Grey’s G2 Refreshes Pantone Palettes

NEW YORK Pantone, which has produced the benchmark color palettes for the creative professional community for more than 40 years, said it is expanding into a new line of business: a line of upscale paints for indoor and outdoor use.

The paints will be the first new Pantone product to carry the Carlstadt, N.J.-based company’s redesigned corporate identity conceived by Grey Global Group’s G2 Branding and Design.

The logo will also be accompanied by a new tagline, “The color of ideas,” and a relaunched Web site for Pantone, which goes live on Nov. 6. The corporate tag currently on the site is “Where color comes from.” G2 in New York has worked with Pantone since September 2005.

“The integrated communication campaign that [G2] created for Pantone has provided us with the ideal platform to launch consumer products on an international scale to all our desired target markets,” said Pantone president, COO Richard Herbert.

G2’s efforts will target both the business-to-business and business-to-consumer communities.

Drew Coburn, a senior partner at the shop, said Pantone has been “a source of ideas and inspiration, helping designers and consumers use color in their professional and personal lives.”

G2 has also worked with clients such as Absolut, Coca-Cola and GlaxoSmithKline.