The Pantone Matching System (PMS) assigns a name or a number for virtually any shade of any color. They also break this down into two areas of coated (shiny) and uncoated (dull). Any PMS color can be matched by most suppliers for a fee unless they are printing in 4 Color Process (4CP). The 4 colors used in 4CP are Cyan, Magenta, Yellow and Black (K is for Black). The new PMS books are great because I can look at a PMS color as it will look when printed in a spot color by itself which is a match but to the right of it will be how that color would look when printed in 4CP. Most color photos printed on magazines are printed in 4CP. Many promotional products like a screen printed T-Shirt that has individual colors (without halftones or photos) are printed one color at a time with spot colors. If you want to consistently brand your company colors it would be wise to assign a PMS color to each color in your logo and then have all of your collateral advertising and marketing materials printed in the same colors. Consistency is key and as they say in Hollywood "Image is Everything". Here is a link to a website that shows the PMS colors but I would not trust the colors shown as they vary from computer monitor to monitor . . . http://www.fmrincorporated.org/misc/PColorChart.pdf .