GB Connections is now GBC.
As our evolved brand rolls out, you’ll begin seeing the GBC name, new logo and visual identity across our communications, technical materials, business documents and other touchpoints.
While the way we represent our company is changing, GBC remains the same company, with the same ownership, people, relationships and commitment to engineering excellence, quality and responsive service.
You may continue to see the GB Connections name on some older materials as we work through the transition, but new materials will increasingly reflect GBC.
Read the Full Brand Announcement →
Find information specific to how you work with GBC below: what changes you can expect to see and what we'll ask of you as we transition to this new name and brand.
Distributors
What you’ll see changing
- GB Connections is now officially GBC.
- Business documents will begin reflecting GBC. Invoices, purchase orders and other documents may carry the GBC name, new logo and formats.
- New GBC brand assets will replace previous GB Connections logos and identity materials.
- You’ll see GBC communicate more clearly about the broader role our engineering expertise, partnerships and capabilities play in helping customers move forward.
- Data sheets and technical materials are being updated to reflect the GBC brand and current information.
- Product naming and stenciling will evolve separately, and GBC will provide additional information and guidance as those changes are introduced.
What isn’t changing
- Ownership has not changed.
- You’re working with the same company, people and team.
- Our commitment to engineering excellence, quality and responsive support remains.
- Existing contracts, agreements and other arrangements remain in place.
- Our ordering process is not changing as part of the brand transition.
- Our products and pricing are not changing as part of the brand launch.
- Technical resources will remain in the same areas of our website for now.
What we’re asking you to do
- Access data sheets directly from the GBC website whenever you need them rather than relying on previously saved copies. This helps ensure your team is always working with the most current information.
- If your website or promotional materials reference GB Connections, update those references to GBC.
- Use current, approved GBC logos and brand assets rather than recreating or modifying them.
- Continue working with your GBC contacts, as you do today, for questions, support or additional information.
- Contact your GBC representative if you need updated brand assets.
If your customers ask about the change…
The simplest message to reinforce is:
- GB Connections is now officially GBC.
- It is the same company, ownership, people and relationships.
- The evolved brand better reflects the engineering expertise, partnerships and broader value GBC provides today.
End Users
What you’ll see changing
- GB Connections is now officially GBC.
- You’ll begin seeing the GBC name, new logo and visual identity across our website, communications, technical materials and other company touchpoints.
- We’re reviewing and updating data sheets and technical documentation to reflect the GBC brand and current information.
- You’ll see GBC communicate more clearly about the broader role our engineering expertise, partnerships and capabilities play in helping customers move forward.
- Product naming and stenciling will evolve separately, and GBC will provide additional information and guidance as those changes are introduced.
What isn’t changing
- You’re working with the same company, people and engineering team.
- Our commitment to engineering excellence, quality and responsive support remains unchanged.
- The brand launch does not change the products you use today.
- Technical resources will remain in the same areas of our website for now.
What we’re asking you to do
- Access technical information directly from the GBC website rather than relying on previously saved copies so you’re working from the current version. This helps ensure you’re working with the most current information.
- Continue working with your GBC contact as you do today for technical questions, application support or additional information.
Mill & Manufacturing Partners
What you’ll see changing
- GB Connections is now officially GBC.
- References to GB Connections will increasingly transition to GBC, including across our website, communications and partner materials.
- We're reviewing and updating data sheets and technical documentation to reflect the GBC brand and current information.
- Product naming and stenciling will evolve separately, and GBC will provide additional information and guidance as those changes are introduced.
What isn’t changing
- You’re working with the same company, people and team.
- Our commitment to engineering excellence, quality and responsive support remains.
- The name and visual identity change does not alter your existing responsibilities, agreements or working relationship with GBC.
- There has been no acquisition, merger or ownership change.
- Technical resources will remain in the same areas of our website for now.
What we’re asking you to do
- Access technical information directly from the GBC website rather than relying on previously saved copies so you’re working from the current version.
- If your website or promotional materials reference GB Connections, update those references to GBC.
- Use current GBC brand assets when representing our company.
- Continue working with your GBC contacts as you do today for questions, support or additional information.
- Contact your GBC representative if you need updated logos or other assets.
Running Services Partners
What you’ll see changing
- GB Connections is now officially GBC.
- You’ll begin seeing the GBC name, new logo and visual identity across communications, technical materials and other touchpoints.
- You’ll see GBC communicate more clearly about the broader role our engineering expertise, partnerships and capabilities play in helping customers move forward.
- We're reviewing and updating data sheets and technical documentation to reflect the GBC brand and current information.
- Product naming and stenciling will evolve separately, and GBC will provide additional information and guidance as those changes are introduced.
What isn’t changing
- You’re working with the same company, people and team.
- Our partnership and commitment to disciplined execution, quality and dependable field performance remain the same.
- Technical resources will remain in the same areas of our website for now.
What we’re asking you to do
- Access technical information directly from the GBC website so you’re working from the most current version, not a previously saved copy.
- If your website or promotional materials reference GB Connections, update those references to GBC.
- Use approved GBC logo files and brand assets rather than recreating or modifying them.
- Continue working with your GBC contacts, as you do today, for questions, support or additional information.
- Contact your GBC representative if you need updated assets.
If customers or field personnel ask about the change…
You can confidently reinforce:
- GB Connections is now officially GBC.
- It’s the same company, people and relationships.
- The brand has evolved to better represent who GBC is today.
If you receive a question you can’t confidently answer, please contact your GBC representative rather than speculate.
Thread, Repair & Accessory Partners
What you’ll see changing
- GB Connections is now officially GBC.
- You’ll begin seeing the GBC name, new logo and visual identity across communications, technical materials and other company touchpoints.
- We're reviewing and updating data sheets and technical documentation to reflect the GBC brand and current information.
- Product naming and stenciling will evolve separately, and GBC will provide additional information and guidance as those changes are introduced.
What isn’t changing
- The company has not been acquired and ownership has not changed.
- You’re working with the same company, people and team.
- Our partnership and commitment to quality, consistency, and craftsmanship remains.
- Technical resources will remain in the same areas of our website for now.
What we’re asking you to do
- Continue accessing technical information directly from our website. As materials are updated, using the online source will help ensure you’re working from the most current version.
- If your website or promotional materials reference GB Connections, update those references to GBC.
- Use approved GBC logo files and brand assets rather than recreating or modifying them.
- Continue working with your GBC contact, as you do today, for questions, support or additional information.
- Contact your GBC representative if you need updated assets.
If you receive questions about the change…
The simplest response is:
- GB Connections is now officially GBC.
- The company has not been acquired or changed ownership.
- It’s the same team and the same commitment to quality and partnership, represented by an evolved brand.
For questions beyond the information provided here, please contact your GBC representative.
Have Questions?
If you have questions about the GBC brand transition or what it means for your organization, please contact your GBC representative.
While our name and look are changing, what matters most isn’t: the expertise, partnerships and commitment that have always defined GBC.