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Current Officially Launches New Brand Identity at LightFair 2022

June 23, 2022
The Current lighting portfolio includes dozens of brands that had formerly been part of GE and Hubbell.

Current (formerly GE Current, a Daintree Company) has unveiled a new brand identity following its acquisition of Hubbell’s Commercial & Industrial (C&I) Lighting business, according to a company press release. Current said in the release that the enterprise brand — which was formally introduced at LightFair 2022 this week —unites the companies under a single identity with one purpose: To deliver the innovation customers require, with solutions that create inspiring, efficient and safe environments.

Manish Bhandari, Current’s president and CEO, said in the release, "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."

"Our new logo, with a subtle nod to the shape of an LED chip, speaks to our 140 plus 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 of 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."

Current's portfolio includes 35 product brands, including lighting products produced under the iconic GE brand and the diverse C&I branch portfolio that was part of Hubbell’s lighting division.