Tottenham Hotspur has updated its club badge in a new branding effort, removing the club’s name and making other subtle changes. The team has used a version of their iconic cockerel logo since the 1920s, and the minimalist design they introduced in 2006 has been a feature on their jerseys. The most recent redesign, however, is a more modern, simplified version. The new badge has been in the works for about nine months, with help from branding specialists at Studio Nomad. The club aims to refresh its image while still honoring its long history.
One noticeable change is the removal of the club’s name, “Tottenham Hotspur,” from the crest. Additionally, the navy blue color has been slightly darkened, which the club believes makes the cockerel look more striking. Despite these changes being subtle, some fans are finding it hard to spot all the differences between the old and new designs.
Manager Ange Postecoglou supports the new look, explaining that the refreshed brand represents the club’s desire to succeed in its own unique way. He believes the design symbolizes a constant search for improvement and innovation. Executive director Donna-Maria Cullen emphasized that the redesign reflects the club’s ambition, energy, and commitment to innovation both on and off the pitch. She said the goal is to elevate the brand, making it more exciting, bold, and fun.
Along with the new badge, Tottenham plans to incorporate the initials “THFC” into their branding, which was last used in the club’s crest during the 1990s. The updated brand also includes new fonts, colors, and patterns that reflect the club’s heritage and history. Fans will be hoping that this new outlook inspires the team after a tough recent run of results, including losses in both the Europa League and the Premier League. Tottenham currently sits in 10th place in the league standings, and they will face Manchester City next.
Overall, the club’s new branding effort is a step towards modernizing the image of Tottenham Hotspur, while still respecting its past and legacy.
