Viva Magenta

Happy Friday,

I hope you had a lovely week.

Do you often think about colour? 

Reading about Pantone's new colour of the year, Viva Magenta, made me remember the time spent discussing colours when building and/or rebranding a brand.

For example, on the Marcelle rebrand, Lg2 had resurfaced a beautiful lilac used on early years packaging that felt like if self-care were a colour, it would be that one. How perfect for a brand that embodied the beauty of caring for over 145 years to choose a colour that can convey the benefit and texture of great skincare. 

Colour is often a shortcut to brand expression and an additional connector with its consumers. 

It seems evident that Google has chosen primary colours for its logo as its mission is to organize the world's information and make it universally available. But did you notice that the pattern is broken with a secondary one tapping into the idea that innovation comes from thinking unconventionally about simple problems?

Colour can make a statement, and brands are making sure to use it to reinforce what they stand for. And will go to lengths to ensure it is recreated in all its expressions and executions. Just thinking about the hours (maybe days) spent on press approval trying to recreate Molson Export red on all substrates to reinforce the passion it represents.

Every year, Pantone looks at our collective mood, the changing times and where we might be heading next in selecting it. And for the first time, like many others, they started relying on AI to help them solve that problem.

I look forward to seeing brands leveraging this fierce new colour in their messaging.

See you next week