Aiming to ignite national pride and channel athletic spirit ahead of the Glasgow 2026 Commonwealth Games, Team England’s latest brand – this time by London-based branding agency Form – was anchored by the campaign tagline ‘Ready to Win.’ The new tone of voice seeks to be strong, confident and inclusive, while the colour system evokes English heritage with its use of red, white, gold and black. Gold was also brought into the Team England logo, referencing its sporting excellence, and visceral photography aims to capture the full spectrum of England.
