Team Saatchi names sports body

The Sports Council is to introduce new branding, which includes the alternative name of Sport England, this weekend. Team Saatchi has designed the new look.

Although the Sports Council will remain the organisation’s official name, it will operate as Sport England. The new logo takes its cue from the 1980s sport marketing initiative Sport For All, but is more abstract and substitutes the colour blue for red.

A Sports Council spokesman says the objective of the rebranding is to create a consistent identity for the various projects associated with and funded by the Sports Council.

“At the moment there are different identities for different branches of the Sports Council. The new branding will be used across everything.” The budget for the campaign is estimated to be 1m.

A gradual rollout will begin this weekend at the next Birmingham Amateur Athletics Association meet.

Team Saatchi’s eight-strong team, headed by Mark Watkin, won a four-way pitch against unidentified rivals for the project.