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Choosing umbrellas

Rain is free advertising if you've planned ahead. An open umbrella is a big, bright circle moving through a crowded sidewalk at exactly the moment everyone is looking up and around. Real estate agents, hotels, golf courses and professional firms keep custom umbrellas on hand for clients, because it's a small rescue that people remember and a gift nobody needs explained.

The canopy is divided into panels, and that shapes your design. Most logos go on one panel, or are repeated on alternating ones so they can be seen from any angle. Curved fabric and seams stretch artwork slightly, so keep it simple and leave some space around it. Check the imprint area on the product page, since it can vary a lot between styles.

Size should match how it'll be used. A compact folding model lives in a bag or a car door, while a large golf-style umbrella shelters two people on a walk from the parking lot. Colour contrast matters a lot here: a pale logo on a dark canopy can be spotted from far off, while a similar shade will disappear on a grey day.