Devise Color of the Quarter: Q2
By: Daven Mathies
April 2nd, 2026
It wasn’t announced. There was no press release, no coordinated rollout, no cultural moment engineered around it. It just showed up—quietly—across the high desert for a few fleeting weeks before anyone could really name it.
And then it was gone.
To right this ongoing injustice, we’ve once again taken it upon ourselves to sift through Pantone’s catalog and elevate a color that doesn’t scream for attention—but absolutely earns it. One color. Once a quarter. No hype cycle required.
After careful consideration (and a few recent drives through the Oregon high desert), we’ve selected Devise Color of the Quarter for Q2 2026: PMS 2290 C.
It’s the color of things trying. Not thriving yet—just emerging. There’s optimism in it, but it’s restrained. A little sunburned. A little unsure. It carries the energy of growth without the arrogance of permanence.
This isn’t spring at full volume. It’s the brief, convincing illusion that it might last.
Where to use it
Apply where something is just beginning to take shape—brand refreshes, early-stage ideas, positioning that still has a pulse. It works best when paired with restraint and a point of view. Let it signal momentum, not arrival.
Where to avoid it
Skip it where confidence needs to be absolute or authority unquestioned. It’s not built for legacy brands pretending nothing changes, or for anything trying too hard to feel “established.” It will expose that instantly.
