GE - Billy Blue Communication Design

IV. Trademarks:
Joint ventures’ use
of the Monogram
alone, slogan, and
GE graphic system
to identify the GE
brand of new products
and services
A. General
1. The level of approval required to use the
Monogram alone, slogan, and GE graphic
system on new products or services depends
on three factors:
• the level of GE ownership in the joint
venture
• whether the joint venture exists or is new
• whether the product category of the
new products or services has already
been approved for marketing under the
GE brand
2. Authorization is rarely granted when GE
does not have at least a 34 percent ownership
interest in the joint venture.
3. Moreover,
• all existing joint ventures must obtain
approval of the Chairman or his delegate
for new product categories
• all new joint ventures must obtain
approval of the Chairman or his delegate
for all products or services
B. Authorization guidelines
Authorization for a joint venture to use the
Monogram alone, slogan, and GE graphic
system to identify new products or services
follows these guidelines:
1. Existing joint ventures
a. In product categories already approved
for marketing under the GE brand when
the new products or services are introduced
(for example, a new refrigerator
or CT scanner), use depends on the level
of GE’s ownership in the joint venture.
If GE’s ownership is
• 34 percent or greater, use the Monogram
alone, slogan, and GE graphic system;
no approval is required
• less than 34 percent, before using the
Monogram alone, slogan, and GE
graphic system, obtain
- preliminary approval from both
· Corporate Trademark Counsel
· Manager – Corporate Marketing
Communications
- final approval from the Chairman
or his delegate*
Appendix C:
Joint Ventures Licensing Procedure,
continued
GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: www.ge.com/identity
123.18
b. In product categories not approved for
the joint venture to market under the GE
brand when the new products or services
are introduced (for example, clothing),
before using the Monogram alone,
slogan, and GE graphic system, obtain
• preliminary approval from both
- Corporate Trademark Counsel
- Manager – Corporate Marketing
Communications
• final approval from the Chairman
or his delegate*
2. New joint ventures
For all products and services, before
using the Monogram alone, slogan, and
GE graphic system, obtain
• preliminary approval from both
- Corporate Trademark Counsel
- Manager – Corporate Marketing
Communications
• final approval from the Chairman or
his delegate*
continued
*When GE’s ownership is less than 34 percent,
approval is rarely granted.