Smörgåsbord were selected as AFC Ajax’s creative partner to build a comprehensive visual language around the re-introduction of their classic logo. Whilst the logo itself is sacrosanct (and therefore ‘off-limits’) it would serve as the catalyst and inspiration for a wider design system that supports it speaking to current and future audiences, both Dutch and international.

On the pitch AJAX have consistently shown how by combining young talent with experienced ‘Ajacieden’ they can beat anyone doing so in the AJAX way: attacking, intelligent and beautiful football fused with Amsterdam’s spirit and creativity. We set out to reflect this in our approach to the rebrand. In short the team’s ‘Total Football’ would lead us to a form of total design.

Smörgåsbord assembled and led a small hand picked International team to work alongside the in-house creatives to deliver strategy, positioning, and a full graphic kit-of-parts comprising of a bespoke font family (created in collaboration with CoType™ Foundry), logotype/s, colour palette, bespoke icons for signage & way-finding, broadcast graphics and a comprehensive set of digital templates and brand identity guidelines.