GE - Billy Blue Communication Design

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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
III. Responsibilities of leaders, continued IV. Related policies and procedures V. Resources 2. Manager – Corporate Marketing Communications will survey use and report deviations from prescribed GE Identity Program practices to the businesses concerned so that corrective action can be taken. Deviations from practices prescribed in GE Identity Program Standards & Guidelines that appear desirable for business reasons require • preliminary approval from both - Corporate Trademark Counsel - Manager – Corporate Marketing Communications • final approval from the Chairman or his delegate 3. Corporate Trademark Counsel has responsibility and authority for • registering the legal name, GE communicative trade names, and primary GE trademarks in all countries • maintaining central records of all trademarks and communicative trade names of the Company 4. The general counsel or general manager of a Company component or affiliate has responsibility for reporting to Corporate A. Quality – Policy 20.1 B. Intellectual Property Rights GE Identity Program Standards & Guidelines This set of documents is a highly detailed guide to the GE Identity Program, which is designed to create a clear and consistent identity for GE that reflects Company-wide strengths. The documents describe naming standards for the proper use of General Procedure, continued 123.09 Trademark Counsel for inclusion in the Company trademark database all trademarks used or registered by the component or affiliate. K. Counseling 1. The Chairman or his delegate will provide counsel on the application of this procedure, as well as on the use of the legal name, GE communicative trade names, and primary GE trademarks. 2. Corporate Trademark Counsel will • advise on legal aspects of trademark adoption, registration, protection, and licensing • provide legal review of all licensing agreements pertaining to the GE communicative trade names and primary GE trademarks 3. The President of GE Licensing and the Manager – Corporate Marketing Communications will advise on commercial and marketing issues pertaining to third-party licensing. 4. For more information on applying this procedure, see “V. Resources,” below. “GE” and other Company names. They include graphic standards for the Monogram, graphic signatures, colors, typography, and formats as well as guidelines for applying the standards in all media. The documents also detail procedures for developing names and identifiers for created and acquired affiliates and joint ventures. The documents are available from the GE Identity Website: www.ge.com/identity GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity
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 and 26: Suppliers Suppliers of materials, e
Page 27 and 28: Secondary Trademarks & Service Mark
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: III. Responsibilities of leaders, c
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Page 49 and 50: III. Trademarks: Created or acquire
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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
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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
Page 77 and 78: Use the special signatures only in
Page 79 and 80: Gg Gg Gg Idling with others? Get th
Page 81 and 82: ITC New Baskerville Italic ABCDEFGH
Page 83 and 84: g g g g Profile We bring good thing
Page 85 and 86: g g g g g Signature Typography As s
Page 87 and 88: GE Plastics GE PLASTICS We bring go
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Page 91 and 92: Color These guidelines apply to the
Page 93 and 94: 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
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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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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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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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