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Primark unveils fresh brand identity along with latest summer collection

Lauretta Roberts
22 May 2024

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

The new identity was created by the value fashion retailer's agency VCCP. Its logo has been given a "playful update" with a refreshed Primark blue, and a specially designed font. Customers of the brand will see the new identity across social, in direct communications and in-store from today with further rollouts coming later this year.

The changes also see the introduction of the "Portal". This "window into the world of Primark" will be used across campaigns and the wider brand world.

Michelle McEttrick, Chief Customer Officer at Primark said: "More than 50 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.”

Gary Holt, Executive Creative Director at VCCP added: "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."


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Viva Summer is Primark’s biggest ever summer collection, offering seasonal styles that "exude a vibrant coastal feel". Including in the range are swimwear, sleepwear and glamorous day to night looks. The range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.

Primark began life on Dublin’s Mary Street in 1969 and has grown into a global fashion giant with over 440 stores across 16 –soon to be 17 – markets worldwide. This year in GB, Primark is celebrating 50 years on the British High Street, after it opened its first store in Derby in 1974.

The refreshed brand strategy reflects the retailer's international growth plans as it looks to reach 530 stores globally by the end of 2026.

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