GE Additive rebrands as Colibrium Additive

GE Additive is relaunching as Colibrium Additive – a GE Aerospace company.

Part of GE Aerospace’s Propulsion & Additive Technologies (PAT) division, Colibrium Additive, formerly GE Additive, was established in late 2016. Today, it’s a manufacturer of industrial metal 3D printers, metal powders, and provider of services for a growing installed base of customers across all industrial sectors.

Colibrium Additive is a coined name, incorporating the words “collaborative” and “equilibrium,” and reflects the company’s expertise, standing with customers on their additive journey, and delivering reliable and scalable manufacturing outcomes for them.

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

Colibrium Additive’s new name also reinforces the company’s approach leading the additive industry from the front – 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.

GE reorganized as standalone entities effective April 2, 2024: medtech company GE HealthCare, energy company GE Vernova, and GE Aviation officially becoming GE Aerospace.

As part of the Colibrium Additive brand transition, 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, 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.

As part of storytelling efforts to introduce and establish the Colibrium Additive brand, a global, 360º marketing campaign “A New Future” will run from May 1, 2024 until the end of December.

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

Colibrium Additive partnered with Interbrand on the rebrand, including naming and logo development.