Someone works on Spurs branding overhaul

Spurs executive director Charlie Wijeratna says initial strategy projects saw the consultancy work with the club to define ‘the essence’ of Tottenham Hotspur which, he says, is ‘flair, style and adventure’.

A new website, designed by digital consultancy Realise using Someone’s guidelines, will launch in November and although the club’s crest will not change some assets are being given more prominence.

The spur on the foot of Tottenham’s cockerel has been extrapolated from the identity to be used as a graphic device in one example. Photography will also be given more priority.

Some on- and off-line work has already begun to roll out, but Wijeratna says he will look to other consultancies to help implement brand guidelines, which also cover 3D retail design and packaging.

Someone partner Gary Holt says, ‘A football club brand has its history, its badge, identity, team strip and mascot. To focus on everything isn’t a benefit for the fan or business.’

He adds, ‘We need to deliver key benefits to fans and business partners and we’re doing that by creating more coherence and a hierarchy across communications rather then through individual streams.’

In defining the brand, both Holt and Wijeratna say it is important to ‘de-clutter,’ one result of which has been dropping the colour yellow.

Holt suggests that this may have been ‘an intrusion of graphics over brand story, which ends up forcing in more corporate colours.’

Wijeratna says Someone appointed after being invited to pitch for the work against five other groups in January.