Target has added another red to its palette

Target takes its colors extremely seriously.

The retailer's iconic red, additionally known as Pantone 186, is a vibrant, extremely soaked shade that makes its bullseye logo remain out in a crowd. It's a color that catches the eye on subway platforms and suburban buying centers alike.

A new employee-only row of apparel, designed in collaboration alongside Isaac Mizrahi, is dubbed Collection 186. And two decades ago, Target bought all the ad area in an matter of The New Yorker and asked the magazine's illustrators to activity lone in black, white, and red.

But whenever Target remodeled its SoHo location in New York final year, using the trademark red for nearly all component of the store's entrance proved to be a bit much.

"It was fair a small too overpowering, so our scheme squad brought in this color that we're now calling Cherry Stain to benevolent of assistance balance out all of the red," Target's chief brand authoritative Michelle Mesenburg told Business Insider during an exclusive shop tour final week. "It has now rotate into part of our IP color palette at Target."

While the new Cherry Stain color appears on multiple fixtures in the SoHo store, it is additional prominently seen as the authoritative shade of the newly launched Beauty Studio department, which the retailer is rolling out in stores this year.

It's a calmer, additional inviting hue that the two complements the chief red and serves as an substitute whenever the bullseye shade power arrive off a bit too hot.

The business is now using the shade in additional contexts, including several Target logos that now appear as a blend of the Pantone 186 and the new Cherry Stain, fairly than the traditional red and white.

"It's a caller chapter," Mesenburg said. "We're pulling elements of what we're learning current [in SoHo]. It may not translate exactly one-for-one, but the power is coming into the complete chain."