Commonwealth Games England (CGE) has appointed brand consultants MATTA to create a new identity for the team as they prepare for 18 sports in the Games at the Gold Coast next April.
This will be the largest English team ever to travel to any sports event, involving over 400 athletes.
England will be hoping to repeat their performance at Glasgow 2014 where they finished top of the medals table for the first since time in 28 years.
"We wanted to bring the athletes together into one team, and with that, drive support from fans, but be distinctive in our own positioning," said Laura Spaven, CGE's commercial manager.
Praising MATTA's work with other teams, she expressed confidence they would create "something powerful and enduring".
London-based MATTA have previously worked with cricket, football, hockey and rugby union.
"We are delighted to be given this opportunity from CGE to bring to life the values and create a team identity," MATTA's design and innovation director Tom Allwood said.
"It's a wonderful chance to showcase the power of teams, and create something that is both inspiring and enduring, both for the Gold Coast 2018 and further down the line."
Following the news that Birmingham is to bid to host the 2022 Games, the team identity is expected to have a significance beyond the Gold Coast Games.
MATTA and CGE plan to launch the campaign in coming months to coincide with team announcements from the various sports.