The Coinbase Exchange is a staple in the virtual currency industry and a product of the company with the same name, Coinbase.
At least it was, they plan on re-branding to an acronym. They will soon be self-titled as GDAX which is short for the “Global Digital Asset Exchange" so that they can offer other currencies. We suppose with all of these "other" currencies called "coins", the "coin" in "Coinbase" just wasn't apparent enough so now they will be the ultra-clear and descriptive: G-D-A-X
“In addition to better highlighting the exchange that Coinbase is becoming we’re rebranding as GDAX, which stands for Global Digital Asset Exchange.That doesn’t mean we’re going to add 15 new currencies over the coming weeks, but we’re paying attention.” - Adman White, Coinbase
There's a logo too. It's weird as well.
So be prepared, the Coinbase exchange will now be the awkward and unpleasant GDAX which sounds like a laxative for senior citizens and at least one other coin, Ether, may soon find its way for sale on the exchange formerly known as the Coinbase Exchange. Given Ether's performance of late, it is unlikely that was a deciding factor.