Hapoel Jerusalem Unveils Updated Logo and Branding Strategy After Fan Backlash

Following controversy and a postponed summer launch event sparked by plans to change Hapoel Jerusalem's emblem, the club officially revealed its new logo and branding strategy on Sunday. The rebranding, developed over the past year with the firm Firma under the slogan "Devotion Inspires," aims to modernize the club's image while preserving its historical symbols, including the worker figure, basketball, and the city's lions. The initiative also includes enhancements to the fan experience at the arena, new marketing efforts, and strengthening the club's digital and community engagement.

To address fan opposition, the club involved two graphic designers from the supporter base, Adam Amurai and Itamar Libergal, who had previously contributed to the old emblem's design, in the final stages of the redesign. Oren Arieli, the club's CEO, emphasized the importance of uniting all segments of the fanbase, bridging generations and honoring the club's proud past while boldly looking to the future. He stated, "We asked ourselves how Hapoel should look in the next decade. We are at a critical crossroads where it is important to connect all parts of the audience, between young and old, and between the glorious past and the future we are building. A strategy was born that respects tradition but looks forward courageously. I am glad we turned a charged discussion into fruitful cooperation, and together we will continue to lead."