Pantone and X-Rite Introduce the PantoneLIVE Tool for Brand Management

GRAND RAPIDS, MI—March 01, 2012—X-Rite Inc. and Pantone LLC unveiled PantoneLIVE, a cloud-based color service that provides instant access to essential brand color standards. PantoneLIVE is the first service under the Pantone Digital Business Unit, a newly created division of X-Rite that is the byproduct of Pantone’s expertise as the world’s color authority and X-Rite’s color science and technology leadership.

From chocolates and champagne to soda and stilettos, the past year has been wrought with cases of counterfeiting, deception and consumer confusion—all tied to the ubiquitous colors that uniquely identify brands. Cadbury and Veuve Clicquot were involved in high-profile legal battles to own their brand colors, while Christian Louboutin fought to trademark its signature red soles. With color so critically tied to brand identity, inconsistent brand color can lead to a lack of consumer confidence and lost sales.

In a recent survey conducted by the Pantone Color Institute, more than 70 percent of creatives noted that brand color definitions, accuracy and consistency in creating products or packaging are important to their business, while 42 percent indicated that color-related challenges have a negative impact on their company.

“Nearly 50 years ago, Pantone brought consistency and a common language to an industry that lacked standardization. Historically an analog process, reliant on centuries’ old color alchemy, printing and production have advanced with technology in the digital age,” said Ron Potesky, senior vice president and general manager of Pantone. “PantoneLIVE digitizes the process, taking it from visual and subjective to consistent and repeatable – significantly reducing production timelines and improving the bottom line.”

“PantoneLIVE represents a transformational change in color management for brand owners across their entire supply chain,” explained Tom Vacchiano, president and CEO of X-Rite. “Our own Dr. Sonia Megert, whose vision for the digital supply chain led to the development of PantoneLIVE, will head the new Pantone Digital Business Unit.”

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