Heineken is playing a visual trick on you every time you go to the beer aisle.
Next time you’re standing there mulling over Budweiser or the Dutch brew, just take a moment to look at the latter’s logo.
You might not notice it at first, but in comparison to the other letters, the three “e”s in Heineken are slanted slightly backwards, their bottoms curved, grinning up at you with a toothless smile. “There’s nothing human about a typeface, but this slightly turned “e” gives the feeling of smiling,” says Marc Andrews, a creative director and psychologist from Amsterdam.
“And this gives you a totally different relationship to the brand.”
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