Paula Scher's discreet refresh of Tiffany & Co's iconic blue box logo

In 2005, Pentagram partner Paula Scher was tasked with revitalizing the brand identity of Tiffany & Co, with a particular emphasis on the renowned blue box. The newly designed logo was crafted by hand, mimicking a hot-stamped letterpress typeface to embody both luxury and craftsmanship. The signature shade, known as Robin's egg blue, has been trademarked since 1998 and recognized as an official Pantone color since 2001 (1837 Blue). This color was incorporated into advertising, shopping bags, and the interiors of boxes, with its specific formula kept secret. Richard Moore, Tiffany's vice president of creative visual merchandising, highlighted the color's significance as the brand's most identifiable feature. The box, introduced in the 1880s, is famously regarded as an unpurchasable item, as mentioned in a 1906 article by the New York Sun.