New advertising design raises profile of Glasurit premium brand

Is there anyone who doesn’t know it – the Glasurit parrot? Since 1924 the colourful bird has been the trademark of Glasurit and stands for premium quality automotive refinish paints all over the world. Now, the Glasurit brand’s premium character is to be highlighted even more intensively, worldwide, by means of a new design.

The creative solution for this comes from Euro RSCG Düsseldorf advertising agency. The Euro RSCG team’s key idea is to combine the supporting pillars of the Glasurit trademark design, that is premium quality and the parrot trademark itself with superbly painted cars. At the same time, sensuous movement is conveyed by depicting the parrot beating its wings to create the gloss in the paint.

Glasurit’s previous trademark design had served the company well for nearly 15 years. As the product range grew and saw increasing internationalisation, the design was repeatedly adapted to match the new requirements, thus causing the brand image to inevitably lose some of its clarity and sharpness. Julia Brinker, responsible for Glasurit’s brand identity, consequently commissioned the internationally reputed Euro RSCG agency in Düsseldorf to develop a new design. Simultaneously, Corporate Werbeagentur, the advertising agency BASF normally works with in Münster, remained in charge of adapting the brand design to country-specific peculiarities in day-to-day business.

The new corporate image was to be more modern and dynamic, but also internationally comprehensible and applicable. It was to make the brand identity consistent around the globe and to identify the Glasurit brand as a premium brand.

Euro RSCG has developed advertising motifs relating to all of Glasurit’s core fields of operations, ranging from general image advertisements to the areas of bodyshop consultancy and commercial vehicles. They even include an advertising motif for vintage car aficionados, the only field in which Glasurit is also involved in communication directly addressing the consumer with its Classic Car Colors system.

The visual language of these motifs is dominated by dynamics and the premium character of the brand, the text highlighting the ideas of efficiency and customer benefit. These aspects are also made clear by a slogan that even the old trademark design expressed quite concisely: ProFit with Glasurit. It points out that Glasurit products and services are not only of premium quality, but can also help bodyshops to work more efficiently, to earn more money and to remain ahead of their competitors.

The Euro RSCG team consisting of Matthias Marstaller (counselling) and Oliver Hilbring (creative work) has created many variations on the design for numerous communication media, ranging from advertisements to “Glasurit express”, the company’s international customer magazine.

For the adaptation of the design to the company’s day-to-day business worldwide, Julia Brinker enlisted the collaboration of the Corporate Werbeagentur’s general manager and creative mind, Martin Heppner. In the last 10 years, his agency has designed innumerable advertising media for Glasurit and is above all responsible for “Glasurit express”.

After a year’s work, Julia Brinker is more than satisfied with the results: “The new design looks elegant, is easy to use, and will absolutely do justice to our positioning as an internationally successful premium brand.”