The core of the design lies in inheritance and innovation. It retains the main body of the text logo that Paradise Umbrella has always had and clarifies the core identification of the brand. In the past, in terms of visual communication, the brand has always been presented in text, needing more diversity of visual expression. With the rapid development of online and media today, the expression of text alone has greatly restricted brand communication. In the new logo, the design has updated the older calligraphy fonts, presenting a more contemporary font that conforms to the cultural characteristics of Paradise Umbrella. At the same time, it has extracted a unique identification symbol for the brand that perfectly matches its connotation in the font shape – a semi-arc shape like an umbrella surface that is propped up, which symbolizes the attributes of the brand culture, the focus on products and craftsmanship, and the support for users and life.