New Branding for Current™
June 21, 2022
South Carolina-based Current™ (formerly GE Current, a Daintree Company) has unveiled a new brand identity following the historic acquisition of Hubbell’s Commercial & Industrial (C&I) Lighting business. The new enterprise brand – introduced at LightFair – unites the companies under a single identity with the goal of delivering the innovation customers require with solutions that create inspiring, efficient, and safe environments.
“We have taken a major step forward in bringing these two businesses together to provide our customers with the industry’s most expansive and versatile portfolio of lighting and controls solutions,” explains Manish Bhandari, President & CEO of Current. “Our new brand reflects this boldness and versatility while communicating our shared focus on delivering value to our customers across multiple industries and applications. Our purpose is to make a difference for the planet and people’s lives with advanced lighting and intelligent controls. This ethos is also fully embodied in our ‘Always On’ tagline.”
According to the company, Current products dramatically improve lighting quality, reduce energy demand to support cleaner air, and have become synonymous with reimagined physical spaces. The new Current further emphasizes an innovative new product-based organization that focuses on bringing customers the best possible range of novel approaches and technologies. Current’s portfolio includes 35 leading brands – including the iconic GE – each offering a unique value proposition.
“Our new logo, with a subtle nod to the shape of an LED chip, speaks to our 140+ years of delivering innovation. The nesting circles and squares evoke the balance and synergy of artistry and technology embodied in lighting and controls and symbolizes the company’s ability to innovate and scale quickly,” says Jim Benson, VP/Enterprise Marketing and Communications. Perhaps most importantly, it suggests illumination, moving out from a central source representing the focus of all we do: our customer.”
