THE HEINEKEN logo is probably the first thing you see when going down to the pub - but only now people are noticing a secret twist in the world-famous design.
The Dutch brand is defined by its oval shape, red star, green background, and white writing on a black banner, but have you noticed the slanted "e" letters?
5
5
Turns out they are purposely different to the rest, thanks to Alfred Henry Heineken - grandson of founder Gerard Adriaan Heineken.
Alfred thought the original design looked too harsh and intimidating, and wanted to turn it into something more inviting and friendly instead.
The way to do so was by slightly tilting every letter "e" in a way that they would be "smiling".
The decision was made in the early 1900s and was the first time the branded switched font styles.
The label originates from at least 1883 and would be constantly updated every time Heineken won a prize - a gold medal in 1875, the "diplome d’honneur" in Amsterdam in 1883, followed by the "grand prix" in Paris in 1889.
In the 1930s, a different rectangular label with a large red star was launched in the Dutch market - marking the first time the red star appeared on the label.
The same symbol was also added to the export label which remained oval and green with the black bar.
After World War Two, the red star would become associated with communism in many countries, leading the brand to change it to white with only a small red border.
Most read in Fabulous
Over the years, the red border of the star of all export labels gradually became more prominent, until 1991, when it became completely red again.
Since then, the label continues to develop, with changes made to meet market demands.
A post from the Heineken Collection Foundation explained the alterations "are not always directly noticed by the consumer".
"Nevertheless the e’s will always continue to smile," it added.
The pale lager is not the first brand to send clever subliminal messages, as customers also took a little while to figure out the meaning behind LG's logo.
The LG logo is a round deep red/pink circle with an L and a G in it, but you may also have noticed a friendly looking face.
The "L" can be seen as the nose of the stick figure while the swooping "G" around the outside creates the look of a smile.
Eagle-eyed Americans were also able to spot the hidden meaning in Gillette's design.
There appears to be a ridge inside the letter G that's been sliced at an angle - which is similar to how you can cut your fingertip with a blade.
5
5
5
