
Founded in 1968, Primark is an Irish multinational fashion retailer that operates over 400 stores across Europe and the United States, with a staff of 80,000. Known as Penneys in Ireland, the company offers diverse fashion lines of men’s, women’s, and children’s clothing and footwear. A flexible discount system makes the brand rather popular among general consumers. As part of a new business strategy, Primark has updated its visual identity, including a logo, a color palette, typography, as well as a new design element named The Portal. The rebranding was carried out by the London, UK-based design studio VCCP, which…