Full Identity overhaul for the pride of Amsterdam, AJAX FC. 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.
(Above Photo credit: Jasper Ruhe)
Using the most iconic Ajax asset
Adding to the design language is the shirt icon, a modernist representation of the shirt as a simple avatar icon. This is to be used across all media and will in time become almost as important as the logo itself.
We use a limited collection of colours and assets which can be add to the base grid. These assets although small have a large role to play in connecting the dots between the many different items that will be produced. Keep an eye on the small details and the rest will follow.
Online
Overhauling the AJAX online experience is a mamoth task and is still ongoing. It begins with AJAX.nl and when completed will create one unifed enviroment for mijn.AJAX personalisation, shopping, news ticketing a more.
Addapting for Video
For TV and video post we need to adapt the existing system to work best on screen. Here we do not place the logo at 50% C or even 100% C. When suitable we use the industry standard title safe and action safe zones to align logos and text blocks.