Nas, an icon of the 90s hip hop, and the Pantone Color Institute joined forces for the creation of a new colour called “ULTRA BLACK by Nas” inspired by his latest single from Nas new record King’s Disease. For the occasion, the two released a merchandise collection and collectables.
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@Nas and the Pantone Color Institute announce “Ultra Black By Nas,” a color inspired by Nas himself and a play on his new single, “Ultra Black.” “Ultra Black” is an anthemic, uplifting reminder of the unignorable contributions made by the Black community, a statement to being unapologetically Pro-Black, and thus pro-humanity. Just as black absorbs all light, Ultra Black represents the unification of all people, spotlighting Black joy and the promising future ahead.
“We were thrilled to be able to partner with Nas on the creation of ULTRA BLACK, a colour symbolic of the powerful message he expresses in his new compelling anthemic statement, ‘Ultra Black’,” Laurie Pressman, Vice-President Pantone Color Institute, added. “In our highly visual world, colour is one of the most powerful communication tools we can use to draw immediate attention and get our voices heard. Supporting ‘Ultra Black’ with this new ULTRA BLACK colour helps Nas share his message in a visually impactful way, one that will further ensure the global reach of his inspiring and uplifting message.”
The collaboration with Pantone and the album wants to honour the black community and their resistance, especially in this particular historical moment. But is also a symbol of the fortitude, power, legacy and interconnectedness of everyone in this world. If the colour black absorbs all light, “ULTRA BLACK” is a representation of the people’s unification, highlighting the Black joy and a bright future ahead. The classic squared Pantone was featured on T-shirts, cards set and posters, which went sold out in less than 24hrs.
But it’s not the only colour that the Pantone Color Institute recently released. In occasion of the opening of the first flagship store of the Rolling Stones in Carnaby Street, London, the band announced that they registred their official colour with Pantone, «Stones Red».