GE - Billy Blue Communication Design

FAQ: Advertising & Branding,
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May I translate “GE” and my business name into my local language?
GE Identity Program 392, FAQ: Advertising & Branding GE Identity Website: www.ge.com/identity
392.03
No. The Company goes to market worldwide as “GE,” communicated in English
only. Since some local trademark laws do not protect and do not permit translation
of a company name, we use the same English name around the world.
Similarly, we use the same English names for our businesses everywhere:
for example, GE Plastics, GE Medical Systems, and GE Transportation Systems.
“General Electric Company” is better known in my country than “GE.”
May we go to market as “General Electric Company”?
No. The Company goes to market worldwide as “GE,” and each of the Company’s
components and licensed affiliates identifies itself with its communicative
name—in most cases, the name “GE” plus a generic description of the business’s
primary competence or product line—in copy, conversation, and a graphic
signature. (Note: Where required, the legal name, “General Electric Company,”
is used: for example, in an address block on letterheads.)
In 1987, this practice was standardized in the GE Identity Program, and
it was reaffirmed by a consensus of the European CEC business leaders in 1995.
As communications reach around the world to customers who increasingly
operate globally, we have resolved to present a single, consistent identity
to these constituents.The combined power of all GE businesses going to market
and communicating as “GE”will help drive high brand awareness in markets
where it may be low today.
Nevertheless, “General Electric” (not “General Electric Company”) may be
displayed in a graphic signature to identify and promote the GE brand of
products or services where there is a compelling reason to use the name
“General Electric” rather than “GE”: for example, GE Lighting markets light
bulbs in Europe using a graphic signature with the name “General Electric”
on packages and in advertisements. Note: Before first use, obtain authorization to use
“General Electric” in a signature from the Manager – GE Identity, GE Corporate Marketing
Communications.