A reworked primary logo and a new monogram are the highlight of English Premier League side Tottenham Hotspur’s “remastered” visual brand, which the club unveiled on its website on Monday, November 18.
Tottenham says in Monday’s announcement that the new brand identity aims to embrace its “rich history and unmistakable heritage” and was created with the input of more than 300 players, staff and supporters. “Our new identity enables 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 club said.
The most prominent change is the team’s primary crest, the most recent version of which depicts a cockerel standing on top of a football and was adopted in 2006. With Monday’s announcement the curved “TOTTENHAM HOTSPUR” text has been removed from underneath the football, allowing the crest to stand on its own and to be more effectively scaled across different applications, including digital.
Along with the reworked logo, the club has also introduced a silhouette version “that allows for a more playful expression of the brand.” While navy blue and white remain as Spurs’ core colors, the new brand also introduces “a new palette of supporting colours,” inspired by elements of the Club’s history. These include Blazing Yellow, Paxton Purple, Hot Terracotta and Elm Green.
Another major element of the remastered brand is the reintroduction of a “THFC” monogram to the club’s suite of logos. Similar monograms featured heavily in previous iterations of the club crest, and now it stands on its own.
Tottenham has also developed a set of six “hallmarks” to celebrate elements of the club’s history and support their brand storytelling. These include:
- HOTSPUR ‘h’: “Taking inspiration from medieval nobleman Sir Henry Percy – aka ‘Harry Hotspur’ – who the Club was named after by its founders.”
- SEVEN SISTERS: “The famous seven trees in N17, known as the Seven Sisters which adorned our previous club badges.”
- TWO LIONS RAMPANT: “The Two Lions Rampant are taken from the crest of the Northumberland family who feature heavily in the history of the local area.”
- BRUCE CASTLE: “Another feature from the old club crests. The round tower of Bruce Castle in Lordship Lane, Tottenham.”
- WHITE-HOT: “Paying homage to the old shield that graced the East stand of White Hart Lane, below the golden cockerel.”
- EST. 1882: “Celebrating the year our great Club was founded.”
Tottenham’s signature font — which was first developed nearly 20 years ago — has also been reworked, with additional weights and widths added along with special characters and ligatures. A lowercase version has also been designed for use in paragraphs and long-form body copy.
Spurs have been using a version of the cockerel crest without the text underneath on their match kits for several years now. This includes kits made by both Nike and Under Armour.
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