The old Greeks

Ajax Amsterdam. A historical football club. A club that has produced world famous players like Johan Cruijff, Marco van Basten and Dennis Bergkamp. A club with a “new” logo since 1991. But now the fans want ‘their’ old logo back.

Ever since the logo has been changed in 1991, the hardcore supporters have been against it. Recently, a true protest march was organised to move the board to reinstate the classic Ajax-logo, that was introduced way back in 1925.

Besides being a football club, Ajax is also a public company. A company that invests in their ‘brand’. Changing back the logo is not something that shall be done without some serious consideration. But they question remains: whose voice is more important, that of the stakeholders or that of the fans?

This weekend Ajax became national champion for the fourth time in a row. Congratulations are in order. The city of Amsterdam did just that. Using the old logo. As a joke.

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© photo: Richard Mouw

The new logo (left) versus the new (right)

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Erwin Hauër

“Hope is not a strategy.”

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