Here’s a question you’ve probably been spending a lot of time considering: How should one render the name of Maryland’s new basketball arena?
The school has requested that “XFINITY [all caps] is to be used when referring to the building,” but that “Xfinity is to be used when discussing the brand.”
Thus, these two quotes from the press release announcing the demise of Comcast Center and the rise of the XFINITY Center.
“We are excited to place the name Xfinity on this beloved University of Maryland sports venue,” said Tom Coughlin, senior vice president of Comcast’s Beltway region. “Our Xfinity brand represents our commitment to delivering an unparalleled, innovative entertainment experience to local consumers, and our partnership with the University of Maryland athletics department underscores this promise.”
“We have enjoyed a longstanding and successful partnership with Comcast for more than a decade, and are excited to extend this relationship with the renaming of the XFINITY Center,” said Maryland director of athletics Kevin Anderson. “It is our goal to continue to provide our fans with a special gameday experience, and we look forward to unveiling new amenities at the XFINITY Center in the near future.”
(Note to budding journalists: If you use full news release quotes about #brands and #partnerships and #relationships, maybe you won’t get angry phone calls over blog items about capitalization issues.)
(And here’s another note: I always thought of it as Comcast Center, not the Comcast Center. But here we read about the XFINITY Center. Why is that?)
Anyhow, here’s the rub: While this all makes it pretty clear that the name of XFINITY Center should ideally be rendered as XFINITY Center, or possibly the XFINITY Center, there are already signs on the arena itself that seem to read “xfinity center.” Which is not the same thing.
The Xfinity Center pic.twitter.com/TCYfT80V9f
— Art (@Art_B1GTerp) August 11, 2014
— Frenchy (@TheFrenchyze) August 12, 2014
Not confused yet? Cool. Because there appear to be road signs in the College Park area that refer to Xfinity Center, which is pretty clearly neither XFINITY Center nor xfinity center, to say nothing of the XFINITY Center.
— Tammi Armstrong (@tammiarmstrong) August 1, 2014
— Katie Kreps (@idontgiveaKREPs) July 29, 2014
UPDATE: Turns out the Maryland State Highway Administration told Maryland that having “XFINITY” in all caps would be considered a logo, which goes against the Manual on Uniform Traffic Control Devices policy prohibiting company logos in highway signage. As I’m sure you guessed.
What this all means, of course, is that it’s August and I can’t think of anything else to write about.
But also, that news organizations will likely take the easy way out and just write Xfinity Center, like normal people would.
(Top image via @umterps)