GE - Billy Blue Communication Design

These guidelines
apply to Yellow Pages
advertising of
•the Company and its
- components
-subcomponents
- licensed affiliates
• the GE brand of
products and services
Note: The Dynamic
Monogram may be
used by only GE components
and licensed
affiliates—not non-
Company service
operations, even if
they are authorized
to use the Monogram
alone or in a graphic
signature.
• Use special signature B shown in the examples on
page 71. (For signature construction drawings
and guidelines, see document 131, Graphic Signatures,
pages 17 and 18.) This signature arrangement
permits the signature Monogram to be
placed closer to the Laser Line than is possible in
the other graphic signatures. Note: Avoid using
the special signatures in general commercial,
industrial, consumer, or consumer trade advertising.
- Use the communicative name of the component
or affiliate (such as “GE Computer Service” or
“GE Consumer Service”), typeset in Univers 68*
initial capital and lowercase letters, in the
signature. For more information on signature
typography, see document 131, Graphic Signatures,
pages 31 to 35.
• Place the signature at the top of the format.
- Place the signature Monogram in the upper-left
corner. Maintain clear space equal to one-quarter
the diameter of the signature Monogram above
and to the left of the Monogram.
- Place the signature typography in the right portion
of the format, with its baseline horizontally
aligned with the base of the signature Monogram.
- Bleed the Laser Line left off the format (to abut
the enclosing rectangular outline, where such
outlines are required). End the Laser Line at a
point of vertical alignment with the end of the
“E” in “GE.”
• Use the three-quarter version of the Dynamic
Monogram in the lower-right corner. This element
draws attention to the advertisement and
can help relate Yellow Pages advertising to other
media, such as the identification on service vans.
-Bleed the Dynamic Monogram off the bottom
and right edges of the format (to abut the
enclosing rectangular outline, when such outlines
are required).
-Print the Dynamic Monogram in solid black—
an exception to the standards for reproducing
the Dynamic Monogram.
-Do not allow any typography or graphic elements
to overprint the Dynamic Monogram.
For more information, see document 134,
Dynamic Monogram.
Yellow Pages Advertising
Guidelines
GE Identity Program 241, Advertising GE Identity Website: www.ge.com/identity
241.70
• Use ITC New Baskerville in copy appearing
outside the signature.
- Set copy in columns, flush left, ragged right.
- Use no more than three sizes and two weights
of ITC New Baskerville whenever possible.
- For moderate emphasis of copy, use a heavy weight
of typography or bullets.
- For strong emphasis of copy, reverse typography
from a solid black bar.
For information on the ITC New Baskerville series,
see document 133, Typography, pages 04 and 05.
•Align copy columns with signature elements.
- When space is sufficient, keep the left margin
beneath the signature Monogram clear. This
clear margin helps to accentuate the signature
Monogram. When this is not possible, align the
left copy column with the left edge of the
signature Monogram.
- Align a second copy column with the signature
typography.
-Align other graphic elements, such as the
images of credit cards, with the copy columns or
signature elements.
•If applicable, position the slogan, “We bring good
things to life.”—typeset in Univers 68*—at the
bottom of the format, aligned with a copy column.
*In computer typesetting, other names may be used, such as
• for Univers 68, Univers (67) Condensed Bold Oblique
• for Univers 48, Univers (47) Condensed Light Oblique