“The great fallacy is that the game is first and last about winning. It is nothing of the kind. The game is about glory, it is about doing things in style and with a flourish, about going out and beating the other lot, not waiting for them to die of boredom.” DANNY BLANCHFLOWER – former Tottenham Hotspur & Northern Ireland Captain

The new identity was build on Tottenham Hotspurs’ unique vision of To Dare Is To Do and the new proposition Flair first. Simple, crisp and bold, the colour white on the teams shirts took lead and reflected across the identity to capture the players flair. The identity was rolled out over merchandise, advertising, website, sub-brands and the interior at White Hart Lane.