Primm Risk Solutions | Fayetteville, AR | November 2015
Primm Risk Solutions is an employee
benefits agency in Northwest Arkansas.
Primm Risk prides themselves on serving
their small-business clients with a teamoriented,
hands-on approach, Primm wanted
to convey a sense of team, loyalty and
warmth in a polished look that is simple and
edgy. Inspired by the typographic rhythm
in the word PRIMM, the solution uses three
overlapping arrows, which together reveal
additional arrows. The shapes mimic the
forward motion of the letters P & R and the
repetitive effect of the two M’s. The layering
effect not only creates a sense of depth,
but also a feeling of forward movement.
Despite the momentum, however, a strong
connection seems to exists between each
shape and the group appears to move as a
team. A soft palette that hints at both visual
and figurative transparency, rounded edges
on the arrows and use of a dark gray give the
logo an air of comfort and yet doesn’t take
away from a feel of professionalism.