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GE Healthcare
Brand Essentials
Brand Expression Guidelines
GE Healthcare
1 The GE Brand
2 Introduction
3 Brand Architecture
4 Monogram
5 Tagline / Lock-ups
6 White Space and Color
7 Typography
8 Imagery
9 Tone of Voice
10 Special Notes / Legal Information
1 The GE Brand
GE plays a vital role in our modern world, making
extraordinary ideas a natural part of everyday life. The
GE brand reflects that role as it represents the flexibility,
optimism and can-do attitude of the people who fulfill it.
Brand attributes and character
GE is:
Contemporary
Innovative
Dynamic
Trusted
Dependable
Approachable
Global
Our brand is the symbol of our heritage, and of the
quality and trust we have delivered for more than 126
years. To our customers, it embodies our commitment
to anticipate and meet their changing needs. To our
organization, it represents the imagination we use to
address those needs in a manner that reflects our values.
We created these guidelines to ensure that we always
remain true to our brand, and the people, products and
services it represents.
GE Healthcare Brand Essentials v5
February 2007
2 Introduction
The guidelines in this section will help you to implement the
GE Healthcare brand definition.
They explain the brand essentials of the system and demonstrate
their correct use. These essentials – the brand architecture,
Monogram, color palette, typography, imagery style and tone of
voice – are the keys to creating the brand expression. When used
appropriately and creatively, it will convey our revitalized image
for GE Healthcare. This image will reflect our desire to develop a
valuable communication tool to effectively convey our healthcare
products and services to our customers.
Throughout these guidelines, all typography is set in GE Inspira
and all colors shown are from the approved color palette.
If you have questions regarding these guidelines, contact your
B
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