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In the last 3 days, there were no less than three different taglines on the Pantone website . On the home page, locked up with the logo was, “Where color comes from.” If you went to the “About” section, you would have seen, “The Power of Color” locked up with a different wordmark. On Monday, Pantone launched a new logo designed by G2, the branding arm of Grey Global Group, complete with the new tagline, “The color of ideas.”
3 Recent Pantone taglines
Pantone is clearly and desperately trying to find their voice. From their website, “Each year, innumerable products and services are sold by Pantone and its hundreds of licensees in over 100 countries in the graphic arts, textile, apparel, interior, plastics, architectural and industrial design markets.” I would think Pantone would want to communicate to different audiences in different ways, meaningful ways, but maybe they think “The color of ideas.” does it. I think it is a waste.
I have written before on the Pantone brand and to save myself some time, i’ll quote myself:
“The real problem I have with Pantone is that I just don’t care about them as a brand. I don’t know what they stand for, other than “color”, and all of their marketing speak seems so far-fetched and made up. I also don’t think they care about me as a consumer or designer. I really can’t think of two bigger problems that a brand can have. Therefore, I don’t think that all of these Pantone branded products can be successful unless they are successful despite the brand. It’s like a book brought to you by the Dewey Decimal System. What does it mean?”
The new logo is harmless at best. The window idea is one I’ve seen a hundred times in crits and at least several times out there. Nationwide and Toledo Museum of Art are two that come to mind. For Pantone, it is simply another way not to put a stake in the ground and be everything to everyone. Great work.
Pantone window logo in use
New Pantone Paints featuring the new logo
The Nationwide window logo
Jump to Most Recent Comment
Dave Werner’s comment is:
I like "the color of ideas" tagline, and just wish the mark reflected those creative aspirations instead of something relatively generic. At the same time, it certainly makes you focus on the color in the solid background application (although the abundance of trademarks is pretty distracting).
On Nov.07.2006 at 10:01 PM
Ryan’s comment is:
The tagline doesn't bother me, but probably because I'm very familiar with their products. To an average consumer, it probably doesn't mean very much. But, I don't know many average consumers who would need to use a Pantone product, anyway.
The Nationwide logo is a poor comparison, too. Nationwide uses this "window" logo as a means of highlighting products. In their commercials, they place things like cars inside the "window" and note that they offer car insurance.
Pantone, however, isn't doing this. It isn't a window. It's a simplification of a swatch. Nothing will go inside it. It is what it is.
However, as a logo, it's kind of reminiscent of the Orange logo (the cellular company) as well as hundreds of other type-in-box logos.
Massimo Fiorentino’s comment is:
The anonymity of the logo is what I will call a case of "Corporate Cowardice". The symptom of - as you said - being everything for everybody. Also the tagline seems a bit - un-inventive. A lack of colour in the logo itself speaks against the fact that Pantone work with colour. One could argue that the colour white have every other colour in it, but I think they could have come up with something better - especially when using the window design which is so overused. A lot of companies are afraid (not only in regard of their logo design). What are they afraid of? Their investors & stockholders? ;-)
On Nov.08.2006 at 02:36 AM
Tselentis’s comment is:
HR Block, Nationwide, and now Pantone. What's with the squares? It's still in the similar spirit as Nationwide's logo. Poor comparison? Ryan, I simply don't follow your logic about a poor comparison.
On Nov.08.2006 at 08:55 AM
HDSGNWRKS’s comment is:
The new logo is great... simplicity at its best!! Pantone is color. Let the companies color speak for itself. This logo offers a nice twist, The name is secondary, the various changing colors is the main focus. This allows the companies brand to remain fresh and fun.
On Nov.08.2006 at 10:35 AM
Nick Z’s comment is:
I agree that Pantone needs to pull it together. Although I think pegging the Pantone brand on "color" is the only logical thing for them to do. I just don't think they have pushed it far enough. They aren't just "color" they are the one true Color (if that makes any sense). Who else can make a claim like that? Sherwin Williams? Toyo?
It's time for them to start being more agressive with their marketing and own up to their brand equity. Most corporations would kill to have Pantone's market foundation on which to build their brand.
As for the logo, it's fine (I'm talking about the "color ideas" one. The others are crap). It's not great but it doesn't suck. They just need to start applying it consistently and more effectively. And maybe get a better tagline.
On Nov.08.2006 at 10:49 AM
Steve Woodruff’s comment is:
With the plain white lettering and box, they certainly didn't take their inspiration from Altria Group!
On Nov.08.2006 at 11:06 AM
felix sockwell’s comment is:
I dig it. A simple shell for the color (idea).
Probably the work of my old pal Tom Vasquez who, until last week was a creative director over @ G2 working on this account. From what I understand Pantone is a very conservative family run business based in New Jersey.
Sitting next to the older "asian fan" logo, this is a vast imporvement that will stand the tests of time.
On Nov.08.2006 at 11:14 AM
Iain Hamilton’s comment is:
Brand identities need to reflect and conjure the essential meaning of the subject. Comparisons to "similar" usages in other categories are meaningless.
Here, quite clearly, Pantone is riffing off it's color chip system - symbol of its tangible existence [apart from color itself]. This is certainly appropriate, if a little dry. However, the value of the brand to its users is its standardization of a potentially wayward creative element. The new mark at once defines the company with its color chip tie-in, and allows for its creative use with color itself. The tag line will reinforce that over time.
A great effort.
On Nov.08.2006 at 12:13 PM
David Weinberger’s comment is:
The comparison to the Nationwide window is meant to illustrate the window as a default identity concept. I don't think it is any more relevant to them. The window is whatever you want it to be. I also don't buy the chip reference as it simply isn't THE chip or really even close to it. Saying that a square is a reference to a rectangle, while hard to argue with, doesn't do it for me.
My real issue here is the new tagline which in a revolving door of taglines doesn't add anything new. It is neither more meaningful or specific than the others.
On an executional level, it seems that the logo was designed without the registration symbol and was not redrawn once they realized that it needed to go in. The name should have been moved to the left.
On Nov.08.2006 at 12:28 PM
Paul Riehle’s comment is:
I have the feeling that pantone wants to have a huge push on their new paints with this redesign. Very few people out of the design community would even know what/who pantone is, and with them taking a more "real life" approach to their coloring, people can realize "hey I like that red in that umbrella, can that be on my wall too?" I think it can work great for the advertising aspect of the brand.
I agree with David, the registration mark was an after throught.
On Nov.08.2006 at 01:17 PM
JonSel’s comment is:
Dave, thanks for including your point of view in the initial posting. I think that adds a lot and helps frame the discussion. Much better than just quoting the press release.
I would agree that, for me, Pantone is about the color chip books – invaluable, really – and that I'm not sure what else they really do or how it could impact my business. Maybe it's just a question of language and how they are communicating, not so much to do with the logo? If that's the case, then I need to see more than just "The Color of Ideas" to get it.
And, wow, an SM, TM and a circle R. They must have some serious legal counsel.
On Nov.08.2006 at 01:20 PM
fatknuckle’s comment is:
Just out of curiosity, in regards to the legal application, does the tm on the square include the pantone name or does it refer to the square only?
If it refers to the square only, independent of the pantone mark I wouldn't suspect it would be possible to even claim ownership on, woould it? Given that the empty square is a commonly used design device. I wouldnt think it would pass the differentiation test, therefore rendering it an uneccessary distraction.
If on the other hand it includes the pantone, its shape and composition then wouldnt the registered trademark symbol be redundant?
Kyle Hildebrant’s comment is:
fatnuckle:
The (R) is there because the "word" Pantone is registered.
I like this trademark. I might have executed a taller more rectangle shape, to echo back to the Pantone "chip" shape. Either way, I do like the idea that the color is he focus.
I personally don't think the new tagline is a vast--if any--improvement. I feel that "Where color comes from" was stronger, and seemed to position Pantone as "the" leader in color. "The color of ideas" seems more limiting to me. I think they are both good lines, I just am of the mindset "if it isn't broken, then don't fix it."
On Nov.09.2006 at 12:37 AM
Kyle Hildebrant’s comment is:
David:
Another similar graphical treatment, and possibly the first to market with this "concept" would be Polaroid.
On Nov.09.2006 at 12:40 AM
Joseph Szala’s comment is:
It's easy to go both ways on this side but the mention of the fact that Pantone is a family-operated business in Jersey really makes sense.
The design of the logo is strong, but it is far from ground breaking. It is VERY remniscent of nationwide in design. Although nationwide may use their "window" in a different way, you do not always see that.
I really think they could have done a better job here. It doesn't even look creative or new. It's blase at best. The design is so obtuse and generic it musters one question: "Who cares?" or "So what?"
Caring is what creates a brand. Grade: D-
On Nov.09.2006 at 09:08 AM
HDSGNWRKS’s comment is:
Kyle:
Actually i think TIME magazine did this as a ad campaign....
thanks to Fallon...
Kyle Hildebrant’s comment is:
HDSGNWRKS:
Which also makes me think of National geographic.
Not identical, but certainly of the same vein of "square" picture windows.
M.A. Turner’s comment is:
I am not completely opposed to the "window" approach. i think they could have done a few things to set it apart from the above comparisons. I played around with the brand a little. Not sure if these are any better but the idea of using the swatch, I feel, gets represented a little more in my experiment.
Kyle Hildebrant’s comment is:
M.A.:
I like those ideas in theory, but I would think they conjure too much of a Polaroid comparison.
On Nov.09.2006 at 11:39 PM
M.A. Turner’s comment is:
I tossed those together pretty quick, looking at them again you're right. Total Polaroid. I still like the "idea" of having some depth of field with that rotated swatch, if only executed better.
On Nov.10.2006 at 01:14 AM
mike g’s comment is:
Emblematic of the political landscape in the us for the past 6 to 7 years.
On Nov.11.2006 at 05:47 PM
C. D. Sutton’s comment is:
Has a real National Geographic as well. The importance is what is in the window. Their site has a feel of a stock imagery site.
On Nov.12.2006 at 08:14 PM
mc’s comment is:
Pantone has other divisions of their business that graphic designers might not be aware of. For example, they make textile swatch books that have no visual relation to the chip shape (however iconic it may be to some people). They also produce a range of consumer products.
Pantone as a company is more than the chip books known by most graphic designers. They developed an identity that can work across all 3 very diverse divisions. HDSGNWRKS + Lain Hamilton got the concept right.
Also, I have to set the record straight: Tom Vasquez's short tenure at G2 hadn't even begun when this was developed. The design team included Lou Antonucci who is currently at Spring Design Partners in NYC.
On Nov.14.2006 at 05:01 PM
Ben Weeks’s comment is:
"Nationwide" should be replaced with "Pantone" if they are sponsoring that place.. It's an improvement.. reminds me of that time campaign but oh well.. it's an improvement.
On Nov.15.2006 at 12:10 AM
Joel Skotak’s comment is:
"The color of ideas" doesn't make any sense. Think about it. An idea has nothing to do with a color (ok unless you have an idea for a color). And, a color has nothing to do with ideas. How they got to that slogan, only pantone knows. I never get ideas from looking at pantone swatches, but maybe other people do. For me, Pantone gives a true representation of a color. I hear they do other things besides color, but they chose to state the fact they are a "color" company by choosing that slogan. They should use "colors that speak" as their slogan, and match it with a logo that speaks something other than an overdone, underthought-out square.
On Nov.21.2006 at 11:37 PM
Mark’s comment is:
The 'window' ad campaign really works for me however the slogan seems too limiting they're not simply like a paint company they're resposible for the color schemes of countless number of corporations and companies.
Well it's not exactly easy to find the 'right' slogan for a company sucah as this.
On Dec.19.2006 at 03:07 PM
Mark’s comment is:
excuse me, "sucah" was supposed to be "such"
On Dec.19.2006 at 03:12 PM
Bruno’s comment is:
Really... reminds me NatGeo Channel.
On Jan.12.2007 at 02:41 AM
Morgan Smail’s comment is:
well done G2. Tagline is great (makes sense to me) and the logo is perfect.
one of the most admirable qualities a designer can exhibit is restraint. G2 seemed to do a great job of letting the Pantone brand shine through
On Jul.08.2008 at 06:44 AM
pu’s comment is:
why square??? pantone swatches aren't square, they're rectangles. was it an oversight or were they just stupid
On Feb.13.2009 at 01:31 AM
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