Fresh Look For A Bold Future: Introducing Our New Logo

Umbrellas on the Beach recently closed out our 25th year in business! As we embark on our 26th year, we felt it was time to look at who we are now – after a change in ownership, an expansion of our services and specialties, and an invigorated focus on the kind of company and culture we want to bring to life in our NEXT 25 years!

Our Brand Heart

Our first step was establishing our Brand Heart: the synthesis of Purpose, Vision, Mission, and Core Values that defines UOTB and provides the road map not only for the type of work we do, but also how we do it. With our renewed Purpose – to help our clients bring more health, wellness, and happiness to the world – we also defined what UOTB truly values in our colleagues and culture: Curiosity, Collaboration, Empathy, Growth, Flexibility, Balance, Optimism, and Integrity. These Core Values create the foundation for how we show up for each other and our clients each and every day.

Our Glow Up

With this renewed vision, we began updating our brand system to reflect todays’ UOTB. You may have noticed our glow up over the last few months: a new website and blog, our refreshed Instagram account, and the launch of our LinkedIn newsletter, The Beach Buzz. Our fresh visual system and brand voice have been applied throughout this evolution, but we were missing the final element of our brand evolution.

Our New Logo

At this point, our logo no longer felt aligned to our Brand Heart, Core Values, and personality. We used this newly established brand foundation as our inspiration to evolve our logo.

Structure:

As a nod to our legacy, we maintained the general structure of the wordmark and graphic element.  

Personality:

The updated logo is light and approachable with rounded edges, curving lines, and playful script. This is in contrast to the heavy slab typeface and severe edges of our previous iteration.

Flexibility:

Our new graphic element is the essence of true flexibility – something we practice on a daily basis as an agency. The bold, arching lines not only flex into becoming the “b” in our name, but they are a core component within our visual system. Easily seen as an umbrella, these lines are flexible enough to become a sunrise, clouds, waves, a shoreline, and more. And they are the perfect elements to bring to life in animation and video!

Optimism:

Imagining – and creating – the future of any business requires optimism. As we move into this next iteration of UOTB, we boldly choose optimism! And our choice is reinforced with our cheerful, energetic yellow accent color. But we also realize the need for balance in our approach and steadiness for clients. That’s why we’ve chosen to balance these bright accents with the combination of a cool, deep blue and calming aqua.

Our Beach Debut

And now, we’d like to celebrate our new logo in action!

We hope you recognize the UOTB you know in our logo’s details. Whether it’s our friendliness and optimism, moments of lighthearted levity, willingness to flex to your needs, or our steady partnership and the calming assurance of a job well done. Thanks for being on this journey with us as we enter our 26th year of bringing more health, wellness, and happiness into the world!