GE - Billy Blue Communication Design

Market Considerations
& GE Ownership Levels
Option 1
For use when GE and
the other company are
essentially equal in the
marketplace and/or
management control.
(When the other company
is dominant,
the sequence of marks
and names may be
reversed.)
To use the name “GE”
in the name of the joint
venture, GE’s ownership
must be greater than
50%.
Option 2
For use as described
for option 1, above,
but when either
• the joint venture name
(with neither the GE
name nor the other
company’s name in it)
should have dominance,
at least in some markets
• the minimum ownership
level required to use the
GE name is not met
To use the Monogram
in joint marks but not
the name “GE” in the
joint venture name,
GE’s ownership must be
at least 34%.
Provided GE’s minimum level of ownership is
met, as indicated in the column at the left below,
the Monogram may be used in joint marks in a
graphic signature either with or without “GE”
in the joint venture name.
Name & Graphic Identifier
e FANUC
e FANUC
GE Fanuc Automation
FactoBots Automation
Joint Ventures
Names & Graphic Identifiers
General Guidelines
GE Identity Program 343, Joint Ventures Name & Trademark Practices GE Identity Website: www.ge.com/identity
343.31
Note: Before a joint venture 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 C: Joint
Ventures Licensing Procedure.”
• Use a graphic signature containing
- joint marks in place of the signature Monogram
- the communicative name of the joint venture
Note: To create joint marks, you must follow the
guidelines on pages 32 to 35.
• Develop applications according to the guidelines
in document 200, Application Standards.
• As an option, only the primary GE trademarks
and GE graphic system may be used in product
branding and marketing applications. See pages
36 to 39.
• Use a graphic signature containing
- joint marks in place of the signature Monogram
- the communicative name of the joint venture
(without the name “GE” in it)
Note: To create joint marks, you must follow the
guidelines on pages 32 to 35.
• Develop applications according to the guidelines
in document 200, Application Standards.
• As an option, only the primary GE trademarks
and GE graphic system may be used in product
branding and marketing applications. See pages
36 to 39.