GE - Billy Blue Communication Design

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Use color correctly. • In a graphic signature, use the corporate colors whenever possible. • In other elements such as backgrounds and headlines, use any appropriate color. For guidelines on color, see document 132, Color. Use program typography. • In a graphic signature, use only Univers 68* and, if needed, Univers 48.* (As an option in product signatures, ITC New Baskerville Italic or a combination of Univers 68 and 48 may be used.) For guidelines on the use and specification of signature typography, see document 131, Graphic Signatures, pages 31 to 35. • Outside a graphic signature, - (preferred) use ITC New Baskerville in all headlines and text, and use the Univers series for typographic accents such as captions and folios - (alternative) use Univers in all headlines and text, and use ITC New Baskerville for typographic accents such as captions and folios • Limit the number of type sizes and weights. Generally, use no more than three sizes and two weights in any one application. For guidelines on the use and specification of program typography, see document 133, Typography. Promotional Brochures Guidelines, continued GE Identity Program 243, Promotional Brochures GE Identity Website: www.ge.com/identity 243.03 Do not use • organizational design marks such as logotypes, symbols, or icons for components, divisions, departments, or operations • secondary product or service design marks such as logotypes, symbols, or icons for products or services • decorative borders, shapes, or patterns • graphic signatures for page titles, subtitles, folios, or any decorative purpose Instead, use graphic support elements such as • photographs • illustrations • thematic graphics • the Dynamic Monogram (See document 134, Dynamic Monogram.) Reproduction Materials For computer artwork, the following reproduction materials are available from the GE Identity Website to all GE employees and their suppliers: • GE Logo Font, containing all versions of the signature and Dynamic Monograms • authentic versions of the program typefaces: - Univers and Univers Condensed - ITC New Baskerville *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
The first step in developing a promotional brochure cover is to select • graphic signature content • layout elements To facilitate selection, typical cover alternatives are diagrammed and demonstrated in the promotional brochure creative matrix shown on pages 05 and 06. A single typical brochure is shown in 21 variations. Each variation combines one option of graphic complexity with one level of signature content, as described below. Graphic Complexity Each horizontal row contains the same seven options of graphic complexity: • On the far left (1), the simplest layout (using only program typography) is shown. • On the far right (7), the most complex layout (using program typography combined with a thematic graphic and a photograph or an illustration) is shown. • In the middle (2 to 6), the other options, increasing in graphic complexity from left to right, are shown. Signature Content Each vertical row contains the same three levels of signature content: • At the top (A), the brochure title appears in the signature typography with no information below the signature. • In the middle (B), the brochure title appears in the signature typography with a subtitle below the signature. • At the bottom (C), the component or affiliate communicative name appears in the signature typography with the brochure title (and subtitle, if needed) below the signature. Each example in the matrix demonstrates one option of graphic complexity combined with one level of signature content. Together the examples define typical combinations of graphic signatures with other graphic and typographic elements. Select the combination that best accommodates your needs and develop your brochures according to the guidelines on pages 02 and 03. Signature Content > Graphic Complexity > Promotional Brochures Creative Matrix A 1 2 3 4 5 6 7 B 1 2 3 4 5 6 7 C 1 2 3 4 5 6 7 Signature Content g Brochure Title ____________ g Brochure Title ____________ Subtitle g GE Communicative Name ___________ Brochure Title Subtitle GE Identity Program 243, Promotional Brochures GE Identity Website: www.ge.com/identity Graphic Complexity 1 Typography only 2 Typography + Dynamic Monogram 3 Typography + one photograph 4 Typography + multiple photographs 5 Typography + full-bleed photograph 6 Typography + thematic graphic 7 Typography + thematic graphic + one photograph 243.04 continued
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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
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New Businesses Name&Trademark Pract
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Joint Ventures Name &Trademark Prac
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e FANUC A good example of the benef
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e g GE Similar benefits accrued whe
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Monogram Laser Line Signature Typog
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Graphic Identifier e FANUC e FANUC
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Acquisitions Name &Trademark Practi
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A primary purpose of the GE Identit
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The acquisitions naming decision tr
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Note: Before permitting an acquisit
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Market Considerations & GE Ownershi
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1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
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Once the • design and layout of t
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Company applications Company applic
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Product Literature Advertising g Sp
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Acquisitions Name & Trademark Pract
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g GE We bring good things to life.
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A primary purpose of the GE Identit
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Note: Before an acquisition may ado
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Joint Ventures Name & Trademark Pra
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g GE We bring good things to life.
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Market Considerations & GE Ownershi
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1 ⁄4 D D 1 ⁄4 D 1 ⁄4 D e Mark
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Once the • design and layout of t
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Company applications Company applic
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Product Literature Advertising g Sp
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Licensees Trademark Practices Conte
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In 1987, GE introduced an identity
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1. Do not use the GE graphic system
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Stationery Business forms specific
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Products Packages Gg Spacemaker Gg
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Advertising Exhibits re te feugait
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Dealers& Distributors Trademark &Gr
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Introduction 360.02 As a GE dealer,
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In 1987, GE introduced an identity
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1 ⁄2 D D D D 1 ⁄2 D D g GE Prim
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Five Basic Rules for Dealers & Dist
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Five Basic Rules for Dealers & Dist
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Prova en lada av any ER energi-soar
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Television and Radio Advertising Gu
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Gg Lampa Prova! e Authorized Distri
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e 7 8 * # 0 Authorized Dealer CV 20
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e Mobile Communications Authorized
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Weyburn’s Home Appliances Barnsdo
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g e Correct reproduction Correct re
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Original Equipment Manufacturer (OE
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OEM Shipping Cases & Cartons Origin
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Using the Adobe ® Acrobat ® famil
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Standard Guidel thumbnail navigatio
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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
Page 682 and 683: e Permanent Split Capacitor g Energ
Page 684 and 685: Shipping Cases & Cartons outside th
Page 686 and 687: Marketing Communications Gg GE Iden
Page 688 and 689: Advertising Contents GE Identity Pr
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Page 692 and 693: man at 203 326-4199 r choice in inv
Page 694 and 695: To align the graphic signature with
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Page 698 and 699: e Print Advertising Examples F 1 1
Page 700 and 701: Graphic support elements such as ph
Page 702 and 703: Introducing a line of built-in appl
Page 704 and 705: Against light grey backgrounds, the
Page 706 and 707: The minimum 133-line screen require
Page 708 and 709: Outdoor advertisement A ding-free c
Page 710 and 711: e e GE GE Aircraft Engines We bring
Page 712 and 713: These guidelines apply to Yellow Pa
Page 714 and 715: These guidelines apply to White Pag
Page 716 and 717: Advertising outside the U.S.A. GE I
Page 718 and 719: Recruitment Advertising Contents 24
Page 720 and 721: 1/3 2/3 Engineers GE is looking for
Page 722 and 723: Engineers GE is looking for bright
Page 724 and 725: A Director of Quality. Leeds Financ
Page 726 and 727: A Director of Quality. Leeds Financ
Page 728 and 729: Advertising outside the U.S.A. GE I
Page 730 and 731: Promotional Brochures Contents GE I
Page 734 and 735: For an explanation of the promotion
Page 736 and 737: The content of a graphic signature
Page 738 and 739: When a single photograph or illustr
Page 740 and 741: A thematic graphic is an image used
Page 742 and 743: The examples on pages 20 to 25 demo
Page 744 and 745: Gg Signature Content: Communicative
Page 746 and 747: When developing the inside of promo
Page 748 and 749: Literature Product g GE Identity Pr
Page 750 and 751: These guidelines apply to all produ
Page 752 and 753: The first step in developing a prod
Page 754 and 755: The content of a graphic signature
Page 756 and 757: Information can be emphasized by us
Page 758 and 759: Product literature covers can appea
Page 760 and 761: Product literature of different sha
Page 762 and 763: Specification sheets are developed
Page 764 and 765: The typefaces used outside a graphi
Page 766 and 767: Promotional Materials g GE Identity
Page 768 and 769: In all promotional materials, use a
Page 770 and 771: Counter card Display header band e
Page 772 and 773: When preparing direct mail material
Page 774 and 775: In these direct mail brochures, GE
Page 776 and 777: When designing T-shirts for promoti
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Page 780 and 781: 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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