This March, PrimeAsia will take center stage at APLF Hong Kong, marking a pivotal moment in our company’s history—our official rebranding launch. After more than 30 years of industry leadership, we’ve evolved, and so has our brand identity. Our new look represents more than just a design shift; it’s a declaration of our forward-thinking vision, reinforcing our commitment to innovation, sustainability, and partnership.

Why Now? The Need for Evolution

The leather industry is undergoing a transformation. New competitors, shifting consumer expectations, and a rapidly evolving sustainability landscape demand that brands not only stay relevant but lead the charge. PrimeAsia has always been a company that looks ahead, anticipating market shifts and setting new standards. Our rebrand is a natural step in that journey—an opportunity to reassert our position as the premier partner for global footwear brands.

“We wanted to bring a fresh energy and story to our brand while honoring our heritage,” says Steve Savino, president of Global Marketing. “This new identity reflects not just who we are today, but where we are headed—towards a future that seamlessly blends design excellence, operational strength, and environmental responsibility.”

The Design Evolution: Honoring the Past, Embracing the Future

For over three decades, our previous logo stood as a trusted symbol of quality, reliability, and craftsmanship. It was a strong representation of our legacy, but as we move forward, we needed a visual identity that aligns with the momentum and innovation driving our business today.

The new logo is a modern refinement of our brand. The clean, streamlined wordmark reflects our contemporary, global presence while maintaining a professional and bold stance. The two-dot insignia, a key element from our original design, remains as a symbol of precision, balance, and partnership—values that continue to define PrimeAsia.

Beyond just a new logo, our rebranding extends into typography, colors, and artistic direction. Our refreshed color palette, featuring bold blues and vibrant yellows, reinforces our commitment to energy, innovation, and trust. The new typography creates a balance between sophistication and accessibility, ensuring our communications feel both premium and approachable.

Most importantly, our design evolution is not just about aesthetics—it’s about creating a flexible, multi-platform brand identity. Whether on digital screens, product labels, or trade show displays, our new branding ensures consistency, clarity, and a strong, recognizable presence in the industry.

Experience the New PrimeAsia at APLF

At APLF Hong Kong, we will be unveiling a renewed vision. Visitors will experience firsthand how our rebrand aligns with our strategic pillars: industry leading leathers, operational excellence, holistic sustainability, and global support.

Join us as we step into the future, staying true to our mission of accelerating ahead.

See you in Hong Kong!