NEW YORK / LOS ANGELES – NBC Universal Telemundo Enterprises, the leading producer and distributor of Spanish-language content for U.S. Hispanics and audiences worldwide, is expanding its visual identity ahead of FIFA World Cup 2026™ and a new era of multiplatform growth, unveiling a refreshed network branding system and World Cup creative package developed in partnership with creative company Sibling Rivalry.
The two projects were developed as connected but distinct systems, with the World Cup package serving as a creative foundation for the broader network refresh. Drawing from the scale, passion and cultural energy surrounding the world’s biggest sporting event, the work reflects Telemundo’s evolution as a leading destination for sports, entertainment and live cultural moments across broadcast, streaming and digital platforms.
“For Telemundo, the goal was to build an epic home for Latino fans where the World Cup feels as big on screen as it does in their lives,” said Mikon van Gastel, Co-Founder and CEO at Sibling Rivalry. “By triangulating Telemundo’s ambition, the audience’s reality, and the cultural moment, we could push past surface-level branding into a system that feels intentional and is built to last.”
Elevating the World Cup experience
For the World Cup package, Sibling Rivalry, led by Creative Director Burke Miles, created a comprehensive visual system for Telemundo’s Spanish-language coverage of FIFA World Cup 2026™, built around the concept of Casa Épica — a bold and immersive home for the tournament that reflects the passion, emotion and communal experience of fútbol for U.S. Latino audiences.
Rather than treating the World Cup solely as a sporting event, the creative approach positions it as a major cultural moment, capturing the energy, anticipation and shared experiences that surround the tournament across generations and communities.
“As we head into the FIFA World Cup and a new era for Telemundo, we wanted a creative system that reflects the scale, passion and cultural impact of our brand today. This refresh gives us a modern and flexible identity built for our audiences across sports, entertainment and streaming,” said Claudia Chagui, Executive Vice President of Marketing and Creative, NBCUniversal Telemundo Enterprises.
That thinking carries through a flexible, cohesive system spanning on-air graphics, motion, typography and campaign assets, designed to adapt across teams, match-ups and moments, while giving Telemundo something it can continue to build on over time.
“Even though this was a sports package, we didn’t think of fútbol as just a sport,” said Eduardo Palma, Design Director, Sibling Rivalry. “We thought about it as culture — the feeling of people coming together to watch, celebrate and root for their teams. That gave the work a different sensibility.”
A refresh built around convergence
The broader network refresh, titled Nexo, extends the creative thinking across Telemundo’s full portfolio of entertainment, sports, news and streaming experiences. Inspired by Telemundo’s ambition to serve as an “unstoppable U.S. Latino force across media and culture,” the identity positions the network as a unifying destination connecting audiences through stories, voices and live moments that matter most to them.
At the center of the system is the Telemundo’s iconic “T”, reimagined as a bold and flexible brand device designed to evolve across programming genres, platforms and audience experiences.
Light, glass and motion play a central role across the identity, creating a sense of movement and energy without relying on overused visual cues. The rebrand also introduces a broader color logic built around Telemundo red, expanded through light to support the full range of programming, from daytime to primetime, entertainment to sport.
Designed to be unmistakably Telemundo
A key challenge across both projects was creating a system that could feel culturally specific and emotionally expressive, without becoming reductive. Sibling Rivalry worked closely with Telemundo to create an identity that felt elevated and authentic to the brand’s audience.
“From the beginning, the goal was to make the work feel extremely Telemundo,” said Palma. “That meant moving away from generic ideas of what Latino design or sports branding should look like, and instead building from Telemundo’s own equities: its red, its logo, its energy and its role in culture.”
The rebrand also had to work across Telemundo’s breadth of content, from series and entertainment programming to music awards, sports and network IDs. To support that range, Sibling Rivalry built a flexible system with multiple modes of expression, giving the network a broad creative toolkit rather than a single repeated treatment.
Brand and broadcast thinking combined
For Sibling Rivalry, the work reflects the strength of applying brand design and systems thinking to broadcast. The team built both packages as systems that can continue to evolve with the brand.
“We weren’t just designing a look, we were building a system Telemundo could actually use,” said Palma. “It had to work across everything they do — from sport to entertainment — and still feel cohesive and unmistakably theirs.”
The FIFA World Cup 2026™ creative package is already beginning to roll out across Telemundo platforms, with additional campaign elements and fan-facing experiences expected in the coming months. The broader network refresh will continue rolling out throughout 2026.
