Tottenham announce new logo and 'remastered' branding as fans left divided over changes
Tottenham Hotspur have “remastered their brand identity” by making changes to their club logo and signature font.
More than 300 players, including players, helped reshape the club's most recognizable features to make it more “playful and daring.”
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in a statementthe club said: “Welcome to our remastered brand identity, encompassing our rich history and unmistakable legacy.
“Created with the input of over 300 players, staff and faalsons to fully understand what Tottenham Hotspur For them, our new identity allows for a more fun and bold approach to the Club's brand across the multitude of platforms it now appears on, with a particular focus on clarity in digital environments.
“The world-famous rooster is prouder than ever and is supported by a silhouetted version, along with the reintroduction of the THFC monogram and new colours, patterns and hallmarks linked to the Club's heritage.”
And the club also detailed adjustments made to the iconic rooster badge.
The Premier League team's current logo has a rooster on top of a football, with details of both symbols included, as well as 'Tottenham Hotspur Football Club' below it.
Now, they removed the writing and also added a version where the objects are crossed out.
The statement continued: “A club of firsts, Tottenham Hotspur took an unprecedented step in 2006 to modernize its identity by simplifying the badge around its world-famous rooster, which has since remained only in a minimalist, iconic style and which other clubs now they are doing.
“We have removed the curved 'Tottenham Hotspur' text from below the rooster.
“This allows us to scale up in different environments and be proud to be a true icon for the Club.”
The Spurs have also reintroduced the 1950s 'Monogram' on their merchandise.
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The club said: “A truly iconic part of the Spurs brand for almost 60 years, a fan favorite from the 1950s that went on to feature prominently on the Club's badge for many years.
“The Monogram has a special place in our history, now remastered for our future. THFC.”
Spurs fans on social media were left divided over the changes.
“I was afraid to move us away from the current logo, so I'm glad that's not the case,” said one on X.
“These are interesting, if nerdy, changes in particular…”
“I love these designs,” said a second.
But a third slightly A less impressed fan, referring to Spurs' current form, said: “I tell you what would be great for the @SpursOfficial brand: reprioritise the green part in the middle of the stadium and see what that means for the brand.”
“Can our remastered source score the far post?” joked a third.
A fourth said: “I know you want to invest in the team, but can I interest you in a useless rebrand?”
Spurs lost their most recent match before the international break.
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They suffered a 2-1 home defeat to Premier League new boys Ipswich Town, who had not won a league match prior to their visit to north London.
Spurs return to action on Saturday against the reigning Premier League champions city of manchesterlooking for its first victory in five games.
