Primark has revealed a refreshed look and feel for the brand, as it launches its new summer collection and campaign, VIVA Summer.
The fashion retailer’s new branding and updated look was developed with its global branding and creative agency partner VCCP.
The changes include the introduction of the ‘Portal’ a window into the world of Primark, which will be used across campaigns and the wider brand world, bringing everything the retailer offers to life.
As part of the updates, the new brand world includes a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font.
Customers will begin seeing the new brand across social, in direct communications and in store from today – with further rollouts planned for later this year.
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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.”
Chief customer officer Michelle McEttrick added: “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.”
Primark marketing director Wendy Duggan spoke last week about the fashion giant’s plans to break America and the power of social media for building brand equity.
