US – Pantone has created the first-ever character-branded colour inspired by the Minions from the Despicable Me global animation film franchise.
The official new Pantone colour, Minion Yellow, was created in association with Illumination Entertainment – which owns the film franchise - and Universal Partnerships & Licensing.
Pantone, a subsidiary of X-Rite, says it will add Minion Yellow to its Fashion, Home, and Interiors colour palette with the next colour addition in July - its first addition since 2012.
The partnership was born when Pharrell Williams, who helped create the music for the Despicable Me franchise, came up with the idea while the Pantone Color Institute - the research arm of the company that charts global color trends and studies how color influences human thought processes, emotions and physical reactions - noted the desire of the consumer to add more energizing color into their lives.
Looking to add to its Pantone Fashion, Home + Interiors color palette, Pantone worked closely with the animation team at Illumination to review the existing color range and to identify the most pure representation of the Minions’ iconic yellow color.
The resulting Pantone Minion Yellow is a custom color which the company says is designed to represent the sweet and subversive characters. An extroverted hue, it projects playfulness and warmth and is suggestive of intellectual curiosity and enlightenment.
“Color is contextual and right now there is a desire for colors that are more vibrant and uplifting. This is especially the case with the yellows, so given the worldwide popularity of the Minions, it seemed only natural to name a color after a character for the first time in our history,” said Laurie Pressman, Vice President, Pantone Color Institute.
“When developing the color, we worked directly with the animation team at Illumination, and we thoughtfully considered the characters’ aura to ensure Pantone Minion Yellow is the exact right hue.”
Leatrice Eiseman, Executive Director, Pantone Color Institute, added, “Pantone Minion Yellow is a color that heightens awareness and creates clarity, lighting the way to the intelligence, originality and the resourcefulness of an open mind – this is the color of hope, joy and optimism.”
Jamie Stevens, Executive Vice President, Global Retail Development, Universal Partnerships & Licensing, said, “Pantone has long established its reputation as the global color authority. We are thrilled that their color experts saw market demand for yellow and looked to the Minions, as global pop culture icons, to add into its yellow spectrum.”