A new chapter for GE Additive begins, as Colibrium Additive

The company we all know as GE Additive will now pursue its AM journey as Colibrium Additive – a GE Aerospace company.

The rebranding occurred after GE split into three public companies earlier this month: GE Aerospace, GE Vernova and GE HealthCare. Each of them will now operate as a standalone company and as you can see by the end of its name, Colibrium Additive’s operations will be supported by the former.

“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,” reassures Alexander Schmitz, CEO, Colibrium Additive.

Why “Colibrium”?

If the word “Additive” in “Colibrium Additive” obviously reflects the focus on Additive Manufacturing, Colibrium is a word that will not easily ring a bell to anyone hearing it for the first time. Yet, the portmanteau word reflects the company’s vision in the industry.  By combining the words “collaborative” and “equilibrium,” the company aims to convey a sense of “togetherness” every step of the way on its customers’ AM journey.

Beyond this approach, the words “Colibrium Additive” aim to reinforce the company’s approach with regards to educating regulators, partnering with academia, and fostering the next generation of additive talent.

“We were ready for a change. GE becoming three standalone companies provided an ideal opportunity to review our corporate identity,” said 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,” he added.

What does it mean for other brands?

If you knew GE Additive’s portfolio, you were probably familiar with the Concept Laser and Arcam EBM brands. Since the acquisition of the two companies that enabled GE to launch its AM business in 2016, the two brands have mostly been used as key products for Colibrium Additive’s printer portfolio.

As for AP&C, the company’s powder business, based in Montreal, Canada; it has 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.

Discover more about Colibrium Additive here.

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