Genk (Brussels Morning Newspaper) – Genk marks 25 years as a city in 2025 with a new logo and brand strategy. Mayor Wim Dries and Alderman Alessandro Cucchiara unveiled plans, backed by a €20,000 budget.
As VRT News reported, Genk marks its 25th anniversary as a city this year. The city council is using the occasion to highlight a new identity. Genk received city rights at the turn of the millennium. At that moment, the city launched a logo with the slogan “Space, Power.”
How is Genk marking 25 years with a new logo and a €20,000 plan?
The new brand is based on 4 values. Genk presents itself as welcoming, progressive, vibrant, and a city that works.
“Not polished or perfect, but real. Exactly how Genk is,”
said Alessandro Cucchiara (Vooruit-Groen). The logo will be used for all official communication. It ties together city projects under one clear brand.
“The logo isn’t brushed off or perfect, but real. Just like Genk is.”
Alessandro Cucchiara (Vooruit-Groen), Alderman for Neighbourhoods, Participation and Youth
The new logo of Genk will appear in the coming months. It will be placed on city vehicles, street signs, city flags, and all communication channels. The city has chosen a careful and sustainable approach.
Existing materials will remain in use until they are worn out and only then will be replaced. A budget of €20,000 has been allocated for the creation and implementation of the new visual identity. The amount covers the design and the system that will give the city one clear and recognisable image.
The 25th anniversary of Genk as a city will be celebrated this weekend. The program is called “Genk Celebrates” and will also mark the official unveiling of the new logo. All residents are invited to join. Each person can collect 4 free vouchers for the festivities. More than 6,000 residents have already claimed them. Mayor Wim Dries (CD&V) said the anniversary is an opportunity to thank the people of Genk.
Genk officially received city rights on January 1, 2000, just before the start of the new millennium. At that time, the city launched its 1st logo with the slogan “Space, Power.” A decade later, in 2011, the motto “Everyone Genk” was introduced to highlight inclusivity and community spirit. In recent years, communication has become scattered across many names and channels. As a result, residents were not always aware when projects came from the city itself. Mayor Wim Dries (CD&V) said the new strategy brings unity.
“With this new brand architecture, we are bringing everything together again, clearly and powerfully,”
he explained.
