Tottenham Hotspur Rebrand: A Designer and Fan’s Perspective

These past few weeks, we’ve seen an influx of rebrands in the world of sports and beyond. From Jaguar to Ajax and, most notably for me, Tottenham Hotspur. As both a graphic designer specializing in branding and a lifelong Spurs fan, I was excited, albeit apprehensive, about what had become of the beloved cockerel of Hotspur Way. Rebrands for global sports clubs are no small feat, and satisfying a loyal, often fickle fan base is a monumental task.

Tottenham Hotspur partnered with Nomad Studio, a London-based agency known for their stellar work in sport, media, and entertainment branding. And honestly, they didn’t disappoint. In fact, I was blown away. Given the quality of their portfolio, such a result should be expected, yet their work on this project still left me in awe. The collaborative process, involving over 300 players, staff, and fans, ensured this rebrand reflects the true essence of the club.

A Closer Look at the Redesigned Cockerel

The iconic cockerel emblem now stands on its own, stripped of the "Tottenham Hotspur" text that once accompanied it. Interestingly, the text hasn’t featured on the home shirt crest for years, making this transition feel natural. The addition of a silhouette version, while losing the ball detail, enhances the emblem’s impact across a variety of applications—both digital and physical. It’s a subtle change that, if we’re honest, helps the brand in terms of versatility and recognition. Most fans might not even notice the difference unless it’s pointed out.

Discover the Tottenham Hotspur rebrand by Nomad Studio through this stunning logo highlight reel. Showcasing the redesigned cockerel emblem, revamped THFC monogram, and bespoke typography, this video captures the essence of the club’s bold new visual identity. Celebrating heritage while embracing modernity, the rebrand sets the stage for Tottenham's future. Created by Nomad Studio, experts in sport, media, and entertainment branding.

Miles Newlyn and the Revival of the THFC Monogram

One of the most exciting elements of the rebrand is the return of the THFC monogram, a design rooted in the club’s 1950s crest. Its revival, led by renowned type designer Miles Newlyn, is a perfect example of how to bridge tradition with modern branding.

For fans like me, the monogram evokes nostalgia—it’s a design I remember fondly from childhood merchandise at the club shop. Newlyn’s modernized take on the emblem, however, ensures it feels fresh and versatile for today’s digital and physical platforms.

Beyond the monogram, Newlyn also designed the bespoke typeface featured in the rebrand. This typeface plays a crucial role in unifying the club’s identity across various touchpoints, from merchandise to digital content. The result is a timeless yet contemporary visual language that respects Tottenham’s heritage while embracing the future.

Explore the Tottenham Hotspur rebrand in this logo highlight reel by Nomad Studio, featuring typography and monogram design by Miles Newlyn. This visually stunning video showcases the modernized cockerel emblem, the revamped THFC monogram, and bespoke typeface that bring Tottenham’s heritage into a bold, digital-first era. A masterpiece of branding that balances tradition with innovation, created by the experts at Nomad Studio with contributions from renowned type designer Miles Newlyn.

Heritage Meets Modernity

The rebrand goes beyond just logos. It incorporates heritage-inspired elements like the Seven Sister Trees and Bruce Castle, which deeply connect the club to its local community. These visual hallmarks help to honor Tottenham’s rich history while adapting it for the bold digital era. It’s not easy to bring the past forward into the modern world, but this rebrand accomplishes that with finesse.

Nomad Studio’s Stellar Execution

Nomad Studio truly delivered on this project. Their ability to modernize the club’s visual identity while respecting its storied history is nothing short of remarkable. The process of engaging players, staff, and fans ensures that the new branding doesn’t feel disconnected from the people who live and breathe Tottenham Hotspur. For a fan like me, this thoughtfulness matters immensely.

Personal Reflections: A Fan and Designer’s Take

As a fan, I still want my Tottenham to feel like Tottenham. Change is inevitable, but it should always be done with respect. The club’s past is more than just history—it’s a vital part of its identity, tied to the community and the people who support it. From a designer’s standpoint, this rebrand strikes a delicate balance between honoring tradition and embracing progress. While I may have some reservations, such as the removal of the club name from the emblem, I understand the logic behind it in creating a more versatile and modern brand.

Final Thoughts

Tottenham Hotspur’s rebrand by Nomad Studio, with contributions from Miles Newlyn, is an impressive example of how to approach branding in the world of sports. It modernizes the club’s visual identity without losing sight of its heritage, creating something that feels both fresh and timeless. As both a Spurs fan and a designer, I’m proud to see my club take this bold step forward while keeping its roots intact.

Are you a Spurs fan or a designer with thoughts on the rebrand? I’d love to hear your opinions. Let’s keep the conversation going in the comments.