GE - Billy Blue Communication Design

The first step in developing a product literature
cover is to select
• graphic signature content
• layout elements
To facilitate selection, typical cover alternatives
are diagrammed and demonstrated in the product
literature creative matrix shown on page 05.
Three typical brochures are used to demonstrate
the wide variety of layout and signature alternatives.
Each brochure combines one option of
graphic complexity with one level of signature
content, as described below.
Graphic Complexity
Each horizontal row contains the same three
options of graphic complexity:
• On the left (1), a layout using program typography
and one photograph or illustration is shown.
• In the middle (2), a layout using program typography
and multiple photographs or illustrations
is shown.
• On the right (3), a layout using program typography
and a full-bleed photograph is shown.
Signature Content
Each vertical row contains the same four levels
of signature content:
• At the top (A), the component or affiliate
communicative name appears.
• Second from the top (B), the name “GE” plus a
generic name for the product or service appears.
• Third from the top (C), a secondary word mark
or (not shown) a secondary word mark plus a
generic name for the product or service appears.
• At the bottom (D), a promotional slogan appears.
Each example in the matrix demonstrates one
option of graphic complexity combined with one
level of signature content. Together the examples
define typical combinations of graphic signatures
with other graphic and typographic elements.
Select the combination that best accommodates
your needs and develop your product literature
according to the guidelines on pages 02 and 03.
Signature
Content
Product Literature
Creative Matrix
GE Identity Program 244, Product Literature GE Identity Website: www.ge.com/identity
>
Graphic Complexity >
A 1 2 3
B 1 2 3
C 1 2 3
D 1 2 3
Signature Content
g
GE Communicative Name
___________
g
GE + Generic Name
___________
g
Secondary Word Mark
___________
g GE Slogan
___________
244.04
Graphic Complexity
1 Typography
+ one photograph
2 Typography
+ multiple photographs
3 Typography
+ full-bleed photograph
continued