Ajax presented the new home shirt for the new season on Wednesday, with the old club logo that adorned the chest between 1928 and 1990. It has been an explicit wish of the supporters for some time to have the old logo return on the shirt. David Endt, who worked for Ajax as a team manager for many years, thinks it is great that the club has responded to the wishes of the supporters. “This is what supporters have longed for for years,” he says.
Ajax announces on the club website that the historic logo will be displayed once on the home kit during the 2021/22 season. The three champion stars are not visible above the logo. In addition to the logo, the color red has also been adjusted once and the red stripe has been made narrower, to emphasize the direct reference to the shirts from the past. During national matches, players’ names are not shown on the back; Ajax players only play with a jersey number in the Netherlands. In European matches there will be played with complete back printing.
Ajax reports that the return of the logo is a gesture to the fans. “A fallacy,” says Endt in the General Newspaper. He thinks the fork sticks differently in the stem. “Much more than wisdom and expertise, the choice for a new logo stems from the urge to innovate. That’s the way it was in 1990 and that’s the way it is now. A clever marketing ploy. It would be much braver if Ajax permanently embraces the old logo again. Then you really make a gesture.”
31 years ago Ajax switched to a new logo, which can still be seen on the away kit this season. “However stylistically beautiful the new logo is, I completely missed the need for the change. Hence the annoyance that always remained within the supporters. When traditions are touched, the heart of supporters revolts,” says Endt.
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