GE - Billy Blue Communication Design

Five Basic Rules
for Dealers & Distributors
1. Do not use the GE graphic system in company (or corporate identity) applications.
Company (or corporate identity) applications
include your company letterhead, business cards,
forms and checks, facility signs, and vehicles.
These applications are used to identify your
company—not General Electric Company
—as the supplier of GE products and services.
Since GE uses the GE graphic system in all company
or corporate applications, it would be confusing
if sales and service businesses were also to use the
system in their corporate applications.
2. Use the GE graphic system in marketing applications.
Marketing applications include product advertising
and literature, tradeshow exhibits, and point-of-sale
displays.
Since these applications identify products or
services sold under the GE trademarks according
to your sales or service agreement, they should
prominently feature the GE graphic system
—not your own company identity.
3. Thus, in general, for the following applications: use this identity:
Company
applications
Company
applications
with incidental
marketing value
Marketing
applications
• recruitment advertising
• employee
communications
• checks
• business forms not
specific to licensed
products
• stationery
• primary facility signs
• vehicles
• business forms specific
to licensed products
• product literature
• sales promotion
• advertising
GE Identity Program 360, Dealers & Distributors Trademark & Graphic System Practices GE Identity Website: www.ge.com/identity
360.15
To avoid misleading the public, your company
applications must prominently feature your own
company identity, not the GE graphic system.
If it is desirable to include the GE trademarks
in your company applications, use a graphic
signature with product or service names in a clearly
subordinate position, preserving clear and strong
emphasis on your own company identity.
In marketing applications, the name and address
of your company must also be used: for example,
in an address block.
However, in certain applications where identification
of your company as the supplier of the products
or services helps to avoid confusion with GE
—for example, in tradeshow exhibits—your own
company identity must be prominently featured
and take precedence over the GE trademarks.
your own company identity
Do not use GE trademarks or the GE graphic system.
dominant: your own company identity
subordinate: graphic signature with generic
product or service names or illustrations
dominant: GE graphic system
subordinate: your name and address
continued