Pantone Rebranding
This one is a little older but still worth a mention. Pantone launched a new logo designed by G2, the branding arm of Grey Global Group, complete with the new tagline, “The color of ideas.” I don’t really know what ti think about this one. Its not better, yet not worse, what do you guys think?
Found at: BrandNew.
Posted in Branding 
Add to del.ici.us 
Digg It
Blogs that link to this post 
Permanent Link
November 22nd, 2006 at 1:17 pm
I actually don’t like them both, they are truly boring. “The color of ideas” is a good tagline but a bit corny…
November 22nd, 2006 at 1:20 pm
I don’t like it. The new one looks EXTREMELY boring.
And people get paid for designs like this??
November 22nd, 2006 at 1:22 pm
Not a exactly an original design. I wonder how many brands I’ve seen that put their name at the bottom of a box.
November 22nd, 2006 at 1:55 pm
I think the new one is better, even if it’s really, really simple…
November 22nd, 2006 at 2:05 pm
I dig the minimalist look, but it has too many TradeMark symbols for my liking.
November 22nd, 2006 at 2:12 pm
definitely too many marks on there… i mean, really… i’m amazed there isn’t a registration mark outside the blue box…
also, while it definitely looks nicer than the old logo, i feel like the old logo actually makes a reference to what they do, whereas this new one is just kind of “nice modern brand” looking.
November 22nd, 2006 at 2:23 pm
I agree with Rik. Love the minimalism - don’t dig the copyright marks n stuff.
Does the blue color change to another color if they so feel? Seems odd to isolate the color blue when the idea behind them is that they do all colors. Pantone IS colors. Not Pantone IS blue.
Why not make the box look like one of the tear offs. Think a singular image of the fan of tear offs in the old logo. [does that make sense?] Add a whit box at the bottom of the blue box with “the color of ideas” in it - and BAM it’s no longer another company with their name in a box. AND it’s relevant to their brand.
And I’d make the top of the logo look like it was torn from a punch out - but that’s just me. Could you pull it off stylistically - I dunno.
But there is something very valid in Jorgies’ comment. I think it’s better - but they could have taken it further to make it really great.
November 22nd, 2006 at 2:42 pm
It isn’t anything new or beautiful. A little bit more modern, but not necessarily better than the older. Above all too many TM symbols.
But what I found odd is being so colorless.
November 22nd, 2006 at 3:15 pm
Deanna,
The idea is the box is a “window.” It can hold solid color or a photo or whatever. The concept isn’t new, but it suits Pantone. I think it could have been executed differently, but this is what’s left after the concept filtered through all the commitees that were doubtlessly involved.
It’s just a shame about all the marks all over the place. Overzealous lawers, I guess.
November 22nd, 2006 at 8:03 pm
I guess is one of those (many) logos where the “concept” comes after the execution. Put the name at the bottom of a box and try to figure something out of it… “Look! It’s a window and the color, photo, whatever is matched by Pantone!”
In the end… it works well. And the new logo can be easily used in all Pantone products.
November 22nd, 2006 at 9:13 pm
I dig it. It plays off the iconic Pantone chip. The new logo is what I see in my mind when I think about Pantone.
November 23rd, 2006 at 1:05 am
YUCK!
November 23rd, 2006 at 1:27 am
The old one has a classic artistic flair, and looks like they wanted to go modern, and what more modern than “just a box” , quite minimalist as some said. I reckon it works but it lacks the punch, its been done so yeh…
November 23rd, 2006 at 1:54 am
I like the new one from a branding point of view. It really is fantastic. I may be wrong but I envisage they will use that logo over the top of a lot of other different colours, if not gradients, if not photos etc.
I mean the company is all about getting the perfect colour out of every colour under the rainbow. So they dont need a coloured logo. They need a logo that can show off the colour.
Even though it is simple, it is really unfaulted (apart from all of those useless trademark symbols) and I think it truly matches their vision (well at least thats how the ad agency would have sold it).
November 23rd, 2006 at 3:47 am
I think both the old logo and tag line are stronger than the new ones. The concept of laying the logo on top of work keeps it fresh for the creative team, but I think it dilutes the strength of the mark to those people outside of the industry.
Look at the two logos side by side, and it is pretty plain to see that the old one drives the mark into your memory much quicker.
As for the tag, ‘The Color of Ideas’ is very modern in that it fails to actually communicate anything. The main weakness of ‘Where Color Comes From’ is the improper grammar, but the message is at least thought-provoking.
I wish I could have been there to observe the strategy and presentation meetings! The creatives were probably pulling their hair out.
November 23rd, 2006 at 4:13 am
weak. i love your site though!!!.. this is a fantastic resource and i’ll be a frequent visitor. i love marketing… best
November 23rd, 2006 at 8:36 am
[…] VIA Advertising/Design Goodness […]
November 23rd, 2006 at 10:09 pm
I find it kind of boring and cheesy at the same time. I like the old one better.
November 24th, 2006 at 3:37 pm
The new one looks older than the old one… and it still is reeeeeally boring.
November 26th, 2006 at 11:48 pm
I agree with Blaise, right away I thought of the Pantone chips…it made sense. It says Pantone to me.
November 27th, 2006 at 7:07 am
Before you make any further comments, you should check out Pantone’s website. The logo is basically a white out of whatever colour or image. In my opinion, it is quite a nice device. It may appear boring at first look but the idea is that the actual logo is secondary to the colour on which it is placed. And the tagline makes sense to me… how often have I gone to the pantone swatch when looking for colour ideas? Anyway, its not a groundbreaking logo but it is an improvement! My opinion anyhoo!
November 27th, 2006 at 1:42 pm
Looks to much like Nationwide Insurance’s logo. I think they could be a little more original.
November 27th, 2006 at 3:22 pm
Okay - I buy it with the idea that it gets laid over something. Then it fits with the brand, make sense, and is even a bit clever. Thanks for filling me in on the execution - I was really having a hard time accepting the fact that Pantone went “yup. Blue. All we want is blue. We’re kind of a ‘blue’ company - doncha’ think?”
November 29th, 2006 at 2:42 pm
I Like the new one better, is a good, simple upgrade.
November 29th, 2006 at 3:29 pm
I´ve liked it.
But remind me a lot the National Geographic logo and it´s usability.
December 7th, 2006 at 2:03 pm
The color selection and design looks very 1960s to me.