GE - Billy Blue Communication Design

Why was the
GE Identity Program
created?
Why?110.02
The Company’s identity—our name, trademarks, and graphic presentation—
is one of our most valuable assets. As the most visible representation of our Company,
the GE identity is an important tool we can use to shape the perceptions of our
customers, investors, and employees. Therefore, it is critical that we leverage this asset
for competitive advantage today and protect it for the future.
It is for these two purposes—leverage and protection of a valued asset—
that the GE Identity Program exists.
This program is the product of an exhaustive reexamination of the Company’s image
and identity and related practices. This analysis began with extensive interviews in 1986
among customers and employees throughout the world and concluded with three key
objectives:
Analysis
• The name “GE” and the Monogram are universally recognized.
• The breadth of the Company’s diversity has increased in recent years
as a result of growth and acquisitions.
• GE is primarily associated with appliances; the Company’s diversity
is not generally understood.
• The name “General Electric” is inaccurate as the Company’s businesses
are no longer predominantly “electrical.”
• GE has one of the best reputations among major corporations;
the Company’s goodwill is high.
• The basic strength of the Company’s image is its reputation for reliability
and quality.
• The Company is not perceived to be as innovative and dynamic as, in fact, it is.
• GE’s use and application of design and graphics has not been systematized,
leading to
-a fragmented and outdated presentation of the Company’s identity
- wide variation in quality
• The GE identity is a highly valuable asset, benefiting its businesses and affiliates.
GE Identity Program 110, Program Overview GE Identity Website: www.ge.com/identity
Program Objectives
• Broaden awareness
of GE’s diversity
so that people have a
more accurate perception
of the Company.
• Maintain GE’s image
of reliability and
improve perception
of its innovation and
dynamism.
• Unify GE’s identity
through a consistent and
high-quality application
of contemporary program
standards throughout
the Company.