Should Other Clubs Return to Previous Versions of Their Logos?
Nov 19, 2024, by Chris
- Fan Discontent with Minimalist Logos: Many football fans dislike minimalist logo redesigns due to a perceived disconnect from tradition and emotional attachment to the original crests.
- Teams Reverting to Traditional Crests: Ajax Amsterdam and Atlético Madrid have returned to their older, more traditional logos after fan dissatisfaction with minimalist versions.
- Negative Impact of Minimalist Rebrands: Research suggests minimalist logos may hurt brand recognition and emotional connection, and the trend of recoloring logos has also drawn the ire of many fans.
Minimalism has swept through logo design across industries, including football, where many clubs have overhauled their crests to fit a sleeker, digital-first aesthetic. Many football fans did not like the fact that their teams were disconnected from tradition - now, it seems, the era of minimalist designs is over. Big thanks to graphic artist @EmilioSansolini for some of the images and the heads-up for this article.
Bayern Munich's logo throughout the years
Football crests are not just logos like those of an ordinary company. Fans often develop a strong emotional attachment to these motifs, which become part of the club structure. Changing the club crest is, therefore, one of the most important decisions for a football team as a whole, probably just exceeded by the team's colors and name.
Minimalist New Logos - A Trend in Reverse?'
Image via @EmilioSansolini.
Ajax Amsterdam and Atlético Madrid have reverted to their traditional crests following years of fan dissatisfaction with modernized versions. It was well-accepted by many, especially by their fans.
- Ajax: After 34 years with a minimalist design, the club reintroduced its classic crest to mark its 125th anniversary. According to Managing Director Menno Geelen, this decision was driven by long-standing fan demand
- Atlético Madrid: The club held a fan vote, and the overwhelming majority supported returning to the previous emblem.
Other Clubs to Follow Suit?
🙏 Juventus, take the chance and return to the old crest, as done by Ajax today pic.twitter.com/M9WLvwHucM
— Footy Headlines (@Footy_Headlines) November 17, 2024
There are several teams whose fans want their teams to bring back old logos. The most popular one is surely Juventus, who switched to a minimalist J in 2017. Fans of many other teams like Bayern, Inter, and Liverpool (who made its Liverbird the main logo for kits and digital) want old logos back, but the desire for the old logo is not bigger for any team than Juventus.
It is easy to understand why fans want the old logos back, especially in the case of Juventus - the J crest has nothing in common with the club's old crests.
Research Suggests That Minimalist Logos "Destroy" Brands
Companies like Intel became much less recognizable after their rebrands.
Indeed, new research highlights a potential downside of "debranding." By stripping logos of their unique, recognizable elements, brands risk losing the emotional connection and distinctiveness that set them apart. This trend, while practical, might inadvertently turn memorable brands into indistinguishable "blands," raising questions about the cost of simplicity in design.
For example, the famous brand Burberry brought back the knight from its previous logo design in 2023, leaving minimalism behind for identity. It is similar to the move made by Ajax 18 months later.
The Hatred of Recolored Logos
Another trend that has become more and more unpopular with die-hard supporters is the recoloring of the club's badge. Monochrome badges are the most hated element of kits for many fans currently. The desire to stop the recoloring ultimately resulted in new kit rules for Benfica that prevent badge recoloring, which other fans might inspire to implement similar rules.
Footy Headlines has no information on whether other popular teams plan to bring back their old logos. However, it seems probable that Ajax won't be the last.
Should other clubs return to their previous version of their badges? 🤔 pic.twitter.com/0k7vpXiWJ8
— Emilio Sansolini (@EmilioSansolini) November 17, 2024
Should other teams follow suit and return to old logos? Let us know in the comments below.
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Ahead of its official release, images of the new Grêmio 26-27 third kit have leaked online, offering a look at New Balance's latest creation for the Brazilian club. Celebrating the 30th anniversary of Grêmio's 1996 Triple Crown season, the jersey comes in a vibrant royal blue base accented with subtle tonal pinstripes. It features a classic white polo collar with gold trim, matching sleeve cuffs, a gold-accented club badge, and a gold "1996" detail inscribed just beneath the collar.
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Saudi Pro League side Al Shabab has officially revealed its new home and away kits for the 26-27 season, manufactured by local brand Offside. The home shirt presents a traditional look featuring bold black and white vertical stripes alongside a classic black collar. Meanwhile, the away jersey features a sleek black base highlighted by elegant gold details, shoulder piping, and a subtle graphic pattern across the torso.
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Sunderland AFC and Hummel have officially unveiled the club's new 26-27 third kit, drawing inspiration from the city's rich history of glassmaking. The new design boasts a deep blue base covered in a repeating tonal stained-glass graphic pattern, which incorporates the classic football emblem from Sunderland's iconic ship badge.
Elevating the shirt's look are metallic copper accents used for the retro Sunderland crest on the chest and the Hummel branding on the shoulders. The outer back neck area features the inscription "Glass Making Since The 7th Century" in matching copper text, paying homage to Monkwearmouth's historic St Peter's Church and the roots of local craftsmanship.
The Sunderland 26-27 third kit is accompanied by a broader capsule collection, including a matching varsity jacket and pre-match warm-up range, with official availability starting August 14, 2026.
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Spanish club AD Alcorcón and kit supplier Kappa have officially launched the team's new away strip for the 26-27 season. The new uniform brings a bold design to the pitch, combining a distinct color scheme with Kappa's signature template elements.
The Kappa AD Alcorcón 26-27 away shirt features a deep green base paired with striking red accents across the shoulders. All technical details and branding, including the monochromatic AD Alcorcón crest, the Kappa Omini logos on the chest and shoulders, and the main front sponsor, are applied in a vibrant red tone.
Completing the set, the new away kit is paired with green shorts featuring red side panels, alongside matching green socks. The full uniform is available through the club's official online store.
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National League side Woking FC and kit maker Erreà have officially unveiled the club's new away kit for the 26-27 season. This follows the earlier launch of their new home shirt.
The Woking FC 26-27 away jersey features a yellow base detailed with thin vertical navy pinstripes. Navy accents are applied to the collar and sleeve cuffs, accompanied by subtle gold trimming on the sleeves. The kit is finished with a monochromatic navy club crest and matching sponsor branding from Nuffield Health across the chest.
For the home shirt, Woking sticks to tradition with a classic half-and-half red and white design. It features black ribbing around the crew collar and sleeve cuffs with white accent lines, maintaining a clean look for the 26-27 campaign.
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Swansea City and Joma have officially launched the club's new third kit for the 26-27 Championship season. The new strip completes the Swans' kit collection for the campaign, offering a sleek look inspired by the local coastline.
The Joma Swansea City 26-27 third shirt features a black base overlaid with a subtle tonal wave pattern across the body. A classic polo collar and matching sleeve cuffs feature crisp white piping, complemented by silver-white detailing for the Joma logo, principal sponsor AG1, and the standalone swan crest.
As with the home and away jerseys, Welsh identity is embedded throughout the shirt, with "ABERTAWE" printed on the upper back neck and the club slogan "Ein Hanes. Ein Dyfodol. Ein Ffordd." featured inside the collar label. Black shorts and socks complete the new Swansea City 26-27 third kit.
