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.