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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

CAMPAIGN AI

Our new premium service offering bespoke monitoring reports for your company .

find out more

Become a member of Campaign

Get the latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now


Campaign AI

Our new premium service offering bespoke monitoring reports for your company

Find Out More