Identity Guidelines
WELCOME TO THE KRC Genk FAMILY!
We are proud to introduce our club and our brand.
In this document, you will find more information about what we stand for,
our tagline, our visual identity and our tone of voice.
In short, everything you need to communicate correctly and consistently in the name of KRC Genk.
All assets and templates can be downloaded to facilitate the workflow.
manifesto
Welkom In Genk.
Ze zeggen dat we niet weten
waar we naartoe willen.
Laat ze maar zeggen.
Hier hebben we zo veel verleden
dat we verder durven kijken.
Drie, twee, twee passen vooruit.
Hier graven we dieper.
Op zoek naar potentieel om te ontginnen.
Naar talent dat boven alles uitstijgt
tot hun vonken de wereld inspireren.
Hier winnen we samen, in onze eigen shtijl.
Binnen en buiten de lijnen.
Hier kijken we naar onszelf
om hoger te mikken voor iedereen.
Dus laat ze maar zeggen.
Dan zien ze ons weer niet komen.
Welcome to Genk.
They say we don’t know
where we are going.
Let them talk.
With so much history around here
we dare to look further.
Three, two, two steps ahead.
Here, we dig deeper.
Looking for opportunity to mine.
For talent that rises above
until their sparks light the world.
Here, we win together, in our own style.
On and off the pitch.
Here, we start with ourselves
to keep aiming higher for all.
So let them talk.
They won’t see us coming. Again.
our tagline says it all
Our tagline flexes
Our tagline allows us to mark moments before, during and after our matches. The first whistle, a hattrick or an opponent's goal: whatever happens, our players are ready to transcend themselves.
On the other hand, we can also speak to and inspire our fans in the same way. After all, our brand works both ways.
OUR BRAND IDENTITY
Creating winners on and off the field, that is the essence of our brand. Why? Because we are convinced that with (our) football we can inspire others. And we are going to help.
We accomplish that mission every game, every training session, every day in our own style, driven by the values the entire organisation upholds.
KRC Genk is a club with many faces and that makes us unique. We are a successful contradiction and you can see that in our values. Future and past, talent and community, hard work and craftsmanship: for us, they are not mutually exclusive, but they make us stronger.
OUR BRAND VOICE
KRC Genk has its own voice, a way of speaking that conveys our personality. We have summarised this in 6 characteristics that define our tone of voice.
Not all of these characteristics need to be present at all times, but they create a clear framework for consistent communication with everyone who cares about KRC Genk.
OUR TAGLINE INSPIRES
Our tagline can be used to mark certain moments for our team or our community. As always, we need to be vigilant that this does not happen too often.
However, "Rise Above" and "Above All" also inspire a host of words and phrases to add to our arsenal, connected to the brand voice.
Here are some examples, but again we would like to caution against overuse. It is first and foremost about the spirit of our brand, not about constantly using the same words.
02. LOGOS
Overview
The main logo (full variant or small size versions) is always present on the artwork. It can be the only logo seen on the artwork.
If the shield or pillars logo is used, the main logo should also be on the artwork, but be it less conspicuous and to the side or corner of the artwork.
SOCIAL
On social media, the only time the main logo is used is when the official logo is required, such as a KRC Genk vs Other Team situation or, for example, when there is an overview of the official ranking. But keep the usage of any logo to a minimum as our profile picture will also be visible, which makes the use of more logos unnecessary.
The first team
The main logo is used where the full version is required. For example in the context of
KRC Genk vs another team.
When it's readable, use the main logo, otherwise use the shield logo. The pillars logo can be used as an icon or design element.
clearspace
Clearspace around the main logo and the shield logo is equal to double the width of the G.
For the pillars logo, it is equal to double the width of one pillar.
These guidelines also apply to our sub-brands.
Colour use Main logo
The main logo can be used on darker backgrounds and lighter backgrounds as is.
Colour use shield logo
The logo shield should be white on darker backgrounds and Genk blue on lighter backgrounds.
Colour use pillar logo
The logo pillars should be white on darker backgrounds and Genk blue on lighter backgrounds.
scale
To ensure legibility, when the main logo is scaled down below 80px in height, the KRC Genk tagline should move to the side or below depending on the situation.
Never scale it further than 60px.
The Shield and Pillar logos can scale down to 20px and still be clear.
Social icons
App icons are individually designed based on specifications.
They are an exception to the clear space guidelines and are sized optically to best fit each shape.
Guidance
These rules apply to the main logo as well as the Shield and Pillars logo.
email signatures
Here are some examples of how an email signature would look for the different teams.
BRAND ARCHITECTURE
The main logo is used for communication in general, B2B communication, top news and VIP communications by the sub brands, and all communication concerning the first team. When in doubt, use the main logo.
The baseline can be used in/on promotional material, brand communication, as a slogan for the fans and to present the brand identity. #mijnploeg is used as a signature, to end communication and as a social media hashtag.
The sub brand logo is used for all sub brand specific communication, like email, presentations, social media pages, sub brand specific newsletters and general sub brand communication.
sub brands
ladies team
Talent Team
E-sports team
logos with subbrand tagline
social icons
03. COLOURS
Our primary brand colours are white and blue. They are used to provide accessibility, simplicity, and consistency throughout all brand communications. Black is used for longer text reads.
Usage proportions
Dark Blue plays a very important role in all brand communications and should provide balance with white.
Light blue is used to create some variation in the designs.
Example of coloUr use
04. TYPOGRAPHY
Our typography is as unique and easy to use as we are. It was designed to maximize its impact
across all applications, while keeping it easy to read, ownable, and highly recognizable.
We make a distinction between hard-hitting titles and secondary titles and body text.
Apotek Condensed
It is important to organize typography in a hierarchical system according to relative importance or inclusiveness through scale and function depending on communication.
Apotek Condensed is used for big attention-grabbing titles and headlines and is always CAPITALIZED.
Sansa Pro
Sansa Pro is a key element in our brand. It works to maintain consistency, create clarity, and provide equity to the brand.
It is used for smaller headlines and body copy.
Movement
The Apotek font should in some cases be used in such a way that it shows movement. This works best with single words, as shown.
Movement can be achieved by repeating the words and scaling each of them down by 20%.
05. ICONOGRAPHY
Our iconography is connected to our teams at a fundamental level to
maximize recognition and ownability. Icons and their usage principles were designed to communicate
quickly and effectively across all touchpoints.
the first team
The First Team is represented by a diamond shape, referring to the mining past of Genk: from coal to diamonds.
the ladies team
The Ladies Team is represented by a classic tunnel shape, which can be found in the old coal mines.
the youth team
The Youth Team is represented by a Pentagon shape as it was used to create strong underground tunnels in the old coal mines.
Shape do's
shapes pattern
The pattern is used for corporate communications where needed.
SHAPE DOnt's
06. Photography
Our photography inspires our audience of young and old, rich and poor, customers and partners, local and global.
We build on how it feels to move from motivation to the emotional payoff.
Movement is a pillar in our photography, be it an in-game image or a headshot.
This can be achieved by placing players going off the frame or making clever use of the shapes.
COLOUR GRADING IN PHOTOSHOP
The images are graded in such a way that they don’t clash with the colours of KRC Genk.
The colours are slightly muted with the darkest point raised just a touch. Highlights and shadows have a subtle blue tint.
A grain is applied to add more dirt and texture. This grading will be available as a template in Adobe Photoshop and will be fully adjustable to be able to improve the optical balance of the image when necessary.
Colour Grading with VSCO
To be able to apply a similar grading on the go, a custom VSCO filter has been created.
charcoal
The charcoal effect should be applied subtly and used sparingly.
It is placed behind the ball and only to suggest movement.
07. MOTION
The animation style of KRC Genk should resemble movement.
This can be achieved by animating the titles in a certain way that suggests this movement.
We can make clever use of our iconography to hint at the team displayed.
08. applications
Keep in mind that these applications are just examples and do not have to be copied exactly. They are a guide as to how our brand can communicate with the world. Our brand has a dynamic character and can be implemented in different ways, as long as it is in line with our guidelines.
