Energizing, fearless, warm-hearted and animated.
That is foundation for Pantone’s Team Coco Orange, a custom color designed to capture the spirit of Conan O’Brien in celebration of his 25th anniversary in late night television.
TBS and Pantone teamed up to create the custom hue, based on the shade fans have come to associate with his brand.
The Pantone color goes hand-in-hand with Conan’s new format: a 30-minute show on TBS that will continue to feature celebrity guests and his signature brand of comedy.
He’ll also continue with his Emmy winning travel series Conan: Without Borders, recently launched the Conan O’Brien Needs a Friend podcast, took to the road with a live tour, Conan & Friends: An Evening of Stand-up and Investment Tips, and launched a multi-day pop-up comedy club during New York Comedy Festival.
Pantone’s customized color not only celebrates the talk show host’s 25 years in late night, but also highlights the expanding Conan community—known as Team Coco—as his brand branches into additional content experiences across platforms—including digital and digital and branded content, podcasting, mobile gaming, pay TV and live tours.
“Good natured and expansive, friendly and gregarious, Conan’s Team Coco Orange is an energizing and fearless orange tone with a touch of tang,” Laurie Pressman, vice president, Pantone Color Institute, said in a statement. “Designed to be animated and spontaneous, Conan’s Team Coco orange is instantly engaging and conveys a playful sense of fun.”
Speaking of which, O’Brien has been “painting the town orange” with artistic displays in New York and Los Angeles.
TBS took over six empty buildings in the West Village and wrapped them in graphic executions inspired by the color. The art installations, on 7th Avenue between Christopher and Barrow, aim to be picturesque and Instagrammable, designed to “lighten up the city’s grey winter days,” says TBS.
The network also partnered with New York businesses Big Gay Ice Cream, Murray’s Cheese, IFC Center, Pommes Frites, The Uncommons, and Toby’s Estate Coffee to give out free orange products to members of the #TeamCoco community, and gave buses in the city an orange upgrade.
In Los Angeles, in partnership with ROW DTLA in the design district, TBS built a massive, fabricated billboard with more than 100 light bulbs light-up bulb that Conan himself plugged in.
Both installations ran from January 18 - 22.
“The partnership with Pantone is an opportunity to recognize Conan’s rabid fan following and the expansion of the Team Coco brand,” said Michael Engleman, chief marketing officer for TBS and TNT, in a statement. “This custom Pantone color in many ways solidifies the iconic imagery created by fans and the endless catalog of fan art. I don’t know of any other television personality that can be so easily identified by something as simple as a color.”