We couldn’t help but notice something familiar in Pantone’s 2017 Color the Year. If you take a glance at the top left corner of our website, you’ll see that this shade is very close to our Kearley green.

This color is controversial even in our own office, and Pantone’s announcement of it as the Color of the Year was met with similar mixed/intense reaction. But Pantone saw something special in this color that, admittedly, you don’t see a lot of:

“Greenery bursts forth in 2017 to provide us with the hope we collectively yearn for amid a complex social and political landscape. Satisfying our growing desire to rejuvenate, revitalize, and unite, Greenery symbolizes the reconnection we seek with nature, one another, and a larger purpose.” – Leatrice Eisenman, Executive Director of Panton Color Institute

We asked our own Vice President/Creative Director/Greenery Lover, Daniel Buenger for his thoughts on the color and why he feels so passionately about it:

“A little background about me and green. As a child growing up in Houston I clearly remember that our household appliances were avocado green. At that time, I was too young to question the reasoning behind it, but that visual has always stuck with me. As I grew older I learned that most people intuitively felt that greens were “sickly” colors. Then I realized, “most people” didn’t see or appreciate color the way I did. Did you know that there are more shades of green than that of any other color? They range from yellow-greens, to those with a blue tinge. Most are far from sickly.”

And how he incorporated that color that he’d been so fond of since childhood:

“Green is universally associated with nature and nature is something I’m very passionate about. The Kearley green and orange color combo seemed to work in unison. We wanted to update the logo yet remain true to it, and what it represented. Therefore, I began to experiment with lighter, brighter versions of green. Combinations that “most people” stayed away from. We wanted a color that people took notice of. Something that depicted our excitement and inner youth. That’s what green is to me – balanced, healthy, and youthful. We use green in design for spaces intended to foster creativity and productivity, and we associate green with progress – therefore, we gave it the “green light”.”

Even as a TCU alum, the green has always been my favorite color out of the one’s we use in our personal branding. I don’t think I’ve ever used that color anywhere else in an article of clothing or household item, but looking at the extreme responses to it, you can see what’s special. People rarely feel strongly about the colors you see every day. They’re reliable, but unremarkable. Of course I like navy and a light red, but those don’t get much of a reaction. That’s what we want to create here at our agency and what we hope others are looking to create in the world: a reaction.

We always hope it’s a positive one, but we know as much as anyone that it’s not easy to be bold. And it’s not easy being green.