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With a nod to an LED chip, lighting company Current unveils new brand identity

July 14, 2022  By Anthony Capkun



July 14, 2022 – Lighting company Current (formerly known as GE Current, a Daintree Company) recently unveiled a new identity following its acquisition of Hubbell’s Commercial & Industrial (C&I) Lighting business.

Current’s president & CEO, Manish Bhandari, says the new brand communicates “our shared focus on delivering value to our customers across multiple industries and applications”.

The branding aims to unite the companies under a single identity with the purpose of delivering the “innovation customers require, with solutions that create inspiring, efficient and safe environments”.

“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,” said Current’s Jim Benson.

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Current’s portfolio includes 35 product brands, including the GE brand.


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