Challenge
When GE decided to spin off its healthcare operations, it needed a new brand identity that maintained a century of heritage while simultaneously pushed the brand in a new direction. As it became an independent company, GE HealthCare worked with Interbrand to reimagine their brand as more human-centric, innovative, and bold.
What we did
We took the core elements of the GE brand, including its iconic monogram, and created an entirely new wordmark and visual identity, spearheaded by the color Compassion Purple. We also created a complimentary set of colors to evoke the diverse people, organizations, and institutions that GE HealthCare serves.
As GE HealthCare becomes more human-centric, we helped create a photography style reflecting real, raw emotion. We also helped craft a tone of voice using a plainspoken, low-jargon approach — refreshingly different from the rest of the industry. We used an open-source typeface, Source Sans Pro, that complements our wordmark. The circular forms feel approachable and trustworthy, while the geometric forms of the Sans typeface are modern, clean and future-forward.
As GE HealthCare becomes more human-centric, we helped create a photography style reflecting real, raw emotion. We also helped craft a tone of voice using a plainspoken, low-jargon approach — refreshingly different from the rest of the industry. We used an open-source typeface, Source Sans Pro, that complements our wordmark. The circular forms feel approachable and trustworthy, while the geometric forms of the Sans typeface are modern, clean and future-forward.
IDENTITY, MERGERS & ACQUISITIONS, NAMING
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