HOT TAMALE CHILI POWDER SUN DRIED TOMATO FIRE CRACKER CARDINAL MOULIN ROUGE GARNE CRANBERRY BEET SWEET PEA FLAMINGO ZINNIA COTTON CANDY POWDER PUFF BUBBLE GUM PRIN CESS MAGENTA PREPPY PINK BALLET SLIPPERS PINK CADILLAC SEA SHELL PINK SUNSET STRIP W ATERMELON CANTALOUPE PAPAYA CREOLE CANY PEACHES & CREAM APRICOT MANGO GOLDFISH C LEMENTINE BLONDIE BUTTERED POPCORN DANDE LION EGG YOLK LEMON CHIFFON CANARY SUNSHI NE MUSTARD RAIN COAT ZEST PEAR CITRON VERB ENA OLIVE DILL GECKO WASABI LIME TWIST SCRE AMING GREEN PARAKEET GREEN BEAN PISTACHIO CELERY LEPRECHAUN PUTTING GREEN GRASSHO PPER CLOVER PINE NEEDLE PARTY MINT SEA MIST JADITE SPROUT HOLIDAY GREEN RAIN FOREST EM ERALD SPA POOL MERMAID ROBIN’S EGG SCUBA CARIBBEAN BEACH GLASS PEACOCK SURF’S UP B LUE WATER CYAN CLEAR SKIES NANTUCKET ICE R INK BLUEBIRD BLUE CHIP LAKE REGATTA OXFORD PERIWINKLE LAPIS NAVY GALAXY WISERIA LANE P URPLE RAIN POPSICLE AMETHYST GRAPE FIZZ PE TAL PHLOX HYACINTH ORCHID SUGAR PLUM LILAC BERRY PUNCH SAND DOLLAR CUSTARD SUEDE CA FE AU LAIT WHEAT GINGER SNAP MOCCASIN MILK CHOCOLATE TRUFFLE CINNAMON BARK COFFEE B EAN SEMI SWEET TERRAIN DOLPHIN GRAVE SHAD OW ROBOT MERCURY GLASS CHALKBOARD ONYX HOT TAMALE CHILI POWDER SUN DRIED TOMATO FIRE CRACKER CARDINAL MOULIN ROUGE GARNE CRANBERRY BEET SWEET PEA FLAMINGO ZINNIA COTTON CANDY POWDER PUFF BUBBLE GUM PRIN CESS MAGENTA PREPPY PINK BALLET SLIPPERS PINK CADILLAC SEA SHELL PINK SUNSET STRIP W ATERMELON CANTALOUPE PAPAYA CREOLE CANY
2012
THE COLOR SOURCE GROUP’S
COLOR MIXER
M I S S I O N S TAT E M E N T
The Color Source Group's main responsibilities lie in the development of the corporate color palette, an established color standard that allows for the consistent application of color to create a cohesive retail statement. The Color Source Group is also the color trend tracking organization for American Greetings. Through the use of hot sheets, displays, and presentations, CSG works to share this information throughout the Creative Division and beyond with a wish to creatively inspire, as well as to inform.
COLOR SOURCE GROUP A DV I S O R Susan Sliede
Leadership Differentiation
CO-LEADERS Erin McLeod
Creative Vision
Courtney Talbot
Graphics Studio
MEMBERS Cynthia Bach
Core Card Planning
Claire Brothers
Surface Design Studio
Connie Catalano
Core Card Planning
Cheryl Cochran
Music & Tech
Lynette Hudnall
Surface Design Studio
Ali Kurzeja
Design Studio
Cathy Law
Kids / Humor Card Planning
Dalia Macys
Creative Vision
Rachael Novack
Target Card Planning
Natalie Partridge
Derivative Planning
Jessica Pundole
Design Studio
Justin Raines
IMS
Eunice Stephens
Global Sourcing
color palette ? WHY DO WE NEED A CORPORATE
For nearly 30 years, the Corporate Color Palette, developed by the Color Source Group, has been an integral part of color direction for American Greetings product. The palette was originally used as a trend reference for creative planning. It has since evolved into a comprehensive standardized guide used to establish a cohesive visual statement across products and brands. The 2008-2010 marked a shift from fashion colors to standard colors more suitable for social expression product. The newest palette maintains a majority of the standard colors, with slight adjustments, as well as the addition of thirty new colors.
k
WHO USES THE CORPORATE COLOR PALETTE? Stationery Merchandising & Signage Gift Bag & Wrap All Card Product
k
DID YOU KNOW... All colors are tested on our paperstocks with CMYK printing
CMYK VS. PMS COLOR CMYK Color (also known as Process Color) Various colors are created by layering Cyan, Magenta, Yellow, and black inks. CMYK colors are used in a wide variety of print materials, including magazines & newspapers. This process has two primary applications:
k Full-color photographs and illustrations k Multi-color graphics that require too many colors to reproduce using PMS shades
PMS Color (also known as Pantone Color or Spot Color)
Individual colors are created by mixing 13 base pigments in specified amounts. The PMS model ensures the consistency that is so often lacking with CMYK. While PMS inks are not the best choice for full-color photographs, they have several uses:
k Precise color matching for logos and branding
k Creating more vibrant hues and precise shades
k Adding special effects like pastel, fluorescent, or metallic colors.
CMYK GAMUT
PMS GAMUT RGB GAMUT
PANTONE BRIDGE BOOK
PMS 1505C
C M Y K
PMS 374C
C M Y K
PMS 1895C
C M Y K
0 52 80 0
27 0 55 0
0 28 2 0
PMS 170C
C M Y K
0 50 45 0
THE
COLORS
INTRODUCING THE NEW AMERICAN GREETINGS
color palette
hot tamale chili powder 1
2
sun dried tomato
fire cracker
sweet pea
flamingo
zinnia
cotton candy
10
11
3
12
cranberry
beet
powder puff bubble gum
princess
magenta
preppy pink
sunset strip watermelon cantaloupe
papaya
creole
canyon
33
buttered popcorn
dandelion
egg yolk
13
cardinal
moulin rouge
garnet
4
5
14
6
15
7
16
8
17
9
18
ballet slippers
pink cadillac
sea shell pink
peaches & cream
apricot
mango
lemon chiffon
canary
sunshine
mustard
rain coat
zest
pear
citron
verbena
olive
dill
gecko
wasabi
lime twist
screaming green
parakeet
green bean
pistachio
19
28
37
46
20
29
38
47
21
30
39
48
22
23
24
goldfish
clementine
blondie
31
40
49
32
41
50
42
51
25
34
43
52
26
35
44
53
27
36
45
54
celery 55
sprout 64
leprechaun 56
holiday green 65
caribbean beach glass 73
74
putting green
grasshopper
clover
rain forest
emerald
peacock
57
66
75
pine needle party mint
sea mist
jadite
mermaid
robin’s egg
scuba
cyan
clear skies
nantucket
ice rink
60
61
spa
pool
surf’s up
blue water
58
67
76
59
68
77
69
78
70
79
62
71
80
63
72
81
bluebird
blue chip
lake
regatta
oxford
periwinkle
lapis
navy
galaxy
wisteria lane
purple rain
popsicle
amethyst
grape fizz
petal
phlox
hyacinth
orchid
sugar plum
lilac
custard
suede
cafė au lait
wheat
ginger snap
moccasin 109
milk chocolate
truffle
terrain
dolphin
gravel
shadow
robot
mercury glass
82
91
100
118
83
92
101
110
119
84
93
85
94
berry punch sand dollar 102
111
120
103
86
95
104
87
96
105
cinnamon coffee bean semi sweet 114 113 bark 112
chalkboard 121
onyx 122
88
97
106
115
89
98
107
116
90
99
108
117
COLOR
hot tamale 1
REDS
chili powder sun dried tomato
fire cracker
3
2
garnet 7
FAMILY
cardinal
4
cranberry 8
5
moulin rouge 6
beet 9
NEW COLORS NOTES: We revitalized our reds with three hot new shades: the bright and vibrant Fire Cracker, the more subdued Sun Dried Tomato, and Beet, with its posh purple undertones.
sun dried tomato fire cracker beet
INTRODUCING PANTONE’S COLOR OF THE YEAR
hot tamale
PMS 4 85M
I N F O T O K N OW Our Hot Tamale is a dead-on match to Pantone’s 2012 color of the year, “Tangerine Tango.” This red-orange is infused with energy and drama. Over the past several years, orange has grown in popularity and acceptance among designers and consumers alike.
8 1
71
70
1
119
89
38
13 89
102
16
40
29
1
68
1
color COMBINATIONS
INTRODUCING FALL’S “IT” COLOR
cranberry
PMS
1955
M
I N F O T O K N OW We know it as boring old “cranberry,” but the runways a re calling it “oxblood,” the hottest new color of the season! Though the name would suggest that we’re talking about oxen, it’s actually short for “oxygenated blood,” the deep, dark red color that occurs when blood is exposed to air.
12
25
8
105
8
8
10
89
21
8
93
39
color COMBINATIONS
COLOR
PINKS
FAMILY
sweet pea
flamingo
zinnia
cotton candy
powder puff
bubble gum
princess
magenta
preppy pink
ballet slippers
pink cadillac
sea shell pink
10
16
11
17
12
18
13
19
14
20
15
21
NEW COLORS sunset strip 22
watermelon 23
sweet pea zinnia
NOTES: You’re sure to find the perfect pink in this expanded and prettified palette. Our hues range from lighter, sweeter tones like Sweet Pea to warmer, almost-coral variations like Watermelon.
cotton candy bubble gum magenta ballet slippers watermelon
INTRODUCING THE “M” OF CMYK
magenta I N F O T O K N OW Magenta is one of the three primary pigment colors used for CMYK printing, along with yellow and cyan. As a key in gredient to the printing process, it is one of the most pure, vivid, and vibrant colors! For every color in the natural light spectrum (RGB), there is a counterpart in the CMYK module. For Magenta, it’s the very opposite of green - which, when paired together, can make for a nice complimentary combination.
HEX M age
nta M
106
107
17
17
106
107
52
17
color COMBINATIONS
IT’S NOT JUST FOR SUMMER...
watermelon PMS 1 785M
I N F O T O K N OW This color is a fabulous mix of pink with just the right touch of coral and orange. Watermelon is one of those shades that works amazingly well with every skintone. Pair it with Spa or Party Mint green for an even more amazing combo. It adds just the right amount of spice to any palette and works perfectly as a color pop!
23
41
121
23
28
19
23
23
101
8
9
61
color COMBINATIONS
COLOR
cantalope 24
ORANGE
creole
papaya
canyon
26
25
mango 30
27
goldfish 31
FAMILY
peaches&cream 28
apricot 29
clementine 32
NEW COLORS NOTES: With playful and punchy additions like Cle-
cantalope
mentine and Papaya, our updated oranges
papaya
are fresh and on-trend. When paired with a neutral like gray, they add a pop of stylish sophistication.
peaches&cream clementine
INTRODUCING A PERFECTLY PEACHY PASTEL
peaches & cream
I N F O T O K N OW This soft, almost pastel orange shade is a great addition to anything from casual to very formal. This color is one of Martha Stewart’s “Perfect Wedding Palettes.” Peaches & Cream is sweet but sophisticated. The color can be paired with classic cream, or a pretty pastel, such as Sea Mist green. It makes for a combination that’s fresh, modern, and memorable.
PM
S 4 74 M
121
38
62
89
28
28
WHITE
color COMBINATIONS
COLOR
blondie 33
Y E L L OW
buttered popcorn
dandelion
egg yolk
lemon chiffon
sunshine
mustard
rain coat
zest
34
39
35
40
36
41
FAMILY
37
canary 38
42
NEW COLORS NOTES: We’ve energized our yellow color family with
mustard
trendy additions like Mustard and bright, cit-
rain coat
rusy hues like the tart and lemony Zest.
zest
INTRODUCING THE BOLD AND BRILLIANT
mustard I N F O T O K N OW This bold color is rich and adds warmth and personality to any palette.
PMS
11 0 M
The mellow tones of Mustard are perfectly balanced with the shades of gray- or even a vibrant pink. This yellow also goes very well with a dark neutral like navy. The combination is a dose of collegiate and preppy with a whole lot of sophistication! It stays classy, while demanding to be noticed!
16
76
40
40
73
40
11 9
121
89
color COMBINATIONS
COLOR
GREENS
FAM ILY
pear
citron
verbena
olive
dill
gecko
wasabi
lime twist
screaming green
parakeet
green bean
pistachio
celery
leprechaun
putting green
grasshopper
clover
pine needle
43
49
55
45
44
50
56
51
57
46
52
47
58
NOTES: Our green color family remains strong, rich, and vibrant with colors like Pine Needle, as well as fresh and youthful, with shades like Citron, Pear, and Grasshopper — our take on the classic kelly green.
53
59
48
54
60
NEW COLORS pear citron olive parakeet green bean pistachio grasshopper pine needle
IS IT YELLOW OR IS IT GREEN?
citron
PMS 58 4M
I N F O T O K N OW The citron is a small citrus fruit known as the “Persian apple.” It is one of the most fragrant and zestiest of all the fruits and is an eye-catching color. Citron is just on the verge of being fluoresce nt, which is why we love it — this shade is sure to brighten things up!
88
44
41
44
31
6
44
112
color COMBINATIONS
B L U E- G R E E NS COLOR FAMILY
party mint 61
sea mist 62
jadite 63
sprout 64
holiday green 65
rain forest 66
emerald 67
spa 68
pool 69
mermaid 70
robin’s egg 71
scuba 72
caribbean 73
beach glass 74
peacock 75
NEW COLORS sea mist
NOTES: From minty shades like Sea Mist to the deepsea inspired Caribbean, our blue-green color family offers endless tranquil and genderneutral options.
sprout holiday green rain forest pool mermaid caribbean
INTRODUCING AN 80’S REMIX
rain forest PMS 3 278M
I N F O T O K N OW Rain Forest is a jewel-tone bluegreen color that complements mint, jadite, and spa. According to the highly acclaimed wedding planners and bloggers, Simply Events, these shades of green are predicted to be the hot color trend for weddings in 2013. Many professionals like them because they complements a variety of other colors and shades, especially floral and natural colors like pink peonies and deep-orange gloriosa lil ies.
42
32
8
121
72
66
22
44
66
119
33
66
95
color COMBINATIONS
COLOR
BLUES
FAMILY
surf’s up 76
blue water 77
cyan 78
clear skies 79
nantucket 80
ice rink 81
bluebird 82
blue chip 83
lake 84
regatta 85
oxford 86
periwinkle 87
NEW COLORS lapis 88
navy 89
galaxy 90
cyan clear skies nantucket
NOTES:
ice rink
We refreshed our blue palette with shades like
bluebird
Regatta, a masculine-palette essential, and added a range of tones from the crisp, clear
regatta
Cyan to the more muted Nantucket, which is
navy
reminiscent of a soft, well-worn chambray shirt.
galaxy
INTRODUCING THE NEW NEUTRAL
navy
768M PMS 2
I N F O T O K N OW Navy is a classic color that is known for its sailor stripes and preppy blazers. Traditionally, we see navy paired with white or nudes, however now the color is being used as a neutral and is even more exciting when we see it paired with vibrant colors like orange, magenta, or citron!
25
26
89
19
106
89
29
89
color COMBINATIONS
COLOR
PURPLES
FAMILY
wisteria lane 91
purple rain 92
popsicle 93
amethyst 94
grape fizz 95
petal 96
phlox 97
hyacinth 98
orchid 99
sugar plum 100
lilac 101
berry punch 102
NEW COLORS NOTES: An array of new purple hues can be found in this expanded color family. You’ll find delicate pastel purples like Petal, vivid pinky-purple shades like Berry Punch, and deep, saturated tones like Grape Fizz.
grape fizz petal orchid berry punch
INTRODUCING A “BERRY� SWEET COLOR
berry punch
PMS
248M
I N F O T O K N OW Berry Punch is a purple infused with bright red undertones. This color is able to blur the lines, being both masculine & feminine and elegant & edgy. This bold color is an easy way to pull off an adventurous color statement. Whether combined with pale pastels or hearty earth tones, this color is sure to be a nice pop!
102
62
109
102
102
106
18
105
101
9
color COMBINATIONS
NEUTRALS COLOR FAMILY
sand dollar 103
custard 104
suede 105
cafĂŠ au lait 106
wheat 107
ginger snap 108
moccasin 109
milk chocolate 110
truffle 111
cinnamon bark 112
coffee bean 113
semi sweet 114
terrain 115
dolphin 116
gravel 117
shadow 118
robot 119
mercury glass 120
NOTES: Taking inspiration from our tech-driven world,
chalkboard 121
onyx 122
we’ve expanded our offering of grays with sleek new shades like Robot and Mercury Glass, which act as sophisticated backdrops to spotlight other colors. Our larger neutral palette also includes Truffle, a simple, classic mid-tone brown.
NEW COLORS ginger snap coffee bean terrain dolphin gravel shadow robot mercury glass chalkboard onyx
INTRODUCING ...
terrain I N F O T O K N OW Terrain is an earth-inspired tone that manages to look both rugged and refined. It pops when paired with brights and can even add a hint of retro charm when introduced to certain palettes. This neutral is a natural at adding depth and personality to a variety of color combinations.
PMS 4 48M
115
115
17
62
41
29
30
115
119
19
103
color COMBINATIONS
INTRODUCING...
robot
COOL
G R AY
7M
I N F O T O K N OW Gray’s been growing in popu larity, and this once-shy shade is making its way into the trend spotlight. Stand-out grays like Robot are valued for their versatility. Gray can add luxury and romance to a palette, or it can be more of a statement-maker — evoking an urban and modern mood in art, design, and home décor. With its wide range of hues — from pale to deep and cool to warm — gray is quickly becoming a go-to color in the neutral family.
119
30
25
19
119
62
44
119
121
95
41
color COMBINATIONS
THE WAY THE WORLD SEES COLOR
DO YOU SEE WHAT I SEE ? A DOCUMENTARY
THANK YOU !
Gray’s been growing in p opularity, and this once-shy shade is making its wa y into the trend spotlight. THANK YOU!
2012
THE COLOR SOURCE GROUP’S
COLOR MIXER