{"id":49737,"date":"2025-08-25T18:00:00","date_gmt":"2025-08-25T09:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=49737"},"modified":"2025-08-25T08:42:05","modified_gmt":"2025-08-24T23:42:05","slug":"ajax-brand-design-smorgasbord","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/08\/25\/ajax-brand-design-smorgasbord\/","title":{"rendered":"Ajax brand design returns to tradition"},"content":{"rendered":"

The prestigious Dutch football club Ajax has reintroduced its traditional logo, reshaping its entire visual identity. Ajax selected UK-Netherlands-based design studio Sm\u00f6rg\u00e5sbord as its creative partner to develop an expansive design system centered around the logo. While respecting the iconic logo itself, Ajax sought to use it as a starting point for inspiration, creating a new language that would connect with current and future audiences.<\/p>\n\n\n\n

Ajax has long been known for its harmonious blend of young talent and experienced players, playing an aggressive, intelligent, and beautiful game. This ethos, embodied in the "Total Football" spirit, embodies the creativity and spirit of Amsterdam. Smorgasbord translated this philosophy into a visual identity, adopting a "Total Design" approach.<\/p>\n\n\n\n

For this project, the studio assembled an international team of designers, collaborating with Ajax's in-house creative team. A comprehensive kit was developed, encompassing strategy and positioning, custom typeface development, logotype, color palette, stadium signage and signage icons, broadcast graphics, digital templates, and brand guidelines. The typeface, developed in collaboration with CoType Foundry, embodies the club's editorial design sensibility, while the colors and graphic elements capture Ajax's signature aggressive and creative football style.<\/p>\n\n\n\n

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