As Pantone was adding 556 colors, we decided on the name “The Plus Series.” And in a stroke of genius, we represented the term using… a GIANT PLUS SIGN!
For the chip books, we wanted to return to the essence of Pantone, the chip, instead of reverting to superfluous graphics.
For designers, there is an incredible mystique that surrounds Pantone. You almost expect their offices to look like Gattica! In marketing the Plus Series, we wanted to hear from design luminaries on Pantone itself and, in the process, offer a glimpse behind the wizard’s curtain.
For ads, we again referenced the Pantone chip. Here, we worked with photographer stylist duo Scheltens & Abbenes whose precise, highly creative visual world was perfectly on-brand for Pantone.