The consultancy was appointed by client Commonwealth Games England, the body that deals with the organisation of the English team, following a pitch earlier this year.
The aim of the project was to develop a brand that could represent the English team at the games in Delhi and also act as a sponsorship proposition, according to Corporate Edge managing partner Bridget Ruffell.
The consultancy developed the name We Are England and the accompanying lion symbol. Russell says, ‘When you’re working on a national brand, there’s always a debate between coming up with a new symbol or using an existing symbol.
‘With this identity, we developed the single lion so that it is fluid, not nostalgic or heraldic, and has a sense of energy and competitiveness.’
The new brand will be used on team kits, communications and sponsorship material.
It is being launched today at an event with athletes including runner Dame Kelly Holmes and rugby player Lawrence Dallaglio.