GE - Billy Blue Communication Design

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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
For an explanation of the product literature creative matrix, see page 04. Examples from the creative matrix are shown and discussed on pages 06 to 09. continued e GE Appliances A 1 2 B 1 C 1 D 1 e e e Refrigerators Refrigerators You Decorate to Your Personal Taste. Product Literature Creative Matrix, continued We bring good things to life. We bring good things to life. We bring good things to life. We bring good things to life. We bring good things to life. We bring good things to life. Models TFX-24E TFX-24R TFX-24F TFX-24S Models TFX-24E TFX-24R TFX-24F TFX-24S GE Refrigerators The Intelligent Choice! Refrigerators You Decorate to Your Personal Taste. Models TFX-24E TFX-24R TFX-24F TFX-24S Spacemaker Refrigerators The Intelligent Choice! Refrigerators You Decorate to Your Personal Taste. GE Refrigerators Models TFX-24E TFX-24R TFX-24F TFX-24S The Intelligent Choice! Refrigerators You Decorate to Your Personal Taste. GE Identity Program 244, Product Literature GE Identity Website: www.ge.com/identity 2 2 e e e e GE Appliances Potscrubber Electronic Built-In Dishwashers With Durable PermaTuf Interior Models: GSD2800D GSD2600D Models: GSD2800D GSD2600D GE Dishwashers Potscrubber Electronic Built-In Dishwashers With Durable PermaTuf Interior We bring good things to life. We bring good things to life. Models: GSD2800D GSD2600D Potscrubber Dishwashers Electronic Built-In Dishwashers With Durable Permatuf Interior We bring good things to life. We bring good things to life. Potscrubber Dishwasher Models: GSD2800D GSD2600D The Intelligent Choice! 2 3 We bring good things to life. We bring good things to life. 3 3 3 e e e e Spacemaker II Microwave Oven The Intelligent Choice! Spacemaker II Microwave Oven The Intelligent Choice! 244.05 Models: JEM31E GE Appliances Models: JEM31E GE Microwave Ovens Models: JEM31E Spacemaker II Microwave Ovens The Intelligent Choice! GE Spacemaker II Microwave Oven Models: JEM31E The Intelligent Choice!
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Standards& Guidelines e GE Identity
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Basic Standards e GE Identity Progr
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To: GE Identity Program participant
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What is the GE Identity Program? 11
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Who is included in the GE Identity
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field (which includes outline circl
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g positive Monogram e reverse Monog
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Trademark Practices & Protections G
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Definitions trademark or service ma
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Design Marks In all applications, u
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These guidelines apply to affiliate
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For examples of resellers’ use of
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Suppliers Suppliers of materials, e
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Secondary Trademarks & Service Mark
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g 2nd’ryMarq g 2nd’ryMarq 2nd
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Select secondary word marks accordi
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In copy, use secondary word marks a
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Trade Names, Trademarks, &theGE Ide
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Appendices, continued Appendix B: C
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I. Requirements A. General All GE b
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III. Responsibilities of leaders A.
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III. Responsibilities of leaders, c
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III. Responsibilities of leaders, c
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I. General A. All created or acquir
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III. Trademarks: Created or acquire
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I. General II.Trade name A. All joi
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III. Identification alternatives fo
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V. Summary of requirements for join
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II. Third-party license review fact
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Graphic Signatures g GE Identity Pr
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Graphic Signature General Guideline
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Grow your kitchen with Gg Spacemake
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g g g GE Plastics Spacemaker We bri
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g g g g g g g GE Transportation Sys
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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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Page 191 and 192: In short headlines, ITC New Baskerv
Page 193 and 194: Against colored backgrounds, graphi
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Page 197 and 198: e GE Aircraft Engines We bring good
Page 199 and 200: e e e e We bring good things to lif
Page 201 and 202: g Yellow Pages Advertising Examples
Page 203 and 204: 1. 2. 3. 4. 5. 6. GE COMPANY PRODUC
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Page 207 and 208: Engineers GE is looking for imagina
Page 209 and 210: Engineers GE is looking for brillia
Page 211 and 212: Engineers GE is looking for imagina
Page 213 and 214: Sales Support Professionals Experts
Page 215 and 216: Although no two GE recruitment adve
Page 217 and 218: Promotional Brochures g GE Identity
Page 219 and 220: Use a grid. A grid is an underlying
Page 221 and 222: The first step in developing a prom
Page 223 and 224: A 4 B 4 g e e CAA GE Center for Adv
Page 225 and 226: The examples on pages 08 to 11 demo
Page 227 and 228: When multiple photographs or illust
Page 229 and 230: This example demonstrates the third
Page 231 and 232: e GE Signa The MR Reference Point S
Page 233 and 234: e Signature Content: Communicative
Page 235 and 236: On the back of promotional brochure
Page 237 and 238: Product Literature Contents GE Iden
Page 239: Use color correctly. • In a graph
Page 243 and 244: When it is necessary to emphasize,
Page 245 and 246: When multiple photographs or illust
Page 247 and 248: When developing the inside of produ
Page 249 and 250: On the back of product brochures, a
Page 251 and 252: When a large number of specificatio
Page 253 and 254: Use & Care Guides are developed acc
Page 255 and 256: Promotional Materials Contents GE I
Page 257 and 258: Poster e e Appliances Sale! Product
Page 259 and 260: These guidelines cover a wide range
Page 261 and 262: e GE GE Capital Fleet Services Cell
Page 263 and 264: When developing novelties to promot
Page 265 and 266: • Do not use - group, division, d
Page 267 and 268: Exhibits g GE Identity Program The
Page 269 and 270: History The GE exhibit program was
Page 271 and 272: 01 Section 01: Overview Typical Exh
Page 273 and 274: 01 Section 01: Overview Typical Exh
Page 275 and 276: For assistance executing a GE exhib
Page 277 and 278: The project scheduling outline at t
Page 279 and 280: 1. Budget Review 2. Establish annua
Page 281 and 282: 53. Live Show and Presenters 54. De
Page 283 and 284: The GE exhibit program is built on
Page 285 and 286: Standard header background colors g
Page 287 and 288: 03 Zone 1: Brand Identity • Zone
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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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01 Section 01: Overview Typical Exh
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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
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Stationery for Businesses outside N
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A. Address block g 1. Employee’s
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General Specifications Typesetting
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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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