Overview

Primarch Manufacturing is a Californian company founded in 2003 specialized in nutrition and food complements.
From a 500sqft warehouse, in a few years they grew into a fully operational production plant with over 14,000sqft of warehouse and workable clean room space.

One of their specificity, is they operate "under the radar" emphasizing excellence in their raw ingredients and cutting edge process rather than on advertising.

Their aim is to stay discreet, but still inspire a big corporate and industrial feel.

My action remained very subtle and consisted in perfecting their current logo. Most of their clients shouldn't notice the change, but their subconscious hopefully will.




* their current website wasn't designed by us.

 Client: PRIMARCH
 Designer: Philippe Phrénèse
 Website: primarchmfg.com/
 Year: 2008

Conceptually, their logo did a decent job at conveying an industrial feel.

The big A was relevant to symbolize the arch and the little balls within it pretty well captured the idea of transformation, encapsulation, specific techniques relevant to their activity sector.

Now on the execution, the display font seemed a bit chunky and irregular (especially the consistency between the thin and thicks and also the random kerning (R/C mostly)) and could use another round of refinement.

I mainly adjusted the angles of the R leg, M obliques, all matching the angle of the big A for visual consistency. P, R, C, and H are also now of equal width. Finally, I ditched the gradients on the balls that were unecessarily distracting the eye.

"MANUFACTURING" was also set to a monospace format to further accentuate the automatic and industrial feel.

Final mod was the orange which felt a bit washed up and was brightened.

Comparison