This is a draft to react to, not a finished system. Prime has no brand guidelines today. Everything below is a proposal, and anything in it can change.

The logo

Two versions, one rule each

There are two versions: a full-colour one for light backgrounds and a reversed one for dark backgrounds.

On light

On dark

Leave clear space around it equal to the height of the cross in the mark, and never set it smaller than 120px wide, because the word Group stops being readable below that.

Do not recolour it
Do not stretch or squash it
Do not add shadows, outlines or effects
Do not put the colour version on a dark background

Colour

Four of your ten colours can carry text

Only four are dark enough for body copy. The rest fill shapes, mark borders and carry large headings, and they turn unreadable the moment you set small text in them. That one fact decides most layout questions on its own.

Primary

#4c3484

Buttons, links, headline accents. The workhorse.

Text safe

#544c7f

A second, quieter purple. Documents and secondary pages.

Text safe

#566787

Section labels and small accents.

Text safe

#646c7c

Secondary body text.

Fill only

#24abe3

Logo and the brand rule. Too light for text.

Fill only

#8cc43c

Logo and the brand rule. Too light for text.

Fill only

#6d9873

Card accents and markers.

Fill only

#647c74

Card accents and markers.

Fill only

#8c84b4

Hover states and soft highlights.

Lines

#dddddd

Dividers, card edges, table rules.

Use	Colour	Why
Body text	#1E2430 near-black, or #646c7c for secondary	The palette has no true text colour, so the site adds one
Buttons and links	#4c3484	The only logo colour dark enough to read at small sizes
The three logo colours together	The 4px rule under the menu, and the logo	Used as a wash across a page they overwhelm the photos

Type

Two typefaces, both free

Plus Jakarta Sans for headings and buttons, Public Sans for body copy. Both are on Google Fonts, so they cost nothing and work everywhere, including in Word and Google Docs.

Heading 1 · Plus Jakarta Sans 700

Build a pharmacy career

Heading 2 · Plus Jakarta Sans 700

The path is written down

Section label · Plus Jakarta Sans 700, uppercase

Careers at Prime

Body · Public Sans 400

Prime is 24 pharmacies across Victoria and Queensland, growing while independents pull back, with a documented path that has taken people from intern to partner.

Small · Public Sans 400

Used for captions, card notes and form hints.

Components

How the pieces are built

Primary button → Text link → Label

Cards sit on white with a single hairline border and a soft shadow. Corners are rounded 10px. Nothing is outlined in heavy black, and nothing carries a hard drop shadow, because that reads playful rather than clinical.

Still missing

What a full set would add

Photography direction, icon style, document and email templates, signage, and how the four store banners sit alongside the group brand.

Worth doing properly at some point, and worth doing before the next person designs something for Prime.