GE - Billy Blue Communication Design

To: GE Identity Program participants
Letter from Robert C. Wright 110.01
In the ever-demanding global business climate of the twenty-first century,
it is critical that we continue to protect and enhance GE’s unique competitive
advantage—our name and reputation.
As we are transformed into a leaner, smarter, faster, more global, more
customer-focused company, real competitive advantage can be gained and
leveraged in the proper and disciplined use of the Company’s trademarks.
Although competitors can market similar products and services around
the world, none can offer these under the mark of the Monogram, an enduring
symbol of innovation, reliability, dynamism, trust, and value to our customers.
Consistent with our customer focus and outside-in approach, the identity
guidelines ensure the promotion of “one company, one vision, and one brand.”
These guidelines help you realize the tremendous advantage our name and
identity can bring to your customers, your business, and our Company.
Everyone has responsibilities that build equity in the GE name, slogan,
and promise. We must protect GE’s property, use the brand correctly and
consistently, and use the same brand promise to further GE’s success.
Please read these guidelines carefully, implement them fully, and reap the
advantages of this powerful competitive tool.
Sincerely,
Robert C. Wright
Vice Chairman & Executive Officer
GE Identity Program 110, Program Overview
(Revised 2002.08)
GE Identity Website: www.ge.com/identity