Design/Creative Brief:
Name: Sarita Schaffer
Date: 6 /1 /1 4
Project: Pantone Fashion Color Report & Fall Clothing Line
Background:
In 1963, Lawrence Herbert, Pantone’s founder, created an innovative system for identifying, matching
and communicating colors to solve the problems associated with producing accurate color matches in
the graphic arts community. His insight that the spectrum is seen and interpreted differently by each
individual led to the innovation of the PANTONE® MATCHING SYSTEM®, a book of standardized
color in fan format.
Pantone has since expanded its color matching system concept to other color-critical industries,
including digital technology, fashion, home, plastics, architecture and contract interiors, and paint.
Pantone continues to develop color communication and inspirational tools, and aggressively adopts new
digital technology to address the color needs of the creative community everywhere.
Within its spectrum of business, Pantone yearly surveys the designers of New York Fashion Week and
beyond to report the season’s most important color trends in its official color trends report. Pantone
has been doing this for the last 20 years.
This year Pantone is creating and promoting it’s own fall fashion line inspired by it’s own fall color trends
report.
The Audience:
Who is the Primary Audience?
The Fall Color & Fashion Report is aimed at fashionistas and apparel retailers.
What do they believe before we tell them anything?
The audience is familiar with the PANTONE brand but associates it exclusively
with color matching. They believe that Pantone represents accuracy, industry
standards. They do not however associate Pantone with fashion, style or trendsetting.
Is there a secondary audience or potential growth audience?
Apparel consumers represent a potential growth audience; however their
interest is less important than the people who design and sell the clothing they
buy.
What do you want the audience to do eg make a donation, contact you, and learn about you?
The goal of the brochure is to drive fashionistas and apparel retailers to the fall color trends
website where they can view the complete fashion report and to new Pantone boutiques that sell
the clothing line.
The competition:
Who are the competitors?
• Current fashion designers
• Munsell Color / A color notation system using for matching colors in
diverse industries, including agriculture, government, archeology,
education, business, interior design, environmental studies, and more.
• Data Color / Color testing technology. Hardware used to analyze and
match colors.
• WGSN / Fashion Trend forcaster
What sets your company apart from them?
Pantone is the industry leader in color matching and is used by far more creative
professionals than Munsell color. It’s product/service is distinct from Data Color
in that it is a pre-production color matching system, whereas Data Color
specializes in post-manufacturing color matching for quality assurance. Pantone
possesses specific expertise in color that far surpasses WGSN, which is more of
a trend predictor.
Are there any key attributes of your product/service that is unique from your competitors?
• Legacy, experience and aggregated data on color use over time.
• Access to, and widespread brand recognition of creative professionals
Positioning:
How does your company fit into the marketplace? e.g. utilitarian or high brow
Pantone would like to be seen as authoritative, artistic, having traditional roots yet modern and
accessible for today’s fashion culture.
Do you want to reposition your company image within the marketplace?
Yes. Pantone wants to move into the Fashion World with all of our accumulated
knowledge/expertise with color.
The Message:
If you could get one sentence through all the clutter, what would that be?
For 50 years, Pantone, who has been inspiring design professionals with products, services and
leading technology for the colorful exploration and expression of creativity, will now inspire
your personal wardrobe.
What other major points would you like to communicate? Is there a project message/theme?
Timeless color. The underlying message is about mastery of color throughout time – past,
present and future. It underscores Pantone’s long history as an industry leader as well as its
future positioning as a trend forecaster and trendsetter.
The Medium:
What is the best way to reach this audience?
The best way to reach this audience is with an intriguing print brochure that
people can handle and ponder.
Are there other pieces that this piece must work with?
The brochure should tie together stylistically with the Fall Fashion Trend
website.
Are there any graphic standards and guidelines we must follow?
Are there any graphic standards and guidelines we must follow? Yes, you must use the logo.
The Deadline:
When must we deliver the finished work?
June 12, 2014
Budget:
What is the budget for this project?
n/a
PANTONE FALL COLOR REPORT & CLOTHING LINE
STYLE APPROACH
COLOR PALETTE
Solid, triangular blocks of color interspersed with rich, textured images with filters that make them look aged. Transparent
textures that suggest timelessness (wind, ripples) and different
places or eras.
http://www.alibony.com/pse/031508postcard.html
Gradient color: 2 22 66 0
CONCEPT
The over-arching concept is timeless color- the idea that color,
when precisely communicated, transports us to distinct times
and places. PANTONE’s pioneering technology, borne of decades
of meticulous international, cross-industrial work and data accumulation is the vehicle through which designers transcend time &
space. The color report will read like a time travel photo journal,
featuring modern fashion designs inspired by (and possibly photographed in the backdrop of?) different eras and places - all in
the Fall 2014 colors. Color is the common language that creatives
have communicated with throughout the span of time.
PHOTO STYLE
TYPEFACES
Headline
TEX GYRE ADVENTOR BOLD
Subhead P
TEX GYRE ADVENTOR REGULAR
Merriweather is a beautiful serif font that has an ageless feel to it.
One can imagine it in a newspaper, magazine or book.
1 worldly/international
2 pioneeering
3 aIry & luminous
4 “modern vintage”
5 timeless
GRAPHIC ELEMENTS, TEXTURES
& PATTERNS
FOLDING DUMMY
ir
B
ROYAL BLUE
ri
R
r
,o ,
ss m t
u
re
in ha .
yp
C um e t ral
l ad
d
t
an d A sh neu
a
an el ex
ri
ng ist ste pl
s
m
Sa M
h ve les co
it
w au ain s a
t
M st s a
al
h
e
c
ob it sti rv
C
w
se
t
e ur i
gh Blu ut
f
a
al
oy
Pair Royal Blue with
Aluminum, a futuristic
stainless steel shade that
serves as a complex
neutral. Navy blends
beautifully with other colors
in the collection and is a rich
option for day or evening.
rich
fu
t
ID
RO
YA
L
Mauve Mist,
a romantic
and elegant
purple shade,
reminds us of the deco
H
era and stimulates a sense
of fimininity and
empowerment, while
Radiant Orchid, a captivating
and adaptable shade, enchants the
complete spectrum.
O
RC
enchanting
Design and color
were inspired by
everything from books,
artisan crafts, photography
and retro architecture,
FUSION
RE
RA
O
exotic
UR
Colors are distorted and mediated by
cutting, breaking and interfering with
the surface of the textiles, creating grids,
panels and other geometrical shapes. 3D, airstuffed and mesh techniques are put into play to emulate
architectural structures. Excessively even and smooth surfaces
mask the tactility of the textile.
Sangria, an exotic red
that evokes a sense of
glamorous adventures
and faraway destinations
is enhanced by Aurora Red, a
more sophisticated shade that adds
verve and spark.
A
MISTED YELLOW
Whether it was a
particular decade
o
r a trip to a special place,
designers are fascinated
with the beauty of the past
and the spirit of the present —
recreating it with color, fabric
and style this fall season.
D
RA
D
IA
N
T
BRIGHT COBALT
classy
BL
UE
ur
ist
ic
complexity
Pa
Bright Cobalt
offers a subtle
twist on the
traditional cobalt
blue, which unifies
this season’s blues.
Likewise, Royal Blue, which
is both evocative and dignified,
provides more complexity and
excitement than the average navy,
while still remaining versatile.
Similar to Sangria,
Cognac’s name alone
leades to glamorous
illusions. This classy and
cultured brown takes a
typical autumnal color to
a sumptuous realm.
SANGRIA
The fabrics are generally
light-weight, crisp and cool
to the hand, and highperformance materials
are imperative.
COGNAC
COGNAC
SANGRIA
Cognac will be popular with more
vibrant shades in the palette,
including Bright Cobalt.
so
ph
ist
ic
at
ed
Exotic Sangria invigorates the men’s
palette while Aurora Red adds az
sophisticated spark to any
winter wardrobe.
CYPRESS
BRIGHT COBALT
D
ROYAL BLUE
Pantone No.
Color name
CMYK Value
18-3224
Radiant Ochid
32.65.0.0
19-3955
Royal Blue
86.70.0.0
16-1107
Aluminum
38.26.49.12
18-1550
Aurora Red
13.100.88.2
14-0837
Misted Yellow
9.17.70.0
19-2047
Sangria
30.100.39.14
15-3207
Mauve Mist
20.32.7.0
18-1421
Cognac
44.57.51.17
19-4037
Bright Cobalt
90.47.8.3
18-0322
Cypress
66.44.70.30
16-3304
Sea Fog
37.35.22.0
RA
D
IA
N
T
O
RC
HI
AURORA RED
PANTONE FALL COLORS
versatile
MISTED YELLOW
Misted Yellow adds a touch of optimism to cold weather ensembles,
alluding to the promise of spring to come. It will be prevalent in
prints— a surprisingly popular trend this fall season.
ic
ist
tim
op
Similar to the women’s palette, this
season’s men’s collections have also
been inspired by a need to explore —
back in time
TRAVELING BACK traveling
or into the unknown —
resulting in a more adventurous use of color,
especially through complex combinations.
Royal Blue, which is both
evocative and dignified,
provides more complexity
and excitement than the average navy,
while still remaining versatile.
E
N at
LI ne
m :
LL nli
FA o
co ores
.
E nd
r
N u
st
o
TO fo
ol ing tique
N be
e
c
w
A
u
s lo
P y
qu
a
es e fol Y Bo , NY outi
l
m
e th E N ork o B
e
tim d at TON ew Y icag o, IL tiqu
ue
u
A
h g
an AN N
tiq bia
C ica
Bo , C
P
u
E
LA les
N Ch
Bo lum
E e
TO
ity Co
N ng
N
nC ish
TO A
PA
N os
Va rit
PA L
E r, B
N e
TO uv
N co
PA an
V
Cognac,
a tasteful brown,
creates a confident
and high-profile
look.
Radiant
Orchid, a
fascinating
purple, and
Cypress, a
sylvan green, will
be quintessential
statement colors
this season — bold and
charismatic shades prevalent
in everything from sportswear
to shoes. These hues will
undoubtedly play an integral
role in men’s fashion
this fall.
fashion
COLOR
REPORT
fall 2014