Saudi Gazette report

JEDDAH — Al Ahli Club has launched a strategic rebranding project aimed at revamping its institutional and visual identity, aligning with a broader transformation plan that reflects the club’s ambitions to lead locally and across the Asian continent.

The initiative, which began in November 2024, comes in response to Commercial Registration Decision No. 3587 issued by the Ministry of Commerce, prohibiting the use of state symbols — including the crossed swords and palm emblem — in commercial activities, such as football club logos.

Al Ahli’s parent company confirmed that the development of the new logo was undertaken in collaboration with top-tier local and international branding firms.

A series of workshops and focus group meetings, including participation from club supporters, helped shape a refreshed visual identity that honors the club’s heritage while looking to the future.

After a comprehensive study of historical elements central to the club’s identity, five final logo designs were shortlisted.

These options were developed using a structured academic methodology that included in-depth historical and artistic analysis.

The club clarified that the logo currently in use is only a temporary design for media purposes and does not meet commercial registry standards.

The official logo is expected to be unveiled before the start of the new football season.

Recognizing that identity is more than just a logo, the club emphasized its role as a symbol of a passionate and storied fanbase.

In a first-of-its-kind initiative among Saudi sports clubs, Al Ahli has opened a fan voting process to select the final design. Supporters can cast their votes via the club’s official website.

The club framed the initiative as a pioneering move in fan engagement, giving its loyal supporters a direct role in shaping the next chapter of Al Ahli’s identity.