GE - Billy Blue Communication Design

When preparing direct
mail materials, follow
these guidelines.
Direct Mail Guidelines 245.40
Among promotional media, none employs so
many diverse formats as direct mail. To capture
the attention of target audiences and elicit the
proper response, GE marketing communicators
have mailed everything from postcards and flyers
to unwrapped hockey sticks.
Several characteristics differentiate direct mail
from other promotional media. Some direct mail
concepts rely on intrigue to lead a reader into
and through a piece. Some use borrowed interest.
Others are effective because of their dramatic
contrast to typical mail.
One primary need is to delay identifying GE
as the source of the direct mailer. To satisfy this
need in the context of the GE Identity Program,
follow these simple guidelines:
• Until GE is identified as the source of the product
or service offering, the standards of the GE Identity
Program do not apply.
• When GE is revealed as the source of the product or
service offering (on the page or double-page spread
where the name “GE” is first used), all standards of
the GE Identity Program apply. At that point,
- use a graphic signature to display the name of
the product, service, component, or affiliate, for
example (For more information, see document
131, Graphic Signatures.)
- use color according to the guidelines in document
132, Color
- use program typography:
· Preferred: Use ITC New Baskerville in all
headlines and text, and use the Univers series for
typographic accents such as captions and folios.
· Alternative: Use Univers in all headlines and
text, and use ITC New Baskerville for typographic
accents such as captions and folios.
For more information, see document 133,
Typography.
The examples on the following pages illustrate
the varying degrees of this need to delay identifying
GE and how, in each case, it is met within the
scope of the GE Identity Program.
GE Identity Program 245, Promotional Materials GE Identity Website: www.ge.com/identity