GE - Billy Blue Communication Design

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g g General Electric g General Electric General Electric “General Electric” in a Graphic Signature GE Identity Program 121, Primary Trademarks & Service Marks GE Identity Website: www.ge.com/identity 121.12 The name “General Electric” may be displayed in a graphic signature where there is a compelling reason to use the name “General Electric” rather than “GE.” Such use should be adopted only after obtaining authorization, as noted here. As a general rule, use of “General Electric” in a graphic signature is strongly discouraged because it contradicts fundamental goals of the GE Identity Program. One program objective is to build awareness of the Company and its diversity in all markets where its products or services are sold by using its well-known communicative name, “GE,” combined with a generic description of those products or services. As noted in document 301, Component Names, the name “General Electric” is misleading; the word “General” does not convey the focused strategy of the Company, nor does the word “Electric” convey the growing nonelectrical businesses within the Company. As well as being a familiar name, “GE” is more encompassing and thus more accurate. Therefore, even in markets where the long trade name is better known today, “GE” is preferred so that in the future, this short and accurate name will be the single name by which the Company is best known around the world. Note: Before first use, obtain authorization to use “General Electric” in a graphic signature from: Manager – GE Identity GE Corporate Marketing Communications Fairfield, Connecticut For signature construction drawings and general guidelines, see document 131, Graphic Signatures. For guidelines on the use of graphic signatures in specific media, see document 200, Application Standards.
Secondary Trademarks & Service Marks g GE Identity Program These guidelines apply to all developers and users of GE’s secondary trademarks and service marks. 122 Revised 2001.11
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 and 20: Design Marks In all applications, u
Page 21 and 22: These guidelines apply to affiliate
Page 23 and 24: For examples of resellers’ use of
Page 25: Suppliers Suppliers of materials, e
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
Page 71 and 72: To construct the primary signature
Page 73 and 74: To construct the compact signature
Page 75 and 76: 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
Page 219 and 220:
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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Page 402 and 403:
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
Page 512 and 513:
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
Page 528 and 529:
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
Page 534 and 535:
Once the • design and layout of t
Page 536 and 537:
Company applications Company applic
Page 538 and 539:
Product Literature Advertising g Sp
Page 540 and 541:
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
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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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