A new secondary palette has been introduced to support the Primark aqua blue, which has also been refreshed. VCCP says this change was “primarily for accessibility purposes”. The new type family developed by Colophon is an adapted version of Basis Grotesque, the clear-cut sans serif. In the logo, you can find small details of added curvature. VCCP says it wanted to include “playful characters”, “better representing the brand’s personality”. The rebrand and new framing device will appear across assets for Primark’s new campaign, Viva Summer.
Primark’s approach to marketing and branded partnerships has undergone shifts in recent years. Since 2021, more focus has been placed on telling audiences about its Primark Cares initiative, through which it commits to becoming a “sustainable and circular business”. This project includes nine commitments it’s working to achieve by 2030, including making all of its clothes from “recycled or sustainably sourced materials”, halving carbon emissions across its value chain, and “pursuing a living wage for workers in its supply chain”.
In Metro, Erin Bush-O’Brien of Fair Fashion Project referenced Primark Cares as an example of greenwashing, stating: “Businesses and companies know that people care and want to make a difference – and they’re exploiting that fact that we want to do our bit. If a company is still using a linear fast fashion business model and making sustainability claims, I think that’s greenwashing.”
