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Media Guidelines

Tottenham Hotspur (Spurs) Football Club is located in North London. The club is also known as Spurs. Tottenham's home ground is White Hart Lane. The club motto is Audere est Facere (To dare is to do).

Corporate Guidelines 2002/2003
June 2002

Produced by Shoot The Moon
020 8810 7669

The objective of this document is to create a comprehensive set of guidelines, to
achieve a consistent look and feel for the Tottenham Hotspur brand at all levels of
audience, thus maximising effectiveness and visibility.

By bringing together the key elements of the brand we aim to further enhance the
tradition of Tottenham Hotspur to audiences through all media.

The brand is two-tiered, with usage for different audiences being split.
These will be known as “on-pitch” and off-pitch”.

Covers Merchandising and JSM ONLY.

Covers all other media from all other areas of the Club including Ticket Office, Press
Office, Commercial, Corporate Hospitality and Adults Members.
Primary Elements - OFF-PITCH

The Tottenham Hotspur masthead reinforces the traditional aspect of the Club’s branding and should be used as
shown in the following applications for all literature excluding Merchandising and JSM.
The Tottenham Hotspur cockerel should be used as a supporting image wherever possible in the following applications.

For full colour applications:
For single colour applications:


Ticket Office, Commercial, Members, Corporate Hospitality, Press Office.
Primary Elements - ON-PITCH

The Spurs masthead should only be used in the following applications for Merchandise and JSM literature.


Merchandise and JSM literature only

Helvetica Neue is the chosen font for body copy and headlines, the varying weights allow you to create variations within an application, to pick out headings and create emphasis.
House styles:

Dates should be spelt in full - for example Monday, 27 July, 2001

The Tottenham Hotspur website should always appear underlined - for example

All numbers from 1-10 should be spelt out - for example one, two, three.
All numbers from 11 onwards should be shown as digits - for example 11,12,13.
Primary Colours

Tottenham Hotspur primary colours are White, Blue and Yellow. White is the primary background colour and is to be used wherever possible, blue and yellow should be used sparingly as solid blocks of colour. Always ensure maximum legibility of all text reading out of primary colours and tints. To emphasise the strong team association there is no secondary colour palette.
Use of Tints

In page layout tints can be used of the primary colours, wherever possible tints should be 50% strength. Always ensure maximum legibility of all text reading out of primary colours and tints.
Secondary Elements

To add greater flexibility and brand awareness, the following elements can be used to emphasise key services and publications in the following applications.