Primark reveals refreshed brand identity as it launches its summer collection

The high street retailer’s new look includes a fun update of its iconic Primark logo, a fresh colour palette and a bespoke font, crafted by global creative agency VCCP.

Today, Primark is unveiling a new brand that is set to redefine its identity. The brand refresh includes a playful update to its logo, a refreshed Primark blue for its updated 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. Alongside this, Primark is launching its biggest-ever summer collection, Viva Summer, which promises to offer a range of unique and exciting products that cater to all fashion needs.

Developed with its global branding and creative agency partner 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 celebrating 50 years on the British high street in Great Britain after it opened its first store in Derby in 1974. The retailer now boasts over 440 stores across Europe and the United States, with a new shop 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 brand evolution, “Primark occupies a special place in our hearts and our high streets,” says Gary Holt from VCCP. “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 global branding and creative agency partner in August 2023, following a three-way competitive pitch process.

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