Tottenham Hotspur Football Club has unveiled a remastered brand identity, which aims to embrace its rich history and heritage.
The remastered brand is being rolled out across all the Club’s physical and digital touchpoints. It will be seen throughout the stadium and along Tottenham High Road at its upcoming home matches, starting with AS Roma on Thursday 28 November.
This is the culmination of a nine month journey with sports branding specialist Studio Nomad, gathering input from over 300 current and former players, coaches, key staff and fan groups to fully understand what Tottenham Hotspur means to them.
Tottenham Hotspur took a step in 2006 to modernise its identity by simplifying the badge around its famous cockerel, that has since stood alone in minimalistic, iconic fashion and which other clubs are now doing.
Today, the cockerel is supported by a silhouette version that allows for a more playful expression of the brand.
The Club has reintroduced, modernised and remastered the THFC monogram – a fan favourite from the 1950s that went on to feature heavily on the Club’s badge for many years.
Colours and patterns built from iconic elements of the Club’s past have also been introduced, as well as a suite of hallmarks developed to celebrate key heritage features, including the Seven Sisters Trees, Bruce Castle and 1882 – the Club’s founding year.
The Club’s font has also been given a new lease of life, with a single display font being turned into a dynamic, variable family of fonts.
“This is a Club that drives, that forges, that innovates, that is relentless both on and off the pitch. This phenomenal exercise has been about bringing it all together, defining it, taking it to the next level,” commented Donna-Maria-Cullen, executive director at Tottenham Hotspur. “The reimagined brand embraces all the excitement, all the innovation and shows that we’re going to be brave, we’re going to be exciting and we’re going to have some fun – this is where we should be with our brand right now.
“We have taken aspects from our history, our emblems, our imagery and we’ve taken them forward – we’ve now got something that we have built from listening to everyone at the Club, on and off the pitch, and the consistent message coming through. This is something that everyone can unite behind.”
Terry Stephens, co-founder of Studio Nomad, added: “Spurs has set a benchmark for how modern football clubs are run, which in turn places new demands on its brand. Working closely with the Club we helped define a clear North Star and a visual and verbal identity that ties together everything they do on and off the pitch.”
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