Viva Magenta: Pantone’s Color of the Year 2023

Say hello to PANTONE 18-1750 Viva Magenta, 2023's Pantone Color of the Year.

The colour vibrates with vim and vigor. It is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.

This year’s Pantone Color of the Year is powerful and empowering. It is a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundaryless shade that is manifesting as a stand-out statement. PANTONE 18-1750 Viva Magenta welcomes anyone and everyone with the same verve for life and rebellious spirit. It is a color that is audacious, full of wit and inclusive of all.

Viva Magenta Pantone Color of the Year 2023

As described by Leatrice Eiseman, Executive Director, Pantone Color Institute, "...In this age of technology, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known. Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength."

Described as an “unconventional shade for an unconventional time: a new vision”, the deep and opulent colour, crimson-like, offers a balance between warmth and cool tones, rich and regal, yet equally rebellious.

Viva Magenta Pantone Color of the Year 2023

Leatrice Eiseman continues, "...The last few years were transformative in many ways in terms of people’s sense of self, and the way well-being, priorities, and identity are being thought about. As a result, space has been created where we are free to explore and be accepted for exactly who we feel we are, whether it be in a cybernetic universe, a conventional space, or a magical blend of both.”

Viva Magenta Pantone Color of the Year 2023

Dynamic and looking forward to a more positive future, we've PANTONE 18-1750 Viva Magenta, 2023's Pantone Color of the Year. To celebrate it's launch, Pantone worked with Huge to explore the relationship and tension between new AI technology and our own human creativity. Huge worked with Midjourney, an AI generative tool, to explore the world of PANTONE 18-1750 Viva Magenta and its messages to create an immersive world of imagery that examines the connections between nature and technology. Thanks to Huge, artificial intelligence, and the exploration of Viva Magenta, Pantone introduce to you their new ecosystem called the “Magentaverse.”

Viva Magenta Pantone Color of the Year 2023

Project / Brand: Pantone

Photography: Pantone

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