FOUNDATION OF HEARTS UNVEILS NEW IDENTITY FOR NEW TIMES
With the Foundation’s clear focus on strengthening communications with supporters while also conveying where the organisation now stands in these dynamic times, we are at this year’s Foundation Day (21 March) unveiling a new, refreshed logo as part of a wider brand development.
The previous logo, designed by Kenny Herbert at the very outset of the Foundation’s journey, has played a wonderful role in capturing the heart and soul of the organisation and its link to the club. Now, however, we are in new times; no longer tackling a crisis but instead looking to lay down new foundations, ensure that the club thrives, and pass our legacy on to new generations.
The updated design, which will make its first appearance on the First Team's walkout jackets on Foundation Day, builds on the heritage and recognisable identity that fans have long associated with the Foundation while introducing a cleaner, more contemporary look. This evolution reflects our strategy of remaining a core element in the club community - and this in a fast-changing digital landscape where engaging supporters across all age groups is more important than ever.
“At its heart,” said Foundation chair Gerry Mallon, “this isn’t simply a cosmetic change. The new logo forms one part of a broader communications strategy designed to modernise how the Foundation connects with the Hearts community. From social media and digital platforms to matchday presence and community outreach, the refreshed branding will create a more consistent and impactful voice across all channels.
“For younger supporters, in particular, the move signals an effort to meet them where they are - online, visually driven, and responsive to strong, modern identities.
“At the same time, the Foundation has been careful to ensure that the updated look still resonates with long-standing fans who value tradition and the club’s unique history.”
By aligning its visual identity with its long-term goals, the Foundation of Hearts is positioning itself to grow its support, strengthen engagement, and continue playing a vital role in the life of the club.
Of course, this new chapter is about more than a logo. It’s about ensuring that the Foundation remains a forward-thinking, inclusive organisation that represents every generation of Hearts supporters. Together, thanks to the outstanding commitment of supporters of Heart of Midlothian, we are able to embrace and drive a re-shaped and very positive future.
The Foundation of Hearts walkout jackets with the new identity are on sale now online and in the Hearts clubstore! Available in Adult and Junior. Click here to visit Hearts Direct.
