Ajax

Aug 2025

Smörgåsbord delivers a comprehensive brand identity system for Ajax, anchored in a clean, high-contrast aesthetic that merges sports heritage with modern digital application. The project translates the football club’s visual language into a scalable framework, utilizing bold typography, minimalist grids, and dynamic motion graphics. Central to the identity are rigorous typographic systems and geometric vector logos, deployed across player kits, stadium signage, and digital interfaces. By balancing archival photography with sleek animation, the design maintains a cohesive presence across diverse platforms, from transit shelter posters to mobile ticketing environments. The work leans into a refined red, white, and black palette to reinforce a modern, professional look.

Horizontal, Commercial, Graphic

Brand Film / Corporate Video