GE - Billy Blue Communication Design

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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
Trademark Practices & Protections Gg GE Identity Program Primary Trademarks & Service Marks 121 Secondary Trademarks & Service Marks 122 Trade Names, Trademarks, 123 & the GE Identity Program 120 Revised 2001.11
Page 1 and 2: Standards& Guidelines e GE Identity
Page 3 and 4: Basic Standards e GE Identity Progr
Page 5 and 6: To: GE Identity Program participant
Page 7 and 8: What is the GE Identity Program? 11
Page 9 and 10: Who is included in the GE Identity
Page 11 and 12: field (which includes outline circl
Page 13: g positive Monogram e reverse Monog
Page 17 and 18: Definitions trademark or service ma
Page 19 and 20: Design Marks In all applications, u
Page 21 and 22: These guidelines apply to affiliate
Page 23 and 24: For examples of resellers’ use of
Page 25 and 26: Suppliers Suppliers of materials, e
Page 27 and 28: Secondary Trademarks & Service Mark
Page 29 and 30: g 2nd’ryMarq g 2nd’ryMarq 2nd
Page 31 and 32: Select secondary word marks accordi
Page 33 and 34: In copy, use secondary word marks a
Page 35 and 36: Trade Names, Trademarks, &theGE Ide
Page 37 and 38: Appendices, continued Appendix B: C
Page 39 and 40: I. Requirements A. General All GE b
Page 41 and 42: III. Responsibilities of leaders A.
Page 43 and 44: III. Responsibilities of leaders, c
Page 45 and 46: III. Responsibilities of leaders, c
Page 47 and 48: I. General A. All created or acquir
Page 49 and 50: III. Trademarks: Created or acquire
Page 51 and 52: I. General II.Trade name A. All joi
Page 53 and 54: III. Identification alternatives fo
Page 55 and 56: V. Summary of requirements for join
Page 57 and 58: II. Third-party license review fact
Page 59 and 60: Graphic Signatures g GE Identity Pr
Page 61 and 62: Graphic Signature General Guideline
Page 63 and 64: Grow your kitchen with Gg Spacemake
Page 65 and 66:
g g g GE Plastics Spacemaker We bri
Page 67 and 68:
g g g g g g g GE Transportation Sys
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g g g GE Typography GE Typography G
Page 71 and 72:
To construct the primary signature
Page 73 and 74:
To construct the compact signature
Page 75 and 76:
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
Page 81 and 82:
ITC New Baskerville Italic ABCDEFGH
Page 83 and 84:
g g g g Profile We bring good thing
Page 85 and 86:
g g g g g Signature Typography As s
Page 87 and 88:
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
Page 101 and 102:
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
Page 107 and 108:
The Univers series of typefaces has
Page 109 and 110:
The ITC New Baskerville series of t
Page 111 and 112:
Dynamic Monogram Contents GE Identi
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When using this version, follow the
Page 115 and 116:
When using this version, follow the
Page 117 and 118:
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
Page 171 and 172:
g Silicone Auto Product 12 Tubes pa
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OEM Shipping Cases & Cartons Origin
Page 175 and 176:
Advertising g GE Identity Program T
Page 177 and 178:
The advertising standards consist o
Page 179 and 180:
2. Use the structure of the adverti
Page 181 and 182:
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
Page 197 and 198:
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
Page 243 and 244:
When it is necessary to emphasize,
Page 245 and 246:
When multiple photographs or illust
Page 247 and 248:
When developing the inside of produ
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On the back of product brochures, a
Page 251 and 252:
When a large number of specificatio
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Use & Care Guides are developed acc
Page 255 and 256:
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
Page 261 and 262:
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
Page 267 and 268:
Exhibits g GE Identity Program The
Page 269 and 270:
History The GE exhibit program was
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01 Section 01: Overview Typical Exh
Page 273 and 274:
Page 275 and 276:
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
Page 297 and 298:
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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Page 307 and 308:
The same basic style for text is us
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Page 311 and 312:
Page 313 and 314:
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03 Section 03: Headlines, Text, & T
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Page 321 and 322:
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Edward Tufte’s book, The Visual D
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Page 329 and 330:
Page 331 and 332:
Employee Communications Gg Newslett
Page 333:
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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Page 360 and 361:
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Page 364 and 365:
Page 366 and 367:
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Page 380 and 381:
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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Page 392 and 393:
Page 394 and 395:
Page 396 and 397:
Formatting Stationery in North Amer
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one-third fold line The salutation
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Page 402 and 403:
Standard Corporate Envelope The add
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g GE NEWS RELEASE General Electric
Page 406 and 407:
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
Page 414 and 415:
Business Communicative Name Certifi
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Page 418 and 419:
Page 420 and 421:
Page 422 and 423:
Page 424 and 425:
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
Page 430 and 431:
Understanding the requirements of g
Page 432 and 433:
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
Page 438 and 439:
To differentiate and emphasize item
Page 440 and 441:
Consolidating forms by adapting an
Page 442 and 443:
If the amount of information to com
Page 444 and 445:
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
Page 478 and 479:
Page 480 and 481:
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
Page 504 and 505:
g a We bring good things to life. e
Page 506 and 507:
WE’VE JUST TOPPED THE TOP COOKTOP
Page 508 and 509:
Grow your kitchen with Gg Spacemake
Page 510 and 511:
New Businesses Name&Trademark Pract
Page 512 and 513:
Joint Ventures Name &Trademark Prac
Page 514 and 515:
e FANUC A good example of the benef
Page 516 and 517:
e g GE Similar benefits accrued whe
Page 518 and 519:
Monogram Laser Line Signature Typog
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Graphic Identifier e FANUC e FANUC
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Acquisitions Name &Trademark Practi
Page 524 and 525:
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
Page 534 and 535:
Once the • design and layout of t
Page 536 and 537:
Company applications Company applic
Page 538 and 539:
Product Literature Advertising g Sp
Page 540 and 541:
Acquisitions Name & Trademark Pract
Page 542 and 543:
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
Page 558 and 559:
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
Page 570 and 571:
Products Packages Gg Spacemaker Gg
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Advertising Exhibits re te feugait
Page 574 and 575:
Dealers& Distributors Trademark &Gr
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Introduction 360.02 As a GE dealer,
Page 578 and 579:
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
Page 592 and 593:
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
Page 602 and 603:
OEM Shipping Cases & Cartons Origin
Page 604 and 605:
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
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General Specifications Too tight Co
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Contact Numbers E-mail Address Robe
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Stationery for Corporate Staff Cont
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Address block 1. Employee’s name
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Employee’s Name & Title Corporate
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Page 901 and 902:
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Formatting Stationery in North Amer
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Addressee’s Name Month Day, Year
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Standard Envelope The address is ty
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Airmail Envelope The address is typ
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The address is typed to align with
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Stationery for Businesses outside N
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A. Address block g 1. Employee’s
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General Specifications Typesetting
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Contact Numbers Website Address (Op
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All dimensions are given in millime
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Formatting Stationery outside North
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center line The address is typed to
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Forms & Checks Contents GE Identity
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• Speak in a language your audien
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The word “form” generally shoul
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Horizontal format 11" x 8 1 ⁄2 "
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Example 5 g Example 6 g Beneficiary
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For general information, use 8/8 -p
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The standard format sizes include
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To collect a small amount of inform
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To differentiate and emphasize item
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Typeset the address block in 8/8-po
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Facility Signs g GE Identity Progra
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The guidelines summarized here help
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Graphic Signature To maximize the c
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Graphic Signatures To take advantag
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Graphic Signature To maximize the h
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Graphic Signatures Depending on the
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Follow this procedure to order faci
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Vehicles Contents GE Identity Progr
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Use black or an appropriate color i
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g v GE Motors Tractor-Trailers, con
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gGE Computer Service g GE Computer
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e g e In-Plant Vehicles 290.09 Beca
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g e Heavy Construction Equipment 29
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affiliate an independent legal enti
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gletters /curlicues Laser Line the
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signature content the message conta
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GE - Billy Blue Communication Design

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