GE - Billy Blue Communication Design

II. Trade name,
continued
Affiliates Identification
Level 1
Level 2
Level 3
Level 4
2. Acquired affiliate
g GE
a. To identify itself, an acquired affiliate in
which GE has a controlling (greater than
50 percent) interest may be licensed to use
• the name “GE” (or, rarely, “General
Electric”) in its trade name with
- a generic name for the affiliate’s
primary competence or product or
service (see the name in the example
of identification level 1 below)
- the existing trade name of the affiliate
(see the name in the example
of identification level 2 below)
- both the names listed above
• the Monogram alone in a graphic
signature (see the examples of identification
levels 1 to 3 below) with
- any of the names listed above
- the existing trade name of the affiliate
without the name “GE” or
“General Electric” (see the example
of identification level 3 below)
Reinsurance
___________________
g GE
Employers Reinsurance
___________________
g Employers
Reinsurance
____________________
Employers Reinsurance
GE Capital Services
Appendix B:
Created or Acquired Affiliates
Licensing Procedure, continued
123.12
b. To identify itself, an acquired affiliate in
which GE has a significant equity interest
(normally, at least 34 percent of the voting
shares) may be licensed to use the trade
name of the component or affiliate that has
acquired the affiliate with the affiliate’s
existing graphic identifier (see the example
of identification level 4 below)
c. Preliminary approval of
• the President and Chief Executive
Officer of the cognizant GE business
• Corporate Trademark Counsel
• Manager – Corporate Marketing
Communications
and final approval of the Chairman or
his delegate are required. Approval will
ordinarily be granted only when GE has
at least the minimum ownership in the
business specified above. It may be granted
in rare circumstances where GE has a lesser
interest but nevertheless has a right
to compel a subsequent change in the
name and identifier of the business.
B. Use of a phrase indicating affiliation
Authorization to use a phrase indicating
affiliation with GE or one of its components or
affiliates, such as “An Affiliate of…” or “Affiliated
with…,” requires the same level of approval as
the grant of a trademark license to the business.
GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity
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