GE - Billy Blue Communication Design

New Businesses
Name&Trademark Practices
g
GE Identity Program
These guidelines apply to the names and
graphic identifiers used by GE’s created or
acquired businesses and joint ventures.
For the purposes of this document,
• acreated business* is a business that GE alone starts
• an acquisition* is an existing business in which
GE acquires an ownership interest
• a joint venture* is a business that GE and one or
more business partners start
New businesses licensed to use the GE trademarks
are entrusted with a valuable property.
They share with GE an opportunity and
responsibility to enhance the value of this
property—to preserve and strengthen the
unique attributes of the GE trademarks.
The key to protecting and enhancing the value
of the GE trademarks lies in their correct and
consistent use by everyone in all applications.
We benefit from others’ correct use, and they
in turn benefit from ours. Working together to
uphold a common set of standards, all users of
the GE trademarks help to preserve and enhance
their value.
For GE employees, this document provides
an introduction to the correct use of the GE
trademarks and outlines what is expected of
new businesses.
For prospective acquisitions and joint ventures,
separate documents excerpted from this guide
explaining GE requirements are available, as
described inside. Detailed guidelines controlling
the GE graphic system in all applications
appear in the comprehensive set of documents,
GE Identity Program Standards & Guidelines,
available from the GE Identity Website.
*New businesses are structured as affiliates—independent legal
entities that are separate and distinct from the Company. Thus,
instead of the informal terms used in this document, GE’s legal
community uses these legal terms:
• for created business, created affiliate
• for acquisition, acquired affiliate
• for joint venture, joint venture affiliate
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Revised
2001.11