Tottenham Hotspur unveils remastered brand identity

Tottenham Hotspur is proud to unveil a remastered brand identity, embracing its rich history and unmistakable 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 our upcoming home matches, starting with AS Roma on Thursday 28 November.

This is the culmination of a 9-month journey with sports branding specialists 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.

A Club of firsts, Tottenham Hotspur took an unprecedented step in 2006 to modernise its identity by simplifying the badge around its world-famous cockerel, that has since stood alone in minimalistic, iconic fashion and which other clubs are now doing.

Today, the cockerel stands prouder than ever and is supported by a silhouette version that allows for a more playful expression of the brand.

We’ve reintroduced the THFC monogram - a fan favourite from the 1950s that went on to feature heavily on the Club’s badge for many years. We have modernised and remastered it.

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.

Embracing our rich history and unmistakable heritage

We’ve reintroduced the THFC monogram - a fan favourite from the 1950s that went on to feature heavily on the Club’s badge for many years. We have modernised and remastered it.

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 iconic font has also been given a new lease of life - turning a single display font into a dynamic, variable family of fonts that are unmistakably Spurs.

The refreshed assets enable a more playful, daring approach for the Club’s brand across the multitude of platforms on which it now features, with a particular focus on clarity in digital environments.

The result - an updated brand that stays true to Tottenham Hotspur’s rich history with the flexibility to embrace the future.

Ange Postecoglou, Men’s Head Coach, said: “We want to be a certain type of football club - we want success like everyone else, but we want to arrive there doing it our way.

“The brand represents consistently challenging what you do and looking for an edge - when you do get it right, you create something special.

“It encapsulates values that are ingrained in what this football club is - we want our people to dream and we want to stand out from the rest and do things a little bit differently.”

Donna-Maria-Cullen, Executive Director, Tottenham Hotspur, said: “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.

“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, Studio Nomad, said: “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”