GE - Billy Blue Communication Design

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A primary purpose of the GE Identity Program—and thus the acquisitions naming process— is to link the name “GE” with words that describe the Company’s competencies or capabilities, particularly those that enhance the perception of GE as innovative and dynamic. Generally, then, the acquisitions naming process encourages linking GE with its acquisitions, but it also considers the external variables that influence the degree to which a particular acquisition should be associated with GE. Note: Before an acquisition may adopt any name or identifier using the primary GE trademarks, it must be licensed in writing to do so as set forth in document 123, Trade Names, Trademarks, & the GE Identity Program, “Appendix B: Created or Acquired Affiliates Licensing Procedure.” The acquisitions naming process is built on a five-level naming scheme. As described on this and the next page, it provides a complete range of communicative name options, each with distinct communication opportunities, limitations, and implications for both GE and the acquisition. At each level, a precise degree of association between GE and the acquisition is established in the acquisition’s communicative name. It is this association, and hence the visibility of GE through acquisition communicative names, that this naming process determines. Naming Level 1: GE + Generic Name This is the highest level of identification, having the strongest association with GE. The acquisition is known by the name “GE” combined with a succinct, clear, and accurate generic description of the primary product or service provided by the acquisition. This form of naming is identical to that used by almost all GE components. At this level of naming, an acquisition • uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier • fully participates in the GE Identity Program, following all program standards and guidelines Naming Level 2: GE + Proper Name or Communicative Name When it is beneficial to highlight the acquisition’s name and a lesser degree of association with GE is desirable, this second level of naming is appropriate. Here the name “GE” is combined with the existing communicative name of the acquisition. At this level of naming, an acquisition • uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier • fully participates in the GE Identity Program, following all program standards and guidelines Acquisitions Five-Level Naming Scheme GE Identity Program 342, Acquisitions Name & Trademark Practices GE Identity Website: www.ge.com/identity 342.22 Naming Level 3: Monogram Endorsement Where only a strong visual association is desirable, the acquisition’s existing communicative name may be used in a graphic signature featuring the Monogram. Like acquisitions using names at higher levels, an acquisition using a level 3 name • uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier • fully participates in the GE Identity Program, following all program standards and guidelines Naming Level 4: GE Verbal Endorsement Where only a verbal association is desirable, the acquisition’s existing identifier carries a reference to GE in a tag line. This tag line consists of at least the communicative name of the GE business having primary responsibility for the acquisition. Acquisitions using only a verbal endorsement in their existing identifiers do not fully participate in the GE Identity Program. Their only obligations are to • incorporate the correct tag line (typeset in Univers 68 according to the guidelines in GE Identity Program document 133, Typography, pages 02 and 03) into their existing identifier and to use that identifier with the tag line in all media • use the communicative names of the Company and its components correctly in copy and conversation (according to the guidelines in GE Identity Program document 301, Component Names) Naming Level 5: GE Invisible In cases where there is no benefit in associating GE with an acquisition, the name “GE” is not part of the acquisition’s name. Thus, neither a verbal nor a visual connection is made between GE and the acquisition. Acquisitions at this level retain their own separate identities and do not participate in the GE Identity Program. continued
Naming Level 1: GE + Generic Name GE ownership must be greater than 50%. Naming Level 2: GE + Proper Name or Communicative Name GE ownership must be greater than 50%. Naming Level 3: Monogram Endorsement GE ownership must be greater than 50%. Naming Level 4: GE Verbal Endorsement GE ownership must be at least 34%. Naming Level 5: GE Invisible GE ownership may be any percentage. g g g Employers Reinsurance GE Capital Services Employers Reinsurance GE Reinsurance GE Employers Reinsurance Employers Reinsurance Acquisitions Five-Level Naming Scheme, continued Summary of Requirements An acquisition with a name at level 1,2, or 3 • uses a graphic signature containing the communicative name of the acquisition GE Identity Program 342, Acquisitions Name & Trademark Practices GE Identity Website: www.ge.com/identity 342.23 • creates signatures and develop applications according to the guidelines in the GE Identity Program Standards & Guidelines • uses the acquisition’s legal name to legally identify the acquisition Note: A graphic signature does not take the place of an acquisition’s legal name. To the extent required to clearly identify an acquisition as a separate legal entity, an acquisition’s legal name also should be used in applications: for example, in an address block. An acquisition with a name at level 4 or 5 • retains its original identifier • does not develop applications according to the guidelines in the GE Identity Program Standards & Guidelines Note: The examples are hypothetical. No recommendation is implied regarding the name and identifier for any specific acquisition.
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Standards& Guidelines e GE Identity
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Basic Standards e GE Identity Progr
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To: GE Identity Program participant
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What is the GE Identity Program? 11
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Who is included in the GE Identity
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field (which includes outline circl
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g positive Monogram e reverse Monog
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Trademark Practices & Protections G
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Definitions trademark or service ma
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Design Marks In all applications, u
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These guidelines apply to affiliate
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For examples of resellers’ use of
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Suppliers Suppliers of materials, e
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Secondary Trademarks & Service Mark
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Select secondary word marks accordi
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In copy, use secondary word marks a
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Trade Names, Trademarks, &theGE Ide
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Appendices, continued Appendix B: C
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I. Requirements A. General All GE b
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III. Responsibilities of leaders A.
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I. General A. All created or acquir
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III. Trademarks: Created or acquire
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Graphic Signatures g GE Identity Pr
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Graphic Signature General Guideline
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Grow your kitchen with Gg Spacemake
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g g g GE Plastics Spacemaker We bri
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g g g g g g g GE Transportation Sys
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g g g GE Typography GE Typography G
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To construct the primary signature
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To construct the compact signature
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To construct the vertical signature
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Use the special signatures only in
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Gg Gg Gg Idling with others? Get th
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ITC New Baskerville Italic ABCDEFGH
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g g g g Profile We bring good thing
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g g g g g Signature Typography As s
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GE Plastics GE PLASTICS We bring go
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Color These guidelines apply to the
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Laser Red* Platinum Grey* *When mat
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g g g g We bring good things to lif
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e e e e Gg We bring good things to
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e g Gg We bring good things to life
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e g Gg e g We bring good things to
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Typography g GE Identity Program Pr
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The Univers series of typefaces has
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The ITC New Baskerville series of t
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Dynamic Monogram Contents GE Identi
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When using this version, follow the
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When using this version, follow the
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Horizontal Left-Bleeding Dynamic Mo
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When using any of the bar versions
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Gg e GE Typography Dynamic Monogram
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e g GE Typography Dynamic Monogram
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Application Standards Gg GE Identit
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Products Contents GE Identity Progr
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e g 2nd’ryMarq g 2nd’ryMarq 2nd
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Identification Elements: Primary si
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e Product Examples 210.19 Diesel-El
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Although the guidelines that apply
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Packaging g GE Identity Program The
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g Signature Typography Featured Typ
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e Supporting Typography Signature T
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e Signature Typography Featured Typ
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This example demonstrates the use o
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g GE Plastics NorylThermoplastic Re
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Packaging outside the U.S.A. Packag
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Featured Typography generic product
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g Refrigerator The examples on this
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OEM Shipping Cases & Cartons Origin
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Advertising g GE Identity Program T
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The advertising standards consist o
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2. Use the structure of the adverti
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Why we take Print Advertising Examp
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e GE Medical Systems We bring good
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T 7 0 0 6500 HOURS. In the most dem
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When the advertising format is narr
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For headlines and text, any typefac
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In short headlines, ITC New Baskerv
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Against colored backgrounds, graphi
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Laser Red and the minimum 133-line
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e GE Aircraft Engines We bring good
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e e e e We bring good things to lif
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g Yellow Pages Advertising Examples
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1. 2. 3. 4. 5. 6. GE COMPANY PRODUC
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Recruitment Advertising g GE Identi
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Engineers GE is looking for imagina
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Engineers GE is looking for brillia
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Engineers GE is looking for imagina
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Sales Support Professionals Experts
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Although no two GE recruitment adve
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Promotional Brochures g GE Identity
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Use a grid. A grid is an underlying
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The first step in developing a prom
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A 4 B 4 g e e CAA GE Center for Adv
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The examples on pages 08 to 11 demo
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When multiple photographs or illust
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This example demonstrates the third
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e GE Signa The MR Reference Point S
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e Signature Content: Communicative
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On the back of promotional brochure
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Product Literature Contents GE Iden
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Use color correctly. • In a graph
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For an explanation of the product l
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When it is necessary to emphasize,
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When multiple photographs or illust
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When developing the inside of produ
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On the back of product brochures, a
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When a large number of specificatio
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Use & Care Guides are developed acc
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Promotional Materials Contents GE I
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Poster e e Appliances Sale! Product
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These guidelines cover a wide range
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e GE GE Capital Fleet Services Cell
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When developing novelties to promot
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• Do not use - group, division, d
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Exhibits g GE Identity Program The
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History The GE exhibit program was
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01 Section 01: Overview Typical Exh
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For assistance executing a GE exhib
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The project scheduling outline at t
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1. Budget Review 2. Establish annua
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53. Live Show and Presenters 54. De
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The GE exhibit program is built on
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Standard header background colors g
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03 Zone 1: Brand Identity • Zone
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g GE Medical Systems 39"x 39" 39"x
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g Heading on 2 lines: ITC New Baske
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5m (195") a g GE Aircraft Engines 3
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Presentations g GE Identity Program
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Producing a presentation layout is
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01 Section 01: Introduction Recomme
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Examples are reductions of 11 x 8 1
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Employee Communications Gg Newslett
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Newsletters Contents GE Identity Pr
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*For computer artwork, the followin
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2 HQnews / April 11, 2003 Confessio
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Justifying narrow columns of text c
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Employee Identification g GE Identi
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When designing security badges, fol
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Stationery for North American Busin
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g Robert W. Holmes Vice President G
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A. Address block ——————
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Employee’s Name & Job Title Subco
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Business Communicative Name Certifi
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GE Identity Program 261, Stationery
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Stationery for Corporate Staff g GE
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General Specifications Too tight An
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E-mail Address Andrew.Harman@corpor
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Formatting Stationery in North Amer
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one-third fold line The salutation
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Standard Corporate Envelope The add
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g GE NEWS RELEASE General Electric
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Stationery for Businesses outside N
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g Richard A. Eason Research Directo
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A. Address block ——————
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Employee’s Name & Job Title Subco
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Business Communicative Name Certifi
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Formatting Stationery outside North
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Addressee’s Name Day Month Year P
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Forms& Checks g GE Identity Program
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Understanding the requirements of g
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Predesign Planning Before tackling
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Vertical format 8 1 ⁄2 "x 11" 8 1
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Example 1 g Example 2 Example 3 Exa
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To differentiate and emphasize item
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Consolidating forms by adapting an
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If the amount of information to com
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Forms used by GE’s business partn
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Rule Weights • To structure infor
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The Laser Line may bleed left, but
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Facility Signs Contents GE Identity
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The pylon sign is a three-faced mon
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The monument is a single-faced sign
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The pole sign is a double-faced sig
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The ground sign is identical to the
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The cantilever-mounted wall sign is
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The flush-mounted wall sign is sing
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A graphic signature may be fabricat
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The roof sign is a custom-built sig
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Decals of graphic signatures, the M
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The standard directional sign provi
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Vehicles g These standards apply ge
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Use white as the base color of the
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Note: See the general guidelines on
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g GE Utility & Industrial Service A
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g e g Industrial Haulage 290.10 Bec
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If a tarpaulin is designed to fit a
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g Shelton, Connecticut GE Supply Sh
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Component Names g GE Identity Progr
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As the Company simplifies its organ
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The Communicative Name “GE” In
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g e Correct reproduction Correct re
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Original Equipment Manufacturer (OE
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OEM Shipping Cases & Cartons Origin
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Using the Adobe ® Acrobat ® famil
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Standard Guidel thumbnail navigatio
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last page scroll bar dards&. uideli
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GE Logo Font Contents 382.01 Introd
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field (which includes the outline c
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` shift 1 2 q a When the Monogram i
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` shift 1 2 q a Gg We bring To prod
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For artwork only. Use these only wh
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g Signature g Signature g Signature
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Standards& Guidelines e GE Identity
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Follow these general guidelines to
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Original Equipment Manufacturer (OE
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Packaging Contents GE Identity Prog
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Packaging Guidelines, continued GE
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Featured Typography generic product
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e e e The Home Pro Line Silicone II
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e Keep Do not drop Carry-Cool Porta
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g g g g GE Aircraft Engines We brin
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man at 203 326-4199 r choice in inv
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e Print Advertising Examples F 1 1
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Recruitment Advertising Contents 24
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1/3 2/3 Engineers GE is looking for
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Engineers GE is looking for bright
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Use color correctly. • In a graph
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The first step in developing a prod
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In all promotional materials, use a
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Counter card Display header band e
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01 02 03 Exhibits Contents GE Ident
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02 GE’s most frequent exhibitors
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Wall panel White Carpet Solid grey
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again again 01 Which form is best:
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General Specifications Too tight Co
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Contact Numbers E-mail Address Robe
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Stationery for Corporate Staff Cont
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Address block 1. Employee’s name
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Employee’s Name & Title Corporate
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Formatting Stationery in North Amer
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Addressee’s Name Month Day, Year
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Standard Envelope The address is ty
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Airmail Envelope The address is typ
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The address is typed to align with
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Stationery for Businesses outside N
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A. Address block g 1. Employee’s
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General Specifications Typesetting
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Contact Numbers Website Address (Op
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All dimensions are given in millime
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Formatting Stationery outside North
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center line The address is typed to
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Forms & Checks Contents GE Identity
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• Speak in a language your audien
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The word “form” generally shoul
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Horizontal format 11" x 8 1 ⁄2 "
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Example 5 g Example 6 g Beneficiary
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For general information, use 8/8 -p
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The standard format sizes include
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To collect a small amount of inform
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To differentiate and emphasize item
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Typeset the address block in 8/8-po
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Facility Signs g GE Identity Progra
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The guidelines summarized here help
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Graphic Signature To maximize the c
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Graphic Signatures To take advantag
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Graphic Signature To maximize the h
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Graphic Signatures Depending on the
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Follow this procedure to order faci
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Vehicles Contents GE Identity Progr
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Use black or an appropriate color i
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g v GE Motors Tractor-Trailers, con
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gGE Computer Service g GE Computer
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e g e In-Plant Vehicles 290.09 Beca
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g e Heavy Construction Equipment 29
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affiliate an independent legal enti
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gletters /curlicues Laser Line the
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signature content the message conta
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GE - Billy Blue Communication Design

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