GE unveils branding for planned separation into three new public companies
July 20th 2022, New York: Developed in partnership with Interbrand New York, the new brands will carry forward the GE legacy of industry-defining innovation to become three new global companies focused on solving the world’s most essential challenges.
This week, GE announced the future brand identities for the planned separation of its portfolio of healthcare, energy, and aviation businesses into three independent, industry-leading, investment-grade public companies.
The new companies—GE HealthCare, GE Vernova, and GE Aerospace—will bring greater focus and flexibility to meet the most urgent challenges facing their respective industries: from delivering precision patient care for a growing global population, to leading the transition to a sustainable energy future for our planet, to inventing the future of flight for generations to come.
The decision to separate the businesses, announced last November marked a defining moment in the history of the iconic GE brand It also raised a pivotal question around what role the GE brand should play in setting each future company on its surest path to success.
To help answer this question, GE partnered with Interbrand on a six-month collaborative research and design process, with the goal of determining the optimal brand identity and positioning for each future company. “Right from the start, we held firm the perspective that this was a once-in-a-lifetime opportunity to determine the future of a 130-year-old, multi-billion-dollar brand with an unrivaled history and legacy”, said Linda Boff, CMO at GE. “Immediately, we thought of Interbrand as the experienced and expert partner of choice to help lead us through this journey.”
Through a customer-led, data-driven research plan that engaged over 2,200 industry practitioners and nearly 3,000 GE employees, Interbrand set out to understand the intrinsic value of the GE brand and its alignment to the future vision for each company “We entered this assignment with no pre-determined solutions in mind”, said Daniel Binns, CEO of Interbrand New York. “All possibilities for how best to brand each company were carefully considered—from retaining the GE brand as-is, to combining GE with a new name, to creating a wholly new independent brand.”
“Based on data and analysis drawn from thousands of conversations, it became clear that the GE name and Monogram represent an iconic legacy of innovation, a symbol of trust for global customers, a source of pride for our teams, and a talent magnet for future leaders”, said Boff. “We’re proud these future businesses will be able to build on GE’s DNA of innovation as a springboard to their own future growth and success.”
While all three companies will retain the GE Monogram as a symbol of their shared heritage, their new visual identities and strategic positioning will serve to communicate the separate pathways that each brand will follow in their separation from the GE we know today. This distinction is conveyed by the new signature colors selected for each brand: “atmosphere blue” for GE Aerospace, inspired by upper limits of the horizon; “evergreen” for GE Vernova, blending the blues and greens of the Earth; and “compassion purple” for GE Healthcare, reflecting the humanity and warmth of connected patient care.
“We firmly believe that this outcome will enable the best of the GE brand to live on, signaling a new beginning for each company that will more fully reflect their unique visions for the future, while building on the strong brand equity already in place today.” Linda Boff, GE CMO.
To learn more about the planned separation:
To learn more about GE Aerospace:
To learn more about GE Vernova:
To learn more about GE HealthCare:
About GE
GE (NYSE:GE) rises to the challenge of building a world that works. For more than 130 years, GE has invented the future of industry, and today the company’s dedicated team, leading technology, and global reach and capabilities help the world work more efficiently, reliably, and safely. GE’s people are diverse and dedicated, operating with the highest level of integrity and focus to fulfill GE’s mission and deliver for its customers. www.ge.com
About Interbrand
Interbrand has been a world leading brand consultancy, for over 45 years – having pioneered iconic work and forged many of the brand building tools that are commonplace across the industry today.
At Interbrand, we know that in an age of unprecedented abundance of choice and speed of innovation, customers’ expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves.
In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of Omnicom’s Brand Consulting Group, which sits within the Communications Consulting Network.
Group is made up of Interbrand, the world-leading brand consultancy, and C Space, the global customer agency.
Interbrand has been the world-leading brand consultancy, for over 45 years – having pioneered iconic work and forged many of the brand-building tools that are commonplace across the industry today.
We know that in an age of unprecedented choice and speed of innovation, customer expectations are moving faster than business. While incremental change is still essential, it is no longer sufficient. It takes bold moves to leap ahead of customers and competitors. We call these moves Iconic Moves.
In collaboration with the world’s leading brands, our global team of thinkers and makers are pioneering the future of brand building. By turning customers into active participants, we help our clients strengthen their brands on an ongoing basis – our approach gives them the confidence to make Iconic Moves that spark desire and create utility, driving extraordinary results.
Interbrand is a part of the Omnicom Group (NYSE:OMC). For more information, please visit www.interbrand.com.