ABOUT

When Dutch football legend Johan Cruijff died in 2016, the City of Amsterdam decided rename its biggest stadium after him. This important decision involved numerous stakeholders, including the City, professional football club Ajax, the ArenA owners and its sponsors. After winning the prestigious pitch in the summer of 2017, VBAT set about creating a new logotype and visual identity for what henceforth is known as the Johan Cruijff ArenA.

The challenge was creating a visual identity that answered all stakeholder demands, honoured Cruijff’s legacy (and Estate) and positioned the ArenA as a cutting-edge venue for sport, corporate events and entertainment. With a radical architectural upgrade set for completion in 2020, the identity had to be progressive enough to position the ArenA against the world’s other leading stadiums – past, present and future.