AFC Ajax reveals new stadium logo

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Dutch Eredivisie soccer side AFC Ajax has unveiled a new logo for its ground. The four-times European cup winner will rebrand its current home, the Amsterdam ArenA, in honor of former Netherlands player Johan Cruyff.

The logotype for the Johan Cruijff ArenA has been designed to portray the ground as the home of legends and a stadium where long lasting memories are forged by epic sporting events.

According to Ajax, the logotype is bold and progressive in keeping with the spirit of Johan Cruyff himself and the typography is both sporting and architectural – referencing shapes and forms to be found in the stadium design.

At the base of the logo a silver-grey arc references the characteristic retracting roof of the stadium framed by the two capitalized letter ‘A’s of ‘ArenA’, an evolutionary reference to the previous logo.

And sticking to the side’s Amsterdam roots, Cruijff’s name is spelt in the authentic Dutch way using the ‘ij’ ligature.

By Sam Petters

May 2, 2018

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