AJAX for the future
Source: english.ajax.nl AFC Ajax. License: All Rights Reserved.
Amsterdam Football Club Ajax, commonly referred to as Ajax (and outside the Netherlands as Ajax Amsterdam) was founded in 1900, and is one of the major and most iconic clubs in Dutch football history and known for its emblematic red and white colours.
Back in 2019, Ajax commissioned 310k, Amsterdam-based creative studio, to refresh their brand identity without loosing their core characteristics.
From 310k’s website:
The new identity revolves around the club statement “for the future”. The new word mark and extensive design language was created to accommodate and unify the many departments within the AJAX organisation. Obviously the crest and club colours are not to be messed with but everything else was fair game. Flexibility and variation was a key factor in this identity.
The main fonts used for AFC Ajax’ identity are Suisse Int’l and Gridnik, from the late Dutch legend Wim Crouwel, often used in combinations. Suisse Works is used sporadically and independently as a third font to convey messages, slogans and historical facts from the club. Additional fonts used in the club’s branding are Lexia Advertising (not shown here) and Kurversbrug, used between 2017 and 2021 for the jerseys.
Suisse Int'l and Suisse Works are available on Swiss Typefaces website.
Source: www.instagram.com AFC Ajax. License: All Rights Reserved.
Source: www.instagram.com License: All Rights Reserved.
Source: www.instagram.com AFC Ajax. License: All Rights Reserved.
Source: www.instagram.com Fabian Hahne. License: All Rights Reserved.
Source: www.linkedin.com AFC Ajax. License: All Rights Reserved.
Source: english.ajax.nl AFC Ajax. License: All Rights Reserved.
Source: twitter.com License: All Rights Reserved.
Source: 310k.nl 310k. License: All Rights Reserved.
This post was originally published at Fonts In Use