= Design + Software + The Rest
This Post is filed under DesignThe redesigned logo for English Premier League club Tottenham Hotspur brings three words to mind: beauty, intimidation and history. The mark was designed by Navy Blue, a design agency in Edinburgh. Dalton Maag of London added custom typographical elements. Here’s their description of the project:
Edinburgh design agency Navy Blue was tasked with modernizing the identity of Tottenham Hotspur FC to reflect these changing times and to make it more attractive to the female audience.
Of course, the badge – a cockerel standing on a football – had to be kept. But the typographic elements, such as wrought iron style ‘THFC’ and two prancing lion illustrations had to go. Navy Blue concentrated on redrawing the cockerel, whilst Dalton Maag designed a typographic identity that would be used with the illustration and could be applied to a variety of other applications such as merchandise and signage.
I found the logo artwork in a thread on Scout.com about the US Soccer Jerseys that Nike designed for the 2006 World Cup.
Why would you waste your time with logo of those North London wankers, when you could review the the new mark for the REAL Pride of London: Chealsea Football Club! They did a redesign to mark the club’s 100 year anniversery.
I like that Chelsea has abandoned the 1980’s monstrosity that was their previous badge; they’ve returned to their roots, selecting the best of their historical badges as a starting point. They’ve simplified the design by reducing the number of flowers (that represent England) and footballs (that represent, well, you know).
Unfortunately, I think this design falls short of Chelsea’s proud heritage. The typography is indistinct and awkward (especially in the “100 years” treatment) and the mark fails to excite me the way Tottenham’s does. Their Russian benefactor should have ponied up for Navy Blue and Dalton Maag’s services.
Whatever…they still are going to win the leauge…again 
Hey, I actually liked the lion stepping over the CFC…