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Each family line is an equal-weight index of every company in that color, rebalanced monthly; companies join the month after they list. The dotted line is all companies together and the dashed line is the S&P 500. The thin lines are individual companies in their own brand colors, drawn from their family's line on the month they joined. Every company here survived to today, which flatters all of the lines; compare the colors with each other and with the dotted line. Prices exclude dividends. Click a color to spotlight it; double-click to hide it.
The periodic table of brand color
Each column is a year; each color's index return that year sets its row, best at the top. Hover a cell to follow one color through 25 years.
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Each chip is one color's index over the chosen period. Multi-year returns are shown per year, with the total underneath. The pill tests the color's monthly returns against all companies: if the gap is more than about two standard errors from zero, it's unlikely to be luck. Select a chip to spotlight it in the spectrum below.
The spectrum
Every company, sorted by hue within its color, placed by its own return.The Pantone portfolio
Every December, Pantone names a Color of the Year. This strategy buys the 5% of listed companies whose brand colors sit closest to it, holds them for that year, and compares them with every company listed at the time.
Distances are measured in the OKLab color space between each brand's colors and Pantone's published screen version of the year's color. Two-color years use whichever is closer. The baskets are equal-weight and rebalanced monthly.
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Every state, ranked
Based outside the US
Headquarters are the business address on each company's SEC filings. Each state is an equal-weight index of the companies based there, rebalanced monthly, using the universe, period, measure and size set at the top of the page. Hatched states have fewer than 3 companies.
Beyond hue
The same companies split by temperature, intensity, darkness, how many colors a logo uses, how readable it is on white, whether it's a crayon color or a designer's shade, and how many other brands share it.
The vector board
Names, tickers, logo shapes, listing dates, the phone keypad. Each vector splits the companies into groups and builds an index for each. The pill compares each group's monthly returns with all companies; with this many vectors, a few will look significant by chance alone, and the tally shows how many to expect.
Moon, Mercury and Manhattan weather
These vectors describe days, not companies. Every S&P 500 trading day since 2001 is sorted into groups, and each group's average daily move is compared. "Held only these days" compounds the S&P's return across just those days. The shuffle test reassigns the same daily returns to random days 400 times.
Test a hunch
Combine colors and vectors. Picks inside one vector widen the basket; picks across vectors narrow it. It starts with purple and orange.
Saved hunches stay in this browser.
Every company
Select a ticker to see every vector it falls into. Colors come from each company's logo; 167 were checked by hand. Click a swatch to correct one. Your edits stay in this browser and move the company into its new color everywhere on the page.