One hundred years ago, the scarlet macaw became part of the protected Glasurit logo and the face of the Glasurit brand. On March 18, 2025, Glasurit celebrated the 100th birthday of the red macaw - and just before the International Day of Color, Glasurit is launching the "100 Colorful Years" campaign worldwide with exciting promotions and events to bring customers and employees together around the globe.
With the "100 colorful years" campaign, Glasurit honors its proud heritage of innovation, sustainability and premium quality in automotive refinishing.
"Join us as we celebrate Glasurit's 100 colorful years and honor our beloved macaw, also known to many as Rudi, as a symbol of our brand's rich history. This milestone underscores our commitment to excellence and innovation," said Hendrik Franke, Managing Director Automotive Refinish Germany. "Going forward, we remain committed to shaping the industry with sustainable solutions and digital advancements to increase our customers' efficiency."
The pulsating journey begins
In 1925, the Macaw became the new face of Glasurit, chosen for its bold, bright colors that perfectly represented a revolutionary era of colorful, sprayable nitrocellulose paints. This macaw symbolized not only the wide variety of shades, but also Glasurit's commitment to innovation and the pursuit of perfection.
Over the years, the scarlet macaw has always accompanied Glasurit and numerous milestones have been achieved. These include the launch of the successful Series 90 waterborne paint system in 1992, the introduction of the global online knowledge platform RATIO Concept in 2000 and the global launch of the Glasurit Series 100 and AraClass in 2020, which cemented the company's reputation as a global industry leader. With the introduction of the Refinity digital platform, Glasurit has set a new standard in the industry, offering body and paint store management and helping to increase profitability and efficiency.
Today, the Glasurit Macaw continues to symbolize Glasurit's unique commitment to productivity, sustainability and premium quality. Wherever the next 100 years take us, the parrot will continue to inspire excellence in every coat of Glasurit products.
