The performance fabric brand Sunbrella underwent a brand identity update, including a new logo, to acknowledge its 50-year heritage, while focusing on innovation and enhanced styling for today’s consumers.

Sunbrella’s yellow, red and blue umbrella has morphed into a stylized, deep orange umbrella. The type face has been updated with a cleaner, more contemporary look.

“When the previous logo was introduced, Sunbrella fabrics were primarily solid colors and broad stripes,” said Hal Hunnicutt, vice president of marketing for Glen Raven Custom Fabrics. “Sunbrella has progressed dramatically during the past decade. We wanted to retain elements of the brand that people are so familiar with and trust, yet give the identity a refresh that better reflects where Sunbrella is today and where it’s headed for the future.”

The new brand identity will be phased into various marketing elements over the next several months, including advertising, web, packaging and collateral materials.