# Ajax new logo (2025)

> Ajax launched a new logo in Jul 2025. Ajax replaced its line drawing of the head of Ajax, with the club name and Amsterdam around it and three stars above, with the classic engraved head of Ajax inside a white disc, the club name in outline capitals and a red and white shield.

## Key facts

- Brand: Ajax
- Launched: Jul 2025
- What changed: Ajax replaced its line drawing of the head of Ajax, with the club name and Amsterdam around it and three stars above, with the classic engraved head of Ajax inside a white disc, the club name in outline capitals and a red and white shield.
- Industry: Sport
- Logos: https://rebrandlog.com/logos/ajax-2025/before.svg (before), https://rebrandlog.com/logos/ajax-2025/after.svg (after)

## The rebrand, explained

CEO Menno Geelen tied the return to the club's 125th anniversary on 18 March 2025: "We know that the majority of our fans have cherished this wish for years, and we felt that our 125th anniversary was the perfect moment to give back the classic logo to our fans and ourselves." On 1 July 2025, the first official day of the new season, the club said the classic logo and a new style were in use. Ajax does not name a design studio.

The old logo, from an archived capture of ajax.nl in August 2020, is a white line drawing of the head of Ajax in profile, wearing a helmet, inside an open ring. Ajax runs around the upper left in bold capitals and Amsterdam in small capitals at the bottom, with three stars above.

The new logo, from the live ajax.nl site, is a detailed engraving of the head and shoulders of Ajax in black on a white disc with a thin black edge. Ajax is spelled in outline capitals around the left side, and a small red and white shield sits at the lower right. There are no stars, which Ajax said return on the shirt above the logo instead.

In short: In 2025 Ajax brought back its classic engraved logo after 34 years, replacing the line drawing with the stars.

## Sources

- https://english.ajax.nl/articles/classic-ajax-logo-returns-permanently
- https://www.ajax.nl/artikelen/klassiek-ajax-logo-keert-definitief-terug
- https://www.ajax.nl/artikelen/geelen-het-moment-om-terugkeer-klassieke-logo-cadeau-te-doen
- https://www.ajax.nl/artikelen/rijke-verleden-inspiratie-voor-de-toekomst
- https://arquivo.pt/wayback/20200821213444/https://www.ajax.nl/media/rexptvac/logo-ajax-sign-white.svg
- https://arquivo.pt/wayback/20200807131612/https://www.ajax.nl/media/ssqe1wco/logo-ajax-default.svg
- https://www.ajax.nl/media/vimnukaa/ajax-klassiek-logo-pms200.svg

## Cite this

Rebrand Log, "Ajax new logo (2025)", https://rebrandlog.com/rebrand/ajax-2025/, last updated Nov 3, 2026.