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AMSTERDAM -- Heineken plans to roll out a new corporate identity that includes a redesign of the well-known Heineken logo, which will now appear in all capital letters along a red spark meant to represent "the spirit and energy" of the company's 70,000 employees around the world, according to TheDrinksBusiness.com.
The new logo will appear on all corporate publications, printed materials, the corporate website and the majority of Heineken operating companies around the world starting next month.
However, the design of the Heineken beer brand will remain unchanged in an attempt to differentiate more clearly between the brewer's flagship product and its corporate identity, the report noted.
"Heineken has evolved significantly during the past 10 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," said Jean-François van Boxmeer, chairman of the executive board and CEO of Heineken.
"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."