Hapoel Jerusalem Unveils New Logo as Part of Strategic Rebranding Initiative

Hapoel Jerusalem officially launched a new club logo on August 26, marking a significant step in a broad strategic rebranding effort. The club described the initiative as redefining its identity and future direction, emphasizing a commitment to excellence on and off the basketball court. The rebranding, centered around the message "Devotion Inspires," aims to strengthen connections with fans, the Jerusalem community, and future generations, while positioning the club as a major force in European basketball.

The new strategy was developed over the past year through extensive research led by the branding firm Firma, involving hundreds of fans via surveys, focus groups, and in-depth discussions. This process included direct fan participation in the logo design, with two graphic designers and club supporters, Adam Amurai and Itamar Libergal, collaborating closely with professionals to create a modern evolution of the club’s emblem. The updated logo preserves key traditional elements such as the worker figure, basketball, and the lions symbolizing Jerusalem, blending the club’s historic identity with a contemporary graphic style.

Club owner Matan Adelson highlighted that "Devotion Inspires" represents more than a slogan; it embodies the club’s dedication to fans, community, professional excellence, and innovation. He described the rebranding as a declaration of intent to advance the club in every aspect, respecting its storied past while writing the next chapter together with supporters. CEO Oren Arieli added that the new strategy aims to unite diverse fan groups and bridge the club’s history with its future ambitions. He emphasized the club’s commitment to enhancing fan experience, digital innovation, community initiatives, and commercial partnerships, with visible changes expected in the upcoming season.

This comprehensive rebranding effort reflects Hapoel Jerusalem’s goal to grow, innovate, and lead while maintaining the values and spirit that define the club.