GE - Billy Blue Communication Design

Component
Names
g
GE Identity Program
These guidelines apply to the names of all
GE components and subcomponents.
For guidelines on naming acquisitions and
joint ventures, see document 341, New Businesses
Name & Trademark Practices.
The purpose of the component naming
standards is to
• leverage the unity of the Company through a
consistent and simple naming system that will
-increase the impact and visibility of GE
- increase awareness of the depth and breadth,
or diversity, of GE
• provide each GE business with a strong individual
identity that will
- clarify the understanding of each business
- leverage the strength of GE for each business
The naming standards pertain to communicative
names—the informal names used in conversation
or copy and in graphic signatures. Graphic
signatures are the visual expression of identity
for most GE components and affiliates. They are
used in media such as letterheads and business
cards, advertising, brochures, product literature,
packaging, and all the other communications
directed to consumers, customers, employees,
investors, and others.
Note: Usually, the naming process results in a
single communicative name used by all organizational
elements within a component. In cases
where a single name would misrepresent a subcomponent,
additional names are recommended.
In most cases, the legal name—the formal name
used in the address block on letterheads and in
contracts, proposals, and agreements where
required by law—does not change. For example,
the communicative name of the Company is
“GE,” but its legal name remains “General Electric
Company.”
301
Revised
2001.11