World's largest manufacturer of daylight fluorescent pigments DayGlo Color Corp. has unveiled a new brand identity that symbolizes the company's forward-thinking business transformation and reiterates its commitment to enhancing color for customers. 

The new brand icon, known as the Color Burst, perfectly encapsulates DayGlo's commitment to being a reimagined company that can create new possibilities. The Color Burst symbolizes the dynamic science of fluorescent color through the activation of photons in a precise, engineered style.

Following the appointment of Cathie McKinley as President in 2019, DayGlo began implementing process improvements across all business operations, from manufacturing and procurement to customer service and R&D.

"The transformation at DayGlo began by looking at our customers, their markets and how we can support their businesses," McKinley said. "Ultimately, we strive to be a company that's easy to work with, making us an ideal partner for future collaborations. This rebranding, much like our pigments, is dynamic and captures how our color is a catalyst to inspire and create new possibilities for ourselves and our customers."

In order to meet customer demand, the company has made investments to expand manufacturing capacity at its Cleveland-based headquarters. DayGlo has also broadened its product offerings to include more sustainable products, most notably with the launch of the Ezentus and Elara product lines.

Ezentus is a new class of formaldehyde free, high-performance fluorescent pigments.

DayGlo also developed its third generation of FDA-compliant fluorescent colorants for cosmetics and personal care through its Elara product line. Elara colorants can be used in oil-based solvent or water-born formulations and employ a revolutionary new thermoset polymer that is resistant to the solvents commonly employed in nail enamels and hair sprays. This colorant performs well in all types of personal care products, including makeup, lip gloss and lip sticks, lotions and soaps, face paint, temporary hair color, and nail lacquer.

DayGlo has also developed pigments suitable for polyolefins for injection molding, blow molding and rotational molding, as well engineering resins, plastisols and vinyl resins. These pigments offer excellent dispersion, heat stability and improved lightfastness in plastic applications such as product packaging, children's toys and safety equipment.

"Operational process improvement has been central to leading and supporting our ability to grow as a business," McKinley said. "We truly come to work every day with vivid imaginations to rethink how color can excite and enhance our lives with breakthroughs for brands and businesses. At DayGlo, we are the embodiment of color expression. We're excited to unveil our new brand that matches our brightest and boldest ideas for customers."