Comcast | Xfinity
Paris Olympics 2024 Visual System
Xfinity used Paris 2024—on the world’s biggest stage—to unveil a new visual identity: a cohesive, patriotic system that unites Team Xfinity with Team USA across every touchpoint.
Rooted in the spirit of national unity, the “Team UXA” concept brings unrivaled coverage to the Games while uniting Team Xfinity, Team USA, and our athletes in one unmistakable look and feel.
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Hero imagery system: athletes interact with the UXA X in dynamic moments of motion and dimensionality; the X never appears without an athlete.
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Shape language: additional arc + chevron shapes extend from the X to “ground” athletes with a horizon line, and, when needed, enable layouts that can dispense with the X entirely.
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Physical-world extensions: the system is designed to carry cleanly into OOH, retail, and media placements, maintaining consistency across environments.
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Creative governance: the guidelines emphasize consistency (use supplied assets; don’t create your own), with formal review required before anything is considered approved.
Logo and Visual System
A flexible logo family (primary + mono) was built to work seamlessly across broadcast, digital, and print—ensuring consistent brand presence everywhere the Games live.
The system’s signature is a bespoke “UXA” brand symbol: an expressive X that captures the stars and stripes to celebrate the unity between Xfinity and Team USA—and is designed to be used with Comcast Team USA athletes.
To frame it all, a proprietary UXA background gradient replaces Xfinity Purple with the red, white, and blue of the U.S. flag—always oriented blue-left / red-right, with a purposeful white fade for logo clarity.
Typography is anchored in Xfinity Brown, with type primarily set in the campaign’s blue and red to create a clean, modern hierarchy across formats.
Xfinity Olympics Site, App, Platform
Digital experiences translate the system into clean, responsive layouts—using the arc/shape language to create structure and breathing room for headlines, UI, and navigation, while keeping the partnership mark highly legible on white.
The shape toolkit scales across screen sizes by cropping and re-framing elements derived from the X, creating flexible compositions that still feel unmistakably “Team UXA.”
Broadcast Spots and Social Media
The identity comes alive through a modular motion toolkit, end cards, athlete “fan” reveals, and transitions, built as adaptable building blocks for on-air packaging, social cutdowns, and cross-platform video.
For medal moments, the system expands into celebratory assets: special versions of the brand symbol in gold, silver, and bronze, ready to deploy when Team USA brings home hardware.
Role
Visual System Strategy
Creative Director
Content Development
Brand Alignment
Mediums
Brand Strategy
Brand Storytelling
Film / Video
Experiential Events
Print and Physical Collateral
Spatial Design
Social Strategy
Visual System Design
