Primark unveils brand refresh as it eyes ‘ambitious growth’  

Primark hopes its refreshed brand strategy will help drive its international growth plan.

Primark’s refreshed brand logo

Primark, the budget fashion retailer, has refreshed its brand, with an updated logo and colour scheme as part of what it calls a “playful update”. 

The new-look logo features a custom font and a “refreshed” blue colour palette. It is rolling out across social media, direct communications and in-store with more activity in the pipeline.  

The brand refresh coincides with the launch of Primark’s “biggest ever” summer collection and ‘VIVA Summer’ campaign, which was developed with agency VCCP.

As well as revamping its brand identity, the retailer is launching a new brand “portal”, described as a “window into the world of Primark”, which will be used across campaigns to bring “everything Primark offers to life”.  

Primark’s summer campaign. Source: VCCP/Primark

The launch comes just weeks after Primark shared its ambition to bolster its brand.

Speaking to investors in April as parent company Associated British Foods (ABF) revealed its interim results, chief executive George Weston said the clothing retailer had been “doing a lot of work” on its brand.

“Despite having been here for a long time, there’s growth left for us in the UK,” he said.

Primark bolsters brand investment as it looks to ‘go beyond’ price, product and stores

The business is also looking to expand into new markets. It currently has hundreds of stores across Europe and the US and is now gearing up to launch in Budapest, Hungry, which will be its 17th market.

“Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices,” says Michelle McEttrick, chief customer officer at Primark, who underlines the brand’s 50-year heritage.

She adds: “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 adds: “While affordability is at the heart of Primark, the business continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone.  

“The refreshed brand strategy reflects the retailer’s international growth plans as it looks to reach 530 stores globally by the end of 2026,” says Holt.  

The retail business saw revenues globally increase 7.5% year over year in the 24 weeks ended 4 March 2024. Its profit margin also grew three points to 11.3% from 8.3% in the same period in 2023.