Celebrating 30 Years of RUD PINK

Why are RUD Chains Pink?

• Introduction of the first chain system in quality class 10 (grade 100)
• The pink colour maintains a leading market position 30 years later
• Temperature-related colour changes serves as a reliable heat indicator

The unique pink colour of RUD products has always sparked many a conversation about its significance. The decision to paint RUD chains pink in 1994 was prompted by RUD’s technological innovation. RUD became the first supplier to introduce their quality class 10 (grade 100 chain) marking a huge milestone in the industry. To ensure this innovation would stand out from the crowd, the bright RUD pink was chosen.

Why pink? At the time, pink represented progressiveness, the fast-forward-thinking attitude that RUD wanted to convey. At first the colour was met with a lot of scepticism, but today, the colour is widely associated among customers and within the lifting industry with RUD chains.

Beyond branding, the pink coating serves a practical and safety purpose. When exposed to high temperatures, the coating acts as a visual cue, changing colour to alert users when the chain has exceeded safe temperature limits. The transformation from pink to brown, and subsequently to black, signals the chain is no longer safe to use and needs replacing. An exceptional safety feature to the user and industry.

Hermann Kolb, the head of RUD’s Lifting and Lashing Equipment Division in Aalen, reflects on this journey with pride. Despite initial mixed reactions, the decision to go pink has been a resounding success, offering both a marketing and branding edge and a functional benefit.

What began as a bold design choice in 1994 has turned into a symbol of innovation and reliability for RUD Chains. The distinct pink of their lifting and lashing equipment not only offers a unique branding advantage but also serves as an innovative safety feature, enhancing RUD’s reputation as a leader in the industry.

This pioneering approach has firmly established RUD’s market presence and is set to shape its product line for many years to come.