Primark unveils new look and feel for its brand
Primark has unveiled a refreshed look and feel as it launches its new Viva Summer campaign for its latest collections.
Changes have included the introduction of the ‘Portal’ which the retailer has described as a window into the world of Primark that will be used across all campaigns.
Other work has included a “playful” update to the Primark logo, with a refreshed Primark blue and specially designed font.
Primark said customers will begin seeing the new branding from today across social channels, direct communications and in-store. There will also be further rollouts later this year.
Michelle McEttrick, chief customer officer at Primark 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 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.”
Primark’s new “brand world” was developed with its global branding and creative agency partner VCCP.
Gary Holt, executive creative director at VCCP, 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.”
