Comcast rebrands as Xfinity – Sounds pants to me

This is based on my initial first impressions of the Comcast rebrand. I have not done any educational or rational research to the reasons Xfinity has been chosen. So that being clear, I make no apologies for the lack of a more reasoned ‘constructively criticized’ style approach.

If you are going to have ‘X’ in your new name, you deserve all the flack you will invariably get.

So, Comcast has rebranded its cable TV, internet and phone services as Xfinity TV, Xfinity Internet and Xfinity Voice. First impressions invariable count with rebranding, especially when whole new names are introduced as replacements for a name that has been around for years.


I am somewhat perplexed as to who was responsible for coming up with Xfinity in the first place, and even more perplexed that the other decision makers within the rebranding group went along for the ride. Let’s not mention the rather weak ass logo design as well, love the subtle extension of the ‘x’, just in case you don’t get the point that the ‘x’ is clearly meant to impress.

Simple, Xfinity sounds utterly pants. It reminds me of a StarGate episode where there is a spin-off TV series made called Wormhole Extreme. Or it reminds me of Toy Story, the rather illustrious Buzz Lightyear and his catchphrase ‘To infinity and beyond.’ (And yes, I am not the only one to have Buzz Lightyear in my head, after writing this I came across this article on Gizmodo.)

Since when in the last few years, or even last decade has adding ‘X’ to a name been cool? Lets not even say ‘cool’, lets say; since when has it been inspiring?

It really is a rather pathetic name and conjours up all the wrong associations. Regardless of the brief, the logical thought process, the enevitable boardroom decisions and micromanaging by a client. It sucks.

Xfinity just sounds crap.

You can read more reasoned and respectable thoughts via PCMag. Or read Comcast’s official blog article. There is a nice sign off on this post:

While I can’t predict the future, I do know one thing for sure: this is the just the beginning.

More like beginning of the Xend.


Written by: Graham Smith: The Logo Smith
1st Posted: 2010/02/05 & Post Updated: 2014/05/09
Filed In Categories: Brand Identity

Subscribe to Blog Updates by: RSS, Email, Feedly

Hire a Freelance Logo Designer in the UK

Logo & Brand Identity Design by Freelance Logo Designer The Logo Smith.

If you like the Logo & Brand Identity Design work I have done in my Portfolio, and The Gallery and Monomarks, and are looking to hire yourself a Highly Talented, and Super Experienced (27 Years), Freelance Logo & Brand Identity Designer, then look no further. Visit Hire Me, and fill in the Design Brief, or just Contact me.

The Logo Smith has Full Business Idemnity Insurance (FCA Regulated).

« Previous Post: Die Speech Bubble Logo, Die.

» Next Post: Vintage typography in the wild – Robins Brewery

Breadcrumbs: Home » Brand Identity » Comcast rebrands as Xfinity – Sounds pants to me