Tottenham Hotspur have just announced a new update to their badge in a host of changes the North London club have made to remaster their brand identity.
However, the updated version has not gone down well with Spurs supporters as they believe the change is a real concern for the direction of the club.
Goodwill amongst supporters towards the club is already fairly low following Ange Postecoglou’s side’s poor start to the new campaign and this latest announcement has been timed quite poorly.
How have Tottenham changed their badge?
The change to Spurs’ badge is very minimal with the curved ‘Tottenham Hotspur’ lettering being removed from underneath the cockerel. The club believe that the move to take away ‘Tottenham Hotspur’ enables the badge to ‘increase its scale across different environments and stand proud as a true icon for the Club’.
The Lilywhites have also reinforced the point that with this new rebrand, they have attempted to ’embrace the club’s rich history and unmistakable heritage’. In addition to the badge update, they have announced changes to the club’s font, colour scheme and reintroduced the ‘THFC’ monogram from the 1950s.
Tottenham supporters worried by identity change
The change has brought about slight concern among the fanbase and also frustration with supporters already feeling detached from the club. ENIC and Daniel Levy have been heavily criticised by the fans with the feeling that they have lost focus on the football team and are instead more interested in their other business ventures.
Tottenham Hotspur Stadium has already become an arena which hosts events such as music concerts, NFL, rugby and more, as the club looks to generate new streams of revenue. This of course is great for the club, however, fans would argue how much of that is being reinvested back into the team.
Fans are concerned that the removal of the ‘Tottenham Hotspur’ is another step away from the focus on being a football club and towards becoming a brand. They have since taken to X to give their thoughts.
One fan said: “The gradual tearing away of the club’s identity is so blatant and brazen that I genuinely fail to see how any fan can still believe the owners have the football team’s best interests at heart. You’d have to be blind, naive, or incomprehensibly foolish to think they do.”
“What next the cockerel? This club. ENIC slowly stripping it of any identity. I’m finding this ridiculously triggering,” added another supporter.
Finally, another fan wrote: “Now removing the name of the actual football team that plays in the ‘multi-sport,multi-functional entertainment arena’.”
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