Rap legend Nas has collaborated with Pantone Colour Institute to create a custom shade “ULTRA BLACK” to honour the black community and represent the unification of people.

Ever influenced by cultural events and current affairs when creating new colours, it makes sense that in 2020 Pantone should be inspired to support the recent worldwide movement against racial injustice. Nas said of the partnership "It was only right that we work with Pantone on this project, the color experts. This one's from the heart, something the world will feel, the whole vibe of 2020".

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@Nas and the Pantone Color Institute announce “Ultra Black By Nas,” a color inspired by Nas himself and a play on his new single, “Ultra Black.” “Ultra Black” is an anthemic, uplifting reminder of the unignorable contributions made by the Black community, a statement to being unapologetically Pro-Black, and thus pro-humanity. Just as black absorbs all light, Ultra Black represents the unification of all people, spotlighting Black joy and the promising future ahead.

A post shared by PANTONE (@pantone) on Aug 25, 2020 at 1:01pm PDT

Laurie Pressman, Vice-President Pantone Color Institute spoke of the collaboration “We were thrilled to be able to partner with Nas on the creation of ULTRA BLACK, a color symbolic of the powerful message he expresses in his new compelling anthemic statement, ‘Ultra Black’”. “In our highly visual world, color is one of the most powerful communication tools we can use to draw immediate attention and get our voices heard. Supporting ‘Ultra Black’ with this new ULTRA BLACK color helps Nas share his message in a visually impactful way, one that will further ensure the global reach of his inspiring and uplifting message.”

Will ULTRA BLACK by Nas go on to become the next Pantone Colour of the Year we wonder? It's surely a cert for the shortlist, so roll on December when the announcement will be made.