Commonwealth_Games_England August 25 - Corporate Edge, brand, design and communication experts, have been given the task of giving Commonwealth Games England (CGE) a new look before next year's event in New Delhi.

It is part of a new strategy launched by Duncan Lewis, CGE's recently-appointed marketing director, to develop the team's identity, raise its profile and help it attract sponsors.

Corporate Edge, whose previous clients have included motor company KIA, Edinburgh Castle, Jersey and the Environment Agency, will work on developing brand values and a logo for the team of English sportsmen and women who will compete at future Games, as well as a logo that Lewis says will “reflect the diversity” of the team.

Corporate Edge will also create a recognisable brand in the mould of “Team GB”, which represents Britain at the Olympic Games in a bid to attract sponsors.

Lewis, formerly the group marketing director at Land Securities joined CGE in July, wants the organisation to become more self-sufficient and not have to rely so heavily on funding from Sport England, who were forced to bankroll the whole team's trip to Melbourne for the last Commonwealth Games in Melbourne three years ago.

The team in Melbourne finished second overall in the medals table behind the host country with a total of 110 medals, including 36 gold.

But the England team has always struggled to attract backers in the same way that the other Home Countries, most notably Scotland, have for the Commonwealth Games and Lewis is keen to rectify that before next year's event in New Delhi.

Lewis is part of a number of recent changes at the CGE, which have included the appointment of Dame Kelly Holmes as the new President.