GE Appliances Audio Branding

Case Study

GE Profile Audio Branding

The Story

The GE Profile product line is sleek, sophisticated, smart, and simplifies our lives. We elevated the everyday kitchen cacophony into a mix of musical ingredients by adding artistry to appliances with an elevated auditory experience. From polyphonic to piezo, the audio branding is future-proofed across all appliances. Newer models with built-in speakers feature full-fidelity earcons, while smaller devices with buzzers simply play the salient features of the sounds. The work has been featured on

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We take into careful consideration contexts like environment, user goals and the emotional triggers that sound can elicit or imply to shape the audio user experience.
Jess Drake—Principal User Interface Designer, GE Appliances

Audio Branding Components

At the heart of GE Profile's audio branding is a sound palette derived from the kitchen itself. Close-up recordings of familiar kitchen elements—such as the resonance of a wine glass, the metallic scrape of a pan, and the sizzle of water—were creatively manipulated to evoke the essence of culinary transformation and innovation.

Alloy Taps

Granite Reflections

Parchment Percussion

Glass Pad

GE Profile Audio Design System

Earcon Ecosystem

The GE Profile audio identity is built around a suite of earcons—short, distinctive sound cues—featuring unique instruments, melodic motifs, and harmonies that integrate G and E, reinforcing brand recognition through sound.

Welcome

WiFi Connected

Reminder

One Minute Left

From Kitchen to Cleaning

Fridge & Laundry

Expanding on the success of the kitchen soundscape, the audio identity extended to GE Profile’s laundry appliances. The transition included adapting polyphonic tones for larger appliances and piezo elements for smaller or compact devices, ensuring consistent branding across the home. Distinct sounds for laundry tasks were added to the system, maintaining the balance of functionality and delight.