{"id":15839,"date":"2025-11-03T19:40:08","date_gmt":"2025-11-03T12:40:08","guid":{"rendered":"https:\/\/cstc.vn\/blogtsk\/form-brands-studio-creates-team-englands-commonwealth-games-identity\/"},"modified":"2025-11-03T19:40:08","modified_gmt":"2025-11-03T12:40:08","slug":"form-brands-studio-creates-team-englands-commonwealth-games-identity","status":"publish","type":"post","link":"https:\/\/cstc.vn\/blogtsk\/form-brands-studio-creates-team-englands-commonwealth-games-identity\/","title":{"rendered":"FORM Brands Studio creates Team England\u2019s Commonwealth Games identity"},"content":{"rendered":"

FORM Brands Studio <\/a>has created a new identity for Team England at the 2026 Commonwealth Games.<\/p>\n

Against a tricky backdrop of debates around English nationalism \u2013 and in particular what the St George\u2019s Flag represents \u2013 the London-based studio had to create a look that captured a welcoming brand of national pride.<\/p>\n

\u201cWe wanted to celebrate our diversity and inclusivity, which is absolutely key to Team England,\u201d says Kirsty Woodcock, head of marketing and communications at Commonwealth Games England.<\/p>\n

\u201cA lot of our athletes will stand under an England flag and it will be the proudest moment of their lives,\u201d she says. \u201cWe want to create that sense of pride and belonging that people can rally behind.\u201d<\/p>\n

Woodcock had initially considered a full rebrand of the Team England set-up, \u201cbut we are publicly funded, and our budgets don\u2019t stretch to that.\u201d<\/p>\n

So instead, she and her team focused on the team\u2019s visual and verbal identity for next summer\u2019s Commonwealth Games in Glasgow. The team historically has a new campaign for each Games, but Woodcock says they wanted to \u201cthink a bit more strategically\u201d going into 2026.<\/p>\n

The brief called for something that would \u201cinspire, motivate and excite\u201d athletes, fans, and staff.<\/p>\n

It also had to create more distinctiveness, to avoid confusion with other Commonwealth Games teams like Canada and Wales, who have similar colours, but also to differentiate from England\u2019s other sports teams, like cricket, football and rugby.<\/p>\n

They also wanted to lean into the specific spirit of the Commonwealth Games, which brings together a wider range of athletes, young and old, than the Olympics, where British athletes compete as Team GB. The Commonwealth Games also runs its paralympic competition alongside the non-para games, not one after the other.<\/p>\n

\u201cAthletes have a real fondness for the Commonwealth Games, and it\u2019s quite unique,\u201d Woodcock explains. \u201cYou have this mega mix of experience \u2013 for some athletes and some sports it\u2019s the pinnacle, while for others it\u2019s an important part of their journey, a major stepping stone towards the Olympics.\u201d<\/p>\n

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Woodcock chose FORM Brands Studio because she\u2019d been impressed by their work on British Cycling.<\/p>\n

Co-founder and creative director Alex Andlaw said the team began by interviewing a wide range of stakeholders, from athletes to board members, in order to create work that \u201ccould fundamentally underpin the attitude\u201d the Team will take into next summer.<\/p>\n

He says they also wanted to produce an identity that could last across multiple Games, and give it the stretch that could be developed over the next ten years.<\/p>\n

The design team honed in on a central idea \u2013 \u201cReady to win\u201d \u2013 but worked hard to ensure it didn\u2019t become a macho, win-at-all-costs mantra.<\/p>\n

\u201cWe wanted it to be optimistic, and confident, but approachable as well,\u201d Andlaw explains. \u201cSo we didn\u2019t want the visual identity to be too clean, or too professional \u2013 we wanted it to feel a bit edgy.\u201d<\/p>\n

FORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign<\/p>\n

And Woodcock says they discussed at length how to broaden the meaning of both parts of the tagline.<\/p>\n

She says \u201cready\u201d came to cover all the different ways, places, and people that contribute to an athlete\u2019s journey.<\/p>\n

\u201cAnd there are many different ways athletes define \u2018winning.\u2019 For some it might be a gold medal; for others it might be coming back from an injury and turning up when it didn\u2019t seem possible.\u201d<\/p>\n

\u201cIt\u2019s all about hard and soft at the same time,\u201d Andlaw adds. \u201cPowerful, but warm.\u201d<\/p>\n

To that end, a key visual device was a paper motif, \u201cto support that feeling of preparation, scrapbooking and training schedules.\u201d<\/p>\n

Another device is a red line, used vertically and horizontally, which is inspired by the cross of St George\u2019s on the England flag. The line also references the ribbons on which medals are hung.<\/p>\n

FORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign<\/p>\n

It becomes a ticker tape on the new Glasgow 2026 Team England website<\/a>, and it\u2019s used as a grid structure to frame and break up content in static assets.<\/p>\n

\u201cIt\u2019s a lovely creative element, and it nods back to the flag without being a flag,\u201d Andlaw says.<\/p>\n

A new logo wasn\u2019t part of the brief, while the red and white colour palette was also pre-set. But FORM have added a gold, used sparingly across the new look, inspired by the medals so many English athletes are hoping \u2013 and expected \u2013 to win.<\/p>\n

Pangram Pangram\u2019s<\/a> Migra<\/em> is the main typeface \u2013 which Andlaw describes as \u201cfun, with some lovely attitude,\u201d while Geist Mono<\/em> and Geist Regular<\/em> play a supporting role, alongside a handwritten script, Adelina Camarie<\/em>, adds more personality.<\/p>\n

Andlaw says the new verbal identity was \u201ca huge part\u201d of the project.<\/p>\n

\u201cReady to win\u201d becomes a sort of incantation, used in lines that capture the athletes\u2019 dedication \u2013 \u201cEvery stroke has led you to this moment. Made to swim, ready to win.\u201d \u2013 and regional diversity, celebrating the towns and cities that set the athletes on the road to success \u2013 \u201cThis one\u2019s for you, Birmingham. Ready to win.\u201d<\/p>\n

FORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign<\/p>\n

This regional focus crops up in the imagery too, where athletes are pictured against the backdrop of their hometown. Textures like track grit and leather grain add more interesting dimensions to the photography.<\/p>\n

For Woodcock, the response from a wide range of stakeholders reassures her that the new look has resonated. She says Team England staff immediately started sharing ideas for how they could build out the identity into comms and storytelling, and the athletes were similarly enthusiastic.<\/p>\n

That, for Andlaw, is crucial.<\/p>\n

\u201cThey are the most important audience, to inspire them to go and win medals,\u201d he says. \u201cI love the idea that we\u2019ll do some work that only the athletes see, and it might give them a little bit of extra motivation. That\u2019s super powerful.\u201d<\/p>\n

FORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign
\nFORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign
\nFORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign
\nFORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign
\nFORM Brands Studio\u2019s new look for England\u2019s 2026 Commonwealth Games campaign<\/p>\n

\nWhat to read next: <\/strong>The Team creates new identity for pregnancy and baby loss charity Sands<\/a> | Bossing it \u2013 Nomad creates new identity for Football Manager franchise<\/a> | Uncommon Creative Studio\u2019s pigeon-based identity for London Museum<\/a> | NVIDIA soars amid AI boom in Interbrand\u2019s Best Global Brands list<\/a>\n<\/div>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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