AFC Ajax
Dutch giants AFC Ajax have officially announced the return of their classic crest — a striking move that reconnects the club with its historic identity and long-cherished traditions. The club revealed that its emblem, used from 1928 up until 1991, will become the official logo once again beginning with the 2025-26 season.
A step back to move forward
The crest in question had originally been in use from 1928 until it was replaced in 1991 by a more abstract version — a stylised representation of the Greek hero Ajax drawn with eleven lines to symbolise the eleven players of a football team. Now, after 34 years, Ajax will revert to the earlier version, signalling a clear nod to its roots and heritage.
Why now? The 125-year milestone
The timing of the change is no accident. The club, founded in 1900, is about to celebrate its 125th anniversary on 18 March 2025. Ajax CEO Menno Geelen said that the anniversary provided the “perfect moment” to return to the classic logo — something fans have long voiced support for. He added:
“History has shown that we are at our best when we remain true to the Ajax DNA… Bringing back the classic logo symbolises this commitment and serves as both a tribute to our rich history and an inspiration for the future.”
Board chairman Ernst Boekhorst echoed the sentiment, saying the anniversary “feels like a very fitting moment to give the logo back to the club, the fans, and ourselves.”
What to expect in practice
The change will be rolled out from the 2025-26 season across all of Ajax’s expressions — meaning the classic crest will appear on the match shirts, merchandise and club communications. For example, the club’s new home kit for 2025/26 has already been revealed, featuring the returning crest.
It marks the end of the abstract design era which began in 1991 and ushers in a return to a more traditional visual identity.
Significance for fans and the club
For many supporters, the announcement carries emotional weight: several fan-initiated campaigns over the years had urged the club to “give Ajax his face back” — a reference to the more detailed, figurative crest of the past.
By endorsing this move, the club aligns itself with fan-sentiment and affirms its intention to prioritise its foundations — both on and off the pitch.
The big picture
This change says more than just a graphic update. It signals that Ajax is consciously reaffirming its heritage, identity and values at a moment of significant celebration. As the club moves into its 125th year, the restoration of the classic crest acts as a symbolic bridge between its storied past and its ambitions for the future.
In an era where many clubs chase modernity at the expense of tradition, Ajax’s decision stands out as a tribute to continuity, connection and club culture.
In short: Ajax’s new-old logo isn’t merely a design decision — it’s a statement of identity.
