GE has the fourth most recognized brand in the world, worth almost $48 billion. The U.S. trademark for "GE" was first filed on July 24, 1899, which is quite similar to what it is today. Over time, a circle engulfing the company name has been added to the logo, which might be due to the increasing global presence and vision of the company. The current logo, which was designed by Wolff Olins, adds blue color to the logo instead of the black color which had been used in all the previous logos. Accompanied with the logo change was also a change in the tagline of the company from "We bring good things to life" to "Imagination at work".

20 Corporate Brand Logo Evolution

GE started using this version which is blue since 2004. The GE logo was originally created in 1900, for over more than 100 years, this logo has almost remained the same design, despite the color.

In 2004, Wolff Olins worked with GE to create a market-facing brand architecture that hugely simplified its portfolio of businesses into solution platforms for customers. This allowed GE to enhanceexisting relationships with businesses and develop new relationships with consumers. Wolff Olins created a modern identity that liberates and celebrates the GE monogram, and that's flexible enough to work with everything from jet engines to light bulbs.