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#NewStadium

New home, new identity

Thu 26 July 2018, 16:55|Tottenham Hotspur

We are delighted to unveil our new stadium brand identity.

As well as becoming a new, world-famous home for Tottenham Hotspur, our 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.

It will therefore have its 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.

New home, new identity

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 our stadium outside the football calendar.

Our 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 our 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 our Club crest on One Hotspur membership cards that are starting to be dispatched.