Wolff Olins powers up GE branding

The visual manifestation of General Electric’s broad corporate brand revitalisation programme, which is headed by Wolff Olins, has been unveiled on the company’s redesigned website, which went live this week at www.ge.com.

Wolff Olins’ London and New York offices are handling the account and the consultancy is also working on the GE Money brand, which will act as an umbrella identity for the corporation’s finance businesses that currently operate under the GE Consumer Finance division.

While GE has been working exclusively with Wolff Olins on its corporate brand identity, the site was designed in a collaboration between Frog Design and GE itself, says a company spokesman, who declined to give further details on the branding plans. The site uses some of the branding guidelines generated by Wolff Olins.

The website features a specially rendered font and the GE monogram appears in colour for the first time. The tone and feel of this visual treatment is also beginning to emerge in GE’s most recent advertising executions.