GE - Billy Blue Communication Design

Use a grid.
A grid is an underlying
structure used to
organize graphic and
typographic elements
in a layout. By vertically
and horizontally
aligning these elements
at common
points on the grid, an
orderly appearance,
which communicates
a sense of planning,
discipline, and professionalism,
is created.
• Use a single grid for
the covers and inside
spreads of a brochure
or a series of related
brochures.
• Use a grid tailored to
your needs. Any kind
of grid—three column,
four column,
five column, six column,
seven column,
and so on—may be
used in print applications;
no particular
grid is recommended.
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Use a graphic signature
• always on the front
cover or outside panel
at the top or bottom
• as an option on the
back cover or panel,
with an address block
if desired
For guidelines on
the construction of
graphic signatures,
see document 131,
Graphic Signatures,
pages 10 to 16.
Promotional Brochures Guidelines
Use a basic layout
established by the
selected grid and the
placement of the
graphic signature on
the grid, as shown in
the examples.
• Use an asymmetrical
layout with generous
clear space. One
method of creating
this appearance is to
emphasize the signature
Monogram by
keeping the left column
of the grid clear.
• Align other layout
elements on the grid.
GE Identity Program 243, Promotional Brochures GE Identity Website: www.ge.com/identity
243.02
GE Typography GE Typography GE Typography
Typical Title Set in
ITC New Baskerville
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Big & Bold
Title Set in ITC New Baskerville Bold
Small Subtitle Set
in ITC New Baskerville Italic
Prioritize information.
• Emphasize information
of primary importance.
Either
- use it in the typography
of the graphic
signature
-place it outside the
signature and
· use a large size and/
or heavy weight of
program typography
· accent it with color
• Deemphasize information
of secondary
importance:
- Place it outside the
signature.
- Use a small size and
/or light weight of
program typography.
- Subdue it with color.
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