The mad scientists at the Pantone Color Institute have introduced their first new color in three years, and it's downright despicable.
Called Minion Yellow, it's inspired by the little creators from the 2010 animated film Despicable Me, its sequel and the upcoming spinoff Minions.
"Just as the sun’s rays enliven us, Pantone Minion Yellow is a color that heightens awareness and creates clarity, lighting the way to the intelligence, originality and the resourcefulness of an open mind – this is the color of hope, joy and optimism," Leatrice Eiseman, Pantone's executive director, said in a statement.
The idea originated with singer-songwriter Pharrell Williams, who produced the soundtracks for the Despicable Me franchise, leading to a collaboration between Pantone and Illumination Entertainment.
"Color is contextual and right now there is a desire for colors that are more vibrant and uplifting," said Pantone's Vice President Laurie Pressman. "This is especially the case with the yellows, so given the worldwide popularity of the Minions, it seemed only natural to name a color after a character for the first time in our history."
Whether next year will bring a Gru Gray remains to be seen.