Brand profile

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GE Aerospace
Brand DNA

GE Aerospace

GE Aerospace designs, builds and services jet engines and aviation systems for commercial and military aircraft, plus the maintenance network behind them.

50%
Background#FFFFFF
28%
Secondary#F2F5F8
12%
Text#1A1A1A
7%
Primary#005EB8
3%
Surface#1B365D
Typography
Aa
GE SansDisplay · Modern & cleanGE SansText · Sharp & flat

Engineering typography: clean sans, strict hierarchy, figures and units always set exactly. No display flourish anywhere.

Tone
WarmCool
PlainTechnical
SeriousPlayful
ModestConfident
QuietLoud
Never

make a safety or performance claim without certification data

show an aircraft in an unsafe configuration

use travel imagery in place of engineering

Never says
revolutionarymagiceffortlessdisrupt
Sounds like this

More than a hundred million flight hours on this engine family.

Precise, safety led and proud of the engineering. State the programme, the certification and the hours in service.

Audience

Airlines, airframers, defence customers and the maintenance organisations that keep the fleet flying.

Loves

+Safety as the first and last question

+Engines that run for decades

+Testing until it breaks

Loathes

×Claims without certification

×Shortcuts in maintenance

×Marketing ahead of engineering

The hill it
would die on

Nothing flies until the test data says it can.

DensityBalanced
AlignmentLeft
MotionNone
AddressFormal
GE Aerospace · brand DNA at a glance 10 of 12 traits
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