Delaware North has announced the launch of a new global brand identity as the company prepares to celebrate its 100th anniversary in 2015. The company will now be known simply as Delaware North—no longer as Delaware North Companies—and has ended the use of the acronym DNC in its logo.
Founded and owned by the Jacobs family for a hundred years, Delaware North operates in the sports, travel hospitality, restaurants and catering, parks, resorts, gaming and specialty retail industries. The company also owns a number of destination resorts and premium restaurants and catering.
"Our new brand identity further evolves our mission of being one unified brand with one compelling vision for our future," says Jerry Jacobs, Jr., principal of Delaware North. "Delaware North's portfolio includes some of the most iconic and special places—venues and operations in the world with more than half a billion customers with incomparable service by our more than 60,000 associates. As such, our brand identity should be equally as world-class. So we created a logo that is forward-thinking and visually inventive. This is important as Delaware North is focused today more than ever on innovation and creativity. We think it is also reflective of our passion in delighting our guests and our strong foundation and commitment to partnership."
In addition, the majority of its operating companies, which previously had been identified as Delaware North Companies Parks & Resorts, for example, will also be known as Delaware North. When appropriate, Delaware North will reference its operations as being in the sports, travel hospitality, parks, resorts, restaurants and catering, gaming, and specialty retail industries.
The only exceptions will be Delaware North Sportservice—given its historical importance as the company's original operating company and brand recognition in the sports industry—and Delaware North's most recent acquisition, Patina Restaurant Group, a premium restaurant and catering operator.
Delaware North Sportservice will also use the new Delaware North logo but with the addition of "Sportservice" in script below it. Patina Restaurant Group will continue to use its logo.
A complete switchover of branded elements used in Delaware North's worldwide operations has begun, with completion anticipated by September 2015, when the company moves into its new global headquarters.