Brand Identity and Style Guide

Welcome

welcomE
TO the Tottenham hotspur
BRAND IDENTITY AND STYLE GUIDE
SUPPORTERS CLUB EDITION Version 2.0 2012
Brand Identity and Style Guide
Content

content

BRAND ELEMENTS
In Detail 3
Our Name 4

Badge 5-11
Badge – Colours 6
Badge – Background Control 7
Badge – Clear Space 8
Badge – Sizing 9
Badge – Horizontal Version 10
Badge – Unacceptable Usage 11

Brand Colours 12-13

Brand Colours 12
Online Colours 13

Typography 14

CONTACT 15

2
Brand Identity and Style Guide
Brand Elements

in detail
brand elements
These guidelines bring to life
the Tottenham Hotspur brand.
The following pages explain how we
write our name, the rules around using
the Club badge, our colour pallette
and our preferred font.

3
Brand Identity and Style Guide
Our Brand

Our name

Tottenham Hotspur
In a world full of Uniteds, Citys and Rovers, there is
only One Hotspur and therefore the Club should
always be referred to in full, Tottenham Hotspur or
Tottenham Hotspur Football Club. We’re proud of
our full name so we never refer to the Club as Tottenham,
Tottenham Hotspur FC or THFC.

Of course, we’re also called SPURS but we only refer

to ourselves as this when we’re talking to our fans,
the foundation of this Club.

4
Brand Identity and Style Guide
Brand Elements

SUPPORTERS CLUB BADGE

The badge consists of two graphic elements:
the ‘Cockerel’ and the ‘Ball’. It is completed by the
words Tottenham Hotspur and the name of your
Supporters Club..

Tottenham Hotspur is the true, official name of our

Club. It is unique to our Club. In a world of Uniteds,
Citys and Rovers, there is only One Hotspur.

Our Cockerel is sleek and proud, athletic and

elegant; it’s whole style is focussed and alert.

The Ball is taken from the original Cockerel and

Ball that sits above the Stadium. The style of the
ball dates to 1909 and because of it’s design, is
unique to Tottenham Hotspur.

The typography is bespoke, specifically created

for us. It reflects the style, elegance and heritage
of the Club. It is unique and ownable. The typeface
has been developed to create a stronger link
between the Club badge and all of our brands. Approval for usage
The Tottenham Hotspur brand is protected by
The badge must always be reproduced in the copyright and prior approval is required for it to
correct colourways. It must be considered a single be used.
unit and must always be proportionally scaled.
Final designs of any artwork using our badge are
Never reproduce the Tottenham Hotspur badge also subject to approval. Each proposed use of
without the typography, unless specifically the brand must be submitted separately for our
requested to do so by those people who can approval.
approve its usage.
All enquiries should be directed
Always reproduce the badge using the original to che.kapfumvuti@tottenhamhotspur.com
artwork provided. or call on 0208 365 5081.

5
Brand Identity and Style Guide
Brand Elements

badge colours

SPURS Blue
Our Pantone blue is 2768.
If Pantone colour inks are not available due to
budget or other printing limitations, please use
the four colour version (C100 / M83 / Y0 / K56).

SPURS White
We use the white reversed-out version for darker
background colours.
Note, the blue box behind the white badge is only here to show the
white badge on a dark background. Never place the badge in a box.

Please Note:
Never add an outline around our badge
Never change the cockerel head to white.
The cockerel head is clear and should pick up the background colour.

SPURS Blue SPURS White

Pantone 2768 C0/M0/Y0/K0
C100/M83/Y0/K56 R0 / G0 /B0
R0 / G0 /B51 HEX FFFFFF
HEX 000033
RAL 5022

6
Brand Identity and Style Guide
Brand Elements

badge background control

SPURS Blue
Only use the blue badge on white or very
light backgrounds.

SPURS White
Only use the white badge on blue or dark
backgrounds.

Spurs Blue CMYK / 2768 Spurs White

Note, the blue and white boxes are only here to show the badges on a dark or light background

7
Never place the badge in a box
Brand Identity and Style Guide
Brand Elements

badge clear space Minimum clear space

3 x x-height

We should always try to give our badge as much

surrounding clear space as possible.

When creating layouts, always try to maintain

the minimum clear space around the Tottenham
Hotspur badge to preserve its integrity.

The minimum clear space must never differ

proportionally from the diagram opposite.

3 x x-height

3 x x-height
x-height

3 x x-height

8
Brand Identity and Style Guide
Brand Elements

above 41mm

badge sizing

The badge must never be reproduced at a size

between 24mm and smaller. It should always
be used at sizes of 25mm and above. This will
protect the integrity, legibility and impact of
the Tottenham Hotspur brand.

25 mm
and bigger

25 mm - bigger

9
Brand Identity and Style Guide
Brand Elements

badge horizontal version

This horizontal version of the Tottenham Hotspur

badge should never replace the original identity.

We only envisage these versions of the badge

working on signage or where the original identity
simply won’t fit.

The way the elements work together has been

specifically designed to create maximum legibility
and impact.

Only the versions shown here of the horizontal

badge are allowed to be used.

10
Brand Identity and Style Guide
Brand Elements

badge unacceptable usage

Care should always be taken to ensure the
integrity of our badge.

A Never distort, rotate or flip our badge

in any way.

b Never reproduce our badge on a coloured

background that hasn’t been outlined in our
guidelines. Never reproduce our badge on a
A B
background with insufficient contrast.

c Never reproduce our badge on a photographic

background with insufficient contrast.

d Never crop our badge in any way.

E Never reproduce our badge in a way that

infringes upon its minimum clear space.
This particularly applies when our badge
appears alongside other identities.

F Never reproduce our badge in any other colours C

than those outlined in our guidelines.

G Never use the badge at a smaller size than

25mm.

D E F G

11
Brand Identity and Style Guide
Brand Elements

brand colours
SPURS White
SPURS blue
Silver
HIGHLIGHT blue
SPURS White SPURS Blue highlight blue
We are a stylish brand. C0/M0/Y0/K0 Pantone 2768 Pantone 298
We want to use the white colour of our shirts. R0 / G0 /B0 C100/M83/Y0/K56 C70/ M0 / Y0 / K0
But we can also use our blue and a touch of silver. HEX FFFFFF R15 / G32 /B75 R61 / G183 / B228

Everything we do needs to reflect this. HEX 0F204B HEX 3DB7E4

RAL 5011 RAL5012

If we need to create what appears to be white on white,

we use a gradient between 5%-15% of black. If we only
print one or two colours we can use a tint of Pantone
Cool Grey 4.

The main colour we use is Spurs White, or if we reverse

our colours, is Spurs Blue. A dark blue. 5% black or 20% Pantone cool grey 4 95% blue

If we need to use a slightly lighter blue we use 10% black or 40% Pantone cool grey 4 90% blue
a gradient between 95%-75% of our Spurs Blue.
15% black or 60% Pantone cool grey 4 85% blue
We use a lighter blue for print, promotional
communications and as a highlight colour online. 20% black or 80% Pantone cool grey 4 80% blue

Silver can be used as a background colour. 25% black or 100% Pantone cool grey 4 75% blue

The diagram on the right-hand side shows the Silver

colours in a proportional palette. It displays how each Pantone 877

colour should be used in comparison to the rest. C0 / M0 / Y0 / K40

R172 / G173 / B176
HEX ACADB0
RAL 9022

12
Brand Identity and Style Guide
Online

online colours
SPURS White
SPURS blue
Grey / Silver
HIGHLIGHT blue
SPURS White SPURS Blue Dark blue highlight blue
If we need to create what appears to be white on white, R0 / G0 /B0 R15 / G32 /B75 R0 / G0 / B51 R61 / G183 / B228
we use a gradient between 5%-15% of black. HEX FFFFFF HEX 0F204B HEX 000033 HEX 3DB7E4

The main colour we use is Spurs White, or if we reverse

our colours, is Spurs Blue.

If we need to use a slightly lighter blue we use

a gradient between 95%-75% of our Spurs Blue.

We use a lighter blue as a highlight colour online.

The diagram on the right-hand side shows the 5% black 95% blue
colours in a proportional palette. It displays how each
colour should be used in comparison to the rest. 10% black 90% blue

15% black 85% blue

20% black 80% blue

25% black 75% blue

13
Brand Identity and Style Guide
Brand Elements

typography

Arial
Arial is the font Supporters Clubs should use on all
their communications. This font is also used by the
Arial
Club in our PC-based applications such as letters,
documents and presentations. We also use the
BODYCOPY AND
HEADLINE TYPEFACE
Arial typeface online on websites and apps as well.

14
Tottenham Hotspur Guidelines
Contact

If you need to
Contact US
Anything produced featuring the Club badge must
be approved by a member of the Tottenham Hotspur
marketing team before production.

Should you need any assistance with our brand style

guide, please don’t hesitate to contact us.
We’re here to help.

Che Kapfumvuti
Marketing Executive
0208 365 5081
che.kapfumvuti@tottenhamhotspur.com

15