In November 2024, Tottenham Hotspur unveiled a comprehensive brand refresh that pays homage to its rich heritage while embracing modern design elements. This initiative, developed over nine months in collaboration with London-based agency Nomad, involved input from over 300 players, staff, and fans.
Refined Crest and Iconography
The club’s iconic cockerel crest has been subtly updated in partnership with designer Chris Mitchell, who previously led a significant redesign in 2006. The updated crest now stands alone without accompanying text, emphasising its singular identity. Two versions have been introduced: a silhouetted ‘brand logo’ for campaigns and signage, and a more detailed ‘club logo’ for everyday contexts.
Additionally, the ‘THFC’ monogram, a fan favourite from the 1950s that featured prominently in past badges, has been reintroduced. Modernised in collaboration with type specialist Miles Newlyn, this monogram bridges the club’s storied past with its contemporary identity.
Typography and Visual Elements
The club’s typographic system received a significant overhaul. Working with F37 Foundry, the existing display typeface was transformed into a dynamic suite of variable fonts. This new system incorporates ligatures, italics, and reverse italics, offering versatility while maintaining a cohesive look.
The refreshed visual identity also includes a suite of heraldic icons drawn from the club’s heritage and geographic roots, such as its founding year of 1882, the Seven Sisters trees, and Bruce Castle. These elements, combined with a vibrant colour palette inspired by the club’s history and surroundings, aim to bring the club’s daring spirit to life across various platforms.
Community Engagement and Future Vision
This brand refresh underscores Tottenham Hotspur’s commitment to honouring its history while looking forward. By engaging with a broad spectrum of the club’s community and integrating historical elements with modern design, the club aims to resonate with both long-time supporters and new fans.
As the club moves forward, this revitalised identity will play a pivotal role in uniting its storied past with its ambitions for the future, ensuring that Tottenham Hotspur remains unmistakably Spurs.
Images/Sources: tottenhamhotspur.com | creativebloq.com | creativereview.co.uk | nomadstudio.com
