GE - Billy Blue Communication Design

As the Company simplifies its organization and
concentrates its resources in key businesses
to operate with more agility and effectiveness,
it is important that the names used to refer
to the Company and its components succinctly
and accurately communicate the simpler, less
bureaucratic, and more focused nature of GE.
Component Naming Standards 301.02
The Communicative Name “GE”
For purposes of communicating about the
Company succinctly and accurately, we use the
name “GE” instead of “General Electric” because
• The word “General” does not convey the
focused strategy of the Company, nor does the
word “Electric” convey the growing nonelectrical
businesses within GE.
• The name “GE” is more encompassing.
• Use and awareness of the name “GE” is high.
When asked to name worldwide companies in
recent research, two-thirds of respondents who
mentioned the Company used the name “GE.”
Component Communicative Names
Similarly, the communicative names of components
should be simple, clear, and accurate
and free from any word or term that suggests
a complex organizational structure.
Procedure
When making name changes, deletions,
or additions, notify:
Manager – GE Identity
GE Corporate Marketing Communications
Fairfield, Connecticut
GE Identity Program 301, Component Names GE Identity Website: www.ge.com/identity