welcomeTO The TOTTenham hOTspur BRAND IDENTITY AND STYLE GUIDESUPPORTERS CLUB EDITION VERSIoN 2.0 2012
Brand Identity and Style Guide Welcome
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Brand Identity and Style GuideContent
content
BRAnD elementS
In Detail 3Our Name 4
Badge 5-11Badge – Colours 6Badge – Background Control 7Badge – Clear Space 8Badge – Sizing 9Badge – Horizontal Version 10Badge – Unacceptable Usage 11
Brand Colours 12-13Brand Colours 12Online Colours 13
Typography 14
contAct 15
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Brand Identity and Style GuideBrand Elements
BRAnD elementSIN DETAIL
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.
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Brand Identity and Style GuideOur Brand
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.
tottenhAm hotSpuR
ouR nAme
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Brand Identity and Style GuideBrand Elements
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.
SuppoRteRS cluB BADGe
approval for usageThe 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 directedto [email protected] call on 0208 365 5081.
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BADGe CoLoURS
Brand Identity and Style GuideBrand Elements
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
Pantone 2768
C100/M83/Y0/K56
R0 / G0 /B51
HEX 000033
RAL 5022
spurs WhiTe
C0/M0/Y0/K0
R0 / G0 /B0
HEX FFFFFF
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BADGe BACkGRoUND CoNTRoL
Brand Identity and Style GuideBrand Elements
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
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BADGe CLEAR SpACE
Brand Identity and Style GuideBrand Elements
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 differproportionally from the diagram opposite.
MINIMUM CLEAR SPACE
3 x x-height
3 x x-height
x-height
3 x x
-hei
ght
3 x x
-hei
ght
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BADGe SIzING
Brand Identity and Style Guide Brand Elements
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 - bigger
25 mmand bigger
above 41mm
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BADGe HoRIzoNTAL VERSIoN
Brand Identity and Style GuideBrand Elements
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.
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BADGe UNACCEpTABLE USAGE
Brand Identity and Style GuideBrand Elements
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.
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.
G Never use the badge at a smaller size than 25mm.
A B
C
ED F G
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Brand Identity and Style GuideBrand Elements
BRAnD colouRSSpuRS 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.
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.
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 for print, promotional communications and as a highlight colour online.
Silver can be used as a background colour.
The diagram on the right-hand side shows the colours in a proportional palette. It displays how each colour should be used in comparison to the rest.
silver
Pantone 877
C0 / M0 / Y0 / K40
R172 / G173 / B176
HEX ACADB0
RAL 9022
highlighT Blue
Pantone 298
C70/ M0 / Y0 / K0
R61 / G183 / B228
HEX 3DB7E4
RAL5012
95% Blue
90% Blue
85% Blue
80% Blue
75% Blue
spurs Blue
Pantone 2768
C100/M83/Y0/K56
R15 / G32 /B75
HEX 0F204B
RAL 5011
spurs WhiTe
C0/M0/Y0/K0
R0 / G0 /B0
HEX FFFFFF
5% BlaCk Or 20% panTOne COOl grey 4
10% BlaCk Or 40% panTOne COOl grey 4
15% BlaCk Or 60% panTOne COOl grey 4
20% BlaCk Or 80% panTOne COOl grey 4
25% BlaCk Or 100% panTOne COOl grey 4
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online colouRSSpuRS 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.
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 colours in a proportional palette. It displays how each colour should be used in comparison to the rest.
Dark Blue
R0 / G0 / B51
HEX 000033
highlighT Blue
R61 / G183 / B228
HEX 3DB7E4
95% Blue
90% Blue
85% Blue
80% Blue
75% Blue
spurs Blue
R15 / G32 /B75
HEX 0F204B
spurs WhiTe
R0 / G0 /B0
HEX FFFFFF
5% BlaCk
10% BlaCk
15% BlaCk
20% BlaCk
25% BlaCk
Brand Identity and Style Guide Online
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Brand Identity and Style Guide Brand Elements
arialArial 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.
typoGRAphy
AriAlBODYCOPY AND HEADliNE TYPEFACE
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Tottenham Hotspur Guidelines Contact
contAct uSIF YoU NEED To
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 Executive0208 365 [email protected]