GE - Billy Blue Communication Design

One of the goals of the GE Identity Program is
to present GE to all audiences in a more accurate,
contemporary, and consistent manner. The list
of communicative names for GE businesses at the
right shows one way in which this is being achieved.
The names are accurate, contemporary, and
consistent:
• For each key business, “GE” is combined with
a simple, easily understood term describing the
major competence of the business.
Note: A secondary name is used only if the
primary name does not adequately describe a
specific business. For example,
-a subcomponent of GE Aircraft Engines uses
the name “GE Marine & Industrial Engines”
for greater clarity
-a unit of GE Plastics uses the name “GE Silicones”
to best describe its competency
• The Company communicative name, “GE,”
does not include the misleading connotation
“Electric,” which pertains to only a few of the
Company’s key businesses. Also, no organizational
names (such as division or group) are used.
• The names of key businesses and a limited
number of subcomponents are used in permanent
media to broaden awareness of GE’s
diversity. Research has shown that people generally
have not known what GE does and have been
unaware that the Company participates in many
industries. Instead, people have tended to associate
GE primarily with appliances and lighting.
• These names are combined with the Monogram
in a contemporary environment—the graphic
signature—with the Monogram in the classic
Platinum Grey, underlined by the red Laser Line.
This presentation gives each business the values
of quality and reliability for which the Monogram
is widely recognized, while adding an element
of excitement.
• The Monogram and the communicative names
are applied in all media in a consistent manner
by all GE businesses. This ensures maximum
recognition and helps protect the GE brand as
a powerful marketing tool.
Communicative Names
of GE Businesses
Key Businesses
GE Aircraft Engines
GE Appliances
GE Capital Services
GE Global eXchange
GE Lighting
GE Medical Systems
GE Industrial Systems
GE Plastics
GE Power Systems
GE Specialty Materials
GE Supply
GE Transportation Systems
GE Identity Program 301, Component Names GE Identity Website: www.ge.com/identity
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