New look and shortened name for Diamond Resorts

Leading vacation ownership company Diamond Resorts has unveiled a redefined brand approach and shortened its name from Diamond Resorts International.

A global leader in the hospitality and vacation ownership industries, the company’s brand refresh also includes a promise to ‘Make a habit of breaking from the routine’ and updated commitment to helping its members take time to connect with the things that matter most in life.

Effective immediately, the refresh features a new name, logo and website that embodies a more familiar and modern aesthetic, complete with a clear and conversational tone. The approach effectively communicates a straightforward focus on member benefits and Diamond’s excitement to be a part of their journey.

Michael Flaskey

Michael Flaskey, the company’s chief executive officer, said: “Vacations are meant to be fun and exciting, and it was time we updated our look and communications to better reflect that mentality.

“Relationship building is at the heart of our business, and we wanted to create an image that was warm, inviting and innovative for our members and their families. With this refresh, our goal is to not only get to know our members better, but open ourselves up as well, so they feel like a part of the Diamond family.”

To build a unified brand experience, Diamond Resorts used qualitative research compiled through interviews with members, prospective guests and team members. During the process, it was determined that the Diamond Resorts name is inherently associated with a strong global company, which resulted in the dropping of ‘International’ from the official name.

The brand refresh emphasises the company’s four core pillars to deliver a consistent experience across every property and event, provide an immersive escape from the everyday, make all facets of the membership process easy, and establish a personal connection with members through tailored communications and interactions that address needs and expectations.

“We’re still doing what we love,” added Flaskey. “Our goal is to continue delivering unforgettable getaways, exclusive concerts and VIP events to our members, making sure they know that a Diamond membership is a promise to always have another vacation to look forward to.”