GE History

The initials of a friend

How the GE Logo Changed Over the Years

From the early registered trademark to the three company logos today, the GE Monogram has kept its script letters for more than a century. These sourced examples are arranged by their documented dates; a publication date is not necessarily a redesign date.

1. 

   01 · 1899–1900

   The original registered GE Monogram

   GE was formed in 1892 through the merger of Edison General Electric and Thomson-Houston. GE’s history identifies the Monogram’s first known appearance on a ceiling-fan pendant in 1898; the designer remains uncertain. The trademark application was filed on July 24, 1899 and approved in 1900, with registration dated September 18. Its registration records first use as May 1899, distinct from the earlier appearance described by GE. The image shown preserves that early trademark design, but comes from the 1990 renewal certificate; the original drawing sheet is not available in the linked archive.

   GE Aerospace · Monogram evolution (Dec 16, 2022)Wikimedia Commons · USPTO trademark image and registration provenance

2. 

   02 · 1923

   “The Initials of a Friend”

   GE dates Bruce Barton’s “The Initials of a Friend” advertisement to 1923. Its large white-on-black Monogram made the letters an emblem of service. This is a dated advertising specimen, not evidence that GE introduced a new logo design in 1923. The original scan is preserved without redrawing or artificial enlargement.

   GE Aerospace · Monogram evolution (Dec 16, 2022)GE News · “The Initials of a Friend” (Jul 25, 2022)GE Art Program · The History of the GE Monogram (2013 exhibition)

3. 

   03 · September 1929

   A blue Monogram in a GE recipe book

   This original GE Electric Refrigeration Department book page shows a small blue Monogram. Although the book’s copyright reads 1927 and the isolated logo crop is catalogued with that year, the displayed page explicitly says “Fifth Edition, September 1929.” It is therefore dated here to 1929. This publication-specific color use does not establish a company-wide redesign or replace GE’s account of its predominantly white-on-black corporate identity.

   Wikisource · GE recipe book, fifth edition, September 1929, page 11Wikimedia Commons · logo crop catalogued as 1927

4. 

   04 · 1994 · within the 1909–2004 black-logo era

   The black Monogram in a business identity

   GE describes its corporate Monogram from 1909 until 2004 as white script on a black ground, with changes to line thickness and the ornaments around the ring. This GE Medical Systems logo is a 1994 business example—not the exact artwork first used in 1909. Dated advertisements and publications show that other color applications also existed.

   GE Aerospace · Monogram evolution (Dec 16, 2022)GE News · “The Initials of a Friend” (Jul 25, 2022)

5. 

   05 · 2004 redesign

   Warmer, brighter colors

   A 2004 brand redesign, led by the consultancy Wolff Olins, aimed to make GE warmer and more relatable, rendering the logo in light, bright colors. The Monogram’s form has not changed since; its official color as of 2022 was a medium blue.

   GE Aerospace · Monogram evolution (Dec 16, 2022)Design Week · Wolff Olins powers up GE branding (Jul 15, 2004)

06 · 2022–2024

One Monogram, three companies

In July 2022 GE named its three future companies. Each kept the GE name and the Monogram, now in a distinct purple, green or blue hue. GE HealthCare separated in January 2023; GE Vernova followed in April 2024, and the continuing company became GE Aerospace.

GE News · Brand names for three future companies (Jul 18, 2022)GE Aerospace · Monogram evolution (Dec 16, 2022)

GE HealthCare

Purple

GE Vernova

Green

GE Aerospace

Blue

Image provenance and reuse information appear beside each specimen. Historical publication examples are distinguished from later digital logo files; GE trademarks remain the property of their owners. GE Heritage Village is not affiliated with General Electric or its successor companies.