Tottenham Hotspur Football Club

Winning our spurs

A football club’s badge oozes pride and history. So you need to tread carefully if you’re asked to evolve it. We bore this firmly in mind when English Premiership club Tottenham Hotspur came to us for help in modernizing its brand. As ever, we started by conducting extensive research, delving into the north London club’s heritage, as well as Premiership, European and world football. We also encouraged supporters’ input through a series of focus groups. The result is based around a refined, contemporary version of the club’s traditional ‘cockerel and ball’ badge. Warmly welcomed all round, it has been consistently applied across a range of promotional material and merchandise thanks to the thorough guidelines we produced alongside the brand refresh.