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Writer's pictureRoger Hampel

Tottenham Hotspur Unveils Remastered Brand Identity: A New Step into the Future Rooted in Heritage.

Roger HampelTottenham Hotspur Unveils Remastered Brand Identity: A Bold Step into the Future Rooted in

Tottenham Hotspur Brand Identity

Photo Credit: Tottenham Hotspur


Tottenham Hotspur, a club synonymous with innovation and tradition, has unveiled its remastered brand identity, a reflection of its rich history and an ambition to set new benchmarks in the footballing world. This dynamic transformation is the result of a 9-month collaboration with sports branding specialists Studio Nomad, aimed at creating a cohesive identity that resonates with fans, players, and stakeholders alike.




The Journey to Reinvention


The remastered brand identity is a culmination of insights gathered from over 300 individuals, including current and former players, coaches, staff, and fan groups. By delving into the essence of what Tottenham Hotspur represents, the Club has reimagined its visual and verbal language to embrace both heritage and modernity.

From Thursday, 28 November, fans can experience this transformation firsthand, as the updated brand will be prominently displayed throughout Tottenham Hotspur Stadium and along Tottenham High Road during the home match against AS Roma.


Key Features of Tottenham’s Brand Evolution Tottenham Hotspur Brand Identity

  1. - The Iconic Cockerel Takes Center StageThe world-famous cockerel, synonymous with Tottenham Hotspur, has been given a fresh lease of life. Now accompanied by a silhouette version, it offers a playful yet iconic representation that enhances the Club’s visual identity across platforms.


  2. - Reviving the THFC MonogramA beloved emblem from the 1950s makes its return, modernized for today’s aesthetic while retaining its nostalgic charm. This marks a significant nod to the Club’s storied past.

  3. - A Palette Inspired by LegacyNew colors and patterns, rooted in the Club’s history, have been introduced. These elements celebrate iconic heritage features, including the Seven Sisters Trees, Bruce Castle, and the year of Tottenham’s founding, 1882.


  4. - Dynamic TypographyThe Club’s font has been overhauled, transforming a single display font into a versatile family of typefaces. This ensures clarity and adaptability across all digital and physical platforms.

  5. Heritage Meets PlayfulnessWith new hallmarks and visual elements, Tottenham’s brand exudes boldness and innovation while remaining true to its roots. The updated design is crafted for seamless integration into modern digital environments, ensuring the Club stands out globally.





Leadership Perspectives


Ange Postecoglou, Men’s Head Coach, encapsulated the Club’s ethos:

“The brand represents consistently challenging what you do and looking for an edge. It encapsulates values ingrained in what this football club is — we want our people to dream and we want to stand out from the rest.”

Donna-Maria Cullen, Executive Director, highlighted the forward-looking nature of the project:

“We have taken aspects from our history, our emblems, and our imagery, and moved them forward. This is something everyone at the Club can unite behind.”

Studio Nomad’s Vision


Terry Stephens, Co-Founder of Studio Nomad, expressed pride in collaborating with Tottenham:

“Working closely with the Club, we helped define a clear North Star and a visual identity that ties together everything they do on and off the pitch. Spurs has set a benchmark for how modern football clubs are run.”

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