When you think of Tiffany & Co., chances are you think of the signature hue on their blue boxes. The shade has been part of the brand’s legacy for nearly two centuries. Tiffany Blue has been registered as a colour trademark by Tiffany since 1998, and in 2001, it was standardised as an exclusive, custom colour created by Pantone. This Pantone Colour is called “1837 Blue,” a nod to the brand’s founding year. Now, the iconic colour has been given a new purpose: ocean preservation awareness.
Last week, Tiffany & Co. announced a new 1837 Tiffany Blue Conservation Campaign in partnership with Pantone. The campaign uses the hue to raise awareness of The Tiffany & Co. Foundation’s ocean conservation efforts, showcasing oceans across Africa, Australia and the Caribbean, where a shade similar to the signature colour is naturally found and where countless marine life is at risk.
“Colour tells a story,” said Laurie Pressman, Vice President of the Pantone Color Institute, in a press release from Tiffany & Co. “Just as Tiffany Blue is deeply woven into the brand’s identity, it also mirrors the beauty of the world’s oceans – many of which are in urgent need of protection.” The brand is currently committed to helping to protect 30 per cent of the world’s oceans by 2030. Needless to say, the story of the iconic hue continues to evolve.