New Team England brand unveiled

08 Nov 2018

By: Sport Industry Group

Commonwealth Games England (CGE) has launched a new ‘Team England’ brand identity, looking ahead to the opportunity of Birmingham 2022.

The new logo was unveiled at an event on the site of the proposed Athletes’ Village in Birmingham, which will house 6,500 athletes and officials during the next edition of the Games.

CGE Chief Executive Paul Blanchard was joined by five medal winners from the successful England team at this year’s 2018 Gold Coast Commonwealth Games to launch the new, consumer-facing identity.

The new brand, which is centred on athletes, will become the team’s front-facing identity, with Commonwealth Games England retained as the organisational name.

It mirrors the approach adopted by the British Olympic Association, which uses the ‘Team GB’ brand in all consumer-facing and commercial activities. 

The new Team England identity was produced by creative agency Matta, following extensive athlete consultation to develop an authentic positioning.

Commenting on the work, Blanchard said: “Team England is a brand that the nation can get behind – it is diverse, united and representative of England. 

“With a home Games on the horizon, and after a hugely successful 2018 Games, now is the right time to refresh our brand as we begin preparations for Birmingham 2022.”

Athletes involved in the brand launch included Birmingham-based artistic gymnastics star Dom Cunningham, hockey player Lily Owsley, double Commonwealth S14 swimming champion Tom Hamer, Birmingham-born rhythmic gymnast Mimi Cesar and Commonwealth bronze medal winning basketball player Siobhan Prior.

Hamer, Cunningham and Prior also attended Commonwealth Games England’s Annual General Meeting which took place at the ICC in Birmingham and saw a number of panel discussions with Team England athletes and officials.

Cunningham, a double commonwealth medallist and European champion in 2018, said: “I am very excited to be here today where hopefully I will be in less than four years’ time wearing this logo and getting the chance to compete for Team England in Birmingham, in front of my home crowd.”