GE - Billy Blue Communication Design

III. Responsibilities
of leaders,
continued
H. Secondary trademarks
1. Select, use, and protect secondary trademarks
according to the guidelines in GE
Identity Program document 122, Secondary
Trademarks & Service Marks.
a. For a product or service marketed using
both a secondary trademark and the
primary GE trademarks, the secondary
mark must
• beonly a word mark, not a design mark
• always be displayed with the primary
GE trademarks and GE graphic system
in all applications, as prescribed in GE
Identity Program Standards & Guidelines
b. For a product or service marketed using
only a secondary trademark without the
primary GE trademarks, the secondary
mark may
• be either a word mark or design mark
• never be displayed with the primary
GE trademarks or GE graphic system
in any application
2. Before using a secondary trademark,
• conduct a thorough marketing review
to establish that use of the secondary
trademark will result in significant
advantage to GE
• consult the business Intellectual Property
Counsel, who will obtain trademark
searches and opinions to confirm that
adoption of the mark is reasonable
• obtain approval of the President
and Chief Executive Officer of the
responsible GE business
• establish procedures to ensure that
- for a product or service marketed with both
a secondary and the primary GE trademarks,
the secondary word mark is always
displayed with the primary GE trademarks
using the GE graphic system in
all applications, as prescribed in GE
Identity Program Standards & Guidelines
- for a product or service marketed with only
a secondary trademark, no displays of the
secondary mark contain the primary
GE trademarks or GE graphic system
General Procedure, continued 123.08
3. Safeguard and protect Company rights
in secondary trademark assets by
• registering trademarks
• maintaining records necessary to track
the assets and establish use of the marks
• establishing procedures to detect
infringement of Company trademark
rights and to enforce such rights against
infringers
4. For the procedure to register Internet
domain names that include secondary
trademarks, consult with Corporate
Trademark Counsel.
5. Before licensing, enforcing rights in, or
disposing of GE secondary trademarks,
obtain approval of the President and Chief
Executive Officer of the responsible
GE business, who may grant such approval
following legal review within the business.
This approval may not be delegated.
I. Sourced products
Before using GE trademarks as primary identification
on any product to be sourced, obtain
approval of the President and Chief Executive
Officer with business scope for the product.
J. Administration
1. The Chairman or his delegate has
responsibility and authority for
• determining the form and use of the
primary GE trademarks
• monitoring the use of primary and
secondary GE trademarks and
GE communicative trade names
GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity
continued