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Product Literature Advertising g Spacemaker Owner’s xManual re te feugait nulla facilisi. L ipsum dolor sit amet cosectet g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name Front Back Introducing Joint Ventures Use of GE Trademarks in Marketing Applications, continued Spacemaker microwave ovens Lorem ipsum dolor sit amet, con sectetuer adipiscing elit, sed dia nonummy nibh euismod incid uut laoreet dolore magna aliqua m erat volutpat ut wisi enim ad. Veniam, quis nostrud exerci tatio ullamcorper suscipit lobortis nisl ut aliquip ex ea commod. Autem vel eum iriure dolor in he drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit praesent lupta tum zzril delenit augue duis dolo re te feugait nulla facilisi. Lorem ipsum dolor sit amet cosectetuer. g is a trademark of General Electric Company and is used under license by Licensee’s Name Lorem ipsum dolor sit amet, con sectetuer adipiscing elit, sed dia nonummy nibh euismod incid uut laoreet dolore magna aliqua m erat volutpat. Ut wisi enim ad veniam, quis nostrud exerci tatio ullamcorper suscipit lobortis nisl ut aliquip ex ea commod. Autem vel eum iriure dolor in he drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit praesent lupta tum zzril delenit augue duis dolo re te feugait nulla facilisi. Lorem ipsum dolor sit amet cosectetuer. Lorem ipsum dolor sit amet, con sectetuer adipiscing elit, sed dia nonummy nibh euismod incid uut laoreet dolore magna aliqua m erat volutpat. Ut wisi enim ad veniam, quis nostrud exerci tatio ullamcorper suscipit lobortis nisl ut aliquip ex ea commod. Autem vel eum iriure dolor in he drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit praesent lupta. g Spacemaker Licensee’s Identity Licensee’s Street Address Licensee’s City, State, Zip Licensee’s Phone Number g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name GE Identity Program 343, Joint Ventures Name & Trademark Practices GE Identity Website: www.ge.com/identity 343.39 Licensee’s Identity Licensee’s Street Address Licensee’s City, State, Zip Licensee’s Phone Number g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name Licensee’s Name introduces another GE brand kitchen appliance, the Spacemaker microwave oven—the best in the world. It’s so good that Licensee’s Name guarantees your satisfaction. Veniam, quis notrud exerci tatio ullamcorper suscipit lobortis ut aliquip ex it in vulputate velit e am, quis nostrud exe amcorper suscipit lobortis ut aliquip ex ea commod. Autem vel eum iriure dolor in he drerit in vulputate velit esse mol estie consequat, vel illum dolore eu feugiat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit praesent lupta. For more information, contact Licensee’s Name.
Licensees Trademark Practices g GE Identity Program These standards apply generally to all licensed users of the GE trademarks. As a licensee of the GE trademarks, you are an investor in a valuable property. You share with GE and its other licensees an opportunity and responsibility to protect and enhance the value of this property—to preserve and strengthen the unique attributes of the GE trademarks. The key to protecting and enhancing the value of the GE trademarks lies in their correct and consistent use by everyone in all applications. You benefit from others’ correct use, and they in turn benefit from yours. Working together to uphold a common set of standards, you and all other users of the GE trademarks help to preserve and enhance their value. This document provides an introduction to the correct use of the GE trademarks and outlines what is expected of all licensees. 350 Revised 2001.11
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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
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WE’VE JUST TOPPED THE TOP COOKTOP
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Grow your kitchen with Gg Spacemake
Page 510 and 511: New Businesses Name&Trademark Pract
Page 512 and 513: Joint Ventures Name &Trademark Prac
Page 514 and 515: e FANUC A good example of the benef
Page 516 and 517: e g GE Similar benefits accrued whe
Page 518 and 519: Monogram Laser Line Signature Typog
Page 520 and 521: Graphic Identifier e FANUC e FANUC
Page 522 and 523: Acquisitions Name &Trademark Practi
Page 524 and 525: A primary purpose of the GE Identit
Page 526 and 527: The acquisitions naming decision tr
Page 528 and 529: Note: Before permitting an acquisit
Page 530 and 531: Market Considerations & GE Ownershi
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
Page 538 and 539: Product Literature Advertising g Sp
Page 540 and 541: Acquisitions Name & Trademark Pract
Page 542 and 543: g GE We bring good things to life.
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
Page 550 and 551: g GE We bring good things to life.
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 556 and 557: Once the • design and layout of t
Page 558 and 559: Company applications Company applic
Page 562 and 563: Licensees Trademark Practices Conte
Page 564 and 565: In 1987, GE introduced an identity
Page 566 and 567: 1. Do not use the GE graphic system
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
Page 580 and 581: 1 ⁄2 D D D D 1 ⁄2 D D g GE Prim
Page 582 and 583: Five Basic Rules for Dealers & Dist
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Page 586 and 587: Prova en lada av any ER energi-soar
Page 588 and 589: Television and Radio Advertising Gu
Page 590 and 591: Gg Lampa Prova! e Authorized Distri
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Page 594 and 595: e Mobile Communications Authorized
Page 596 and 597: Weyburn’s Home Appliances Barnsdo
Page 598 and 599: g e Correct reproduction Correct re
Page 600 and 601: Original Equipment Manufacturer (OE
Page 602 and 603: OEM Shipping Cases & Cartons Origin
Page 604 and 605: Using the Adobe ® Acrobat ® famil
Page 606 and 607: Standard Guidel thumbnail navigatio
Page 608 and 609: 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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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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