Pantone shows support for Ukraine with Freedom Blue and Energising Yellow

The Pantone Color Institute has shown support for Ukraine via a social media image with a shade of blue and yellow, both the colours of the Ukrainian flag. The colours were labelled Freedom Blue and Energising Yellow. and alongside them was a picture of two sunflowers against a blue sky. At the same time, Pantone's parent company, Danaher, has committed US$1 million to Global Giving, Save the Children and International Rescue Committee, in response to the humanitarian crisis unfolding in Ukraine.

According to the company, the NGOs have teams and the infrastructure in the region to support refugees and are also well-positioned to assess and meet the needs of the community in real-time. With more than a million Ukrainians currently seeking refuge in neighbouring countries, Pantone said in a social media post that there is an immense need for food, water, shelter, and medical care. "We are committed to doing what we can to support the health, safety, and dignity of the refugees and all those who advocate on their behalf.

Pantone and Danaher are among the list of brands that have shown support for Ukraine. Recently, in the ad world, WPP and Accenture discontinued operations in Russia. Airbnb.org is also offering free, short-term housing to up to 100,000 refugees fleeing Ukraine while the LEGO Foundation is donating approximately US$16.5 million to partners including UNICEF, Save the Children, and Danish Red Cross to support Ukrainian children and families.

Rakuten CEO Hiroshi Mikitani has donated US$8.6k to the Ukraine government which will go toward humanitarian activists to help those in Ukraine who are victims of the invasion. Closer to home, Singaporean telco Singtel said it will credit all calls and texts to Ukraine, alongside all roaming charges.

Meanwhile, more companies are also exiting Russia as a result of the invasion, including Netflix, PwC, KPMG, American Express, Visa, and Mastercard. Danone Group has also suspended investments in Russia and closed one of its two factories in Ukraine following Russia's invasion.

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