The National Citizen Service (NCS) is looking for a creative agency to carry out the rebrand on a contract worth between £4m and £10m over the next two years.
But the Local Government Association has condemned the move, saying the government should instead divert NCS funding into local youth provision.
Between 2010/11 and 2017/18 funding for youth services has been cut from £652m to £352m.
However, between 2014/15 and 2017/18 the government spent £634m, which is 95 per cent of its youth services budget, on the NCS, which offers summer activities to 15- to 17-year-olds.
The LGA says NCS money would be better spent on year-round provision for young people of all ages.
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