Primark has launched a refreshed look and feel for the brand, as part of its new summer collection and campaign, VIVA Summer.
Primark’s new branding was developed with its global branding and creative agency partner VCCP. The changes see 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 Primark offers to life.
As part of the changes, the new branding includes an update to the Primark logo, including a refreshed Primark blue, and a specially designed font. From 21st May, customers will begin seeing the new brand across social, in direct communications and in store – with further rollouts planned for 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 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.”
Since opening its first store in Dublin’s Mary Street in 1969, Primark has grown into a global fashion brand with over 440 stores across 16, soon to be 17, markets worldwide.
