HOW DO YOU REBRAND ONE OF EUROPE'S LARGEST FOOTBALL CLUBS? SMÖRGÅSBORD STUDIO SHARES ITS WISDOM

Summary from the TLDR Design newsletter

Smörgåsbord Studio rebranded AFC Ajax for its 125th anniversary, creating a comprehensive visual system that honors the club's heritage while modernizing its identity. The project included a bespoke 15-weight typeface, updated graphics, color palettes, icons, digital templates, and jersey designs, all designed to be flexible across contexts and reflect Ajax's “Total Football” philosophy through a unified, adaptive “Total Design” system.