In early 2026, there was a strategic "identity shift" for Universal Studios Florida, though the overarching "Universal Studios" brand name remains intact. On January 20, 2026, Universal Orlando Resort unveiled a new vision that moves away from the "functioning movie studio" theme of the 1990s and toward a "Modern Franchise" identity. While the park is still called Universal Studios Florida, much of the "studio" branding in marketing has been replaced with a focus on immersive lands, similar to the strategy used for the new Epic Universe park opening soon. This shift was signaled by a high-profile "speedometer" teaser and the permanent closure of older "behind-the-scenes" style attractions like Hollywood Rip Ride Rockit, replaced by high-octane franchise experiences like Fast & Furious: Hollywood Drift (opening Summer 2026). Essentially, while the name on the front gate hasn't disappeared, Universal has formally acknowledged that the park is now a premier thrill destination rather than a place to see "how movies are made," aligning its brand with the modern expectations of theme park guests.