Atmosphere Brand and Identity
It was key that the design of the logo for Primark's most prominent brand reflected the fashionability of the product range. Our inspiration came from the catwalk; the brightness of a photographer's flash the instant the models appear on the runway, the feeling of new, fresh fashion. The handcrafted ‘A’ sits on a black background with in-store signage and garment ticketing using this consistent approach. Two further Atmosphere ‘A’ identities have also been created to work across both casual and tailored garments.