Viva Magenta by Pantone descends from the red family to demonstrate a new signal of strength.
During a live-stream on 1st December 2022, Pantone has presented its Colour of the Year 2023: Viva Magenta 18-1750. Vibrating with vim and vigour, the shade rooted in nature descends from the red family to express a new signal of strength.
Viva Magenta is a new animated red whose exuberance revels in pure joy, promoting experimentation and self-expression without restraint. Created to celebrate anyone and everyone with the same verve for life and rebellious spirit, through this colour Pantone wants to encourage to be brave and fearless, also inviting to write a new narrative.
A nuanced crimson red tone that presents a balance between warm and cool, PANTONE 18-1750 Viva Magenta is also a hybrid colour that comfortably straddles the physical and virtual, evocative of a multi-dimensional world. Assertive but not aggressive, it is a carmine red that does not boldly dominate but instead takes a “fist in a velvet glove” approach. Exuding dynamism, PANTONE 18-1750 Viva Magenta is a transformative red tone capable of driving design to create a more positive future.
“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,” has commented Leatrice Eiseman, the executive director of Pantone Color Institute. “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.”