About Heineken
Heineken's visual identity is the emerald-green bottle that became a global icon. The 1964 redesign by Freddy Heineken introduced the "smiling e" — three tilted letters that give the wordmark its jaunty optimism — crowned by a red star and framed in a white scroll banner. It is premium-mass-market beer distilled into color: deep bottle green, crisp white, and a single red accent.
The system channels sport-sponsorship confidence and Dutch directness. DIN Condensed shouts match-day callouts while the script wordmark stays warm and approachable. Gold foil nods to heritage medals; condensation photography keeps everything cold and refreshing.
- Origin
- Amsterdam, Netherlands
- Era
- 1873 founded; current visual identity since 1964 (smiling-e wordmark)
- Key figures
- Gerard Adriaan Heineken · Alfred Henry "Freddy" Heineken · VBAT Amsterdam
- Movements
- European brewery branding · Sport-sponsorship beer culture · Dutch graphic design
Heineken design spec
Colors
Typography
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