FORM Brands Studio has unveiled a new identity for Team England ahead of the 2026 Commonwealth Games, aiming to foster an inclusive sense of national pride amid ongoing debates about Englishness. Kirsty Woodcock, head of marketing and communications at Commonwealth Games England, emphasized the importance of celebrating the team’s diversity. The design seeks to create a welcoming brand that resonates with athletes and the public, particularly as many will feel immense pride competing under the England flag. The studio's approach involved extensive interviews with stakeholders, including athletes and board members, to develop an identity that captures the spirit of the Commonwealth Games. This event brings together a diverse range of athletes, contrasting with the Olympics where competitors represent Team GB. The tagline "Ready to win" was chosen for its optimistic tone while avoiding a hyper-competitive vibe. Visual elements like a paper motif and a red line referencing the St George’s cross were integrated into the design to convey preparation and connection to the flag without directly replicating it. The identity's design is characterized by a red and white color palette, with gold accents inspired by medals. The typeface *Migra* adds a lively touch, complemented by supporting typefaces and handwritten scripts. The new verbal identity emphasizes athletes’ dedication and highlights their regional roots, further enhancing the campaign's relatability. Feedback has been positive from both staff and athletes, with enthusiasm for how the identity can be woven into their narratives leading up to the Games. This collaborative effort aims to motivate athletes and inspire pride in Team England.