US Technology and Entertainment Leader, Xfinity Launches New Icon Brand

Global branding company venturethree has partnered with US technology and entertainment leader Xfinity with a refreshed brand identity centred around the idea of inclusivity, connection, and emotion. In doing so, venturethree is helping to transform Xfinity from a company focused on function, to an icon brand that delivers a consistent and elevated experience across all touchpoints. 

A leader in the technology and entertainment space, Xfinity wanted to ensure its brand was as customer-centric, agile and united as its market-leading products. Working closely with the company’s internal teams and partner agencies, venturethree sought to bring Xfinity’s role in connecting customers to more of what they love, with a visual and verbal identity which reflects what the business stands for now and what it will become in the future.

At the heart of the rebrand is Xfinity’s most recognisable asset – the ‘X’. As the ultimate symbol of connection, it brings fresh meaning and vitality to the brand. Combined with a new, dynamic colour palette drawn from the Comcast colours, the new brand identity truly brings connection to life in bright new ways. 

Underpinning this icon are three refreshed brand principles: keep it simple, make it personal and embrace the awesome. Together, these principles help Xfinity deliver a more connected, inclusive, and accessible experience for customers and employees alike, with a unified brand and culture across every single touchpoint.

Richard Blanshard, MD and partner at venturethree commented: “People need the physical connectivity of the internet, but they also need the emotional connectivity of community and inclusion. Our strategy champions this emotion at the heart of the Xfinity brand.”

Richard continued: “We saw the potential for Xfinity to become a symbol brand using its iconic ‘X’ – the most powerful symbol of connection imaginable bringing fresh meaning and vitality to the brand.”

With the aftermath and ongoing impact of the pandemic, there has never been a more important moment for the brand to own the idea of ‘connection’. Xfinity, a proud partner of Team USA, will deliver an unparalleled viewing experience of the Olympic and Paralympic Games Tokyo 2020 to US viewers; with light as their colour and people made central, the focus of the brand is on the emotion in every connection creating the feeling of bringing the world back together.