Brand Guidelines

Confidential. All rights reserved.

Contents

Brand Logo Color Design elements

3. How to use this guide 7. Master logo 22. Primary and grayscale palettes 33. Swirls
4. What is Xumo? 8. Tagline 23. Secondary palette 34. Swirl usage
5. Vision, values, purpose 9. Master logo color variants 24. Tertiary palette 35. Photography
and personality
10. Pairing logos with our colors 36. The chevron
11. Brand extension logos Typography
12. Brand extension logo 26. Brand font
Brand in action
color variants
38. Xumo TV co-brand partnerships
27. Using font weights and sizes
13. Creating brand
39. Xumo TV UI
extension logos 28. Typing Xumo
40. Xumo Play UI
14. Logos with trademarks
Tone & voice 41. PowerPoint template
15. Co-brand partnerships
16. Enterprise partnerships 30. B2C
17. Safe area 31. B2B Contact
18. Sizing 43. Brand contacts

19. Logo don’ts

20. Logos with animation
and/or sound Confidential. All rights reserved. p.2/43
How to use this guide
Communication consistency is important for any brand, but particularly for a new brand like
Xumo. Rules for logo, color, typography, tone and voice, etc. should apply consistently, whether
on a banner ad or a Big Game spot. This brand guide should serve as your creative point of
truth. If you have questions on executions, please contact Analia Benedetti or Eileen Hwang.

Confidential. All rights reserved. p.3/43

What is Xumo?
Xumo is a complete entertainment ecosystem, developed by a joint venture between Comcast
Corporation and Charter Communications. For consumers it offers a new level of enjoyment,
integrating their favorite streaming services and connected devices into a customizable
entertainment experience. For marketers, Xumo is the preferred delivery partner to the world’s
leading streaming services, connecting them with content owners and advertisers to deliver
targeted, relevant advertising.

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Vision, values, purpose and personality

Vision Values
Xumo exists to be a total entertainment experience: seamless Diversity
Inclusivity
and simple; convenient and customizable; where services and
Empathy
devices play nice; where discovery happens daily; and where Open-mindedness
complete satisfaction is the only standard. Innovation

Purpose Personality
Curiosity Exploration is encouraged and Community Joy is fully realized when Joyful
rewarded shared with family and friends Easygoing
Helpful
Convenience Consumers are at the Choice Freedom for the individual to
center, and everything is designed to easily select what works best for them Optimistic
make it simple for them Friendly

Connections Every product is created

to enable a shared experience

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Logo
A logo is the smallest encapsulation of everything the brand
represents; the cornerstone on which to build brand awareness.
It should appear on every communication.

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 Tagline not yet approved

Tagline

Our tagline is an invitation to enjoy

the moment, with family and friends
and without hesitation. It is positive
and encouraging, applauding your
decision to do something you love,
whether it’s 60 minutes of comedy,
new music from a favorite artist, a
title game or weekend bingeing a
new season.

It also features a hint of urgency,

because with so many different
things to stream, it’s a smart move Stream away
to get started now.

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Master logo color variants

The full-color version of the master

logo is the preferred mark. It must be
used against light backgrounds only.
For dark backgrounds, use the full-
color reverse logo.

The one-color logos should only be

used with busier backgrounds, or when Full-color Full-color reverse
the background does not provide
enough contrast with the full-color
logos, as well as on hardware.

1-color black 1-color reverse

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Pairing logos with our colors

Following the instructions on the

previous page, always select the
version of the logo that provides
enough contrast with the background.

NOTE: The logo/background color

combinations crossed out at right
cannot be used because they either
have poor contrast or the background
color is one of the main logo colors,
Berry and Teal. The logos not crossed
out are acceptable.

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Brand extension logos Horizontal (preferred) Stacked (use only when space
does not permit horizontal)

The Xumo TV brand extension logo N/A

is available in horizontal orientation
only. All other logos are offered in
both horizontal (preferred use) and
stacked versions. Use the stacked
version only when space doesn’t
permit a horizontal logo.

All brand extension logos are

available in the same four colors as
the master logo (see next page).

The Xumo Enterprise logo should

only be used in internal corporate
and trade-facing communications,
never on marketing materials.

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Brand extension logo color variants

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Creating brand extension logos

As Xumo grows, the need to create

new brand extension logos will occur.

NOTE: New extension logos require

brand team permission.
1/4X
• Set the type of the new extension
in Work Sans Light, all caps

• Adjust letterspacing of the type to -

50 in Adobe Illustrator. Manually
adjust kerning as needed

• Measure the size of the “x” in the

Xumo logo, then divide by six
(horizontal) or four (stacked) to
determine the space between logo
and type

• Create four colorways following the

1/6X Requires brand team permission
pattern on the “Master logo color
variants” page

• Save as RGB, CYMK, and other

filetypes (.png, .eps, etc.) as needed

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Logos with trademarks

Logos with trademarks include the

master logo, Xumo TV logo and Xumo
Play logo only, and are reserved for
special instances only. Consult with
the brand team on when and where Use with brand team permission only
to use trademarked logos and to
obtain permission.

Use with brand team permission only

Use with brand team permission only

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Co-brand partnerships

For Xumo TV and Xumo Play, please Horizontal

(Preferred)
follow our co-branding principles.

While there is no required ratio, the

relative sizes of the logos should be
balanced and appear visually
proportional. See examples at right.

The logos can be locked up 0.5X 0.5X

horizontally or vertically but must
be separated by a small black circle
at the size and distance shown. Stacked Additional examples (for illustrative purposes only)

0.5X
0.5X

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Enterprise partnerships

The Enterprise logo lockup is Horizontal

(Preferred)
similar to the co-brand partnership
lockup, but without the small black
circle. It is always accompanied by Powered by
0.25X
“Powered by” above the Xumo logo.

NOTE: Although this is a

partnership with Xumo Enterprise,
display only the Xumo master logo.
The Xumo Enterprise logo is for
internal and trade-facing 1X
communications only.
Stacked

0.5X
Powered by
0.25X

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Safe area

Ample space should be given to the logo,

with a minimum safe area around it, free
of other text and/or graphics. The clear
space should equal one-half of the height
of the “X” in the Xumo logo at minimum,
with additional space whenever possible. 0.5X

1X

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Sizing

Logo height should never fall below

.25 inches in print and 20 pixels for
digital. When determining size,
always consider the other elements
to ensure a balanced layout.

When positioning the logo, first

consider one of the four corners of
the layout before moving on to Print Digital
other placement options. Min Min
height height
.25” 20px

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Logo don’ts

Don’t use unapproved colors (see slide 9 for more) Don’t use low contrast (see slide 10 for more) Don’t stretch the logo (hold Shift when resizing)

Don’t add drop shadows or other design effects Don’t rotate the logo Don’t use the X by itself

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 Work in progress

Logos with animation and/or sound

Guidelines for logos with animation

and/or sound are in development and
will be available soon. Until then, please
do not create any on your own.

Confidential. All rights reserved. p.19/43

Color
Color sets the mood of the brand. The palette should be as unique
as a fingerprint — and as identifiable.

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Primary and grayscale palettes

The primary palette consists of the Primary

colors that make up the Xumo
master logo. Use Berry and Teal as
an accent or to fill the background
of a layout. Use black for text on
light backgrounds and white for text
Berry Teal Black White
on dark backgrounds.
HEX #BB2E76 HEX #05B2B6 HEX #000000 HEX #FFFFFF
The grayscale palette is best suited RGB 187, 46, 118 RGB 5, 178, 182 RGB 0, 0, 0 RGB 255, 255, 255
CMYK 13, 92, 9, 6 CMYK 72, 2, 25, 1 CMYK 43, 43, 43, 100 CMYK 0, 0, 0, 0
as background shades for digital use, PMS 233 C PMS 319 C PMS Black C PMS White C
like websites and apps.

Grayscale

Licorice Charcoal Fog Smoke

HEX #333333 HEX #555555 HEX #E3E3E3 HEX #F5F5F5
RGB 51, 51, 51 RGB 85, 85, 85 RGB 227, 227, 227 RGB 245, 245, 245
CMYK 80, 75, 71, 38 CMYK 72, 64, 59, 14 CMYK 9, 6, 5, 0 CMYK 3, 2, 1, 0
PMS Black 7 C PMS Cool Gray 11 C PMS Cool Gray 3 C PMS Cool Gray 1 C

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Secondary palette

The secondary palette is more muted Secondary

than the primary palette by design. It
consists of four pairs of colors, each
containing a dark and a light shade.

When using secondary colors as a

background fill, pair darker shades Plum Blush Gold Buttermilk
with white text and a white Xumo HEX #5E3F55 HEX #F4E6E6 HEX #AD8434 HEX #FAF3DC
logo, and lighter shades with black RGB 94, 63, 85 RGB 244, 230, 230 RGB 173, 132, 52 RGB 243, 243, 220
CMYK 62, 79, 41, 19 CMYK 4, 8, 4, 0 CMYK 14, 35, 90, 19 CMYK 3, 3, 12, 0
text and a black Xumo logo. PMS 7659 C PMS 705 C (50%) PMS 1245 C PMS 2001 C (50%)

This palette can be used for both

digital and print purposes, and is
strongly recommended for the latter.

Forest Pistachio Aegean Ice

HEX #416059 HEX #D4E5E0 HEX #155772 HEX #E0E7ED
RGB 57, 96, 89 RGB 212, 229, 224 RGB 21, 87, 114 RGB 224, 231, 237
CMYK 80, 43, 57, 21 CMYK 15, 4, 8, 0 CMYK 90, 44, 21, 26 CMYK 11, 6, 3, 0
PMS 626 C PMS 621 C PMS 7708 C PMS 649 C (75%)

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Tertiary palette

The tertiary palette reflects the Tertiary

vibrancy and joy of the Xumo brand.
It may only be used digitally—
including Xumo TV, Xumo Play, web
and mobile—never in print, as the
colors will not reproduce faithfully.
Magenta Violet Blue
When using white text in front of the HEX #F41A83 HEX #8800F2 HEX #0029FF
tertiary colors, always ensure the RGB 244, 26, 131 RGB 136, 0, 242 RGB 0, 41, 255
size is at least 18pt, in order to pass
AA accessibility standards.

Light Blue Green

HEX #0098FF HEX #2AAC00
RGB 0, 152, 255 RGB 42, 172, 0

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Typography
Typography is the handwriting of the brand. Our font was chosen to convey
sophisticated simplicity and approachability when delivering important messages. It
complements rather than competes with the visuals, keeping print and digital
spaces clean and uncluttered.

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Brand font

The official font for the Xumo brand is

Work Sans, a modern, welcoming and
legible typeface. It is available in a range
of weights, making it highly versatile.

Work Sans should be used for all

marketing communications, including
websites, social media, display banners,
email, print and packaging. Also use it for
internal documents, such as PowerPoint
presentations.

Headlines - Bold in most cases. For very

large and very short headlines, ExtraLight
is also acceptable.

Subheadlines – Light.

Body copy – Light or Regular.

Download Work Sans for free from

Google Fonts.

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Using font weights and sizes

Use this guide to ensure consistency of

our brand font across all communications.
This can be used for a variety of needs,
from website, social and banner design to
print, outdoor and packaging.

Important notes:

ExtraLight - Only for very large sizes.

ExtraLight and Light - Don’t use for very

small type. It will be illegible.

Light and Regular - For longer text blocks,

like body copy.

SemiBold and Bold - Reserve for shorter

snippets of type, like headlines and
headers. Avoid using for long or very large
copy, as it can feel like shouting.

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Typing Xumo

Although the Xumo logo is set in all DO type out Xumo and all brand extensions in initial caps
lowercase letters, use initial caps when
writing “Xumo” in any communication,
both internal and external. Xumo Xumo Play Xumo TV
Our brand extension logos position the
Xumo logo directly next to the extension
text with no space between them, but you
DON’T use all caps, all lowercase or omit the space before the extension name
should always add a space and use initial
caps when typing them.
XUMO xumoplay XumoTV

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Tone & voice
You can tell a lot about a person by their tone of voice. Same goes for brands. Tone
and voice are the brand’s personality. What it says and how it’s said. For a brand
that customizes and delivers entertainment, the voice should sound very familiar
and have a tone that’s reassuring.

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B2C Tone & voice

Our B2C voice is Our B2C voice is not

The Xumo voice is friendly, informative
and conversational. Everyday language.
Funny but not irreverent. Familiar but
not overly so.
Easygoing Bougie
Xumo tone has a few inflections. It can Witty Sarcastic
be kicked-back and relaxed one minute
and edge-of-the-seat enthusiastic the
Approachable Pompous
next, depending on the subject matter.
But it’s always real and relatable.
Curious Annoying
Xumo knows the user, cares what they
Thoughtful Complicated
think about, what interests them and
most importantly, what they like to
Positive Cynical
watch. Trust is the end result of that
Some basics
understanding and every communication
should reflect it. • AP Style, with occasional rule-breaking
• Xumo is always written with initial caps
• Headlines and subheads are sentence
case with no punctuation. Punctuation is
only used if head or sub is two
sentences.
• Dates are formatted MM/DD/YYYY

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B2B Tone & voice

Our B2B voice is Our B2B voice is not

When speaking to our enterprise clients,
we drop most of the adjectives and get
right to the point. We talk about our key
differentiators matter-of-factly, but
Specific Jargon-y
never boastfully. Familiar Informal
We are confident, energetic and
reassuring; someone you could easily
Confident Boastful
see yourself partnering with, in a
relationship where goals are clearly
Optimistic Overpromising
defined and gains are equally shared. Succinct Incomplete
Most of all, we are highly trustworthy.
Everything we say is not only believable
but accurate and quickly verifiable.

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Design elements
Additional graphic elements like swirl patterns, chevrons and photography
help tell the Xumo story.

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Swirls

The swirls represent the joyful, one-of-

Heartbeat
a-kind entertainment experience only
Xumo offers. Their fluid shapes
represent the idea of streaming, while
their bands of color nod to the wide
range of TV and movie content we offer.

Use the swirls as a first option when

bringing the Xumo brand and its
products and services to life. Ribbon Squiggle

It is recommended that you crop the

swirls to highlight key sections, as
demonstrated on the divider pages of
this document. Never show the entire
swirl in a layout. You can also rotate or
flip the swirls to best fit your design.

Always place the swirls in front of a

Ring 1 Ring 2
background color, preferably the lighter
shades of the secondary palette.

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Pretzel 1 Pretzel 2
Swirl usage

Do use the swirls as a background Do crop/zoom/rotate/flip the swirls Do use the swirls to fill shapes Do pair the swirls with suitable
behind images or graphics to best fit the composition background colors from our palettes

1234 Street Name

City, ST 98765

To Whom It May Concern,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ullamcorper tortor quis libero
ultrices, vel feugiat lacus bibendum. In quis lacus pretium, placerat sapien vitae, pulvinar
justo. Sed vitae sem vitae massa tempus vulputate eget at neque. Morbi id metus vel nunc
lacinia molestie. Cras tincidunt egestas blandit. Aenean eu consectetur neque. Pellentesque
dolor eros, imperdiet vel tristique eget, consectetur imperdiet eros. Etiam et nisl vestibulum,
elementum tortor at, interdum ante. Morbi vitae velit at neque sollicitudin lobortis.

Vestibulum sem dui, consequat vitae urna eget, pharetra malesuada quam. Curabitur id
fringilla libero. Vestibulum id tellus dapibus velit tempus lobortis. Mauris sed pharetra est, id
molestie tellus. Aenean dignissim dapibus nulla in ornare. Fusce consectetur eleifend
maximus. Nulla nec risus placerat, lobortis mi quis, posuere dolor. Nunc at porttitor quam.
Interdum et malesuada fames

Sincerely,

Don’t insert the swirls into real-life Don’t stretch or distort the swirls Don’t let the swirls ‘float’ in the Don’t use white/gray/black, clashing
scenarios such as photos layout; make sure they go to the colors, patterns/busy backgrounds, or
edge(s) of the layout or container unapproved colors behind the swirls

Confidential. All rights reserved. p.33/43

Photography

Xumo is about quality time spent with

friends, family or just yourself. Hence,
the images should be warm and inviting.

They should also feel authentic, so the

viewer can easily picture themselves in
the scene. The lighting should look
natural, whether day or night. And since
everyone can enjoy Xumo, always strive
for diversity of age, ethnicity and gender.

When possible, use an image that

features a Xumo co-branded TV.

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The chevron

Part of what makes the Xumo brand

distinctive is the colorful chevron in our
logo. Utilize this shape as a mask to
showcase our content. You can fill the
entire shape with one image, or use both
halves to show two images, as shown here
(1). It’s also acceptable to let parts of the
artwork, like a head, elbow or ball, extend
outside of the chevron shape (2).
1

Using the chevron like this makes it detail-

rich, so apply it only against a solid color (3).
Avoid busy backgrounds.
3 4 Never use a chevron mask as part of the full logo.
Make the chevron very large (60–80% of the
size of your layout), and never use it as part
of the full logo (4).

NOTE: The chevron alone is not enough to

add Xumo branding to a layout. Always
include a smaller Xumo logo somewhere in
your design (5).
5

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Brand in action
Here’s what Xumo looks like when it’s out playing in the world.

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Xumo TV co-brand partnerships

Co-branded TV boxes
Replace the XClass TV logo on the
current box with the Xumo TV full-
color logo, at the same size.

Co-branded startup screens

Replace the XClass TV logo on the
startup screen with the Xumo TV full-
color reverse logo, at the same size.

Important notes

• Other co-branded boxes and startup

screens may need to be updated
similarly, such as the Element brand
TV (not shown).

• See the “Co-brand partnerships”

slide in the “Logo” section at the
beginning of this document for
further guidance.

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Xumo TV UI 1

Apply the new Xumo brand to all Xumo TV UI screens,

replacing any remnants of the previous XClass TV
branding. This process is an update, not a redesign.

What should change:

4

1. Logos – Use the 1-color reverse (all

white) Xumo TV logo anywhere the XClass
TV logo appears, at the same size. For the
startup screen, see the previous page.
3
2. Fonts – Replace Xfinity Brown with Work
Sans. As font weights may not match 1:1,
please approximate as best you can.
Example: Work Sans Medium may be a
better replacement for Xfinity Brown Bold
than Work Sans Bold.

3. Colors – Remove any old XClass TV- What should stay the same:
related colors or gradients and replace with
4. Everything else – The layout of every screen; the components shown; the
a color from the Xumo palette. Use the
functionality; all styling (e.g., the rounded corners on the title artwork); everything
approved “teal fade” in the background.
down to the icons should remain unchanged.

Avoid hard-edged shapes.

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Xumo Play UI

To update Xumo Play to our new branding,

follow all guidance from the previous 2 1

page, “Xumo TV UI.” In the UI shown at the

bottom right, note what changes have 3

been made and what stayed the same.

1. Logo – Old Xumo logo replaced with

new Xumo Play 1-color reverse logo, at the
same size.

2. Fonts – All instances of Xfinity Brown

replaced with Work Sans. 4

3. Colors – Purple accent color replaced

with Teal from our primary palette.

4. Everything else – The layout and

styling have been revamped by our
internal team.

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PowerPoint template

For all internal communications,

leverage our official PowerPoint
template. It has everything you
need to create a Xumo-branded
presentation. And remember to
download and install our free
brand font, Work Sans, here.

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Contact

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Brand contacts

Questions? Here are our

brand stewards. Analia Benedetti
[email protected]

Eileen Hwang
[email protected]

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Thank you

Confidential. All rights reserved.