I went to Amsterdam this weekend and got to visit the Heineken Experience tour! It was awesome and so much fun to do. I am so glad I went on this trip. This was definitely one of my favorite parts on this London Study Abroad program. What I really like about the Heineken sign is the "e"s spelled in Heineken. They are called the smiling e's because the bowl is very big on the lettering and almost completes to a full circle. This slab serif Heineken sign has one unique typography that is unforgettable.