In a move that’s long overdue, Disney is dropping it’s superfluous Buena Vista brand name according to Bloomberg. For decades, Disney has distributed movies under the Buena Vista moniker, but if it ever served a purpose I don’t know what that purpose was. Buena Vista is Disney. There’s never really been any difference.

Now everything that might have been Buena Vista is simply being re-labeled Disney in the next few weeks. The idea is to strengthen and simplify the Disney brand, and to stop confusing consumers by using so many different names for the same thing. It just makes sense.

In a way though, it’s sort of sad to see Buena Vista go. It’s been a part of the Disney family since 1953, started by Roy Disney as a way to sell the company’s films to theater owners. The weird thing is, that even though I grew up on Disney movies and was inundated with the Buena Vista logo every time I watched one of them, it’s hard to associate the name with Disney. When I think of all the good times I had watching Disney’s great old Fred MacMurray movies, I think of Disney, not Buena Vista. Apparently most consumers feel the same, which is why they’re just getting rid of it. So long Buena Vista, we probably won’t miss you. What were you again?