Xfinity is the consumer-facing service brand of Comcast Corporation, introduced in February 2010 to cover the company’s cable television, internet, and telephone offerings. Comcast retained its corporate name while marketing residential services under the Xfinity brand, a move announced alongside the company’s fourth-quarter earnings in early February 2010.[1]
Design and History
Comcast announced on February 3, 2010, that it would rebrand its TV, internet, and telephone services as Xfinity, with the new name rolling out to customers beginning February 12 of that year. The rebranding campaign was led by New York ad agency Siegel & Gale and San Francisco-based Goodby, Silverstein & Partners.[2] The new name was described as a variation on “Project Infinity,” a video-on-demand initiative launched by Comcast chairman and CEO Brian Roberts in 2008.[2]
In late August 2021, Xfinity unveiled a refreshed brand identity developed in collaboration with global branding agency venturethree. The rebrand centered on the idea of inclusivity, connection, and emotion, with the goal of transforming Xfinity from a company focused on function into an “icon brand.”[3] At the heart of the new identity is Xfinity’s “X,” which venturethree described as “the ultimate symbol of connection.”[4]
The 2021 refresh also introduced a new dynamic color palette drawn from the Comcast colors.[4] The NASCAR Xfinity Series, which uses the Xfinity brand as its title sponsor, confirmed in September 2021 that it would align with Xfinity’s image redesign by changing its main color from red to purple for the 2022 season.[5]
Meaning and Symbolism
According to venturethree, the “X” in the Xfinity logo serves as the brand’s central symbol of connection, intended to bring “fresh meaning and vitality” to the brand.[3] The agency stated that the rebrand was built around inclusion, with the goal of creating “a less masculine look and championing accessibility.”[5] Underpinning the new identity are three refreshed brand principles: “keep it simple, make it personal and embrace the awesome.”[4]
Typography and Design
Xfinity’s official brand guidelines specify that the logo should be used to represent Xfinity in all communications and experiences, and that it is available in black for light backgrounds and reverse white for dark backgrounds. The guidelines require a clear space of 50% of the character height of the letter “n” around the logo.[6] The guidelines also state that “Xfinity” should always appear in title case in text, except in phone numbers and URLs, and that Xfinity properties should never be typeset in all uppercase letters.[6]
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