HEINEKEN is rolling out a new global company visual identity, making another move in the company’s renovation activities, which include the recent launch of the updated Heineken bottle and can design. The globally recognized Dutch brewer, which operates 140 breweries in more than 70 countries, wanted its corporate logo to be distinguished from the visual identity of its flagship product, the iconic Heineken beer—so, starting September 19, the company name is typed with capital letters (HEINEKEN), while the logo design of its major beer brand remains the same (the name of the beer goes as ‘Heineken’). According to the press release, this change “reflects the significant transformation of the HEINEKEN business” over the last ten years.

Photo: The front page of the HEINEKEN corporate website

In fact, the update roots in the company’s rich history since it is how they wrote the company name when it was founded in 1864. In the new design, developed by Amsterdam-based branding and design agency VBAT, the company’s name goes together with a red ‘star’ spark, placed slightly behind and above the first letter—this symbol was included “to represent the spirit and energy of the company’s more than 70,000 employees worldwide.” The new logo is to appear on all corporate materials including printed materials, business publications and will be adopted by the majority of its operating companies around the globe starting in October 2011. The company’s corporate online destination www.theHEINEKENcompany.com website already features the new logo with the spark.

Photo: www.thedrum.co.uk, the new HEINEKEN company logo on flags

“HEINEKEN has evolved significantly during the past ten years. Today, our company has the most global footprint of any brewer, we have a portfolio of more than 250 beer and cider brands and we employ more than 70,000 people. The new identity differentiates the company from the Heineken brand. In doing so it better reflects who we are today and the company we aim to be tomorrow,” said Jean-François van Boxmeer, Chairman of the Executive Board and CEO.

Since December 2010, the company has also launched a series за hilarious adverts under the ‘Open your world’ tagline, kicked off the ‘Occasionally perfect’ promotion this summer and, as a long-term partner of the UEFA Champions League, started the ‘Legendary Football’ campaign last week.