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.
