white 1 noun, adjective; whit·er, whit·est

1. of the color of pure snow, of the margins of this page, etc.;reflecting nearly all the rays of sunlight or a similar light.

The nature of white is impossible to pin down.  It is a deeply nuanced color.  The countless shades of white are uniquely versatile; capable of being both subtle and striking, crisp and soft, modern and classic.  White is boundless, and timeless.  Forever clean, fresh, and full of potential.

“White is not a mere absence of color; it is a shining and affirmative thing, as fierce as red, as definite as black…”  ~G. K. Chesterson