Pantone Embarks on Rebranding Campaign

The new logo recalls an open "window" or lens onto creativity.

Mairi Beautyman -- Interior Design, 11/9/2006

To embrace its expanded focus, which now includes products and services in addition to design tools, color system provider Pantone has launched a new global corporate identity. Based on its Pantone Chip, the rebranding effort will include new products and ventures, a new logo, and a new brand line.

Products and ventures are ongoing. In September, the firm introduced Pantone Paints, a luxury line collaboration with Fine Paints of Europe which allows costumers to match Pantone Colors in paint. Also new is Huey, an award-winning, consumer level monitor calibration solution.

Instead of the solid color chip, the new logo recalls an open "window" or lens onto creativity, as the company describes it, which is intended to position Pantone as a source of inspiration in the creative process. Along the same lines, the new brand line is "The color of ideas."

"We decided to change our brand identity to convey the company's transformation as we expand our product lines to include innovative products that help a broader creative audience use color,” says Richard Herbert, president of Pantone.

Pantone's new identity was developed in partnership with New York-based G2 Branding and Design.