Heineken is an international beer brand. It belongs to the Dutch concern Heineken N. V., whose history dates back to 1864. In the second half of the 19th century, entrepreneur Gerard Adrian Heyneken bought the De Hooiberg brewery. She was inherited from father to son and then to grandson. As it developed, the company absorbed its main competitors in different countries and eventually took second place in the world in terms of beer production.
Meaning and History
The modern logo founder can be considered Alfred Henry (Freddy) Heineken, who first worked as an advertising manager and then became the CEO. He supervised all design changes and made edits. He managed to perpetuate his last name, turning it into a famous brand.
1864 – 1884
The first version of the emblem has not survived. It is believed that she served as a model for the next trademark, and there is no exact information about how she looked.
1884 – 1889
In 1884, the legendary oval logo appeared on Heineken beer bottles. It was divided into three parts. The first is a white center with artistic ornamentation and a five-pointed star containing the abbreviation “HBM.” The second is a green frame with the words “HEINEKEN’S AMSTERDAM-ROTTERDAM.” The third was a horizontal black tape on which the product name was marked: “PILSENER BIER.”
1889 – the 1930s
After a small redesign, the colors have taken on cool shades. In the upper half of the oval appeared red inscriptions “GRAND PRIX PARIS 1889”, “HORS CONCOURS MEMBRE DU JURY PARIS 1900” and “TRADEMARK.” Two medals replaced the figured ornament, supplemented with the phrases “DIPLOME D’HONNEUR AMSTERDAM 1883” and “MEDAILLE D’OR PARIS 1875”.
1930 – 1954 (Dutch version)
Beer, which was sold in the Netherlands until 1954, used a rectangular emblem with rounded corners. A large five-pointed red star occupied the center. To the right and left of the upper beam were two old coats of arms. Across the star were the words HEINEKEN’S, PILSENER, and BIER. Below – “AMSTERDAM ROTTERDAM.”
1930 – 1951 (international version)
From 1930 to 1951, everywhere except the Netherlands, bottles were adorned with an oval logo. It was a revised version of the trademark, which appeared back in 1889. Its main difference is the new inscriptions “HEINEKEN’S LAGER BEER” and “HEINEKEN’S BREWED IN HOLLAND.” The first is at the top of the green frame, and the second is on the black transverse tape. The star in the upper semi-oval turned red.
1951 – 1954 (international version)
In 1951, the designers refined the previous emblem by adding a white border. And they managed to fit a whole text into it: “BREWED AND BOTTLED BY HEINEKEN’S BREWERY. ROTTERDAM (HOLLAND) – NET CONTENTS 12 FL. OZ.” of red color. The star turned white again so that there would be no association with communism.
1954 – 1974
In 1954, the brewery introduced an oval logo with the word “Heineken” on a black horizontal ribbon. All letters except the first were lowercase. Freddy Heineken wanted the label to be credible, so he chose a rounded font.
1974 – 1991
In the mid-1970s, the designers changed the shape of the emblem, making the oval flattened. They also removed some of the inscriptions, enlarged the band with the name of the concern, and circled the outer white frame with a green stripe.
1991 – present
The brand moved into the new century with a minimalistic logo that consists only of the word “Heineken” and a red five-pointed star.
Font and Color of the Emblem
A recognizable brand name is one of the factors behind Heineken’s global success. It has always been oval, except the Dutch version 1930-1954. The main elements – a black ribbon, a five-pointed star, quality marks, and many inscriptions – have adorned beer bottle labels for about 127 years. Everything changed in 1991, when the designers removed unnecessary details, leaving only the star and the company’s name.
The modern version of the logo is the basis for the corporate type Heineken Serif with the characteristic beveled e. It was developed by design firm Eden, based on the Horizon typeface. The palette includes three colors: bottle green, white, and red.