Primary Color, a marketing and print provider based in Cypress, CA, USA, is home to a new Landa S10 Nanographic Printing Press from Landa Digital Printing, the two companies announced.

Primary Color president Dan Hirt says that the decision to purchase the S10 came shortly after a team from Primary reviewed Landa press samples at Printing United, in October 2022. “We were more impressed than we ever expected to be by any vendor, especially when we looked at the other presses in the category and realized that Landa had jumped a generation ahead of the others.” 

Sharon Cohen, chief business officer at Landa Digital Printing, says, “Primary Color has decades of success in design, engineering and printing that have made it the printer of choice for hundreds of North America’s most powerful entertainment, automotive, and retail brands. From now on, the Landa S10 will produce these jobs with the consistency, accuracy, and quality these brands demand, but with tremendously reduced human intervention and material waste. Landa is proud to have a role in producing such high-profile work and looks forward to helping the company achieve many more successes as our partnership continues.”

In terms of the work Hirt and his team have in mind for the S10, it’s expected that the press will grow Primary’s short-to-medium run POP business, which is currently run on offset or the company’s existing, traditional digital presses. “The S10’s wider caliper will accommodate thicker substrates, which are tough on those machines,” Hirt says. “We’ll have a better shot at success with the Landa.”

Hirt also talks about options made possible by the S10’s 41” format, which he says gives Primary a great deal more flexibility. “Initially, we just wanted to replace the current digital presses we have, and then we realized that the S10 could also take work off the 41” offset press and some small format presses. We can share sheets, hold less inventory, and generally swap-out jobs as needed,” he says.

Most exciting, Hirt adds, is the S10’s color capabilities: “There is nothing Primary won’t be able to do on a press with such a wide gamut that it will print 96% of the Pantone range. The color alone is a game-changer.“