The Government said it would be the first port of call for retirees and will carry the tagline "Your money. Your choice."
The Pensions Advisory Service and The Citizens Advice Bureau will be providing the guidance.
The new name and logo will be used by all those involved in providing the online, face-to-face and telephone guidance.
In order to protect consumers from imitators of the service and ensure the guidance brand is trusted, the Government will make the imitation of Pension Wise illegal through the Pension Schemes Bill. Anyone seeking to pass themselves off as the service could face prosecution.
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From April it is estimated over 300,000 individuals a year with defined contribution pensions will be able to access them as they wish from when they turn 55.
Gillian Guy, chief executive of Citizens Advice, said: "The Pension wise service will be key to helping people understand where they are with their pension and what options are available to them.
"The new Pensions wise brand will give people the confidence to make sure they get their pensions guidance from an official provider.
"Citizens Advice has a strong track record of helping people get to grips with complex issues, including pensions. In the last year our bureaux helped people with almost 80,000 pension issues and over 200,000 people came to our Adviceguide website for pensions information."
Economic Secretary to the Treasury Andrea Leadsom said: "Pension wise will be a first port of call for people with a defined contribution pension who are approaching retirement. It is a distinctive brand, making it easy for consumers to know where to go for help and guidance."
To mark the unveiling of the Pension wise brand, Ms Leadsom, is visiting The Pensions Advisory Service today where she will meet with some new team members who will be providing the telephone guidance.