PANTONE: Identity Formation Through Colours

摘要

This Major Research Paper examines Pantone, the producer of a commercially owned colour standard widely accepted by public and industry. By analyzing the company's history, context, products and marketing strategies, this research explores the manners in which a tool for the occupation of design became a commodity and a signifier of social identity. The 'circuit of culture' by Paul DuGay is utilized to structure the paper's research methodology, approaching the cultural processes of representation, identity, production, consumption and regulation that inscribe meaning into cultural artifacts. The paper investigates how Pantone's brand extension Pantone Universe has aided in the identity formation of its public through the translation of a design working tool into consumer goods, blurring the lines between economic and social identity. In addition, this research analyzes how Pantone has inverted the brand advertising process, relying on its public to promote its products and how current media facilitates these occurences.