Rebranding effort continues

The Belgium Village Board on Oct. 8 unanimously approved rebranding the municipality by using a tag line.

The Tourism Committee chose “Building our future, honoring our past” as the village’s slogan, Belgium Area Chamber of Commerce Director of Marketing Tara Williams told the board.

A future logo is to use colors from the flag of Luxembourg — red, white and light blue — where much of the village traces its roots.

The committee, Williams said, identified 10 key traits that describe the village: approachability, comfort, compassion, faith, integrity, heritage, recreation, family, charm and optimism.

Using those, the committee determined its brand “pillars.”

Belgium, it said, provides a safe, quiet, family friendly destination for outdoor recreation and an experience in “Luxembourgish” culture.

It welcomes visitors to join in recreation along Lake Michigan at Harrington Beach State Park, Forest Beach Migratory Preserve and the Ozaukee Interurban Trail, and shares its Luxembourg traditions through family friendly events and celebrations.

The village, the committee said, is full of compassionate, hard-working, approachable people dedicated to caring for each other and welcoming visitors with a smile and wave. It is committed to its roots and its community and is optimistic that others will enjoy taking in its scenery and experiencing the arts, culture and recreation it offers.

Village Treasurer Vickie Boehnlein said she is running low on letterhead and was holding off on buying more until the village decided whether to rebrand itself.