Tottenham have unveiled a new logo which they say embraces the clubs "rich history and unmistakable heritage".
Tottenham have redesigned their badge, with the club deciding to remove the words 'Tottenham Hotspur' from underneath their iconic crest which features a cockerel standing on a football. The move is the culmination of nine months of work with sports branding specialists Studio Nomad.
They also unveiled a new silhouette version of the logo, a remastered font and reintroduced the THFC monogram. In a statement, they announced the new logo will be rolled out across the club in time for their next home game - a Europa League clash against AS Roma on November 28.
Head coach Ange Postecoglou 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." Executive director Donna-Maria-Cullen added: "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."
However, some fans have questioned the logo change, with one simply responding: "But why?" A second wrote: "Watched this 3 times and I'm still not actually sure what you're changing".
Another wrote: "It's the same thing". While a fourth commented: "'Remastered' You've removed some text. It's hardly rebranded".