The organisation has appointed corporate identity, design and advertising agency Aqueduct to refresh its brand identity as part of a repositioning project led by marketing director Dan Wolfe.
The London agency pitched against OpenMind SDS, The Open Agency and 3SixZero in the final round. Online search and procurement service Creativebrief managed the search and selection process.
English Heritage is aiming to transform the image of heritage conservation, as it is perceived as being set against change and progress.
The organisation's positioning has led to a confrontational system where there appears to be a stark choice between conservation and development. It hopes to change this impression as part of a broader plan to improve the public's perception of its work.
English Heritage intends to roll out its revised identity later this year.
The organisation, which is the government's statutory adviser on the historic environment, is backed by the Department for Culture, Media and Sport.
It recently began a statutory review of its advertising business after its contract with Clemmow Hornby Inge expired.
Most of English Heritage's marketing is below-the-line, with an annual spend of about £1m. The body plans to maintain its focus on direct activity, including work to promote its membership scheme.
Earlier this year it awarded a three-year contract to Mail Marketing (Scotland) to improve its communications with members.
Aqueduct will work with English Heritage's other agencies, including print and online roster agencies.