England squad gets new branding for Commonwealth Games

Corporate Edge has created the new We Are England brand for the English squad at next year’s Commonwealth Games.

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.

Hide Comments (6)Show Comments (6)
  • geoff griffiths November 30, -0001 at 12:00 am

    marketing waffle at its best me thinks

  • Gavin Arm November 30, -0001 at 12:00 am

    Is it me, or is that Lion running away..?

  • graham peake November 30, -0001 at 12:00 am

    why is it leaping into the past/backwards?

    why is the ‘G’ not drawn properly?

    why has the initial cap ‘E’ on England been scaled but not redrawn for the larger size?

    why is it so poorly drawn?

    yet another job gone to the ‘big boys’ that could have been better done by the little studios out there with an eye for detail and the time and patience to spend with the client.

    In these ‘straightened times’ I hope design buyers out there take more time to explore the smaller design companies, many of whom are headed by former key people from “top 40” agencies that feature so regularly in Design Week.

    You’ll get a better job and it’ll be better value for money for everyone involved.

  • Daniel Mitchell November 30, -0001 at 12:00 am

    We are brylcreem!

  • shubha A November 30, -0001 at 12:00 am

    Myself Shubha A, have an passion to exhibit my Painting works or even graphics prints, I finished my graduation in (B F A)Bachelor of Fine Arts (Painting) in Bangalore 2007. Passion to see nature in a vast vision, so like to have a research on it specially…
    Most of my work looks like Nature in the form of abstract, I was working in IDIOM Design & Consul tent company.. as a templet design, I quiet the job to persue my higher studies , so i have taken up graphics in Bangalore University to continue my {M V A}, so please tell me is their any oppertunity to display my painting or Design (Templet) works,,,,please let me now.i dont no weather to ask or not, but still if i had asked any wrong thing. sorry.

    I was quite interested in yours site, k if their is any option. Please let me now, k take care.
    Thank u


  • natalie ruffell, jess newton, katie coltas November 30, -0001 at 12:00 am

    my mummy did that and i think ure all really mean. i think its great.

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