GE - Billy Blue Communication Design

Word Marks
In copy, use word
marks according to
these guidelines:
Typeset a word mark in the same style, weight,
size, and color as surrounding copy: for example,
Use:
GE ranges
Hotpoint ranges
Do not use:
GE ranges
GE ranges
GE ranges
Hotpoint ranges
Hotpoint ranges
Hotpoint ranges
Distinguish primary word marks. Word marks
should be visually differentiated from other
words in printed material every time they appear.
Although there are a number of ways to accomplish
this, the recommended method is to
• capitalize only the first letter of each word in the mark
and use lowercase letters for the balance of the word mark
(unless the word mark is composed of initials,
such as “GE” or “RCA”)
• use all lowercase letters for the generic name that
follows the word mark
For example,
Use:
GE ranges
Hotpoint ranges
Do not use:
GE Ranges
HOTPOINT ranges
Using Primary Trademarks,
continued
GE Identity Program 121, Primary Trademarks & Service Marks GE Identity Website: www.ge.com/identity
121.04
Do not use a word mark as a noun. Instead, use
a generic name for the product or service immediately
following the word mark: for example,
Use:
Any GE range is a
good investment.
• to form a border,
background pattern,
or object:
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE Happy
GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE Holly GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE Days GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
GE GE GE GE GE GE GE GE GE GE
Do not use:
Any GE is a good
investment.
Follow this guideline at least the first time the
name is used to refer to the GE brand of products
or services and as often thereafter as is practical.
Do not make a word mark plural or possessive:
for example,
Use:
GE ranges are good
investments…
This GE range’s
features include…
Do not use:
GEs are good investments…
This GE’s features
include…
(Note: When a name is used to refer to a
company or its organizational parts rather than
its products or services, it is a trade name and may
be used in the possessive form. For example,
“GE’s strategy” is an acceptable use of the trade
name “GE” in the possessive form.)
Do not use a word mark as an adjective to modify
any word other than a generic name for one of
the Company’s products or services.
Do not use a word mark either
•asanovelty punctuation
device in headlines or
text:
Big
Sale!GE