WE ARE FOCUSED… WE ARE COMMITTED… WE ARE AMBITIOUS… WE ARE PASSIONATE... WE ARE PROUD…
WE ARE ENGLAND
One year from today, over 8,000 athletes from 71 nations will be in Delhi preparing for the start of the 2010 Commonwealth Games, the last major multi-sport event to take place ahead of London 2012. England will once again be sending a strong team and competing for one of the top slots on the medal table alongside Australia, Canada and other leading competing nations. They will do so with a completely new brand identity and logo, which is revealed today by Commonwealth Games England (CGE).
WE ARE ENGLAND is a modern, exciting, inclusive new brand identity for the national Commonwealth Games team, developed after extensive consultation with athletes, fans, the sporting community and the general public. The new brand encapsulates five core values of the England team: Committed; Focused; Proud; Ambitious and Passionate.
The new official logo consists of a powerful red lion, one of the most popular and traditional symbols of English sport which brings strength and dynamism to the England team’s image. The “WE ARE ENGLAND”
strapline celebrates the diversity and togetherness of the England team as well as being a rallying cry that everyone in the country can get behind and support in the build up to success in Delhi 2010 and beyond.
The new England brand is complemented by a new website: www.weareengland.org
containing up to date team news, athlete profiles, imagery, video and discussion, along with a countdown to Delhi 2010.
Taking place once every four years, The Commonwealth Games is the only opportunity for England to compete as a nation at a multi-sport event on the world stage, and is broadcast extensively around the world. England is historically one of the most successful teams at The Games, which in 2010 are expected to see some of the world’s greatest sporting stars competing at the highest level, including the likes of double Olympic medalist Rebecca Adlington.
Commonwealth Games England President Dame Kelly Holmes said, “The nation loves to celebrate English sporting success and with a great new look and feel to the team that everyone can relate to, we believe we can give them something to shout about at Delhi 2010.”
CGE Marketing Director, Duncan Lewis said, “The new We Are England brand captures the essence of everything great about English sport, and our research tells us that the public respond very positively to this and to the prospect of supporting a really strong England team at the Games. We believe that fans and sponsors alike will want to be associated with a confident, dynamic and successful team that both represents and ignites the sporting passion of the whole nation.”
Find out more about 'We are England' by clicking here
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The new We Are England brand and logo was developed and designed in conjunction with Corporate Edge, a leading, London-based branding agency.
Commonwealth Games England is the organisation responsible for selecting and organising England's team at the Commonwealth Games. At the last Games, held in Melbourne in 2006, England were second only to hosts Australia on the medal table winning 36 gold, 40 silver and 34 bronze medals.
Sport England is a major funder of Commonwealth Games England.