UMALUBrand · Florida · 2026
A brand whose logo opens up over the beach.
UMALU is beach umbrella sharing in Florida: the umbrella already stands in the sand, your phone opens it. Every open canopy on the beach doubles as a sign.
Built the whole brand: platform, mark and lettering, color, typefaces, icons, photo style, posters, social, website and factory files.
A logo or a whole brand
What went into the UMALU brand pack- A logo and a couple of color options
- Mockups live apart from the product
- Production files get sent along the way
The mark, the color and the umbrella itself rest on one idea: eight sun rays echo the canopy's eight panels. Posters, social, the website and the layout file the factory receives all grew from it.
How an umbrella became a logo
A beach is blue sky, blue water and hundreds of other umbrellas. Every exploration landed on the same coral, PANTONE 171 C. You can spot it even from a hotel balcony.
The mark is a sun over the letter "a". It has eight rays, like the canopy's eight panels, so an open umbrella reads as the logo on its own, even without lettering.
The canopy geometry came from the factory's template. The lettering never crosses a seam, text is outlined, and the file prints without fonts or anyone else's settings.
What's in the brand
Positioning, voice and approved phrases in English.
The sun over the "a", vector lettering, an app icon.
PANTONE colors, typefaces, 37 icons, supergraphics and a photo style.
Four posters, a backlit city poster, an aerial banner over the beach.
One page for a phone on the beach: how to open an umbrella.
A 100 by 100 cm canopy layout and a print spec.
