Brand Identity and Style Guide Welcome

WELCOME
SUPPORTERS CLUB EDITION VersiOn 2.0 2012

TO tHE TottENHAM HotSPUR BRAND IDENTITY AND STYLE GUIDE

Brand Identity and Style Guide Content

CONTENT

BRAND ELEMENTS
In Detail Our Name 3 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 Online Colours 12-13 12 13

Typography 14

CONTACT

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Brand Identity and Style Guide Brand Elements

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.

Brand Identity and Style Guide 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. Were proud of our full name so we never refer to the Club as Tottenham, Tottenham Hotspur FC or THFC. Of course, were also called SPURS but we only refer to ourselves as this when were talking to our fans, the foundation of this Club.

Brand Identity and Style Guide Brand Elements

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, ocial 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; its 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 its design, is unique to Tottenham Hotspur. The typography is bespoke, specically created for us. It reects 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 specically 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 che.kapfumvuti@tottenhamhotspur.com or call on 0208 365 5081.

Brand Identity and Style Guide Brand Elements

badgE cOlOurs
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

Brand Identity and Style Guide Brand Elements

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

Brand Identity and Style Guide Brand Elements

badgE clear sPace

3 x x-height

Minimum clear space

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 dier proportionally from the diagram opposite.

3 x x-height

3 x x-height

x-height

3 x x-height

Brand Identity and Style Guide Brand Elements

badgE siZing
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.

above 41mm

25 mm and bigger

25 mm - bigger

Brand Identity and Style Guide Brand Elements

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 wont t. The way the elements work together has been specically 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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Brand Identity and Style Guide Brand Elements

badgE unaccePtable usage

Care should always be taken to ensure the integrity of our badge. A Never distort, rotate or ip our badge in any way. b Never reproduce our badge on a coloured background that hasnt been outlined in our guidelines. Never reproduce our badge on a background with insucient contrast.

C Never reproduce our badge on a photographic background with insucient 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.
C

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.

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Brand Identity and Style Guide Brand Elements

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 reect 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.
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

5% bLAcK oR 20% PANtoNE cooL GREY 4

95% bLUE

10% bLAcK oR 40% PANtoNE cooL GREY 4

90% bLUE

15% bLAcK oR 60% PANtoNE cooL GREY 4

85% bLUE

20% bLAcK oR 80% PANtoNE cooL GREY 4

80% bLUE

25% bLAcK oR 100% PANtoNE cooL GREY 4

75% bLUE

SILVER Pantone 877 C0 / M0 / Y0 / K40 R172 / G173 / B176 HEX ACADB0 RAL 9022

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Brand Identity and Style Guide Online

ONLINE COLOUrs
SPURS WHITE SPURS bLUE GrEY / SILVEr HIGHLIGHT bLUE
SPURS WHItE SPURS BLUE R15 / G32 /B75 HEX 0F204B DARK bLUE R0 / G0 / B51 HEX 000033 HIGHLIGHt bLUE R61 / G183 / B228 HEX 3DB7E4

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.

R0 / G0 /B0 HEX FFFFFF

5% bLAcK

95% bLUE

10% bLAcK

90% bLUE

15% bLAcK

85% bLUE

20% bLAcK

80% bLUE

25% bLAcK

75% bLUE

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Brand Identity and Style Guide Brand Elements

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

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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 dont hesitate to contact us. Were here to help. Che Kapfumvuti Marketing Executive 0208 365 5081 che.kapfumvuti@tottenhamhotspur.com

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