The design was created with ‘the club’s heritage at its heart whilst having a contemporary style that reflects the club’s motto’…sorry, the club’s vision Audere est Facere (to Dare is to Do*).
An extensive research programme was carried out initially, that included consultation with groups of supporters, representatives of the Tottenham Hotspur Supporters’ Trust and other key stakeholders, including shareholders, ex-players, club officials and long-standing members of staff.
These workshops were used to define the club’s values, vision* and personality. Basically, the famous cockerel stays (in an adapted vision) while the ball, taken from the original Cockerel and Ball that first sat on the roof of White Hart Lane in 1909, has replaced the old crest.