X-Rite, Incorporated and Pantone LLC, have unveiled PantoneLIVE, a cloud-based color service that provides instant access to essential brand color standards. PantoneLIVE is the first service under the Pantone Digital Business Unit, a newly created division of X-Rite that is the byproduct of Pantone’s expertise as the world’s color authority and X-Rite’s color science and technology leadership.
From chocolates and champagne to soda and stilettos, the past year has been wrought with cases of counterfeiting, deception and consumer confusion – all tied to the ubiquitous colors that uniquely identify brands. Cadbury and Veuve Clicquot were involved in high-profile legal battles to own their brand colors, while Christian Louboutin fought to trademark its signature red soles. With color so critically tied to brand identity, inconsistent brand color can lead to a lack of consumer confidence and lost sales.
In a recent survey conducted by the Pantone Color Institute, more than 70 percent of creatives noted that brand color definitions, accuracy and consistency in creating products or packaging are important to their business, while 42 percent indicated that color-related challenges have a negative impact on their company. “Nearly 50 years ago, Pantone brought consistency and a common language to an industry that lacked standardization. Historically an analog process, reliant on centuries’ old color alchemy, printing and production have advanced with technology in the digital age,” said Ron Potesky, senior vice president and general manager of Pantone. “PantoneLIVE digitizes the process, taking it from visual and subjective to consistent and repeatable – significantly reducing production timelines and improving the bottom line.”
“PantoneLIVE represents a transformational change in color management for brand owners across their entire supply chain” explained Tom Vacchiano, president and CEO of X-Rite. “Our own Dr. Sonia Megert, whose vision for the digital supply chain led to the development of PantoneLIVE, will head the new Pantone Digital Business Unit.”
“Globally consistent color standards are essential to brand identity. With supply chains made up of hundreds of different facilities scattered around the world, corporations struggle to control and maintain color consistency,” said Dr. Megert. “PantoneLIVE is a dynamic ecosystem, open to all supply chain participants, which delivers consistent color across the entire packaging workflow – from design concept to retail store shelves.”
Brand color standards are the principal component of PantoneLIVE and are derived from real ink on real substrates using real printing processes. This allows brand owners to predict how corporate spot colors will reproduce on a wide variety of substrates including brown corrugated, clear film and white polypropylene. A brand’s color assets, analogous to a brand’s color DNA, are managed and maintained in a secure cloud-based data repository to ensure accurate color communication – to any supplier, around the world.
“The benefits of using PantoneLIVE are clear,” says Nigel Dickie, director of corporate and government affairs for Heinz (see Beanz Meanz Heinz and Knowing about Color case study). “The digital tools gave us unprecedented control and consistency from different print processes and materials. Across all of our packaging formats we saw a reduction in color variance of 50 percent and saved time by establishing one color target that can be applied to all our Heinz Beanz designs. The results with our Beanz packaging have been so remarkable that we plan to extend PantoneLIVE to additional product lines, including Heinz soups and Spaghetti Hoops.”