Pantone have seized upon an excellent promotional idea and named a shade of yellow after the minions from Despicable Me and their upcoming movie, Minions (out July 10th, 2015).
Hopefully minion yellow fills you with happiness and not the urge to take over the world!
Universal promoted Despicable Me 2 with the Pharrell Williams song Happy, written for the movie soundtrack and a more standard collaboration. The pantone colour won’t have the same audience but helps to establish a wider brand recognition for both the movie and the colour company, plus it’s really quite fun.
Colours define some brands very clearly: Coca-cola red or FaceBook blue for example (there’s a great list with the colours here). Penguin Books for example have a fantastically recognisable colour selection, with green for crime fiction, blue for non-fiction Pelican titles, and of course the famous Penguin Orange, Pantone 1505. Sorry, had to mention some books, couldn’t resist! Only time will tell whether Minion Yellow catches on to become that recognisable.