Dig deep. Rise above. #mijnploeg

Everyone recognizes KRC Genk’s iconic blue, but the club is much more than its color. It’s the birthplace of world-class talents like Kevin De Bruyne, Thibaut Courtois, Christian Benteke, and countless others who started their journey here. To create a rebranding that truly resonated, we delved into the team’s rich mining heritage, their knack for nurturing talent, and their deep connection to the local community.

From this, the mantra “Dig deep & rise above” emerged, encapsulating the club’s spirit of perseverance and success. This idea became the foundation for everything, from the manifesto to the typography, design & motion design which reflected movement and strength.

Our designers drew inspiration from the region’s industrial past and natural surroundings, incorporating iconic shapes and textures into the visual identity. The logo is refreshed, and unique touches were added for each sub-brand, such as ladies, talent development, society, and e-sports.

To ensure the rebranding extended seamlessly across platforms, we provided social media templates, photography guidelines, and filters. Each asset echoed the new brand’s dynamism and sophistication, with players literally breaking through frames in visuals—a nod to KRC Genk’s ethos of rising above.

The manifesto video brought it all to life. A cinematic celebration of KRC Genk’s essence, the video visually and emotionally expresses what “Dig deep & rise above” means to players, fans, and the community. It was a rallying cry that united the club and its supporters. 

The rebranding culminated in a comprehensive brand guide, equipping KRC Genk’s communications team with the tools to bring their new identity to life consistently and boldly. 

‍Ready to transform your brand into something iconic? Let’s talk: hello@supermachine.be.