Ajax
Brand Identity
Aug 2025
The brand identity for Ajax, developed by Smörgåsbord, establishes a versatile visual language rooted in the club's athletic heritage. The project centers on a refined graphic system that balances historical references with modern motion design, utilizing a high-contrast palette of white, black, and vibrant red. The execution spans a wide array of touchpoints, from digital UI interfaces and mobile ticketing to large-scale outdoor signage and apparel. Through the use of kinetic typography, geometric grids, and minimalist layouts, the identity highlights technical typographic precision and a structured approach to sports branding. Incorporating motion graphics and vector animation, the work maintains visual consistency across both static and dynamic environments.
Horizontal, Commercial, Graphic
Brand Film / Corporate Video
