Inside Pantone’s colorful transition to a consumer brand

Pantone’s choice for Color of the Year, the shade that the color institute and consulting agency picks as the one that will define design and style trends, as well as fit the national climate for the upcoming 12 months, has become the peak annual event for a company whose work is mostly done behind the scenes.

On Thursday, Pantone named “Greenery” (or Pantone 15-0343), the 2017 Color of the Year. The yellow-green hue is associated with spring, rejuvenation, Kermit the Frog and $11 kale juice. The reasoning? Even Pantone is feeling the fallout of the 2016 election cycle.