If there is one place where brand and emotion come together, it is in football. This club logo has served until 1990. Then it was replaced by a logo against which there is still a lot of resistance. It is a textbook example of how it should not be done. Something that feels authentic and therefore has a lot of emotion, has been replaced by a corporate thing that your main target group alienates from you. The current logo reflects exactly what the club is at this moment: a listed company. It has been around for almost 30 years now, and is certainly not bad, but maybe it's time to make football more important again than money. Then this great logo can return again.