The Ajax club crest

[Kowalczyk]

From Ajax Logo.nl:

UPDATE 13 May: The AjaxLogo.nl website published a new statement today: 'We are surprised by Ajax's decision, or in fact deeply disappointed. Changing the current Ajax logo was never our goal. If that was the case we would have focused on that in our campaign. On Thursday evening there has been an emotional conversation between the Ajax Supporters Delegation (ASD) and Ajax, represented by John Jaakke (chairman), Arie van Eijden (general director) and Jacques Nagel (manager marketing & sales). The conversation made clear that Ajax have adopted the viewpoints of the two market research companies they hired. Those are business viewpoints, not coming from an Ajax heart (...) The ASD reviewed the designs for the new logo. They are unacceptable to us and we will continue to claim that the old logo should be the starting point. Next week we will talk to Ajax again and we will offer Ajax one last chance to meet that wish.

We will not run this update as a separate news report. The exisiting news report on Ajax has been updated accordingly:
http://www.ajax-usa.com/news/2004-2005/ ... hange.html

K.

[carcajou]

From Ajax Logo.nl:

UPDATE 13 May: The AjaxLogo.nl website published a new statement today: 'We are surprised by Ajax's decision, or in fact deeply disappointed. Changing the current Ajax logo was never our goal. If that was the case we would have focused on that in our campaign. On Thursday evening there has been an emotional conversation between the Ajax Supporters Delegation (ASD) and Ajax, represented by John Jaakke (chairman), Arie van Eijden (general director) and Jacques Nagel (manager marketing & sales). The conversation made clear that Ajax have adopted the viewpoints of the two market research companies they hired. Those are business viewpoints, not coming from an Ajax heart (...) The ASD reviewed the designs for the new logo. They are unacceptable to us and we will continue to claim that the old logo should be the starting point. Next week we will talk to Ajax again and we will offer Ajax one last chance to meet that wish.

We will not run this update as a separate news report. The exisiting news report on Ajax has been updated accordingly:
http://www.Ajax-usa.com/news/2004-2005/ ... hange.html

K.

Am I a dumbass or what ? That doesn't make sense.... What's with the "Changing the current Ajax logo was never our goal" ??? The whole campaign is all about that, isn't it ?

[Real Ajax]

The dutch text is a bit more subtle. What they mean is they just want the old logo back not another change into a third entity so to speak.

[carcajou]

The dutch text is a bit more subtle. What they mean is they just want the old logo back not another change into a third entity so to speak.

Diggit, thank you buddy :xyxthumbs: ;)

[Kowalczyk]

Am I a dumbass or what ? That doesn't make sense.... What's with the "Changing the current Ajax logo was never our goal" ??? The whole campaign is all about that, isn't it ?

What they try to say is: "We want the old logo back - not a entirely new logo, which is in fact an adjusted version of the current logo. Just some changes to the current logo is not what they were aiming for."

Basically: what Ajax want to do now is a sort of compromise - and that's not enough to them. It's about the classic logo - or nothing.

K.

[carcajou]

Am I a dumbass or what ? That doesn't make sense.... What's with the "Changing the current Ajax logo was never our goal" ??? The whole campaign is all about that, isn't it ?

What they try to say is: "We want the old logo back - not a entirely new logo, which is in fact an adjusted version of the current logo. Just some changes to the current logo is not what they were aiming for."

Basically: what Ajax want to do now is a sort of compromise - and that's not enough to them. It's about the classic logo - or nothing.

K.

Not to be mean, but "I want my choice or nothing" always seems like a pretty stupid (and childish) stance. They don't even know the new logo but they already know it will be shit. What if the suits listen to the fans and act accordedly creating a good logo that is a good compromise ? I saywait for the project and then wreak havoc if it is shit, but till then....

[666]

Arie van Eijdens final proposal:

[BPBlueSox]

hahahaha

[SE6Ajacied]

Ha Ha, that'll be right - I usually try to avoid irony as it has a nasty habit of turning out to be true but I think this time we're safe...........

[The Purple Cow]

The point some of you guys are missing is that Ajax N.V. does not own the Ajax logo, and therefore has no right to change, or alter it in any way. The Ajax logo still belongs to the original sporting club, under the leadership of the Ajax commission ('Raad' in Dutch).

So under pressure from the fans, Van Eijden had to go to the Raad and ask their permission to change the logo, which they have now reluctantly agreed to do. However, the Raad told Van Eijden that UNDER NO CIRCUMSTANCES would they consider going back to the old logo, that is not now, and never will be, an option.

What Van Eijden has to do now, is go back to all the different stakeholders, and ask them to work with him (and marketing director Jacques Nagel) to produce a new logo, which combines new ideas with the best features of the old one. The point is though that Van Eijden's hands are tied, he does not have the authority to bring back the old logo even if he wanted to (which he doesn't).

I understand he had a meeting with the supporters groups on Tuesday night, but I don't know what the outcome was.

You guys would know more about that than me.

[Manneken Pis]

The point some of you guys are missing is that Ajax N.V. does not own the Ajax logo, and therefore has no right to change, or alter it in any way. The Ajax logo still belongs to the original sporting club, under the leadership of the Ajax commission ('Raad' in Dutch).

So under pressure from the fans, Van Eijden had to go to the Raad and ask their permission to change the logo, which they have now reluctantly agreed to do. However, the Raad told Van Eijden that UNDER NO CIRCUMSTANCES would they consider going back to the old logo, that is not now, and never will be, an option.

What Van Eijden has to do now, is go back to all the different stakeholders, and ask them to work with him (and marketing director Jacques Nagel) to produce a new logo, which combines new ideas with the best features of the old one. The point is though that Van Eijden's hands are tied, he does not have the authority to bring back the old logo even if he wanted to (which he doesn't).

I understand he had a meeting with the supporters groups on Tuesday night, but I don't know what the outcome was.

You guys would know more about that than me.

Very Interesting PC....thanks.
It does raise one obvious question....why are 'the Raad' so dead set against this idea which seems to have the support of the vast majority of the supporters? Is it a legal issue? Is the the a cost associated we don't know about? Is it simply ego???

[Kowalczyk]

It does raise one obvious question....why are 'the Raad' so dead set against this idea which seems to have the support of the vast majority of the supporters?

That is indeed the only big question... I have absolutely no idea.

They say that the old logo is not up to modern standards and that the typography and composition of the thing are unacceptable. This what some marketing agency told them. But other agencies tell a whole different story: they say that changing a classic logo is a very stupid thing to do in the first place, because it will alienate stakeholders.

So, basically, even if you ask a 'professional' you can get very different answers. It really is a matter of taste - and nothing more than that. Which - once again - raises the question: what do they have against the old logo? It was good enough until 1990... what made them change their mind? Why don't they listen to their Ajax heart and change it back...?

What is the real reason for not wanting it. There must a be a reason we haven't heard yet... Otherwise I simply don't understand it.

K.

[ZoefdeHaas]

SImply superstition that the old logo would bring the "glory days" bak to reality. Current logo look sjust as fine, and looks better on the modern kits. Dont see what the whole fuss is

[Kowalczyk]

SImply superstition that the old logo would bring the "glory days" bak to reality.

Did any of the supporters ever say that it's got anything to do with that...?

K.

[The Purple Cow]

well yes, actually. I remember one poster on ajax-netwerk claiming that when ajax players should begin a game wearing the old logo that they would stand "..meteen 1 - 0 voor. (!)

From what I hear the standpoint of the commisioners is that Ajax is "... also about the future, not just about the past."

Ajax's two key sponsors Adidas and ABN also think a return to the old logo is a terrible idea, btw.

[Real Ajax]

Current logo look sjust as fine, and looks better on the modern kits.

Well, obviously there are a lot of people (me included) who think the modern kits have been a disgrace. Two wrongs don't make it right and all of that, innit? This "rumour" that Adidas don't like it makes a lot of sense though, obviously it's bussiness and not aesthetics that are keeping The Smurf in place.

[SE6Ajacied]

Current logo look sjust as fine, and looks better on the modern kits.

Shall we do a survey? I'm in the "no it doesn't camp" :D

[Ferrykoek]

in dutch, sorry.. source ajaxlogo.nl



what is basicly says is, the Supporters set an ultimatum to ajax, and they want an answer REAL soon, but ajax is still hesitating about it

the supporters also said they will continue to make actions for the return untill it is finaly back

[The Purple Cow]

I can assure you that the rumours saying that Adidas have raised objections to a return to the old logo are completely false. Ajax does have a very serious issue with Adidas at the moment, but that's not what its about.

The objections come form within the sporting club Ajax, for the reasons given above, and from Ajax N.V.'s marketing divivsion who think the idea is totally insane. Which to be fair, in marketing terms, it is.

These ASD people are not very bright are they?

The reason that Jakke and Van Eijden were silent after the ultimatum was given to them is simple. IT IS NOT THEIR DECISION TO MAKE. Ajax NV does not own the Ajax logo. The sooner someone gets that point through the ASD's thick skulls the better.

Before the meeting on Tuesday the N.V. were very pessimistic about the chances of success, now we can see why.

[Real Ajax]

Which to be fair, in marketing terms, it is.

Is it? [just to be sure: I'm asking in a friendly/curious way ;)] Obviously the old logo for a majority of Ajax-fans (i.e. potential consumers) makes for a stronger product. I mean, I'm no marketing specialist (just a sociologist) but it's about selling feelings/ideas innit? The old logo stands for memory, warmth, glory, the Smurf for distrust, coldness, nonhistoric thinkin, etc.

Really, this should be a win-win situation: a) give the people what they want b) make loads of money while giving them a)

[ZoefdeHaas]

People are wasting their time, trophies is what we need, not a new, or return of the old, logo :yes:

[Real Ajax]

One doesn't rule out the other (I don't see Blind wasting his time on this discussion. ;) )

[Per]

First and last opinion in this thread.

I don't give a flying f#ck what the club crest looks like as long as we win.

But then again I might just be a historyless idiot.

[Eric]

You historyless twit!

;)

[Kowalczyk]

No surprise... I mean: the guy is from the country that gave the world IKEA. What could he know about tasteful design?

:cheer: :eusa_dance:

K.