Universal Orlando Reveals New Logos and Rebranding, but What Does it Mean?

Universal Orlando Resort has revealed redesigned logos for Universal Studios Florida, Islands of Adventure, Volcano Bay and Universal City Walk. These logos were unveiled following the announcement of rebranding of the “Universal Parks & Resorts” division to “Universal Destinations & Experiences.” Below are side by sides of the previously used logos compared to the new. 

According to Universal Orlando on Twitter, “the rebrand of the company better reflects the full breadth of innovative offerings we bring to fans around the globe as well as our intent to continue to expand our business in the years ahead.” This is in reference to the news that broke earlier this year of Universal developments in Frisco, Texas and Las Vegas, Nevada.

The Frisco, Texas Universal property will be home to a one of a kind experience with character interactions, shows, family-friendly attractions and experiences geared towards younger children families. On March 7, 2023, Universal's new family-friendly theme park was given the green light by Fresco's city council. Below is concept art released by Universal for the new Texas property. 

There are multiple speculations as to what this family-friendly theme park resort will include. From this map, we see hints of popular DreamWorks and Illumination intellectual properties such as Trolls, Shrek, Minions and Kung-Fu Panda. 

It is important to note that this new destination will be scaled down from traditional theme parks, however will still carry the same quality as Universal’s other larger resort destinations.

What brought much joy to Halloween Horror Nights fans was the announcement of ANOTHER Universal destination in Las Vegas, Nevada. This year-round Halloween destination is planned to open in Las Vegas' entertainment district, Area15. With the popularity of Halloween Horror Nights, I can’t imagine a better addition to Universal Destination & Experiences portfolio and to Las Vegas than a year round horror attraction. 

In addition to these exciting announcements and expansions (I’m looking at you, Super Nintendo World Hollywood), we can’t forget about the all new theme park coming to Orlando - Epic Universe slated to open in 2025. This all contributes to Universal Parks & Resorts rebranding. 

What do you think of the rebrand and new logos?