GE - Billy Blue Communication Design

Note: Before permitting an acquisition to adopt
any name or identifier using the primary GE
trademarks, obtain the required approvals and
prepare a written trademark license as set forth
in document 123, Trade Names, Trademarks,
& the GE Identity Program, “Appendix B: Created
or Acquired Affiliates Licensing Procedure.”
Use the highest level of GE visibility that makes
sense for both GE and the acquisition. Consider
any potential adverse effects on the GE image
that could result, for example, from GE’s association
with a particular kind of business or industry
or with a country having major political problems.
Use the country name. To the extent legally
permitted, the country name should be included
in the communicative names of acquisitions at
naming levels 1 and 2. It is important for the
Company to be associated with both the name
of the country in which the acquisition operates
and the generic name of the acquisition’s business
(or the proper name of the acquisition).
For example,
• if an operation represents the total Company or a number
of GE businesses, use “GE” plus a country name
• if a government-supplier relationship or a political
situation indicates a need for close ties to the country,
use “GE” plus a country name
• if an acquisition represents one GE business, use
either
-“GE” plus the communicative name of the
acquisition
-“GE” plus the communicative name of the
acquisition plus the country name
Acquisitions
Naming Process outside the U.S.A.
GE Identity Program 341, New Businesses Name & Trademark Practices GE Identity Website: www.ge.com/identity
341.27
Eliminate organizational terms such as “GmbH,”
Ltd.,” and “S.A.R.I.” in the communicative name.
Unless required by local national laws, these
terms appear only in the legal name, which is
used only when required by law.
Consult with your assigned counsel. When
naming GE acquisitions outside the U.S.A.,
continue to be guided by your assigned counsel,
who will take into account
• current Company policies and procedures
•applicable national laws