GE - Billy Blue Communication Design

FAQ
:
Frequently Asked Questions
about GE Advertising & Branding
g
GE Identity Program
Advertising & Branding
My business goes to market under our own brand, not the GE brand. May I use
the Monogram, Dynamic Monogram, or any other elements of the GE graphic
system in my business presentation to customers to leverage GE’s equity?
No. If you go to market under your own brand, your business is either a level
4 or 5 acquisition, as determined by the acquisitions naming process.
At level 5, the identifier of an acquisition communicates no association
whatsoever with GE. The acquisition continues to use the same identifier
as when GE acquired the business.
At level 4, the identifier of an acquisition establishes a minimal association with
GE. The acquisition continues to use the same identifier as when GE acquired
the business and adds a verbal reference to the GE business having responsibility
for the acquisition. For example, the phrase “A GE Capital Company” is displayed
beneath the identifier of a GE Capital level 4 acquisition. For level 4 acquisitions,
such a verbal phrase—called an endorsement—is the only reference to GE
permitted in display.
For both level 4 and 5 acquisitions, the elements of the GE graphic system may
not be used. Thus, in business presentations by level 4 or 5 acquisitions, the
Monogram, Laser Line, graphic signature, corporate colors, program typography,
and Dynamic Monogram may not be used. In the text of the presentation, the
relationship with GE may be discussed, but the look and feel of the presentation
graphics must be distinctly different from a GE presentation.
For more information, see document 341, New Businesses Name & Trademark
Practices.
continued
392
Revised
2001.11