Why Ajax Football Club Changed Their Club Badge
- Think Football Ideas
- 3 hours ago
- 2 min read
Ajax returned to its classic badge for the start of the 2025/26 season, reviving an emblem absent from the club’s shirts for 34 years. The original design, used from 1928 to 1990, carries the weight of decades of Dutch football history and iconic moments that shaped European football.
The modernised logo had replaced it, but reverting demonstrates that tradition remains a defining force at the club. The change is more than cosmetic; it signals a reconnection with heritage and identity.
The timing was deliberate. In March 2025, Ajax celebrated its 125th anniversary, a milestone achieved by very few clubs. CEO Menno Geelen emphasised that the classic badge embodies the club’s identity, philosophy, and values that have guided it since 1900.
This emblem evokes the club’s golden era of the early 1970s, when Johan Cruyff led Ajax to three consecutive European Cups, defining the “Total Football” philosophy. Later, talents like Dennis Bergkamp and Luis Suárez built their early reputations wearing iterations of this badge, tying the design to generations of footballing excellence.
The return also reflects a deeper connection with supporters. Fans had long expressed a desire to see the original emblem restored. Ajax’s management responded by unveiling the badge during anniversary celebrations, respecting both history and community.
Ahead of the season rollout, the logo appeared in a friendly against Real Madrid Legends at the Johan Cruyff Arena. Following that, it gradually returned across shirts, digital platforms, and merchandise, bridging past achievements with future ambitions.
By reinstating the classic badge, Ajax have honoured the players and moments that defined its identity from domestic dominance to European triumphs.
The design clearly serves as a visual reminder of the club’s DNA, inspiring both current players and young talent to uphold a legacy shaped over 125 years.
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