Base Design Fashions Pantone Color on Color Campaign


Pantone’s latest campaign “Color on Color” announces 210 additions to their fashion, home furnishings and interior design color palette. The creative marks the first iteration of a two-part campaign, positioning Pantone as the world’s leader on color and color trends for the international design and fashion communities. 



Pantone partnered with Base Design — known for global brand identity work for cultural institutions like MoMA and La Foundation Louis Vuitton — on the look, concept and design of the campaign. Led by Creative Director Min Lew, Base created iconic images that speak both the language of Pantone and fashion. By moving the Pantone brand into the Fashion context, explains Lew, the campaign engages the creative segment of the audience while retaining the essence of the brand: colors!


Through the headline, “On Color,” which echoes the fashion industry’s “on trend” expression, Base used  dramatic sculptural gestures and aesthetics, generous white space, sharp lines and constructions to create refined imagery that goes beyond the iconic Pantone chip. The mirrors exhibit an infinite world of choices and display Pantone’s rich color vocabulary, and the art direction is sculpturally minimal giving the images a degree of abstraction. The colors in each image are carefully coordinated to reflect Pantone’s latest trends. The photographer is Sacha Maric.



As for the 201 new colors, Pantone says it leveraged trend-spotting intelligence along with consumer and client color research from the Pantone Color Institute® to develop an enhanced shade selection. The addition of the new shades brings the total selection to 2,310.  “The colors that are influencing design today have evolved to reflect shifting societal views, new technological innovations and a truly global outlook,” said Leatrice Eiseman, executive director of the Pantone Color Institute®. Adds Mitchell Cole, Global Director of Marketing, PANTONE FASHION, HOME + INTERIORS, “With the advent of fast fashion, and continued pressure on shortening product  manufacturing cycles, Pantone’s off- the-shelf color system with immediate, global availability is more relevant and economical than ever before.”