GE Additive rebrands as Colibrium Additive, retires Concept Laser and Arcam branding
April 26, 2024
GE Additive has officially relaunched as Colibrium Additive – a GE Aerospace company. As part of the transition, it was also announced that both the Concept Laser and Arcam EBM legacy brands will be retired.
Part of GE Aerospace’s Propulsion & Additive Technologies (PAT) division, Colibrium Additive, formerly GE Additive, was established in 2016 when GE acquired Additive Manufacturing machine makers Concept Laser and Arcam EBM. At the same time, it acquired metal powder producer AP&C, a division of Arcam since 2014.
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“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,” stated Alexander Schmitz, CEO of Colibrium Additive.
The name Colibrium Additive is a portmanteau, incorporating the words collaborative and equilibrium. It is said to reflect the company standing shoulder to shoulder with customers, whilst educating regulators, partnering with academia, and fostering the next generation of AM talent.
“We were ready for a change. GE becoming three standalone companies provided an ideal opportunity to review our corporate identity,” shared 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.”
As part of the relaunch, AP&C has also undergone a minor brand refresh with a new colour palette, a slightly adapted logo and new attribution line, ‘a Colibrium Additive business,’ to align with GE Aerospace’s brand architecture.
