Primark reveals refreshed brand identity as it launches its summer collection

Today, Primark is unveiling a new brand that is set to redefine its identity. The overhaul includes a playful update to its logo, a refreshed Primark blue for its new colour palette, and a specially designed font.

This new look will be visible across social media, in direct communications, and in-store, with further rollouts planned for later this year. Developed with global creative agency VCCP, the news coincides with the launch of Primark's new summer collection and campaign, Viva Summer.

The changes include the introduction of a brand portal, described as a "window into the world of Primark", which will be used across campaigns and elsewhere, "bringing everything Primark offers to life".

It's been over five decades since Primark opened its first store in Mary Street, Dublin. This year, Primark is also celebrating 50 years on the British high street after it opened its first shop in Derby in 1974. The retailer now boasts over 440 stores across Europe and the United States, with a new unit opening in Budapest, Hungary, later this month. Today's unveiling of its new brand forms part of its ambitious growth plans, as it looks to reach 530 stores globally by the end of 2026. 

Gary Holt, executive creative director from VCCP, says of the retailer's new look, "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 promises to be Primark's biggest-ever summer collection, offering "luxe swimwear to lightweight sleepwear" and "breezy daytime looks to night-time glam." The range features bold prints alongside earthy neutrals across womenswear, menswear, and childrenswear.

Today's news comes after VCCP was appointed Primark's creative agency in August 2023, following a three-way competitive pitch process.