If you're following our journey on social channels, you'll notice an influx of a particular color weaving its way into our layout starting in the next week or so. We've taken our time refining the AHLOT personality (thoughtful bunch that we are) and today we're happy to introduce our brand color of choice: Ultra Violet.
Why Ultra Violet you might ask? Our CCO, Martin, went back to design school color theory for inspiration - or was it science class? Seems he’s a multi-denominational geek.
As you may know, the visible spectrum of light is made up of every color our human eyes can see. The reason we see different colours is that each part of the spectrum has a different wavelength. Physical materials reflect and absorb wavelengths, so a white surface appears white because every wavelength of light is reflected back into our eyes. Meanwhile, a black surface appears black because every wavelength is absorbed - with nothing reflected back. Black is actually the absence of color.
So it goes for every shade of color in this wondrous illusion we call reality.
Outside of the visible spectrum, color still exists, but our eyes are unable to detect those wavelengths. AHLOT likes to play around the edges of things and go where our curiosity takes us, so the ultraviolet side of the light spectrum feels right. We vibe with its chill, languid wavelengths in contrast to the increasingly short and choppy ones seen at the infrared end of the spectrum.
Not afraid of research (he is afraid of focus groups), Martin dove in and a multitude of sympathetic sentiments emerged around this unique shade. He began to narrow it down and was able to find a hue that proclaimed itself the winner: Ultra Violet Pantone 3838, which just so happened to be Pantone's 2018 Color of the Year.
“What a fortuitous confluence of events, “ says Martin. “Here's the Cult Brand of the Year (you know it's true) adopting the Color of the Year as our official signature. We’re building an honestly different brand, one that inspires beautiful cannabis experiences for people who are actively shaping the ascendance of a new culture. We’re now finding partners who think like we do, and as the man in the musical said, nothing can ever be the same.”
Ultra Violet "symbolizes experimentation and non-conformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets."
We couldn’t have said it better ourselves. In addition to being rooted in originality and risk taking, shades such as this one are "often associated with mindfulness practices, which offer a higher ground to those seeking refuge from today's over-stimulated world."
Seems too perfect to be true, but we swear we aren't making this up! Learn more about our brand color here. And as always, share your thoughts if you’re inspired!
- Team AHLOT