Primark has revealed a new brand identity, including an updated logo featuring a “refreshed” blue from its new colour palette, and a specially designed font.
From today, the new look will be visible in-store, across social media, and in direct communications, with further rollouts planned for later this year.
Alongside the new brand identity, the fashion retailer will launch its biggest-ever summer collection and campaign, ‘Viva Summer’, offering a range of products that cater to all fashion needs.
Alongside the launch of its new campaign, the business will introduce the ‘Portal’, developed with its global branding and creative agency partner VCCP, which Primark said “acts as a window into our world” and will be used across its campaigns and communications.
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Primark chief customer officer Michelle McEttrick said: “More than fifty years since we opened our first store in Mary Street, Dublin, we now have hundreds of stores across Europe and the US and we’re getting ready to enter our 17th market with a new store in Budapest, Hungary, later this month.
“Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you’ll always get the same great unique Primark experience that you know and love.”
VCCP executive creative director Gary Holt said: “Primark occupies a special place in our hearts and our high streets.”
“It’s also an innovative brand with big ambitions for growth; it’s been amazing to work on the evolution of their brand world, and we’re excited to take the next step with them on their journey.
“The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.”
VCCP was named Primark’s global branding and creative agency partner in August 2023, following a three-way competitive pitch process.
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