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In a world full of United's, City's and Rovers, there is only one Hotspur.
Tottenham Hotspur Football Club last developed their brand identity in 2006 – taking unprecedented steps to simplify their club crest and creating a custom display typeface. 18 years on, as other clubs start to follow in those footsteps, it was time to reimagine our brand. To challenge the perception of what a modern football club brand is, we embraced our rich history and unmistakable heritage, to create a richer, and wider, world of assets that connect with the fans of today, engages with the youth of tomorrow, and better support the demands in the football space and beyond.

The Objectives:
- Define a new internal philosophy and a set of core values and behaviours everyone can unite behind.
- Develop a visual and verbal identity that reflects the new philosophy and takes inspiration from our heritage to build something unique for our future.
- Deliver a flexible, playful brand identity system which empowers fun, creativity, and dares, helping to engage with new audiences and younger fans across the globe.

The challenge was to make it appeal to new, younger global audiences, whilst maintaining a clear connection to existing fans.

From conversations with over 300 current and former players, coaches, key staff and fan groups, it was clear Spurs have always dared to be different. A pioneering, restless spirit saw us stake our claim as a club of firsts; the first (and only) non-league club to win the FA cup, the first in the modern game to win the League and FA Cup double, the first team to wear numbers on the back of their shirts, and the first British team to win a European trophy.

A new club-wide philosophy was created based on this restless spirit and the relentless drive in the pursuit of glory, both on and off the pitch. It gives us a single North (London) star to align to, ensuring all employees share the same actionable statement of intent, no matter what role they play across the business. It also gives us the creative hook to remaster the brand identity – injecting heat, light and intensity into the way we look, speak and act.

The cockerel stands prouder than ever, used across kits and core communications. A remastered silhouette version improves legibility in digital spaces and can be used for limitless combinations of textures and patterns to help connect and engage with new younger audiences.

A “new” secondary piece of IP was developed – The THFC monogram was an iconic part of the Spurs brand for nearly 60 years – a fan favourite from the 1950s that went on to feature heavily in the Club’s badge. Our intention was to reintroduce a version that would be immediately identifiable by fans, to offer more variety in branded comms, and open up new merchandise opportunities.

A series of wordmarks were created to increase consistency in the way the Club’s name appears within comms, and give more flexibility in the weighting between crest/logo and the Tottenham Hotspur name.

We remastered our existing custom typeface – originally created nearly 20 years ago, it was expanded from 76 to nearly 7,000 characters. We used the idea of heat to expand and contract the font, creating a variable headline and lowercase text variant, which is flexes to suit any platform. The curves within the typeface were redrawn to reflect the chest, tail and beak details within the cockerel emblem.

A series of hallmarks were produced to celebrate elements of the Club’s history and our local area – including Seven Sisters Trees, Bruce Castle, Northumberland Lions, 1882 (our founding year) and N17 (our North London postcode). Inspired by hallmarks forged into metal, each icon is housed in shield shapes taken from Spurs club badges of the past.

The signature combination of Lilywhite and Spurs Navy remain core colours (ever present as our home kit since 1898), with a new supporting palette drawn from Club heritage. A suite of heat and light-inspired patterns provides additional assets for communications.
A bold verbal identity was developed, defining key principles and tone of voice. Wide-ranging before-and-after examples and onboarding workshops ensured a seamless integration across the organisation.

The work launched internally at a special event held at the Stadium in November 2024. Several weeks later the visual and verbal identity were introduced to the public. It immediately connected with fans old and new, and yet again set a benchmark for others to follow.

Key Highlights:
• Over 8m impressions and 50k+ articles views, across O&O channels on launch day.
• Brand launch film was aired across Sky Sports News – an unprecedented occurrence seen by over 13 million people.
• The Brand launch was the club’s 5th most engaged story ever! (eclipsing major transfer news and kit launches which are traditionally the most engaged content).
• Spurs have become the most followed football club on the planet on TikTok (over 8m more than second place Man City)
• 24m + supporters engaged with launch
• 400% increase in email engagement from fans - smashing a digital KPI for the season to reengaged with light and lapsed fans.
• Overwhelming positive reviews, engagement and impressions from the brand, creative and marketing industry voices.

“Probably one of the best rebrands I have seen of late. Improve the old, give a twist of modern, make it iconic, and allow for flexibility and fun. Not a Spurs fan but I will need all the merch with that monogram, that is for sure.”

“The work shows how wide-ranging football clubs are, and it’s good to see a club work with the idea that just one crest isn’t enough”

“​​Overall, this “remastering” cleverly side steps any drastic changes that would anger fans and adds plenty of relevant and crowd pleasing assets with the new icon set while being able to infuse the team with a new visual energy that has an electrifying and exciting aura to it.”