Narrative on GE's brand

1. AT GE, SOMEDAY IS TODAY

2. OUR MISSION
We are GE.
We are 300,000 people operating in 175 countries.
We work as one company to invent the next industrial era.
And create things that build, move, power, and cure our world.

3. A RELENTLESS QUEST
FOR PROGRESS.
It is the very fiber of our DNA.

4. GE HAS REVOLUTIONIZED
AND DEFINED MODERN
PRODUCTIVITY.
1892: It all started with the light bulb.

5. 1942: GE’s engineers launched America into the Jet Age.
BUILT THINGS THAT OTHERS COULDN’T.

6. AND DELIVERED OUTCOMES
THAT TRANSFORMED THE WORLD
AT A PERSONAL LEVEL.
1971: GE opened a new frontier in medicine with our MRI technology.

7. A WORLD THAT’S CONSTANTLY
REINVENTING ITSELF
IS A WORLD WHERE
GE THRIVES.
No one reinvents like we do.
No one bridges minds and machines like we can.
No one is more capable of continually driving simplicity at scale.
No one is better poised to deliver the promise of the Industrial Internet.

8. CORE BELIEFS
We keep our legacy in motion
by living our core beliefs.

9. We develop deep relationships and
deep empathy that fosters trust,
true partnerships, and repeat business.
CUSTOMERS
DETERMINE
OUR SUCCESS.

10. WE STAY LEAN
TO GO FAST.
We keep focused on what matters most.
We constantly ask ourselves:
Is there a faster, simpler, or better way?

11. WE
LEARN
AND
ADAPT
TO WIN.
We’re not afraid to experiment or to fail.
We are entrepreneurs at scale, learning,
creating, and changing the game.

12. WE EMPOWER
AND INSPIRE
EACH OTHER.
We’re here to do the best work of our lives
together. We speak up, challenge the status
quo, and act with speed and integrity.

13. We dream big, play to win, and make radically
big bets that others won’t. While others wait
for tomorrow, we take action.
WE DELIVER
RESULTS IN
AN UNCERTAIN
WORLD

14. WE WORK ON WHAT MAT TERS
From power plants to airports, GE creates, finances, and builds
the infrastructure that keeps our world going strong.

15. THE WORLD’S
FIRST POWER
PLANT
that runs on sugar cane.
100 MILLION
GALLONS
of wastewater recycled
for irrigation, every single day.
A SMART
CITY GRID
that reduces C02 emissions
by the gigaton.

16. PLANES
that manage their own
maintenance, so passengers
take off on time.
LIGHTING
that makes cities brighter
in the Wink of an app.
LOCOMOTIVES
that travel from farm to table
on data-driven, fuel-efficient
cruise control.

17. SOFT WARE
that gives doctors the clarity
and connectivity to make vital
decisions wherever they may be.
SMART
CAPITAL
GLOBAL
HEALTHCARE
INNOVATION
that nurtures our next
generation
that provides financing and GE
know-how for tomorrow’s growth

18. WHAT MAT TERS NEX T
We continue to win by...

19. GROWING
THE BEST
LEADERS
IN THE
WORLD
We invest $1 billion a year in training and education.
Our world-renowned global leadership training makes
us the #1 company for leaders.

20. LEARNING AND SHARING
ACROSS OUR TEAMS
AND WITH CUSTOMERS
We cross cultures, industries, and expertise to build
deeper relationships and deliver 360-degree solutions.

21. INVENTING
THE FUTURE IN
THE WORLD’S
BEST INDUSTRIAL
LABORATORIES
We prototype and build parts and products many
believed impossible using advanced manufacturing
techniques at our seven Global Research Centers.

22. BUILDING
ESSENTIAL
TECHNOLOGY
IN THE WORLD’S
SMARTEST
FACTORIES
With our Predix software platform,
we bridge the physical and analytical worlds
better than any company in the world.

23. CHANGING AHEAD
OF A CHANGING WORLD
We think ahead with Ecomagination, and adapt quickly
to meet the world’s need for safer, reliable, and more affordable energy.

24. GE IMAGINES
things others don’t, builds things others can’t,
and delivers outcomes that make the world work better.

25. “WE INVEST IN PEOPLE.
WE DEMAND PERFORMANCE.
WE MOVE PEOPLE THROUGH
EXPERIENCES WHERE THEY
CAN LEARN AND IMPROVE...
OUR SUCCESS IS PROVEN
BASED ON WHERE THESE
PEOPLE GO.”
- JEFF IMMELT, CEO

26. Our single brand ties together our diverse businesses,
offerings, and capabilities. A united GE provides
clarity to the world of our expertise.
WE ARE ONE GE

27. We are a brand in motion.
We stay true to our brand character in
everything we do and everything we create,
from customer interactions to ad campaigns.
Nothing is simpler or more powerful than one
GE. By continuing to lead with “GE” as our master
brand, we help our customers quickly connect
the idea and promise of GE to any of our myriad
products and services.
OUR BRAND

28. OUR VISUAL SYSTEM
feels like a single unit, but is made of key
elements that work together to powerfully
express our character and mission.

29. A $45.5BN asset, our Monogram is
the strongest representation of the
GE brand when our people cannot
be present.
Hand-drawn more than a century
ago, it symbolizes our humanity
and enduring strength.
The Monogram is not just where
we’ve been, but where we’re going.
MONOGRAM

30. We use one tagline:
It expresses our ability to understand
the power of thinking and doing, and to make
the unimaginable real—and extraordinary.
GE DERIVED ITS
TYPEFACE FAMILY,
GE INSPIRA
from the classic curves and human
feel of the Monogram. Distinctive and
versatile, it is used on virtually all of
our written materials.
Imagination at work

31. Primary colors
They are as bold and exuberant as we are
courageous, purposeful, engaging,
and optimistic. Color is used to imbue our
stories with emotion and provide visual power.
OUR COLORS REFLECT
OUR CHARACTER

32. And on the move, inventing the next industrial era.
Our brand provides a sense of energy, intrigue, and
interaction across our expressions: We are a brand in motion.
WE ARE ON A MISSION

33. OUR IMAGES
portray the reality of GE, and provide the best way to understand us.
Showcasing our people, machines, and technology demonstrates
GE’s essential contribution to our daily lives.

34. The world of GE is the world we live in.
It is a world for the curious, the bold, and the optimistic.
It is a laboratory of ideas creating the tools of tomorrow.
It is you and me ushering in a new era.
A total of 6,000 GE employees from 37 different operations helped NASA run the Apollo program
between 1961 and 1972 and send 24 people to the moon and back.
BECAUSE AT GE,
SOMEDAY IS TODAY.

35. For more detailed information about GE’s business and brand,
go to GE’s Brand Central website ge.com/brand.
Copyright 2015