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72andSunny's Jonathan Tan Twists Pantone's Colour of the Year 2020 to Reflect Current Times

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The project hopes to encourage everyone not to be dejected and continue embracing this hue of blue during the pandemic

72andSunny's Jonathan Tan Twists Pantone's Colour of the Year 2020 to Reflect Current Times
Senior brand manager at 72andSunny Singapore, Jonathan Tan, shares a simple personal project which drew inspiration from the Pantone Colour of the Year 2020, Classic Blue.

Ironically, with the emergence of Covid-19, the new favourite blue has emerged over the past months - that of the hue of blue commonly seen on surgical face masks. Nearing the end of an eventful 2020, Jonathan felt that there was an opportunity to give the Pantone Colour of the Year 2020 an update to be more reflective of current times. This blue represents assurance and safety which are sorely needed in these uncertain times.

The project hopes to encourage everyone not to be dejected in these worrying times, and continue embracing this hue of blue until things start to get better.

Despite being a suit which is seen as a 'non-creative' role, Jonathan uses cultural observations to produce creative projects outside of work, including project 'Singapore Pantone' that reimagined different places in Singapore as Pantone colours. Jonathan was inspired when he saw himself in the mirror wearing a common surgical face mask, and realised that the colour blue is indeed something reflective of 2020.

Jonathan commented: "As someone in the creative industry, it's always important to keep up with times. I feel that it'll be a great opportunity if Pantone could update 2020's Colour of the Year and mark this eventful year as a milestone in their books. Or in this case their Pantone cards."

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Categories: Awareness, Corporate, Social and PSAs

72andSunny Singapore, Wed, 14 Oct 2020 10:30:20 GMT