GSE Lining Technology, a leading global manufacturer and provider of geosynthetic lining products and services, has launched its rebranded identity as GSE Environmental. “Following its recent listing to the New York Stock Exchange on Feb. 10, this rebrand reflects the company’s transition from a multi-regional company to a truly global organisation,” the company says. “GSE is more than just a lining company,” said Mark Arnold, GSE Environmental President and CEO. “What we do matters to the environment, to our communities and to our customers worldwide, and we felt it was time to develop a global brand to reflect that.”The rebranding process began in June 2011 as GSE engaged Houston-based brand experience firm, BrandExtract, to collaborate with employees, clients and partners worldwide in the brand research and development process. The feedback gained throughout the initiative surfaced six key brand attributes that reflect GSE’s new global brand: sustainability, leadership, consistency, collaboration, flexibility and innovation.

GSE’s new brand identity, including the name change, logo and tagline, “Durability runs deep,” were direct results of the research and rebranding process. Additionally, the corporate website was completely redesigned to better represent GSE’s extensive worldwide capabilities, products and expertise.

Originally founded in 1972, GSE has evolved from one product manufacturer to a global provider of geosynthetic lining products and services, playing a crucial role in the protection of the environment and communities worldwide.

“We are a global company with ambitious plans for development, innovation and collaboration with customers worldwide,” said Peter McCourt, Executive Vice President of Global Sales and Marketing at GSE. “We have this extensive manufacturing footprint that allows us to supply projects from multiple sites around the globe at the same time. Historically, GSE has been known as an innovator and a market leader, but now our new brand supports this.” The new brand identity, says the company, “puts GSE in a strong position for continued success after more than three decades of providing integrated systems and solutions for mining operations.”