Visual identity overhaul for a Premier League football club

Nomad Studio defined a new philosophy for Tottenham Hotspur Football Club (THFC) and developed a reimagined visual and verbal identity that captures the club's daring spirit both on and off the pitch. The project spanned nine months, during which Nomad collaborated closely with THFC’s in-house creative team and engaged over 300 players, staff, and fans for input. The studio modernized the iconic Spurs badge, introducing a simplified silhouette of the cockerel and reviving the THFC monogram from the 1950s. Additionally, Nomad transformed the existing Spurs display font into a dynamic super family, enhancing its expressiveness. The new identity incorporates elements from the club's history and cultural landmarks associated with it, creating a suite of assets that are distinctive and celebratory of THFC’s heritage.