Having regularly worked with Prime over the years, I can completely understand why they’ve given their logo a bit of a refresh.
Previously, the logo was different depending on where it was being placed. If it was at the top of the page, then the logo would hang down with Prime sitting at the bottom of the logo like this:
If the logo was at the bottom of the page then “Prime” would be a the top like this:
You can imagine how confusing that could get and when branding is so important, it looks like those hassles have been cast aside for something more consistent.
Here is how it looks now: