Prima is Croatia’s largest furniture manufacturer with a 25 year old market presence. New Prima visual identity is always keeping up with the times, designed to sustain the legacy quarter century in the making, as well as to boast a new, modern Prima face.
To keep abreast of the times and upcoming trends, the new visual identity features a logotype and a series of seasonally changing raster graphics. Its modularity, i.e. color-and-pattern changeability and adjustability, can create countless variations.
The new visual identity is made up of the logotype and color system-based patterns. The patterns come about in four versions, each standing for a respective Prima value.
Grid: Interlinked and connected Prima corporate system; timelessness, collectability.
Radius: team, family, continuity, designer community, modernism, accessibility.
Lines: identity, Prima DNA at your home, affordability, broad service/product range.
Organic: personal style, inspiration, emotion, harmony.
Prima color system can set off myriads of pattern variations and combinations adaptable to reflect the current trends, allowing Prima visual identity to be trendy at all times, just like Prima furniture always is.
Prima / Renato Radić (Prima Group CEO), Slaven Andrić (Prima Furniture Director), Ana Končić Šebek (Head of Marketing), Amadea Skračić (Marketing Specialist), Ana Kondić (Marketing Specialist), Damira Mišić (Marketing Specialist), Ivana Komljenović Bedenik (Designer), Igor Tokin (Designer), Mirna Strmečki Habulin (Designer), Indira Dedić (Designer)
Bruketa&Žinić&Grey / Ivana Momčilović (Art Director), Valentina Bugarin (Account Director), Davor Bruketa (Creative Director), Ana Krstić (Project Lead), Radovan Radičević (Head of DTP/Pre-press)
Nikola Đurek (Typography Designer)