Two Simple Letters Spearheading Innovation in the World
Not much has changed in terms of the font face since the first GE Logo was devised in 1890. The small case script writing depicting the “g" and “e" is still virtually the same. This is a testament to the maxim in logo design circles that simple is better which you will recognize as a recurrent theme in many of the creative and memorable logo designs that stand the test of time.
Even in the beginning, GE was a diversified company involved in a broad spectrum of industries including lighting, industrial products, appliances (they rolled out the first fans on the market) transportation, power transmission, and medical equipment. Later, GE became huge players in an even wider array of products and services such as locomotives, health care, finance, energy, and the latest in nanotechnology development.
Still, with that tremendous breadth of expansion and evolution spanning more than a century, the logo really never changed. No matter how tempting it must have been to overhaul the logo to match a new direction or venture that the corporation was heading in, they stuck to the original, save for very minor tweaks. The circle added around those letters likely signified the company's increasingly familiar world-wide presence. In fact today, according to Business Week, GE is the 4th most recognized brand in the world.
The GE logo bucked most of the trends in logo design over the latter half of the last century including incorporating art deco, art nouveau, or funky fonts, for example. The round, simple logo design was a winner from the beginning and they were smart in changing what worked. In fact, the latest trend in logo design is that round form which is uncomplicated, friendly, and yet sleek and sophisticated.
The GE logo swirls that bend in at each navigational direction on a compass can certainly be interpreted as GE’s endeavors to cover every direction the world over with their ceaseless innovations and technological advancements across the board. All those years the white font against the black background created an aura of stability, fostering confidence in investors and customers alike.