The visual identity redesign for Primare


THE CORE Create a visual identity redesign for Primare – including a new look & feel, a brand new website design and two technologoy logotypes. The primary goal with this redesign was to reinforce the Scandinavian look and feel of the brand. The old look lacked the spirit and visuals of the north. During the process pretty much everything has been replaced, changed or added. But one thing has not changed. We decided to keep the existing logo, based on two reasons; first of all, the logo design rhymes well with the new look and Primare´s existing tagline “The sound and vision of Scandinavia”. Also, the Primare logo and logo symbol are well-known in the industry, and we decided that it would be a bad idea to throw that away.  The collaboration with Primare is a long-term ongoing relationship, we have been working together since 2015.
USAGE The new look & feel is now used on business cards, ads, web site, digital presentations, brochures, email-newsletters, banners, roll-ups etc.
FRIENDS The website development has been made by Peter Anderhagen, Abrovink Interaktiv Media AB. Product photography by Niklas Thornblad,

”Björn, you have truly brought tears to my eyes with these great designs. I can’t express how much I appreciate your good work!”
– Terry Medalen, Marketing at Primare

About my logo design process

I have a streamlined logo design process. You will know what to expect during the process and I keep everything efficient and effective, in terms of time and money. Do you want to know more? Visit my page that describes my logo design process. Or, if you are ready to go – send me an email and we will get things started.

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A deeper look at the design process and outcome for Primare

Primare logo on top of fog and pine-trees image.
About Primare image
About Primare text
Primary product shot.
Primare philosophy.

Basic Elements image.
Primare logo options.
Primare new colors 1 of 2.
Primare new colors 2 of 2.
Primare typography.
Primare illustration style 2 of 2.
Primare illustration style 1 of 2.
Primare logotypes.
Primare imagery style.
Applications image.
Business cards for Primare.
Ad example.
Image showing printed Primare product folder.

Image showing printed Primare product folder. Image showing printed Primare product folder.
Mockup of new website for Primare.
Brochure images no 2.