The visual identity centers on typography, focusing on the individuals behind the company - the real heroes of this talented family of “primos”. Embodying the essence of close, familial relationships, sometimes encompassing conflicting partners, but predominantly individuals who understand and thrive off each other, Primo fosters this ethos in its interaction with clients and creatives. This interpersonal approach serves as the bedrock of the brand’s tone of voice.
Primo, a content production company originating from Argentina and now functioning in five countries, draws its name from the term “primo”, meaning cousin, symbolizing companionship and equality. The identity and logo ingeniously simulate the frame of a film, with the logo’s movement resembling a film strip coursing through an analog projector. It underscores the concept that, like film frames, a cousin or a partner isn’t self-sufficient; creating a moving image necessitates another “primo”.