The visual identity for Hapoel Jerusalem was developed through a focused study of the Jerusalem Lion, an iconic emblem of the city, and an exploration of modern minimalistic design languages in European football, with references to clubs like AC Milan. The goal was to create a contemporary mascot that reflects the values of a supporter-owned club: stability, community, identity, and pride.
Two versions were designed: a clean, symbolic lion head that functions as a strong, standalone mark for digital and merchandise applications, and a full upright lion that delivers a more traditional, heraldic presence while maintaining modern geometry and minimal lines.
The red-and-black palette was chosen to strengthen the club’s identity and create a bold, cohesive visual system.
The project was shaped by an understanding of Hapoel Jerusalem as a community-driven club, where the emblem is not just a graphic, but a representation of the people who stand behind it.