clothing, frontages and company vehicles. Why have a Company Visual Identity? A Company Visual Identity gives an organisation its own look. It makes a company recognisable, to the outside world and also to its own employees. Moreover, consistent use of a Company Visual Identity increases efficiency and reduces costs. A Company Visual Identity for Heineken Internationalisation and globalisation demand a clear picture of our organisation. It is in order to increase the familiarity of Heineken, reinforce our image and emphasise our unity.The Company Visual Identity clearly shows what we have in common, but it also respects our differences. The purpose of the Company Visual is to show the typical charachter of our organisation. You could describe that character as the Heineken identity.