Brand Identity and Style Guide Welcome. welcome. TO the Tottenham hotspur BRAND IDENTITY AND STYLE GUIDE. SUPPORTERS CLUB EDITION Version 2.

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1 Welcome welcome TO the Tottenham hotspur BRAND IDENTITY AND STYLE GUIDE SUPPORTERS CLUB EDITION Version

2 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 Brand Colours 12 Online Colours 13 Typography 14 CONTACT 15 2

3 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

4 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

5 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. The badge must always be reproduced in the correct colourways. It must be considered a single unit and must always be proportionally scaled. Never reproduce the Tottenham Hotspur badge without the typography, unless specifically requested to do so by those people who can approve its usage. Always reproduce the badge using the original artwork provided. Approval for usage The Tottenham Hotspur brand is protected by copyright and prior approval is required for it to be used. Final designs of any artwork using our badge are also subject to approval. Each proposed use of the brand must be submitted separately for our approval. All enquiries should be directed to or call on

6 badge colours SPURS Blue Our Pantone blue is 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 Pantone 2768 C100/M83/Y0/K56 R0 / G0 /B51 HEX RAL 5022 SPURS White C0/M0/Y0/K0 R0 / G0 /B0 HEX FFFFFF 6

7 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 Never place the badge in a box 7

8 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

9 badge sizing above 41mm 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

10 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

11 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 background with insufficient contrast. A B 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 than those outlined in our guidelines. C G Never use the badge at a smaller size than 25mm. D E F G 11

12 brand colours SPURS White SPURS blue Silver HIGHLIGHT blue We are a stylish brand. We want to use the white colour of our shirts. But we can also use our blue and a touch of silver. Everything we do needs to reflect this. SPURS White C0/M0/Y0/K0 R0 / G0 /B0 HEX FFFFFF SPURS Blue Pantone 2768 C100/M83/Y0/K56 R15 / G32 /B75 HEX 0F204B RAL 5011 highlight blue Pantone 298 C70/ M0 / Y0 / K0 R61 / G183 / B228 HEX 3DB7E4 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 a gradient between 95%-75% of our Spurs Blue. 10% black or 40% Pantone cool grey 4 90% 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

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

14 typography Arial Arial is the font Supporters Clubs should use on all their communications. This font is also used by the Club in our PC-based applications such as letters, documents and presentations. We also use the Arial typeface online on websites and apps as well. Arial BODYCOPY AND HEADLINE TYPEFACE 14

15 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

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