English Premier League football club Tottenham Hotspur has unveiled a new stadium brand identity and has agreed a partnership for the venue with Harman Professional Audio Solutions.

The design of the brand identity is inspired by the stadium’s South West Elevation as it sweeps over the five-storey atrium of the facility, which is due to stage its first Premier League game on September 15 when Liverpool come to visit.

The pattern within the marque is based around the stadium’s veil façade to create a motif that can stand alone or sit alongside the club badge.

Ahead of a potential naming rights deal, the new stadium will be known as Tottenham Hotspur Stadium with the ‘A’ of the word ‘Stadium’ stylised to create an arrow pointing north, to represent the club’s North London heritage.

The new ident will feature for the first time alongside the club crest on One Hotspur membership cards that are starting to be dispatched.

Meanwhile, Tottenham has appointed Harman Professional Audio Solutions as its official audio supplier.

The partnership will see Harman supply a range of its audio products including amplifiers, JBL Professional loudspeakers and subwoofers for the stadium, which includes the largest screens in any stadium in Western Europe.

Harman, and parent company Samsung, will be showcasing their latest stadium solutions at TheStadiumBusiness Design & Development Summit at London’s Wembley Stadium on November 13-14.

In other news, UK newspaper The Times has reported that it will take less than an hour for thousands of seats at the stadium to be converted under Tottenham’s plans to incorporate a safe standing area.

Tottenham last month revealed the design of seating areas that have been future-proofed for safe standing within its new 62,000 capacity stadium. Areas at the front of the stadium’s new 17,500 capacity single-tier South Stand, as well as in the visiting supporters’ section, have been designed for safe standing. The North London club said these were areas where it had issues with persistent standing when at its former White Hart Lane home.

The club is proposing a purpose-designed ‘safe seating’ concept whereby it claims safety and spectator comfort are given equal precedence, using the same moulded seats as in the rest of the general admission areas. The seat in its folded position is slim, allowing the stepping clearway to be maximised, with a purpose-designed lock to ensure the seat can be stowed when required.

The Times said a total of 7,500 seats, 5,000 in the home end and 2,500 in the section reserved for away fans, have been designated safe seating. The newspaper added that Tottenham is still in negotiations with the Sports Grounds Safety Authority (SGSA) about receiving a licence for the new stadium but is expected to receive this if two test events at the end of next month proceed without issue.

Tottenham have already written to fans about their safe seating plans, recommending that the area is not suitable for children as they seek to create “a wall of sound”.

The club’s guidance to season-ticket buyers reads: “The front of the South Stand has been future-proofed for safe standing. If legislation changes, this will become a standing area so please bear this in mind if choosing a seat here.

“The integral safety bar is 900mm high — approximately the shoulder height of the supporter sitting in front. This will not impact on sightlines for adults, however it is not an area that is deemed suitable for children. This is the place to be if you want to play your part in the ‘wall of sound’ and make our new home a fortress.”