GE Additive is undergoing a transformation, emerging anew as Colibrium Additive – an entity within the GE Aerospace fold.
Forming part of GE Aerospace’s Propulsion & Additive Technologies (PAT) division, Colibrium Additive, formerly known as GE Additive, was established towards the end of 2016. Today, it stands as a trusted ally and producer of industrial metal 3-D printers, metal powders and services for a burgeoning clientele spanning various industrial sectors.
The moniker “Colibrium Additive” is a fusion of “collaborative” and “equilibrium,” encapsulating the company’s commitment to standing alongside customers throughout their additive journey, delivering dependable and scalable manufacturing solutions.
This rebranding signals Colibrium Additive’s proactive stance at the forefront of the additive industry, engaging with regulators, partnering with academia, and nurturing the next wave of additive talent. As a stalwart in the additive sector, the company pledges to continue offering reliable, balanced perspectives as the industry navigates through evolution and change.
“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.
As part of this brand overhaul, both the Concept Laser and Arcam EBM legacy brands will be retired. Originally, these names belonged to the two companies acquired by GE in November 2016 to form GE Additive, and they have since served as product brands for Colibrium Additive’s printer range.
Furthermore, AP&C, Colibrium Additive’s powder business headquartered in Montreal, Canada, has undergone a subtle brand rejuvenation, featuring a new colour palette, a slightly tweaked logo and an updated attribution line, “a Colibrium Additive business,” aligning with GE Aerospace’s brand framework.
