The Club today unveiled a new Club badge, the first new design since 1983. As well as replacing the old Club badge, the new design also replaces the Club crest, which was first introduced in 1956.
At the centre of the badge is the ‘Cockerel and Ball’, an image synonymous with the Club and throughout its history. It also carries the Club name, Tottenham Hotspur, the true, official name of the Club. It is unique. In a world of Uniteds, Citys and Rovers, there is only one Hotspur.
The new badge was designed following an extensive research programme that included consultation with groups of supporters, representatives of the Tottenham Hotspur Supporters’ Trust and other key stakeholders, including shareholders, ex-players, Club officials and long-standing members of staff. These workshops were used to define the Club’s values, vision and personality.
Built around the Club’s core values of style, passion, unity, respect and sharing, the new Club badge has been created with the Club’s heritage at its heart whilst having a contemporary style that reflects the Club’s vision and motto of Audere est Facere (to Dare is to Do).
The Cockerel has been re-drawn to appear sleek and proud, athletic and elegant; its whole style is focused and alert. The Ball is taken from the original Cockerel and Ball that first sat on the roof of White Hart Lane in 1909, when former player William James Scott cast a copper centrepiece to perch on the new West Stand. Because of the style of the ball, the design is unique to Tottenham Hotspur. Such is the strength of the new badge, the Club name will not appear on the shirt version, which will be launched in the summer.
Daniel Levy, Chairman of Tottenham Hotspur commented: “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. It has a contemporary feel that reflects the youth and dynamism of the Club, as well as expressing our ambitions and aspirations.”
I like it. They did their homework and did a good job... it's reminiscent of the 60's logo/shirts but is clean and contemporary looking. The typeface is nice but might've looked better straight instead of curved.
... just too many changes and it just doesn't look classy.