Why Your Logo is Important

Umbrellas are often overlooked as promotional items, but they offer a surprising amount of value for businesses looking to create lasting brand exposure . While most people associate umbrellas with rain, they are also effective tools for sun protection. Studies show that umbrellas can block a significant amount of harmful UV radiation, making them useful year-round . This added health benefit makes them more than just a convenience item and positions them as something people genuinely appreciate receiving. From a branding perspective, umbrellas stand out because of their size. The large canopy provides ample space for logos, patterns, or messaging, allowing brands to be seen clearly from a distance. When someone uses a branded umbrella in public spaces like sidewalks, events, campuses, or festivals, that brand gains repeated visibility without any additional effort or cost. Another advantage of umbrellas is their practicality . People tend to keep and reuse items that serve a clear purpose, and umbrellas fit naturally into everyday life. Because they are durable and often stored in cars, offices, or bags, they are used repeatedly over time. Each use creates another opportunity for brand exposure, which helps maximize the return on investment compared to smaller or disposable promotional items. Umbrellas also appeal to a wide range of audiences . They are useful for people of all ages and lifestyles, making them a safe and effective option for businesses that serve diverse markets. Whether given to employees, clients, event attendees, or community members, umbrellas feel like a thoughtful and valuable gift rather than a throwaway item. Finally, umbrellas tend to have a longer lifespan than many traditional promotional products. A quality umbrella can last for years, continuing to promote a brand long after it is handed out. This longevity, combined with everyday usefulness and high visibility, makes umbrellas a smart and strategic choice for businesses that want promotional items with real impact.

Branded merchandise is more than a giveaway. When used strategically, it becomes a marketing tool that builds visibility, connection, and loyalty. According to PPAI Research, 83% of business leaders say branded merchandise improves brand recall and campaign performance (PPAI Research, 2025). The key is thinking beyond the logo and choosing products people will actually use. 

Matt and I traveled to Las Vegas last month to the PPAI Show where our suppliers and manufacturers from around the world come to showcase their new and current products, educate us on trends for the upcoming year and learn more about what we are hearing is important to you, our customers. We will be featuring these products we saw and more over the next couple months in our newsletters and on our social media channels. If you'd like to schedule a time to come in and check out all the samples we brought home, just let us know! We'd love to show you what we found.

Expo and trade show season is an exciting time for many businesses. It is your chance to show up in person, meet potential customers, and put your brand front and center. It can also feel overwhelming when you start thinking about everything that needs to be done. From booth design and signage to giveaways and marketing materials, there are a lot of moving parts. That is where planning ahead and having the right support can make all the difference. Behind Your Design works with businesses every year to help make expo season easier and more successful. Start with clear goals Before anything is designed or ordered, it helps to define what you want to get out of the show. Are you focused on generating leads, building brand awareness, launching something new, or making connections? Behind Your Design helps clients walk through these questions, because your goals should help guide every decision. When your goals are clear, it becomes much easier to determine what your booth should look like, what materials you need, and what giveaways will make the most sense.

Some projects mean a little more than others. Cummings Property Management is one of those. We’ve been working with the Cummings team for nearly 15 years, and our relationship goes back even further. We’ve known the family since high school, so this rebrand wasn’t just another project. When they reached out about updating their logo and website, we knew how important it was to do it the right way. Cummings Property Management has been serving community associations since 1977. What started in the Flint and Genesee County area has grown into a company that now manages more than 130 communities across mid-Michigan. Over the years, the company has evolved, but their brand hadn’t quite caught up with who they are today. The goal of this refresh wasn’t to change who they are. It was to better reflect their experience, professionalism, and commitment to communication and education. We started with a clean, modern logo that still feels timeless, followed by a new website designed to be clear, easy to navigate, and useful for boards, homeowners, and prospective clients. The site supports their focus on education and communication while presenting a professional, approachable look. We’re really proud of how this project came together. The new logo and website feel like a true reflection of Cummings Property Management and position them well for what’s next. Even better, it’s always a win getting to work with people you’ve known and trusted for so long.