Updated Tottenham Hotspur brand aims to add more ‘dare’

The English football club, located in North London, remastered its brand identity after consulting with over 300 stakeholders, including its players, staff and fans. The move is a major update to the club’s 2006 rebrand – undertaken by Navy Blue – and aims to provide ‘clarity in digital environments.’ The club logo remains much the same but does see its curved wordmark, ‘Tottenham Hotspur,’ ditched. Meanwhile, a new brand logo – featuring a silhouetted version of the famous Tottenham cockerel – is introduced, allowing for a more ‘playful’ expression of the brand. The fan-favourite ‘THFC’ monogram is reintroduced to the fold, while hallmark icons are utilised to support its brand storytelling.