Ajax Design Cases
1 case across 1 studio
Designers behind the work
Designers and creative leads credited on Ajax projects in press coverage.
News & interviews
- "Smörgåsbord Studio Leads AFC Ajax's Historic Rebrand"
It's Nice That · Sep 8, 2025
Smörgåsbord Studio has rebranded AFC Ajax to mark the club’s 125th anniversary, creating a visual identity that bridges its historic legacy with a contemporary design system. The project includes a custom typeface developed with Cotype Foundry, new color palettes, and a flexible design framework spanning digital, print, and environmental applications. The rebrand draws heavily from Ajax’s archives and Amsterdam’s cultural heritage, embodying the club’s philosophy of ‘Total Football’ through ‘Total Design’.
Smörgåsbord StudioCotype FoundryAFC Ajaxbranding - Smörgåsbord Rebrands Ajax with New Visual Identity
The Brand Identity · Aug 7, 2025
Smörgåsbord rebranded Amsterdam football club Ajax for its 125th anniversary, creating a comprehensive visual system that reintroduces the club’s classic logo while expanding its identity for modern audiences. The rebrand features a custom typeface developed with CoType Foundry, a refreshed colour palette, and cohesive iconography for signage and digital use. The project reflects Ajax’s heritage and Amsterdam’s creative spirit, positioning the club as both a sports and lifestyle brand.
SmörgåsbordCoType FoundryAjaxbranding