Tottenham Hotspur FC: a change of brand identity to adapt to the digital world

Tottenham Hotspur FC (Premier League) has introduced a new brand identity created using "input from over 300 current and former players, coaches, key staff and fan groups," announced the London (ENG) club on 18/11/2024.

The new identity, which includes a new logo among other things, 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," said the club.

"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. We have removed the curved 'Tottenham Hotspur' text from beneath the cockerel. This enables us to increase its scale across different environments and stand proud as a true icon for the club," explained Spurs.

As part of the rebranding, the London club has:
• reintroduced its "THFC" monogram, which will be used on merchandise and other items;
• created six distinctive badges linked…