VCCP Reveals New Brand Look for Primark

VCCP has revealed the refreshed look and feel for Primark, as it launches its new summer collection and campaign, VIVA Summer.

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 updates, the new brand world includes a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font. From today, customers will begin seeing the new brand across social, in direct communications and in store – with further rollouts planned for later this year.

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
Gary Holt

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.”

Viva Summer is Primark’s biggest ever summer collection, offering seasonal styles that exude a vibrant coastal feel. From luxe swimwear to lightweight sleepwear, and breezy daytime looks to night-time glam, the retailer’s Viva Summer range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.

VCCP was appointed as Primark’s global branding and creative agency partner in August 2023, following a three-way competitive pitch process.

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