Why we love Ultra Violet, Pantone's colour of the year for 2018

December 13, 2017

It might not surprise you to learn that we at G Adventures were chuffed to hear that Pantone had selected Ultra Violet as its Colour of the Year for 2018. If you've spent any time on our website, perusing our brochures, or interacting with us on social media — or if you've travelled with us — you know that we love the colour purple. And, while Ultra Violet isn't the precise Pantone shade we use, we are nevertheless fully on board with having a very purple 2018. Here's why — and where we think G Adventures and Pantone are on the same page:

1. Prince-ly appreciation

On its website, Pantone explains that "Enigmatic purples have also long been symbolic of counterculture, unconventionality, and artistic brilliance. Musical icons Prince, David Bowie, and Jimi Hendrix brought shades of Ultra Violet to the forefront of western pop culture as personal expressions of individuality." Like Pantone, G Adventures founder Bruce Poon Tip was inspired by Prince (of whom he is, by the way, a huge fan) to designate purple as the company's official colour. G Adventures has always been an unconventional, out-of-the-box travel company — what better colour to represent this than a colour that represents unconventionality?

2. The colour of changing the world

"Ultra Violet symbolizes experimentation and non-conformity, spurring individuals to imagine their unique mark on the world," Pantone says. We like to think we do the same with our approach to responsible travel and tourism. We believe that travel can be a force for good, and we realize this through each of our tour itineraries, plus our social enterprise, the Planeterra Foundation. Click here to learn more about G Adventures' commitment to responsible travel.

3. Forward thinking

"We are living in a time that requires inventiveness and imagination," Leatrice Eiseman, executive director of the Pantone Colour Institute, says. "From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come." Let's get real for a second: 2017 was a tough year for a lot of people. But we're always looking forward, with chins up. And in 2018, a great way to explore expression, reflection and optimism is to get out there and experience this big beautiful planet — since we can't take you to the purply depths of space (yet).

4. ...we're almost there!

According to Pantone's colour-coding conventions, Ultra Violet is 20967C. G Adventures' official purple, meanwhile, is Pantone 2617C — a variance of a mere 521!

Getting there

Ready to change the world through travel? Check out our full collection of globe-spanning small group tours here.

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