venturethree creates new identity for US technology and entertainment brand

Global branding agency, venturethree, worked with US technology and entertainment company Xfinity to develop a refreshed brand identity centred around the idea of inclusivity, connection, and emotion.

With the rebrand, venturethree aims to help transform Xfinity from a company focused on function, to an icon brand that delivers a consistent and elevated experience across all touchpoints.

Xfinity wanted to ensure its brand was as customer-centric, agile and united as its 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. Venturethree developed a visual and verbal identity which aims to reflect 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 symbol of connection, it seeks to bring fresh meaning and vitality to the brand. Combined with a dynamic colour palette drawn from the Comcast colours, the new brand identity aims to bring connection to life in bright new ways. 

“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,” says Richard Blanshard, MD & partner at venturethree

Underpinning the logo 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.