Pantone Colour of the Year
2020's Pantone Colour of the year is CLASSIC BLUE.
"Instilling calm, confidence and connection, this enduring blue hue highlights our desire for a dependable and stable foundation on which to build as we cross the threshold into a new era."
- Pantone Colour Institute
Every year since the turn of the millennium, the Pantone Colour Institute analyses colour trends throughout the twelve months to decide on the next Pantone Colour of the Year. For many this signifies the starting point for the years trends with many creative agencies, like us, being influenced by their choice.
2020 has been a difficult year for everyone and for many the choice of such a simple and classic colour does not truly reflect the era we find ourselves living in. It has not been a calm and refreshing new start that everyone has been hoping for! Throughout the year we all will have unknowingly experienced this colour and whilst for some the ideals from Pantone may not have been felt it has certainly been successful in branding and marketing for many well known labels.
Interestingly, we found that WGSN chose a different colour for the year 2020, their choice was Neo Mint. A pastel and summery shade which is quite modern, not reflecting the classic colour choice from the Pantone Colour Institute. They found that the popularity of the soft pastels which was started by the Millennial Pink trend would be continued into 2020 and further developed into the Neo-Mint, which represents an optimistic and forward thinking mood for the new era.
Classic Blue is one of the most popular colours in branding and marketing as it is a clean, sophisticated and a timeless colour. Blue is seen as a sign of stability and reliability whilst conveying calmness and security which is the perfect mix to represent timeless brands.
Chopard and Chaumet are two of the most well known and luxurious jewellery brands currently utilising the Classic Blue across all of their communications. Their branding represents the feeling of timeless elegance and security their customers feel when purchasing such luxurious jewellery. Even if their core identity does not include the Classic Blue, other brands have found a way to incorporate this colour into their marketing. Thomas Sabo has utilised their Pinterest platform by creating a board showing how to style their products whilst wearing the Classic Blue. Every brand can utilise the Pantone Colour of the year someway in their marketing!
During 2020, here at RED we have utilised the Classic Blue when branding L'azurde Fashion, a sub-brand for the Middle Eastern jewellery brand L'azurde. L'azurde Fashion was proposed as a younger, bolder and more contemporary brand which the Classic Blue represents whilst complimenting their gold products. The use of Classic Blue allows the brand to align itself with the traditional feel of the L'azurde family, whilst also standing apart with bold styling and powerful messaging. This ensures that everyday it makes a statement against what L'azurde's audience are used to seeing.
Here at RED we are ever eager to see what Pantone may choose for 2021, an electrifying Aqua is where we believe it will be heading, but what are your predictions for 2021's Pantone Colour of the Year?