Following a nine-month collaboration with sports branding specialists Studio Nomad, Tottenham Hotspur has unveiled a new visual and verbal identity that celebrates the world-famous cockerel and communicates the club’s daring spirit. With any football club rebrand, engaging all stakeholders is crucial for a positive reception. Founded in 1882, Tottenham Hotspur, affectionately known as ‚Spurs‘, has millions of fans worldwide, making changing their identity a challenging task. Nomad gathered input from players, coaches, staff, and fan groups to understand what Tottenham Hotspur means to them.
To build on the brand’s rich history, Nomad worked with icon specialist Chris Mitchell to create a new version of the cockerel symbol. Tottenham Hotspur was one of the first clubs to modernize its identity in 2006, simplifying the badge around its iconic cockerel. The club badge now stands prouder than ever, supported by a simplified silhouette cockerel.
Nomad reintroduced the THFC monogram and introduced new colors, patterns, and hallmarks linked to the club’s heritage. The refreshed assets enable a more playful and daring approach for the club’s brand across various platforms. According to Nomad co-founder Terry Stephens, Spurs has set a benchmark for modern football clubs, placing new demands on its brand.