New DVC logo coming

[DizDays]

DH and I are at Disney now. I saw a logo similar to the new one described by the OP on the back of a bus last night. I had not yet read this post, but the look stood out; not so much because of the design, but because it was clearly DVC. It said "Keys to over 500 Kingdoms. Disney Vacation Club.". The old logo was not included in this design. We saw a second one, which used a different tag line, but I can't remember what it said.

 

[Anal Annie]

I wonder if this logo change is why my BIL & SIL couldn't find us a new DVC car magnet when they were there last week?! Maybe they're not ordering any more of the old stuff. My old DVC car magnet turned out to be just a cheapy label or something on the magnet & the edges are all peeling off. We let BIL & SIL use some of our points for a few nights at AKV last week and I had asked them to pick up a a new magnet for me while they were there. They couldn't find it at the AKV (Jambo) store so the brilliant CMs working at the store told them to look for it at the OKW store for some reason. Wanting to find it for us since we'd let them use our points they wasted time trekking over to the OKW store to hunt for it and of course they didn't have it either. I felt bad they went on a wild goose chase as they were only there for a few days. Bummer that they haven't started replacing the old items with the new ones as they run out of the old merchandise.

 

[wdrl]

The logo is already being used on the back of the Disney buses. I will try and snap a picture if I remember. It is much more elegant than the Doorway to Dreams sign, much more polished. But it is very much like it.

RoccoP72 posted several photos of the new bus ads on a thread on the DVCNews. Here is a link to the post: http://dvcnews.com/forum/showthread.php?8276-New-DVC-Bus-Ad-s&highlight=buses.

Here is one of the photos that RoccoP72 posted in her thread:

 

[Chuck S]

The version on the bus looks much better than the Dorrway to Dreams version. But I still wonder if this is going to replace the current logo everywhere, or if it is just a change in marketing.

 

[TisBit]

I really hope that isn't the case. Not because I'm that attached to the current logo or anything, but having recently gone through a re-branding at work, I know exactly how expensive it is to replace signs, letterhead, web sites, etc.

There's nothing wrong with the current logo. Don't spend a bunch of money on something that isn't broken.

Perhaps in the long run, it will be cheaper. Notice the Doorway to Dreams logo is only 2 colors, vs several in the current logo.

But whether or not the Doorway logo actually replaces the current logo remains to be seen. They use the globe logo for printed items used during sales, like letter head and business card, and the current full color logo for painted signage, like at the resorts and in park sales kiosks.

While there will certainly be a cost associated with some of these items...like park kiosks, etc....the big difference is that they are not "rebranding" but introducing a new logo. Their perishable items (business cards, letterhead, etc) will be used until the supply is depleted and the new ones issued with the new logos. I am sure even for the CM's, they will have a period of transition for clothing, etc. Now, if they were truely rebranding...that is quite expensive because you must replace everything at one time with the new brand name, etc (ie if it became Walt Disney's Magical Vacation Club or something else).

As for the new logo, I think it will be better for DVC. It shows that it is truely part of the Disney brand as represented with the Mickey Ears. They are iconic and recongizable across the world. You can slap those advertisments on a bus in NYC and someone knows you are talking Disney...with the old DVC logo someone not familar did not recognize it instantly as the Disney brand.

 

[csharpwv]

ACTUALLY, now that this thread mentions it -
DVC has been moving away from the current logo for quite a while.

It is no longer on the Cruise Line DVC hats, the 'free' items given away to DVC Members on the cruise, and a few other places as well.

They have been trending away from the really bright colorful logo.

While I LIKE the current logo, I think does look a little dated, and kinda cheap.

Plus, the current DVC logo doesn't exactly look great on a polo, or other type of shirt.

I kind of hope the new logo is a little more sophisticated.

 

[supersuperwendy]

I'm sad to see the current logo go. I have so much DVC stuff like hats, towels, etc. I love the logo and it makes me happy when I see it! I wear a little DVC pin on my sunvisor. I don't think the new one screams DVC at all. It's a globe with Mickey ears. It's kind of boring honestly.

 

[rpk1951]

Good idea to sell a new line of merchandise. How will people with DVC license plate be able to replace them with Mickey Ears

 

[staceymay00]

Actually, I really like that. If they are thinking of continuing to expand DVC worldwide, that makes sense. I can't help but wonder if this is something way bigger, and re-branding is just the tip of the iceberg. I mean, we now have Aulani and potentially something in Washington, DC? That may be why they've made the play to separate resales out of the mix. I wonder if the "DVC" program as we know it is evolving, and if Dis is restructuring the program altogether? Not always, but generally, the reason companies rebrand is to move away from what "once was" and position it toward a new or improved vision and the brand represents this new vision.

Fun to think about all of the possibilities!

My thoughts are similar to yours. How many more large DVC resorts can they build at WDW? I can see them continuing with new things at WDW, but maybe more smaller scale projects like GF villas and Poly villas instead of large stand alone DVC resorts. It does especially make sense to shut out resales if they are going to push all the other non-Disney possibilities even more and add to the options. I do think the purpose of the resale changes was partly just to give guides justification for buying direct when customers ask why not just buy resale. Some people won't dig any deeper to realize even with the restrictions they are still probably better off buying resale.

 

[EWL]

While I LIKE the current logo, I think does look a little dated, and kinda cheap.

I wouldn't buy anything with the current logo on it, but I rather like the one on the back of the bus! Will be interesting to see what they do. I notice that the general DVC website doesn't currently have a logo on it at all.

 

[TisBit]

I wouldn't buy anything with the current logo on it, but I rather like the one on the back of the bus! Will be interesting to see what they do. I notice that the general DVC website doesn't currently have a logo on it at all.

I think it could look good on a shirt, etc. I never wanted the old logo apparel because it just felt like marketing....

 

[disneynutz]

The new logo is now on the DVD mailings.

Bill

 

[Sammie]

My thoughts are similar to yours. How many more large DVC resorts can they build at WDW? I can see them continuing with new things at WDW, but maybe more smaller scale projects like GF villas and Poly villas instead of large stand alone DVC resorts. It does especially make sense to shut out resales if they are going to push all the other non-Disney possibilities even more and add to the options. I do think the purpose of the resale changes was partly just to give guides justification for buying direct when customers ask why not just buy resale. Some people won't dig any deeper to realize even with the restrictions they are still probably better off buying resale.

I guess the Fort Wilderness project will be the big one.

 

[Debbie H]

I remember seeing the buses last week when I was there but really didn't pay much attention to it .....guess I was focusing on having fun! LOL

From what I understand, they want to start building them around Euro and Japan as well as other places. Will be exciting to see what develops.

 

[bonrea]

I think this is what you are looking for.

 

[Sammie]

Thanks for sharing, I like the old one better, but guess this is one thing that was not due to member feedback. It looks like one of those old fashioned alarm clocks.

 

[skelooch]

I think this is what you are looking for.

If that is the new logo, I for one am very disappointed, it is not the least bit unique.
Personally I think it's a bad idea to make such a radical change to a corporate logo. It's important for a logo to be instantly recognizable, if you keep changing it that will be lost.
You can tweak it and modernize it but the basic design should stay the same if you ever expect to achieve a brand recognition.
That's why companies such as GE, COKE, MCDONALDS, APPLE have never radically changed their logos.

I would vote for keeping the current logo, with perhaps a minor tweak or two.

JMHO

 

[LJD2143]

The new logo was on the Personal Invite from Samantha Brown to "Behind the Magic in Hawai'i" webcast event that was announced on May 6th.

 

[TisBit]

If that is the new logo, I for one am very disappointed, it is not the least bit unique.
Personally I think it's a bad idea to make such a radical change to a corporate logo. It's important for a logo to be instantly recognizable, if you keep changing it that will be lost.
You can tweak it and modernize it but the basic design should stay the same if you ever expect to achieve a brand recognition.
That's why companies such as GE, COKE, MCDONALDS, APPLE have never radically changed their logos.

I would vote for keeping the current logo, with perhaps a minor tweak or two.

JMHO

Only problem with that theory is that if the logo was not easily recognizable to the general public, it needs to be changed. Nothing about the old logo said "Disney" except the words. The mountains and palm trees did not do justice. The logo has not signifacantly changed in years (or ever, I am not sure) so I don't think they are in a keep changing it mode.

Some of those logos were central to their names (Coca Cola, McDonalds, etc). Even Coca Cola has to radically change their logo in other countries where it needs translation....with the new DVC logo it is instantly associated with the main disney brand.

 

[ADP]

I'm guessing we'll see DVC announcements at the other global parks like Disneyland Paris and Tokyo Disney. Other possible DVC destinations may include popular ABD locations like Italy.