Opened earlier this year, Primary is a new co-working space in downtown New York that doesn’t just offer fast internet connection, coffee, and conference room space but also offers morning yoga, meditation, professional development, and showers, blending wellness with office-ness. Primary has 70 private offices with more than 100 co-working spaces, it brews Stumptown coffee, and has its own concierge. Needless to say, if the Starbucks with the dirty restroom has been your co-working space so far, upgrading to Primary might require a big payday increase. Currently with one location in New York, they are looking to open a second one in the Flatiron District and another in Toronto, Canada. The identity has been designed by New York, NY-based DIA.
The Primary identity is based on specific color psychology. We developed a generative based platform that creates unique logos depending on desired moods or time of day. The mix of colors help shape the atmosphere of a room, office or specific piece of collateral. Different hues are used for different activities. For example, a Bikram yoga class would involve more heat and intensity than a meditation class, so the colors would vary accordingly. Additionally, each member or employee will be given an individual sphere matching their personality. The identity is a living and breathing experience that can evolve and change.
The logo consists of a very simple, thin wordmark and a color-shifting sphere that give Primary an ambiguous, luxurious, WTF-is-it-anyway? vibe that, no offense, seems to go very well with the affluent customer that would set up office here. Since there are no prices listed on the website, I assume the old adage of “If you have to ask, you can’t afford it” applies here. The sphere is cool to look at, especially when animated, and the different color combinations and texture directions are a nice twist on the usual flexible logo approach but, like the space itself — or, more likely, because of the space itself — it feels a little pretentious. Like, if you don’t get it why it’s a sphere or why Bikram Yoga would require a different color than meditation you are not wellness-aware enough to work or work-out here.
(To pre-emptively beat the it-looks-like comments, the first thing I thought of when I saw this project was “Oh, good, someone unblurred the CooperVision identity”. Which in no way is meant to imply DIA copied the concept or execution.)
Regardless of personal interpretations of the logo and assumptions of what kind of crowd the space attracts, the identity is quite nice and decidedly establishes a specific mood (or sets of moods) and a high expectation on the services and amenities provided. The different ways (and sizes) in which the sphere is used with the wordmark adds some interesting variety along with, of course, the changing spheres. I have to question whether using the sphere as a logo as well as a bullet point for services or class schedules is the best option as it takes away some of the gravitas of the logo as a logo.
Overall, no doubt this is appropriate and well executed and manages to convey a mix of business and wellness to a specific audience. For some, though, the Starbucks with the dirty restroom might be just fine.