GE - Billy Blue Communication Design

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Signature Typography
Featured
Typography
Because the nature, quantity, and relative importance
of information appearing on packages
varies, the first step in designing a package is to
identify and prioritize the required information.
• Identify all information required on the package,
including any of the following:
- communicative name
- secondary word mark
- generic product name
- product number
- product size, style, or color
- quantity and/or weight of contents
- product features
- product use instructions
- handling instructions
- product warranty
- bar code
- promotional slogans
- identification block with, for example, the
· communicative name (such as “GE Lighting”)
· legal name (such as “General Electric Company”)
· address
- place of manufacture, if required
• Prioritize information according to individual
package requirements, using only two categories:
- critical information that requires emphasis and
high visibility
- all other information
g
Signature Typography
Featured
Typography
Supporting Typography
Packaging Guidelines
GE Identity Program 220, Packaging GE Identity Website: www.ge.com/identity
220.02
Place the critical information in either or both
- the graphic signature
- the featured position below the graphic signature
•Place only one of the following in the
signature typography:
- communicative name
- secondary word mark
- generic product name
- secondary word mark + generic product name
- the slogan, “We bring good things to life.”
•Use any of the following as featured typography:
- secondary word mark
- generic product name
- product number
- product size, style, or color
- any combination of the above
- the slogan, “We bring good things to life.”
• Further emphasize signature typography and
featured typography by using either or both
- large type
- bold type (Univers 68*)
Place all other information in a supporting
position, separated from signature and featured
typography.
• Use any of the following as supporting typography:
- product number
- product size, style, or color
- any promotional slogan
- quantity and/or weight of contents
- product use instructions
- handling instructions
- product warranty
- bar code
- identification block
• Further deemphasize supporting typography
by using either or both
- small type
- light type (Univers 48*)
continued
*In computer typesetting, other names may be used, such as
• for Univers 68, Univers (67) Condensed Bold Oblique
• for Univers 48, Univers (47) Condensed Light Oblique