GE - Billy Blue Communication Design

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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
These guidelines apply to affiliates, both inside and outside the U.S.A., that are licensed to use GE marks. Use these guidelines in addition to those for selecting, using, and protecting marks in documents • 121, Primary Trademarks & Service Marks • 122, Secondary Trademarks & Service Marks GE Trade Name & Trademarks An acquired affiliate may be licensed to use • the trade name “GE” (or, rarely, the name “General Electric”) in its trade name •the Monogram alone in a graphic signature A joint venture may be licensed to use • the trade name “GE” (or rarely, the name “General Electric”) with the name(s) of the joint venture partner(s) in the joint venture trade name • the Monogram with the mark(s) of the joint venture partner(s) as joint marks in a graphic signature All affiliates may use the phrase “Affiliated with General Electric Company.” Business, legal, and environmental factors determine whether an affiliate may be licensed to use any of the preceding categories of trademarks and service marks. The GE business responsible for the affiliate requesting a license should consult these documents for information on eligibility requirements, risk analysis, and approval authority: • 123,Trade Names,Trademarks, & the GE Identity Program • 341, New Businesses Name & Trademark Practices Stationery & Business Forms Affiliates may use the mark licensed to them provided that the name of the affiliate is also shown. Joint marks used by joint ventures must always be separate from the address and other information. Trade Names & Trademarks Used by Affiliates GE Secondary Trademarks GE Identity Program 121, Primary Trademarks & Service Marks GE Identity Website: www.ge.com/identity 121.05 All affiliates must obtain the right to use any GE secondary trademark from the U.S. business responsible for the trademark. Use of a secondary trademark with a primary GE trademark outside the U.S.A. follows the same guidelines that apply inside the U.S.A. See also document 122, Secondary Trademarks & Service Marks. Affiliate Company Trademarks Affiliate companies may adopt their own primary and secondary trademarks and, consequently, are responsible for their use and protection. Use and protection rules should be detailed in writing and communicated to the Corporate Trademark Counsel. Affiliate companies should follow the principles covering the adoption and use of secondary trademarks, including, when the mark is used with a primary GE trademark, •adopting only a secondary word mark with definite marketing value • using the GE graphic system to display the word mark See also documents • 122, Secondary Trademarks & Service Marks • 123,Trade Names,Trademarks, & the GE Identity Program • 130, Graphic System Records Corporate Trademark Counsel keeps central records of all worldwide registrations of the Company’s and its affiliates’ trademarks. To maintain this register, affiliates should inform Corporate Trademark Counsel of all newly adopted or discontinued marks.
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 and 14: g positive Monogram e reverse Monog
Page 15 and 16: Trademark Practices & Protections G
Page 17 and 18: Definitions trademark or service ma
Page 19: Design Marks In all applications, u
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
Page 69 and 70: 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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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
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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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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
Page 919 and 920:
Stationery for Businesses outside N
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A. Address block g 1. Employee’s
Page 923 and 924:
General Specifications Typesetting
Page 925 and 926:
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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