Tottenham announce refresh of club branding, including crest, monogram, and font
The club is going even more minimalist, and notably bringing back the old THFC monogram.
For the first time since 2006, Tottenham Hotspur are updating the club’s branding. Spurs announced on their website and social media channels that the club is updating and refreshing the official club font, tweaking the cockerel-on-ball club crest, and reintroducing the THFC historic monogram as it attempts to freshen up its overall marketing look and feel after nearly 20 years.
Streamlined Club Crest
Tottenham was one of the first clubs in the early 2000s to make a radical and modern adjustment to its team branding, resulting in the modern-looking and revamped cockerel-on-ball club crest. To its credit, the crest looks as fresh and modern today as it did back in 2006. The tweaks to the crest itself are minimal and unlikely to be noticed by many fans if attention was not called to it — the club is removing the “Tottenham Hotspur” wordmark below the crest, making it just the cock-on-ball, which will, as the release says, “increase its scale across different environments and stand proud as a true icon for the Club.”
Welcome back, club monogram
As depicted in the header photo of this article, the club is also revitalizing and bringing back the old THFC monogram which hasn’t been in use since the last branding refresh in 2006. You can see the old monogram, which featured in previous versions of the club crest, in old promotional photos. To my designer’s eye, the new version on the monogram has kept the basic shape of past versions, but has also been streamlined, reducing the intensity of the old font’s serifs and making it look cleaner and more modern. It’s a nice nod to the club’s past.
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