GE - Billy Blue Communication Design

2. Use the structure of the advertisement to place
the graphic signature in an asymmetrical layout.
Asymmetry is a fundamental layout concept used
in all GE Identity Program applications.
• Place only the signature at the top or bottom
of the format.
• Align the signature Monogram and signature
typography with strong verticals in the advertisement,
such as grid columns, copy blocks, or
elements within a photograph or illustration.
• Balance the size and position of the signature with
other layout elements in the advertising format.
• Do not center the entire signature or the
Monogram in the advertising format.
• For emphasis, outdent the signature typography
to extend right beyond an alignment point with
a strong vertical, if desired.
• When space is sufficient, separate the signature
Monogram from the signature typography with
ample clear space, as desired.
Print Advertising Guidelines,
continued
GE Identity Program 241, Advertising GE Identity Website: www.ge.com/identity
241.04
3. Use ITC New Baskerville in all headlines and text.
• In headlines, use centered or flush left, ragged
right settings, as desired.
• In text, use flush left, ragged right settings.
For more information on the ITC New Baskerville
series, see document 133, Typography, page 04.
Reproduction Materials
For computer artwork, the following reproduction
materials are available from the GE Identity
Website to all GE employees and their suppliers:
• GE Logo Font, containing all versions of the
signature and Dynamic Monograms
• authentic versions of the program typefaces:
- Univers and Univers Condensed
- ITC New Baskerville