GE Additive Rebrands as Colibrium Additive

GE Additive is changing its name to Colibrium Additive — a GE Aerospace company. The company is part of GE Aerospace’s Propulsion & Additive Technologies (PAT) division, and was established in late 2016. The company says it aims to be a trusted partner and manufacturer of industrial metal 3D printers, metal powders and provider of services for a growing installed base of customers across all industrial sectors.

“While we are changing our name, we maintain our unwavering focus on our customers, quality and reliability. We will continue to lead the additive manufacturing industry from the front and positively disrupt it,” says Alexander Schmitz, CEO, Colibrium Additive.

Colibrium Additive is a coined name, incorporating the words “collaborative” and “equilibrium.” The company says the name is meant to reflect its expertise working with customers every step of the way on their additive journey, and delivering reliable and scalable manufacturing outcomes for them.

The new name is also designed to reinforce the company’s leadership in the additive industry be that educating regulators, partnering with academia and fostering the next generation of additive talent. It also aims to offer trusted, balanced viewpoints and pragmatism as the industry evolves and experiences change.

“We were ready for a change. GE becoming three standalone companies provided an ideal opportunity to review our corporate identity,” says Shaun Wootton, head of communications at Colibrium Additive. “Our new name and brand identity are both modern and dynamic. Both were designed to reflect our focus and company values, the pace of change in the additive industry, while accruing to GE Aerospace’s overall brand identity.”

Retiring Concept Laser and Arcam EBM brands

As part of the brand transition, both the Concept Laser and Arcam EBM legacy brands will be retired. Originally, the names of the two companies acquired by GE in November 2016 to form GE Additive — Concept Laser and Arcam EBM — have most recently been used as product brands for Colibrium Additive’s printer portfolio.

AP&C Brand Refresh

AP&C, Colibrium Additive’s powder business, based in Montreal, Canada, has also undergone a minor brand refresh with a new color palette, a slightly adapted logo and new attribution line, “a Colibrium Additive business” to align with GE Aerospace’s brand architecture.

Brand Marketing Campaign

As part of the efforts to introduce and establish the Colibrium Additive brand, a global marketing campaign “A New Future” launched on May 1 and will run until the end of December. Initially, the campaign will focus on the additive trade media and LinkedIn, before extending across other media platforms and channels.

As part of the brand rollout, Colibrium Additive has also launched a new website, which will evolve over the coming months, and will be localized into German. Similarly, AP&C’s websites will be refreshed and relaunched at the same time.