In 2018, I wrote a piece on branding at the invitation of Roel Stavorinus. I chose the Ajax logo as my subject:
“If there’s one place where brand and emotion come together, it’s in football. This club logo was used until 1990. It was then replaced by a logo that still faces a lot of resistance. It’s a textbook example of what not to do: replacing something that feels authentic, and is therefore deeply emotional, with a corporate-looking thing that alienates your most important audience.
The ‘new’ logo by Samenwerkende Ontwerpers reflects exactly what the club has become: a publicly traded company. It’s done its job for nearly 30 years now. And it’s not a bad logo. But maybe it’s time for football to matter more than money again, so that this great logo can return.”
Not long after that, Ajax reached the semi-finals of the Champions League, a feat that had seemed impossible for a club with just a fraction of the budget of Europe’s giants.
And now, three years after I wrote that piece, the old logo will finally return to Ajax’s shirts next season. Though sadly a one-off, it’s still amazing news. And remarkable (though not unique) that a brand is now carrying two logos, one from 1928 and one from 1990.
The supporters’ club said:
“For decades we’ve campaigned to restore the face of the club. Now that it’s happened, we want to celebrate it.”
It’s incredible what just a few words can set in motion. :-)
Want to know more or work on your own brand? Send me a message or call +31 (0)6 14 44 11 83.
Also see: https://ajaxlogo.nl
Update: In 2025, the old logo officially made its comeback!
