GE - Billy Blue Communication Design

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Once the • design and layout of the joint marks have been approved (as described on page 32) • joint venture name and identifier have been approved and the required written trademark license has been approved (as described in document 123, Trade Names, Trademarks, & the GE Identity Program) use the joint marks in place of the signature Monogram in a graphic signature in any program application. Note: A joint venture graphic identifier does not take the place of a joint venture legal name. To the extent required to clearly identify a joint venture as a separate legal entity, the joint venture legal name also must be used in applications: for example, in an address block. Joint Ventures Joint Marks, continued GE Identity Program 343, Joint Ventures Name & Trademark Practices GE Identity Website: www.ge.com/identity 343.35 For guidelines on the construction of graphic signatures and specification of signature typography, see document 131, Graphic Signatures, pages 10 to 18, bearing in mind these points: •Your graphic signature is composed of three elements—joint marks, signature typography, and the Laser Line. Do not omit any element. • When substituting joint marks for the signature Monogram in graphic signatures, construct the signatures according to the drawings in document 131, Graphic Signatures, pages 10 to 18, except - for the value of D, use the height dimension of the enclosing shapes (not the diameter of the Monogram used in the joint marks nor the height of the other mark) - for dimensions given between the edge of the signature Monogram and any other element (such as the Laser Line or the edge of a format), measure from the edges of the enclosing shapes of the joint marks • The Laser Line may be reproduced only in Laser Red, Platinum Grey, black, or white. Do not use any other color in the Laser Line. For guidelines on specific program applications, see document 200, Application Standards.
As an option in marketing applications (such as product identification, promotion, and advertising), a graphic signature featuring only the signature Monogram may be used (instead of a graphic signature with joint marks, shown on page 31). Note: The joint venture identifier must still be used in company applications such as stationery, signs, and vehicles. When you choose this option, it is imperative that you understand the distinction between the proper use of the primary GE trademarks and GE graphic system in these marketing applications and the misuse of these marks as trade names in the same applications or in the joint venture company applications, as explained at the right. The distinction between proper use of the marks as trademarks and improper use as trade names is subtle and requires vigilant policing by the Company. To protect GE interests, you must agree to periodic review of your applications to ascertain correct and consistent use of the GE trademarks. Your agreement in this matter is not negotiable under any circumstance. As noted on page 10, •the primary GE trademarks include the - Monogram - block letters “GE” - GE slogan “We bring good things to life.” • General Electric Company uses these forms as - trademarks to identify its products and services (for example, in marketing applications such as packaging and advertising) - a trade name to identify itself as a distinct business entity (for example, on letterheads) and to identify its facilities (on signs) and other property (vehicles). Also, GE commonly uses the trademarks as a trade name in product and advertising copy, as in the sentence, “For over 100 years, GE has served the electric power industry.” Joint Ventures Use of GE Trademarks in Marketing Applications GE Identity Program 343, Joint Ventures Name & Trademark Practices GE Identity Website: www.ge.com/identity 343.36 If you choose to use the primary GE trademarks and GE graphic system instead of your joint venture identifier to identify the GE brand of products or services, your license restricts the use of GE trademarks to identify only specified products and/or services. In this case, you may not use the GE trademarks, any similar marks or terms, or the GE graphic system as trade names to identify the joint venture, its facilities, or its property. You may never use the primary GE trademarks as trade names because such use misrepresents the joint venture as General Electric Company and is likely to confuse the public. Specifically, you • may never use predominantly the primary GE trademarks or GE graphic system (except in the joint venture identifier) on a business document such as the joint venture letterhead; instead, you must use predominantly the joint venture identifier • may never include in joint venture product or advertising copy such statements as “Call GE at 1-800-555-7878 for information”; instead, you must use the joint venture’s own communicative name: for example, “Call GE-Fanuc Automation at 1-800-555-8787 for information” • may use the primary GE trademarks and GE graphic system on joint venture business documents when the use is clearly a trademark use, identifying the GE brand of products or services, and the predominant identifier on the document clearly identifies the joint venture as a party distinct from General Electric Company Examples of how the primary GE trademarks and GE graphic system may be used in joint venture business documents appear on the following pages. Note: Your misuse of the primary GE trademarks as trade names or failure to comply with GE’s use requirements can result in termination of your license. continued
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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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g 2nd’ryMarq g 2nd’ryMarq 2nd
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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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III. Responsibilities of leaders, c
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III. Responsibilities of leaders, c
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I. General A. All created or acquir
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III. Trademarks: Created or acquire
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I. General II.Trade name A. All joi
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III. Identification alternatives fo
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V. Summary of requirements for join
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II. Third-party license review fact
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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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g 2nd’ryMarq g 2nd’ryMarq 2nd
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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 e g 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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Identification Elements: Vertical s
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Identification Elements: Compact si
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Identification Elements: Monogram o
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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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e MPI g MPI TM Hand Held 2-Way Radi
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e Rangr Mobile Radio Rangr Mobile R
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Packaging outside the U.S.A. Packag
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Shipping Cases&Cartons g GE Identit
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g Signature Typography Featured Typ
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Featured Typography generic product
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g Refrigerator The examples on this
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g Silicone Auto Product 12 Tubes pa
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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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Examples are reductions of a 4 5
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The same basic style for text is us
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03 Section 03: Headlines, Text, & T
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Edward Tufte’s book, The Visual D
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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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g Stuart L. Barber Staff Executive
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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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Summary Standards &Guidelines g GE
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g Summary of Graphic Signatures GE
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g GE g Spacemaker g We g Medical Sy
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Univers 68 ABCDEFGHIJKLMNOPQRSTUVWX
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g e e e e g Gg Gg Gg Gg e g e e e e
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g a We bring good things to life. e
Page 506 and 507: WE’VE JUST TOPPED THE TOP COOKTOP
Page 508 and 509: Grow your kitchen with Gg Spacemake
Page 510 and 511: New Businesses Name&Trademark Pract
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Page 514 and 515: e FANUC A good example of the benef
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Page 518 and 519: Monogram Laser Line Signature Typog
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Page 522 and 523: Acquisitions Name &Trademark Practi
Page 524 and 525: A primary purpose of the GE Identit
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Page 528 and 529: Note: Before permitting an acquisit
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Page 532 and 533: 1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
Page 534 and 535: Once the • design and layout of t
Page 536 and 537: Company applications Company applic
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Page 540 and 541: Acquisitions Name & Trademark Pract
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Page 544 and 545: A primary purpose of the GE Identit
Page 546 and 547: Note: Before an acquisition may ado
Page 548 and 549: Joint Ventures Name & Trademark Pra
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Page 552 and 553: Market Considerations & GE Ownershi
Page 554 and 555: 1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
Page 558 and 559: Company applications Company applic
Page 560 and 561: Product Literature Advertising g Sp
Page 562 and 563: Licensees Trademark Practices Conte
Page 564 and 565: In 1987, GE introduced an identity
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Page 568 and 569: Stationery Business forms specific
Page 570 and 571: Products Packages Gg Spacemaker Gg
Page 572 and 573: Advertising Exhibits re te feugait
Page 574 and 575: Dealers& Distributors Trademark &Gr
Page 576 and 577: Introduction 360.02 As a GE dealer,
Page 578 and 579: In 1987, GE introduced an identity
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Page 588 and 589: Television and Radio Advertising Gu
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Page 600 and 601: Original Equipment Manufacturer (OE
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Page 604 and 605: 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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g g g g Signature Typography Signat
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FAQ : g Basic Standards Frequently
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FAQ: Basic Standards, continued 391
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FAQ: Advertising & Branding, contin
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Reproduction Materials e Contained
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16 15 14 13 12 11 10 9 8 7 6 5 4 3
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Standards& Guidelines e GE Identity
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Products g GE Identity Program The
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Follow these general guidelines to
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Identification Elements: Primary si
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Identification Elements: Special si
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Identification Elements: Special si
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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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The examples on this page cannot be
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V e r s a t i l e T o a s t i n g e
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OEM Packaging Original Equipment Ma
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Shipping Cases & Cartons Contents G
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e Signature Typography Featured Typ
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g GE Silicones Gesil N 2600 Silicon
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e Permanent Split Capacitor g Energ
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Shipping Cases & Cartons outside th
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Marketing Communications Gg GE Iden
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Advertising Contents GE Identity Pr
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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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To align the graphic signature with
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Graphic signatures should be sized
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e Print Advertising Examples F 1 1
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Graphic support elements such as ph
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Introducing a line of built-in appl
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Against light grey backgrounds, the
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The minimum 133-line screen require
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Outdoor advertisement A ding-free c
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e e GE GE Aircraft Engines We bring
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These guidelines apply to Yellow Pa
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These guidelines apply to White Pag
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Advertising outside the U.S.A. GE I
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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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A Director of Quality. Leeds Financ
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A Director of Quality. Leeds Financ
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Advertising outside the U.S.A. GE I
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Promotional Brochures Contents GE I
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Use color correctly. • In a graph
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For an explanation of the promotion
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The content of a graphic signature
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When a single photograph or illustr
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A thematic graphic is an image used
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The examples on pages 20 to 25 demo
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Gg Signature Content: Communicative
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When developing the inside of promo
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Literature Product g GE Identity Pr
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These guidelines apply to all produ
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The first step in developing a prod
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The content of a graphic signature
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Information can be emphasized by us
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Product literature covers can appea
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Product literature of different sha
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Specification sheets are developed
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The typefaces used outside a graphi
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Promotional Materials g GE Identity
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In all promotional materials, use a
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Counter card Display header band e
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When preparing direct mail material
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In these direct mail brochures, GE
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When designing T-shirts for promoti
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e GE Aircraft Engines Conditioned t
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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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02 XI. Live Show and Presenters A.
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27. Project Planning with Exhibit S
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77. Final Team Strategy Meeting Att
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Wall panel White Carpet Solid grey
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Zone 1: Brand Identity Zone 2: Prod
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g 1m white graphic signature overla
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g Heading on 2 lines: ITC New Baske
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g GE Plastics x g GE Plastics Secti
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a g GE Appliances a g GE Appliances
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01 02 03 04 Presentations Contents
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again again 01 Which form is best:
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Sequence and Emphasis of Informatio
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Newsletters g These standards apply
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HQ to link with live videoconferenc
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Keep the masthead clear of any symb
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Typeset headlines in ITC New Basker
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HQnews / April 11, 2003 Visiting Ch
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g Virginia Wilson GE Transportation
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g GE Consumer Service Uniform Patch
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Stationery for North American Busin
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A. Address block g 1. Employee’s
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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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