GE HealthCare and Interbrand unveiled the spinoff’s long-awaited brand strategy Monday morning. 

The $35 billion unit, which is GE’s first public spinoff and has been trading on the Nasdaq since January 3, has new branding built around “customer needs, patient outcomes and precision care.” 

GE first announced the branding for the planned spinoff over the summer of 2022 and the collaborative design process took nine months.

The sizable work teams focused on messaging, brand architecture, environmental, social, and corporate governance as well as quantitative global research to evaluate brand perceptions of GE and craft a standalone healthcare brand. 

The brand purpose statement for GE HealthCare is “To Create a World Where Healthcare Has No Limits,” which the two companies said was inspired by GE’s background in the engineering space.

“Coming out of the pandemic, the disconnected nature of the healthcare system has been laid bare and as leaders we have an obligation to drive toward solutions. Our goal was to shift GE’s identity from that of an industrial company to one that is uniquely healthcare — with people at the very heart,” Kristin Fallon, global head of brand at GE HealthCare, said in a statement. “The decision to separate the businesses marked a defining moment in the history of the iconic GE brand, and we needed the right partner to help lead us through this journey. Interbrand’s experience and expertise in the branding space is unrivaled and we are very proud of what we have achieved together.”

The global brand consultancy firm added that the logo and coloring for GE Healthcare was an intentional choice as well. The typography is “modern” and “open source” while the “compassion purple” color marks a mix of GE’s original blue and red logo colors.

“Since April 2022, Interbrand has worked closely with GE HealthCare to build an iconic healthcare brand that addresses the challenges of today’s healthcare industry, while maintaining its 130-year old heritage. Our role was to bring patients, humanity and compassionate care to the center of our brand purpose and identity work,” William Woduschegg, executive creative director of Interbrand New York, said in a statement. “We are proud to have been part of such a hugely successful spin-off and we look forward to continuing our work with GE.”

The brand strategy reveal came about one month after GE HealthCare named Allison England as head of its communications for the U.S. and Canada.