Case Study: Heineken Beer

The Heineken corporate design is one of the world’s best known beer identities. The company’s famous CEO Alfred Henry (Freddy) Heineken (1923–2002) is said to have played a major role in the conception of its centrepiece, the logo. When supervising the restyling of the art deco fat-face logotype in the 1950s, Freddy Heineken proposed the ‘laughing e’ with the cheerfully sloped cross-bar that has remained in place ever since.

In 1999 the Heineken logo became the starting point of an extended type family developed by the Amsterdam design firm Eden (formerly BRS Premsela Vonk). Eden invited Luc(as) de Groot – a former staff member of BRS – to complete and optimize a typeface based on the logo and developed by designer Earik Wiersma. The result, an eleven-weight family of serif and sanserif variants, was presented as Heineken Sans / Heineken Serif in September 2000. With its unmistakable early-1900s influences, the new corporate typeface epitomizes the Dutch word gezellig, meaning ‘cozy, homely, social’, while the sans adds a touch of modernity – evoking everything the Heineken name stands for.

Heineken Experience Website (2008) <a href='http://www.heinekenexperience.com/'>http://www.heinekenexperience.com/</a>

Heineken Experience Website (2008) <a href='http://www.heinekenexperience.com/'>http://www.heinekenexperience.com/</a>