Our brand is evolving to express a GE that is transforming industry by connecting machines to data and to people to help our cities run more smoothly, airplanes take off and land safely, and hospitals provide integrated care for healthier communities. We call ourselves a digital industrial because it’s time for big, world-changing machines to be connected so they are safer, faster, and more effective. We're excited because while connectivity benefits many of us, the opportunity to do more is vast. Integrating software with industrial machines at scale to keep planes on time, and bringing electricity to the 1.2 billon people who still don’t have it, will advance the world in a very big way.
We are courageous, optimistic, purposeful, and engaging.
We are unafraid to experiment, or fail.
Alongside our character, our cultural beliefs inform all brand efforts:
- Customers determine our success
- Stay lean to go fast
- Learn and adapt to win
- Empower and inspire each other
- Deliver results in an uncertain world
Evolution over revolution
How we grow and shift our brand is partly dictated by the world around us. We balance being dynamic and relevant with remaining true to our core DNA. As we evolve our business in anticipation of what the world will need, we create brand expressions to match business intent. It is why our brand evolves rather than opts for full-scale reinvention. Our job is to balance legacy with current and future aspirations.
We recognize the Monogram’s ability to signal impact at scale.
Over time, we’ve studied the mark’s visual relevance, especially when entering new markets. We’ve worked with graphic designers and brand experts to update its shape for different form factors, such as CT scanners and mobile screens. Most designers agree it offers a strong, relevant, and distinct visual representation of our brand. Many have commented its hand-drawn and rounded forms make it feel human and agile. Its balance references precision and technical expertise. True to our curious nature, we have explored over 1000 variations over the years to ensure its design is doing everything we need it to do. We attribute its endurance to simple forms evoking the power of human imagination and innovation.
The Monogram has represented GE and our beliefs and actions for practically all of GE’s history, and it will serve us well into our future. For over a century, it has opened doors and helped start meaningful conversations about progress and quality. It has evolved beyond a logo to an enduring and optimistic calling to seek and make the world work better.
Our typeface, GE Inspira, was conceived from the Monogram. Designed in 2004, Inspira was derived from the rounded curves and precise nature of our mark. Its creation was the result of an identified need to establish a stronger and more distinctive visual communication tool for our brand. GE was headed in a new, dynamic direction. In creating our own typeface, we doubled down on an energetic, human, and unique expression. When introduced, the rounded and flowing forms of Inspira caused some to question its open nature. Others felt a breath of freshness and inspiration. For all the early discussion, Inspira has become both widely accepted and appreciated. We evolve the typeface to maintain its usefulness and ensure it remains a robust tool for brand expression. You are now reading type set in Inspira Sans. As we evolved into the digital industrial era, smart phones and tablets became the dominant form of content delivery. We recognized the need to evolve Inspira for small to medium screens and developed this version for widespread use.
Imagination at Work
In early 2002, we undertook an extensive study to better understand ourselves and test our relevance and vitality to others. During our exploration, themes arose around people, curiosity, drive, sweat, and imagination. The result of that work was summed up in an equation created by engineers, marketers, designers, and business leaders working together to express GE’s essence.
“Imagination at work,” our current tagline since 2003, evolved from the brand equation. It highlights people inventing and making substantial contributions in scientific research, manufacturing, and technology. It has always served as a bold message to our teams and announced our priorities to customers, investors, and partners.
We’ve created several taglines over the years, some more outstanding than others. As a set, there is a persistent theme of progress. Additional ideas include quality, optimism, and people. We gather and study these consistent threads when considering our next brand evolution. Besides giving us perspective (and a laugh or two), these threads are thought starters for the conversations where we ask ourselves, “What’s missing in our current brand story?” and “What shift do we make for our brand to be both authentic and ready for the future?” As always, we challenge ourselves to figure out what’s missing and to create it.
1912The guarantee of excellence in goods electrical
1915Largest electrical manufacturer in the world
1920sInitials of a friend…GE
1930sLive better electrically
1940sYou can put your confidence in General Electric
1950sWe’ve got a patent on progress
1960sProgress for people
1970sProgress is our most important product/Men helping man
1980sWe bring good things to life
2003Imagination at work