Tottenham Hotspur unveils modernised club badge

LONDON – Tottenham Hotspur's famous cockerel and ball badge has undergone a facelift to take it into 21st century with a sleeker, more modern image.

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.

"We knew it would be important to develop a badge everyone would feel was progressive, but without any sense of loss of our proud heritage and I feel we have achieved that."

The badge was designed following an extensive research project into the club's values, vision and personality with fans, shareholders, ex-players, club officials and long-standing members of staff.

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