Spurs New Stadium Unveils Brand Identity

New home, new identity for Spurs new stadium.

Tottenham Hotspur has unveiled its new stadium brand identity.

The Premier League club’s new stadium will also stage NFL matches, concerts and other major events as we look to create an iconic global sports and entertainment destination in Tottenham.

This latest move affirms Spurs new stadium’s own brand identity, as with all world-class multi-purpose venues. The design is inspired by the stadium’s South West Elevation as it sweeps over the five-storey atrium – a view of the stadium that fans will enjoy as they walk up the High Road on matchdays. The pattern within the marque is based around the stadium’s veil façade to create a unique and contemporary motif that can stand alone or sit elegantly alongside our famous Club badge.

The designs will be used in a number of ways for stadium-related items including tickets, stadium access cards, food and beverage packaging, uniforms for stadium stewards, security and maintenance teams. Many of these items will also be used at other major events taking place in the stadium outside of the football calendar.

Tottenham Hotspur’s new stadium will currently be known as Tottenham Hotspur Stadium with the ‘A’ of the word ‘Stadium’ stylised to create an arrow pointing north, to represent our proud North London heritage.

Further nods to the football club history can be found throughout the stadium, with Club mottos adorning the elevations of the building along with our distinguished cockerel crest cast in concrete around the stadium perimeter. Inside, you will find feature bars such as The Shelf and The White Hart, as well as the polished concrete floors made from crushed aggregate taken from our beloved former home, White Hart Lane.

The new ident will feature for the first time alongside its Club crest on One Hotspur membership cards, which are set to be dispatched.