New Spurs badge revealed: Postecoglou's BIZARRE defence of logo

Robin Bairner

• 18 Nov 2024 09:00 CST
• 3 min read

Tottenham manager Ange Postecoglou has given a bizarre defence of the club’s new logo.

Spurs’ new badge was unveiled on Monday to general amusement. The only change that the North London side implemented in their logo was to take away the branding of ‘Tottenham Hotspur’, which looped under the previous version.

Postecoglou was clearly left scrambling by the club to explain the benefit of the change.

On a statement published on the club’s official website, he said: “We want to be a certain type of football club - we want success like everyone else, but we want to arrive there doing it our way.

“The brand represents consistently challenging what you do and looking for an edge - when you do get it right, you create something special.

“It encapsulates values that are ingrained in what this football club is - we want our people to dream and we want to stand out from the rest and do things a little bit differently.”

Spurs defend logo change

The Australian was not the only one to have to come up with some waffle to explain that including ‘Tottenham Hotspur’ under the previous logo made it impractical for promotional purposes.

Donna-Maria-Cullen, the executive director of the club said: “This is a Club that drives, that forges, that innovates, that is relentless both on and off the pitch. This phenomenal exercise has been about bringing it all together, defining it, taking it to the next level.

“The reimagined brand embraces all the excitement, all the innovation and shows that we're going to be brave, we're going to be exciting and we're going to have some fun – this is where we should be with our brand right now.

“We have taken aspects from our history, our emblems, our imagery and we've taken them forward - we’ve now got something that we have built from listening to everyone at the Club, on and off the pitch, and the consistent message coming through. This is something that everyone can unite behind.”

Earlier on Monday, Tottenham saw midfielder Rodrigo Betancur banned for seven matches following his use of a racial slur towards teammate Son Heung-min while on the field Postecoglou's side are under pressure after a series of poor results, with the coach having promised a trophy this season.