This Is The Only Time You’ll Hear About This In the States


If you’re a designer who is familiar with the Tottenham Hotspur football club in England, this will be of importance to you on a mildly profound level. If this is the first time you’ve heard of the team because you’re A) an American who doesn’t follow the number one sport in the world, or B) (see A), you’ll still want to follow along because we have here an interesting case of logo redesign.

Just recently the team decided to update their brand with something more sleek and modern. But, as you don’t want to upset the people who like a sport where rioting, stampedes, and general mayhem mixed with bloodshed, off the field, is not uncommon, the Navyblue Design Group had to tread lightly. Here’s the whole scoop:

The cockerel has been redrawn to appear sleeker, more athletic and elegant and the ball is taken from the original cockerel and ball that first sat on the roof of White Hart Lane when former player William James Scott cast a copper centrepiece to perch on the West Stand. The badge has been created by Navyblue Design Group’s design director Alan Ainsley and designer Richie Hartness. Such is the strength of the updated badge that the Premiership side has dropped the Tottenham Hotspur name on the shirt version and will use the logo only. Daniel Levy, chairman of Tottenham Hotspur, said: “The new club badge is a powerful, modern identity. We have sought to reflect our traditions as well as our reputation for style….