Brand MarketingPantone’s 2018 Color of the Year Is Ultra Violet, Meant to Evoke Artistic Expression and the CosmosMoving on from last year's cheerful shadeBy Kristina Monllos|December 7, 2017ShareBy Kristina Monllos|December 7, 2017ShareLast year Pantone picked a bright green shade (Greenery) for its Color of the Year in an effort to bring some comfort in anticipation of 2017’s tempestuous year. Now looking ahead to 2018, Pantone has tapped a more contemplative and altogether existential color: Ultra Violet.“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level,” said Leatrice Eiseman, executive director of the Pantone Color Institute, in a statement. “From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.”Citing musical icons Prince, David Bowie and Jimi Hendrix, Pantone noted that a deep purple like Ultra Violet has “long been symbolic of counterculture, unconventionality, and artistic brilliance.”The shade also makes you think of “the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now” as well as “the vast and limitless night sky,” according to Pantone’s release.See a video of the color below: Adweek Adweek