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Glasurit celebrates 100 years of Ara
A hundred years ago, the scarlet macaw became part of the trademarked Glasurit logo and the face of BASF's Glasurit paint brand.
Glasurit celebrates 100 years of Ara
On March 18, 2025, Glasurit celebrated the 100th birthday of the scarlet macaw and launched the global “100 Colorful Years” campaign with exciting promotions and events for customers and employees around the globe. “Join us in celebrating our beloved Macaw, also known to many as Rudi, as a symbol of our brand’s rich history,” said Chris Titmarsh, Senior Vice President, Global Automotive Refinish Coatings at BASF. In 1925, the Ara became the new face of Glasurit, chosen for its bold, bright colors that represented a revolutionary era of colorful, sprayable nitrocellulose paints. Over the years, the feathered trademark accompanied the introduction of numerous innovations. These include the introduction of the Series 90 water-based paint system in 1992, the global online knowledge platform for body and paint shops Ratio Concept in 2000 and the global launch of the Glasurit Series 100 and AraClass in 2020. With the introduction of the digital platform Refinity, Glasurit offers its customers a new standard for the management of body and paint shops.