Pantone Unveils New Logo

Pantone yesterday has unveiled a new brand identity today.

Pantone yesterday unveiled a new brand identity yesterday.

The new corporate identity is described by Pantone as a contemporary interpretation of the Pantone 'chip', recognised as a symbol for colour consistency.

The new logo represents a departure from the image of a solid colour chip and, according to Pantone, it evokes an open 'window' or lens on to creativity, signifying Pantone's role as a source of inspiration in the creative process.

The new brand line, 'the colour of ideas', is said to reflect Pantone's promise as an idea stimulator and its mission to enable the colourful exploration and expression of creativity.

Richard Herbert, president of Pantone, said: "The Pantone brand image is recognised worldwide for accuracy and reliability and our logo has served us well as a symbol of our commitment to the design industries.

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 colour." The company explained that the first proof point of its progression is the launch of Huey, a consumer level monitor calibration product.

Huey is claimed to be an affordable monitor calibration tool designed for digital photographic enthusiasts, gamers and any computer user wanting colour.

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

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