The former Orlando Eye is getting a new name...again

For the fourth time since it opened, the giant observation wheel on International Drive is getting re-branded by it's owners.

It's now being called The Wheel at ICON Park.

The 400-foot-tall landmark--the tallest on the east coast--was first named the Orlando Eye when it opened in 2015, since it was modeled after a similar attraction in London, called the London Eye.

It was first renamed to the Coca-Cola Orlando Eye in 2016, after Coca-Cola struck up a sponsor agreement.

When it ended last year, new owners took over and announced the observation wheel would be changing names again, this time to ICON Orlando, a reference to the larger entertainment complex it was located in, called ICON Orlando 360.

The newest name, The Wheel at ICON Park, comes less then a year after the last name change, and will likely cause a bit of confusion among residents in the Orlando area, who have endured all of the different monikers.

The company that owns The Wheel at ICON Park says the change in name coincides with another re-branding effort based on new entertainment options being added to the area around the observation wheel.