AFC Ajax

We partnered with AFC Ajax to develop a comprehensive visual language around the reintroduction of its classic logo. While the crest itself was off-limits, it informed a broader design system centred on the new AJAX Headline typeface. Inspired by the logo’s lettering, the typeface spans 15 weights and cuts, engineered to perform consistently across all touch-points. While many football brands favour 'loud', italicised sans-serifs, our approach takes a more considered and editorial approach, refined through details such as vertical cuts on diagonal strokes and precise 45° bevels.