10 / 14

Yves Klein: “A fantastic example of the color effectively becoming the art. Klein was a master at branding and actually managed to trademark a color,” says Pettersson. As for their own color philosophy, he says “We only use color if we feel it’s necessary. It’s some version of minimalism. The form often becomes less visible if you use a strong color, so if it doesn’t need a bright red, why use it?”