DESIGN / BRANDING / ART DIRECTION / CREATIVE ACTIVATION
Tottenham Hotspur Stadium
TOTTENHAM HOTSPUR FOOTBALL CLUB
The brief was to refresh and enhance the Tottenham Hotspur Stadium brand. The previous logo had been created as an identifier for the opening of the stadium in 2019, but had little in the way of supporting assets to accompany. As the use of the stadium had progressed to host it’s first concerts, NFL games and the opening of various visitor attractions since COVID, the need for a stronger, self-sustaining and flexible brand identity was apparent.
The need for the brand refresh was also driven by the launch of a new independent app and site for the Stadium proposition. Previously, visitor attractions and third-party events had lived on the Tottenham Hotspur site alongside football content.
Launched in the summer of 2023, the Tottenham Hotspur Stadium is a visually strong, emotive and exciting brand with flexibility to carry through a wide variety of stadium events, visitor attractions and marketing campaigns whilst staying consistent and recognisable as an entertainment destination.
The visual language takes influence from the natural, flowing curvilinear forms of the Stadium’s architecture and is brought to life through a vibrant and electric colour palette, befitting of the events that are held at the stadium. Subtle gradients compliment the integration of patterns and inject movement and depth in design application.
Year
2023
Project Type
BRAND IDENTITY | GRAPHIC DESIGN | SEASONAL CAMPAIGN CREATIVE
Logo
The logo is a refreshed iteration of the previous Tottenham Hotspur Stadium logo, created for the stadium opening in 2018.
The addition of the tapered key line brings depth and perspective to the stadium facade, which appeared flat in it’s previous guise. The wordmark changed in-line with brand typeface development, moving the stadium away from the core Tottenham Hotspur club font, Apex.
Visual Language
The core shape elements of the brand are based on the natural, flowing forms of the Stadium architecture.
The curvilinear elements peak and trough as they wrap around the Stadium, creating shapes that visually express the unpredictable and exciting nature of events.
“It’s all about dynamism and movement... mounted at angles and peppered with thousands of different-sized perforations, creating angles and texture.”
Christopher Lee on Tottenham Hotspur Stadium façade
Populous EMEA Managing Director and Project Director for Tottenham Hotspur Stadium
Photography
Lightroom presets were developed to help edit photography so it fits seamlessly with the visual language. Emphasis was placed on vibrance and colour through meticulous colour grading. Soft touch gradient mapping of the colour palette allows the brand to filter through the photography, adding excitement and personality.
Premium
Premium photography focuses on presenting the world-class stadium spaces as bright and inviting environments. A separate preset bundle was developed specifically to bring out the premium colour palette
Application Examples
