How this ‘off-putting’ color shaded the internet and beyond
From endless memes to MTA announcements and even political campaigns, the past weeks have become awash with lurid green. But why?
The summer of 2024 has been defined by a retina-searing shade of chartreuse, specifically Brat Green, which is reminiscent of the iPhone text message bubble hue and sits between 360 and 375 on the Pantone color chart. British pop star Charli XCX's album "Brat" has propelled the color into the cultural consciousness, with the official X account of the NYC MTA using it in alerts and even Vice President Kamala Harris' rapid response account on X adopting a "Brat" style banner. The term "#Bratsummer" has gone viral with over 40,000 TikTok videos and 12,000 Instagram posts, and Google Trends predicts searches for "Brat summer" will peak this week.
The appeal of Brat culture lies in its celebration of messy, imperfect self-acceptance, and it has particularly resonated with the under-30 demographic. Sunita Yeomans, a leader in graphic branding, attributes the rapid association of Brat Green with Charli XCX's brand to the color's striking online and IRL presence. The design process behind Brat Green involved months of discussion and consideration of various shades of green and their connotations by design studio Special Offer Inc.
This phenomenon of color-coding pop culture moments is not new, with Barbie Pink taking over last summer due to the success of Greta Gerwig's "Barbie" film. Laurie Pressman, Vice President of Pantone, notes that color is a powerful form of expression and can often convey a message or feeling outside of our conscious awareness. Pressman and her team collaborated with Valentino's creative director to create "Pink PP," which became a cultural touchstone and expanded the brand's legacy.
The creation of an era-defining shade involves a combination of deliberate choices by artists and savvy use of color to express themselves and connect with their audience. Brat Green has sparked a trend of spotting and documenting the color in everyday life, with fan accounts like @accidentallybrat on Instagram dedicated to Brat Green sightings. As the influence of Brat Green continues to grow, it serves as a reminder that color has the power to shape and define cultural moments.
The appeal of Brat culture lies in its celebration of messy, imperfect self-acceptance, and it has particularly resonated with the under-30 demographic. Sunita Yeomans, a leader in graphic branding, attributes the rapid association of Brat Green with Charli XCX's brand to the color's striking online and IRL presence. The design process behind Brat Green involved months of discussion and consideration of various shades of green and their connotations by design studio Special Offer Inc.
This phenomenon of color-coding pop culture moments is not new, with Barbie Pink taking over last summer due to the success of Greta Gerwig's "Barbie" film. Laurie Pressman, Vice President of Pantone, notes that color is a powerful form of expression and can often convey a message or feeling outside of our conscious awareness. Pressman and her team collaborated with Valentino's creative director to create "Pink PP," which became a cultural touchstone and expanded the brand's legacy.
The creation of an era-defining shade involves a combination of deliberate choices by artists and savvy use of color to express themselves and connect with their audience. Brat Green has sparked a trend of spotting and documenting the color in everyday life, with fan accounts like @accidentallybrat on Instagram dedicated to Brat Green sightings. As the influence of Brat Green continues to grow, it serves as a reminder that color has the power to shape and define cultural moments.