AT G E , S O M E D AY I S TO D AY
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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.
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A RELENTLESS QUEST FOR PROGRESS. It is the very fiber of our DNA.
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G E H A S R E V O LU T I O N I Z E D A N D D E F I N E D M O D E R N P R O D U C T I V I T Y. 1892: It all started with the light bulb. 5
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B U I LT THINGS T H AT OT H E R S COULDN’ T 1942: GE’s engineers launched America into the Jet Age.
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AND DELIVERED O U TC O M E S T H AT TRANSFORMED THE WORLD AT A P E R S O N A L LEVEL . 1971: GE opened a new frontier in medicine with our MRI technology.
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A W O R L D T H AT ’ S C O N S TA N T LY REINVENTING ITSELF IS A WORLD WHERE GE THRIVES.
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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.
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CORE BELIEFS We keep our legacy in motion by living our core beliefs. 12
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C U S TO M E R S DETERMINE OUR SUCCESS. We develop deep relationships and deep empathy that fosters trust, true partnerships, and repeat business.
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W E S TAY L E A N TO G O FA S T. We keep focused on what matters most. We constantly ask ourselves: Is there a faster, simpler, or better way?
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WE LEARN AND ADAPT TO W I N . We’re not afraid to experiment or to fail. We are entrepreneurs at scale, learning, creating, and changing the game.
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WE EMPOWER AND I N S P I R E E A C H OT H E R . 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.
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WE DELIVER R E S U LT S IN AN U N C E RTA I N WORLD We dream big, play to win, and make radically big bets that others won’t. While others wait for tomorrow, we take action.
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W E W O R K O N W H AT M AT T E R S From power plants to airports, GE creates, finances, and builds the infrastructure that keeps our world going strong.
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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.
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Locomotives that travel from farm to table on data-driven, fuel-efficient cruise control.
Planes that manage their own maintenance, so passengers take off on time.
Lighting that makes cities brighter in the Wink of an app.
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Software that gives doctors the clarity and connectivity to make vital decisions wherever they may be.
Global Healthcare Innovation that nurtures our next generation
Smart Capital that provides financing and GE know-how for tomorrow’s growth
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W H AT M AT T E R S N E X T We continue to win by...
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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.
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LE ARNING AND SHARING ACROSS OUR TE AMS AND WITH CUSTOMERS We cross cultures, industries, and expertise to build deeper relationships and deliver 360-degree solutions.
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INVENTING THE FUTURE IN THE WORLD’S BEST INDUSTRIAL L A B O R ATO R I E S We prototype and build parts and products many believed impossible using advanced manufacturing techniques at our seven Global Research Centers.
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BUILDING ESSENTIAL TECHNOLOGY I N T H E W O R L D ’ S S M A R T E S T FA C TO R I E S With our Predix software platform, we bridge the physical and analytical worlds better than any company in the world.
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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.
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GE IMAGINES THINGS OTHERS DON’T, builds things others can’t, and delivers outcomes that make the world work better.
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“ W E I N V ES T I N PE O PLE . W E DEM AN D P ER FO R MA N CE . W E M OV E P EO P L E T HR O UGH E X P ER I EN C ES W H E R E T HE Y C AN L E A R N AN D I MPR OV E . . . O U R S U CC ES S I S PR OV E N B A S ED O N W H ER E T HE S E P EO P L E G O.” - Jeff Im m elt , CEO
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WE ARE ONE GE Our single brand ties together our diverse businesses, offerings, and capabilities. A united GE provides clarity to the world of our expertise. 34
OUR BRAND 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. 35
O U R V I S UA L S Y S T E M feels like a single unit, but is made of key elements that work together to powerfully express our character and mission.
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MONOGRAM 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.
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We use one tagline:
Imagination at work It expresses our ability to understand the power of thinking and doing, and to make the unimaginable real—and extraordinary.
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GE DERIVED ITS T Y P E FA C E FA M I LY, 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.
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OUR COLORS REFLECT OUR CHARACTER 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.
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Primary colors:
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WE ARE ON A MISSION 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.
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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. 44
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.
B E C AU S E AT G E , S O M E D AY I S TO D AY.
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.
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For more detailed information about GE’s business and brand, go to GE’s Brand Central website ge.com/brand. Copyright 2015