For Aftermath, Luke Plunkett praised Ajax’s new logo change, going from the well-known minimalist version to a more traditional and ornate style:
[…] This has been a great and rare triumph in modern football branding, and is something that other fields–I’m looking at you, fashion, with your endemic “blanding”–might do well to remember as well.
Modernising and simplifying a logo might sound like a great idea across a boardroom table, but when the thing you’re rebranding isn’t just old as hell, but also means a great deal to average people, you don’t always need to look forwards to find a fresh look.
Luke also referenced clubs like Juventus and Aston Villa who have followed the familiar minimalist route, using nothing more than a few lines and wordmarks to almost strip the club’s of their otherwise richer branding. For me, it’ll take some getting used to as I liked the now-old Ajax logo and didn’t think it looked too generic but the fans love it and you can still tell it’s Ajax and the reasoning is sound so who am I to judge?