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From Pantone.com:

Pantone, Inc. is the world-renowned authority on color and provider of color systems and leading technology for the selection and accurate communication of color. The PANTONE Name is known worldwide as the standard language for color communication from designer to manufacturer to retailer to customer. With 40 years of experience, we are the worldwide market leader in color communication and color technology for the graphic design, printing, publishing, textile and plastics industries.

Whether you are creating a logo, a product, packaging, an ad, the latest fashion trend or a vision, we have the tools and solutions for keeping your colors accurate and consistent cross-media, around the world. The PANTONE Color language is the most universally understood standard available.

In other words, its to make sure colors for any type of media are accurate for a certain identity.

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