Mission statement

GE works on things that matter. The best people working together and the best technologies taking on the toughest challenges in energy, health and home, transportation and finance. We help build, power, move and cure, delivering unique value and productivity to our customers and the world.

Company history

GE is a multinational corporation incorporated in Schenectady, New York and headquartered in Fairfield, Connecticut. From Thomas Edison’s first commercially viable light bulb to the first X-ray machines, GE has continued to redefine what’s possible for the world.GE traces its beginnings to Thomas A. Edison, who established Edison Electric Light Company in 1878. In 1892, a merger of Edison General Electric Company and Thomson-Houston Electric Company created General Electric Company. GE is the only company listed in the Dow Jones Industrial Index today that was also included in the original index in 1896.

Today, GE has a strong set of global businesses in techonology, infrastructure, and finance aligned to meet today’s needs, including the demand for global infrastructure, and growing and changing demographics that need access to healthcare, finance, and environmental technologies. The company operates in four major sectors: Energy, Technology Infrastructure, Capital Finance and Home & Business Solutions.

In 2012, Fortune ranked GE the 6th largest company in the U.S. Other 2011 rankings include #1 company for leaders (Fortune), #63 green company (Newsweek), #13 most admired company (Fortune), and #19 most innovative company (Fast Company).

Brand history

The GE brand was introduced in the 1890s. At that time, it was more of a logo than anything else. Over the years, the logo(or monogram) evolved to represent a company focused on progress and solving tough problems.

The brand has been placed on everything from light bulbs, to jet engines, silicone, to real estate. GE prides itself in being both a business-to-business brand as well as a consumer brand. The brand stretches to represent Nobel prize winners, entrepreneurs, scientists, business people, factory workers, retirees, and more. The common thread of the brand is leadership and innovation. The monogram and everything it stands for has stood the test of time and will continue to serve as GE’s brand symbol for years to come.

In 2004, CEO Jeffrey Immeltdecided to evolve the brand so that it would represent GE for the 21^st century: a unified group of businesses operating throughout the world. The changes included a new corporate color palette, small modifications to the GE logo, a new customized font (GE Inspira), and a new slogan, "imagination at work" replacing the longtime slogan "we bring good things to life", composed by David Lucas.

By 2011, we had achieved our goal in brand building and evolved our positioning to focus on the idea of “GE Works”. Using the same tagline, we focus on GE’s ability to truly solve and make what we are thinking about.  With this evolved strategy, we debuted additional elements to our design, taking advantage of our logo and expanding our system to illustrate how GE makes an impact on the world we live in.

Geography and products

Global Headquarters: Fairfield, CT, USA

GE does business in over 100 countries worldwide, offering solutions in energy, health and home, transportation and finance.

Perceptions of the brand vary slightly by market. In some areas, such as the U.S., GE is most known for its appliances and lighting businesses. In Australia, GE is better known as a financial services provider, and in many parts of Europe as an energy provider.

What products are being sold globally: GE’s products are sold globally.Regional variances in product (i.e. standardized or localized): GE works to provide the right product for the local market. In the healthcare field for example, GE has developed infant baby warmers and EKG machines specific to the needs of India, where its vast geography demands that healthcare instruments are more portable, durable and streamlined.

Logo

Who the logo was designed by: The logo was designed by an engineer employed at GE.The letterforms came first and the circle with the curls arrived from a merger with another company a few years later.

When it was first introduced: GE’s logo, also known as the “Monogram,” was first designed in the late 19^th century as cursive letterforms for “GE” and has largely remained the same since 1900 when it evolved into the stylized circular form known today across the globe.

What it stands for and symbolizes

As the primary visual symbol for GE, the Monogram reflects the company’s heritage and customer-centric philosophy of being friendly, open, approachable and a part of the world we live in. 

Strapline

For our customers, it represents our promise to works on things that matter. The best people and the best technologies taking on the toughest challenges. Finding solutions in energy, health and home, transportation and finance. Building, powering, moving and curing the world. Not just imagining. Doing.

GE Works overview

Advertising

GE Healthcare

 

GE Transportation

 

GE Aviation US

 

GE Aviation Cardiff

 

Data visualization: Healthcare

 

PR

PR activities the brand is or has been involved in

Any memorable PR campaigns / moments

CSR activities the company is involved in.

2011 GE Annual Report: http://www.ge.com/ar2011/pdf/GE_AR11_EntireReport.pdf

2010 GE Citizenship Report: http://files.gecitizenship.com.s3.amazonaws.com/wp-content/uploads/2011/07/ge_2010_citizenship_report.pdf

2010Ecomagination Annual Report: http://www.ecomagination.com/progress/overview/

2010 Healthymagination Annual Report: http://www.healthymagination.com/progress/overview/

Sponsorships

Olympic Games: GE provides a wide range of products and services that are integral to the success of the Olympic Games. GE works closely with the Organizing Committees, local municipalities, and other partners to understand their needs and deliver solutions that only GE can provide.

Formula 1: GE’s partnership of the Caterham F1 Team provides leading edge technological, R&D and manufacturing resources that will help accelerate the Team’s progress both on and off the track. The partnership also gives GE a high-profile global platform to extensive brand and business opportunities

PGA Golf: GE has joined forces with the PGA TOUR and some of the top golfers in the world to advance its healthymagination initiatives. With cutting edge technologies offered to PGA TOUR players and interactive pavilion on-site at various PGA TOUR events, GE is engaging and educating fans to help them live healthier lives.

Key people

Jeff Immelt

Chairman of the Board and Chief Executive Officer

John Rice

Vice Chairman, GE and President & Chief Executive Officer, Global Growth & Operations

Keith Sherin

Vice Chairman, GE and Chief Financial Officer

Beth Comstock

Senior Vice President and Chief Marketing Officer

Judy Hu

Global Executive Director, Advertising and Brand