NBC Universal Telemundo Enterprises, which produces and distributes Spanish-language content for U.S. Hispanics and audiences around the world, is expanding its visual identity ahead of the FIFA World Cup 2026. Designed for “a new era of multiplatform growth," Telemundo unveiled both a refreshed network branding system as well as a World Cup creative package , both of which were 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 passion and cultural energy surrounding the world’s biggest sporting event, the work reflects Telemundo’s evolution as a leading destination for Spanish-language 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 in a statement. “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.The system is built around the concept of turning Telemundo into Casa Épica (“Epic Home”) – a place that reflects the passion, emotion and communal experience of fútbol for U.S. Latino audiences.
The creative approach positions the tournament as a major cultural moment, infusing the look with the energy and anticipation that surround the World Cup 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, also in a statement.
That thinking carries through a flexible, cohesive system spanning on-air graphics, motion, typography and campaign assets, all of which are designed to adapt across teams, match-ups and moments, while laying a foundation for Telemundo 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.
At the center of the system is the Telemundo’s iconic “T”, reimagined as a bold and flexible brand device that is 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. 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.
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 rolling out across Telemundo platforms, with additional campaign elements and fan-facing experiences expected in the coming months. The broader network refresh will continue to roll out throughout 2026.
