- The club have revamped their branding with a ‘more playful, daring approach’
- Spurs have used the minimalist cockerel on a football design since 2006
- Tottenham also plan to bring back the usage of their THFC initials in the revamp
Tottenham have reimagined their club badge in a bid to inject the club’s brand with a ‘more playful, daring approach’ – but differences between the two silhouettes are proving challenging for fans to spot.
The north London side have used their iconic cockerel logo since the early 1920s, and it has featured on all iterations of the badge since.
Spurs have been using the most recent version of their badge – a cleanly modern design – since 2006, with the occasional tweaks.
But the latest version of the club’s crest has taken minimalism to new heights.
In a press release shared on Monday, the side shared that they had been working on a full revamp of their ‘brand identity’ for nine months with branding specialists Studio Nomad.
The aim is, the club states, to embrace ‘its rich history and unmistakable heritage’.
Tottenham Hotspur have updated their club badge – but apart from removing their name, can you spot the tweaks?
Players have been wearing a version of the minimalist crest since 2006 (Jermain Defoe pictured that year)
In the old design, the cockerel stands on a vintage-style football with the words ‘Tottenham Hotspur’ emblazoned underneath in the club’s rich navy blue.
The new design might leave fans rubbing their eyes as to where the changes have been made – but one of the most obvious tweaks is the removal of the club’s name.
Another is the slight darkening of the navy blue, a change which Tottenham believes has left the silhouette ‘standing prouder than ever’.
But while supporters might be left scratching their heads about the necessity of the reimagined badge, manager Ange Postecoglou has thrown his support behind the refreshing of the club’s image.
‘We want to be a certain type of football club – we want success like everyone else, but we want to arrive there doing it our way,’ the manager said of the new designs.
‘The brand represents consistently challenging what you do and looking for an edge – when you do get it right, you create something special.’
The club’s executive director Donna-Maria Cullen added: ‘This is a Club that drives, that forges, that innovates, that is relentless both on and off the pitch. This phenomenal exercise has been about bringing it all together, defining it, taking it to the next level.
The club plans to incoporate the THFC logo (seen on Paul Gascoigne’s badge in 1991) into their new branding
‘The reimagined brand embraces all the excitement, all the innovation and shows that we’re going to be brave, we’re going to be exciting and we’re going to have some fun – this is where we should be with our brand right now.’
As well as the new badge, the club is introducing the THFC monogram redolent of the club’s late 20th century imagery, refreshing their fonts and colours, and introduce ‘new patterns and hallmarks linked to the Club’s heritage’.
Tottenham fans will hope this reinvented outlook inspires their players after heading into the international break having lost in both the Europa League to Galatasaray, and Ipswich Town in the Premier League.
The club currently sits 10th in the league standings, and will travel to champions Manchester City at the Etihad when domestic football returns this weekend.
