Every year, women all over the world eagerly anticipate the coveted Tiffany & Co. box. Used as a token to commemorate many a special occasion, be it Christmas, Valentine’s Day, an anniversary, or a birthday, it has, no doubt, become the harbinger of love, loyalty, and special relationships.

Tiffany and Co blue box

Source: Tiffany & Co.

The company, recognizing the power of its signature robin egg blue color, decided to trademark the color and standardize it, enabling it to be manufactured and printed consistently and preventing competitors from employing it in their branding.

The color now has its very own custom Pantone® Matching System (PMS) number — “Blue 1837,” signifying the year Tiffany & Co. was founded. With its trademark rights, Pantone® №1837, colloquially known as “Tiffany Blue”, is not published in PMS swatch books and is not available for use in other branded material, which begs the question: 

"What makes a color so valuable?"

To understand this, we need to delve into color theory and understand the indelible effect colors have on the human psyche, and subsequently on branding. Read the full article on Medium.

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