Hapoel Jerusalem Unveils New Logo as Part of Strategic Rebranding

Hapoel Jerusalem officially launched a new club logo on August 26, marking a significant step in a broad strategic and branding initiative. The club described the move as redefining its identity and future direction, emphasizing a commitment to excellence both on and off the basketball court. The rebranding effort, 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 in surveys, focus groups, and in-depth discussions. This inclusive process led to the integration of two fan representatives, graphic designers Adam Amurai and Itamar Libergal, into the final logo design team. The updated emblem maintains key traditional elements such as the worker figure, basketball, and Jerusalem lions, blending the club’s historic identity with a modern graphic evolution.

Owner Matan Adelson highlighted that "Devotion Inspires" reflects the club’s dedication to fans, the local community, professional excellence, and innovation. He described the rebranding as a declaration of intent to advance the club in every aspect, building on its proud history. CEO Oren Arieli added that the club is at a critical developmental stage, aiming to unite diverse fan groups and bridge past and future. He emphasized the goal of enhancing fan experience, digital presence, community involvement, and innovation starting this season, while preserving the club’s core values and traditions.

This rebranding initiative signals Hapoel Jerusalem’s ambition to grow and lead not only in basketball performance but also in marketing, digital innovation, and community engagement.