GE - Billy Blue Communication Design

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g positive Monogram e reverse Monogram permanent media forms of communication that do not convey changing promotional messages and are therefore designed once and reproduced without significant change (for example, stationery, business forms, signs, vehicles, product identification, shipping cartons) pica the basic typographic unit of measure used in GE Identity Program documents, equal to l ⁄6 inch Platinum Grey the corporate color often used in the Monogram and signature typography, the standard for which is specified in document 132, Color, page 02 point the smallest typographic unit of measure used in GE Identity Program documents, equal to l ⁄12 pica positive being dark in value against a light background primary mark a design mark or word mark used to designate a broad range of the Company’s products or services (See document 121, Primary Trademarks & Service Marks.) program application an item of promotional or permanent media prepared according to the GE Identity Program standards and guidelines program typography the typeface series Univers ® and ITC New Baskerville (including their standard specification as defined in document 133, Typography) used in all program applications promotional media forms of communication that are frequently redesigned to convey changing messages (for example, advertising, print, sales promotion, packaging) Glossary, continued 110.13 ® symbol (registered trademark symbol) the letter R within a circle (®) used to indicate that a trademark or service mark is registered in the U.S. Patent & Trademark Office (See document 120, Trademark Practices & Protections.) ragged right typeset so two or more lines of typography are not aligned at the right margin reverse being light in value against a dark background roman having the characteristic of type with main strokes perpendicular to the baseline (For example, both this word and this word are typeset in a roman typeface.) sans serif having no serifs (For example, this sentence is typeset in a sans serif typeface.) screen a device used in printing to decrease color intensity by reproducing fine dots of the color, specified as a percentage of the selected color (For example, a 30 percent screen of black simulates a medium grey.) secondary word mark a word mark used to designate single (or a narrow range of) products or services (for example, Carry Cool, Spacemaker) that is normally displayed with a primary design mark such as the Monogram (See document 122, Secondary Trademarks & Service Marks.) serif having a fine line finishing off the main strokes of a letter (For example, this sentence is typeset in a serif typeface.)(See sans serif.) service mark a word mark or design mark used to designate a service (See document 121, Primary Trademarks & Service Marks, page 01.) GE Identity Program 110, Program Overview GE Identity Website: www.ge.com/identity continued Univers is a registered trademark of Heidelberger Druckmaschinen AG. ITC New Baskerville is a trademark of International Typeface Corporation.
signature content the message contained in the typography in a graphic signature (See document 131, Graphic Signatures, pages 06 to 09.) signature Monogram the Monogram used in a graphic signature (See document 131, Graphic Signatures, page 30.) signature typography the typesetting used in a graphic signature (See document 131, Graphic Signatures, pages 31 to 35.) stroke an element of a typographic form, usually drawn in one movement (For example, the letter “M” consists of four strokes.) symbol (trademark symbol) the capital letters used to indicate that a name or design is claimed as a trademark (See document 120, Trademark Practices & Protections.) thematic graphic a form of graphic support used in promotional media (See document 243, Promotional Brochures, page 11.) trademark a word mark or design mark used to designate a product or a line of products (See document 121, Primary Trademarks & Service Marks, page 01.) trade name a word or phrase used in a trade to designate a business or firm rather than products or services (See document 121, Primary Trademarks & Service Marks, page 01.) Glossary, continued 110.14 uppercase letter a large or capital letter as distinct from a lowercase letter in the alphabet value (of a color) the relative darkness or lightness of a color visually flush left aligned at a common left margin so that forms that do not have straight, vertical left sides are placed slightly into the margin to give the appearance of alignment at the correct point (See flush left.) weight the boldness of a typographic element such as a letter or a line, measured according to the thickness of its main strokes word mark a word or phrase adopted and used by the Company to designate its products or services and to differentiate them from any others. A word mark is usually protected by registration in the U.S. Patent & Trademark Office (for example, GE, Hotpoint, RCA, Spacemaker, Signa, or “We bring good things to life.”). (See document 121, Primary Trademarks & Service Marks, page 01.) word spacing the space between words GE Identity Program 110, Program Overview GE Identity Website: www.ge.com/identity
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Standards& Guidelines e GE Identity
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Basic Standards e GE Identity Progr
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To: GE Identity Program participant
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What is the GE Identity Program? 11
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Who is included in the GE Identity
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field (which includes outline circl
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g positive Monogram e reverse Monog
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Trademark Practices & Protections G
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Definitions trademark or service ma
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Design Marks In all applications, u
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These guidelines apply to affiliate
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For examples of resellers’ use of
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Suppliers Suppliers of materials, e
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Secondary Trademarks & Service Mark
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g 2nd’ryMarq g 2nd’ryMarq 2nd
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Select secondary word marks accordi
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In copy, use secondary word marks a
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Trade Names, Trademarks, &theGE Ide
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Appendices, continued Appendix B: C
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I. Requirements A. General All GE b
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III. Responsibilities of leaders A.
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III. Responsibilities of leaders, c
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III. Responsibilities of leaders, c
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I. General A. All created or acquir
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III. Trademarks: Created or acquire
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I. General II.Trade name A. All joi
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III. Identification alternatives fo
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V. Summary of requirements for join
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II. Third-party license review fact
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Graphic Signatures g GE Identity Pr
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Graphic Signature General Guideline
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Grow your kitchen with Gg Spacemake
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g g g GE Plastics Spacemaker We bri
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g g g g g g g GE Transportation Sys
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g g g GE Typography GE Typography G
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To construct the primary signature
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To construct the compact signature
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To construct the vertical signature
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Use the special signatures only in
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Gg Gg Gg Idling with others? Get th
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ITC New Baskerville Italic ABCDEFGH
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g g g g Profile We bring good thing
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g g g g g Signature Typography As s
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GE Plastics GE PLASTICS We bring go
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g 2nd’ryMarq g 2nd’ryMarq 2nd
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Color These guidelines apply to the
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Laser Red* Platinum Grey* *When mat
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g g g g We bring good things to lif
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e e e e Gg We bring good things to
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e g e g Gg We bring good things to
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e g Gg We bring good things to life
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e g Gg e g We bring good things to
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Typography g GE Identity Program Pr
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The Univers series of typefaces has
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The ITC New Baskerville series of t
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Dynamic Monogram Contents GE Identi
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When using this version, follow the
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When using this version, follow the
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Horizontal Left-Bleeding Dynamic Mo
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When using any of the bar versions
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Gg e GE Typography Dynamic Monogram
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e g GE Typography Dynamic Monogram
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Application Standards Gg GE Identit
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Products Contents GE Identity Progr
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e g 2nd’ryMarq g 2nd’ryMarq 2nd
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Identification Elements: Primary si
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Identification Elements: Vertical s
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Identification Elements: Compact si
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Identification Elements: Monogram o
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e Product Examples 210.19 Diesel-El
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Although the guidelines that apply
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Packaging g GE Identity Program The
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g Signature Typography Featured Typ
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e Supporting Typography Signature T
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e Signature Typography Featured Typ
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This example demonstrates the use o
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g GE Plastics NorylThermoplastic Re
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e MPI g MPI TM Hand Held 2-Way Radi
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e Rangr Mobile Radio Rangr Mobile R
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Packaging outside the U.S.A. Packag
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Shipping Cases&Cartons g GE Identit
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g Signature Typography Featured Typ
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Featured Typography generic product
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g Refrigerator The examples on this
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g Silicone Auto Product 12 Tubes pa
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OEM Shipping Cases & Cartons Origin
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Advertising g GE Identity Program T
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The advertising standards consist o
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2. Use the structure of the adverti
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Why we take Print Advertising Examp
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e GE Medical Systems We bring good
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T 7 0 0 6500 HOURS. In the most dem
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When the advertising format is narr
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For headlines and text, any typefac
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In short headlines, ITC New Baskerv
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Against colored backgrounds, graphi
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Laser Red and the minimum 133-line
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e GE Aircraft Engines We bring good
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e e e e We bring good things to lif
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g Yellow Pages Advertising Examples
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1. 2. 3. 4. 5. 6. GE COMPANY PRODUC
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Recruitment Advertising g GE Identi
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Engineers GE is looking for imagina
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Engineers GE is looking for brillia
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Engineers GE is looking for imagina
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Sales Support Professionals Experts
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Although no two GE recruitment adve
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Promotional Brochures g GE Identity
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Use a grid. A grid is an underlying
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The first step in developing a prom
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A 4 B 4 g e e CAA GE Center for Adv
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The examples on pages 08 to 11 demo
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When multiple photographs or illust
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This example demonstrates the third
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e GE Signa The MR Reference Point S
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e Signature Content: Communicative
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On the back of promotional brochure
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Product Literature Contents GE Iden
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Use color correctly. • In a graph
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For an explanation of the product l
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When it is necessary to emphasize,
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When multiple photographs or illust
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When developing the inside of produ
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On the back of product brochures, a
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When a large number of specificatio
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Use & Care Guides are developed acc
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Promotional Materials Contents GE I
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Poster e e Appliances Sale! Product
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These guidelines cover a wide range
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e GE GE Capital Fleet Services Cell
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When developing novelties to promot
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• Do not use - group, division, d
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Exhibits g GE Identity Program The
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History The GE exhibit program was
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01 Section 01: Overview Typical Exh
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For assistance executing a GE exhib
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The project scheduling outline at t
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1. Budget Review 2. Establish annua
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53. Live Show and Presenters 54. De
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The GE exhibit program is built on
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Standard header background colors g
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03 Zone 1: Brand Identity • Zone
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g GE Medical Systems 39"x 39" 39"x
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g Heading on 2 lines: ITC New Baske
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5m (195") a g GE Aircraft Engines 3
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Presentations g GE Identity Program
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Producing a presentation layout is
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01 Section 01: Introduction Recomme
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Examples are reductions of 11 x 8 1
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Examples are reductions of a 4 5
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The same basic style for text is us
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03 Section 03: Headlines, Text, & T
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Edward Tufte’s book, The Visual D
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Employee Communications Gg Newslett
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Newsletters Contents GE Identity Pr
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*For computer artwork, the followin
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2 HQnews / April 11, 2003 Confessio
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Justifying narrow columns of text c
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Employee Identification g GE Identi
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When designing security badges, fol
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Stationery for North American Busin
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g Robert W. Holmes Vice President G
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A. Address block ——————
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Employee’s Name & Job Title Subco
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Business Communicative Name Certifi
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GE Identity Program 261, Stationery
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Stationery for Corporate Staff g GE
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g Stuart L. Barber Staff Executive
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General Specifications Too tight An
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E-mail Address Andrew.Harman@corpor
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Formatting Stationery in North Amer
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one-third fold line The salutation
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Standard Corporate Envelope The add
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g GE NEWS RELEASE General Electric
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Stationery for Businesses outside N
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g Richard A. Eason Research Directo
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A. Address block ——————
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Employee’s Name & Job Title Subco
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Business Communicative Name Certifi
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Formatting Stationery outside North
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Addressee’s Name Day Month Year P
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Forms& Checks g GE Identity Program
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Understanding the requirements of g
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Predesign Planning Before tackling
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Vertical format 8 1 ⁄2 "x 11" 8 1
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Example 1 g Example 2 Example 3 Exa
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To differentiate and emphasize item
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Consolidating forms by adapting an
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If the amount of information to com
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Forms used by GE’s business partn
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Rule Weights • To structure infor
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The Laser Line may bleed left, but
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Facility Signs Contents GE Identity
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The pylon sign is a three-faced mon
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The monument is a single-faced sign
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The pole sign is a double-faced sig
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The ground sign is identical to the
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The cantilever-mounted wall sign is
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The flush-mounted wall sign is sing
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A graphic signature may be fabricat
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The roof sign is a custom-built sig
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Decals of graphic signatures, the M
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The standard directional sign provi
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Vehicles g These standards apply ge
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Use white as the base color of the
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Note: See the general guidelines on
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Note: See the general guidelines on
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g GE Utility & Industrial Service A
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g e g Industrial Haulage 290.10 Bec
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If a tarpaulin is designed to fit a
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g Shelton, Connecticut GE Supply Sh
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Component Names g GE Identity Progr
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As the Company simplifies its organ
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The Communicative Name “GE” In
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Summary Standards &Guidelines g GE
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g Summary of Graphic Signatures GE
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g GE g Spacemaker g We g Medical Sy
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Univers 68 ABCDEFGHIJKLMNOPQRSTUVWX
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g e e e e g Gg Gg Gg Gg e g e e e e
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g a We bring good things to life. e
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WE’VE JUST TOPPED THE TOP COOKTOP
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Grow your kitchen with Gg Spacemake
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New Businesses Name&Trademark Pract
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Joint Ventures Name &Trademark Prac
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e FANUC A good example of the benef
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e g GE Similar benefits accrued whe
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Monogram Laser Line Signature Typog
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Graphic Identifier e FANUC e FANUC
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Acquisitions Name &Trademark Practi
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A primary purpose of the GE Identit
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The acquisitions naming decision tr
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Note: Before permitting an acquisit
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Market Considerations & GE Ownershi
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1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
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Once the • design and layout of t
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Company applications Company applic
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Product Literature Advertising g Sp
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Acquisitions Name & Trademark Pract
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g GE We bring good things to life.
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A primary purpose of the GE Identit
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Note: Before an acquisition may ado
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Joint Ventures Name & Trademark Pra
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g GE We bring good things to life.
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Market Considerations & GE Ownershi
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1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
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Once the • design and layout of t
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Company applications Company applic
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Product Literature Advertising g Sp
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Licensees Trademark Practices Conte
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In 1987, GE introduced an identity
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1. Do not use the GE graphic system
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Stationery Business forms specific
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Products Packages Gg Spacemaker Gg
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Advertising Exhibits re te feugait
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Dealers& Distributors Trademark &Gr
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Introduction 360.02 As a GE dealer,
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In 1987, GE introduced an identity
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1 ⁄2 D D D D 1 ⁄2 D D g GE Prim
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Five Basic Rules for Dealers & Dist
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Five Basic Rules for Dealers & Dist
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Prova en lada av any ER energi-soar
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Television and Radio Advertising Gu
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Gg Lampa Prova! e Authorized Distri
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e 7 8 * # 0 Authorized Dealer CV 20
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e Mobile Communications Authorized
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Weyburn’s Home Appliances Barnsdo
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g e Correct reproduction Correct re
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Original Equipment Manufacturer (OE
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OEM Shipping Cases & Cartons Origin
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Using the Adobe ® Acrobat ® famil
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Standard Guidel thumbnail navigatio
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last page scroll bar dards&. uideli
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GE Logo Font Contents 382.01 Introd
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field (which includes the outline c
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` shift 1 2 q a When the Monogram i
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` shift 1 2 q a Gg We bring To prod
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For artwork only. Use these only wh
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g Signature g Signature g Signature
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g g g g Signature Typography Signat
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FAQ : g Basic Standards Frequently
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FAQ: Basic Standards, continued 391
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FAQ: Advertising & Branding, contin
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Reproduction Materials e Contained
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16 15 14 13 12 11 10 9 8 7 6 5 4 3
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16 15 14 13 12 11 10 9 8 7 6 5 4 3
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Standards& Guidelines e GE Identity
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Products g GE Identity Program The
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Follow these general guidelines to
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Identification Elements: Primary si
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Identification Elements: Special si
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Identification Elements: Special si
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Original Equipment Manufacturer (OE
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Packaging Contents GE Identity Prog
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Packaging Guidelines, continued GE
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Featured Typography generic product
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e e e The Home Pro Line Silicone II
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e Keep Do not drop Carry-Cool Porta
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The examples on this page cannot be
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V e r s a t i l e T o a s t i n g e
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OEM Packaging Original Equipment Ma
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Shipping Cases & Cartons Contents G
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e Signature Typography Featured Typ
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g GE Silicones Gesil N 2600 Silicon
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e Permanent Split Capacitor g Energ
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Shipping Cases & Cartons outside th
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Marketing Communications Gg GE Iden
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Advertising Contents GE Identity Pr
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g g g g GE Aircraft Engines We brin
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man at 203 326-4199 r choice in inv
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To align the graphic signature with
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Graphic signatures should be sized
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e Print Advertising Examples F 1 1
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Graphic support elements such as ph
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Introducing a line of built-in appl
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Against light grey backgrounds, the
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The minimum 133-line screen require
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Outdoor advertisement A ding-free c
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e e GE GE Aircraft Engines We bring
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These guidelines apply to Yellow Pa
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These guidelines apply to White Pag
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Advertising outside the U.S.A. GE I
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Recruitment Advertising Contents 24
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1/3 2/3 Engineers GE is looking for
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Engineers GE is looking for bright
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A Director of Quality. Leeds Financ
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A Director of Quality. Leeds Financ
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Advertising outside the U.S.A. GE I
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Promotional Brochures Contents GE I
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Use color correctly. • In a graph
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For an explanation of the promotion
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The content of a graphic signature
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When a single photograph or illustr
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A thematic graphic is an image used
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The examples on pages 20 to 25 demo
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Gg Signature Content: Communicative
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When developing the inside of promo
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Literature Product g GE Identity Pr
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These guidelines apply to all produ
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The first step in developing a prod
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The content of a graphic signature
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Information can be emphasized by us
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Product literature covers can appea
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Product literature of different sha
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Specification sheets are developed
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The typefaces used outside a graphi
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Promotional Materials g GE Identity
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In all promotional materials, use a
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Counter card Display header band e
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When preparing direct mail material
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In these direct mail brochures, GE
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When designing T-shirts for promoti
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e GE Aircraft Engines Conditioned t
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01 02 03 Exhibits Contents GE Ident
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02 GE’s most frequent exhibitors
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02 XI. Live Show and Presenters A.
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27. Project Planning with Exhibit S
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77. Final Team Strategy Meeting Att
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Wall panel White Carpet Solid grey
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Zone 1: Brand Identity Zone 2: Prod
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g 1m white graphic signature overla
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g Heading on 2 lines: ITC New Baske
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g GE Plastics x g GE Plastics Secti
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a g GE Appliances a g GE Appliances
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01 02 03 04 Presentations Contents
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again again 01 Which form is best:
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Sequence and Emphasis of Informatio
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Newsletters g These standards apply
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HQ to link with live videoconferenc
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Keep the masthead clear of any symb
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Typeset headlines in ITC New Basker
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HQnews / April 11, 2003 Visiting Ch
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g Virginia Wilson GE Transportation
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g GE Consumer Service Uniform Patch
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Stationery for North American Busin
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A. Address block g 1. Employee’s
Page 863 and 864:
General Specifications Too tight Co
Page 865 and 866:
Contact Numbers E-mail Address Robe
Page 867 and 868:
Page 869 and 870:
Page 871 and 872:
Page 873 and 874:
Page 875 and 876:
Page 877 and 878:
Page 879 and 880:
Page 881 and 882:
Page 883 and 884:
Page 885 and 886:
Page 887 and 888:
Page 889 and 890:
Page 891 and 892:
Page 893 and 894:
Stationery for Corporate Staff Cont
Page 895 and 896:
Address block 1. Employee’s name
Page 897 and 898:
Employee’s Name & Title Corporate
Page 899 and 900:
Page 901 and 902:
Page 903 and 904:
Page 905 and 906:
Page 907 and 908:
Page 909 and 910:
Formatting Stationery in North Amer
Page 911 and 912:
Addressee’s Name Month Day, Year
Page 913 and 914:
Standard Envelope The address is ty
Page 915 and 916:
Airmail Envelope The address is typ
Page 917 and 918:
The address is typed to align with
Page 919 and 920:
Stationery for Businesses outside N
Page 921 and 922:
A. Address block g 1. Employee’s
Page 923 and 924:
General Specifications Typesetting
Page 925 and 926:
Contact Numbers Website Address (Op
Page 927 and 928:
All dimensions are given in millime
Page 929 and 930:
Page 931 and 932:
Page 933 and 934:
Page 935 and 936:
Formatting Stationery outside North
Page 937 and 938:
Page 939 and 940:
center line The address is typed to
Page 941 and 942:
Forms & Checks Contents GE Identity
Page 943 and 944:
• Speak in a language your audien
Page 945 and 946:
The word “form” generally shoul
Page 947 and 948:
Horizontal format 11" x 8 1 ⁄2 "
Page 949 and 950:
Example 5 g Example 6 g Beneficiary
Page 951 and 952: For general information, use 8/8 -p
Page 953 and 954: The standard format sizes include
Page 955 and 956: To collect a small amount of inform
Page 957 and 958: To differentiate and emphasize item
Page 959 and 960: Typeset the address block in 8/8-po
Page 961 and 962: Facility Signs g GE Identity Progra
Page 963 and 964: The guidelines summarized here help
Page 965 and 966: Graphic Signature To maximize the c
Page 967 and 968: Graphic Signatures To take advantag
Page 969 and 970: Graphic Signature To maximize the h
Page 977 and 978: Graphic Signatures Depending on the
Page 983 and 984: Follow this procedure to order faci
Page 985 and 986: Vehicles Contents GE Identity Progr
Page 987 and 988: Use black or an appropriate color i
Page 989 and 990: g v GE Motors Tractor-Trailers, con
Page 991 and 992: gGE Computer Service g GE Computer
Page 993 and 994: e g e In-Plant Vehicles 290.09 Beca
Page 995 and 996: g e Heavy Construction Equipment 29
Page 997 and 998: Note: See the general guidelines on
Page 999 and 1000: affiliate an independent legal enti
Page 1001: gletters /curlicues Laser Line the
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GE - Billy Blue Communication Design

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