SILK Takes Pantone Global, and Reinforces the Strong Company Brand with a Custom Design
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. Today, the PANTONE Name is known worldwide as the standard language for accurate color communication, from designer to manufacturer to retailer to customer, across a variety of industries. 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.
Key Highlights Include
• Global deployment
• Custom design
• Custom development
The primary challenge associated with the Pantone project was deploying the site in multiple languages including: Japanese, German, Chinese, French, Italian, Spanish and more! Branching out to numerous countries across the globe was just one of many marketing strategies Pantone had in store for their new website but the global deployment strategy was perhaps the most critical.
In addition to global deployment, Pantone wanted to revamp the design of their website to reinforce the company’s strong corporate identity and to utilize the site to deliver more targeted branded messages.
To achieve the client’s global deployment requirements, SILK utilized Magento’s translation functionality. This functionality is in if fact an out of box function, however to achieve Pantone’s specific requirements the SILK team also applied some custom development.
Working with Pantone directly, our in-house designer set out the revamp the look of the outdated site. One of the primary concerns for Pantone from a design perspective was to utilize the website to reinforce the company’s brand as the leading color authority. One of the approaches our designer took to enhance the look and feel of the site was to incorporate more visual elements. Elements such a prominent banner slider, call to action static blocks and an array of products on the homepage all provide the new site with a more visually engaging experience.
After the wireframe mockups were designed came the task of filling these on page elements with content. For the banner slider located just below the navigation menu several custom banner’s were designed incorporating the Pantone name and distinct marketing copy to convey distinct branded messages.
In addition to the custom banners, several examples of Pantone’s color family are harmoniously displayed on various elements on the site and have been instrumental in solidifying Pantone’s breadth of color options further solidifying Pantone as the leading color authority.
The new site has allowed Pantone to expand into numerous international markets, driving awareness of the Pantone name on a global scale and further solidifying Pantone as the leading color swatch authority.
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