GE Additive has officially been rebranded as Colibrium Additive—a GE Aerospace company. As part of the transition, it was also announced that the Concept Laser and Arcam EBM legacy brands will be retired.
Part of GE Aerospace’s Propulsion & Additive Technologies (PAT) division, Colibrium Additive, previously GE Additive, was established in 2016 when GE acquired additive manufacturing machine makers Concept Laser and Arcam EBM. It also acquired metal powder producer AP&C, a division of Arcam since 2014.
“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 of Colibrium Additive.
The name Colibrium Additive is said to incorporate the words collaborative and equilibrium and reportedly is intended to reflect the company standing shoulder to shoulder with customers, while educating regulators, partnering with academia, and helping advance 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,” 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.”
