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Contents 010

Basic Standards 100

Application Standards 200

Special Guidelines 300

Reproduction Materials 500

Document Plan 700

GE Identity Program 010, Contents GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

010.01GE Identity Program Standards & GuidelinesContents

100, Basic Standards

110, Program Overview

120, Trademark Practices & Protections121, Primary Trademarks & Service Marks122, Secondary Trademarks & Service Marks123, Trade Names, Trademarks,

& the GE Identity Program (30.11)

130, Graphic System131, Graphic Signatures132, Color133, Typography134, Dynamic Monogram

200, Application Standards

Products & Packages210, Product Identification220, Packaging230, Shipping Cases & Cartons

240, Marketing Communications241, Advertising242, Recruitment Advertising243, Promotional Brochures244, Product Literature245, Promotional Materials247, Exhibits248, Presentation Materials

250, Employee Communications251, Newsletters252, Employee Identification242, Recruitment Advertising

(See document 242 in Marketing Communications)

Stationery for261, North American Components & Affiliates262, Corporate Staff264, Components outside North America

Formatting Stationery263, in North America265, outside North America

Other Applications270, Forms & Checks280, Facility Signs285, Facility Signs Engineering Drawings290, Vehicle Identification

300, Special Guidelines

301, Component Names

315, Summary Standards & Guidelines

AffiliatesFor GE employees:

341, Name & Trademark Practices for AffiliatesFor acquired affiliates:

342, Acquired Affiliates Name & Trademark PracticesFor joint venture partners:

343, Joint Venture Affiliates Name & Trademark Practices

Licensees & Other Users350, Licensees Trademark Practices360, Sales & Service Businesses

Trademark & Graphic System Practices370, OEMs

Other Special Guidelines381, Adobe Acrobat & GE Identity Program Documents382, GE Logo Font382.Sup, GE Logo Font Supplement

390, Frequently Asked Questions391, FAQ: Basic Standards392, FAQ: Advertising & Branding

500, Reproduction Materials

Contained in this volume:540, Signature Monogram

Grid Drawings

Available from the GE Identity Website or Hotline:

551, GE Logo FontCustom font for Windows or Macintosh computers with all versions of the signature and Dynamic Monograms.Note: On the CD-ROM, the PostScript version of GE Logo Font is available in the following folders inside theFonts folder:• For Macintosh, 551_M_PS folder• For Windows, 551_W_PS folder

560, Color SamplesOffset-printed sheets used to establish visual standards for match color reproduction with one uncoated and one coated sheet of Platinum Grey, Laser Red, the GE Grey & Metallic Color Palette, GE Dark Color Palette,and GE Bright Color Palette

Basic

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Trademark Practices & Protections 120Primary Trademarks & Service Marks 121Secondary Trademarks & Service Marks 122Trade Names, Trademarks, 123 & the GE Identity Program (30.11)

Graphic System 130Graphic Signatures 131Color 132Typography 133Dynamic Monogram 134

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Letter from John D. Opie 110. 01

Why was the GE Identity Program created? 110.02

What is the GE Identity Program? 110.03

Who is included in the GE Identity Program? 110.04

Glossary 110.10

Letter from John D. Opie 110.01

GE Identity Program 110, Program Overview GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

To: GE Identity Program participants

In the ever-demanding global business climate of the 90s and beyond, it is critical that we protect and enhance GE’s unique competitive advantage—our name and reputation.

As we move to become the most entrepreneurial, agile, and profitableenterprise in business today, real competitive advantage can be gained and leveraged in the proper and disciplined use of the Company’s trademarks.

Although competitors can market similar products and services around the world, none can offer these under the mark of the Monogram, an enduringsymbol of innovation, reliability, dynamism, trust, and value to our customers.

These guidelines help you realize the tremendous advantage our name andidentity can bring to your customers, your business, and our Company. Please read these guidelines carefully, implement them fully, and reap theadvantages of this powerful competitive tool.

Sincerely,

John D. Opie

Vice Chairman & Executive Officer


Why was the GE Identity Program created?Why?

110.02

Analysis

• The name “GE” and the Monogram are universally recognized.• The breadth of the Company’s diversity has increased in recent years

as a result of growth and acquisitions.• GE is primarily associated with appliances; the Company’s diversity

is not generally understood.• The name “General Electric” is inaccurate as the Company’s businesses

are no longer predominantly “electrical.”

• GE has one of the best reputations among major corporations; the Company’s goodwill is high.

• The basic strength of the Company’s image is its reputation for reliabilityand quality.

• The Company is not perceived to be as innovative and dynamic as, in fact, it is.

• GE’s use and application of design and graphics has not been systematized,leading to

- a fragmented and outdated presentation of the Company’s identity- wide variation in quality• The GE identity is a highly valuable asset, benefiting its businesses and affiliates.

Program Objectives

• Broaden awareness of GE’s diversity so that people have amore accurate perceptionof the Company.

• Maintain GE’s image of reliability andimprove perception of its innovation anddynamism.

• Unify GE’s identity through a consistent andhigh-quality applicationof contemporary programstandards throughoutthe Company.

The Company’s identity—our name, trademark, and graphic presentation—is one of our most valuable assets. As the most visible representation of our Company,the GE identity is an important tool we can use to shape the perceptions of our customers, investors, and employees. Therefore, it is critical that we leverage this asset for competitive advantage today and protect it for the future.

It is for these two purposes—leverage and protection of a valued asset—that the GE Identity Program exists.

This program is the product of an exhaustive reexamination of the Company’s image and identity and related practices. This analysis began with extensive interviews in 1986among customers and employees throughout the world and concluded with three keyobjectives:



What? To accomplish our objectives, the three-part GE Identity Program provides naming standards, graphic standards, and application guidelines.

Naming standardsaddress the first objec-tive of the program:to broaden awarenessof GE’s diversity. The guiding principleis simplification ofour names so thatthey are accurate and easily understood.

These are the key elements:

• The name of the Company is “GE.” We no longer use the name “General Electric Company,”except when legallyrequired.

• Components use “GE”with an accurate, short,and easily understooddescription of theirbusiness: for example,“GE Appliances” and “GE Plastics.”

• Affiliates may choose to use “GE” and/ortheir own names. The affiliate namingprocess helps to deter-mine the most appro-priate affiliate names.

Reliability is conveyedby

• continuing use of theMonogram, a 100+year-old symbol thatis familiar and trusted

• standardizing the color of the Monogramto Platinum Grey,creating a classic and distinguishedpresentation

• using a serif typeface,ITC New Baskerville,suggesting traditionalqualities

Application standards,the final part of theprogram, detail correct use of thenaming and graphicstandards in all media.The fundamentalprinciple guidingday-to-day applicationof the identity is theconsistent and correctimplementation of the program standardsas the context forcreativity.

Graphic standardshelp to achieve theother two objectivesof the program:to improve perceptionof the Company andunify the presentationof our identity. Peoplerecognize our relia-bility, but they havefailed to credit us forour dynamic andinnovative responseto a changing businessenvironment.

Dynamism and inno-vation are conveyed by

• using a signature thatprovides a contemporaryenvironment for theMonogram;the signature features

- the Laser Line, sug-gesting the precisionof high technology

- an italic typeface,Univers, suggestingenergetic forwardmovement

- an asymmetrical layout,conveying movementwith its visual tension

• selectively using a por-tion of the Monogramon a large scale—theDynamic Monogram—suggesting thatthe Company is too dynamic to becontained

The graphics capture the paradox of our image—reliability combined with dynamism.


Who? Who is includedin the GE Identity Program?

110.04

Whether the GE Identity Program applies to you and the communications you handle depends on the answer to a single question:

Do you use the name “GE” or the Monogram to identify or promoteyour product, service, component, subcomponent, division, department, operation,internal function, program, or project?

Yes.If you use the name “GE” or the Monogram to identifyor promote your product, service, organizational part,or internal activity, then the GE Identity Programstandards and guidelines apply to all your com-munications, from letterheads and business cardsto advertising, promotional materials, and signs.The GE Identity Program provides standards andguidelines controlling the use of the name “GE”and the Monogram in all media.

Everyone with responsibility for creating, purchasing, or managing communications for theCompany and its operating units and affiliates—both GE employees and their authorized suppliers—should carefully review and apply the principles and standards contained in the GE Identity Program documents.

Note: Special guidelines are available for• components outside North America• affiliates, joint ventures, and joint projects• dealers, distributors, sales representatives, and

repair shops• external licensees• original equipment manufacturers (OEMs)• materials used in the United Kingdom

See document 300, Special Guidelines.

No. If you make no reference to GE—that is, you do not use the name “GE” or the Monogram to identify orpromote your product, service, organizational part, or internal activity—then the GE Identity Programstandards and guidelines do not apply to yourcommunications.

Your only obligations in support of the GE

Identity Program are these:

• In copy (such as in the body of letters) and conversation (such as in sales presentations),use the correct communicative names for GE

components and affiliates. (For a current list ofcomponent communicative names, see document301, Component Names, page 05.)

• In designing communications, avoid using GE Identity Program elements such as

- the graphic signature structure, including· the Laser Line· signature typography

- the corporate colors:· Platinum Grey · Laser Red

- program typography, including the series· Univers and Univers Condensed· ITC New Baskerville

Note: In all media, all users of the Company’strademarks and service marks are subject to theuse and protection guidelines in these documents:

• 121, Primary Trademarks & Service Marks• 122, Secondary Trademarks & Service Marks• 123, Trade Names, Trademarks, & the GE Identity

Program

continued


Who is includedin the GE Identity Program? continued

110.05

Examples of components, affiliates, and commu-nications that are not subject to the standardsand guidelines of the GE Identity Program include

• RCA® brand promotional media such as advertising, brochures, product literature, andpackaging (without any GE identification)

Note: Permanent media such as stationery, busi-ness forms, signs, vehicles, and shipping cartonsused by the GE components that market the RCA

brand are subject to the standards and guidelinesof the GE Identity Program.

• Permanent and promotional media used by- NBC

- Hotpoint (without any reference to GE)- acquired affiliates using level 4 and 5 names

as determined by the affiliate naming process (See document 341, Name & Trademark Practicesfor Affiliates.)


Glossary 110.10

affiliatean independent legal entity that is separate anddistinct from the Company, in which the Com-pany or one of its components or affiliates holds adirect or indirect ownership interest

affiliate naming processthe method by which names are developed foracquired affiliates, using the five-level namingscheme and the naming decision tree(See document 341, Name & Trademark Practicesfor Affiliates, pages 21 to 27.)

applicationan item of promotional or permanent media

backgroundthe area surrounding an image; specifically, the area surrounding the Monogram

baselinethe alignment point of letterforms along theirbottom edges

bleedto reproduce so the image continues off the format

brand or brand marksynonym for word mark or design mark

capital heightthe vertical dimension of an uppercase lettermeasured from its top to its base perpendicularto the baseline

capital lettera large or uppercase letter as distinct from a lowercase letter in the alphabet

communicative namethe informal name of the Company or one of itsorganizational elements, used in conversation,copy, and graphic signatures. It does not containlegal terms such as “Company,” “Inc.,” or “Ltd.”(For example, the communicative name of theGeneral Electric Company is “GE.”)

componenta wholly owned organizational element of theCompany that operates without a separate boardof directors

condensedhaving the characteristic of type compressed in width (For example, this sentence is typeset in a condensed typeface.)

corporate colorPlatinum Grey or Laser Red(See document 132, Color, page 02.)

corporate marka word mark or design mark used to designate the GE brand of products or services, including• the Monogram• the block letter initials “GE”• the General Electric Signature(See document 121, Primary Trademarks & ServiceMarks, pages 03 to 11.)

design marka symbol, logotype, or other visual deviceadopted and used by the Company to designateits products or services and differentiate themfrom any others. A design mark is usually protected by registration in the U.S. Patent &Trademark Office (for example, the Monogram,the NBC Peacock, the RCA logotype).(See document 121, Primary Trademarks & ServiceMarks, page 01.)

Dynamic Monogramone of the authorized drawings of only a portionof the Monogram, used as graphic support in program applications(See document 134, Dynamic Monogram.)

continued


Glossary, continued 110.11

fieldthe area within the Monogram, excluding the letters/curlicues and including the outline circleof the positive Monogram(See document 131, Graphic Signatures, page 30.)

five-level naming schemea tool used in the affiliate naming process thatincludes five types of names, each communicatinga specific degree of association between theCompany and an affiliate(See document 341, Name & Trademark Practicesfor Affiliates, pages 22 and 23.)

flush leftaligned at a common left margin (See visually flush left.)

formatan area in which elements of identification, such as graphic signatures and other graphic andtypographic elements, are placed

four-color processa method of reproducing full color by separatingthe desired colors into screen values of the primary ink colors—magenta, cyan, and yellow—and black, and printing them in combination

GE color paletteone of the three groups of colors used in program applications(See document 132, Color, pages 03 to 05.)

General Electric Signaturethe name “General Electric” typeset in all capitalsans serif letters with the Monogram placed betweenor centered above the words in the name(See document 121, Primary Trademarks & ServiceMarks, page 04.)

generic namea name consisting of common words not protected by trademark registration

graphic signaturethe fundamental visual expression of identity,usually consisting of three elements,• the signature Monogram• signature typography• the Laser Lineconfigured in one of the acceptable arrangements(See document 131, Graphic Signatures.)

graphic supporta visual element used in a layout to enhance the verbal message conveyed in a graphic signatureor other typography such as a title or headline (for example, a photograph, an illustration, a thematic graphic, the Dynamic Monogram)

gridan underlying structure used to organize elements in a layout

italichaving the characteristic of type with mainstrokes slanting to the right (For example, this sentence is typeset in an italic typeface.)

joint marksthe Monogram combined with an affiliate mark,used to identify a joint venture(See document 341, Name & Trademark Practices for Affiliates, pages 32 to 35.)

joint projectan ad hoc relationship between GE and anothercompany to handle a project, bid a job, market a product, and so on(See document 344, Name & Trademark Practices for Joint Projects.)

joint venturean independent business entity jointly owned by GE and one or more partners who cooperate in managing it(See document 341, Name & Trademark Practices for Affiliates, pages 30 to 39.)

continued



Laser Linethe fine horizontal line used as an element ofgraphic signatures(See document 131, Graphic Signatures, page 36.)

Laser Redthe corporate color often used in the Laser Line,the standard for which is shown and specified in document 560, Color Samples(See document 132, Color, page 02.)

layoutthe arrangement of graphic and typographic elements within a format

legal namethe formal name under which the Company or one of its organizational elements operates as a lawfully registered business, generally usedin media only when required by law, such as inthe address block on letterheads and in contracts,proposals, and agreements. A legal name oftencontains legal terms such as “Company,” “Inc.,”or “Ltd.” A legal name is not used in a graphic signature. (For example, the legal name of GE

is “General Electric Company.”)

letters/curlicuesthe script lettering of “GE” plus the scrolls that form a circle around the lettering in theMonogram (used as an abbreviated reference)(See document 131, Graphic Signatures, page 30.)

letterspacingthe space between letters in a word

line spacingthe space between lines of typography

linear Dynamic Monogramone of the authorized drawings of the DynamicMonogram in which the field is composed of finehorizontal lines(See document 134, Dynamic Monogram, pages 06 and 07.)

lowercase lettera small letter as distinct from a capital letterin the alphabet

marginthe area in a format usually kept clear of running text

marksynonym for word mark or design mark(See document 121, Primary Trademarks & ServiceMarks, page 01.)

match colora color reproduced using a specially mixed inkinstead of four-color process

mediaforms of communication

Monogramthe authorized drawing of the trademark design,containing the initials “GE” in script letteringenclosed in curlicues forming a circle, thatappears in GE Identity Program documents(See document 131, Graphic Signatures, page 30.)

naming decision treea tool used in the affiliate naming process consisting of a succession of questions, theanswers to which assist in selecting from the five-level naming scheme(See document 341, Name & Trademark Practicesfor Affiliates, pages 24 and 25.)

outline circlethe outside line surrounding the letters/curlicuesin the positive form of the Monogram(See document 131, Graphic Signatures, page 30.)

continued



permanent mediaforms of communication that do not conveychanging promotional messages and are there-fore designed once and reproduced without significant change (for example, stationery, business forms, signs, vehicles, product identifi-cation, shipping cartons)

picathe basic typographic unit of measure used in GE Identity Program documents, equal to l⁄6 inch

Platinum Greythe corporate color often used in the Monogram and signature typography, the standardfor which is shown and specified in document560, Color Samples(See document 132, Color, page 02.)

pointthe smallest typographic unit of measure used in GE Identity Program documents, equal to l⁄12 pica

positivebeing dark in value against a light background

primary marka design mark or word mark used to designate a broad range of the Company’s products or services(See document 121, Primary Trademarks & Service Marks.)

program applicationan item of promotional or permanent mediaprepared according to the GE Identity Programstandards and guidelines

program typographythe typeface series Univers and ITC NewBaskerville (including their standard specifica-tion as defined in document 133, Typography)used in all program applications

promotional mediaforms of communication that are frequentlyredesigned to convey changing messages (for example, advertising, print, sales promo-tion, packaging)

® symbol (registered trademark symbol)the letter R within a circle (®) used to indicatethat a trademark or service mark is registered in theU.S. Patent & Trademark Office(See document 120, Trademark Practices & Protections.)

ragged righttypeset so two or more lines of typography arenot aligned at the right margin

reversebeing light in value against a dark background

romanhaving the characteristic of type with mainstrokes perpendicular to the baseline(For example, both this word and this word aretypeset in a roman typeface.)

sans serifhaving no serifs (For example, this sentence is

typeset in a sans serif typeface.)

screena device used in printing to decrease color intensity by reproducing fine dots of the color,specified as a percentage of the selected color(For example, a 30 percent screen of black simulates a medium grey.)

secondary word marka word mark used to designate single (or a narrowrange of) products or services (for example,Carry Cool®, Spacemaker®) that is normally displayedwith a primary design mark such as the Monogram(See document 122, Secondary Trademarks & Service Marks.)

serifhaving a fine line finishing off the main strokesof a letter (For example, this sentence is typesetin a serif typeface.)(See sans serif.)

service marka word mark or design mark used to designate a service(See document 121, Primary Trademarks & ServiceMarks, page 01.)

continued


signature contentthe message contained in the typography in a graphic signature(See document 131, Graphic Signatures, pages 06 to 09.)

signature Monogramthe Monogram used in a graphic signature(See document 131, Graphic Signatures, page 30.)

signature typographythe typesetting used in a graphic signature(See document 131, Graphic Signatures, pages 31 to 35.)

strokean element of a typographic form, usually drawnin one movement (For example, the letter “M”consists of four strokes.)

™ symbol (trademark symbol)the capital letters (™) used to indicate that a name or design is claimed as a trademark(See document 120, Trademark Practices & Protections.)

thematic graphican image suggesting an idea about the Companyor its organizational parts, used in promotional media(See document 243, Promotional Brochures, page 11.)

trademarka word mark or design mark used to designate a product or a line of products(See document 121, Primary Trademarks & ServiceMarks, page 01.)

trade namea word or phrase used in a trade to designate a business or firm rather than individual productsor services(See document 121, Primary Trademarks & ServiceMarks, page 01.)

uppercase lettera large or capital letter as distinct from a lowercaseletter in the alphabet

value (of a color)the relative darkness or lightness of a color

visually flush leftaligned at a common left margin so that formsthat do not have straight, vertical left sides areplaced slightly into the margin to give the appearance of alignment at the correct point(See flush left.)

weightthe boldness of a typographic element such as a letter or a line, measured according to thethickness of its main strokes

word marka word or phrase adopted and used by the Company to designate its products or servicesand to differentiate them from any others. A word mark is usually protected by registrationin the U.S. Patent & Trademark Office (for example, GE®, Hotpoint®, RCA®, Signa®,Spacemaker®).(See document 121, Primary Trademarks & ServiceMarks, page 01.)

word spacingthe space between words


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These guidelines apply to all users of GE’s primarytrademarks and service marks.

It is essential to safeguard all GE marks. Unlikepatents, which are protected by government action,trademarks and service marks are protected only bycontinued and proper use—not official registration.Registration of a mark in the U.S. Patent & Trade-mark Office merely establishes certain proceduralrights in the mark and, in the case of a dispute,makes it easier to defend exclusive rights.

Therefore, it is imperative that we use the markscorrectly ourselves and make sure that the resellersand licensees authorized to use them also under-stand and practice proper use.

GE Identity Program 121, Primary Trademarks & Service Marks GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Primary Trademarks & Service MarksContents

121.01

Using Primary Marks 121.02

Corporate Marks 121.03

Marks Used by Affiliates 121.05

Corporate Marks & Trade Namesoutside the U.S.A. 121.06Used by Outsiders 121.09

“General Electric” in a Graphic Signature 121.12

Definitions

trademark or service marka word, symbol, or any combination of theseused to identify and distinguish the products orservices of one company from those of another

Trademarks and service marks, which are oftenreferred to as marks, may be

• word marks, consisting of letters, words, or phrases• design marks, consisting of symbols, logotypes, or

other distinctive visual devices

“GE” in block letters is a word mark, and the Mono-gram and the RCA logotype are design marks.

Marks may also function as either• primary marks identifying a broad range of the

Company's products or services• secondary marks identifying a single product or

service or a narrow range of products or services

Thus, the word mark “GE” in block letters andthe design mark of the Monogram are primarycorporate marks because they identify manyunrelated products and services that have thesame corporate origin. The word marks “Space-maker” and “Carry Cool” are secondary marks thatare specific to only certain product lines, not tothe products or services of the Company generally.

trade namea word or phrase used in the trade to designate abusiness or firm rather than individual productsor services

Note: The Company’s legal name, “General Electric Company,” serves as a trade name. Also,the words “General Electric” and “GE” serve astrade names when they refer to the Company but serve as word marks when they refer to theCompany’s products and services.


121.02Using Primary Marks

In all applications, use design marks according to these guidelines:

• Use design marks prominently. Take advantageof their selling power by

- reproducing them in strong contrast to the background

- placing them away from all other words anddesigns

• Use marks on even and unpatterned or subduedbackgrounds. Do not display marks on patternedor distracting backgrounds because such usediminishes their strength and legibility.

(Note: The Dynamic Monogram, as discussed onpage 03, functions as graphic support to a fullMonogram used in a graphic signature. As such,it is reproduced in a subtle color of low contrast tothe background, and typography may overprint it.)

• Keep design marks free from other design elements. The Company’s design marks aredesigns in themselves. Encircling them withwords, graphic designs, shading, or outlinesalters the design and consequently jeopardizesthe impact as well as the exclusive rights gainedfrom years of consistent display.

• Do not use any mark to form a border, back-ground pattern, or object.

• Always use authorized reproduction proofs of Company design marks, available from the GE Identity Website or Hotline. Special materialsfor reproducing the Monogram in computer,video, and large-scale applications are also available from the Website or Hotline.

In copy, use wordmarks according tothese guidelines:

• Typeset the wordmark in the samestyle, weight, and sizeas surrounding copy.

Note: Companydesign marks maynot be used in anyphrase or sentence,and neither a wordmark nor a designmark may be used asa novelty punctua-tion device in head-lines or text.

• Distinguish primary word marks. Word marksshould be visually differentiated from otherwords in printed material every time they appear.Although there are a number of ways to accom-plish this, the recommended method is to

- capitalize only the first letter of each word in the markand use lowercase letters for the balance of the word mark(unless the word mark is composed of initials,such as “GE” or “RCA”)

- use all lowercase letters for the generic name that follows the word mark

For example,

Use:GE® refrigerators Hotpoint® refrigerators

Do not use:GE® Refrigerators HOTPOINT® refrigerators

• Do not use a word mark as a noun. Instead, use a generic name for the product or service imme-diately following the word mark. For example,

Use:“GE refrigerators are good investments.”

Do not use:“The GE is a good investment.”

Follow this guideline at least the first time thename is used to refer to Company products orservices and as often thereafter as is practical.

• Do not make a word mark plural or possessive.(Note: When a name is used to refer to the Com-pany rather than its products or services, it is atrade name and may be used in the possessive form.For example, “GE’s strategy” is an acceptable useof the trade name “GE” in the possessive form.)

• Do not use a word mark as an adjective to modifyany word other than a generic name for one ofthe Company’s products or services.

• Do not use the Company’s primary word marksimmediately preceding the Company’s secondaryword marks because such use would suggest thatanother company has a product or service withthe same secondary word mark. For example,

Use:Spacemaker® microwave oven

Do not use:GE Spacemaker® microwave oven


121.03Corporate Marks

GE has three corporate marks, with authorizedforms and formats for each. The availability ofmultiple versions provides flexibility to ensureprominent display of the corporate marks.

The corporate marks are the• Monogram• block letter initials “GE”• General Electric Signature

Each of the corporate marks is covered by trade-mark and service mark registrations in theUnited States and most other countries.

Use of these marks is generally limited to• GE components• affiliated companies licensed to use the marks• resellers of GE products

GE components have full use of the initials “GE” and the Monogram, subject to the controls and standards contained in this document and documents

• 131, Graphic Signatures• 132, Color• 134, Dynamic Monogram

Resellers have limited use of the corporatemarks, as authorized in writing, since unqualifieduse could easily cause confusion over responsibil-ity for products and services. Guidelines forresellers begin on page 09.

Guidelines for affiliates appear on page 05.

Monogram

When the Monogram is used as an element of a graphic signature(the fundamental visualdevice used to identifythe Company and itscomponents, subcompo-nents, and licensed affil-iates and the GE brandof products and servicesin all media), it isreferred to as the “signature Monogram”and is subject to thecontrols and standardsdetailed in documents

• 131, Graphic Signatures• 132, Color

When the Monogram is used as optionalgraphic support, a portion of the Mono-gram is used, usuallylarge and bled off theformat. When used in this capacity, it isreferred to as the“Dynamic Monogram”and is subject to thecontrols and standardsdetailed in document134, Dynamic Monogram.

Note: A graphic signa-ture containing the fullMonogram must alwaysbe used with theDynamic Monogram.

Block Letter Initials

GE

The initials “GE” are aregistered word mark.When combined with a generic name for aproduct or service andused in a graphic signa-ture, the initials aretypeset in Univers 68,according to the guide-lines in document 131,Graphic Signatures.

Note: “GE” may not beused with a secondaryword mark.

continued

gGE Plastics x


121.04Corporate Marks, continued

General Electric Signature

Although not widely used in media, the GeneralElectric Signature (the name “General Electric”typeset in all capital sans serif letters with theMonogram positioned between or centeredabove the words) is used in certain applicationsin accordance with prevailing Company policy.

Note: Before using the General Electric Signature in any application, contact: Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

The two authorized arrangements of the GeneralElectric Signature are shown at the right.

In the horizontal arrange-ment, the letters“GENERAL ELECTRIC”are reproduced in astraight line, with allelements of the signa-ture shown in theirproper relationship toeach other. A linedrawn tangent to thebottom of the initials ofthe Monogram is paral-lel to a line through thecenter of the words.

In the vertical arrange-ment, the Monogram is separated from theword “GENERAL,” andthe word “GENERAL” is separated from theword “ELECTRIC,” by a space equal to 1⁄2 thecapital height of the letters. The letters ofthe word “ELECTRIC”are spaced to equal thelength of the word“GENERAL.”

There are two authorized reproduction forms forthe General Electric Signature:

• In the positive form, the Monogram letters/curlicuesappear in a light value against a dark field, and thewords “GENERAL ELECTRIC” appear in the samedark value as the field.

• In the reverse form, the Monogram letters/curlicuesare reproduced in a light value against a dark field(as in the positive form), but the dark value used inthe field is also used in the background surround-ing the entire signature, and the words “GENERAL

ELECTRIC” are reversed from the background in alight value.

G E N E R A Lg E LE CTR I C gG E N E R A LE LE CTR I C


Marks Used by Affiliates 121.05

GE Trade Name & Trademarks

An affiliate may be licensed to use either thewords “General Electric” or the initials “GE” in itsname or to use a corporate mark alone. A jointventure may be licensed to use the Monogramwith the joint venture partner’s mark as jointmarks. All affiliates may use the phrase “Affiliatedwith General Electric Company, U.S.A.”

Business, legal, and environmental factors deter-mine whether an affiliate may be licensed to useany of the preceding categories of trademarksand service marks.

The Company component responsible for the affiliate requesting a license should consult these documents for information on eligibility require-ments, risk analysis, and approval authority:

• 123,Trade Names,Trademarks, & the GE Identity Program

• 341, Name & Trademark Practices for Affiliates

Stationery & Business Forms

Affiliates may use the mark licensed to them pro-vided that the name of the affiliate is also shown.Joint marks used by joint ventures must always beseparate from the address and other information.

GE Secondary Marks

Affiliates must obtain the right to use any GE

secondary mark from the U.S. business responsiblefor the mark.

Use of a secondary mark with a corporate markoutside the U.S.A. follows the same guidelinesthat apply inside the U.S.A.

See also document 122, Secondary Trademarks & Service Marks.

Affiliate Company Marks

Affiliate companies may adopt their own primaryand secondary marks and, consequently, are responsible for their use and protection. Use andprotection rules should be detailed in writingand communicated to the Corporate TrademarkCounsel.

Affiliate companies should follow the principlescovering the adoption and use of secondarymarks, including adopting only a secondary wordmark with definite marketing value and keepingthe mark subordinate to the corporate mark.

See also documents• 122, Secondary Trademarks & Service Marks• 123,Trade Names,Trademarks, & the GE Identity

Program

Records

The Corporate Trademark Counsel keeps centralrecords of all worldwide registrations of the Company’s and its affiliates’ marks. To maintainthis register, affiliates should inform the Corporate Trademark Counsel of all newlyadopted or discontinued marks.

These guidelinesapply to affiliates,both inside and out-side the U.S.A., thatare licensed to useGE marks. Use theseguidelines in additionto those for selecting,using, and protectingmarks in documents

• 121, Primary Trade-marks & Service Marks

• 122, Secondary Trade-marks & Service Marks


121.06Corporate Marks & Trade Namesoutside the U.S.A.

GE products, both those manufactured in theU.S.A. and those manufactured outside the U.S.A.by licensed affiliates, are sold in markets through-out the world under primary and secondarymarks registered worldwide in the name of General Electric Company.

The Company trademarks may be used in allcountries outside the U.S.A., subject to localrestrictions, by

• GE components• GE affiliates licensed to use the marks

(Use by affiliates is generally the same as use byGE components, except as detailed on page 05.)

Only in exceptional situations should the corpo-rate marks be translated into other languages.Similarly, in text the trade names “GE,” “GeneralElectric,” and “General Electric Company”should remain in English whenever possible.

Since trademark laws vary from country to country,follow the special requirements for the use ofmarks outside the U.S.A., as listed at the right.

Standard TrademarkProtection Notice

A number of coun-tries require a noticeof trademark registration, and anindication that themarks are owned byGeneral ElectricCompany is requiredin all license agree-ments. It is thereforebest to make it stan-dard practice to useone of the followingforms of notice in allcountries, particularlyin printed matter.

• Form 1Follow a corporate mark with an asterisk referring to one of these statements in the official language of the country:

*Registered Trademark of General Electric Company, U.S.A.

*Trademark Proprietor General Electric Company, U.S.A.

*Trademark of General Electric Company, U.S.A.

Licensees may use this statement:

*GE trademarks licensed from General Electric Company,U.S.A.

• Form 2Use this statement without an asterisk:

g Registered Trademark of General Electric Company, U.S.A.

• Form 3Use one of the “Registered Trademark” phrases:

- In English-speaking countries, display the words“Reg. Trademark” in English below the Monogram (when used alone or in a graphic signature) or below the word “Electric” in theGeneral Electric Signature.

- When material is printed in any of the following languages, use the appropriate phrase below theMonogram (when used alone or in a graphic signature) or below the word “Electric” in theGeneral Electric Signature:

Spanish Marca Registrada or M.R.

Italian Marchio Registrato

Dutch Wettig Gedepondeerd

Norwegian Registret Varemerke

Portuguese Marca Registrada

French Marque Deposée

- For translations not listed here, consult your counsel.

• Form 4When there is inadequate space to follow themark with an asterisk and an official statement in Germany, Denmark, and Sweden, use the ® symbol just above and to the right of theMonogram (when used alone or in a graphic signature) or just above and to the right of theGeneral Electric Signature.


121.09Corporate Marks & Trade Names Used by Outsiders

Independent Resellers

GE’s franchised distributors, dealers, and otherresellers are an extremely important part of theCompany’s marketing effort. They advertise and show GE products, explain GE services, takeorders, make deliveries, and receive payments.Even though they play an essential role in salesthrough secondary channels, they are not part of the Company.

Resellers must be authorized to use the corpo-rate trademarks to promote sales of GE products.The selling power of GE marks contributes totheir business success and consequently to theCompany’s.

To realize these benefits and to protect proprietaryrights, resellers must understand what constitutesproper use. It is the responsibility of each Company component to educate its resellers oncorrect trademark use and monitor and controlresellers. Do not grant privileges of trademarkuse casually. Privileges customarily are granted inwriting, usually as a provision of a dealer or salescontract that has had legal review.

Reseller Trademark Use

• Resellers may use the corporate trademarks onlyin direct association with names or illustrations ofthe GE products handled, the services rendered,or the products themselves.

• The Company’s primary and secondary trade-marks and the names “GE” and “General Electric”may not be incorporated into a reseller’s name.

• The trademarks may not be used in any way thatmight mislead or confuse the public as to theindependent relationship of the reseller to GE.To help clarify this relationship, the legend“Authorized Dealer” or “Distributor” must be displayed with the trademark and applicableproduct names.

• All GE identification must be less prominentthan the name of the reseller.

Reseller Stationery

Resellers may use GE identification on theirstationery and business forms. The written agree-ment or sales contract should outline specific use.

On letterheads, envelopes, and invoices, resellers may

• display the Monogram, alone or combined with a secondary word mark in a graphic signature,along with the names of the products handled

• display the Monogram with the full “AuthorizedDealer” (or “Distributor” or “Service”) legend,which includes the names of the products sold or services rendered

• use the dealer sign format to include the Monogram,the name of the product handled, and the legend

Regardless of the form used, the GE trademarkmust always be less prominent than the reselleror agent identification.

continued

Additional guidelines for theuse of the corporate marksand trade names by resellersand examples of correct useappear in document 360,Sales & Service BusinessesTrademark & Graphic SystemPractices.


121.10Corporate Marks & Trade Names Used by Outsiders, continued

Customers

Industrial and commercial customers frequentlyask to use the corporate trademarks on productsand in their advertising and sales promotionmaterials. Although the success of a customer’sbusiness is of interest to GE, unqualified use ofthe trademarks could easily cause confusion overresponsibility for products and services andthreaten exclusive ownership rights.

Therefore, as a general rule, customers shouldnot be granted use of the corporate trademarks.However, in the interest of maintaining satisfac-tory customer relations and promoting GE

products, authorization is granted for these limited uses:

Original Equipment Manufacturer (OEM)Customers & Their Dealers

On request, a manufacturer whose products useGE components, products, materials, or sub-assemblies may be authorized to attach a perma-nent information plate to the products namingthe GE products or materials included. When theplate clarifies information such as warranty coverage or service channels, it can benefit GE.

When the OEM prepares the plate, the plateshould include only the Company name, not thetrademarks. All plates prepared by OEMs must beapproved by the responsible Company component.

OEM customers may not be authorized to use GE trademarks on product packaging or in theiradvertising and promotion. On customers’ pack-ages, references to the products supplied by GE

should be confined to nonprominent use of thename “GE” in a factual statement, such as“Equipped with GE motor.”

Plates, Tags, & Labels Prepared & Supplied by GE to OEMsWhen GE components supply plates, tags, or labelsto a customer OEM, these Company-preparedattachments should follow these guidelines:

• The only trademark that may be used is theMonogram alone.

• Make sure that the “equipped with” statementand the Monogram are less prominent than theOEM name or trademark on the complete product.

• The Monogram must be subordinate to the“equipped with” statement.

• Supply the OEM with the same number of attach-ments as products. When the GE product is amaterial sold in bulk, establish suitable standardsfor determining the number of attachments tobe supplied.

• Tags and labels must be removable and obviouslyimpermanent.

• OEM customers may not use the corporate trade-marks on product packaging. On customers’packages, reference to the products supplied byGE should be a factual statement, such as“Equipped with GE Motor.”

The Company organization supplying plates, tags, or labels must detail limitations in writing to avoid any confusion. The agreement muststate that the OEM or its distributors or dealerswill not use GE trademarks in advertising or promotion.

The Company organization selling the compo-nent product is responsible for taking action ifits customers or customers’ resellers abuse privi-leges of use or if misrepresentation occurs.

continued


121.11Corporate Marks & Trade Names Used by Outsiders, continued

Suppliers

Suppliers of materials, equipment, and servicesoften ask to use the corporate marks to advertiseand promote the sale of their products or services.

Suppliers may not be granted permission to usethe corporate marks in any application.

When reference to the Company is appropriate,suppliers may be authorized to include the Company trade name, “GE” (or “General Electric”),without emphasis in a properly worded state-ment or listing. For authorization to use such areference, contact: Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

Builders, Developers, & General Contractors

Builders who sell homes and buildings equippedwith GE products may be authorized to displaythe Monogram, with names or illustrations of theGE products installed, on site signs and in theiradvertising. GE components should define trade-mark use according to the following guidelinesin the sales or supplemental agreement:

• The Monogram may be used only in direct association with the names or illustrations of theGE products installed.

• The GE trademark and generic name of theproduct must be separate from and subordinateto the name of the building project and developer.

• The Monogram may be used with inclusivegeneric names such as “Kitchen” or “All-ElectricHome” only if all installed appliances are madeby GE.

To ensure correct use and high-quality display of the Monogram, Company components shouldsupply builder customers with official reproduc-tion materials (for computer artwork, GE LogoFont; for mechanical artwork, reproductionproofs) available from the GE Identity Website orHotline.

Commercial Institutions

Restaurants, hotels, and stores often use GE products and would like to advertise the convenience, comfort, or value GE products add to the services they offer.

To avoid confusing the public regarding owner-ship of the store or responsibility for the services,commercial users may not use corporate marksin their advertising or sales promotions. Instead,commercial users should be encouraged toinclude “GE” in a factual statement referring tothe GE product or service used.


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“General Electric” in a Graphic Signature

121.12

The name “General Electric” may be displayed in a graphic signature where there is a compelling reason to use the name “General Electric” ratherthan “GE.” Such use should be adopted only afterobtaining authorization, as noted here.

As a general rule, use of “General Electric” in agraphic signature is strongly discouraged because it contradicts fundamental goals of the GE IdentityProgram. One program objective is to build aware-ness of the Company and its diversity in all marketswhere its products or services are sold by using itswell-known communicative name, “GE,” combinedwith a generic description of those products or ser-vices. As noted in document 301, Component Names,the name “General Electric” is misleading; the word“General” does not convey the focused strategy ofthe Company, nor does the word “Electric” conveythe growing nonelectrical businesses within theCompany. As well as being a familiar name, “GE” is more encompassing and thus more accurate.

Therefore, even in markets where the long tradename is better known today, “GE” is preferred so that in the future, this short and accurate name will be the single name by which the Company is best known around the world.

Note: Before first use, obtain authorization to use“General Electric” in a graphic signature from: Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

For signature construction drawings and generalguidelines, see document 131, Graphic Signatures.For guidelines on the use of graphic signatures inspecific media, see document 200, Application Standards.

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&These guidelines apply to all users of GE’s secondary trademarks and service marks.

Normally, the Company’s products and servicesare identified with the primary corporate marks“GE” or the Monogram. In addition, secondarymarks may be used to distinguish the Company’sproducts and services if such use is determinedto be appropriate.

Nevertheless, in general, adoption of new secondary marks is discouraged because the useof secondary marks detracts from and reducesthe impact of the primary marks. Today theCompany’s primary word mark, “GE,” and its primary design mark, the Monogram, are amongthe best known and most highly regarded marksin the world, but it has taken decades of effortand investment to build such recognition andacceptance.

Moreover, adoption of new secondary design marks is prohibited because such marks are not adapt-able for use with the Monogram and the otherdesign elements of the GE Identity Program.Existing secondary design marks that haveachieved significant recognition and value maybe used, but only with prior review. Contact:Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

Company policy permits adoption of secondaryword marks, but only after thorough legal reviewand General Manager approval. Even then, whendisplayed, such a word mark is normally usedwith a primary design mark, such as the Mono-gram, in a graphic signature. For information onsecondary word marks used in graphic signatures,see document 131, Graphic Signatures.

The term word mark is used throughout this doc-ument as a constant reminder that, to the extentsecondary marks are adopted or used, they maybe word marks but not design marks.

122

GE Identity Program

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GE Identity Program 122, Secondary Trademarks & Service Marks GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Secondary Trademarks & Service MarksContents

122.01

How Trademarks Come into Being 122.02

Selecting Secondary Word Marks 122.03

Using Secondary Word Marks 122.05

Protecting Secondary Marks 122.06

Definitions

trademark or service marka word, symbol, or any combination of theseused to identify and distinguish the products orservices of one company from those of another

Trademarks and service marks, which are oftenreferred to as marks, may be

• word marks, consisting of letters, words, or phrases• design marks, consisting of symbols, logotypes, or

other distinctive visual devices

“GE” in block letters is a word mark, and the Mono-gram and the RCA logotype are design marks.

Marks may also function as either• primary marks identifying a broad range of the

Company's products or services• secondary marks identifying a single product or

service or a narrow range of products or services

Thus, the word mark “GE” in block letters andthe design mark of the Monogram are primarycorporate marks because they identify manyunrelated products and services that have thesame corporate origin. The word marks “Space-maker” and “Carry Cool” are secondary marksthat are specific to only certain product lines, not to the products and services of the Companygenerally.


122.02How Trademarks Come into Being

Rights to a secondary word mark are acquired simply by using the word in a proper trademarkmanner. The more the word mark is used and thebetter it becomes recognized by the public as distinguishing the products of one company fromthose of another, the more valuable it is and themore defensible it becomes.

No government bureau has the power to give totrademarks and service marks the kind of protectionthat patents afford to inventions or that copyrightsaccord to artistic effort. Both patents and copy-rights are government grants that ensure propri-etary rights only for fixed periods of time; theproprietary right in a trademark or service markthat has been established and maintained throughproper use can be made to last indefinitely.

Although registration of trademarks and servicemarks in the U.S. Patent & Trademark Office is highly desirable, it is only continuing and properuse that establishes and protects validity. Registrationonly announces the user’s claim to a certain markand, where there is a dispute, makes it easier for theuser to establish and defend exclusive right to its use.


122.03Selecting Secondary Word Marks

Select secondaryword marksaccording to theseguidelines:

Assess the advantages you expect to achieve.

New secondary word marks that offer sufficientadvantage to merit adoption also merit a long-range plan for their establishment.

Begin with a trademark strategy.

Deciding at the outset what is ultimately desiredwill make it possible to develop an effective andconsistent strategy.

Normally, both the marketing plan and legal con-siderations influence selection of one of thesetrademark strategies:

• Coin only the word mark. This, the most com-mon approach, assumes that existing languagewill describe the product generically. An example is Lexan® polycarbonate resin.

• Coin both the word mark and a new genericname. In this approach, one new term is intro-duced as a GE secondary word mark, and at the same time a second term is introduced as a generic name because the Company hasinvented something so new that no existing termcan describe it.

Guard against infringing on the rights of others.

A prerequisite to the adoption or use of a new word mark by GE is that it not infringe on the trademark rights established by others.Bear in mind that more than a half million trademarks are registered in the U.S. Patent & Trademark Office.

As soon as possible after selecting a proposedword mark, request from Patent Counsel aninfringement search. This will include carefulinvestigation to identify any previous use of aproposed trademark or any uses sufficiently simi-lar to cause infringement or confusion. Failureto initiate an adequate search can result inexpensive litigation and embarrassment to theCompany. Also, it can waste the money investedin an abortive attempt to establish the word mark.

Select distinctive names.

Secondary word marks can be classified accord-ing to their content as

• arbitrary names• suggestive names• descriptive names

Of these, the most distinctive are those that wereoriginally arbitrary and meaningless. The classicexample of a highly distinctive mark is Kodak,but GE also has done well with such marks asLexan® polycarbonate and Lucalox® lamps.These are coined fanciful terms that had nomeaning whatsoever until they were inventedand used with generic names for the products.

From a legal viewpoint, distinctiveness is impor-tant. The more original and unique a name, the less the chance of infringing on the rights of others and the better the chance of establishingthe name as a proprietary word mark.

Nevertheless, when using a highly distinctiveword mark, make certain that a suitable genericname exists to ensure that the mark itself doesnot become the generic name for the product.Highly distinctive word marks, such as “Aspirin”and “Escalator,” have been lost when the marksbecame the accepted generic names for theproducts.

From a marketing viewpoint as well, highly dis-tinctive names offer great advantage over time.On the other hand, such a choice requires heavyinvestment for a long period to build recogni-tion—an investment that normally would bereserved for significant new developments.

continued


122.04Selecting Secondary Word Marks,continued

Select a suggestive, rather than a descriptive,name if an arbitrary name cannot be used.

Generally, names that describe the function, qualities, or characteristics of a product tend tobe difficult to protect.

There is a significant distinction between descriptive names (difficult to protect) and suggestive names (somewhat easier to protect).

The word mark Bathmate®, for example, issuggestive. It does not describe radios, but rathersuggests that the product to which the trademarkapplies may be used in connection with bathing.Thus, it is a protectable mark for radios speciallydesigned for use in the shower, and it has beenregistered.

On the other hand,• “Copperweld” for wire • “Full-Dimensional Sound” for records• “Fluid Lead” for pencils and ballpoint pens

were all held nonregisterable as trademarks; they were deemed commonly descriptive.(Note: Intentionally misspelling a name orembellishing it with graphics usually does notmake a descriptive word mark more defensible.)

Among word marks in valid use today, there areoutstanding exceptions to this rule. Some fairlydescriptive terms have been used so extensivelyand exclusively over time that proprietary rightshave accrued. For example, at their inception it might have been argued that the word marks Hi-Break® and Potscrubber® were overly descrip-tive, but they are clearly proprietary to GE today.

From a marketing viewpoint, the immediate ben-efits to be derived from using a descriptive namemay justify taking the risk of ultimately losingexclusive rights to its use.

Select word marks that translate well in all languages where the marks will be used.

This is an important consideration because someword marks occasionally present problems out-side the United States. A classic example of thelanguage barrier for word marks comes from Salada Foods. Salada tea did not sell well when it was introduced in Spain; in Spanish, saladameans salty.

Avoid using surnames and geographic names.

Such names are poor choices for trademarksbecause they are difficult to protect.

As a general rule, anyone has the right to use hisor her own name, making protection extremelydifficult. Although it is possible to list caseswhere surnames have become distinctive (Ford,Singer, Piper), the guideline holds. Beyond theclaims of others, there is risk that the individualwhose name is used might choose a new associa-tion.

Geographical names are difficult to establish astrademarks, although proprietary rights mayaccrue over time (Catalina, Corning, Cadillac).Marks with a geographical flavor (London Fog,Americana) are easier but still difficult to establish.

Use model names or numbers with caution.

If used solely for the designation of grade orstyle, model names or numbers are not legallyprotected against corresponding use by others.Occasionally, extensive use over time does causemodel names and numbers to become distinctiveof particular products (Pabst Blue Ribbon Beeror Gold Medal Flour). Numbers, if treated as trademarks from the outset, may become important marks (Chanel No. 5 or Philipps 66).

Remember: The best trademarks tend to be

• easy to remember• easy to spell• easy to pronounce• easy to reproduce in print or broadcast media• attractive in sound and appearance

Legal and marketing criteria will sometimes conflict. Thus, it is necessary to evaluate andweigh these guidelines for selecting trademarksagainst desired objectives and within the latitudepermitted by document 123, Trade Names, Trademarks, & the GE Identity Program.


122.05Using Secondary Word Marks

Proper use of sec-ondary word marks is the best protectionfor them. Althoughthere may be someroom for deviatingfrom the guidelineshere, you should normally follow themcarefully and literally.

In copy, use wordmarks according tothese guidelines:

Use a secondary word mark as an adjectivetogether with a generic name for the product orservice. For example,

Use:Lexan® polycarbonate resin provides benefits…

Do not use:Lexan® provides benefits…

Follow this guideline at least the first time theword mark appears in copy and as often there-after as practical.

If a word mark is used without a generic name,the mark itself may become generic, and exclu-sive rights to it will be lost. Terms such as escalator,kerosene, and aspirin—once valuable trademarks—have lost their proprietary value because theyhave become generic through misuse.

Do not use a secondary word mark as a noun,alone without a generic name for the product orservice. Think of a word mark as a proper adjec-tive, not as a noun or verb, and do not use wordmarks in the possessive or plural form or asdescriptive adjectives modifying other than thegeneric name for a product or service.

In some cases, the combination of a word markand a generic name will be awkward or stilted.Use your judgment, recognizing that word marksare only marketing tools intended to help, nothinder, communication. For example, if it ishelpful to use the word mark alone in a limitedheadline, then follow this use with a proper useearly in the body copy. Occasional common-sense deviations from proper usage may not bedetrimental, provided that the preponderance ofuses is correct.

Do not use the Company name or the initials“GE” preceding a secondary word mark, whetheror not a generic name is used. For example, it isnot desirable to use “GE Lexan® polycarbonate”because such use suggests that another companyhas a product called Lexan.

Note: The Monogram may be combined with asecondary word according to the guidelines indocument 131, Graphic Signatures.

Distinguish secondary word marks. Word marksshould be visually differentiated from otherwords in printed material every time they appear.Although there are a number of ways to accom-plish this, the recommended method is to

• capitalize only the first letter of each word in the markand use lowercase letters for the balance of the word mark(unless the word mark is composed of initials)

• use all lowercase letters for the generic name that follows the secondary word mark. For example,

Use:Spacemaker® microwave oven

Do not use:Spacemaker® Microwave OvenSPACEMAKER® microwave oven

Typeset the word mark in the same style, weight,and size as surrounding copy. (To distinguish themark, follow the preceding rule.)

Give proper trademark notice.

• For federally registered word marks, use the ® symbolto indicate that the mark has been granted regis-tration by the U.S. Patent & Trademark Office.Failure to give notice of registration may preventthe recovery of damages in an infringement suit.

The ® symbol should be prominent and clearenough to demonstrate that the word mark isimportant and proprietary. It should normally beused where the word mark first appears inprinted materials or advertising or on labels ornameplates and should be placed immediatelyafter the word mark—not after the generic name.If the first-appearance notice is awkward, it isacceptable to use the symbol later.

As an alternative, use an asterisk after the wordmark (not after the generic name) referring toeither of the following footnotes:

*Registered in U.S. Patent & Trademark Office

*Reg. U.S. Pat. & TM Office

• For trademark names that have not yet been registered,use the ™ symbol after the word mark. As analternative, use an asterisk after the word markreferring to the footnote “Trademark of GeneralElectric Company.” The ™ symbol or asteriskedfootnote needs to be used only once, preferably withthe first or most prominent use of the word mark.


122.06Protecting Secondary Marks

Take these steps to protect secondarymarks:

Involve component Patent Counsel in the plan-ning and strategy development stages before anew word mark is ever employed. Give yourcounsel the continuing opportunity to reviewproposed printed materials, advertising, labels,packages, and nameplates to ensure correcttrademark use.

Make consistent use of secondary word marks.Decide how the name will be used and be consis-tent. Because the following actions tend todiminish the value of a word mark, avoid

• compounding a word mark with another term• abbreviating a word mark• coining a variation on an established word mark

Register secondary word marks. Legally, it is notnecessary to register a word mark in the U.S.Patent & Trademark Office; a mark may be per-fectly valid without being registered.

Nevertheless, there are good reasons for register-ing secondary word marks:

• Others will be made aware of your proprietaryinterest in the mark and your intent to protectagainst its use by others.

• The Trademark Register of the U.S. Patent &Trademark Office is the most obvious place(though not the only one) for others to searchfor conflicts. Thus, registration protects againstinnocent adoption of your marks by others.

• It is less expensive to register a word mark thanto take legal actions to force discontinuation ofinfringing use.

• Registration of a word mark allows a case to bebrought in federal court, which is usually advantageous. Registration is normally deemedconstructive notice of ownership and thus simpli-fies the legal work of proving a case.

• In many foreign countries, trademark rights arecreated by registration, not use. The first one toregister a mark has superior rights. Therefore,multiple registrations may be needed to securerights in all countries of interest. Consult yourcomponent Patent Counsel regarding foreigntrademark law requirements.

Watch for instances of misuse by others, not onlyof secondary word marks, but of all GE trademarksand service marks. Notify the component PatentCounsel whenever such a misuse is identified.

Vigilance will permit you to dissuade others fromcontinued misuse and prevent the expense andtrouble of legal actions later.

Exercise care in granting rights of use to others.If someone other than a dealer requests permis-sion to use a secondary word mark, consider therequest carefully. A trademark is a Companyasset and should be so viewed. Make certain that

• the nature and extent of the intended use isunderstood

• the limitations on use are clearly stated• GE ownership of the trademark will be shown

In any case, always ask your component PatentCounsel to review the request.

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123

GE Identity Program

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Our name is widely accepted as one of our mostvaluable assets. How we identify ourselves—our name, trademarks, and related graphics—is the most visible representation of our Company.

Exceptional recognition has been developed for • the company name, “General Electric Company”• the GE communicative trade names:- “GE”- “General Electric”• the primary GE trademarks:- the GE Monogram- the block letters, GE

When used consistently and clearly, these andour other identity elements give GE an importantadvantage by ensuring that our image reflectsour competitive strengths. Therefore, proper use of the General Electric Company trade names,trademarks, and related graphics must be an inte-gral strategic part of our approach to all markets.

Note: This procedure pertains to only primary GE trademarks and names. It does not pertain to other primary trademarks and names, such as“RCA” and “Hotpoint,” that are used for primaryidentification of certain products and services of GE, nor to names or trademarks used forprimary identification by affiliates such as NBCand Employers Reinsurance.

All affiliates and GE businesses using such namesand trademarks are encouraged to provide adequate policies and procedures for the protec-tion of these valuable assets.

continued

GE Identity Program 123, Trade Names, Trademarks, & the GE Identity Program GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

123.01Trade Names, Trademarks, & the GE Identity Program, continued

Before any such license is granted, the business andlegal factors involved must be reviewed asdescribed in GE Identity Program document 341, Name & Trademark Practices for Affiliates.

When using the GE trade names, trademarks,and related naming and graphic systems, all licensed affiliates and joint ventures must follow all provi-sions of this procedure and the procedures andpractices prescribed in GE Identity Program documents, unless specific exceptions have beennegotiated between GE and a joint venture partner.

Trademarks developed by affiliates and joint venturesfor use on their products and services and thatare not similar to or do not include any GE trade-marks are owned and administered by those affiliates and joint ventures.

• Limit the use of GE trade names and trademarks by- resellers of GE products- customers- suppliers- builders, developers, and contractors- nonprofit institutions and organizations- employee organizations

Use must follow the procedures and practicesprescribed in GE Identity Program documents.

• Adhere to GE quality standards in marketing anyproduct or service under a GE communicativename or a GE trademark, regardless of whethersuch product or service is manufactured orprovided by GE, an affiliate, a joint venture, or any other company.

• Limit the use of secondary trademarks—anyword or symbol other than the primary GE trade-marks—to distinguish a GE service, product, orline of products from others. Secondary trade-marks require General Manager approval andmust be subordinate to GE trademarks.

Employee Responsibilities

Follow the practices and procedures prescribedin GE Identity Program Standards & Guidelines.

continued

Requirements

Use of the GE name, trademarks, and relatedgraphic elements must meet these requirements:

• GE must be sole owner of the GE communicativetrade names and GE trademarks that it uses.The Company shall also own all trademarksdeveloped or used by affiliates and joint venturesthat are similar to or include primary GE trademarks.

• Be consistent in using the GE communicativetrade names and primary GE trademarks to identify GE products, services, communications,and business activities throughout the world.

Use shall comply with this procedure as well as the procedures and practices prescribed by GE Identity Program Standards & Guidelines.

Other selected primary trademarks owned by GE, such as “RCA” and “Hotpoint,” are estab-lished continuing exceptions and may be usedfor primary identification of certain productsand marketing activities of GE businesses.

• Foster a common GE identity throughout theworld by licensing certain affiliates and jointventures (pursuant to specific conditions setforth in appropriate agreements) to use

- “GE” or “General Electric” in their corporate name and communicative names

- the primary GE trademarks to identify their products and services when General ElectricCompany has control over the quality of theseproducts and services

- the GE trade names and trademarks in all communications



- Before requesting that a license be granted to a non-U.S. affiliate or joint venture, obtain the approval ofthe cognizant Corporate Executive Council (CEC)senior officer who has global responsibility. Licenseswill not be granted without the concurrence ofthe officer who has domestic responsibility forthe products included within the license.

Managers who have assigned responsibility foraffiliates or joint ventures licensed to offer products or services under GE trademarks haveauthority and responsibility for approving thedesign and quality of products or services of thelicensee. They are also responsible for ensuringfulfillment of the terms of the license.

• Affiliates and joint ventures

Obtain approval of the Corporate Executive Council(CEC) for any use of “GE” or “General Electric” by anaffiliate or joint venture.

Approval will ordinarily be granted only when GE has a controlling interest in the business. It may be granted in special circumstances whereGE has a lesser interest but nevertheless has a right to compel a subsequent change in thename of the business.

Affiliates or joint ventures in which GE has a con-trolling or equal interest may be licensed to usethe Monogram trademark. Affiliates may belicensed to use the mark alone. Joint venturesmay be licensed to use the mark alone or with acorporate trademark of the joint venture or jointventure partner. Approval of the CEC memberwho has primary business responsibility for theaffiliate or joint venture is required.

Affiliates or joint ventures in which GE has a sig-nificant equity interest (normally at least 34 percentof the voting shares), but less than a controllinginterest, may be authorized to use the Mono-gram trademark with a corporate trademark ofthe affiliate, joint venture, or joint venture part-ner. The Monogram trademark may not be usedalone. Approval of a CEC member is required.

Authorization for an affiliate or joint venture touse the phrase “Affiliated with General ElectricCompany U.S.A.” requires the same level ofapproval as the grant of a trademark license to the business.

continued

Responsibilities of Leaders

General

• Be sure that employees follow the practices andprocedures prescribed in GE Identity Programdocuments, and that these documents are readilyavailable to employees as needed.

• Obtain approval of the Executive Vice President - Corporate Executive Office for any practicesdeviating from those prescribed in GE IdentityProgram documents or for any legal action toprotect the Company’s rights in its trade nameand trademark assets.

• For conflicts or problems in non-U.S. trademarkmatters, consult the senior officer member ofthe Corporate Executive Council (CEC) who hasglobal responsibility.

• Managers of businesses have responsibility for- authorizing use of the Company’s primary and secondary

trademarks by agents, distributors, dealers, or otherresellers in conformance with the practices pre-scribed in GE Identity Program documents. Autho-rization may be redelegated within businesses.

- approving all adoptions, enforcement, and disposal of secondary trademarks following appropriate legalreview within the business and authorizing thelicensing of such marks. Approval of adoptionsmay not be redelegated by the business manager.

- approving the use of “GE” or “General Electric” in thenames of employee organizations, following appropri-ate legal review within the business. This author-ity is delegated also to managers of corporatecomponents. It may not be redelegated to man-agers of subcomponents.

Secondary trademarks

General Managers may approve the use of secondary trademarks only after a thorough mar-keting and legal review has established that theiruse will result in significant advantage to GE.

Licensing trade name or trademark use by others

• All licenses

- Review the business and legal factors pertainingto any proposed license as described in GE Iden-tity Program documents. Obtain the opinion ofCorporate Legal Counsel before submitting anylicense for final approval as outlined here.



Enforcement of rights in the Company name and primary trademarks

• The Executive Vice President - Corporate Executive Office is responsible for the Company’soverall interest in its name, the GE communica-tive names, and the primary GE trademarks.

• The Corporate Trademark Counsel is responsi-ble for the conduct of contested proceedingsregarding the legal protection of Companynames and primary trademarks. The TrademarkCounsel will consult appropriate business andarea counsel on matters concerning their productlines or their geographical areas of responsibility.

Counseling

• The Executive Vice President - Corporate Executive Office will provide counsel on theapplication of this procedure, as well as on theuse of the Company name, GE communicativetrade names, and primary GE trademarks.

• The Corporate Trademark Counsel will advise onlegal aspects of trademark adoption, registration,protection, and licensing and will provide legalreview of all licensing agreements pertaining tothe Company name, trade names, and primarytrademarks.

• Additional information for applying this procedure can be found in GE Identity Programdocuments, issued by Corporate Marketing Communications. Copies can be obtained fromthe GE Identity Website or Hotline.

Related PoliciesQuality - Policy 20.1

ResourcesGE Identity Program Standards & GuidelinesThis set of documents is a highly detailed guideto the GE Identity Program, which is designed tocreate a clear and consistent identity for GE thatreflects Company-wide strengths. The documentsdescribe naming systems for the proper use of“GE” and other Company names. They alsoinclude graphic standards for the Monogram,graphic signatures, typography, colors, and formats as well as guidelines for applying thestandards in all media. The documents also detailprocedures for licensing GE trade names andtrademarks to affiliates and joint ventures.

• Other licensees

Parties acquiring GE businesses may be licensedon appropriate terms to use GE trademarks for a limited period of time to facilitate the orderlytransfer of business. Approval of a member of the Corporate Executive Office is required.

Sourced products

Before using the GE trademarks as primary iden-tification on any product to be sourced, obtainthe approval of the officer with business scopefor the product. If the product will be marketedoutside the U.S.A., obtain approval of the officerresponsible for the intended market area and anyU.S. officer with business scope for the product.

Administration

• The Executive Vice President - Corporate Execu-tive Office has responsibility and authority for

- designating the form and use of the primary GE trademarks

- monitoring the use of primary and secondary trade-marks and GE communicative names

Corporate Marketing Communications will surveyuse and report deviations from prescribed GE

Identity Program practices to the businesses con-cerned so that corrective action can be taken.

Deviations from practices prescribed in GE Iden-tity Program documents that appear desirablefor business reasons require approval of theExecutive Vice President - Corporate ExecutiveOffice following review by the Corporate Trade-mark Counsel and the Manager - Corporate Marketing Communications.

• The Corporate Trademark Counsel has responsi-bility and authority for

- registering the Company name and primary trade-marks in all countries

- maintaining central records of all trademarks andtrade names of the Company

Gra

phic

Syste

mGraphic Signatures 131

Color 132

Typography 133

Dynamic Monogram 134

130

GE Identity Program

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131

GE Identity Program

g

Graphic signatures are the fundamental visualdevices used in all media to identify

• the Company and itscomponents, subcomponents, divisions,

departments, and operations- internal functions, programs, and projects• affiliates licensed to use the GE identity• the GE brand of products and services

Other design marks such as logotypes, symbols,and icons may not be used to identify the Company, its organizational parts, or the GE

brand of products and services.*

When used consistently and correctly, graphic signatures help to achieve the goals of the GE Identity Program by

• unifying, strengthening, and updating all GE commu-nications by providing to each a single commonidentification featuring a well-recognized andrespected trademark

• establishing, maintaining, enhancing, and protectingvaluable trademark rights

*The General Electric Signature (the name “General Electric”typeset in all capital sans serif letters with the Monogram positioned between or centered above the words) is used in certain applications in accordance with prevailing Companypolicy. For more information on the use of the General ElectricSignature, contact the Manager – Corporate Advertising &Identity, GE Corporate Marketing Communications.

GE Identity Program 131, Graphic Signatures GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Graphic SignaturesContents

131.01

General Guidelines 131.02

Signature Elements 131.05

Signature Content 131.06in Permanent Media 131.07in Promotional Media 131.08in Advertising 131.09

Signature Arrangements 131.10

Primary Signature Construction Drawings 131.11Guidelines 131.12

Compact Signature Construction Drawings 131.13Guidelines 131.14

Vertical Signature Construction Drawings 131.15Guidelines 131.16

Special Signature Construction Drawings 131.17Guidelines 131.18

Signature Monogram 131.30

Signature TypographyUnivers 68 & 48 131.31ITC New Baskerville Italic 131.31aUsing• Univers 68 & 48 131.32• ITC New Baskerville 131.32aSizes 131.33Specifications 131.34

Laser Line 131.36


131.02Graphic Signature General Guidelines

To make the best use of the GE Identity Program,think of a graphic signature as a fundamental andintegral part of a layout. It is not an independentor self-contained element that can be slapdashedonto a layout.

When using graphic signatures, follow these general guidelines:

• Use an underlying grid to- structure the placement of all layout elements- vertically align signature elements with other

layout elements- horizontally stretch the signature across the

format

continued

GE Identity Program

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• establishing, maintaining, enhancing, and protectingvaluable trademark rightsG

raph

ic.

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The leading modular downdraftcooktop has been around for years.

So it wasn’t too hard to think ofways to improve on it.

To start with, we replaced theolder model’s electro-mechanicalcontrol system with the first onethat’s totally electronic. (For moreaccurate cooking temperatures.)

And instead of a fixed-speedfan, we installed a variable-speedexhaust. (A big advantage.Particularly when it comes to reducing kitchen noise.)

We also made our fan morepowerful, so builders can use longerducts; 34 feet instead of 26 feet. (Itgives more choice of where to putthe cooktop.)

Our new GE model comes witha grill, and has optional Calrod®

units, solid disks, an inductioncooking surface and a griddle.

But although these modulesmay sound conventional, the way some of them are made isn’t.

The griddle, for instance, is theonly one with the heating element

We bring good things to life.

contained inside the cooking unit,instead of being a separate itembelow it.

All in all, we believe we’ve designed the best cooktop in thebusiness.

Even if it isn’t the best-seller.Yet.

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WE’VE JUST TOPPEDTHE TOP COOKTOP.


Graphic Signature General Guidelines, continued

131.03

• Create an asymmetrical balance in the layout:- Avoid symmetrical layouts. - Place the signature so that neither it,

in its entirety, nor the signature Monogram is centered in the layout.

For example, on a brochure cover, stretch thesignature across the top of a five-column grid.

· Align the signature Monogram at the left margin.· Align the signature typography flush left in

a grid column to the right of the Monogram.· Bleed the Laser Line left off the format.

Or in an advertisement, stretch the signatureacross the bottom of a three-column grid.

· Align the entire signature in the right column.· Extend the Laser Line left to align at the left

margin (or bleed left off the format, if possible).

continued

e

CAA

GE Aircraft Engines

Center for AdvancedAirmanship

This is the lawthat gave leasing a whole

new lease on life.

If you’re in business, you alreadyknow that the Tax Reform Act of 1986has changed the way you’ll conduct your business from now on.

You may also know that equip-ment leasing is one important areawhere the rules (and the tax implica-tions) have changed.

What you may not know is that Tax Reform has left many pastbenefits of equipment leasing intactas well as adding important new ones.

Happily, there’s an alternative towading through all 1,434 closely-spaced pages of the official TaxReform Act documents to learn what’snew (and what’s old, but still OK) inleasing.

That alternative is GE Capital.We’ve been more involved in the

ins and outs of equipment leasing over

principal accountants and companytreasurers is our leasing primer:“Leasing and Tax Reform—A GuideThrough the Maze.” It explains in ahandful of paragraphs how you canstart to determine whether leasing isright for your company, right now.

GE CapitalWe bring good things to life.

the past two decades than any otherlender. So translating Washingtoneseinto plain English on a subject thisclose to our hearts comes easy to us.

And the fruits of our labor areyours for the asking: a few short andsimple booklets that explain the insand outs, advantages and disadvan-tages, of equipment leasing in 1987and beyond.

Required reading for CFOs,

Your second semester reading listis our second brochure—“The NewCorporate Alternative Minimum Tax.”And if you’re ready for a postgraduatecram course, we can recommend “TheTransitional Rules: Why EquipmentLeasing Now Makes Even More Sense.”(Half an hour with this one and you’llbe tossing out phrases like “SpecialAircraft Rule” and Modified Accel-erated Cost Recovery System” with a

smug smile.) Any or all of our thank-fully brief booklets are yours for theasking.

Of course, our slim library won’tanswer all your questions about howleasing may apply in your particularcase. Only a fully-qualified leasingexpert can do that. Fortunately, youcan find as many of those as you need,right where you found the freebooklets...and for the same price.

Is equipment leasing still aliveand well after Tax Reform? Yes,indeed—and the sooner you contactGE Capital, the sooner you’ll knowhow leasing can help improve your

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we’ll mail out the booklet(s). Betterstill, dial our tool-free leasing hotline.And listen to some plain English.

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Please send my free copy of these booklets:__A Guide Through the Maze__The AMT Brochure__The Transitional Rules

NAME____________________________________

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PHONE___________________________________

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Graphic Signature General Guidelines, continued

131.04

• Use graphic signatures in all media. With fewexceptions, graphic signatures are required in allapplications—from advertising, brochures, product literature, point-of-sale displays, directmail, and novelties to stationery, facility signs,and vehicles. For guidelines on using graphic signatures in specific media, see document 200,Applications Standards.

• In all media, construct graphic signatures according to the drawings and guidelines onpages 11 to 18.

• Keep graphic signatures separate and distinctfrom other elements used in the same format.The minimum clear space separating and sur-rounding the signature elements (shown onpages 11, 13, 15, and 17) may always be larger.

• Reproduce graphic signatures in correct colorsas explained in document 132, Color.

• Do not use graphic signatures in headlines or text.When the names, words, or phrases used in agraphic signature are required in a headline ortext, typeset them in the same style and size asthe surrounding copy.

• Do not use signatures (or the Monogram alone)in illustrations or photographs unless the usemerely

- records an actual program application (such as aphotograph of a Company product, brochure,sign, or vehicle)

- demonstrates a proposed program application (such asan illustration of a new Company product or sign)

• Do not use the Monogram (or a graphic signature)to make a border, background pattern, or objector for any decorative purpose.

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Happy HollyDays

Get the “Go!”with GE.

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131.05Signature Elements

Graphic signatures consist of three elements,shown in the example below:

• the signature Monogram (described on page 30)

• signature typography(described on pages 31 to 35)

• the Laser Line (described on page 36)

Except as noted in document 200, ApplicationStandards, graphic signatures must include allthree elements.

GE Plastics

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Spacemaker

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131.06Signature Content

The message contained in the signature typographyis referred to as the signature content.

In the GE Identity Program, the signature contentvaries. Depending on the kind of media used andthe requirements of a specific application, signa-tures may be created to convey specific messages.

In advertising, for example, each industrial (non-consumer) component uses a signature containingits specific communicative name. When consis-tently implemented throughout the Company’scommunications, such signatures help define theCompany’s rich diversity, thereby furthering one of the goals of the GE Identity Program.

The following pages present examples of typical graphic signatures recommended for use in specific media.

GE Plastics

g


131.07Signature Content in Permanent Media

In permanent media such as stationery, signs, and vehicles, use a graphic signature containingthe communicative name of the component oraffiliate in one of these forms:

• the name “GE” + a generic description of thecomponent’s or affiliate’s primary competence

• GE + a geographic name

• a combination of the two names described above

• GE + a proper name

• a proper name only

In permanent media such as business forms,use a graphic signature containing either

• the name of the item

• a communicative name as described above + the name of the item

GE Plastics

GE Mexico

GE Plastics France

GE Fanuc

Life of Virginia

Purchase Order

GE Plastics Purchase Order

g

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131.08Signature Content in Promotional Media

In promotional media other than advertising, suchas packaging, brochures, and point-of-sale displays,use a signature containing one of the following:

• any component or affiliate communicative name

• the Company slogan

• any component or affiliate communicative name+ the Company slogan

• a secondary word mark (Note: The name “GE” may not be used with a secondary word mark.)

• a generic product or service name

• a secondary word mark + a generic product or service name

• a title

GE Transportation Systems


GE AppliancesWe bring good things to life.

Spacemaker

Microwave Oven

SpacemakerMicrowave Oven

GE Annual Report

g

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131.09Signature Content in Advertising

In advertising, the content of the graphic signature is limited to the following:

In business-to-business advertising,use a graphic signature containing

• the communicative name of the component or affiliate + the Company slogan


In corporate, consumer, and consumer tradeadvertising, use a graphic signature containing


• the name of the product or service + the Company slogan


GE RewardsWe bring good things to life.

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We bring good things to life.g

GE Aircraft EnginesWe bring good things to life.

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131.10Signature Arrangements

Three basic signature arrangements are used throughout GE Identity Program applications:

• the primary signature, described on pages 11 and 12• the compact signature, described on pages 13 and 14• the vertical signature, described on pages 15 and 16

Each possesses visual characteristics that supportthe communication goals of the program:

• Preeminence of the MonogramIn each arrangement, the Monogram is elevatedabove and usually to the left of other elements to a position of highest importance, suggesting thatthe Company’s primary commitment is to the values that the Monogram has come to representduring its nearly one hundred years of use: high quality and solid reliability.

• AsymmetryIn contrast to the static balance of the symmetricalarrangements used in the General Electric Signature,* these signatures arrange the elements in a visually active, asymmetrical balance, communicating a sense of the energetic activity that typifies the Company today.

• SpaciousnessIn addition, the generous amounts of space separating and surrounding the signature elementscommunicate a sense of openness, suggesting the commitment management has made to makingthe Company easily accessible to its existing andpotential customers.

A unique feature of all signature arrangements is that the spaces between the signature elements,as shown in the construction drawings, are definedas minimum spaces. In constructing a signature,these spaces may be increased. This feature permitsand encourages the alignment of signature elements withother elements required in a specific format, thereby joiningall elements in a unified whole. Equally important, this feature enhances the communication of theattributes of openness and accessibility.

As specified in document 200, Application Standards,either of two special signatures may be used whenspace is severely restricted. For construction draw-ings and guidelines, see pages 17 and 18.

GE Typography

GE Typography

GE Typography

*The General Electric Signature consists of the name “GeneralElectric” typeset in all capital sans serif letters with the Monogrampositioned between or centered above the words.

g

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131.11

GE Typography CH

11 ⁄2 DD1 ⁄2 D

CH

1 ⁄2 D

D

D

D

minimum clear space area

alignalign if left bleedis not possible

1 ⁄2 D

Primary SignatureConstruction Drawings

Because of its spaciousness and ability to be easilyrelated to other layout elements, the primary signa-ture is generally preferred in all media.

However, if space is restricted or the applicationformat is narrow, the compact signature (page 13)or the vertical signature (page 15) may be used.

For guidelines on constructing the primary signature, see page 12.

Note: Do not reproduce the clear space rectanglesshown in the drawings. The rectangles merely indicate the boundaries of the minimum clearspace area or the minimum size format required to display this signature.

GE Typography CH

11 ⁄2 DD1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D

D



1 ⁄2 D

Throughout this document:

D =diameter of signature Monogram

CH =capital height of signature typography

When CH = 1 ⁄4 or 1 ⁄3 D,use the dimensions given at the upper left.

When CH = 1 ⁄2 or 3 ⁄4 D,use the dimensions given at the lower left.

g


131.12Primary SignatureConstruction Guidelines

To construct the primary signature(shown on page 11),follow these detailed guidelines:

Monogram

Correct reproduction of the Monogram requiresthe letters/curlicues to be lighter than the field.To ensure correct reproduction, use the correctpositive or reverse Monogram in GE Logo Font—a custom font that contains, instead of the alphabet, all versions of the signature andDynamic Monograms. It is available from the GE Identity Website or Hotline. (For information on using this font, see docu-ment 382, GE Logo Font.)

Note: Always use the entire signature Monogram;do not use any version of the Dynamic Monogramas a substitute.

Laser Line

• Use a Laser Line at least as heavy (thick) as1 ⁄2 point but, generally, no heavier than 3 percent of the diameter of the signature Monogram. For more information, see page 36.

• Place the Laser Line below the signature Mono-gram at a distance at least as large as the diameterof the signature Monogram.

• Bleed the Laser Line left off the format. Whenthis is not possible, begin the Laser Line either

- at the left margin- flush with the left edge of the signature Monogram

• End the Laser Line as follows:- If the name “GE” appears at the beginning of the

typography, end it at a point of vertical alignmentwith the lower-right corner of the “E” in “GE.”

- If the name “GE” does not appear at the beginning of the typography, end it at a point to the right ofthe beginning of the signature typography equalto 11 ⁄2 the capital height. Note: If the first wordin the typography is short, extend the Laser Line to the end of the first word.

• Do not bleed the Laser Line right off a format.

• Cut the end of the Laser Line square; the enddoes not match the angle of the italic typography.

Signature Typography

• Use Univers 68 and, if needed, Univers 48 in the signature typography according to theguidelines on pages 31 to 35.

Note: As an option, ITC New Baskerville Italicmay be used in product signatures, as explainedon page 31a.

• Size the signature typography to equal 1 ⁄4,1 ⁄2,

1 ⁄3,

or 3 ⁄4 the diameter of the signature Monogram,as demonstrated on page 33.

• Place the signature typography- to the right of the signature Monogram at a

distance at least 11 ⁄2 times the diameter of thesignature Monogram; this distance may be larger

- above the Laser Line a minimum distance:· If the capital height of the typography is equal to 1 ⁄4 or 1 ⁄3 the diameter of the signature Monogram,the minimum distance is equal to the capitalheight of the typography.· If the capital height of the typography is equal to1 ⁄2 or 3 ⁄4 of the diameter of the signature Monogram,the minimum distance is equal to 3 ⁄4 the capitalheight. (Note: When using the largest size of typography [CH = 3 ⁄4 D], adjust the position of the signature Monogram so its base aligns horizontally with the top of the capital letters in the typography.)

Minimum Clear Space

A minimum area within and surrounding the primary signature must be kept clear of anyother typography; graphic elements such as photographs, illustrations, thematic graphics,and conflicting patterns; and the trim edge ofa printed piece.

• Above and on both sides of the primary signature, the minimum clear space equals 1 ⁄2 the diameterof the signature Monogram.

• Below the primary signature, the minimum clear space equals the diameter of the signatureMonogram.

• Within the rectangle so described, all the area is clear space.

The clear space may be larger.


131.13Compact SignatureConstruction Drawings

Generally, the primary signature, shown on page 11,is preferred in all media.

Where space is restricted, the compact signature,shown at the left, may be used. If the applicationformat is narrow or a vertical emphasis is desired,the vertical signature, shown on page 15, may be used.

For guidelines on constructing the compact signature, see page 14.


GE Typography CH

1 ⁄4D

D1 ⁄2 D

CH

1 ⁄2 D

D

D



1 ⁄2 D

GE Typography CH

D1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D



1 ⁄2 D1 ⁄4D






g

g


131.14Compact Signature Construction Guidelines

To construct the compact signature(shown on page 13), follow these detailedguidelines:

Monogram




• Use Univers 68 and, if needed, Univers 48in the signature typography according to theguidelines on pages 31 to 35.



1 ⁄2,

or 3 ⁄4 the diameter of the signature Monogram, as demonstrated on page 33.

• Place the signature typography- to the right of the signature Monogram a mini-

mum distance at least as large as 1 ⁄4 the diameterof the signature Monogram; this distance may belarger (Note: If space is severely restricted, thetypography may be positioned to begin at a pointvertically aligned with the right edge of the signa-ture Monogram.)

- below the signature Monogram so that the baseof the Monogram aligns horizontally with the topof the capital letters

Laser Line

• Use a Laser Line at least as heavy (thick) as 1 ⁄2 point but, generally, no heavier than 3 percent of the diameter of the signature Monogram. For more information, see page 36.

• Place the Laser Line below the signature typography a minimum distance:

- If the capital height of the typography is equal to 1 ⁄4 or 1 ⁄3 the diameter of the signature Monogram,the minimum distance is equal to the capitalheight of the typography.

- If the capital height of the typography is equal to 1 ⁄2 or 3 ⁄4 the diameter of the signature Monogram, the minimum distance is equal to 3 ⁄4 the capitalheight.


- at the left margin- flush with the left edge of the signature Monogram

• End the Laser Line as follows:- If the name “GE” appears at the beginning of the

typography, end it at a point of vertical alignmentwith the lower-right corner of the “E” in “GE.”

- If the name “GE” does not appear at the beginning of the typography, end it at a point to the right ofthe beginning of the signature typography equalto 11 ⁄2 times the capital height. Note: If the firstword in the typography is short, extend the LaserLine to the end of the first word.



Minimum Clear Space

A minimum area within and surrounding the compact signature must be kept clear of anyother typography; graphic elements such as photographs, illustrations, thematic graphics,and conflicting patterns; and the trim edge of a printed piece.

• Above and on both sides of the compact signature,the minimum clear space equals 1 ⁄2 the diameterof the signature Monogram.

• Below the compact signature, the minimum clearspace equals the diameter of the signatureMonogram.

• Within the rectangle so described, all the area is clearspace.



131.15






Vertical SignatureConstruction Drawings

Generally, the primary signature, shown on page 11,is preferred in all media.

Where the application format is narrow or a vertical emphasis is desired, the vertical signature,shown at the left, may be used. If space is restricted,the compact signature, shown on page 13, may be used.

For guidelines on constructing the vertical signature, see page 16.


GE Typography CH

D1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D



1 ⁄2 D

1 ⁄2 D

GE TypographyCH

D1 ⁄2 D

1 ⁄2 D

D

D



1 ⁄2 D

1 ⁄2 D

CH

g

g


131.16Vertical Signature Construction Guidelines

To construct the vertical signature(shown on page 15),follow these detailedguidelines:

Monogram




• Use Univers 68 and, if needed, Univers 48in the signature typography according to theguidelines on pages 31 to 35.



1 ⁄2,

or 3 ⁄4 the diameter of the signature Monogram, as demonstrated on page 33.

• Place the signature typography below the signa-ture Monogram, visually aligned flush left, at a distance at least as large as 1 ⁄2 the diameter of the signature Monogram. This distance may belarger.

Laser Line

• Use a Laser Line at least as heavy (thick) as 1 ⁄2 point but, generally, no heavier than 3 percent of the diameter of the signature Monogram. For more information, see page 36.

• Place the Laser Line below the signature typography a minimum distance:

- If the capital height of the typography is equal to 1 ⁄4 or 1 ⁄3 the diameter of the signature Monogram,the minimum distance is equal to the capitalheight of the typography.

- If the capital height of the typography is equal to 1 ⁄2 or 3 ⁄4 the diameter of the signature Monogram, the minimum distance is equal to 3 ⁄4 the capitalheight.


- at the left margin- flush with the left edge of the signature Monogram.

• End the Laser Line at the end of the signaturetypography.



Minimum Clear Space

A minimum area within and surrounding the compact signature must be kept clear of anyother typography; graphic elements such as photographs, illustrations, thematic graphics,and conflicting patterns; and the trim edge of a printed piece.

• Above and on both sides of the vertical signature,the minimum clear space equals 1 ⁄2 the diameterof the signature Monogram.

• Below the vertical signature, the minimum clearspace equals the diameter of the signatureMonogram.

• Within the rectangle so described, all the area is clearspace.



131.17

Special Signature B

Special SignatureConstruction Drawings

Generally, the basic signatures, including the• primary signature (pages 11 and 12)• compact signature (pages 13 and 14)• vertical signature (pages 15 and 16)

are preferred in all media.

Where the application format is extremely smallor the signature needs to be displayed very largein a relatively small space, the special signaturesmay be used in certain applications, as autho-rized in document 200, Application Standards.

For guidelines on using and constructing thespecial signatures, see page 18.

Note: Do not reproduce the clear space rectan-gles shown in the drawings. The rectanglesmerely indicate the boundaries of the minimumclear space area or the minimum size formatrequired to display this signature.1 ⁄4

D

1 ⁄4 D

D

align

1 ⁄4 D

D

1 ⁄4 D

1 ⁄4D

centeroncenter

1 ⁄4D

1 ⁄4 D

D

1 ⁄4 D1 ⁄4 D

1 ⁄2D

align

Special Signature A




g

g GE Typography

Typography

align


131.18Special SignatureConstruction Guidelines

Special Signature A (shown on page 17)

• Use Univers 68 and, if needed, Univers 48in the signature typography according to theguidelines on pages 31 to 35. Note: As an option,ITC New Baskerville Italic may be used in product signatures, as explained on page 31a.

• Size the signature typography so that the capitalheight equals 1 ⁄4,

1 ⁄3,1 ⁄2, or 3 ⁄4 the diameter of

the signature Monogram (1 ⁄2 diameter is shown)as explained on page 33.

• Horizontally center the signature typographyto the right of the signature Monogram* at aminimum distance equal to 1 ⁄4 the diameter ofthe Monogram. (Note: When the typography isplaced at this minimum distance, it is not neces-sary to use the name “GE” in the typography. If the signature typography contains a secondaryword mark, the name “GE” may not be used.)Between the end of the signature typography andthe right edge of the format, maintain a minimumdistance equal to 1 ⁄4 the diameter of the Monogram.

• Place the Laser Line below the signature Monogram a minimum distance equal to 1 ⁄4 the diameter of the Monogram.

• Bleed the Laser Line left off the format. Whenthis is not possible, begin the Laser Line flushwith the left edge of the signature Monogram.

• End the Laser Line flush right with the end ofthe signature typography.

• The maximum weight, or thickness, of the LaserLine is generally 3 percent of the diameter of thesignature Monogram. However, if the reproduc-tion method is coarse or the viewing conditionsare unusual, the weight may be increased to 6 percent of the diameter of the signatureMonogram. (For more information, see page36.) Where the space available for identificationis severely restricted, the Laser Line may be omitted.

• The dimensions shown in the drawings are minimums. Do not reduce these spaces.

Use the special signatures only when authorized inGE Identity Programdocuments. The special signa-tures may be usedonly when extremely limited space preventsuse of the basic signa-tures in applicationssuch as signs,exhibits, products,and promotionalnovelties.

Do not use these signatures in printadvertising, promo-tional brochures, orproduct literature.

Special Signature B (shown on page 17)

• Use Univers 68 and, if needed, Univers 48in the signature typography according to theguidelines on pages 31 to 35. Note: As an option,ITC New Baskerville Italic may be used in product signatures, as explained on page 31a.

• Size the signature typography so that the capitalheight equals 1 ⁄4,

1 ⁄3,1 ⁄2, or 3 ⁄4 the diameter of

the signature Monogram (3 ⁄4 diameter is shown)as explained on page 33.

• Place the signature typography to the right of thesignature Monogram* at a minimum distanceequal to 1 ⁄4 the diameter of the Monogram.(Note: When the typography is placed at thisminimum distance, it is not necessary to use thename “GE” in the typography. If the signaturetypography contains a secondary word mark, thename “GE” may not be used.) Between the end of the signature typography and the right edge ofthe format, maintain a minimum distance equal to 1 ⁄2 the diameter of the Monogram.

• Align the baseline of the signature typography with the base of the signature Monogram.

• Place the Laser Line below the signature Monogram and the baseline of the signaturetypography a minimum distance equal to 1 ⁄4 thediameter of the Monogram.

• Bleed the Laser Line left off the format. Whenthis is not possible, begin the Laser Line flushwith the left edge of the signature Monogram.

• End the Laser Line at a point of vertical align-ment with the lower-right corner of the “E” in“GE.” If “GE” is not used in the signature typogra-phy, end the Laser Line according to the guide-lines for the primary signature on page 12.

• The maximum weight, or thickness, of the LaserLine is generally 3 percent of the diameter of thesignature Monogram. However, if the reproduc-tion method is coarse or the viewing conditionsare unusual, the weight may be increased to 6 percent of the diameter of the signature Mono-gram. (For more information, see page 36.)Where the space available for identification isseverely restricted, the Laser Line may be omitted.

• The dimensions shown in the drawings are minimums. Do not reduce these spaces.

*Use the correct positive or reverse signature Monogram in GE Logo Font—a custom font that contains, instead of thealphabet, all versions of the signature and Dynamic Mono-grams. It is available from the GE Identity Website or Hotline. (For more information, see document 382, GE Logo Font.)Do not use the Monograms shown in this document in repro-duction art. Note: Always use the entire signature Monogram;do not use any version of the Dynamic Monogram as a substitute.


g131.30Signature Monogram

The Monogram is one of the Company’s mostvaluable assets. Through one hundred years of careful use, it has come to signify quality and reliability in GE products and services, as well asin the Company itself.

It is critically important that the attributes theMonogram has acquired be preserved andstrengthened through continued correct use inthe GE Identity Program. Therefore, carefullyfollow the guidelines in this document whenconstructing and using graphic signatures.

Authorized Drawing The Monogram was refined and simplified in1987. The authorized drawing, shown on thispage, may not be altered or modified in any way.

Parts of the Monogram The following terms are used to describe theparts of the Monogram:

• The field is the area shown in grey in the drawingat the left. It includes the outline circle enclosingthe Monogram. (Note: The outline circle is anintegral part of the positive Monogram. Do notdelete the outline circle when the Monogram isreproduced in positive form.)

• The letters/curlicues are the script lettering of “GE” plus the scrolls that form a circle aroundthe lettering, both shown in white in the drawing.

• The background is the area surrounding theMonogram. For example, the white area aroundthe Monogram shown at the left is the background.

ReproductionCorrect reproduction of the Monogram requiresthe letters/curlicues to be lighter than the field.To ensure correct reproduction, use the correctpositive or reverse Monogram in GE Logo Font—a custom font that contains, instead of the alphabet, all versions of the signature andDynamic Monograms. It is available from the GE Identity Website or Hotline. (For information on using this font, see docu-ment 382, GE Logo Font.)

Note: For large-scale applications, see document540, Signature Monogram Grid Drawings.

For information on the Dynamic Monogram, see document 134, Dynamic Monogram.

Note: The parts ofthe Monogram havebeen carefully proportioned so thata single drawing can be reproduced at all sizes, includingvery small sizes.

When used in agraphic signature, the Monogram is referred to as thesignature Monogram.

To maintain the distinctive characterof the Monogram,

• when using high-qualityreproduction such asoffset lithography,use a size 3 ⁄16 inch(5mm) in diameter(20-point GE LogoFont) or larger

• when using other formsof reproduction, use a size large enough to maintain clarity in each part of theMonogram

Univers 68Univers 48


131.31Signature Typography:Univers 68 & 48

Univers 68,the typeface used most frequently ingraphic signatures, is a bold condensed italic style.Because of its relatively thick stroke, words set inthis face are emphasized.Note: In computer typesetting, this typeface may bear the name Univers (67) Condensed Bold Oblique.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789.,;’[]=+&


Univers 48 is a light condensed italic style thatcomplements Univers 68 by providing a rich contrast in weight. Because of its relatively thinstroke, words set in this face are deemphasized.Note: In computer typesetting, this typeface may bear the name Univers (47) Condensed Light Oblique.

The primary typography used in graphic signa-tures is Univers 68 and, if needed, Univers 48.These faces have been selected for two reasons:

• Their visual characteristics communicate qualities that represent the Company and itsmanagement style:

- The optically refined and well-balanced drawingof the Univers letterforms communicates a senseof quality, modernity, and sophistication.

- The sans serif condensed style communicates a senseof leanness and efficiency.

- The italic style communicates a sense of forwardmotion, suggesting agility, dynamism, and future-oriented activity.

• They are generally available throughout theworld on a variety of typesetting systems.

Alternatives to Univers 68 and 48In certain applications, such as computer-generated transparencies, where Univers is notavailable from the imagemaker, Helvetica BoldCondensed Italic and Helvetica Light CondensedItalic may be substituted for Univers 68 and 48.

Note: Do not substitute Helvetica for Univers in advertising, brochures, product literature, tradeshowexhibits, promotional materials such as direct mail andpoint-of-sale displays, packaging, products, stationery,signs, vehicles, or shipping cases and cartons.

Signature Typography:ITC New Baskerville Italic

As an option, in product signatures (those that identify a product or service, such as Profileappliances), ITC New Baskerville Italic may beused for the product name.This face has beenselected for two reasons:

• Its visual characteristics communicate qualitiesthat represent the Company and its managementstyle:

- The optically refined and well-balanced drawing of the Baskerville letterforms communicates asense of quality and refinement, of excellenceand sophistication.

- The serif style communicates a sense of classicism,implying a respect for the heritage and traditional values that built the Company.

- The italic style communicates a sense of forwardmotion, suggesting agility and dynamism.

• It is generally available throughout the world ona variety of typesetting systems.

131.31a


ITC New Baskerville Italic


ITC NewBaskervilleItalic


131.32Using Univers 68 & 48in Signature Typography

When a communicativename consists of both acompetence descriptionand a geographic name,typeset the geographicname in Univers 48 and set the balance ofthe name in Univers 68.

When the typography consists of both a commu-nicative name and anothermessage (such as the Company slogan or a title),set the promotionalmessage in Univers 48and the communicativename in Univers 68.

When the typography consists of both a secondarytrademark name and a generic name for the product or service,set the generic name in Univers 48 and the secondary trademarkname in Univers 68.

Univers 68 is used for all typography in graphic signatures except when the signature contentrequires differentiation for emphasis or to enhancelegibility; for example:

SpacesaverMicrowave Oven

GE Plastics France

GE Appliances We bring good things to life.

g

g

g

Using ITC New Baskervillein Signature Typography

131.32a


When the product signature consists of both a product name and the Company slogan, typeset the productname in ITC NewBaskerville Italic and set the slogan inUnivers 68 or 48.

When the product signature consists of both a product name and a brochure title,typeset the productname in ITC NewBaskerville Italic and set the title in Univers 68 or 48.

When the product signature consists of only a generic name for the product or service,typeset the featuredportion of the name in ITC New BaskervilleItalic and set the balance of the name in Univers 68 or 48.

As an option, ITC New Baskerville Italic may beused for only the product name in a product signa-ture. (Normally, the product name is a secondarytrademark; nevertheless, when a secondary trade-mark is not used, the generic product name may betypeset in ITC New Baskerville, as described below.)Any other message in a product signature is typesetin Univers 68 or 48; for example:

ProfileWe bring good things to life.

g

ProfileSpring Catalog 2001

g

SoftWhiteAll-Purpose Light Bulbs

g


131.33Signature Typography Sizes

The size of typography used in a graphic signature—in both Univers 68 and 48 and ITC New Basker-ville Italic—is based on the diameter of the signatureMonogram. Four sizes may be used, as shown below.




CH = 1 ⁄4 D

CH = 1 ⁄3 D

CH = 1 ⁄2 D

CH = 3⁄4 DGE Typography

GE Typography

GE Typography

GE Typography

g

g

g

g


131.34Signature Typography Specifications

Correct specification of letterspacing, word spacing, and line spacing depends in part on theselected typesetting equipment. Because so manydifferent typesetting systems are available, eachcontinuously revised and improved, it is not possible to standardize one specification that willyield uniform results from all sources.

Therefore, the examples on this page establishthe visual standard for correct spacing betweenletters, words, and lines of type, regardless of thesource. When ordering typography for graphicsignatures, ask the supplier to visually match thecorrect examples on this page.

Note: Correct spacing is neither too tight nor too open, as shown in the examples. This visualstandard applies to typography used in graphicsignatures of all sizes in all media. To maintainthis visual standard while optimizing legibility,additional spacing may be required when

• the method of reproduction is coarse, as in flexography

• the viewing distance is great or varied, as is the case with signs

• the viewing conditions are unusual,as is the case with moving vehicles

This is an example of Univers 68 set too tight.

This is an example of Univers 68set too tight.



This is an example of Univers 68 set correctly.




This is an example of Univers 68 set too open.




Too Tight

Correct

Too Open

This is an example of ITC New Baskerville Italicset too tight.

This is an example of ITC New Baskerville Italic set too tight.

This is an example of ITC New Baskerville Italic

set correctly.

This is an example of ITC New BaskervilleItalic set correctly.

This is an example of ITC New Baskerville Italic

set too open.

This is an example of ITC New

Baskerville Italic set too open.

continued


131.35Signature Typography Specifications,continued

GE Plastics

GE PLASTICS


We Bring Good Things to Life.

The Intelligent Choice

The intelligent choice

THE INTELLIGENT CHOICE

the intelligent choice

GE PlasticsUnited Kingdom

GE Plastics We bring good things to life.

GE PlasticsWe bring good things to life.

GE Plastics GE PlasticsWe bring good things to life. We bring good things to life.


Specify typography used in graphic signatures as follows:

• Use initial capital letters followed by lowercaseletters for all component and affiliate commu-nicative names, secondary word marks, genericproduct or service names, and titles.

Do not use all capital letters or all lowercase letters in signature typography.

• Capitalize only the “W” and use lowercase lettersfor the balance of the Company slogan.

(Note: Because this slogan is a sentence, it endswith a period.)

• Use initial capital letters followed by lowercaseletters, or capitalize the first word only, as desired,for other messages such as brochure titles.

Do not use all capital letters or all lowercase letters in signature typography.

• Use flush left, ragged right for two or more linesof typography.

Do not use flush right or justified settings in graphic signatures.

• Generally, use a single size for all typography in a graphic signature. But when the signaturecontent consists of two parts (as when a signaturecontains both a communicative name or a secondary trademark and the Company slogan),to avoid undue emphasis, the longer part may bereduced so its capital height equals 3 ⁄4, 1⁄2, or 1⁄3the capital height of the shorter part, providedthe reduced part remains clearly legible at theviewing distance typical for the application.




131.36Laser Line

The Laser Line communicates specific attributesconsistent with the goals of the GE Identity Program; for example:

• The fineness of the Laser Line communicates asense of quality, and its precision suggests hightechnology.

• When correctly arranged with the other signature elements and bleeding left off a format, the Laser Lineimparts a sense of motion, suggesting energeticactivity.

The Laser Line also functions as the stabilizingstructural element unifying the signature Mono-gram and signature typography in a dynamicasymmetrical balance. In applications such asadvertising, promotional brochures, and productliterature, where the signature elements may bestretched across the layout and vertically alignedwith other layout elements, the Laser Line joinsthe signature elements in a unified whole.

Because it draws attention to the signature andunderscores the typography, the Laser Line lendsemphasis to signature content in all applications.

Therefore, the Laser Line may not be eliminatedfrom graphic signatures except as expressly authorized for specific applications in document 200, Application Standards.

Weight of Laser Line

The weight, or thickness, of the Laser Line isdetermined by

• the diameter of the signature Monogram used with it • limitations in reproduction quality• viewing distance and conditions

The Laser Line should be as fine, or as thin, aspossible within the parameters of commerciallyacceptable reproduction. Nevertheless, visibilityis always the final criterion for judging appropri-ate weight. In no application should the LaserLine be so fine as to appear faint, frail, or broken.It must always be of sufficient thickness to

• reproduce well• be clearly visible at the viewing distance and under

the viewing conditions required by the specificapplication

Follow these general guidelines to ensure proper specification of the Laser Line weight:

• The minimum thickness of the Laser Line is 1 ⁄2 point, as demonstrated in the top example at the left.

• The maximum thickness is generally 3 percent ofthe diameter of the signature Monogram, asdemonstrated in the bottom example at the left.

Nevertheless, if - the required method of reproduction is coarse

(as in flexography)- the viewing distance is great or varied

(as is the case with signs)- the viewing conditions are unusual

(as is the case with moving vehicles)then the thickness may be increased to a maximumof 6 percent of the diameter of the signatureMonogram.

• Any size between the minimum and maximum isacceptable; however, it is preferred that the LaserLine be as fine, or as thin, as possible.

The Laser Line, a fine horizontal line, is an integral part ofgraphic signatures.

GE Typography

GE Typography

g

g

These guidelines applyto the use of color in all GE Identity Programapplications.

Because of the colorreproduction limita-tions of video monitorsand laser printers, theseguidelines cannot estab-lish visual standardsfor reproduction ofprogram colors. Thosestandards are theprinted color samplesavailable from the GE Identity Website orHotline.

Col

or

132

GE Identity Program

g

When using color in program applications,remember:

• Of all visual elements, color is the most relative.It changes—or appears to change—in relation to factors such as

- reproduction materials and methods

On a computer screen, color is reproduced bymixing three colors of light. In four-color processprinting, color is reproduced by printing in suc-cession varying amounts of four pigmented inks.In match-color printing, ink is custom mixed toprecisely match a sample. As a result of the dif-ferent materials and methods used to reproducecolor, the “same” color appears different whenreproduced by different methods.

Not all colors can be reproduced in all methods,and some colors are unique to some methods.For example, metallic and fluorescent colors canneither be displayed on a video monitor norprinted using four-color process. Such colorsmust be custom mixed using special pigments andreproduced using traditional techniques such asletterpress, offset lithography, and screen printing.

- viewing conditions such as illumination and distance

Viewing a color indoors under tungsten bulbsversus outdoors under the sun (or the moon)changes color perception. In addition, whenviewed from afar, a color appears different thanwhen viewed at close range.

- adjacent color

Perception of a color changes in relation to thecolor that surrounds it.

- size of area bearing the color

Perception of a large area of color is often differ-ent from perception of a small area of the samecolor, especially depending on the adjacent color.

• Color selection is sometimes limited to standard colors provided in the dominant specificationsystem available locally, which varies around theworld. Furthermore, such color specification systems are continuously being changed; newcolors are added as others are discontinued.

GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

ColorContents

132.01

Corporate Colors 132.02

GE Color Palettes:GE Grey & Metallic Color Palette 132.03GE Dark Color Palette 132.04GE Bright Color Palette 132.05

Using Color: Summary Guidelines 132.10

Using Corporate Colors againstWhite Backgrounds 132.11Black Backgrounds 132.12Platinum Grey Backgrounds 132.13Laser Red Backgrounds 132.14

Using Other Colors 132.20


The GE Identity Program features two corporatecolors:

• Platinum Grey• Laser Red

Each communicates specific attributes that represent the Company and further the commu-nication goals of the program.

Platinum GreyThe color used most often in the signatureMonogram and signature typography, PlatinumGrey is a neutral hue of medium value. Againstwhite backgrounds, it appears dignified andreserved, signifying high quality and suggestingthe essential and traditional character of theCompany.

Laser RedIn contrast to the classic quality of PlatinumGrey, the corporate color most often used in theLaser Line, Laser Red, is a bright intense hue ofstrong value, salient in any environment. It suggests the spirit of innovation and the livelinessof entrepreneurial enterprise, the qualities GE is pursuing throughout its organization withrenewed emphasis.

Together, these corporate colors help to expressthe fundamental identity of GE. They representthe Company’s commitment to the values of highquality and reliability, developed over generationsof responsible product manufacturing and service,and its reliance on the creative energies through-out its organization to continually improve andrevitalize its product and service offerings.

When using the corporate colors, follow theguidelines beginning on page 10.

Note: Because of the color reproduction limita-tions of video monitors and laser printers, thesimulated display of the corporate colors at theleft does not establish visual standards for colorreproduction. Those standards are the offset-printed document 560, Color Samples, availablefrom the GE Identity Website or Hotline.

132.02Corporate Colors

Laser Red*

Platinum Grey*

*When match color is usedin lieu of Platinum Grey and Laser Red, you may use• PANTONE®† 423 (for stationery, PANTONE 424) and PANTONE Red 032, thestandards for which are shownin the current edition of the PANTONE Color FormulaGuide 1000 • Toyo Printing Inks CF 8644and CF 8098, the standards forwhich are shown in the currenteditions of the Toyo Ink ColorFinder

When four-color process is used,you may use• for Platinum Grey, 40 percent black (minimum 133-line screen)• for Laser Red, solid magenta/yellow

When a standard line color is used,for Laser Red you may use the Association of AdvertisingAgencies of America colorstandard, AAAA/ABP SecondColor Red.

The alternative specificationsprovided here are not equiva-lent to the corporate colorsnor equivalent to each other.They are merely acceptablealternative specifications whenthe corporate colors are notavailable.

The colors shown and speci-fied in this document are notintended to match the PANTONEColor Standards or the ToyoPrinting Inks Colors. PANTONEColors are not equivalent toToyo Colors.

† PANTONE® is a registeredtrademark of Pantone, Inc.


In addition to the corporate colors, the GE

Identity Program includes a group of match inkcolors for print applications. These colors aregrouped into three GE color palettes:

• GE Grey & Metallic Color Palette,shown on this page

• GE Dark Color Palette, shown on page 04

• GE Bright Color Palette, shown on page 05

When a promotional application requires otherthan the corporate colors, a color from the GE

color palettes may be used. Other colors may beused as well.

When using color, follow the guidelines beginning on page 10.

Note: Because of the color reproduction limita-tions of video monitors and laser printers, themetallic colors are not shown. For the same reason, the simulated display of the GE Grey & Metallic Color Palette at the left does notestablish visual standards for color reproduction.Those standards are the offset-printed document560, Color Samples, which includes the metallic colors, available from the GE Identity Website orHotline.

132.03GE Grey & Metallic Color Palette

G 01

G 02

Platinum Grey

G 03

G 04


132.04



• GE Grey & Metallic Color Palette,shown on page 03

• GE Dark Color Palette, shown on this page

• GE Bright Color Palette, shown on page 05




Note: Because of the color reproduction limita-tions of video monitors and laser printers, thesimulated display of the GE Dark Color Palette at the left does not establish visual standards for color reproduction. Those standards are the offset-printed document 560, Color Samples,available from the GE Identity Website or Hotline.

GE Dark Color Palette

D 1001

D 1002

D 5001

D 5002

D 6001

D 6002

D 7001

D 7002

D 9001

D 8002

D 4001

D 4002

D 3001

D 3002

D 2001

D 2002


132.05



• GE Grey & Metallic Color Palette,shown on page 03

• GE Dark Color Palette, shown on page 04

• GE Bright Color Palette, shown on this page




Note: Because of the color reproduction limita-tions of video monitors and laser printers, thesimulated display of the GE Bright Color Paletteat the left does not establish visual standards for color reproduction. Those standards are the offset-printed document 560, Color Samples,available from the GE Identity Website or Hotline.

GE Bright Color Palettes

B 1001

B 1002

B 5001

B 5002

B 6001

B 6002

B 7001

B 7002

B 9001

B 8002

B 4001

B 4002

Laser Red

B 3002

B 2001

B 2002


Rule One:Reproduce the Mono-gram so the letters/curlicues are lighterthan the field.The letters/curlicuesare never darker thanthe field.

To ensure correctreproduction, use the correct positiveor reverse Monogramin GE Logo Font,a custom font thatcontains, instead ofthe alphabet, all ver-sions of the signatureand Dynamic Mono-grams. It is availableto all GE employeesand their suppliersfrom the GE IdentityWebsite or Hotline.(For more informa-tion, see document382, GE Logo Font.)

Using Color:Summary Guidelines

132.10

Using Other ColorsOther colors may be used in promotional applications such as brochures, product literature,tradeshow exhibits, packaging, point-of-sale displays, and novelties. Such colors help to differentiate GE brand promotional materialsfrom each other and from those of competitors.

• Use other colors in the background.Use the selected color in a bar, band, or full-bleed background and

- against dark backgrounds, use the reverse Mono-gram and reverse the graphic signature in white

- against bright backgrounds, either · use the reverse Monogram and reverse the signature in white (as for dark backgrounds)· use the positive Monogram and overprint thesignature in black (with either the backgroundcolor or white in the letters/curlicues)whichever maintains the stronger contrast(See pages 20 and 21.)

• When selecting other colors, use any appropriatecolor, including those from the GE color palettes.

Other Guidelines

• When reversing any element of a graphic signa-ture from a background color, the color of thepaper stock appearing in the signature elementsshould be white, off-white, or very light grey.(Note: In applications such as shipping cases andcartons, where the paper stock is kraft colored,signature elements may be reversed from a colored bar, band, or background, provided theselected color is strong enough to contrast withthe kraft color and maintain high legibility.)

• When using colored paper stock, use the positiveMonogram and overprint the entire graphic sig-nature in black. If the paper stock is a very lightcolor or a very light grey, the entire signaturemay be overprinted in Platinum Grey, if desired.

• When using color in the Dynamic Monogram,follow the guidelines in document 134, DynamicMonogram, page 02.

• In all applications, provide your supplier with a color sample and specify that the color be visually matched. Document 560, Color Samples —offset-printed samples of the corporate colorsand all colors in the GE color palettes — is avail-able from the GE Identity Website or Hotline.

g e e e e

g Gg Gg Gg Gg

e g e e e

e g g g g

Using Corporate ColorsThe corporate colors help to establish a consis-tent appearance among communications thatpertain to the Company, its facilities, and itsproperty. These colors are used in permanentmedia such as stationery, facility signs, and vehicles. Any time they are used, the corporatecolors strengthen the GE identity.

• Use the corporate colors in graphic signaturesagainst white, off-white, or very light grey back-grounds. (See page 11.)

• As an alternative, use the corporate colors in thebackground and reverse the graphic signature inwhite or overprint it in black. (See pages 12 to 14.)

When using Platinum Grey:• In graphic signatures, use Platinum Grey in any sig-

nature element. In the Monogram, use PlatinumGrey only in the field (including the outline circle) and use only white in the letters/curlicues.

• In other layout elements, use Platinum Grey as desired.

When using Laser Red:• In graphic signatures, use Laser Red in the Laser

Line only. Do not use Laser Red in other signa-ture elements.

• In other layout elements, to preserve its uniquenessin the Laser Line, do not use Laser Red in otherfine lines. Instead, use Laser Red in other well-differentiated elements such as heavy lines, bars,bands, and backgrounds, if desired.


Against white, off-white, and very light grey backgrounds, use

• Platinum Grey in the signature Monogram and typography

• Laser Red in the Laser Line

If only Platinum Grey is available, use it in all signature elements, including the Laser Line.

If neither corporate color is available, use black in allsignature elements.

Do not use any other color in graphic signatures.

Against a white background, signature elementsmust be the colors described above. Use othercolors in the background—in a bar, a band, or a full-bleed background—and reverse the signa-ture in white or overprint in black. (See pages 20 and 21.)

Do not use Laser Red in the signature Monogramor typography.

Laser Red may be used only in the Laser Line orbackground.

132.11Using Corporate Colors against White Backgrounds


g


g


g


g


g


Against black backgrounds, either

• reverse the signature in white • use Platinum Grey in the field of the signature

Monogram (with white in the letters/curlicues)and/or typography, as desired

Laser Red may be used in the Laser Line.


Against a black background, the Monogram and signature typography may be only white orPlatinum Grey, and the Laser Line may be onlywhite, Platinum Grey, or Laser Red.



132.12Using Corporate Colorsagainst Black Backgrounds


e


Gg


e


e


Gg


Against Platinum Grey backgrounds, either• reverse the signature in white• overprint the signature in black

Laser Red may be used in the Laser Line.


Against a Platinum Grey background, the Monogram and signature typography may beonly white or black, and the Laser Line may beonly white, black, or Laser Red.



132.13Using Corporate Colorsagainst Platinum Grey Backgrounds


e


Gg


g


e


Gg


Against Laser Red backgrounds, either• reverse the signature in white• overprint the signature in black


Against a Laser Red background, signature elements may be only white or black.

Do not use Platinum Grey against a Laser Redbackground because it appears weak in comparison to the bright background and is difficult to read.

132.14Using Corporate Colorsagainst Laser Red Backgrounds


e


Gg


g


e


Gg


Select other colors from the GE Color Palettesor an alternative color specification system. Anyappropriate color may be used in promotionalapplications as described below.

Use other colors in bars, bands, or full-bleedbackgrounds, and either

• reverse the signature in white• overprint the signature in black

whichever maintains strong contrast and highlegibility.

Laser Red may be used in the Laser Line wherethe background color provides sufficient contrast.

continued

132.20Using Other Colors


e


Gg


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g


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132.21Using Other Colors, continued

Do not use other colors in graphic signatures.

Against a colored background, the Monogramand signature typography may be only white orblack, and the Laser Line may be only white,black, or Laser Red.




e


Gg

Typo

grap

hy Program typography includes two typeface series:• Univers• ITC New Baskerville

These typeface series are used exclusivelythroughout the GE Identity Program. Each seriesis generally available throughout the world, and each possesses visual characteristics that represent the Company and further the goals of the identity program.

By using these typefaces exclusively in all program applications, a distinctive and uniquevisual quality can be established across all Company communications. This precise visualcharacter helps to

• unify and strengthen GE communications• differentiate the Company from its competitors

Carefully follow the guidelines contained hereand in document 200, Application Standards, to ensure the maximum benefit from the use ofprogram typography in all media.

For information on signature typography, seedocument 131, Graphic Signatures, pages 31 to 35.

133

GE Identity Program

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GE Identity Program 133, Typography GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

TypographyContents

133.01

The Univers Series 133.02

The ITC New Baskerville Series 133.04


The Univers Series 133.02

The Univers series of typefaces has beenselected for use throughout the GE Identity Program because it possesses visual characteris-tics that represent the Company and further thegoals of the identity program:

• The optically refined and well-balanced drawingof the Univers letterforms communicates a sense of quality and sophistication.

• The sans serif style communicates a sense ofmodernity, high technology, and efficiency.

Univers 68


Univers 48


Univers 68 and 48, the bold and light condenseditalic styles, possess additional visual characteristicsvaluable to the identity program:

• The condensed style communicates a sense of leanness.• The italic style communicates a sense of forward

motion, suggesting agility, dynamism, and future-oriented activity.

Univers 68 and 48 are used extensively throughoutthe GE Identity Program.

• In all media, Univers 68 and 48 are the primarytypefaces used in graphic signatures. For guidelines on the use and specification of signature typography, see document 131, GraphicSignatures, pages 31 to 35.

• In permanent media such as stationery, signs, vehicles, product identification, and shippingcases and cartons, Univers 68 and 48 are usedwhenever possible.

• In promotional media such as advertising,brochures, product literature, and promotionalmaterials such as direct mail and point-of-saledisplays, Univers 68 and 48 are preferred fortypographic accents such as captions, subheads,and folios.

Sources of Univers 68 and 48Univers 68 and 48 are generally available through-out the world on a variety of typesetting systems.

Note: In computer typesetting, Univers 68 and48 may may be known by other names, such as

• Univers 68: Univers (67) Condensed Bold Oblique• Univers 48: Univers (47) Condensed Light Oblique

continued


The Univers Series, continued 133.03

Other styles in the Univers series may beselected as needed in program applications;for example:

• Univers 67 and 47, the bold and light condensedroman styles, are used for large areas of text suchas the instructions on shipping cases and cartons,the copy in product identification labels, and thecopy in accented feature columns in periodicals.Univers 67 and 47 are also used for the calloutsin business forms.

• Univers 65 and 45, the bold and light romanstyles, may be used in applications where thecondensed or italic styles fail to meet local ordi-nances for specific applications, such as vehiclegross weight markings.

• Any of the Univers series may be used in promotional media for typographic accents suchas captions, subheads, and folios.

Univers SpecificationsIn program applications, specify Univers typography using

• capital and lowercase letters• flush left, ragged right for two or more lines

of typography• a minimum of 1 point of line spacing in text settings• normal letterspacing and word spacing

Note: Correct spacing is neither too tight nor too open. This visual standard applies to Universtypography used in all media. To maintain this visual standard while optimizing legibility, additional spacing may be required when

• the method of reproduction is coarse, as in flexography

• the viewing distance is great or varied, as is the case with signs

• the viewing conditions are unusual,as is the case with moving vehicles

Sources of the Univers SeriesThe Univers series is generally available through-out the world on a variety of typesetting systems.

Alternatives to Univers 68 and 48In certain applications, such as computer-gener-ated transparencies, where Univers is not avail-able from the imagemaker, Helvetica BoldCondensed Italic and Helvetica Light CondensedItalic may be substituted for Univers 68 and 48.

Note: Do not substitute Helvetica for Univers in advertising, brochures, product literature, tradeshowexhibits, promotional materials such as direct mail andpoint-of-sale displays, packaging, products, stationery,signs, vehicles, or shipping cases and cartons.

Traditional Name Computer Font Name

Univers Condensed Thin Ultra

Univers Light

Univers Light Oblique

Univers Condensed Light

Univers Condensed Light Oblique

Univers Condensed Light Ultra

Univers Regular

Univers Oblique

Univers Condensed Regular

Univers Condensed Oblique

Univers Condensed Ultra

Univers Bold

Univers Bold Oblique

Univers Condensed Bold

Univers Condensed Bold Oblique

Univers Black

Univers Black Oblique

Univers Extra Black

Univers Extra Black Oblique

Univers 39Univers 45Univers 46Univers 47Univers 48Univers 49Univers 55Univers 56Univers 57Univers 58Univers 59Univers 65

Univers 66

Univers 67Univers 68Univers 75Univers 76Univers 85Univers 86


The ITC New Baskerville Series 133.04

As an option, ITC New Baskerville Italic may be used in product signatures.

In the complete series, four weights, each inboth roman and italic styles, are available(but only two weights, the regular and bold, are shown at the left below). Selection is madeaccording to the requirements of the specificapplication. For example,

• for high legibility in large areas of text, use the roman styles

• for emphasis, use the bolder weights• for a sense of dignity and stability, use the

roman styles • for a sense of motion or activity, use the italic styles

ITC New Baskerville SpecificationsIn program applications, specify Baskervilletypography using

for text settings:• capital and lowercase letters• flush left, ragged right• a minimum of 1 point of line spacing• normal letterspacing and word spacing

for headlines:• capital and lowercase letters• flush left, ragged right or centered• tight letterspacing and word spacing

Sources of the ITC New Baskerville SeriesThe ITC New Baskerville series is generally avail-able throughout the world on a variety of typeset-ting systems.

Alternatives to ITC New Baskerville In certain applications, such as computer-gener-ated transparencies, where ITC New Baskerville is not available from the imagemaker, a similarserif typeface series such as Times may be substituted for ITC New Baskerville.

Note: Do not substitute Times for ITC New Baskervillein advertising, brochures, product literature, and promotional materials such as direct mail and point-of-sale displays.

The ITC New Baskerville series of typefaces hasbeen selected as a complement to Universbecause it possesses visual characteristics thatrepresent the Company and further the goals ofthe GE Identity Program:

• The optically refined and well-balanced drawing of theBaskerville letterforms communicates a sense ofquality and refinement, of excellence and sophis-tication.

• The serif style communicates a sense of classicism,implying a respect for the heritage and tradi-tional values that built the Company.

These visual attributes complement the Universseries by providing a context of rich typographiccontrast.

Therefore, the ITC New Baskerville series isused extensively in highly visible promotionalmedia applications. For example, in advertising,brochures, and promotional materials, ITC NewBaskerville is used in

• all headlines• all text

ITC New Baskerville




ITC New Baskerville Bold


ITC New Baskerville Bold Italic


Dyn

amic

Mon

ogra

mA unique feature of the GE Identity Program isthat the Monogram serves two distinct functions:

• As an integral component of graphic signatures,the full Monogram functions as the Company’sprimary trademark. It communicates specificattributes about the Company—in particular,quality and reliability—for which the Monogramis well known around the world. Generally, when the Monogram functions as the primarycorporate trademark, it is used as an element ingraphic signatures and is referred to as the signature Monogram. (For more information onthe signature Monogram, see document 131,Graphic Signatures, page 30.)

• As an optional graphic support device, a portion of the Monogram may be used in programapplications, if desired. When the Monogramfunctions as graphic support, one of the autho-rized drawings shown on the following pagesmust be used. Because each drawing featuresonly a portion of the Monogram and is reproduced large and bleeding off a format, it is referred to as the Dynamic Monogram, suggest-ing that GE is too dynamic to be contained.

Note: For GE employees and their suppliers, allversions of the Dynamic Monogram are providedin the computer font GE Logo Font, availablefrom the GE Identity Website or Hotline.

134

GE Identity Program

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When a portion of the Monogram is used as graphic support,it is referred to as theDynamic Monogram.

GE Identity Program 134, Dynamic Monogram GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Dynamic MonogramContents

134.01

Guidelines 134.02

Dynamic MonogramThree-Quarter Version• Right-Bleeding 134.03• Left-Bleeding 134.04One-Quarter Version 134.05Horizontal Version• Right-Bleeding 134.06• Left-Bleeding 134.07

Linear Dynamic MonogramCircle Versions 134.08Bar Versions 134.09

Reproduction Alternatives 134.10

x


Dynamic Monogram Guidelines 134.02

Use the Dynamic Monogram in any application in any media. Its use is optional; it is not requiredin any program application, nor is it restricted tocertain media.

Use either the Dynamic Monogram or othergraphic support elements in an application. TheDynamic Monogram functions like a photograph,illustration, or thematic graphic or other graphicsupport in a specific layout. It provides visualinterest to a graphic signature and other typo-graphic messages. Therefore, when it is used in a layout, do not combine it with photographs,illustrations, thematic graphics, or other graphicsupport as its strength and clarity would bediminished.

Use the Dynamic Monogram large in a format. If reproduced small in relation to a format, theDynamic Monogram loses its sense of dynamism.

Bleed the Dynamic Monogram. Three versions of the Dynamic Monogram bleed off the bottomand left or right edges of a format; two versionsbleed left or right, top, and bottom. GE LogoFont, available from the GE Identity Website orHotline, provides extra area for this bleed. Donot add borders around the Dynamic Monogramand do not reproduce it so it stops short of theedges of the format.

Reproduce the Dynamic Monogram in a subtlecolor of low contrast to the background color. Generally, the graphic signature should be visu-ally stronger than the Dynamic Monogram.

Typography may overprint the Dynamic Mono-gram. When reproduced in a subtle color of lowcontrast to the background color, the DynamicMonogram can be overprinted with typographywithout losing legibility.

Note: Some marketing communications mayrequire a stronger presentation of the DynamicMonogram. When it is reproduced in strong contrast to the background, typography may notoverprint it.

Do not use the Dynamic Monogram as a substitutefor a graphic signature or the signature Monogram.Because it is used as a supporting graphic elementin a layout, the Dynamic Monogram is alwaysused with other program elements such as a graphic signature, program typography, andcolor—and never in place of them. Do not use the Dynamic Monogram to replace a graphic signature or to replace the signature Monogramin any program application.

Do not create other versions of the Dynamic Monogram. Do not bleed the Dynamic Monogram off formats at points other thanthose indicated in GE Logo Font.

Use of the Dynamic Monogram is restricted to

• all GE components• only affiliates licensed

to use the Monogram

Unless expressly licensedto do so, dealers, resellers,and other outsiders may not use the DynamicMonogram in any materials.

b

Note: Reproduce theMonogram so the letters/curlicues arelighter than the field,as shown in the topexample at the right.The letters/curlicuesare never darker thanthe field.

To ensure correctreproduction, use the correct positiveor reverse DynamicMonogram, availablein GE Logo Font—a custom font thatcontains, instead ofthe alphabet, all ver-sions of the signatureand Dynamic Mono-grams. It is availablefrom the GE IdentityWebsite or Hotline.(For more informa-tion, see document382, GE Logo Font.)

Do not use theMonograms shown in this document inreproduction art.


Three-Quarter Right-BleedingDynamic Monogram

134.03

The three-quarter right-bleeding version of theDynamic Monogram features most of the script lettering and nearly three-quarters of the Monogramfield. When this version bleeds off a format correctly, only the bottoms of both letters and theright edge of the “E” are trimmed.

When using this version,follow the guidelineson page 02.

Because of its relative completeness, the three-quarter version of the Dynamic Monogram is generally preferred in program applications.It is especially useful in vertical formats.

x

134.04Three-Quarter Left-BleedingDynamic Monogram


The three-quarter left-bleeding version of theDynamic Monogram features most of the script lettering and nearly three-quarters of the Monogramfield, like its right-bleeding counterpart, shown on page 03. When this version bleeds off a format correctly, only the bottoms of both letters aretrimmed.


Because of its relative completeness, the three-quarter version of the Dynamic Monogram is generally preferred in program applications.It is especially useful in vertical formats.

d


One-Quarter Dynamic Monogram 134.05

The one-quarter version of the Dynamic Monogramfeatures only the upper portion of the letter “G”and nearly one-quarter of the Monogram field.When this version bleeds off a format correctly, no part of the script “E” can be seen, but thecurlicue on the left is shown in full.


Because the one-quarter version reveals only asmall portion of the Monogram, it appears to bevery close to the viewer. Therefore, in programapplications where the accompanying graphic sig-nature is large, the one-quarter version establishesa stronger contrast of scale than does the three-quarter version. Also, it may be used to introducevariety in a series of applications.

c

134.06Horizontal Right-BleedingDynamic Monogram


Created expressly for use in mastheads at the GE

World Wide Web site, the horizontal right-bleedingversion of the Dynamic Monogram may be used inany other program application that has a horizontalformat. When this version bleeds correctly off a format, both the tops and bottoms of the letters are trimmed, and no part of the “E” appears in thelower-right corner.


a


Horizontal Left-BleedingDynamic Monogram

134.07

Created expressly for use on tractor trailer vehicles,the horizontal left-bleeding version of the DynamicMonogram may be used in any other programapplication that has a horizontal format. When thisversion bleeds correctly off a format, both the topand bottom edges of the letters are trimmed, andthe left edge of the “G” appears in full.


v

When using any of the circle versions of the Linear Dynamic Monogram, follow theguidelines on page 02.

134.08Linear Dynamic Monogram,Circle Versions

The circle versions of the Linear Dynamic Monogramare identical to the three-quarter, one-quarter, andhorizontal versions of the standard Dynamic Mono-gram, shown on pages 03 to 07, except the fields ofthe Monograms are created by fine horizontal lines.

These fine lines reduce the visual strength of thecolor used in them, allowing a dark color to appearlighter. For example, the black used in the examplebelow appears grey.


jBbWhen displayed on computermonitors, the example onthis page appears incorrect. Except when greatly enlarged, the lines appear unequal inthickness and grouped in bands.

When printed on most laser printers, the examplesare correct.

When using any of the bar versions of the Linear Dynamic Monogram, follow theguidelines on page 02.

134.09Linear Dynamic Monogram,Bar Versions


The bar versions of the Linear Dynamic Monogramare similar to the circle versions (an example isshown on page 08) except the fine horizontal lines inthe fields extend to the left or right of the Monogram,creating the appearance that the Monogram isreversed from a bar.

As in the circle versions, these fine lines reduce thevisual strength of the color used in them, allowing a dark color to appear lighter.

The bar versions are useful when a highly structuredappearance or horizontal emphasis is desired. The bar may stop at the margin or another point on the layout grid or bleed off the format, as shownin the example below.

uujbWhen displayed on computermonitors, the example onthis page appears incorrect. Except when greatly enlarged, the lines appear unequal inthickness and grouped in bands.



Generally, the Dynamic Monogram is repro-duced in a subtle color of low contrast to thebackground, and the accompanying graphic signature is visually stronger than the DynamicMonogram. When so reproduced, the DynamicMonogram may be overprinted with typography.

Some marketing communications may require a stronger presentation of the Dynamic Monogram. When it is reproduced in strong contrast to the background, typography may notoverprint it.

Note: Correct reproduction of the Monogramrequires the letters/curlicues to be lighter thanthe field. The letters/curlicues are never darkerthan the field. To ensure correct reproduction,use the correct positive or reverse Monogram inGE Logo Font—a custom font that contains,instead of the alphabet, all versions of the signa-ture and Dynamic Monograms. It is availablefrom the GE Identity Website or Hotline. (For information on using this font, see docu-ment 382, GE Logo Font.)

Examples of correct reproduction are shown onthe following pages.

continued

Dynamic MonogramReproduction Alternatives

134.10


Dynamic MonogramReproduction Alternatives, continued

134.11

gGE Typography

GgGE Typography

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GE Typography

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134.Dynamic MonogramReproduction Alternatives, continued

134.12

eGE Typography

eGE Typography

xe

GE Typography

eGE Typography

b xcontinued

b


134.13Dynamic MonogramReproduction Alternatives, continued

eGE Typography

eGE Typography

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GE Typography

gGE Typography

b xcontinued

gGE Typography

jNnujbGE Identity Program 134, Dynamic Monogram GE Identity Website: http://www.ge.com/identity

GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

134.14Dynamic MonogramReproduction Alternatives, continued

GgGE Typography

jBbg

GE Typography

gGE Typography

ujnWhen displayed on computermonitors, the examples onthis page appear incorrect. Except when greatly enlarged, the lines appear unequal inthickness and grouped in bands.


Appl

icatio

nSt

anda

rds Products & Packages

Product Identification 210Packaging 220Shipping Cases & Cartons 230

Marketing Communications 240Advertising 241Recruitment Advertising 242Promotional Brochures 243Product Literature 244Promotional Materials 245Exhibits 247Presentation Materials 248

Employee Communications 250Newsletters 251Employee Identification 252Recruitment Advertising(See document 242 in Marketing Communications)

Stationery forNorth American Components & Affiliates 261Corporate Staff 262Components outside North America 264

Formatting Stationery in North America 263outside North America 265

Other ApplicationsForms & Checks 270Facility Signs 280Facility Signs Engineering Drawings 285Vehicle Identification 290

200

GE Identity Program

Gg

Prod

uct

Iden

tifica

tion GE Identity Program

g

The product identification standards apply to all products marketed under the GE brand,including those that use both the name “GE”and a secondary brand name.

These standards provide a plan for displayinggraphic signatures or the Monogram alone con-sistently and prominently on products marketedunder the GE brand. They also help to

• streamline and modernize the appearance ofproduct identification

• communicate specific attributes of refinement,sophistication, high technology, dynamism, andinnovation

• unify the identification of the GE brand of prod-ucts produced by all components and licensedaffiliates so that each draws from andcontributes to the strength of the GE identity

• provide flexibility to accommodate the space limitations and reproduction methods requiredto identify different products

210

GE Identity Program 210, Product Identification GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Product IdentificationContents

210.01

Guidelines 210.02

Examples 210.10

Product Identification outside the U.S.A. 210.90

OEM Product Identification 210.91


Product Identification Guidelines 210.02

Use a graphic signature in all product identifica-tion where a secondary name—a word mark or a generic name—is used to identify the product.

• Use all three elements of a graphic signature:- the signature Monogram- signature typography- the Laser Line

Note: If the space available for identification isseverely limited, the Laser Line may be elimi-nated in certain signatures, as noted below.

• Use any of the signature arrangements:

- Primary signature. Because the primary signa-ture is preferred in all program applications, itsuse in product identification helps relate prod-ucts to other media such as advertising, sales promotion materials, and product literature.However, when the space available for identifica-tion is limited, the other graphic signatures maybe used. Note: The primary signature mustconsist of all three signature elements.

- Compact signature. The compact signature isidentical to the primary signature except that the signature elements may be positioned closertogether. Note: The compact signature must consist of all three signature elements.

- Vertical signature. This signature may be usedwhen the application format is narrow or when avertical emphasis is desired. The signature typog-raphy is aligned flush left with the signatureMonogram; do not center the signature Mono-gram above the signature typography. Note:Where the space available for identification isseverely restricted, the Laser Line may be omitted.

- Special signatures. When the space available forproduct identification is so restricted that noneof the basic graphic signatures can be used, oneof the special signatures may be used. These sig-natures are useful when the identification mustappear in a band with very little height.

Note: The special signatures may be used in onlycertain program applications such as signs,exhibits, and product identification. Do not usethe special signatures in other media.

For more information, see document 131,Graphic Signatures.

• In graphic signatures, use the following productidentification elements:

- In primary, compact, and vertical signatures, use· the communicative name of a component oraffiliate, if appropriate · a secondary word mark and/or model numberand/or generic product name· a generic product name

- In special signatures, use a secondary word markand/or model number and/or generic name forthe product. Do not use the communicativename of a component or affiliate in the specialsignatures.

• Outside a graphic signature, use a - secondary word mark- model number- generic name- combination of these identification elements

Do not use the communicative name of a compo-nent or affiliate outside a graphic signature.

Use the Monogram alone when there is no needor room for signature typography. The minimumidentification on all products is the Monogram.Generally, the minimum diameter of the Mono-gram is 1 ⁄2" (12.5mm or 50-point GE Logo Font).The minimum clear space surrounding theMonogram used alone is equal to 1 ⁄4 the diameterof the Monogram.

continued


Product Identification Guidelines,continued

210.03

Follow these general guidelines in all productidentification:

• Do not use the name “GE” with a secondary wordmark because such use would suggest that anothercompany has a product with the same name.

• Do not use secondary design marks such as logotypes, symbols, or icons. Instead, use a secondary word mark, typeset in Univers 68 or 48 or ITC New Baskerville within or outside a graphic signature.

• Use any typeface in the Univers or ITC NewBaskerville series, typeset in initial capital andlowercase letters, for all typography appearingon a product—including instructions and control markings. For more information, see document 133, Typography.

• Reproduce the Monogram so the letters/curlicues are lighter than thefield, as shown in the top example at the right. The letters/curlicues arenever darker than the field. To ensure correct reproduction, use the correct positive or reverse signature Monogram in GE Logo Font—a custom font that contains, instead

g

eof the alphabet, all versions of the signature andDynamic Monograms. It is available from the GE Identity Website or Hotline. (For informationon using this font, see document 382, GE Logo Font.)Do not use the Monograms shown in this documentin reproduction art.

• At small sizes or when reproduction is coarse,the area where the curlicues join the circle may fill in slightly.

• Use color according to the guidelines in document132, Color. Metallic colors such as silver or gold maybe used in product identification elements.

• Place the identification elements on a product in an asymmetrical layout. In a product identificationformat, avoid centering a graphic signature, theMonogram, or a secondary word mark used alone.


Product Identification Examples 210.10

When the space available for product identificationis sufficient, the primary signature is used. In thisexample, the signature Monogram and signaturetypography are positioned at the far right on theproduct identification panel, and the Laser Line isbled left off the format. The asymmetrical layoutand extension of the Laser Line suggest the quali-ties of dynamism and innovation.

For more information on the primary signature, seedocument 131, Graphic Signatures, pages 11 and 12.

L/U Angiog

Identification Elements: Primary signature containing a secondaryword mark reproduced in Platinum Greyand Laser Red against a light neutral background

The signature typography contains the secondaryword mark, “L/U Angio,” typeset in Univers 48, thelighter of the two weights of Univers used in signa-tures. An exception to the standard use of Univers68 for most typography in graphic signatures, thislighter weight is specified because it communicatesa sense of high technology and exacting precision,qualities with which it is desirable for the productto be associated.

For more information on signature typography, seedocument 131, Graphic Signatures, pages 31 to 35.

The signature is reproduced in the corporate colors, Platinum Grey and Laser Red. Wheneverpossible, the corporate colors are used in productidentification elements.

For more information on color in signature elements, see document 132, Color.

Note: The Laser Line may be reproduced only inLaser Red, black, white, or a metallic color such assilver or gold.



Identification Elements: Primary signature containing the component’scommunicative name reproduced in white and Laser Red against a dark neutral background

GE Medical Systems

e

When the space available for product identificationis sufficient, the primary signature is used. In this example, the signature typography containsthe communicative name of the component, “GE Medical Systems.” This name is useful as prod-uct identification because it serves a dual function:It identifies the source of the product while suggesting that the product is part of a group ofinterrelated products.

For more information on the primary signature, seedocument 131, Graphic Signatures, pages 11 and 12.

Note: When the communicative name of a compo-nent or affiliate is used in product identification, it must appear in a primary, compact, or vertical signature. A communicative name may not be usedoutside a graphic signature nor in a special signature.

The signature is positioned in an asymmetrical layout on the product. By extending the Laser Lineto bleed left off the format and positioning theother signature elements to the right, the qualitiesof dynamism and innovation are emphasized.



On large products, identification elements mayappear separately. In this example, the compactsignature containing the component’s communica-tive name, “GE Medical Systems,” is used as themain identification on the operator panel. The secondary word mark, “Mammoview,” is featured in a large size outside the signature on the front panelof the product.

Only secondary word marks and model numbersmay be used outside a graphic signature. Commu-nicative names of components or affiliates mustappear in a primary, compact, or vertical signature.

GE Medical Systems

Mammoview

e

When identification elements appear outside a signature, they are typeset in Univers 68 and, ifneeded, Univers 48 in initial capital and lowercaseletters.

For more information on program typography, see document 133, Typography.

Although the corporate colors are preferred for allidentification elements, secondary word marks andmodel numbers used outside graphic signaturesmay appear in colors selected from GE color palettes.

For more information on color, see document 132, Color. Color samples are available from the GE Identity Website or Hotline.

Identification Elements:Compact signature containing the component’scommunicative name reproduced in white against adark neutral background, and a secondary word markoutside the signature reproduced in GE color B6002



The vertical signature is used when the applicationformat is narrow or when vertical emphasis isdesired. In this example, the space available forproduct identification is sufficient to accommodateeither the primary or the compact signature. How-ever, the vertical signature is used because the verti-cal emphasis provides visual contrast to thehorizontality of the product itself.

For more information on the vertical signature, seedocument 131, Graphic Signatures, pages 15 and 16.

Identification Elements: Vertical signature containinga secondary word markreproduced in white and Laser Red against a dark neutralbackground

Spacemaker IIe



When a product consists of component units, eachunit may be identified.

When appropriate, the content of the signaturesused on component units may vary. In this example, the product consists of two units. On theoperator unit, shown on this page, the signaturecontains a secondary word mark. On the patientunit, shown on page 15, the signature contains thecommunicative name of the component.

Identification Elements: Special signature A (LaserLine omitted) containing a secondary word mark reproduced in white against a dark neutral background

Starcame

Because the space available for product identifica-tion is limited, a special signature is used, and theLaser Line is omitted. The signature is positioned atthe far left in the format to avoid a centered layout.

For more information on special signatures, seedocument 131, Graphic Signatures, pages 17 and 18.

Note: In product identification, special signaturesmay not contain the communicative name of acomponent or affiliate. Only a secondary wordmark, a model number, or a generic product namemay be used in a special signature.



The communicative name, “GE Medical Systems,”is useful here because it suggests that the productis part of a group of interrelated medical products.

Note: Not all component or affiliate communica-tive names are appropriate for use as identificationon products.

Identification Elements: Compact signature containing the component’scommunicative name reproduced in white against GE color B6002, and the model number outside the signature reproduced in GE color B6002

400 ac

GE Medical Systemse



Any graphic signature may contain a generic name,product description, or benefit, as shown in theexample.

Selection from the Univers series of typefaces isrecommended for all nonproduct identificationtypography appearing on GE products, as shown inthis example of a control panel. However, othertypefaces may be used as desired.

For more information on program typography, seedocument 133, Typography.

Identification Elements: Special signature A (LaserLine omitted) containing thegeneric product name, prod-uct description, or benefitreproduced in white against adark neutral background

Heavy Duty Extra Large Capacity

Wash / SpinSpeed

NormalNormal

NormalGentle

GentleGentle

Variable WashLarge

Medium

e

One of the special signatures is used when theidentification appears in a narrow band. In thisexample, the space available for identification is sonarrow that the Laser Line is omitted. The entiresignature is positioned at the far left in the formatto avoid a centered layout.

For more information on special signatures, seedocument 131, Graphic Signatures, pages 17 and 18.



When the space available for product identificationis so small that none of the graphic signatures can be used, or when there is no need for signaturetypography, the Monogram may be used alone,as shown in this example of identification on arefrigerator door handle.

Identification Elements: Monogram only reproduced in white against a dark neutral background

e

The Monogram used alone or in a graphic signa-ture must always be reproduced so that the let-ters/curlicues are lighter than the field, and if anycolor other than Platinum Grey or black is used inthe Monogram, that same color must be used inthe surrounding background.

For more information on color in signature elements, see document 132, Color.



Identification elements may appear in bars orbands of color, if desired. Colors used in productidentification bands may be selected from the GE

color palettes. In this example, a compact signatureis reproduced in the corporate colors, PlatinumGrey and Laser Red, against a light neutral back-ground. Beneath the signature, the model numberis reproduced in white against a colored band.

Identification Elements: Compact signature containing the component’scommunicative name reproduced in Platinum Grey andLaser Red against a light neutralbackground,and the model number outside the signature reproduced in white against GE color B6002.

GE Medical Systems

RFX2

g

For more information on the compact signature, seedocument 131, Graphic Signatures, pages 13 and 14.

For more information on color in signature ele-ments, see document 132, Color. Color samples areavailable from the GE Identity Website or Hotline.



When preparing a name plate or product ratinglabel, in addition to the guidelines on pages 02 and 03, follow these guidelines whenever possible:

• Use a graphic signature at the top of the format.

• Align information on the label with signatureelements.

• For the label information, use Univers 68 and, ifneeded, Univers 48 (or Univers 67 and Univers47, if the italic font is unavailable) or a similarsans serif typeface.

Model Weight Serial NumberC39-8 390-390 45398

HP Date of MFR Maint. Inst.3900 1993/April GEK-80002

GE Diesel-Electric Locomotivee

GE Transportation Systems Erie, PA. Made in U.S.AGeneral Electric Company


Product Identification outside the U.S.A.

210.90

Although the guidelines that apply to the identifi-cation of domestic products also apply to prod-ucts for sale outside the U.S.A., there are somedistinctions:

• Whenever possible, use a graphic signature orthe Monogram alone on the most visible side or surface of the product to be exported by U.S.components and overseas affiliates licensed touse the corporate trademarks. An asterisk andtrademark protection statement are not needed.

• The Monogram alone may be used to supple-ment a graphic signature or as the primary iden-tification if used with the affiliate mark (jointmarks). An asterisk and trademark protectionstatement are not needed.

• Indicate the country of origin (the countrywhere the product was manufactured) on allexported products. If there is a specific reason to omit the country of origin, consult your legal counsel, because an indication of origin is a legal requirement in many countries.

In exceptional situations, GE components mayuse “General Electric Company” or “GeneralElectric” instead of a trademark to identify theirproducts. Affiliates are not authorized to use theCompany name instead of a trademark.

Rating, Instruction, and Information Plates outside the U.S.A.Even though rating, instruction, and informationplates are attached to products identified withcorporate trademarks, a graphic signature (or the General Electric Signature) or the jointmarks must be placed at the top of the plate followed by an asterisk and one of the Form 1standard trademark protection notation state-ments, as shown in document 121, Primary Trade-marks & Service Marks, page 06.

If the function, design, or size of a productprecludes the use of a rating plate, place theasterisk and trademark protection notice on theproduct packaging. This is the only instancewhere the statement is not required directly onthe product.


Plates, Tags, and Labels Prepared and Supplied by GE to OEMS

When GE components supply plates, tags, orlabels to a customer OEM, these Company-pre-pared attachments should follow these guidelines:

• The Monogram is the only trademark that maybe used. It may be used in any graphic signaturearrangement such as those described on page 02.

• Make sure that the “Equipped with” statementand the Monogram are less prominent than the OEM’s name or trademark on the complete product.

• The Monogram must be subordinate to the“Equipped with” statement.

• Supply the same number of attachments as products to the OEM. When the GE product is a material sold in bulk, establish suitable stan-dards for determining the number of attach-ments to be supplied.


The Company organization supplying plates,tags, or labels must detail limitations in writing to avoid any confusion. The agreement must provide that the OEM or its distributors or dealerswill not use GE trademarks in advertising or promotion.

The Company organization selling the compo-nent product is responsible for taking action if its customers or customers’ resellers abuse privileges of use, or if misrepresentation occurs.

EquippedwithgMotor


Original Equipment Manufacturer (OEM) Customers and Their Dealers

Upon request, a manufacturer whose productsuse GE components, products, materials, or sub-assemblies may be authorized to attach a perma-nent information plate to the manufacturedproduct naming the GE product or materialsincluded. When the plates clarify informationsuch as warranty coverage or service channels,they are of benefit to GE.

When the OEM prepares the plate, the plateshould include only the Company name, not thetrademarks. All plates prepared by OEMS mustbe approved by the responsible Company component.

Equipped withGE Fractional-HP

Motor

Pack

agin

gThe packaging standards apply to all point-of-sale packaging for the GE brand of products,including those marketed under both the name“GE” and a secondary brand name.

For guidelines on packaging used to transportproducts, see document 230, Shipping Cases &Cartons.

These standards provide a plan for featuringgraphic signatures prominently and consistentlyin all point-of-sale packaging. They also help to

• simplify and clarify package information by stan-dardizing its presentation

• provide flexibility to accommodate varyingamounts and kinds of information

• rationalize and organize information by rankingit according to relative importance and present-ing each rank consistently

• modernize and streamline packages by - using

· a grid· rules and bars· a minimum number of type styles and sizes

- eliminating · unnecessary promotional devices· secondary product design marks

• unify all packaging applications so that eachdraws from and contributes to the strength ofthe GE identity

• reduce cost through the use of common designstandards

220

GE Identity Program

g

GE Identity Program 220, Packaging GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

PackagingContents

220.01

Guidelines 220.02

Information Matrix 220.06

Examples 220.10

Packaging outside the U.S.A. 220.90

OEM Packaging 220.91


220.02Packaging Guidelines

Because the nature, quantity, and relative impor-tance of information appearing on packagesvaries, the first step in designing a package is toidentify and prioritize the required information.

• Identify all information required on the package,including any of the following:

- communicative namesecondary word mark- generic product name- product number- product size, style, or color- quantity and/or weight of contents- product features- product use instructions- handling instructions- product warranty- bar code- promotional slogans- identification block with, for example, the

· communicative name (such as “GE Lighting”)· legal name (such as “General Electric Company”)· address

- place of manufacture, if required

• Prioritize information according to individualpackage requirements, using only two categories:

- critical information that requires emphasis andhigh visibility

- all other information

Place the critical information in either or both- the graphic signature- the featured position below the graphic signature

• Place only one of the following in the signature typography:

- communicative namesecondary word mark- generic product namesecondary word mark + generic product name- the slogan, “We bring good things to life.”

• Use any of the following as featured typography:- secondary word mark- generic product name- product number- product size, style, or color- any combination of the above- the slogan, “We bring good things to life.”

• Further emphasize signature typography and featured typography by using either or both

- large type- bold type (Univers 68)

Place all other information in a supporting position, separated from signature and featuredtypography.

• Use any of the following as supporting typography:- product number- product size, style, or color- any promotional slogan- quantity and/or weight of contents- product use instructions- handling instructions- product warranty- bar code- identification block

• Further deemphasize supporting typography by using either or both

- small type- light type (Univers 48)

continued

Supporting Typography


FeaturedTypography

gSignature Typography

FeaturedTypography

g


220.03Packaging Guidelines, continued

Use the compact signature at the top of eachprinted panel.

• Size the capital height (CH) of the signaturetypography to equal 1 ⁄4,

1 ⁄3,1 ⁄2, or 3 ⁄4 the diameter

(D) of the signature Monogram.

For more information on the compact signature, see document 131, Graphic Signatures,pages 13 and 14.

For guidelines on the use and specification ofsignature typography, see document 131, GraphicSignatures, pages 31 to 35.

• Other graphic signatures may be used:- primary signature- vertical signature- special signatures (only if required)

Use Univers 68 and Univers 48 for most typography.• Use Univers 68 for signature typography.

Note: When a graphic signature contains both a secondary word mark and a generic productname, use Univers 48 for the generic product name.

• Use Univers 68 and Univers 48 for featuredtypography and supporting typography.

• Use Univers 47 for warranties and instructions.• Do not use the ITC New Baskerville series

(except in consumer packaging, provided high-quality reproduction is used).

• Limit the number of type sizes on a package andselect ones that are distinctly different from eachother. Generally, use no more than three sizes.

For more information on the use and specifica-tion of the Univers series, see document 133,Typography, pages 02 and 03.

Use a layout with a clear left margin determinedby the position of the signature typography.

• Position signature typography to the right of thesignature Monogram, separated by a space equalto at least 1 ⁄4 the diameter of the signature Mono-gram. When space is extremely limited, signaturetypography may align with the right edge of thesignature Monogram.

• Align all featured typography, supporting typog-raphy, rules, and bars flush left with the signa-ture typography. Note: If necessary, illustrations,bar codes, and bands of color may appear in theleft margin.

• Use a generous left margin to prevent typogra-phy from appearing to be horizontally centeredin the panel.

Use rules outside the graphic signature to structure and emphasize featured and supportingtypography.

• Use rules either as- dividers between information- underlines to emphasize information• For all the rules on the package, use a weight

(thickness) that is either - the same as the Laser Line in the graphic signature - distinctly heavier (thicker) than the Laser Line• Use the space between the signature typography

and the Laser Line as the amount of spacebetween featured or supporting typography andrules that function as underlines.

Use bars to structure, differentiate, and emphasizefeatured and supporting typography.

• Size bars to be significantly heavier, or thicker,than rules with a height at least half the diameterof the Monogram.

• Begin bars flush at the left margin and bleed atthe right edge and either the top or bottom edgeof a panel. Generally, when using a bar at the topof a panel, keep the bottom of the bar above thetop of the signature Monogram.

continued



FeaturedTypography


e


e

xSupporting Typography



Use bands to contain and emphasize the graphicsignature and supporting typography, if desired.

• Connect bands around all panels and bleed atthe top edge of each panel.

• Use color in bands when color coding is required.

Use the Dynamic Monogram for graphic support,if desired.

• Use the three-quarter version of the DynamicMonogram, bleeding at the right and bottomedges of a panel. Do not wrap the remainder of the Dynamic Monogram around package edges.

• Extend the Dynamic Monogram into the leftmargin, if desired, but not beyond the right edgeof the signature Monogram.

• Reproduce the Dynamic Monogram in a subtlecolor of low contrast to the background. Whenthe number of colors is limited, use one of thelinear versions of the Dynamic Monogram in GE Logo Font to achieve this subtle effect.

Featured and supporting typography and rulesmay overlap the Dynamic Monogram if the infor-mation remains legible. Note: Do not overlap theDynamic Monogram with a heavy (thick) bar.

For more information on the three-quarterDynamic Monogram, see document 134, DynamicMonogram, page 03. GE Logo Font is availablefrom the GE Identity Website or Hotline.

Use product illustrations or photographs forgraphic support in place of the Dynamic Mono-gram, if desired. Do not combine the DynamicMonogram with an illustration or photograph on the same package panel.

Use color correctly.• In graphic signatures, use the corporate colors or

black whenever possible.• In the circular version of the linear Dynamic Mono-

gram, use black or Platinum Grey.• In the bar version of the linear Dynamic Monogram,

use the corporate colors or any appropriatecolor, including those from the GE color palettes. Caution: When Laser Red is used on white orgrey backgrounds, the result may appear pink.

• In other elements, including featured and support-ing typography, rules, bars, bands, and back-grounds, repeat colors used in the graphicsignature or use any appropriate color, includingthose from the GE color palettes.

For guidelines on color, see document 132, Color.

GE color samples are available from the GE Identity Website or Hotline.

Unify all sides of a package by consistentlyrepeating elements.

• Use a graphic signature on each printed panelwith the same size of signature Monogram andthe same thickness of Laser Line. Horizontallyalign the signatures.

• Use the same size of signature typography,aligned horizontally, in each graphic signaturewhenever possible. Narrow side panels mayrequire smaller signature typography than frontand back panels.

• Repeat featured typography and supportingtypography as necessary and, if possible, use thesame size and placement on each panel.

- Use rules, bars, and bands of consistent thicknesses.- Use the fewest number of type sizes required to

differentiate the information.

continued


FeaturedTypography

Featured

Typography



Featured Typography





Sources of Reproduction Materials

GE Logo Font, a custom font that contains,instead of the the alphabet, all versions of thesignature and Dynamic Monograms, is availableto all GE employees and their suppliers from theGE Identity Website or Hotline.


e

e e

e e

eee

220.06Packaging Information Matrix

The content of signaturetypography and featuredtypography may vary, depend-ing on the requirements ofeach package.

The examples shown in theinformation matrix demon-strate a typical range of possi-bilities for the content ofthese information categories.


FeaturedTypography

GE Appliances

Portable RoomAir Conditioner

GE Appliances

Carry-CoolPortable RoomAir Conditioner




Carry-CoolPortable RoomAir Conditioner

GE Appliances

Carry-CoolPortable Room AirConditioner #NTP05LS


Carry-Cool20 inch Portable Room Air Conditioner

GE Appliances

We bring goodthings to life.

Featured Typography

generic product name

secondaryword mark+ genericproduct name

productnumber,size, or color

the Companyslogan


communicative name Company slogan

continued


e

ee e

e e

e

220.07Packaging Information Matrix,continued

Carry-Cool


Carry-Cool

WhitePortable RoomAir Conditioner Model NTP05LS

Carry-Cool Portable Room Air Conditioner

20”White NTP05LS

Carry-Cool Portable Room Air Conditioner



Carry-Cool


secondary word mark generic product namesecondary wordmark+ generic product name





the Companyslogan


Featured Typography


Bars may contain supporting typography to differentiate this typography from signaturetypography and featured typography.

Supporting typography may be structured withflush left and flush right placement within bars andfurther differentiated with the use of color.

220.10Packaging Examples

This example demonstrates the use of a genericproduct name in the graphic signature and the useof bars to structure, differentiate, and emphasizeinformation.

The generic product name may be used in thegraphic signature when it is the most importantinformation on a package.

Caution: Store in a cool, dry place. Avoid direct sunlight. 3-8710


Ribbon CartridgeBlack Replacement Ribbon for 3-8100 Printer

OpenHere

Gg

e TR-1

Made in Japan


Bands contain and emphasize the graphic signatureand may be used to color code a line of products.

Promotional slogans may be differentiated fromother supporting typography by placing them inbars at the top and bottom of a package panel, setin all capital letters and letterspaced, if desired.

To unify all sides of a package, all elements shouldbe repeated in the same size whenever possible. Inthe example below, the featured typography fits on the side panel in a smaller size than on thefront panel, but all other elements are repeated inthe same size.

To unify all packages within a product line, all similar elements should be repeated in the same size, and both Platinum Grey and the secondcolor should be used consistently.


Bands may be used to colorcode packaging for a line ofproducts. The corporate col-ors, Platinum Grey and LaserRed, or colors from the GEcolor palettes may be used.

280 ClearHousehold Glue & Seal

Silicone II Sealante

A D V A N C E D T E C H N O L O G Y 50 YEAR SEALANT

The Home Pro Line

48 only 2.8 fl. oz. tubes Gross weight 14.3 lbs.

283 BlackGlue, Seal & Gasket



The Home Pro Line


281 WhiteBathroom Tub & Tile Sealant



The Home Pro Line



The three-quarter version of the Dynamic Mono-gram may be used for graphic support, reproducedin a subtle color of low contrast to the background.

Featured typography may be placed vertically onnarrow side panels to maintain a large size andhigh visibility. To unify all sides of a package, rulesare aligned and appear in the same color.

Featured typography and supporting typographymay overprint the Dynamic Monogram if the infor-mation remains legible and the Dynamic Mono-gram is not obscured. In this example, only thesupporting typography overprints to avoid obscuringthe Dynamic Monogram.

To enhance legibility, longproduct use instructions areplaced in a layout with aclear left margin wheneverpossible.


gNoryl Thermoplastic Resin

Material Drying Guidelines Drying is recommended if optimumappearance and freedom from moisture is of major importance. Ifappearance is not a requirement, many parts can be easily moldedwithout pre-drying the resin, since only minor changes in physicalproperties are encountered with molding undried Noryl resins.• When using air circulating ovens, Noryl resins should be dried inshallow trays 1” to 11/ 2” deep. Also, excellent results can beobtained with hopper dryers. Hoppers should be large enough to insure minimum of two hours residence time for the resin.• Experience has shown that 99% of all surface moisture is removed after the first 2 hours of pre-drying, using these procedures. Nofurther decrease in the moisture level is observed after 4 hours.

Caution Over drying of Noryl resins can result in loss of physicalproperties and create appearance defects. Drying times should notexceed 6 hours. For specific times and temperatures, consult Norylresin Processing guide CDX-80, your field technical service repre-sentative, or the GE Plastics Sales Service Center at 800 437-5278.

PGB Quality Policy At GE Plastics, each of us will provide our customers and co-workers with products and services that conformto mutually agreed upon requirements. We will establish a processfor continual improvement with a goal of doing it right the first time.

Caution! Irritant-Molding Fumes Fumes evolved during thermalprocessing of resin may irritate the eyes, skin, or respiratory tract.Use local exhaust ventilation above processing equipment. Avoidinhalation or skin or eye contact with processing fumes. Washthoroughly if exposed to processing fumes.

FOR INDUSTRIAL USE ONLY See Material Safety Data Publications (MSDP) for information.

GE Plastics General Electric Company Selkirk, New York


When desired, product illustrations may be usedfor graphic support. Illustrations may enter the left margin of a package panel and, if needed, mayoverlap or be overlapped by typography, rules,bands, and bars.



Product photography may also be used for graphicsupport. Photographs may enter the left marginand may be overlapped by typography, but theyshould not be combined on a package panel with a product illustration or a Dynamic Monogram.




The circular version of the linear Dynamic Mono-gram may be used for graphic support when thenumber of colors printed on a package is limited.This version is recommended for use on squareand vertically oriented package panels.

The examples on this page cannot be shown large enoughfor the fine horizontal lines of the linear Dynamic Monogramto be distinct.

On computer monitors and in laser prints, the lines appear as a solid color.


When desired, the bar version of the linearDynamic Monogram may be used for graphic sup-port. Recommended for square and horizontallyoriented packages, it should bleed at the right andbottom edges of a package panel and be croppedat the left to align with signature typography.


To create lighterletters/curlicues on a dark-colored package, the barversion of the linearDynamic Monogram may bereproduced in the same darkbackground color (in thisexample, black) against aLaser Red bar.

When Laser Red is used inthe linear versions of theDynamic Monogram againstwhite or grey backgrounds,the color may appear pink.



bRangr Mobile Radio

gb

Rangr Mobile Radiog


Packages containing products made or sold by affiliates or other trademark licensees outside theU.S.A. or made by U.S. components for export salesshould display the standard trademark protectionnotice Form 2.

If the packaging material or the available spacemakes using Form 2 difficult, one appearance of the trademark may be qualified with Form 1.

These standard trademark protection notices are shown in document 121, Primary Trademarks & Service Marks, page 06.

220.90Packaging outside the U.S.A.


220.91OEM Packaging

Original Equipment Manufacturer (OEM) Customers & Their Dealers

OEM customers may not be authorized to use thecorporate trademarks on product packaging. Refer-ences on customers’ packages to the products sup-plied by GE should be confined to nonprominentuse of the name “GE” in a factual statement, such as“Equipped with GE motor.”

Ship

ping

Cas

es&

Car

tons

The shipping cases and cartons standards applyto all packaging used to transport the GE brandof products, including those marketed underboth the name “GE” and a secondary brand name.

For guidelines on point-of-sale packaging, seedocument 220, Packaging.

These standards provide a plan for featuringgraphic signatures prominently and consistently inall shipping cases and cartons. They also help to

• simplify and clarify information on shipping casesand cartons by standardizing its presentation

• provide flexibility to accommodate varyingamounts and kinds of information

• rationalize and organize information by rankingit according to relative importance and present-ing each rank consistently

• modernize and streamline shipping cases andcartons by

- using· a grid· rules and bars· a minimum number of type styles and sizes

- eliminating· unnecessary promotional devices· secondary product design marks

• unify shipping cases and cartons so that eachdraws from and contributes to the strength ofthe GE identity


230

GE Identity Program

g

GE Identity Program 230, Shipping Cases & Cartons GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Shipping Cases & CartonsContents

230.01

Guidelines 230.02

Information Matrix 230.06

Examples 230.10

Shipping Cases & Cartons 230.90outside the U.S.A.

OEM Shipping Cases & Cartons 230.91


230.02Shipping Cases & CartonsGuidelines

Because the nature, quantity, and relative impor-tance of information appearing on shippingcases and cartons varies, the first step in design-ing such a package is to identify and prioritizethe required information.

• Identify all information required on the package,including any of the following:

- communicative namesecondary word mark- generic product name- product number- product size, style, or color- quantity and/or weight of contents- product features- product use instructions- handling instructions- product warranty- bar code- promotional slogans- identification block with, for example, the

· communicative name (such as “GE Lighting”)· legal name (such as “General Electric Company”)· address

- place of manufacture, if required

• Prioritize information according to individualcase or carton requirements, using only two categories:

- critical information that requires emphasis andhigh visibility

- all other information

Place the critical information in either or both- the graphic signature- the featured position below the graphic signature

• Place only one of the following in the signature typography:

- communicative namesecondary word mark- generic product namesecondary word mark + generic product name- the slogan, “We bring good things to life.”

• Use any of the following as featured typography:- secondary word mark- generic product name- product number- product size, style, or color- any combination of the above- the slogan, “We bring good things to life.”

• Further emphasize signature typography and featured typography by using either or both

- large type- bold type (Univers 68)

Place all other information in a supporting position, separated from signature and featuredtypography.

• Use any of the following as supporting typography:- product number- product size, style, or color- any promotional slogan- quantity and/or weight of contents- product use instructions- handling instructions- product warranty- bar code- identification block

• Further deemphasize supporting typography by using either or both

- small type- light type (Univers 48)

continued



FeaturedTypography


FeaturedTypography

g


e

230.03Shipping Cases & CartonsGuidelines, continued

Use the compact signature at the top of eachprinted panel.

• Size the capital height (CH) of the signaturetypography to equal 1 ⁄4,

1 ⁄3,1 ⁄2, or 3 ⁄4 the diameter

(D) of the signature Monogram.

For more information on the compact signature, see document 131, Graphic Signatures,pages 13 and 14.

For guidelines on the use and specification ofsignature typography, see document 131, GraphicSignatures, pages 31 to 35.

• Other graphic signatures may be used:- primary signature- vertical signature- special signatures (only if required)

Use Univers 68 and Univers 48 for most typography.• Use Univers 68 for signature typography.

Note: When a graphic signature contains both a secondary word mark and a generic productname, use Univers 48 for the generic product name.

• Use Univers 68 and Univers 48 for featuredtypography and supporting typography.

• Use Univers 47 for warranties and instructions.• Do not use the ITC New Baskerville series

(except in consumer shipping cases and cartons,provided high-quality reproduction is used).

• Limit the number of type sizes on a case or car-ton and select ones that are distinctly differentfrom each other. Generally, use no more thanthree sizes.

For more information on the use and specifica-tion of the Univers series, see document 133,Typography, pages 02 and 03.

Use a layout with a clear left margin determinedby the position of the signature typography.

• Position signature typography to the right of thesignature Monogram, separated by a space equalto at least 1 ⁄4 the diameter of the signature Mono-gram. When space is extremely limited, signaturetypography may align with the right edge of thesignature Monogram.

• Align all featured typography, supporting typog-raphy, rules, and bars flush left with the signa-ture typography. Note: If necessary, illustrations,bar codes, and bands of color may appear in theleft margin.

• Use a generous left margin to prevent typogra-phy from appearing to be horizontally centeredin the panel.

Use rules outside the graphic signature to structure and emphasize featured and supportingtypography.

• Use rules either as- dividers between information- underlines to emphasize information• For all rules on the case or carton, use a weight

(thickness) that is either - the same as the Laser Line in the graphic signature - distinctly heavier (thicker) than the Laser Line• Use the space between the signature typography

and the Laser Line as the amount of spacebetween featured or supporting typography andrules that function as underlines.

Use bars to structure, differentiate, and emphasizefeatured and supporting typography.

• Size bars to be significantly heavier, or thicker,than rules—at least half the diameter of theMonogram in depth.

• Begin bars flush at the left margin and bleed atthe right edge and either the top or bottom edgeof a panel. Generally, when a bar is used at thetop of a panel, keep the bottom of the bar abovethe top of the signature Monogram.

continued



FeaturedTypography



x

e


Use bands to contain and emphasize the graphicsignature and supporting typography, if desired.

• Connect bands around all panels and bleed atthe top edge of each panel.

• Use color in bands when color coding is required.

Use the linear version of the Dynamic Monogramfor graphic support, if desired, as shown onpages 11 to 13.

• Use either- the circular version, which may extend into the

left margin but not beyond the right edge of the signature Monogram

- the bar version, which is aligned with the begin-ning of the signature typography

• Bleed either version at the right and bottomedges of a panel. Do not wrap the remainder of the Dynamic Monogram around panel edges.

• Featured and supporting typography and rulesmay overlap the Dynamic Monogram if the infor-mation remains legible. To help maintain thelegibility of overlapping typography, use a secondcolor in the Dynamic Monogram. Note: Do notoverlap the Dynamic Monogram with a heavy(thick) bar.

The linear Dynamic Monograms are provided in GE Logo Font, available from the GE IdentityWebsite or Hotline.

Use product illustrations for graphic support inplace of the Dynamic Monogram, if desired. Do not combine the Dynamic Monogram withan illustration on the same panel.

Use color correctly.• In graphic signatures, use the corporate colors or

black whenever possible. Note: Do not use Platinum Grey on kraft-colored stock because itprovides insufficient contrast.

• In either version of the linear Dynamic Monogram, useblack or a dark color against kraft-colored stock.

• In other elements, including featured and support-ing typography, rules, bars, bands, and back-grounds, repeat colors used in the graphicsignature or use any appropriate color, includingthose from the GE color palettes, that providessufficient contrast to the background.


GE color samples are available from the GE Identity Website or Hotline.

Unify all sides of a shipping case or cartonby consistently repeating elements.

• Use a graphic signature on each printed panelwith the same size of signature Monogram andthe same thickness of Laser Line. Horizontallyalign the signatures.

• Use the same size of signature typography,aligned horizontally, in each graphic signaturewhenever possible. Narrow side panels mayrequire smaller signature typography than frontand back panels.

• Repeat featured typography and supportingtypography as necessary and, if possible, use thesame size and placement on each panel.

- Use rules, bars, and bands of consistent thicknesses.- Use the fewest number of type sizes required to differ-

entiate the information.

continued




FeaturedTypography

Featured

Typography



Featured Typography








e

ee

e e

eee

230.06Shipping Cases & CartonsInformation Matrix

The content of signaturetypography and featuredtypography may vary, depend-ing on the requirements ofeach shipping case or carton.

The examples shown in theinformation matrix demon-strate a typical range of possi-bilities for the content ofthese information categories.


FeaturedTypography

GE Silicones

GE Silicones



SiliconeSealant

SiliconeSealant

GE Silicones

Gesil N2600 Silicone Sealant


Gesil NSilicone Sealant10.3 fl. oz. cartridges

Gesil NSilicone Sealant

Gesil NSilicone Sealant

GE Silicones


Featured Typography


secondaryword mark+ genericproduct name


the Companyslogan


communicative name the Company slogan

continued


e e e

eee

e

230.07Shipping Cases & CartonsInformation Matrix, continued

Gesil N

SiliconeSealant

Gesil N

WhiteSilicone Sealant 2600

Gesil N Silicone Sealant

SiliconeSealant

2600 White

Gesil N Silicone Sealant



Gesil N


secondary word mark generic product namesecondary wordmark+ generic product name

SiliconeSealant



the Companyslogan

Featured Typography



These examples demonstrate the use of rules, bars,and bands to structure, differentiate, and empha-size information.

Rules may be used as underlines to emphasize featured typography and as dividers to structuresupporting typography.

Bars may be added to help emphasize supportingtypography and differentiate it from featuredtypography.

Bands contain and emphasize the graphic signa-ture. When color coding is required on a one-colorpackage, the graphic signature is reversed out ofthe band, allowing the kraft carton color to showthrough.

Featured typography may be emphasized with largeand/or bold (Univers 68) type.

Promotional slogans may be differentiated fromother supporting typography by being reversed outof a bar, set in all capital letters, or letterspaced.

230.10Shipping Cases & Cartons Examples

To enhance legibility, longproduct use instructions areplaced in a layout with aclear left margin wheneverpossible.

Clean UpSectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat. Utwisi enim ad veniam, quis nostrudexerci tatio ullamcorper suscipit lobortisnisl ut aliquip ex ea commod. Autem vel eum iriure dolor in he dreritin vulputate velit esse mol estie conse

EquipmentSectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat

PreparationVolutpat ut wisi enim ad. Veniam, quisnostrud exerci tatio ullamcorper suscipitlobortis nisl ut aliquip ex ea commod.

Autem vel eum iriure dolor in he dreritin vulputate velit esse mol estie conse-quat, vel illum dolore eu

Feugiat nulla facilisis at vero er os etaccumsan et iusto odio dig nissim quiblandit praesent lupta tum zzril delenitaugue duis dolo re te feugait

Nulla facilisi. Lorem ipsum dolor sitamet cosectetuer.

ApplicationSectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreet

Dolore magna aliqua m erat volutpat. Utwisi enim ad veniam, quis nostrudexerci tatio ullamcorper suscipit lobortis

Nisl ut aliquip ex ea commod.

Storage and Shelf LifeSectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat. Utwisi enim ad veniam, quis nostrud

LimitationsExerci tatio ullamcorper suscipit lobortisnisl ut aliquip ex ea commod. Autem vel eum iriure dolor in he dreritin vulputate velit esse mol estie conse-quat, vel illum dolore eu feugiat nulla

Estimating Sealant and Primer RequirementsSectetuer adipiscing elit, sed dia nonummy nibh euismod incid uut laoreet doloremagna aliqua m erat volutpat. Ut wisi enim ad veniam, quis nostrud delenit augue duisdolo re te feugait nulla facilisi. Lorem ipsum dolor sit amet cosectetuer.

WidthDepth 12 13 58 14 34 1

exerci tatio ullamcorpersuscipit lo bo rt is nis utaliqu ea co mm od ut emvel eum iri ur e do lo r

in he drerit in vulputate velit esse mol estieconseq ua ve il um do lore eu fe ug ia tn ul lafacilisis at ve ro er os et acCumsan et iusto odio dig nissim qui blandit praesent lupta.quat, vel illum dolore eu feu-giat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit

eGesil N 2600 Silicone Sealant


Either of two versions of the linear Dynamic Mono-gram may be used for graphic support: the circularversion, shown on this page, or the bar version,shown on page 12.

The circular version is recommended for squareand vertically oriented shipping cases and cartons.The circular version bleeds at the right and bottomedges of a panel and may enter the left margin, butit may not extend beyond the right edge of the signature Monogram.

230.11Shipping Cases & CartonsExamples




The bar version of the linear Dynamic Monogramaligns with signature typography.

Featured typography and supporting typographymay overlap the Dynamic Monogram if the infor-mation remains legible and the Monogram is notobscured. To help maintain legibility of typographythat overlaps the Dynamic Monogram, a secondcolor is recommended.





A contents checklist on the side panel of a shippingcase or carton may be separated and differentiatedfrom other typography by rules or bars.

An open circle, which is visually compatible withthe Monogram, may be used as the check markarea. Usually, all typography aligns flush left, and theopen circles are positioned within the left margin.


230.90Shipping Cases & Cartons outside the U.S.A.


Shipping cases and cartons containing productsmade or sold by affiliates or other trademarklicensees outside the U.S.A. or made by U.S. compo-nents for export sales should display the standardtrademark protection notice Form 2.

If the packaging material or the space availablemakes using Form 2 difficult, one appearance ofthe trademark may be qualified with Form 1.

These standard trademark protection notices are shown in document 121, Primary Trademarks & Service marks, page 06.



OEM customers may not be authorized to use thecorporate trademarks on shipping cases and car-tons. References on customers’ packages to theproducts supplied by GE should be confined tononprominent use of the name “GE” in a factualstatement, such as “Equipped with GE motor.”

230.91OEM Shipping Cases & Cartons

Mar

ketin

gC

omm

unica

tions

Advertising 241

Recruitment Advertising 242

Promotional Brochures 243

Product Literature 244

Promotional Materials 245

Exhibits 247

Presentation Materials 248

240

GE Identity Program

Gg

Adve

rtisi

ng These standards apply to the advertising of• the Company and itscomponents- subcomponents- licensed affiliates• the GE brand of products and services

The advertising standards provide a plan for featuring graphic signatures prominently and consistently in all advertising media. In addition,they help to

• unify the advertising of all GE components andlicensed affiliates so that each draws from andcontributes to the strength of the GE identity

• streamline and modernize the look of advertisingby standardizing signature use and eliminatingunnecessary or outdated graphic support elements

• create synergy in advertising through consistentuse of typography

• communicate specific attributes of high technol-ogy, dynamism, innovation, and professionalism

• provide flexibility to accommodate differentkinds of information and communication needs

The results of research that tested the GE

Identity Program advertising standards in typical consumer advertisements suggest that the objectives for which the standards were createdhave been achieved. Specifically, in comparison toconsumers who viewed advertisements preparedwithout the standards, consumers who viewedprint advertisements created according to theadvertising standards had the followingresponses:

• They more often noted the Monogram with the theme line, “We bring good things to life.”

• They had a more positive impression of the Company, considering GE to be

- professional - a high-technology company - innovative and forward thinking- known for research and development- a source of safe products and services

• They felt the advertisements had greater aesthetic appeal and were more attractive, colorful, and eye catching.

gGE Identity Program

241

GE Identity Program 241, Advertising GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

AdvertisingContents

241.01

Print AdvertisingGuidelines 241.02World Wide Web Site References 241.05Examples 241.10

Outdoor Advertising 241.50

Broadcast Advertising 241.60

Yellow Pages AdvertisingGuidelines 241.70Examples 241.71

White Pages Listings 241.80

Advertising outside the U.S.A. 241.90


241.241.02Print Advertising Guidelines

1. Use a graphic signature in all advertising according to the following standards:

• Use any of the basic signature arrangements:

- Primary signature. Because the primary signa-ture is preferred in all program applications, itsuse in advertising helps relate this medium toothers such as sales promotion materials, prod-uct literature, and packaging. However, wherespace is limited, the other graphic signaturesmay be used. For primary signature constructiondrawings and guidelines, see document 131,Graphic Signatures, pages 11 and 12.

- Compact signature. The compact signature isidentical to the primary signature except that thesignature elements may be positioned closer toeach other. For compact signature constructiondrawings and guidelines, see document 131,Graphic Signatures, pages 13 and 14.

- Vertical signature. This signature may be usedwhen the advertising format is narrow or when vertical emphasis is desired. The signature typog-raphy is aligned flush left with the signatureMonogram; do not center the signature Mono-gram above the signature typography. For vertical signature construction drawings and guidelines, see document 131, Graphic Signatures, pages 15 and 16.

The advertising stan-dards consist of threebasic guidelines:

• Use all three elements of the graphic signature—the signature Monogram, signature typography,and the Laser Line. Do not delete any element.

• Bleed the Laser Line left off the advertising format.When this is not possible, begin the Laser Line

- at the left margin - flush left with the left column of copy - flush with the left edge of the signature Monogram

• Keep the clear space within and surrounding the signature free from typography, photographs, illustrations, conflicting patterns, or the trim edge of the advertisement. In particular, do not allow textto appear directly to the right of the signatureMonogram. For more information on the mini-mum clear space required around each signa-ture, see document 131, Graphic Signatures.

• Reproduce graphic signatures in correct colors,according to the guidelines in document 132,Color.

continued


241.03Print Advertising Guidelines, continued

• Limit the content of the graphic signature (the message contained in the signature typography)to the following:

In commercial and industrial advertising, use

- the communicative name of the component or affiliate + the Company slogan

- the Company slogan

In corporate, consumer, and consumer trade advertising, use

- the Company slogan

- the name of the product or service + the Company slogan


GE RewardsWe bring good things to life.

g

g



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241.04Print Advertising Guidelines,continued

2. Use the structure of the advertisement to placethe graphic signature in an asymmetrical layout.Asymmetry is a fundamental layout concept usedin all GE Identity Program applications.

• Place only the signature at the top or bottom of the format.

• Align the signature Monogram and signature typography with strong verticals in the advertise-ment, such as grid columns, copy blocks, or elements within a photograph or illustration.

• Balance the size and position of the signature withother layout elements in the advertising format.

• Do not center the entire signature or the Monogram in the advertising format.

• For emphasis, outdent the signature typographyto extend right beyond an alignment point witha strong vertical, if desired.

• When space is sufficient, separate the signatureMonogram from the signature typography withample clear space, as desired.

3. Use ITC New Baskerville in all headlines and text.

• In headlines, use centered or flush left, raggedright settings, as desired.

• In text, use flush left, ragged right settings.

For more information on the ITC New Baskervilleseries, see document 133, Typography, page 04.



Print AdvertisingWorld Wide Web Site References

241.05

When using a reference to the Company’s WorldWide Web sites (a universal resource locator, orURL) in print advertising, follow these guidelines:

• Use an address pertinent to the target audience. - The GE home page address, http://www.ge.com,

or the short form, www.ge.com, is recommendedfor all components, subcomponents, andlicensed affiliates, but a more specific or differ-ent address may be used: for example,· an aircraft engines advertisement might use“www.ge.com/aircraftengines” · a Monogram appliances advertisement might use“www.monogram.com”

- Using “http://” at the beginning of the addressavoids confusion but is not necessary.

• When using a reference in text, typeset theaddress in the same size and style as the surrounding text.

• When using a reference with the graphic signature signoff,

- typeset the address in Univers 68 or 48, equal insize to the signature typography (if two sizes areused, the smaller of the two sizes is acceptable);for emphasis, use Univers 68

- place the address below the Laser Line, alignedwith either the· left edge of the signature Monogram· beginning of the signature typographyas shown in the examples at the left and below



g

and after the sale through the most extensive network of factory authorized service professionals, the industry’slargest warehousing and distribution network and GE Answer Center®. Installing a full complement ofquality appliances from GE in your kitchens can helpgive you the competitive edge you need.

For more information on Monogram appliances,contact Jack Dever at 201 585-6040.

www.monogram.com

GE CapitalTest Equipment Management ServicesWe bring good things to life.

g

1-800-GE-RENTS and ask for a Customer Service Representative. If we cannot makeit right, your rental will be free.

When you need a solution to a testequipment problem, let us spell it out foryou. Call 1-800-GE-RENTS.

www.ge.com

GE InvestmentsWe bring good things to life.

g

equities, fixed income, private place-

ments and real estate. We can also

share best practices and provide valu-

able business insight based on first-

hand experience – which translates

into solid service and support that

you, your management and your

employees can depend on.

http://www.ge.coman at 203 326-4199choices in investment managers.


Graphic signatures arealigned with strong verticals to relate thesignature to the struc-ture of the advertise-ment. In this example,the signature Mono-gram is aligned flushleft with the copy col-umn, and the signaturetypography is alignedflush right with thesame column.

241.10Print Advertising Examples

To give the signaturegreater prominence,more than the minimumclear space required ina compact signature ismaintained betweenand surrounding thesignature elements.

For information on theminimum clear spacein graphic signatures,see document 131,Graphic Signatures, pages11 to 18.

Why wetake

At GE, we’re perfectionists about diagnostic imaging equipment. Andthere are some very important reasonswhy.

Your patients.

Our MR, CT, x-ray, ultrasound andnuclear systems meet your higheststandards. The image quality andclinical flexibility you need forconfident diagnoses—day after day,patient after patient.

GE systems keep pace with clinicaladvances. We work closely withhundreds of clinical investigators andmeet regularly with physicians on sixadvisory boards to translate your needsinto improved hardware and software.

Out of thissynergism has comesuch breakthroughsas xenon blood flowmapping in CT. Andpulsed progressivefluoro imaging whichcan reduce radiationdosage by 15-20% for pediatricprocedures and angioplasty.

For 92 years the medical communityhas depended on GE imaging systems.But that’s not surprising, consideringwho’s depending on you.

g

technologysoseriously

GE Medical SystemsWe bring good things to life.

241.


To align the graphic signature with a strongvertical in this example,the signature Mono-gram is aligned flushleft with the right copycolumn and the integrated illustration.

This consumer advertisement uses a compact signature containing the sloganrequired in consumeradvertising, “We bringgood things to life.”


e

Get your money’s worth.Or your money back.

What could be better than getting oneof the best appliances money can buy?

And if something should happen to gowrong, what could be better than gettingyour money back?

That’s why we’re offering SatisfactionGuaranteed in addition to our warranties.

Satisfaction Guaranteed lets you livewith our major appliances*for ninety days.And if you’re not absolutely satisfied, we’llreplace them. Or refund your money.

We’re also the only major appliancemaker with this guarantee. We also offerfactory-trained service professionals andthe Quick Fix® System for do-it-yourselfers.And our 24-hour GE Answer Center® ser-vice. (You could call us at 800 626-2000about Satisfaction Guaranteed right now.)

Of course, you may never need to useour Satisfaction Guarantee.

But isn’t it satisfying to know it’s thereif you need it?


SATISFACTIONGUARANTEED

90-DAY REFUND OREXCHANGE OPTIONDIRECT FROM GE ON MAJOR APPLIANCES

GE Appliances

*Applies to new refrigerators, freezers, dishwashers, compactors, washers, dryers,microwave ovens, and cooking products purchased from an authorized GE retail dealer.

e

241.


To align the graphic signature with a strongvertical element in thisadvertisement, the signature Monogram ispositioned flush leftwith a strong verticalelement in the photo-graph. As shown in thisexample, the graphicsignature may be iso-lated at the top of theformat away from othercopy as an endorse-ment to an editorial-style advertisement.


An effective methodfor incorporating agraphic signature intoan advertisement is toplace it in an even, un-patterned or subduedarea of a photograph orillustration. As shown in this example, thismethod lends a dra-matic emphasis to thesignature.

eIntroducingCTPace

Readywhen you are

he new CT Pace™ system fromGE meets the productivity

demands of today’s fast-pacedradiology departments.

CT Pace is the first CT systemcapable of simultaneous scanning,reconstruction, image display,and analysis.

Accelerated productivity

With the revolutionary Parallex™

computer architecture, reconstruc-tion proceeds uninterrupted as youperform up to eight scans per min-ute—twelve in a dynamic mode.

Innovative parallel processingdelivers unprecedented systemresponse—as soon as you give acommand, CT Pace is ready to perform. The result—freedom towork at your own pace.

2 sec, 10 mm abdominal scan demonstratesthe gallbladder and cystic duct, the spleenand associated vasculature and the superiorpole of the right kidney.

Exceptional images

With its new Paraview™dataacquisition system, CT Pace pro-duces the clear, detailed imagesyou expect from GE. Utilizing 825detectors, 1080 views and a 5122

reconstruction matrix results inexcellent images, routinely ac-quired in two to three seconds.

Secure Investment

In today’s competitive environ-ment, true economy goes beyondan affordable price State-of-the-art engineering makes CT Paceextremely reliable. Compact size,light weight, and low power re-quirements keep site preparationcosts and installation time to aminimum. And CT Pace is backedby our highly trained service andsupport team.

Hydraulic table lowers smoothly to just 38 cmfrom the floor.

Find out more about the newpacesetter in computed tomogra-phy. Call GE Medical Systems.

800 624-5692

T

GE Medical SystemsWe bring good things to life.


Graphic signaturesshould be sized and positioned to balance other layout elements.

In this example, a com-pact signature, reversedin white, balances thecopy and photographof the airplane, also inwhite.

Graphic signaturesshould be reproducedon even, unpatternedor subdued back-grounds. In cases wherethe graphic signaturemust appear against apatterned background,the background should be subdued tominimize distractingdetail, as shown in thisexample.

When a promotionalslogan such as“Promises Count” isdesirable, it may beused as the last line ofrunning text, typeset inITC New Baskerville.


Nothing elsequite like it.

Kenya Airways was the thirdairline to put the new GE CF6-80C2engine into service aboard newwidebody aircraft.

Since then, the engine hasearned a reputation for meeting orbeating its every promise and, ineffect, setting a new record forreliability.

During its first year of opera-tion at Kenya airways, the -80C2experienced not a single engine-caused flight cancellation. Anddespite utilization of over 12 hoursa day, and hot, tropical temper-atures, the engine has maintained anon-time departure record at an extraordinary 99.9%.

No wonder some 30 airlines have selected the CF6-80C2 as thepreferred engine for their newwidebody aircraft. So far.

Promises Count.Wild animals still roam free on the African plainsnot far from Nairobi, where Kenya Airways makesits headquarters.

eGE Aircraft EnginesWe bring good things to life.


Graphic signatures may be positioned atthe top or bottom of an advertisement.In the same advertise-ments on page 15, thegraphic signatures areplaced at the top of theformat.

Generally, the elementsof a graphic signatureare aligned with strong verticals in an advertisement.


In these examples, thesignature Monogramand signature typogra-phy are aligned withthe copy blocks.

Note: The signatureMonogram should notbe centered in a format.As shown in the exam-ple at the left, the entiregraphic signature maybe centered to alignwith a single centeredcopy block.

F 1 1 0

PROVENPOWER

e

T 7 0 0

In the most demanding conditions, the T700 hasproven itself again and again. This T700 combustoris ready for more action after already having logged6,500 hours without repairs in tough North Seaduty. Such operating experience is 5-10 timeslonger than previous combustor designs. GE ’sadvanced technology —setting new standards ofexcellence.

e

6500 HOURS.


The performance and future of the F404 knows no bounds. In fact,the world standards for fighter/attack engine reliability maintain-ability and operability are being setby F404s. Proven in the F-18s offour nations at 16,000 pounds ofafterburning power...and in 18,000pound thrust and non-afterburningderivatives developed for advancedfighter/attack aircraft. And a moreadvanced 20,000 pound core enginehas already been tested foradvanced F404 missions into the21st century. F404s...setting newstandards of excellence, now andfar into the future.


In the most demanding conditions, theT700 has proven itself again and again. ThisT700 combustor is ready for more action afteralready having logged 6,500 hours without re-pairs in tough North Sea duty. Such operatingexperience is 5-10 times longer than previouscombustor designs. With over 3,400 enginesshipped and over 1.4 million flight hours, theT700 is demonstrating new levels of reliabilityand maintainability. GE ’s advanced technol-ogy —setting new standards of excellence.


Graphic signatures may be positioned atthe top or bottom of an advertisement.In the same advertise-ments on page 14, thegraphic signatures areplaced at the bottom ofthe format.

Whenever possible, the Laser Line bleedsleft off the format. To accentuate the sig-nature, the Laser Linemay bleed across thegutter and off the leftpage of a spread.


T 7 0 0

e

F 1 1 0

The performance and future of the F404knows no bounds. In fact, the world stand-ards for fighter/attack engine reliability main-tainability and operability are being set byF404s. Proven in the F-18s of four nations at16,000 pounds of afterburning power...andin 18,000 pound thrust and non-afterburningderivatives developed for advanced fighter/attack aircraft. And a more advanced 20,000pound core engine has already been testedfor advanced F404 missions into the 21stcentury. F404s...setting new standards ofexcellence, now and far into the future.

PROVENPOWER

e



In the most demanding conditions, the T700 hasproven itself again and again. This T700 combustoris ready for more action after already having logged6,500 hours without repairs in tough North Seaduty. Such operating experience is 5-10 timeslonger than previous combustor designs. GE ’sadvanced technology —setting new standards ofexcellence.

6500 HOURS.


When the advertisingformat is narrow orwhen a vertical emphasis is desired, the vertical signaturearrangement may beused. In this example,the signature Mono-gram and signaturetypography are alignedflush left with the paragraph indent inthe far right column ofcopy, creating a strongasymmetrical sign-off toemphasize the signature.Whenever possible, theLaser Line is bled leftoff the format.















g



In this example, thephotographic elementsappear to cross theLaser Line, creating adramatic interrelation-ship between thegraphic signature andthe graphic support element.

Note: Avoid obliterat-ing the Laser Line. The Laser Line mustalways be visible as anelement of the graphicsignature.

Graphic support ele-ments such as photo-graphs or illustrationsmay overlap the portion of the LaserLine extending to theleft of the signatureMonogram.


For emphasis, the signature typographymay be outdented orused in a large size.In this example, thetypography extendsbeyond the alignmentpoint of the right edgeof the copy block, andthe signature typogra-phy is sized to equalone-half the diameterof the signature Mono-gram. Because of itssize and position, thesignature typography isa dominant element inthis advertisement.

Generation to GenerationRecyclable engineering materials todaypromise an even greater legacy than immediatereductions of costs and waste.Generation and regeneration from packagingto automotive to construction. The energyisn’t lost. Our promise for the future. Advancedtechnology plastics offering long-term productivityand potentialRecyclable. Reusable. Responsible.For an informative outlook on recycling engineeringplastics, call 800 845-0600.

GE PlasticsWe bring good things to life.

e


For headlines and text,any typeface in the ITC New Baskervilleseries may be used.Because this series contains four weights oftype, each available inboth roman and italicversions, advertise-ments can feature richtypographic contrast. In this example, ITC New BaskervilleSemibold is used in theheadline, and ITC NewBaskerville italic is usedin the text.


FiscalWhen it comes to your institution’s financial health,it makes sense to go to a specialist. GE MedicalSystems Financing.

We understand the business of healthcare. Thedifficult balance between quality of care and reality

fitnessof costs. What it takes tomaintain, and improve,profitability in an increasinglycompetitive field. The uniquecombination of economicpressures and medicalconsiderations that influenceyour financial decisions.

What does this understanding mean for your institution?

Financing instruments precisely designed d for youroperation. Payment plans that help you preserveworking capital and stabilize cash flow. Alternativesources of capital to support your continued growth.And financial experts familiar with the complexitiesand opportunities in today’s healthcare market.

So, if you’re interested in improving the financialfitness of your institution, talk with GE MedicalSystems Financing. We can help make goodmedicine good business. 800 624-5692.

gGE Medical SystemsWe bring good things to life.


If the Laser Line bleed-ing left off the formatwould interfere withimportant elements ofa photograph or illus-tration, the Laser Linemay abut the photo-graph or illustration, asshown in this example.


ITC New Baskerville isused in all advertisingheadlines and text.Because the headline islong in this example, itis typeset in capital andlowercase letters tomaintain high legibility.

Introducing a line of built-inappliances designed for people who dislike

unnecessary irritation.

Anyone who has ever had awall torn down, or newplumbing installed, will have anidea of some of the headachesinvolved in building a customkitchen.

But one source of annoyance

often comes as a complete surprise.

And that’s the remarkablycomplex business of buying built-in appliances.

Unfortunately, the refrigerator that most people

Monogram.We bring good things to life.

seem to want comes from onecompany. The dishwasher from another. The oven from a different firm. And the cooktopfrom yet another.

Which could mean you’d haveto go to four different places tobuy them, and even worse, deal with four different companieswhen you needed service.

Now GE is introducing asimple alternative.

Monogram.A line of built-in appliances

with some significant advantagesover the others.

There’s a refrigerator, forinstance, that offers more useablespace than similar built-ins.

A downdraft inductioncooktop that’s more accurate andeasier to keep clean than anyother downdraft model.

An electronic dishwasher thatcan blend in with the kitchencabinetry better than any other.

A double oven with Europeanlooks and American capacity.

And more.But technological advances

like these are not the sole reasonwhy you should considerinstalling this new line.

Its major virtue is that it is aline. Which means that you onlyhave to deal with one company tosee it, buy it, and have it serviced.

And it’s a company that goesjust a little further when it comesto service.

Who else offers anything thatcan give you as much helpfulinformation as The GE AnswerCenter® service? (Just call 800626-2000, any hour of the day ornight.)

Who else backs their productswith a nationwide network offactory-trained serviceprofessionals?

No one else.Only GE.

g


In short headlines,ITC New Baskervillemay be typeset in allcapital letters foremphasis, if desired.

Whenever possible, the Laser Line bleedsleft off the format.However, when this isnot feasible, the LaserLine may begin flushwith the left copy column, as shown in this example.


“I AM THEGREATEST.”

At GE, we have created what isunquestionably the world’s largesttop-mount refrigerator.

Our new 24.7 cubic foot model.It offers homebuyers more of

the one thing they never seem ableto get enough of.

Space.And not just raw space, but

space so cleverly used, ti makes thisrefrigerator seem even larger thanits already gigantic size.

For instance, it has door shelvesso deep they can swallow milk

containers by the gallon.And the main refrigerator

section has our unique QuickServe™ Trays which slide under theshelves, so they open up even moreuseable space.

This remarkable refrigeratoralso comes with something else noone else offers. Crushed icethrough the door.

It also has our new, morecompact and energy-efficientrotary compressor.

Which is one reason why our

new refrigerator isn’t any widerthan our 22.5 cubic foot model.

Put it all together, and you havewhat we think is not only theworld’s biggest top-mount.

But the best.


g


Against light grey backgrounds, the cor-porate colors, PlatinumGrey and Laser Red,should be used ingraphic signatures.


When four-colorprocess is used:

Platinum Grey may bereproduced as 40 per-cent black, using a min-imum screen of 133lines. If this or a finerscreen is not available,the signature Mono-gram and signaturetypography are repro-duced in solid black, asshown in this example.

Laser Red may be reproduced as solidmagenta/yellow.

For information oncolor in graphic signa-tures, see document132, Color.

When performance counts.F-16s, powered by GE F110 engines, are doing everything

expected of them. And then some.At the 86th TFW at Ramstein AB, mission readiness is

currently running at 92% – well ahead of the 85% goal.Operational performance is

extraordinary too. Immediateresponsiveness throughout theflight envelope. Turn advantageup to 1.5g. No hot-day take-offlimitations whatever.

One pilot put it best: “[TheF110] allows the pilot to fly the aircraft where he wants, when hewants, throughout the entire flight envelope, without worryingabout the engine. You can go from idle to full AB at will.”

g GE Aircraft EnginesWe bring good things to life.


Against colored back-grounds, graphic signatures are reversedin white, as shown inthis example, or over-printed in black. Whenthe background colorprovides sufficient con-trast, the Laser Linemay be reproduced inLaser Red.

For more informationon the use of color ingraphic signatures, seedocument 132, Color.


On the way.The Super Tomcat, powered by GE F110

engines is on schedule and on the way.On September 29, 1986, the engine flew

for the first time aboard an F-14A Plus, anddid everything it was supposed to. Same thingis true in more than 100 test flights since.

When delivered tothe fleet in late 1987, theF-14A Plus will give theNavy the fighter engineit’s been looking for. Oneplus is no throttle restric-tions whatever. Anotherplus is enough extra

thrust to perform shipboard catapult launcheswithout afterburners.

But one thing is the biggest plus of all: theF110 is now a reality for the Navy, and represents a giant step towards the fighter of the future,the F-14D Super Tomcat.



The minimum 133-linescreen required toreproduce PlatinumGrey as 40 percent blackis not available in thisexample of an adver-tisement reproducedusing four-color process.Therefore, the signa-ture Monogram andsignature typographyare reproduced in solidblack.

To reproduce LaserRed in the Laser Line,solid magenta/yellow is used.



GE ULTRASOUND CASE STUDY

Assessment of complicationsin early pregnancy

ransvaginal ultrasoundrepresents an importantadvancement in assessing

complications in early pregnancy,offering several advantages overconventional transabdominalscanning.

A 5 MHz GE Transvaginal sectortransducer is applied directly tothe uterus through the vaginalfornix. The need for a full bladderis eliminated, as is the diagnosticuncertainty created by an inadequately filled bladder. Thedistortion caused by overfilling, aswith the transabdominalultrasound technique, is alsoeliminated. Transvaginal imagequality is not affected by maternalobesity or a retroflexed uterus.Transvaginal ultrasound also per-mits the use of higher frequencytransducer elements for improvedaxial resolution and optimallateral resolution, as seen in thefollowing case study.

T

Fig. 1–Transvaginal scan of quadrupletsshows three gestational sacs, one of whichis out of the imaging plane. Amnioticmembrane between identical twins isseen. Image demonstrates the thicker andmore echogenic chorion separating theidentical twins.

Case studyA 25-year-old patient with vaginalbleeding was referred to confirmfetal viability nine weeks followingin vitro fertilization and embryotransfer. A transabdominal scandemonstrated three gestational sacswithin the uterine cavity, one saccontaining two embryos and theother sacs containing one embryoeach. No separating membranecould be defined between the em-bryos in the single sac, and cardiacactivity could not be observed inone of the fraternal embryos.

A transvaginal scan was then per-formed using the GE 5 MHz Trans-

vaginal probe and the RT 3600system. The scan demonstratedcardiac activity in all four embryos,and identified a membrane in thesingle sac, (Fig. 1) indicating diam-niotic monochorionic twins.

ConclusionUnequivocal sonographic diag-nosis in early pregnancy requiresclear visualization of very smallstructures. The resolution affordedby transvaginal scanning permittedthe visualization of a nine weekmultiple gestation, with preciseidentification of detail. The abilityto demonstrate cardiac activityalso permitted the physician toeliminate the likelihood of spon-taneous abortion at an earliergestational stage.

The certainty afforded by vis-ualization of a live embryo in theendomentrial cavity clarifies diag-nostic considerations, assures thepatient, and eliminates the needfor follow-up scans.Acknowledgement: Don A.Cubberley, M.D., Dept. ofRadiology, Univ. of Utah, Salt Lake City, UT.

The GE ultrasoundadvantage

GE ultrasound provides superiorimage quality, resolution, and acoustic access necessary for avariety of procedures. A widechoice of fully electronic phasedarray probes are lightweight andeasy to use.

To receive a detailed discussion ofthe case presented here, call GE at800 624-5692 and requestUltrasound Clinical SymposiumNo. 7388.

gGE Medical SystemsWe bring good things to life.


Laser Red and the mini-mum 133-line screenrequired to reproducePlatinum Grey as 40percent black are notavailable in this exam-ple of a full-page news-paper advertisement, so all elements of thegraphic signature arereproduced in solidblack.




new lease on life.
























NAME____________________________________

TITLE____________________________________

COMPANY________________________________

CITY_____________________________________

STATE_____________________ZIP____________

PHONE___________________________________

g


241.50Outdoor Advertising

A ding-free car?The print advertisingguidelines (pages 02 to 05) apply to outdooradvertising.

Whenever possible, outdoor advertisingshould relate to theprint or broadcastadvertising used in the locality by using the same or similarheadlines and images.

In the example of a billboard in Detroitshown at the left, theimage and headlinewere being used in a print advertisementappearing in automo-tive trade magazines.

continued

GE AutomotiveWe bring good things to life.

g

Outdoor advertisement

Print advertisement

At GEwe have a 190 lb.PhD and a car door.

The hefty PhD can put thedoor on the floor and jump on itso hard he makes a 5-inch dent.

Then he can jump off againand the dent will pop back,leaving the door and the paintunmarked.

The secret? The door ismade from a new and remarkableplastic, covered with an equallynew and remarkable flexiblepaint.

It could be the answer to thetiny dings and dents of everydayparking that can rapidly age a car.

And its driver.

Could anaffordable, mass-

produced, ding-proof car like thisbe put on the road soon?

Ask the people in GE Plasticsand the answer will be a very definite “yes”.

But our ability to help carmakers find new answers to oldproblems is far from confined toplastics.

At GE, we have some 34,000exceptionally talented engineersand scientists. Some of whomlead the world in such areas aslighting, sensors and controls,electric motors, factory automa-tion, and, of course, plastics.

(Which might explain why,

year after year, GE is awardedmore U.S. patents than any othercompany in the world.)

There is a group in GE Lighting, for instance, whohave a bright idea that couldmean the end of the road forconventional headlights.

Plus others, in GE FanucAutomation, who have builtassembly lines that can predictproblems. So you can fix thembefore they happen.

And there are people in GE Motors, who are working onsomething that could liberatedesigners even further. A way tomove the air conditioner to a different part of the car.

If you’re a car maker, orsupplier, and you’re interestedin exploring any of these areas, orin having us become part of ateam to develop advanced ideasof your own, just call GE Automo-tive, at (313) 965-7775.

And put our minds to work.Pick our brains.

Ading-free

car?

gGE AutomotiveWe bring good things to life.

Outdoor Advertising, continued 241.51

If no print or broadcastadvertisements areused in the locality, agraphic signature maybe used by itself in outdoor advertising, asshown in the exampleat the left. The signa-ture may contain any ofthe kinds of messagesdiscussed on page 03.


xGg



The graphic signaturemay be combined withgraphic support such asthe Dynamic Monogram,shown at the left.

continued

Outdoor Advertising, continued 241.52

In place of the DynamicMonogram, a simplephotograph, shown atthe left, or illustrationmay be used as graphicsupport, combined withthe graphic signature tocreate an appealing out-door advertisement.



e

Outdoor advertisingcan resemble the closeof broadcast advertisingby bleeding an appro-priate photograph atthe upper-right cornerof the billboard withthe graphic signatureplaced to the left of andbelow the photograph.

eGE Aircraft Engines: We bring good things to life.


These guidelines apply to all broadcast advertis-ing pertaining to

• the Company and itscomponents- subcomponents- licensed affiliates• the GE brand of products and services

Television Advertising• Use one of the standard sign-offs shown at the

right at the end of each televised advertisement.• Use the name “GE” to refer to the Company and

its components, subcomponents, and licensedaffiliates (if appropriate) and the GE brand ofproducts and services.

• Do not use the name “GE” immediately precedinga Company secondary word mark because suchuse would suggest that another company has aproduct with the same secondary word mark.

• Do not use the name “General Electric” or “General Electric Company.”

To obtain elements of the standard commercialclose, contact:Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

Radio Advertising• Use the name “GE” to refer to the Company and

its components, subcomponents, and licensedaffiliates (if appropriate) and the GE brand ofproducts and services.

• Do not use the name “GE” immediately precedinga Company secondary word mark because suchuse would suggest that another company has aproduct with the same secondary word mark.

• Do not use the name “General Electric” or “General Electric Company.”

241.60Broadcast Advertising


e

e

e

e

We bring good things to life.e

e

e

We bring good things to life.e

e

e

e


241.70Yellow Pages Advertising Guidelines

• Use special signature B shown in the examples onpage 71. (For signature construction drawingsand guidelines, see document 131, Graphic Signa-tures, pages 17 and 18.) This signature arrange-ment permits the signature Monogram to beplaced closer to the Laser Line than is possible inthe other graphic signatures. Note: Do not usethe special signatures in general commercial,industrial, consumer, or consumer trade advertising.

- Use the communicative name of the componentor affiliate (such as “GE Computer Service” or“GE Consumer Service”), typeset in Univers 68initial capital and lowercase letters, in the signature. For more information on signaturetypography, 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-quar-ter the diameter of the signature Monogramabove and to the left of the Monogram.

- Place the signature typography in the right por-tion of the format, with its baseline horizontallyaligned with the base of the signature Monogram.

- Bleed the Laser Line left off the format (to abutthe enclosing rectangular outline, where suchoutlines are required). End the Laser Line at apoint of vertical alignment with the end of the“E” in “GE.”

• Use the three-quarter version of the DynamicMonogram in the lower-right corner. This ele-ment draws attention to the advertisement andcan help relate Yellow Pages advertising to othermedia, such as the identification on service vans.

• Use ITC New Baskerville in copy appearingoutside 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. Thisclear margin helps to accentuate the signatureMonogram. When this is not possible, align theleft copy column with the left edge of the signature Monogram.

- Align a second copy column with the signaturetypography.

- Align other graphic elements, such as the images of credit cards, with the copy columns orsignature elements.

• If applicable, position the slogan, “We bring goodthings to life.”—typeset in Univers 68—at thebottom of the format, aligned with a copy column.

These guidelinesapply to Yellow Pagesadvertising of

• the Company and itscomponents- subcomponents- licensed affiliates• the GE brand of

products and services

Note: GE componentswith national YellowPages programsshould contact theirnational programrepresentative forguidance.

Note: The DynamicMonogram may beused by only GE

components—notnon-Company serviceoperations, even ifthey are authorizedto use the Monogramalone or in a graphicsignature.

- Bleed the Dynamic Monogram off the bottomand right edges of the format (to abut theenclosing rectangular outline, when such out-lines are required).

- Print the Dynamic Monogram in solid black—an exception to the standards for reproducingthe Dynamic Monogram.

- Do not allow any typography or graphic elementsto overprint the Dynamic Monogram.

For more information, see document 134,Dynamic Monogram.


241.241.71Yellow Pages AdvertisingExamples

Chicago582-1300Suburbs636-2020GE Service4120 SW HighwayHometown

Chicago477-56104035 Lincoln Ave.

Suburbs636-20204120 SW HighwayHometown


• Fast Convenient Service• Reasonable Prices Too!• Senior Citizen Discount• Local Technicians in Your Area

Chicago477-56104305 Lincoln AvenueSuburbs636-20204120 SW HighwayHometown


Also Servicing:• RCA• Hotpoint• JC Penny

Chicago582-1300Suburbs636-2020GE Services4120 SW HighwayHometown

For Service For Parts

GE Consumer Service

For Service

For Parts

Also Servicing:RCA, Hotpoint, JC Penny

• Fast Convenient Service• Reasonable Prices Too!• Senior Citizen Discount• Local Technicians

in Your Area

GE Consumer Service

For Service:778-5361

For Parts:779-3265

Also Servicing:RCA, Hotpoint,JC Penny

Senior Citizen Discounts

GE Services7600 Boeing Dr.


g

g gx

x

x

GE Consumer Service

MasterCardVISA

MasterCardVISA


241.80White Pages Listings

GE Company and Components

List “GE COMPANY” first, and below it, in alphabet-ical order, list the communicative names of compo-nents (usually consisting of “GE” plus a genericdescription of the component’s broadest compe-tence or major product line). Note: Not all publish-ers permit such listings.

Cross-reference GE. Because some callers seek listings under the legal name, list product informa-tion and consumer product service numbers under“GENERAL ELECTRIC COMPANY” with a cross- reference to the GE Company listings, if required. Note: Do not list any component, subcomponent, or affiliate numbers under this heading.

List all GE businesses under one bold heading, “GE COMPANY,” to help callers quickly locate the Company. These listings should follow any forproduct information (such as “GE Answer Center”)and consumer product service. Do not use boldheadings for each office listing because such boldheadings would compete with the “GE COMPANY”heading, making it difficult to read the listing.

Because of the high volume of calls to productinformation, consumer product service, and manu-facturing plant (where applicable) numbers, list these numbers before the alphabetical listing ofcomponents’ numbers.

Affiliates

List “GE Capital” under the “GE COMPANY” boldheading and above the “OTHER OPERATIONS” subheading. List all other affiliates alphabeticallywith GE components under “OTHER OPERATIONS.”

Note: List only GE components and affiliates under the name “GE” in White Pages. Independent resellers and dealers may not be listed under “General Electric Company,” “General Electric,” or“GE Company.” Entries such as “GE Repair Shop” or“General Electric Washing Machine Parts” shouldbe brought to the attention of the component PatentCounsel for appropriate action.

continued

GE COMPANYGE Appliances

32 Hanover.....................834-9283GE Plastics

40 Chestnut Ave............289-2283

GE COMPANY PRODUCT INFORMATION

GE Answer CenterToll Free................800 626-2000

CONSUMER PRODUCT SERVICE Service.........................452-3511Parts 4421 Bishop Ln...452-3521Or Call Toll Free....800 626-2002

MANUFACTURING PLANTGE Superabrasives

425 Broadway...........642-9311Employment.................284-9311Production Office.........642-9388Medical Office.............642-9815

GE CAPITALAdministrative Offices

260 Long Ridge Rd....357-4000OTHER OPERATIONS

GE Aircraft Engines1 Prestige Dr..............238-6800

GENERAL ELECTRIC COMPANYPRODUCT INFORMATION

GE Answer CenterToll Free................800-626-2000

CONSUMER PRODUCT SERVICEService.........................452-3511Parts 4421 Bishop Ln...452-3521Or Call Toll Free....800-626-2002

For Other GE NumbersSee GE Company

GE COMPANYOTHER OPERATIONS

GE Industry Sales & Services839 Broad St.............627-8384

GE Lighting SystemsSales Office

490 Cove Dr...............298-1849 Customer Service

Toll Free...........1 800 368-3277GE Plastics

Sales Office40 Chestnut Ave........289-2283

Sales Service CenterToll Free..............1800 437-5278

These guidelinesapply to White Pageslistings of the Company and its

- components- subcomponents- licensed affiliates

Telephone directoryWhite Pages listingshelp customerslocate and contactGE. If the listings areeasy to find, theyleave customers witha favorable impres-sion of the Companybecause they canreach GE quicklywithout wasting timeon referral calls.


241.81White Pages Listings, continued

GE COMPANYPRODUCT INFORMATION

GE Answer CenterToll Free................800 626-2000

CONSUMER PRODUCT SERVICEService.........................452-3511Parts 4421 Bishop Ln...452-3521Or Call Toll Free....800 626-2002

MANUFACTURING PLANTGE Superabrasives

425 Broadway...........642-9311Employment.................284-9118Production Office.........642-9388Medical Office.............642-9815

GE CAPITALAdministrative Offices

260 Long Ridge Rd....357-4000Customer Service

260 Long Ridge Rd....357-4508OTHER OPERATIONS

GE Aircraft Engines1 Prestige Dr..............238-6800GE Computer Service

Connecticut Service Center1 Prestige Rd.............238-6857

Data Communication Service1 Prestige Dr..............238-6889

Quick Rental Instruments1 Prestige Dr..............238-6890

GE Ericsson Mobile Communications425 Broadway Sq......824-3201

GE Lighting1 Prestige Dr..............238-6836

1.2.

3.

4.

5.

6.

Multiple-Listing Format

The example at the left illustrates a correctly organized listing for multiple GE components and affiliates.

1.“GE COMPANY” is the initial bold heading,followed by

2.“PRODUCT INFORMATION” listings, followed by

3.“CONSUMER PRODUCT SERVICE” and parts listings, followed by

4.“MANUFACTURING PLANT” listings,followed by

5.“GE CAPITAL” listings, followed by

6.“OTHER OPERATIONS,” listing numbers for alllocal GE components and affiliates

Note: To ensure inclusion of all GE listings underthe “GE COMPANY” heading, notify GE CorporateMarketing Communications, 8*232-2397, of allnew and changed telephone numbers for yourorganization.


241.90Advertising outside the U.S.A.

Although the print advertising standards (pages02 to 05) apply throughout the world, there areadditional rules to follow outside the U.S.A.:

• A created or acquired affiliate licensed to use a corporate trademark by itself should use it,normally in a graphic signature, for the sign-offin an advertisement.

• A joint venture affiliate licensed to use theMonogram together with the mark(s) of theother joint venture partner(s) (joint marks)should use these marks, normally in a graphicsignature, for the sign-off.

• The corporate trademarks should be qualifiedwith a standard trademark protection notice,preferably Form 2, as shown in document 121, Primary Trademarks & Service Marks, page 06.

When the Company name or affiliate name isalready featured, use Form 1, also shown in document 121 on page 06.

Rec

ruitm

ent

Adv

ertis

ing

242

GE Identity Program

g

These guidelines apply to the display advertisingof employment opportunities with

• the Company and itscomponents and subcomponents- divisions, departments, and operations• affiliates licensed to use the GE identity

Successful recruitment advertisements do morethan list job openings. In a swarm of competingadvertisements of widely varying quality, successful advertisements attract and hold adesirable candidate’s attention. Their look andtone reflect the advertised company’s cultureand philosophy, providing an introduction to thecompany for the prospective employee. Accord-ing to the Newspaper Advertising Bureau andother experts, that perception strongly influencesa candidate’s decision to pursue a career with acompany.

Thus, each GE recruitment advertisement must• stand out from competitive clutter• appeal to the high-quality people the Company

seeks to hire

This document contains guidelines for • layout• typefaces• the signature identifying the component

or affiliate

as well as suggestions for advertising copyto help bring greater clarity, consistency, and creativity to GE recruitment advertisements, making them

• highly visible and appealingto the people the Company seeks to hire

• faster, easier, and more economical to produce

Introduction 242.02

Layout Guidelines 242.03

Optional Elements:• Bars & Bands 242.07• Employment Agency Logos 242.08• Dynamic Monogram 242.09

Copy Guidelines 242.10

Advertising outside the U.S.A. 242.90

242.01Recruitment AdvertisingContents

GE Identity Program 242, Recruitment Advertising GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Clear space—an area without text or imagery—is a key element in GE recruitment advertising,helping create distinctive, attractive, and professional-looking advertisements.It’s a classic case of “less is more”: Ample clearspace provides an open, relaxed, and invitingappearance that makes GE advertisementspop out from the surrounding clutter.

Despite this fact, some people think clear spaceis wasted space. Their advertisements quicklybecome so packed with type that even whensomeone notices them in the clutter, they appeardifficult to read. People tend to associate clutterin advertisements with relatively unsophisticatedemployers—which is not the impression GE

wishes to make.

A key layout principle in all GE communicationsis the strong vertical and horizontal alignment of elements.

Such alignments establish a sense of order, structure, and discipline in GE recruitmentadvertisements, suggesting the Company’s professionalism while making the advertisementseasy to read and understand.

242.02Recruitment Advertising Introduction


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Orpor suscipit laboris nisi ut aliquip ex ecommodo consequat. Duis autem vel eum irure do inreprehenderit in voluptate velit esse mois taieson consequat, vel illum dolore eu fugiatie nullapariatur vero eos et accusam. Et harumd dereudfacilis est er expedit distint. Nam liber a temorcum soluta nobis optio comque nihil quod aimpedit anim id.

Justo odio dignissim qui blandit praesent lupatum delenit aigue duos dolor et moestais ptursint occaecat cupidat non.

Key word

Key word

Key word

gAn Equal Opportunity Employer

GE Lighting Systems

Engineers

GE is looking forimaginativelighting engineers



Use a vertical rectangle whenever possible.Because many newspapers have reduced the column width for classified advertisements,

• use three-column (highly recommended)or two-column advertisements

• avoid one-column advertisements

Note: A two-column advertisement 3 7 ⁄16" inheight makes a stronger visual impact than aone-column advertisement 7" in height, usuallyat no additional space cost.

Use generous clear space throughout the advertisement to attract attention and make theadvertisement easy to read and understand:

• Make the width of the- key word area approximately one-quarter to

one-third the width of the advertisement- body copy area approximately three-quarters to

two-thirds the width of the advertisement

For horizontal advertisements, divide the widthinto four or five sections and devote one sectionto the key word area, as shown below.

• Keep key words and phrases short.

• Typeset body copy flush left and place it to create a pillar of clear space along the left sideof each advertisement. This asymmetry is an integral part of the distinctive GE visual style.

continued

242.03Recruitment AdvertisingLayout Guidelines





Key word

Key word

Key word

An Equal Opportunity Employer

GE Lighting Systems

1/3 2/3

Engineers

GE is looking forimaginativelighting engineers


Orpor suscipit laboris nisi ut aliquip ex ecommodo consequat. Duis autem vel eum irure doin reprehenderit in voluptate velit esse mois taieson consequat, vel illum dolore eu fugiatie nullapariatur vero eos et accusam. Et harumd dereudfacilis est er expedit distint. Nam liber a temorcum soluta nobis optio comque nihil quod aimpedit anim id.


Key word

Key word

Key word

gAn Equal Opportunity Employer


Orpor suscipit laboris nisi ut aliquip ex ecommodo consequat. Duis autem vel eum irure doin reprehenderit in voluptate velit esse mois taieson consequat, vel illum dolore eu fugiatie nullapariatur vero eos et accusam. Et harumd dereudfacilis est er expedit distint. Nam liber a temorcum soluta nobis optio comque nihil quod aimpedit anim id.


GE Lighting Systems

Engineers

GE is looking forbright lighting engineers

g

Many newspapers alphabetize advertisements by a positioning key, the first word of the copy.When using a positioning key,

• typeset it in ITC New Baskerville in the samepoint size as the body copy

• place it at the left margin, above the headline

Typeset the headline in ITC New BaskervilleBold, either roman or italic.

Typeset key words in ITC New Baskerville Bold,either roman or italic, in the same point size asthe body copy. Inviting subheads can be used tohighlight subject matter and help emphasize theinterests of special disciplines.

Typeset body copy in ITC New Baskerville Roman,flush left, ragged right. To maintain high legibility, do not use italic type in body copy.

An illustration, photograph, or diagrammay be used in the body copy area, if desired:

• Place it within the width of the body copy area;do not let it extend into the key word area.

• If an accompanying caption is used, typeset it inITC New Baskerville Italic.

Use a single 1 ⁄2 - point outline for all recruitmentadvertisements, regardless of size.

continued

242.04Recruitment AdvertisingLayout Guidelines, continued





Engineers

GE is looking forbrilliantlighting engineersKey word

Key word

Key word

gGE Lighting Systems


E L

To organize copy elements, use horizontal rules, a minimum of 2 points in thickness,

• beginning at the left edge of the advertisement • ending flush right approximately halfway across

the width of the body copy

Note: All rules, including the Laser Line in thegraphic signature, should be the same length,ending at the same point of vertical alignment.

If a second color is available, all rules may printin Laser Red, but in that case, all rules except theLaser Line should be at least 6-point bars to keepthem well differentiated from the fine Laser Line,as shown in the example below.

continued






Engineers

GE is looking forbrightlighting engineersKey word

Key word

Key word



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Orpor suscipit laboris nisi ut aliquip ex ecommodo consequat. Duis autem vel eum irure doin reprehenderit in voluptate velit esse moistaie son consequat, vel illum dolore eu fugiatienulla pariatur vero eos et accusam. Et harumddereud facilis est er expedit distint. Nam libera temor cum soluta nobis optio comque nihilquod a impedit anim id.


Engineers

GE is looking forperspicaciouslighting engineersKey word

Key word

Key word



The vertical alignment point at the ends of all the rules and the end of the “E” in“GE”can move left or right asrequired to accommodate a longer or shorter businessname in the signature.

Visually align the left edge of the signatureMonogram with the left side of the body copy.

Typeset the communicative name of the businessin Univers 68* in one or two lines, as required.

Place the Laser Line—a 1 ⁄2 - point rule beginningat the outline of the left edge of the advertisement—below the communicative name of the businessat a distance equal to the capital height of thecommunicative name.






Engineers

GE is looking forimaginativelighting engineersKey word

Key word

Key word



Typeset “An Equal Opportunity Employer” in Univers 68 or 48* and place it below the Laser Line. Note: This phrase is required on all GE recruitment advertisements.

*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

Graphic Signature Sign-Off

Use the primary signature inrecruitment advertising. Wherespace is severely restricted, use thecompact or vertical signature.

Use all three elements of thegraphic signature (the signature Monogram, signa-ture typography, and Laser Line).Do not delete any signature element in recruitment advertising.

Keep the space within and surrounding the signature clear of typography, illustration, conflicting patterns, or the trimedge of the advertisement. Note: In particular, do not allow text to appear directly to the right of the signature Monogram.

For signature construction draw-ings and more information on theminimum clear space required foreach signature, see document 131,Graphic Signatures, pages 11 to 16.

If the copy does not lend itself to the use of keywords or phrases and the horizontal rule linesshown in the layout guidelines on pages 03 to 06,bars or bands in black or color may be used to

• structure a recruitment advertisement• emphasize information, such as the industry

category and employment localeas shown in the examples at the left.

Although these examples are based on advertisements appearing in United Kingdomnewspapers, these guidelines apply to the use of bars or bands in GE recruitment advertisingthroughout the world.

When using bars or bands, maintain• ample clear space by - using a wide left margin- keeping the area surrounding the graphic

signature clear• strong vertical and horizontal alignments among

the layout elementsas shown in the examples at the left and discussed on page 02.

When using color• in the bars or bands, the corporate color Laser Red

would provide a strong accent, but any appropriate color may be used

• in the Laser Line, only black, Platinum Grey,white, or Laser Red may be used. No other color may be used in the Laser Line.

242.07Recruitment AdvertisingOptional Elements: Bars & Bands


General Electric, the $60bn global corporation, is a business phenomenon. We set ourselvesimpossible goals, and then we achieve them. We empower our people and break down barriersto release and harness the human potential ofthe business. All our companies are characterisedby swift growth, tight market focus, and a genuinecommitment to excellence in customer service.

GE Capital Global Consumer Finance providesvalue-adding financial services directly to customersand through partnerships with blue-chip clients.

Quality is a guiding principle of the business: we aim to make everything we do ACE – AboveCustomer Expectation.

We need a charismatic manager who can drive a series of quality initiatives forward, including Six Sigma, the internationally-recognizedquality measure. Your aim will be to • deliver higher-quality products at lower cost,• accelerate and improve response to customers• instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading major programmes of change and the self-confidence, passion, and communicationskills to inspire others to work together to achievetangible and significant business results.

Strong analytical skills are essential as you must be able to synthesise complex information andprepare concise yet compelling presentations. A background in consulting or quantitative disciplines would also prove useful.

The salary reflects the importance of this role to our continuing success, and will be supportedby a comprehensive benefits package, includingrelocation expenses where appropriate. Successin this role will open up exciting further careerdevelopment prospects at home and overseas.High achievers are regularly moved around theglobal business to build and broaden expertise.

If you relish the challenge of this exciting new role,please write with full cv toMaureen O’Connor, Regional Director,Bernard Hodes, Television House, Mount StreetManchester M2 5WS.Please quote reference: St/11/DCP

g

A Director of Quality.Leeds Financial Services

GE CapitalGlobal Consumer Finance – UK

GE is an equal opportunity employer.

U SA*

* Affiliated with General Electric Capital Corporation (USA), not the English company of a similar name

General Electric, the $60bn global corporation, is a businessphenomenon. We set impossible goals, and then we achievethem. We empower our people and break down barriers torelease and harness the human potential of the business. All ourcompanies are characterised by swift growth, tight market focus,and a genuine commitment to excellence in customer service.

GE Capital Global Consumer Finance provides value-addingfinancial services directly to customers and through partnershipswith blue-chip clients. Quality is a guiding principle of the busi-ness: we aim to make everything we do ACE – Above CustomerExpectation.

We need a charismatic manager who can drive a series of qualityinitiatives forward, including Six Sigma, the internationally-recognized quality measure. Your aim will be to • deliver higher-quality products at lower cost,• accelerate and improve response to customers• instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading majorprogrammes of change and the self-confidence, passion, andcommunication skills to inspire others to work together toachieve tangible and significant business results.

Strong analytical skills are essential as you must be able to synthesise complex information and prepare concise yet compelling presentations. A background in consulting or quantitative disciplines would also prove useful.

The salary reflects the importance of this role to our continuingsuccess, and will be supported by a comprehensive benefitspackage, including relocation expenses where appropriate. Success in this role will open exciting further career develop-ment prospects at home and overseas. High achievers are movedaround the global business to build and broaden expertise.

If you relish the challenge of this exciting new role, please writewith full cv to Maureen O’Connor, Regional Director,Bernard Hodes, Television House, Mount StreetManchester M2 5WS. Please quote reference: St/11/DCP

g


GE Capital Global Consumer Finance – UK


U SA*


As an option, the identity of the employmentagency that places the advertisement (a symbolor logotype) may be used in an advertisement, provided that it is

• placed in the lower-right corner of the advertisement• kept separate from all other elements in the

advertisementas shown in the examples at the left.

Although these examples are based on advertisements appearing in United Kingdomnewspapers, these guidelines apply to the use of employment agency identities in GE

recruitment advertising throughout the world.

Note: The Dynamic Monogram may not be usedwith the identity of an employment agency.

242.08Recruitment AdvertisingOptional Elements:Employment Agency Logos


GE Capital Global Consumer Finance provides a wide range offinancial services, from retail credit card services for household-name retailers to direct loans and insurance products for individualcustomers. We set ourselves unrealistically ambitious goals—andthen we exceed them. We deliver unprecedented standards of cus-tomer service. And we encourage our people to contribute directlyto the growth and direction of the business. This could be whereyou come in.

We’re currently looking for people to tackle a challenging and var-ied sales support role here in Morley. You will be talking to cus-tomers on the telephone, producing promotional literature, andhelping to create persuasive presentations. Everything you do willbe driven by a determination to improve our service to customers.And that includes taking advantage of the superb training andcareer development opportunities.

Flexible and self-assured, you must have an excellent telephonemanner and a flair for written communication. A working knowledge of PC packages is essential, including Excel, Word,and PowerPoint.

You may work full-time or on a two-and-a-half day job-share, Monday to Wednesday or Wednesday to Friday. Full-time salary willbe around £10,500 with superb benefits including profit-sharing,incentive schemes, pension, and a subsidised restaurant. The Mor-ley site offers free car parking and easy access by public transport.

To find out more, call Julie Ridsdale or Tracy Spink on 01532 441464 quoting reference: MA/01, or call in at Ecco Employment, 17 Merrion Way, Leeds LS2 8BT.

g

Sales Support Professionals

Experts in the businessof communication.Morley Job-share & full-time



U SA*


ECCOE M P L O Y M E N T

Consider this: According to Business Week, theglobal GE corporation is now the world’s secondmost profitable company, and we continue togrow at a phenomenal rate. In 1981, two of ourtwelve businesses were considered global players.Today, they all are. Among those world-class busi-nesses, GE Capital is one of the largest and mostsuccessful diversified financial services companiesin the world.

Perhaps you’re wondering what all this businessstuff has to do with a secretarial job. Perhapsyou’re more interested in how long you get forlunch. If so, we fear you’re not really GE material.In most companies, 5% of the people do 95% of

the thinking. In GE Companies, we look for goodideas and positive contributions from everyone.By harnessing the creativity and enthusiasm ofthe entire team, we routinely exceed even ourown ambitious business goals. And that makes GECapital a very exciting place to work.

It’s not just a question of having tip-top secretar-ial skills. The real question is, do you have thedrive and potential to develop beyond an ortho-dox secretarial role with a very unorthodox com-pany? To find out more, call Julie Ridsdale orTracy Spink on 01532 441464 quoting reference:MA/01, or call in at Ecco Employment, 17 Merrion Way, Leeds LS2 8BT.

g

Secretaries withunusual interests.Let’s talk business



U SA*


ECCOE M P L O Y M E N T

U SA*



As an option, the Dynamic Monogram may beused in recruitment advertising according to theguidelines in GE Identity Program document134, Dynamic Monogram, as shown in the examplesat the left.

Although these examples are based on advertisements appearing in United Kingdomnewspapers, these guidelines apply to the use of the Dynamic Monogram in GE recruitmentadvertising throughout the world.

• Reproduce the Dynamic Monogram- large- bleeding off the format (touching the boundary line

of the advertisement)- in a subtle color of low contrast to the background:

for example, a light tint of black such as 10%(Remember: The letters/curlicues are alwayslighter than the field. For correct reproduction,use the positive version of the Dynamic Mono-gram and use color in the field, letting the whiteof the page show in the letters/curlicues.)

• Use only the authorized drawings of the Dynamic Monogram, including the

- three-quarter version (shown in the examples)- one-quarter version

Note: The left- and right-bleeding horizontal versions of the Dynamic Monogram—whichbleed at the top, bottom, and either left or rightof the format—also may be used, provided theproportional relationship between the verticaland horizontal dimensions of the format is atleast 1 x 3.

• Do not create new croppings of the Monogram. If you feel you need a new crop, first contact theManager of GE Identity, GE Corporate MarketingCommunications, Fairfield, Connecticut.

• When properly reproduced as described above,typography may overprint the Dynamic Monogram.

242.09Recruitment AdvertisingOptional Elements:Dynamic Monogram


xGeneral Electric, the $60bn global corporation, is a businessphenomenon. We set impossible goals, and then we achievethem. We empower our people and break down barriers torelease and harness the human potential of the business. All ourcompanies are characterised by swift growth, tight market focus,and a genuine commitment to excellence in customer service.

GE Capital Global Consumer Finance provides value-addingfinancial services directly to customers and through partnershipswith blue-chip clients. Quality is a guiding principle of the busi-ness: we aim to make everything we do ACE – Above CustomerExpectation.

We need a charismatic manager who can drive a series of qualityinitiatives forward, including Six Sigma, the internationally-recognized quality measure. Your aim will be to • deliver higher-quality products at lower cost,• accelerate and improve response to customers• instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading majorprogrammes of change and the self-confidence, passion, andcommunication skills to inspire others to work together toachieve tangible and significant business results.

Strong analytical skills are essential as you must be able to synthesise complex information and prepare concise yet compelling presentations. A background in consulting or quantitative disciplines would also prove useful.

The salary reflects the importance of this role to our continuingsuccess, and will be supported by a comprehensive benefitspackage, including relocation expenses where appropriate. Success in this role will open exciting further career develop-ment prospects at home and overseas. High achievers are movedaround the global business to build and broaden expertise.

If you relish the challenge of this exciting new role, please writewith full cv to Maureen O’Connor, Regional Director,Bernard Hodes, Television House, Mount StreetManchester M2 5WS. Please quote reference: St/11/DCP

g


GE Capital Global Consumer Finance – UK


U SA*

xGeneral Electric, the $60bn global corporation, is a business phenomenon. We set ourselvesimpossible goals, and then we achieve them. We empower our people and break down barriersto release and harness the human potential ofthe business. All our companies are characterisedby swift growth, tight market focus, and a genuinecommitment to excellence in customer service.

GE Capital Global Consumer Finance providesvalue-adding financial services directly to customersand through partnerships with blue-chip clients.

Quality is a guiding principle of the business: we aim to make everything we do ACE – AboveCustomer Expectation.

We need a charismatic manager who can drive a series of quality initiatives forward, including Six Sigma, the internationally-recognizedquality measure. Your aim will be to • deliver higher-quality products at lower cost,• accelerate and improve response to customers• instil quality awareness throughout the company.

The ideal candidate has substantial experience in leading major programmes of change and the self-confidence, passion, and communicationskills to inspire others to work together to achievetangible and significant business results.

Strong analytical skills are essential as you must be able to synthesise complex information andprepare concise yet compelling presentations. A background in consulting or quantitative disciplines would also prove useful.

The salary reflects the importance of this role to our continuing success, and will be supportedby a comprehensive benefits package, includingrelocation expenses where appropriate. Successin this role will open up exciting further careerdevelopment prospects at home and overseas.High achievers are regularly moved around theglobal business to build and broaden expertise.

If you relish the challenge of this exciting new role,please write with full cv toMaureen O’Connor, Regional Director,Bernard Hodes, Television House, Mount StreetManchester M2 5WS.Please quote reference: St/11/DCP

g




Although no two GE recruitment advertisementsare entirely alike, all must be easy to read andunderstand. At the same time, each mustenhance the GE image because the best applicantsare not looking for just a job and salary—theyare looking for a company.

The headline should use an active verb and identify the type of candidate the Company isseeking using a phrase that is both descriptiveand appealing. For example, start with the actionwords “GE is looking for….” Looking for what?Engineers? No: imaginative engineers. Readersshould recognize themselves as soon as possiblein the headline and copy.

The opening paragraph is a good place to conveygeneral information. It serves as an umbrella for the specific employment offerings appearingin subsequent paragraphs.

Key words and phrases can help summarize vitalpoints, pique interest, and stimulate response.These key words and phrases can also feature the disciplines (for example: Electronics, Chemical,or Plastics) and draw specialists to their areas of expertise.

The copy should cover the major selling pointsof the position for the target candidate.These may vary from one field to another.

In general, all recruitment advertisements should indicate clearly that the Company offers

• opportunity to grow, learn, contribute, andincrease one’s knowledge, value, and earningcapacity

• recognition, understanding that it is Company policy to notice, single out, and reward talentand achievement

• responsibility for those who can initiate, accomplish, make decisions, and lead

• challenge to take on bigger and more demandingassignments in accordance with demonstratedperformance

Keep copy clear, brief, and to the point. Suchcopy not only encourages readership, it alsohelps reinforce the point that GE places highvalue on speed, simplicity, and self-confidence.

Emphasize facts—hard, cold ones. Each is wortha hundred vague, general promises.

Keep the tone warm and personal. Speak in termsthat are friendly, personal, and encouraging.

Even in the most complex technologies, goodcopy can project the enthusiasm and excitementavailable in the position advertised.

242.10Recruitment AdvertisingCopy Guidelines


242.90Advertising outside the U.S.A.


Although the recruitment advertising standards(pages 02 to 07) apply throughout the world,there are additional rules to follow outside theU.S.A.:

• A created or acquired affiliate licensed to use a corporate trademark by itself should use it,normally in a graphic signature, as the sign-off in an advertisement.

• A joint venture affiliate licensed to use theMonogram together with the mark(s) of thejoint venture partner(s) (joint marks) should use these marks, normally in a graphic signature,as the sign-off.

• The corporate trademarks should be qualifiedwith a standard trademark protection notice,preferably Form 2, as shown in document 121,Primary Trademarks & Service Marks, page 06.

When the Company name or affiliate name isalready featured, use Form 1, also shown in document 121, page 06.

Broc

hure

sPr

omot

iona

lThese standards apply to all promotionalbrochures pertaining to

• the Company and itscomponents- subcomponents- licensed affiliates• the GE brand of products and services

These standards provide a plan for featuringgraphic signatures consistently and prominentlyin all print applications. In addition, they help to

• simplify and clarify information by standardizingits presentation

• rationalize and organize information by rankingit according to priority

• streamline and modernize print applications by instituting the use of grids and eliminatingunnecessary or outdated graphic support elements

• unify the print applications of all GE componentsand licensed affiliates so that each draws fromand contributes to the strength of the GE identity

• create synergy in print communications throughthe consistent use of typography

• communicate specific attributes of high tech-nology, dynamism, and innovation



243

GE Identity Program

g

GE Identity Program 243, Promotional Brochures GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Promotional BrochuresContents

243.01

Guidelines 243.02

Creative Matrix 243.04

Examples 243.20


243.02Promotional Brochures Guidelines

Use a grid. A grid is an underly-ing structure used toorganize graphic andtypographic elementsin a layout. By verti-cally and horizontallyaligning these ele-ments at commonpoints on the grid, anorderly appearance,which communicatesa sense of planning,discipline, and profes-sionalism, is created.

• Use a single grid forthe covers and insidespreads of a brochureor a series of relatedbrochures.

• Use a grid tailored toyour needs. Any kindof grid—three col-umn, four column,five column, six col-umn, seven column,and so on—may beused in print applica-tions; no particulargrid is recommended.

Use a graphic signature• always on the front

cover or outside panelat the top or bottom

• as an option on theback cover or panel,with an address blockif desired

For guidelines on the construction ofgraphic signatures, see document 131,Graphic Signatures,pages 10 to 16.

Use a basic layoutestablished by theselected grid and theplacement of thegraphic signature onthe grid, as shown inthe examples.

• Use an asymmetricallayout with generousclear space. Onemethod of creatingthis appearance is toemphasize the signa-ture Monogram bykeeping the left col-umn of the grid clear.

• Align other layoutelements on the grid.

Prioritize information.• Emphasize information

of primary importance.Either

- use it in the typogra-phy of the graphic signature

- place it outside thesignature and· use a large size and/or heavy weight ofprogram typography· accent it with color

• Deemphasize informa-tion of secondaryimportance:- Place it outside thesignature.- Use a small size and/or light weight of pro-gram typography.- Subdue it with color.

continued

g g

Typical Title Set inITC New Baskerville

g

Big & BoldTitle Set in ITC New Baskerville Bold

Small Subtitle Set in ITC New Baskerville Italic

GE Typography GE Typography GE Typography


243.03Promotional Brochures Guidelines,continued

Use color correctly.

• In a graphic signature, use the corporate colorswhenever possible.

• In other elements such as backgrounds and head-lines, use any appropriate color, including thoseof the GE color palettes.


For GE color palette samples, contact the GE Identity Website or Hotline.

Use program typography.

• In a graphic signature, use only Univers 68 and, if needed, Univers 48. (As an option in productsignatures, ITC New Baskerville Italic may be used.)For guidelines on the use and specification ofsignature typography, see document 131, GraphicSignatures, pages 31 to 35.

• Outside a graphic signature,- for headlines and text, use only ITC New Baskerville - for accents (such as captions, subheads, and folios)

use Univers.

• Limit the number of type sizes and weights. Generally,use no more than three sizes and two weights inany one application.

For guidelines on the use and specification of pro-gram typography, see document 133, Typography.

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.)




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

243.04Promotional BrochuresCreative Matrix

The first step in developing a promotionalbrochure cover is to select

• graphic signature content• layout elements

To facilitate selection, all cover alternatives are diagrammed and demonstrated in the promotional brochure creative matrix shown on pages 05 and 06. A single typical brochure isshown in 21 variations. Each variation combinesone option of graphic complexity with one levelof signature content, as described below.

Graphic Complexity Each horizontal row contains the same sevenoptions 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, increasingin graphic complexity from left to right, are shown.

Signature Content Each vertical row contains the same three levelsof signature content:

• At the top (A), the brochure title appears in the signature typography with no information belowthe signature.

• In the middle (B), the brochure title appears in thesignature typography with a subtitle below thesignature.

• At the bottom (C), the component or affiliate communicative name appears in the signaturetypography with the brochure title (and subtitle,if needed) below the signature.

Each example in the matrix demonstrates oneoption of graphic complexity combined with onelevel of signature content. Together the examplesdefine all possible combinations of graphic signatures with other graphic and typographicelements. Select the combination that bestaccommodates your needs and develop yourbrochures according to the guidelines on pages02 and 03.

5A 4321 6 7

5B 4321 6 7

5C 4321 6 7

Signature Content

gBrochure Title

____________

gBrochure Title

____________

Subtitle

gGE Communicative Name

____________

Brochure TitleSubtitle

SignatureContent

Graphic Complexity >

>

continued


c

243.05Promotional BrochuresCreative Matrix, continued

GE Center forAdvanced Airmanship

gGE Center forAdvanced Airmanship


g


e

CAA


e

CAA


e

GE Aircraft Engines

e

CAAGE Aircraft Engines

e


ec




CAA

A 1 2

2

2

3

3

B 1

C 1

3

n

For an explanation of thepromotional brochures creative matrix, see page 04.

Examples from the creativematrix are shown and discussed on pages 07 to 12.

continued

CAA




eGE Center forAdvanced Airmanship


g


e

CAA



e

GE Aircraft Engines

e


eGE Aircraft Engines

e



g


e

CAA

GE Aircraft Engines

e

CAA


CAA

CAA

CAACenter for AdvancedAirmanship

CAA


A 4

B 4

C 4 5 6 7

765

5 6 7

The background colors areused in the matrix only tocategorize the three optionsof signature content.No recommendation is impliedregarding the use of these colors in print applications.

The thematic graphic is representative. No recommendation is impliedregarding the use of this thematic graphic in applications.

continued



CAA


The content of a graphicsignature is the messagecontained in the signature typography. Placing a message in agraphic signatureemphasizes the mes-sage. Each level of signature content isdemonstrated in theexamples at the right.All examples demon-strate the simplest levelof graphic complexity.

The typefaces used insignature typographyare Univers 68 and, ifneeded, Univers 48.As an option, ITC NewBaskerville may be usedin product signatures.For more informationon the use and specifi-cation of signaturetypography, see docu-ment 131, Graphic Sig-natures, pages 31 to 35.

Messages placed outsidea graphic signature maybe emphasized by usinga large size and/orheavy weight of programtypography and byaccenting with color.

The typefaces used out-side a graphic signatureare selected from theITC New Baskervilleseries. For more infor-mation on the use andspecification of programtypography, see docu-ment 133, Typography.


A1Brochure title in signature,no information below

B1Brochure title in signature,subtitle below

C1Component or affiliate communicative name in signature, brochure titleand subtitle below


CAA


continued


cThe examples on pages 08 to 11 demon-strate the second levelof signature content(brochure title in signa-ture, subtitle below)combined with eachoption of graphic complexity.

When the DynamicMonogram is used,follow the guidelines in document 134,Dynamic Monogram.

Note: Use of the DynamicMonogram is restricted toGE components and onlycertain affiliates licensedto use the GE name and/orMonogram.


B1Signature Content:Brochure title in signature,subtitle below

Graphic Complexity:Typography only


Graphic Complexity:Typography + Dynamic Monogram


CAA


CAA

continued


When a single photo-graph or illustration isused, it may be sizedand placed as desiredon the selected grid.Although the signatureMonogram can beemphasized by keepingthe left margin clear ofother graphic or typo-graphic elements, photographs or illustra-tions may bleed left offthe format.



Graphic Complexity:Typography + one photograph or illustration


CAA

continued


When multiple pho-tographs or illustrationsare used, they may besized and placed asdesired on the selectedgrid. Visual interest iscreated by using theseelements in differentsizes and shapes.Although the signatureMonogram can beemphasized by keepingthe left margin clear ofother graphic or typo-graphic elements, pho-tographs or illustrationsmay bleed left off theformat.



Graphic Complexity:Typography + full-bleed photograph or illustration


Graphic Complexity:Typography + multiple photographs or illustrations

When a single photo-graph or illustration isused, it may bleed offall sides of the format.The area in the graphicsignature should beeven and unpatternedor subdued to maintainhigh legibility of thesignature.


CAA


CAA

continued


A thematic graphic is an image used to suggestan idea relevant to theCompany or its organi-zational elements, products, or services.It is used in place oflogotypes, symbols, orother graphic devicesthat have served similarpurposes in the past.Such logotypes or sym-bols create separateidentities that competewith the GE identity anddiminish its strength,contradicting a principalprogram goal to unifyall Company communi-cations. Thus, they arenot used in GE IdentityProgram applications.Instead, when it is desirable to suggest a specific idea with an image, a thematicgraphic is used.



Graphic Complexity:Typography+ thematic graphic


Graphic Complexity:Typography + thematic graphic+ one photograph or illustration

A thematic graphic isused as graphic support.Therefore, like theDynamic Monogram, it is used large, bled offthe format, and repro-duced in a subtle colorof low contrast to thebackground. It is nevergiven such prominenceas to be misconstruedas a symbol for the

The thematic graphic usedin the examples is an imageof a hawk derived from thelogotype previously used bythe Center for Advanced Airmanship. It is used fordemonstration purposes only.

No recommendation is impliedregarding the use of this thematic graphic in specificapplications.

Company or its organi-zational parts, products,or services. It may beused in combinationwith a photograph orillustration placed onthe grid, as desired.

Note: When a thematicgraphic is used, a fullgraphic signature mustalso be used in the sameformat.


CAA


CAA

continued


This example demon-strates the third level of signature contentcombined with thethird option of graphiccomplexity. The com-municative name of theorganization is used inthe graphic signature.Below it, the brochuretitle and subtitle are usedwith one photograph.

When a single photo-graph or illustration isused, it may bleed offthe top of the format.The area in the graphicsignature should beeven and unpatternedor subdued to maintainhigh legibility of thesignature.


C3Signature Content:Communicative name in signature, brochure title and subtitlebelow

Graphic Complexity:Typography + one photograph or illustration

e

CAA

GE Aircraft Engines



The examples on pages20 to 25 demonstratethe wide range of layoutsthat can be created byusing the programguidelines in specificpromotional brochurecovers.

243.20Promotional Brochures Examples

Signature Content:Communicative name in signature, title and subtitle below

Graphic Complexity:Typography only

e

ConditionedtoWin

Training SystemsTechnology from GE

GE Aircraft Engines


Conditioned to Win

Training Systems Technology



Signature Content:Product name in signature,title below

Signature Content:Communicative name in signature, title and subtitle below

Graphic Complexity:Typography + full-bleed photographor illustration

eGE Medical Systems

SignaThe MR Reference Point

e

The MRReference Point

Signa

Graphic Complexity:Typography + full-bleed photograph or illustration


GgGE Motors

Promotional Brochures Examples 243.22

Signature Content:Communicative name in signature, title below

Graphic Complexity:Typography + thematic graphic only

Turning UpThePower



Signature Content:Communicative name in signature, brochure title below

Graphic Complexity:Typography + multiple photographs or illustrations

eGE Utility & Industrial Services

“Let us not forget

that anyone who

will visit us, anyone

who will call us on

the telephone,

anyone who will

seek our aid, offers

to us the privilege

of creating

goodwill for the

General Electric

Company. Let us

not throw away this

privilege. Let us

not rebuff the

person who gives us

this opportunity.”

Owen D. YoungChairman of the Board1922-1939

Quality Customer Service


When developing theinside of promotionalbrochures, followthese guidelines:

• Use the brochurecover grid for theinside layouts.Using the same gridthroughout a singlebrochure helps tounify the cover andinside pages.

• Do not use graphicsignatures for page titles, subtitles,folios, or any decorative purpose.In promotionalbrochures, signaturecontent is limited, asdescribed on page 04.Graphic signaturesmay be used in pro-motional brochuresonly on the front andback covers.


The five-column grid isshown for demonstrationpurposes only. No recommendation is impliedregarding the use of this grid inprogram applications.

Initial TrainingLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat utwisi enim ad. Veniam, quis nostrudexerci tatio ullamcorper suscipit lobor-tis nisl ut aliquip ex ea commod. Autemvel eum iriure dolor in he drerit in.

Continuation TrainingVulputate velit esse mol estie conse-quat, vel illum dolore eu feugiat nullafacilisis at vero er os et accumsan etiusto odio

Advanced Weapons ProgramDig nissim qui blandit praesent luptatum zzril delenit augue duis dolo re tefeugait nulla facilisi. Lorem ipsumdolore magna aliqua m erat volutpat utdolor sit amet cosectetuer. Er os etaccumsan et iusto odio dig nissim.

The Course Structure

At the Center for Advanced Airmanship, student pilots willpractice in an F-5 Mission Simulator equipped with a wide- angle dome display systemand a COMPU-SCENE III Com-puter Generated Image System.

Visual SystemIpsum dolor sit amet, con sectetueradipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem veleum iriure dolor in he drerit in vulpu-laoreet dolore magna aliqua m eratvolutpat ut wisi enim ad. Veniam, quistate velit esse mol estie consequat, velillum dolore eu feugiat nulla facilisis atvero er os et accumsan et iusto odioamet cosectetuerdelenit augue duis.

CockpitNissim qui blandit praesent lupta tumzzril delenit augue duis dolo re te feu-gait nulla facilisi. Lorem ipsum dolor sittatio ullamcorper suscipit lobortis nislamet cosectetuerdelenit augue duisdolo re te. Delenit augue duis dolo rete feugait nulla facilisi.

Simulated AreaCon sectetuer adipiscing elit, sed dianonummy nibh euismod incid uutlaoreet dolore magna aliqua m eratvolutpat ut wisi enim ad. Veniam, quisnostrud exerci tatio ullamcorper sus-cipit lobortis nisl ut aliquip ex ea com-mod. Autem vel eum iriure dolor in heenim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nisldrerit in vulputate velit esse mol estieconsequat, vel illum dolore eu feugiatnulla facilisis at vero. Er os et accumsanet iusto odio dig nissim qui blandit duisdolo re te feugait.

Adipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisiincid uut laoreet dolore magna aliquaenim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. euismodincid uut laoreet dolore magna aliquam erat volutpat ut wisi.

The Training Environment

Simulated Overflight ofConventional Gunnery Range.

Initial TrainingLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat utwisi enim ad. Veniam, quis nostrudexerci tatio ullamcorper suscipit lobor-tis nisl ut aliquip ex ea commod. Autemvel eum iriure dolor in he drerit in.

Continuation TrainingVulputate velit esse mol estie conse-quat, vel illum dolore eu feugiat nullafacilisis at vero er os et accumsan etiusto odio

Advanced Weapons ProgramDig nissim qui blandit praesent luptatum zzril delenit augue duis dolo re tefeugait nulla facilisi. Lorem ipsumdolore magna aliqua m erat volutpat utdolor sit amet cosectetuer. Er os etaccumsan et iusto odio dig nissim.

The Course Structure

At the Center for Advanced Airmanship, student pilots willpractice in an F-5 Mission Simulator equipped with a wide- angle dome display systemand a COMPU-SCENE III Com-puter Generated Image System.

Visual SystemIpsum dolor sit amet, con sectetueradipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem veleum iriure dolor in he drerit in vulpu-laoreet dolore magna aliqua m eratvolutpat ut wisi enim ad. Veniam, quistate velit esse mol estie consequat, velillum dolore eu feugiat nulla facilisis atvero er os et accumsan et iusto odioamet cosectetuerdelenit augue duis.

CockpitNissim qui blandit praesent lupta tumzzril delenit augue duis dolo re te feu-gait nulla facilisi. Lorem ipsum dolor sittatio ullamcorper suscipit lobortis nislamet cosectetuerdelenit augue duisdolo re te. Delenit augue duis dolo rete feugait nulla facilisi.

Simulated AreaCon sectetuer adipiscing elit, sed dianonummy nibh euismod incid uutlaoreet dolore magna aliqua m eratvolutpat ut wisi enim ad. Veniam, quisnostrud exerci tatio ullamcorper sus-cipit lobortis nisl ut aliquip ex ea com-mod. Autem vel eum iriure dolor in heenim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nisldrerit in vulputate velit esse mol estieconsequat, vel illum dolore eu feugiatnulla facilisis at vero. Er os et accumsanet iusto odio dig nissim qui blandit duisdolo re te feugait.

The Training Environment

Simulated Overflight ofConventional Gunnery Range.

Adipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisiincid uut laoreet dolore magna aliquaenim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. euismodincid uut laoreet dolore magna aliquam erat volutpat ut wisi.


On the back of pro-motional brochures,a graphic signaturemay be combinedwith the addressblock. As shown inthe example,

• the address block istypeset in Univers 48and positioned belowthe Laser Line

• the Laser Line bleedsleft off the formatwhenever possible

• the entire unit is positioned on the gridin an asymmetricallayout; avoid centeringthe signature Mono-gram or the graphicsignature in the format


Another example ofthe back of a brochure using this signature and address block appears in document244, Product Literature,page 23.

eGE Medical Systems

General Electric CompanyMilwaukee, Wisconsin 53501Telex 379 7371http://www.ge.com

Copenhagen, Frankfurt, London,Madrid, Seoul, Toronto



Lite

ratu

rePr

oduc

tThese standards apply to all product literaturepertaining to the GE brand of products and services.

These standards provide a plan for featuringgraphic signatures consistently and prominentlyin all print applications. In addition, they help to


• rationalize and organize information by rankingit according to priority

• streamline and modernize print applications byinstituting the use of grids and eliminatingunnecessary or outdated graphic support elements

• unify the print applications of all GE componentsand licensed affiliates so that each draws fromand contributes to the strength of the GE identity

• create synergy in print communications throughthe consistent use of typography

• communicate specific attributes of high tech-nology, dynamism, and innovation



244

GE Identity Program

g

GE Identity Program 244, Product Literature GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Product LiteratureContents

244.01

Guidelines 244.02

Creative Matrix 244.04

Examples 244.20

Specification Sheets 244.50

Use & Care Guides 244.60


244.02Product Literature Guidelines

Use a grid. A grid is an underly-ing structure used toorganize graphic andtypographic elementsin a layout. By verti-cally and horizontallyaligning these ele-ments at commonpoints on the grid, anorderly appearance,which communicatesa sense of planning,discipline, and profes-sionalism, is created.

• Use a single grid forthe covers and insidespreads of a brochureor a series of relatedbrochures.

• Use a grid tailored toyour needs. Any kindof grid—three col-umn, four column,five column, six col-umn, seven column,and so on—may beused in print applica-tions; no particulargrid is recommended.

These guidelinesapply to all productliterature, includingspecification sheetsand Use & CareGuides, pertaining to the GE brand ofproducts and services.

Use a graphic signature• always on the front

cover or outside panelat the top or bottom

• as an option on theback cover or panel,with an address block,if desired

For guidelines on theconstruction of graphicsignatures, see docu-ment 131, Graphic Sig-natures, pages 10 to 16.

Use a basic layoutestablished by theselected grid and theplacement of thegraphic signature onthe grid, as shown inthe examples.

• Use an asymmetricallayout with generousclear space. Onemethod of creatingthis appearance is toemphasize the signa-ture Monogram bykeeping the left col-umn of the grid clear.

• Align other layoutelements on the grid.

Prioritize information.• Emphasize information

of primary importance.Either

- use it in the typogra-phy of the graphic signature

- place it outside thesignature and· use a large size and/or heavy weight ofprogram typography· accent it with color

• Deemphasize informa-tion of secondaryimportance:- Place it outside thesignature.- Use a small size and/or light weight of pro-gram typography.- Subdue it with color.

Use horizontal lines,bars, and bandsto emphasize, differ-entiate, or structureinformation.

continued

g

Refrigerators

gGE Appliances

g

Refrigerators

GE Appliances

g

Refrigerators

GE Appliances



Model Number

GE Appliances


244.03Product Literature Guidelines,continued

Use color correctly.

• In a graphic signature, use the corporate colorswhenever possible.

• In other elements such as backgrounds, headlines,color-coded bars, and bands, use any appropriatecolor, including those of the GE color palettes.


For GE color palette samples, contact the GE Identity Website or Hotline.

Use program typography.

• In a graphic signature, use only Univers 68 and, if needed, Univers 48. (As an option in productsignatures, ITC New Baskerville Italic 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, - for headlines and text, use only ITC New Baskerville - for accents (such as captions, subheads, and folios),

use Univers.

• Limit the number of type sizes and weights. Generally,use no more than three sizes and two weights inany one application.

For guidelines on the use and specification ofprogram typography, see document 133, Typography.

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 productsor 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




244.04Product Literature Creative Matrix

The first step in developing a product literaturecover is to select

• graphic signature content• layout elements

To facilitate selection, all cover alternatives arediagrammed and demonstrated in the productliterature creative matrix shown on page 05.Three typical brochures are used to demonstratethe wide variety of layout and signature alterna-tives. Each brochure combines one option ofgraphic complexity with one level of signaturecontent, as described below.

Graphic Complexity Each horizontal row contains the same threeoptions of graphic complexity:

• On the left (1), a layout using program typographyand one photograph or illustration is shown.

• In the middle (2), a layout using program typogra-phy and multiple photographs or illustrations is shown.

• On the right (3), a layout using program typographyand a full-bleed photograph is shown.

Signature ContentEach vertical row contains the same four levels of signature content:

• At the top (A), the component or affiliate communicative name appears.

• Second from the top (B), the name “GE” plus ageneric name for the product or service appears.

• Third from the top (C), a secondary word mark* or (not shown) a secondary word mark* plus ageneric name for the product or service appears.

• At the bottom (D), a promotional slogan appears.

Each example in the matrix demonstrates oneoption of graphic complexity combined with onelevel of signature content. Together the examplesdefine all possible combinations of graphic signa-tures with other graphic and typographic elements.Select the combination that best accommodatesyour needs and develop your product literatureaccording to the guidelines on pages 02 and 03.

Graphic Complexity

1 Typography + one photograph

2 Typography + multiple photographs

3 Typography + full-bleed photograph

A 321

B 321

C 321

Signature Content

gGE Communicative Name

___________

gGE + Generic Name

___________

gSecondary Word Mark

____________

gGE Slogan

____________

SignatureContent

Graphic Complexity >

>D 321

*Do not use the name “GE” immediately preceding Company secondary word marks because such use would suggest thatanother company also has a product or service with the same secondary word mark. For example, use “Spacemaker®,” not “GE Spacemaker®.”

continued


244.05Product Literature Creative Matrix, continued

GE Appliances

e

A 1 2

2

2

3

3

B 1

C 1

3

2 3D 1

RefrigeratorsRefrigerators You Decorate to Your Personal Taste.


Models TFX-24E TFX-24RTFX-24F TFX-24S

GE Refrigerators

e

The Intelligent Choice!Refrigerators You Decorate to Your Personal Taste.



SpacemakerRefrigerators

e




The Intelligent Choice!

e

GE RefrigeratorsRefrigerators You Decorate to Your Personal Taste.



GE Appliances

e

PotscrubberElectronic Built-In DishwashersWith Durable PermaTuf Interior


Models: GSD2800D GSD2600D

GE Dishwashers

e

PotscrubberElectronic Built-In DishwashersWith Durable PermaTuf Interior



PotscrubberDishwashers

e

Electronic Built-In DishwashersWith Durable Permatuf Interior




e

PotscrubberDishwasher



GE Appliances

e

Spacemaker IIMicrowave OvenThe Intelligent Choice!

Models: JEM31E

GE Microwave Ovens

e



Models: JEM31E

Spacemaker IIMicrowave Ovens

e



Models: JEM31E


e

GE Spacemaker IIMicrowave Oven


Models: JEM31E

For an explanation of theproduct literature creativematrix, see page 04.

Examples from the creativematrix are shown and discussed on pages 06 to 09.

continued



The content of agraphic signature is themessage contained inthe signature typogra-phy. Placing a messagewithin a graphic signature emphasizesthe message. The firstlevel of signature content (the commu-nicative name of thecomponent or affiliate)is demonstrated in thisexample.

The typefaces used insignature typographyare Univers 68 and, ifneeded, Univers 48. As an option, ITC NewBaskerville Italic maybe used in product signatures. For moreinformation on the useand specification of signature typography,see document 131,Graphic Signatures, pages31 to 35.

Messages placed out-side a graphic signaturemay be emphasized byusing a large sizeand/or heavy weight ofprogram typographyand by accenting themwith color.


A1Signature Content:Communicative name in signature, generic name and tag line below

Graphic Complexity:Typography+ one photograph or illustration

The typefaces used out-side a graphic signatureare selected from theITC New Baskervilleseries for headlines andtext and from theUnivers series for accentssuch as captions andfolios. For more infor-mation on the use andspecification of programtypography, see docu-ment 133, Typography.

eGE Appliances

Models: TFX-24E TFX-24R TBX-23 SeriesTFX-24F TFX-24S TBX-20 Series

TBX-18 Series



continued


When it is necessaryto emphasize, differ-entiate, or structureinformation, use horizontal lines, bars,and bands. In theseexamples, bars areused

• at the top of the format,to contain the prod-uct line model num-bers in a consistentand useful position

• at the bottom of the format, to contain theCompany slogan in a consistent position(This slogan is typesetin Univers 68.)


A2Signature Content:Communicative name in signature, word mark and productinformation below

Graphic Complexity:Typography+ multiple photographs or illustrations

A3Signature Content:Communicative name in signature, word mark and sloganbelow

Graphic Complexity:Typography+ full-bleed photograph or illustration

Color can be usedto differentiate similar brochures.In these examples,color coding is usedin the bar containingthe model numbers.

Colors may beselected from the GE color palettes.For guidelines on the use of color, seedocument 132, Color.Color samples areavailable from the GE Identity Websiteor Hotline.

eGE Appliances

eGE Appliances



PotscrubberElectronic Built-In Dishwashers With Durable PermaTuf Interior



Model: JEM31E

continued


Information can beemphasized by using itin the signature typog-raphy. In the examplebelow, the name “GE”plus a generic name for a product or serviceis used in the graphic signature (the secondlevel of signature con-tent). On the right, the graphic signature contains a promotionalslogan (the fourth levelof signature content). Both examples demon-strate the same level ofgraphic complexity.

244.08Product LiteratureCreative Matrix, continued

B1Signature Content:GE + generic name in signature, slogan and tag line below

Graphic Complexity:Typography+ one photograph or illustration

D1Signature Content:Slogan in signature,generic name and tag linebelow


eGE Refrigerators


TBX-18 Series



eThe Intelligent Choice!


TBX-18 Series


GE RefrigeratorsRefrigerators You Decorate to Your Personal Taste.

continued


When multiple photo-graphs or illustrationsare used, they may besized and placed asdesired on the selectedgrid. Visual interest iscreated by using theseelements in differentsizes and shapes.Although the signatureMonogram can beemphasized by keepingthe left margin clear ofother graphic or typo-graphic elements, pho-tographs or illustrationsmay bleed left off theformat.

When a single photo-graph or illustration isused, it may bleed offall sides of the format.The area in the graphicsignature should beeven and unpatternedor subdued to maintainhigh legibility of thesignature.

244.09Product LiteratureCreative Matrix, continued

C2Signature Content:Word mark + generic name in signature, product information below

Graphic Complexity:Typography+ multiple photographs or illustrations

C3Signature Content:Word mark + generic namein signature, slogan below


eSpacemaker IIMicrowave Ovens

Model: JEM31E



ePotscrubberDishwashers

Model: GSD2800D GSD2600D

Electronic Built-In DishwasherWith Durable PermaTuf Interior


Product literaturecovers can appearless promotional by

• deemphasizing all typographic information

• using a small size and/or a light weight ofprogram typography

• subduing the typog-raphy with color

Signature Content:Communicative name in signature, product features below


244.20Product Literature Examples


eGE Power Delivery

Model: TM-91

Featuring:• Programmable Calendar• Time and Date Displays• Disk Sensing Optics• Test Mode• Liquid Crystal Display

When developing theinside of product literature, follow theseguidelines:

Use the cover grid for the inside layouts.Using the same gridthroughout a singlebrochure helps to unify the cover and the inside pages.

Do not use graphic sig-natures for page titles,subtitles, folios, or anydecorative purpose.In product literature,signature content islimited to the levelsdescribed on page 04.Graphic signatures may be used in productliterature only on thefront and back covers.

The five-column grid isshown for demonstrationpurposes only. No recommendation is impliedregarding the use of this grid in program applications.



Exclusively from GE

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat utwisi enim ad. Veniam, quis nostrudexerci tatio ullamcorper suscipit lobor-tis nisl ut aliquip ex ea commod. Autemvel eum iriure dolor in he drerit invulputate velit esse mol estie consequat,vel illum dolore eu feugiat nulla facilisisat vero er os et accumsan et iusto odio

dig nissim qui blandit praesent luptatum zzril delenit augue duis dolo re tefeugait nulla facilisi. Lorem ipsumdolor sit amet cosectetuer.

Programmed washing

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Er os et accumsan et iusto odio dig nis-sim qui blandit praesent lupta tum zzrildelenit augue duis dolo re te feugait.

...for Dependable PerformanceLook to GE...

Model WWA8350G

Model WWA8310G

Model WWA8320G

Model WWA8500G

Model WWA8600G

From delicates to hard-to-clean...andeverything in-between

Ipsum dolor sit amet, con sectetueradipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem veleum iriure dolor in he drerit in vulpu-tate velit esse mol estie consequat, velillum dolore eu feugiat nulla facilisis atvero er os et accumsan et iusto odio.

Nissim qui blandit praesent lupta tumzzril delenit augue duis dolo re te feu-gait nulla facilisi. Lorem ipsum dolor sitamet cosectetuerdelenit augue duisdolo re te.

Fabric softener dispenser

Adipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod.


Exclusively from GE

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dia non-ummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat utwisi enim ad. Veniam, quis nostrudexerci tatio ullamcorper suscipit lobor-tis nisl ut aliquip ex ea commod. Autemvel eum iriure dolor in he drerit invulputate velit esse mol estie consequat,vel illum dolore eu feugiat nulla facilisisat vero er os et accumsan et iusto odio

dig nissim qui blandit praesent luptatum zzril delenit augue duis dolo re tefeugait nulla facilisi. Lorem ipsumdolor sit amet cosectetuer.

Programmed washing

Con sectetuer adipiscing elit, sed dianonummy nibh euismod incid uutlaoreet dolore magna aliqua m eratvolutpat ut wisi enim ad. Veniam, quisnostrud exerci tatio ullamcorper sus-cipit lobortis nisl ut aliquip ex ea com-mod. Autem vel eum iriure dolor in hedrerit in vulputate velit esse mol estieconsequat, vel illum dolore eu feugiatnulla facilisis at vero

Er os et accumsan et iusto odio dig nis-sim qui blandit praesent lupta tum zzrildelenit augue duis dolo re te feugait.

...for Dependable PerformanceLook to GE...

Model WWA8350G

Model WWA8310G

Model WWA8320G

Model WWA8500G

Model WWA8600G

From delicates to hard-to-clean...andeverything in-between

Ipsum dolor sit amet, con sectetueradipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem veleum iriure dolor in he drerit in vulpu-tate velit esse mol estie consequat, velillum dolore eu feugiat nulla facilisis atvero er os et accumsan et iusto odio.

Nissim qui blandit praesent lupta tumzzril delenit augue duis dolo re te feu-gait nulla facilisi. Lorem ipsum dolor sitamet cosectetuerdelenit augue duisdolo re te.

Fabric softener dispenser

Adipiscing elit, sed dia nonummy nibheuismod incid uut laoreet doloremagna aliqua m erat volutpat ut wisienim ad. Veniam, quis nostrud exercitatio ullamcorper suscipit lobortis nislut aliquip ex ea commod.



Product literature ofdifferent shapes andsizes can be interrelatedby following the guide-lines for product litera-ture on pages 02 and 03.

In this example, a gridsuited to the narrowformat is used, and allelements are propor-tionally reduced tomaintain the same scalerelationships estab-lished in the exampleson the previous pages.


eSpacemaker IIMicrowave Ovens

Model: JEM31E



On the back of product brochures,a graphic signaturemay be combinedwith the addressblock. As shown inthe example,

• the address block istypeset in Univers 48and positioned belowthe Laser Line

• the Laser Line bleedsleft off the formatwhenever possible

• the entire unit is positioned on the gridin an asymmetricallayout; avoid center-ing the signatureMonogram or thegraphic signature inthe format

Another example of the back of a brochureusing this signature and address blockappears in document 243, Promotional Brochures,page 25.




Copenhagen, Frankfurt, LondonMadrid, Seoul, Toronto

GE Medical Systemse




Specification sheets aredeveloped according to the guidelines forproduct literature onpages 02 and 03.

In this example, thecover layout is identicalto the cover used in theaccompanying full-color product brochure;however, to differentiatethe specification sheet,it is reproduced in black and white.

244.50Specification Sheets

eGE Appliances


TBX-18 Series



continued


When a large numberof specifications arepresented on a smallnumber of pages, thespecifications can beginon the cover or frontpanel. In this case, thegraphic signature, con-taining the name of theproduct or service, canbe featured in a headerband, preferably bledoff the top, right, andleft edges of the format.Included in this band isa bar featuring the title“Fact Sheet,” typeset inUnivers 68. Either theheader band or the titlebar may be color coded.

244.51Specification Sheets, continued

eGE Director Mk 82/Control Mk 200

Fact Sheet

Figure1. Director GroupMk 81 consists of DirectorMk 82 (with Antenna AssemblyAS-3444/SPG-62), left, andControl Mk 200, right.

continued

Lorem ipsum dolor sit amet, con sectetuer adipiscingelit, sed dia nonummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat ut wisi enim ad.Veniam, quis nostrud exerci tatio ullamcorper suscipitlobortis nisl ut aliquip ex ea commod.

Autem vel eum iriure dolor in he drerit in vulputate velitesse mol estie consequat, vel illum dolore eu feugiatnulla facilisis at vero er os et accumsan et iusto odio dignissim qui blandit praesent lupta tum zzril delenit augueduis dolo re te feugait nulla facilisi. Lorem ipsum dolorsit amet cosectetuer. Veniam, quis nostrud exerci tatioullamcorper suscipit lobortis nisl ut aliquip ex ea com-mod. Autem vel eum iriure dolor in he drerit in vulpu-tate velit esse mol estie consequat.

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Lorem ipsum dolor sit amet, con sectetuer adipiscingelit, sed dia nonummy nibh euismod incid uut laoreetdolore magna aliqua m erat volutpat ut wisi enim ad.

Nibh euismod incid uut laoreet dolore magna aliqua merat volutpat ut wisi enim ad. Veniam, quis nostrudexerci tatio ullamcorper suscipit lobortis nisl ut aliquipex ea commod. Autem vel eum iriure dolor in he dreritin vulputate velit esse mol estie consequat, vel illumdolore eu feugiat nulla facilisis at vero.

Er os et accumsan et iusto odio dig nissim qui blanditpraesent lupta tum zzril delenit augue duis dolo re tefeugait nulla facilisi. Lorem ipsum dolor sit amet.

Cosectetuer. Veniam, quis nostrud exerci tatio ullamcor-per suscipit lobortis nisl ut aliquip ex ea commod.Autem vel eum iriure dolor in he drerit in vulputate.

Advantages• 63% estie consequat, vel illum dolore eu feugiat nullafacilisis at vero er os et accumsan et iusto odio dig nissimqui blandit praesent lupta tum zzril delenit augue duis.

• dolo re te feugait nulla facilisi. Veniam, quis nostrudexerci tatio ullamcorper suscipit ommod. Autem veleum iriure dolor cosectetuer.Lorem ipsum dolor sitamet, con sectetuer adipiscing.


The typefaces used out-side a graphic signatureare selected from theITC New Baskervilleseries for headlines andtext and from theUnivers series foraccents such as captionsand folios. For moreinformation on the use and specification of program typography,see document 133,Typography.

Tabular matter may be typeset in either ITC New Baskerville or Univers.

244.52Specification Sheets, continued

GE Aircraft Engines

gGeneral Electric Company1 Neumann Way, Cincinnati, OH 45214

MCB-2 2/85-500Printed in USA

Table I. Summary Comparison

GE Appliances

eGeneral Electric CompanyLouisville, KY 40225

Mk 73 Mod 4 Mk 82/Mk 200

Mount weight 7600 lb (3447 kg) 2800 lb (1270 kg)

Antenna aperture 7.5 ft (2.3 m) 7.5 ft (2.3 m)

Control weight 2100 lb (953 kg) 1600 lb (729 kg)

Peak power 63 kVA pf 0.86 37 kVA pf 0.74

Average power ~30 kVA, 60 Hz + 400 Hz 24.5 kVA pf 0.38, 6 Hz + 400 Hz

ORTS No Yes

Gyros A.c. (heated)* D.c. (heater-less)

Brakes Hydraulic Electric

Horizon search rate 57º/s 72º/s

Reliability (calculated) 950 hr MTBF,* 2 hr MTTR 2,000 hr MRBF, 2 hr MTTR

Gyro block Long lines to electronics* Includes electronics

Data readouts ± 1 min ± 1 min

Slipring 259 rings* 145 rings

Acceleration 2 rad/s2 in limited wind 2.5 rad/s2 in max. wind

Tracking torque Not adequate for max. wind and ice Adequate for max. wind and ice

Secant & limit function Potentiometers Electronic

Rate Accuracy 0.5 mrad/s or 1% of local rate value

Maintenance skill level FTM1 FTM3

Field adjustments Servo and gyro* None

*AEGIS-developed improvements have been incorporated into the Mk 73 Mod 2 and Mk 73 Mod 5 designs.

GE WashersOn the back of every General Electric washer you’ll find the green dot of quality. It is applied only

after critical washer components and circuits are thoroughly checked for quality and performance. Its

your assurance that your new General Electric Home Laundry appliance has passed every test for

Quality Operation.

1. Simple convenient controls.

2. Rear self-leveling legs.

3. Durable porcelain-enamel finish top, tub, lid and

basket.

4. Rugged GE transmission. Has all metal gears. No

plastic or stamped gears.

5. Perforated wash basket—A special programmed

hole pattern helps provide effective removal of soils

and detergent scum.

6. Heavy duty GE motor. Never needs lubrication.

7. Turbo-type pump. Wide (1/2”) impeller clearance

eliminates the need for pump guards. Runs at full

speed, regardless of wash cycle or speed selection.

8. Balance load control. “No springs” cable sus-

pension system allows unbalanced loads to be

washed and rinsed without machine stopping. No

off balance switches or buzzers.

Drawing does not reflect new Spotscrubber System

on models WWA8600G and WWA8500G.

Automatic Washer FeatureSelection

FEATURES: WWA8600G WWA8500G WWA8350G WWA8320G WWA8310G WWA8300G WWA7070G WWA7050G WWA5800G

Mini-Basket™ tub • • • • •

Potscrubber • •

Bleach Dispenser • • • • •

Fabric Softener Dispenser • • • •

Capacity Extra Large Extra Large Extra Large Extra Large Extra Large Extra Large Large Large Large

Wash/Spin Speeds 4 Programmed 3 3 2 2 1 3 2 1

Wash/Rinse Temp. Comb. 4 4 4 4 3 3 3 3 3

Mini-Quick™ cycle • • • •

Reg. Cycle w/Extra Rinse • •

Knits Cycle • • • • • • •

Permanent Press Cycle• • • • • • • • • •

Extra Rinse Cycle •

Filter-Flo® system • • • • • • • • •

Water Level Options Variable Variable Variable 4 3 4 Variable 3 4

Activated Soak Cycle • • • • • • • • •

Approx. Ship. Wt. (lbs.) 238 238 234 231 225 220 228 224 222

Dimensions (HxWxD) in inches 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25 431⁄2 x27x25

Colors Available WH, AD, DS, SL WH, AD, DS, SL WH, HA, DS, WH, AD, DS WH, AD WH, AD, DS WH, AD, DS, WH, AD, DS WH, ADSL, AD SL, HA

Customer InformationInstallation must conform with all governing

codes and ordinance requirements. See complete

instructions packed with washer.

Electric Requirements115V, 600Hz. An individual, properly grounded,

15-amp, branch circuit is required.Before purchasing theseappliances, read importantenergy cost efficiency informationavailable from your retailer.

ULGood Housekeeping


Use & Care Guidesare developed accord-ing to the guidelinesfor product literatureon pages 02 and 03.

To standardize thetitling of thesebrochures, followthese guidelines:

• The phrase “Use &Care Guide” isreversed from a barat the bottom of thecover or front panel.

• The model numberis reversed from a barat the top of thecover or front panel.

• The graphic signa-ture contains thename of the product.

244.60Use & Care Guides

The price category of the productsdetermines how theguides are reproduced.

• For low-end or medium-range products, useblack and white only.

• For high-end products,use two colors.

• For premium products,use four-color process.

eCF 2000 CarFoneCellular Mobile-Telephone

Model: LBI-31598B

Use & Care Guide

Record Serial Number:According to some state laws, and in the event service should be required, you mary need both Model andSerial Numbers. Please record the Serial Number (located on the bottom of the unit) in the space below.

Serial Number __________________________________________

Read Instructions Before Using. Retain This Guide for Future References.

gCF 2000 CarFoneCellular Mobile-Telephone

Model: LBI-31598B

Record Serial Number:

According to some state laws, and in the event service should be required, you mary need both Model and

Serial Numbers. Please record the Serial Number (located on the bottom of the unit) in the space below.

Serial Number __________________________________________

Read Instructions Before Using. Retain This Guide for Future References.

Use & Care Guide

Mat

eria

lsPr

omot

iona

lThese guidelines apply to all promotional materials,including

• point-of-sale materials• special promotions at the point of sale• direct mail• novelties and T-shirts

used by the Company and its• components• subcomponents• licensed affiliates

to promote• themselves• their internal projects and programs• the GE brand of products and services

In addition to providing a plan for featuring the elements of the GE Identity Program in promotional materials, these standards havebeen created to


• streamline and modernize the appearance ofpromotional materials by eliminating unneces-sary or outdated graphic elements

• communicate specific attributes of high technol-ogy, dynamism, innovation, and professionalism

• unify the promotional materials of all GE

components and licensed affiliates so that eachdraws from and contributes to the strength ofthe GE identity



245

GE Identity Program

g

GE Identity Program 245, Promotional Materials GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Promotional MaterialsContents

245.01

Signature Guidelines 245.02

Point-of-Sale Materials 245.10

Special Promotions at the Point of Sale 245.30

Direct MailGuidelines 245.40Examples 245.41

Novelties 245.50

T-Shirts 245.60


Promotional MaterialsSignature Guidelines

245.02

In all promotionalmaterials, use agraphic signaturewhenever possible.

Follow these generalguidelines:

• Use all three elements of a graphic signature:- the signature Monogram*- signature typography- the Laser Line

Where there is no room or need for signaturetypography, the Monogram may be used alone.

• Construct graphic signatures according to theguidelines in document 131, Graphic Signatures.

• Whenever possible, bleed the Laser Line left offthe promotional format. When this is not possi-ble, begin the Laser Line at the left margin orflush with the left edge of the Monogram.

• Keep the clear space within and surrounding thesignature free from typography, photographs,illustrations, thematic graphics, conflicting patterns, or the edge of the item. For more infor-mation on the minimum clear space required for each signature, see document 131, GraphicSignatures, pages 10 to 18.

• Reproduce graphic signatures in correct colors,according to the guidelines in document 132, Color.

• Use these signatures in promotional materials:

- Primary signature. Because the primary signatureis preferred in all program applications, its use inpromotional materials helps to relate this mediato others such as advertising, product literature,and packaging. When space is limited, the othergraphic signatures may be used. For more information, see document 131, Graphic Signatures,pages 11 and 12.

- Compact signature. The compact signature isidentical to the primary signature except that thesignature elements may be positioned closer toeach other. For more information, see document131, Graphic Signatures, pages 13 and 14.

- Vertical signature. This signature may be usedwhen the promotional format is narrow or whenvertical emphasis is desired. The signature typography is aligned flush left with the signatureMonogram; do not center the signature Monogram above the signature typography. For more information, see document 131,Graphic Signatures, pages 15 and 16.

- Special signatures. These signatures may be usedwhere space is limited or where legibility from a great distance is required. In these signatures,the typography is horizontally aligned with eitherthe center (signature A) or the base (signatureB) of the signature Monogram. Note: In promo-tional materials, special signatures must consistof all three signature elements. For more information, see document 131, Graphic Signatures,pages 17 and 18.

gGE Typography

gGE Typography

gGE Typography

g GE Typography* GE Logo Font, a custom font that contains, instead of the

alphabet, all versions of the signature and Dynamic Monograms,is available to all GE employees and their suppliers from the GE Identity Website or Hotline.


Sale!

Point-of-Sale Materials 245.10

When preparing point-of-sale materials, follow these guidelines:

• Relate the layout and color of point-of-sale materials closely to that used in accompanyingpromotional brochures and product literature, as shown in the examples.

For guidelines on print materials, see documents - 243, Promotional Brochures- 244, Product Literature.

All exhibits on this page show the graphic signa-ture at the top of the format. However, when it isappropriate or necessary, the signature mayappear at the bottom.

• Position copy, such as product features, andgraphic support elements, such as photographsor illustrations, outside the graphic signature.

• Use Univers 68 for the slogan “We bring goodthings to life.” whether it appears within or outside a graphic signature.

• For all other typography outside a graphic signature, use either the Univers or ITC NewBaskerville series. For more information, see document 133, Typography.

• Use colors according to the guidelines in docu-ment 132,Color. That document and color samplesare available from the GE Identity Website orHotline.

• Use rules, bars, and bands to structure, differentiate, and emphasize information.

• For graphic support, use- the Dynamic Monogram (For more information,

see document 134, Dynamic Monogram.)- thematic graphics

continued

eGE Appliances

Big Savings on SelectedGE Major Appliances

Poster

$

$

$

Was

Now Only

SAVE

Sale!

eGE Appliances

Hang tagProduct brochure

GE Appliances

e





Point-of-Sale Materials, continued 245.11

e Space Center 27Electronic Controls • Refreshments Center • Quick Serve

Counter card

e Soft White SoftPleasingLight

Display header band

eWe bring good things to life.

More thana product

• Written WarrantyProtection

• Prompt Reliable Service• The GE Answer Center

Service• Convenient Credit• Do-It-Yourself Help

Promotional label

• When the space in a point-of sale format isseverely limited or when legibility is required at agreat distance, one of the special signatures maybe used as shown in the examples. For moreinformation, see document 131, Graphic Signatures,pages 17 and 18.


Special Promotions at the Point of Sale 245.30

These guidelines covera wide range of promo-tions such as contestsand sweepstakes, includ-ing materials such as

• posters• banners• product pre-packs• aisle displays• special panels on

packages• “shelf-talkers”• mobiles

Special promotions are often used to promptimmediate action from consumers. As a result,they need to convey more information and havemore impact than a typical product sign, salesdisplay, printed piece, or other promotion.

These guidelines help to achieve the objectives of special promotions while protecting andenhancing the GE identity through clear, consistent communications developed accordingto GE Identity Program standards.

Special promotions present unique challenges tothe designer. For example, when non-GE prod-ucts are used in an illustration, it is necessary tomake clear that GE is sponsoring the promotion.

Such challenges can be successfully addressed byfollowing the basic standards of the GE IdentityProgram and using simple, uncluttered layouts.

Common Design Problems in Special Promotionsat the Point of Sale, & Possible Solutions

• Odd shapes and sizesUse the signature best suited to the format. Forlong horizontal formats, use a compact signatureor one of the special signatures. For tall verticalformats, use the vertical signature. For moreinformation, see document 131, Graphic Signatures.

• Multiple graphic support elements such as - illustrations - product photographs - three-dimensional materials (such as coupon

pads and dummy packages) - type blocks (such as body copy, calls-to-action,

addresses, rules, and disclaimers)

- Select one dominant visual element and position itand other elements in an asymmetrical layout (as in all other GE Identity Program applications).

- Align the signature with strong verticals such as copyblocks or elements in a photograph or illustration.

- Balance the size and placement of the signature withother layout elements. Overall, the layout should besimple, clean, and orderly. It should be easy tofollow, communicating its message at a glance.

• Photographs and illustrations of non-GE productsand packaging (used, for example, as prizes orpremiums)

Use the graphic signature and other GE IdentityProgram standards to make it clear that GE issponsoring the promotion.

• Colored backgrounds

- Against white or very light grey backgrounds, use thecorporate colors, Platinum Grey and Laser Red,in the graphic signature. In four-color process,for Platinum Grey, use a 40 percent screen tint of black (minimum 133 lines); for Laser Red, use solid magenta/yellow.

- Against other colors, signatures should be reversedin white or overprinted in black. If the backgroundcolor provides sufficient contrast, use Laser Redin the Laser Line. For more information, seedocument 132, Color.

Although there is no typicalexample of a GE special promotion at the point of sale,this example demonstrateshow many common chal-lenges encountered in themedium may be handled.

We bring goo things to life.g

Get a calendar for the Peanuts®

Gang’s 40th Birthday.

GE keepsyou reading

in the properlight.

GE Reader Light

SnoopyCalendar

Offer

Lorem ipsum olor sitarmet lorem ipsum olor sit ipsum olor sit armet lorem ipsum olor sit armet. (See back for details)


Direct Mail Guidelines 245.40

Among promotional media, none employs somany diverse formats as direct mail. To get theattention of target audiences and elicit theproper response, GE marketing communicatorshave mailed everything from postcards and flyersto unwrapped hockey sticks.

Several characteristics differentiate direct mailfrom other promotional media. Some direct mailconcepts rely on intrigue to lead a reader intoand through a piece. Some use borrowed interest.Others are effective because of their dramaticcontrast to typical mail.

One primary need is to delay identifying GE

as the source of the direct mailer. To satisfy thisneed in the context of the GE Identity Program, follow these simple guidelines:

• Until GE is identified as the source of the product or service offering, the standards of the GE IdentityProgram do not apply.

• When GE is revealed as the source of the product orservice offering (on the page or double-page spreadwhere the word “GE” is first used), all standards ofthe GE Identity Program apply. At that point,

- use a graphic signature to display the name of the product, service, component, or affiliate, forexample (For more information, see document131, Graphic Signatures.)

- use color according to the guidelines in document132, Color

- use program typography:· Use ITC New Baskerville in all headlines and text.· Use the Univers series for typographic accents such as captions and folios. For more information, see document 133, Typography.

The examples on the following pages illustratethe varying degrees of this need to delay identify-ing GE and how, in each case, it is met within thescope of the GE Identity Program.

When preparing directmail materials, followthese guidelines.


c

Direct Mail Examples 245.41

This direct mail brochure uses a prominent displayof the graphic signature to immediately establishthe GE identity.

Where Added ValueIs Only The Beginning.

GE CapitalFleetServicesCellularTelephoneProgram

e GE CapitalFleet Services

This direct mailer from GE Medical Systems deliberately avoids component identificationand uses the Dynamic Monogram to suggest what follows, leading readers into the inside. Becausethe Dynamic Monogram identifies GE as the productsource, the headline is set in the program typeface,ITC New Baskerville.

We’renotjust

handingyoualine.


Direct Mail Examples 245.42

In these direct mailbrochures, GE AmericanCommunications features satellites. Eachmailer uses a historicalanalogy to set up thesales message that isdelivered inside thepiece on a pullout insertbearing the graphic signature.

Because GE is not iden-tified as the source of the service until theinside, no element ofthe GE identity is usedon the covers.


Novelties 245.50

When developingnovelties to promotethe Company and its components andlicensed affiliates,internal projects orprograms, and theGE brand of productsor services, followthese guidelines:

• Use a graphic signa-ture whenever possi-ble. For signatureconstruction guide-lines and drawings,see document 131,Graphic Signatures.Where there is noroom or need for signature typography,the Monogram maybe used alone.

• Place the most impor-tant information,such as the commu-nicative name of thecomponent or affili-ate, in the signaturetypography.

• In the signaturetypography, useUnivers 68 and, ifneeded, Univers 48.As an option in product signatures,you may use ITC

New Baskerville.For more information,see document 131,Graphic Signatures,pages 31 to 35.

• Outside the graphicsignature, use ITC New Baskervilleor Univers for alltypography. For moreinformation, see doc-ument 133, Typography.

• Reproduce graphicsignatures in correctcolors, according todocument 132, Color.


T-Shirts 245.60

When designing T-shirts for promo-tional or commemo-rative events, followthese guidelines:

• Use a graphic signature containing one of thefollowing:

- the communicative name of the component or affiliate - a promotional message such as a slogan - a combination of a communicative name and

a promotional message- a generic name for a product

or service- a secondary word mark- a secondary word mark plus a generic name for

a product or service

For more information on graphic signatures, see document 131, Graphic Signatures.

mg

GE Fairfield


• Place the graphic signature at the top of the T-shirt with any additional graphic or typographicelements placed below the signature. On theback, a graphic signature containing the same ora different message may be used, if desired.

• Reproduce the graphic signature in correct colors.For more information on the use of color ingraphic signatures, see document 132, Color.

• Use Univers 68 and, if needed, Univers 48 forany typographic information appearing outsidethe signature. This typography may overprint thegraphic support elements discussed on page 61.

continued


T-Shirts, continued 245.61

• Do not use - group, division, department, program, or other

organizational logotypes, symbols, or icons- other logotypes, symbols, or icons

Instead, use graphic support elements.

• For graphic support, use either

- the Dynamic MonogramUse the Dynamic Monogram alone; do not com-bine it with other elements of graphic supportsuch as photographs or illustrations. Generally,reproduce the Dynamic Monogram in a color oflow contrast to the background. For more infor-mation, see document 134, Dynamic Monogram.For the Dynamic Monogram, use GE Logo Font,available from the GE Identity Website or Hotline.

- a relevant thematic graphicThis graphic may be a photograph or illustration,normally reproduced in colors of low contrast to the background, as shown on page 62.

continued

b

gGE Silicones

Open House and Family DayOctober 12, 2002


T-Shirts, continued 245.62

• When using a color other than white, black, Platinum Grey, or Laser Red in the background(or dyed in the T-shirt fabric), you may select thecolor from the GE color palettes. For more infor-mation on color, see document 132, Color. Colorsamples are available from the GE Identity Hotline.


Conditionedto Win.

The GE exhibit program is used by the Companyand its

• components• subcomponents• licensed affiliates

for all tradeshow exhibits.

In addition to providing a plan for featuring the GE identity in exhibits, the exhibit programhas been created to

• standardize the best practices developed acrossthe Company

• communicate specific attributes of global leadership, innovation, and high technology



• unify the exhibits of all GE components andlicensed affiliates so that each draws from andcontributes to the strength of the GE identity

• establish and maintain sound trademark practices

• reduce cost through the use of - common design standards and exhibit elements - a single-source supplier

Exhi

bits.

247

GE Identity Program

g

Exhibit ProgramContents

247.00.01

GE Identity Program 247, Exhibits GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Section 01: OverviewIntroduction 247.01.01Typical Exhibits 247.01.02Exhibit Supplier Contacts 247.01.07Glossary 247.01.10

Section 02: Tradeshow PlanningIntroduction 247.02.01Project Scheduling Outline 247.02.02Sample Project Schedule 247.02.04Budgeting 247.02.10

Section 03: Portable ExhibitsIntroduction 247.03.01Standing Exhibit 247.03.03Tabletop Exhibit 247.03.04

Section 04: Modular ExhibitsIntroduction 247.04.01Linear Exhibits 247.04.02aIsland Exhibits 247.04.27aCross-Aisle Exhibits 247.04.54

Section 05: Modular Exhibit ElementsIntroduction 247.05.01Wall Panels 247.05.02Posts 247.05.03Beams 247.05.04Lightwalls 247.05.05Ceiling Panels 247.05.06Shelves 247.05.07Cabinets & Counters 247.05.08Wall Lights 247.05.09Light Bars 247.05.10

Section 06: Typical Exhibit GraphicsIntroduction 247.06.01Exhibit Colors & Materials 247.06.02Graphic Hierarchy 247.06.04Standard Graphic Signature Overlays 247.06.06Sizes of Graphic Overlays 247.06.07Background Formats 247.06.08Graphics Above 8' 247.06.10

Section 07: Typical Exhibit CostsIntroduction 247.07.01Services 247.07.02Element Use Costs 247.07.03Exhibit Use Costs 247.07.04

Section 08: Exhibit Order FormsGeneral Guidelines 247.08.01Portable Exhibit Order 247.08.02New Tradeshow Alert 247.08.03

01

02

03

04

05

06

07

08

01 Section 01: OverviewIntroduction

247.01.01

HistoryThe GE exhibit program was developed by a team with worldwide experience in planning,designing, and mounting tradeshow exhibits.Composed of specialists from throughout theCompany and lead by an exhibit consultant, the team identified activities common to GE businesses that, if standardized, could helpreduce costs while enhancing quality.

Using surveys, needs analysis, and in-field studies,the GE exhibit team made observations thatresulted in the program objective.

Observations• The GE name and Monogram are universally

recognized.• At most North American exhibitions, GE is

recognized as a leader, and goodwill is high.• Outside North America, where GE is less known,

the GE name and identity need reinforcement.• Duplicate and redundant exhibit activities

among the GE businesses result in unnecessarilyhigh costs Company-wide.

• Separate exhibit programs maintained by each GE business result in fragmentation of theGE image.


ObjectiveCreate a global exhibit program that is

• composed ofan exhibit planning process- a set of basic, high-quality, interchangeable,

and reusable exhibit elements• managed by one global supplier to - ensure high quality and continuity of the GE

identity around the world- reduce operational costs

Features To accomplish the stated objective, the exhibitprogram provides

• a detailed planning process, outlined on pages02.02 and 02.03 and available as a template inthe Company’s computer scheduling program, as shown on pages 02.04 to 02.07. This step-by-step process covers all activities required for most tradeshows.

• a single-source supplier to ensure quality andcontrol cost (see page 01.07)

• this guide to help plan, budget, lay out, anddesign GE exhibitions (additional copies areavailable from the GE Identity Website or Hotline)

• a variety of physical elements, sized to meet therequirements of most tradeshows, as shown inthe examples of typical exhibits on pages 01.02to 01.06 (for more examples, see Section 04: Modular Exhibits)

01 Section 01: OverviewTypical Exhibits

247.01.02

Tabletop exhibits,shown in the exampleat the left, are light andeasy to carry and set up.

continued


Tabletop exhibit

01 Section 01: OverviewTypical Exhibits, continued

247.01.03

The standing portableexhibit, shown in theexample at the left, can be shipped as anovernight package.

continued


Portable exhibit


247.01.04

Modular exhibits,with walls, cabinets, display surfaces, andoverhead post-and-beamstructures, isolate andhighlight areas whilecontrolling light andsightlines, as shown in the examples above and on pages 01.05 and 01.06

continued


Linear configuration(also known as an aisle or inlineconfiguration)


247.01.05

Engineered for ease ofuse and manufacturedwith high-quality materials, the modularelements permit a variety of exhibit configurations to suit a wide range of budgets.

continued


Medium island configuration


247.01.06

Storage, audiovisual,lighting, and specialproduct presentationunits are available to adapt the modularexhibits to the par-ticular requirements of each exhibitor.


Large island configuration

01 Section 01: OverviewExhibit Supplier Contacts

247.01.07

For assistance in executing a GE exhibit,contact the accountmanager assigned toyour business, shown in the chart on the following page.


Expotechnik has beendesignated throughGE’s formal bid processas the single-source sup-plier for all GE exhibits.With headquarters inAtlanta, Georgia, andFrankfurt, Germany,Expotechnik managesthe GE exhibit programthroughout the world.

Expotechnik Offices

Atlanta1300 Northbrook Pkwy., Suite 150Suwanee, GA 30024800 989-8277, 770 277-1120Fax: 770 277-1920

GermanyAarstraße 176, Taunusstein 165232 Germany49-6128-2690, Fax: 49-6128-21546

Expotechnik Managers

Director, GermanyPeter Soschinski

General Manager, United StatesJim Dock (pager: 888 206-1736)[email protected]

Operations Manager & Special ProjectsJohn Pomper (pager: 888 206-1756)[email protected]

Design ManagerFrank Emde (pager: 888 204-0886)[email protected]

Planning Logistics ManagerSteve McIntire (pager: 888 206-1761)[email protected]

Expotechnik Account Managers

Larry Oley (pager: 888 206-1754)[email protected]

LeeAnn Ryan (pager: 888 206-1760)[email protected]

Rick Schoof (pager: 888 206-1759)[email protected]

Eric Snyder (pager: 800 480-3815)[email protected]

continued

Note: GE CorporateMarketing Communica-tions oversees the GE exhibit program. To provide feedback onthe designated exhibit supplier, contact:

Daphne EdwardsManager – GE Identity ProgramGE Corporate Marketing Communications3135 Easton TurnpikeFairfield, CT 06431203 373-3041, DC: 229-3041Fax: 203 373-3247, DC: [email protected]

01 Section 01: OverviewExhibit Supplier Contacts, continued

247.01.08

GE Business

GE Aircraft EnginesGE Appliances• GE Appliances Retail National AccountsGE Capital Services • Employers Reinsurance • Financial Guaranty Insurance (FGIC)• GE American Communications (Americom)• GE Capital Aircraft/Public Finance• GE Capital Auto Financial Services• GE Capital Aviation Service• GE Capital Commercial Equipment Financing

- GE Capital Small Business Finance• GE Capital Commercial Finance• GE Capital Commercial Real Estate Financing• GE Capital Consumer Financial Services• GE Capital Consumer Savings & Insurance

- Great Northern Annuity (GNA)- Flood Services- Insurance Services

• GE Capital Equity Capital• GE Capital Fleet Services• GE Capital Global Consumer Finance• GE Capital Modular Space• GE Capital Mortgage• GE Capital Railcar Services• GE Capital Retailer Financial Services• GE Capital Spacenet Services• GE Capital Structured Finance• GE Capital Technology Management Services

- GE Capital Computer Rental Services• GE Capital Transport International Pool (TIP)• GE Capital Vendor Financial Services• Genstar Container• Penske Truck Leasing• Union Fidelity InsuranceGE Corporate • GE Automotive• GE Business Information Center• GE Corporate Research & Development• GE Investments• GE University RecruitingGE Electrical Distribution & Control • GE Power DeliveryGE Information Services


Expotechnik Account Manager

Rick Schoof or Jim DockEric Snyder or Steve McIntireLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLarry OleyLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanRick SchoofLeeAnn RyanLeeAnn RyanLeeAnn RyanRick Schoof or Jim DockLeeAnn RyanLeeAnn RyanLeeAnn RyanLeeAnn RyanRick SchoofRick SchoofRick Schoof

For assistance in executing a GE exhibit,contact the accountmanager assigned toyour business, shown in the chart at the rightand on the followingpage. Pager numbersfor each manager are provided on the preceding page.

Note: If your business is not listed, contact the Atlanta office forassistance:800 989-8277 770 277-1120Fax: 770 277-1920

continued

Section 01: OverviewExhibit Supplier Contacts, continued

247.01.09

GE Lighting• GE Lighting Systems• GE Quartz• GE Wiring Devices & Specialty ProductsGE Medical SystemsGE Motors & Industrial Systems• GE Fanuc AutomationGE Plastics• GE Electromaterials• GE Petrochemicals• GE Silicones• GE Specialty Chemicals• GE Structured Products• GE Superabrasives• PolymerlandGE Power Systems• GE Environmental Services• GE Global Power Generation Services• GE Nuclear Energy• GE Power Systems Energy Consulting• Nuovo PignoneGE SupplyGE Transportation SystemsNBC


01

GE Business Expotechnik Account Manager

Rick SchoofRick SchoofRick SchoofRick SchoofLarry OleyRick SchoofLarry OleyRick Schoof or Jim DockRick SchoofRick SchoofRick SchoofRick SchoofRick SchoofRick SchoofRick SchoofLarry OleyLeeAnn RyanLarry OleyRick SchoofLarry OleyLarry OleyRick SchoofLarry OleyRick Schoof

01 Section 01: OverviewGlossary

247.01.10

banner graphicsa custom graphic element hung from a beam orplaced between posts, used to display graphicssuch as the GE identity elements (for example,the graphic signature and the Dynamic Mono-gram) in a large format

beam the extruded aluminum horizontal member usedto connect posts and form the framework to affixceiling panels, light fixtures, and graphics, availablein six lengths: 2m, 3m, 4m, 5m, 6m, and 7m

cantilever ceiling armthe aluminum element that projects from a post or beam to support a ceiling panel, used whenthe panel is connected on only one side

ceiling panel the module of translucent white cloth used withposts and beams to control exhibit lighting whilemaking the exhibit attractive and inviting, available flat or arced in a variety of sizes up to3m x 3m

connectorthe cast aluminum piece used to join

• wall frames to each other and to posts and beams• posts and beams to each other

(See also flexible connector and 90° connector.)

cross-aisle exhibita configuration using two aisle spaces directlyacross from one another

door panelthe module having the same dimensions as andused in place of a wall panel to provide access tostorage areas or privacy in conference rooms

double-deck exhibita configuration with a second level having atleast one set of stairs, which—for tradeshowsheld in the United States and thus subject to theAmericans with Disabilities Act—requires either

• a wheelchair-accessible ramp or elevator• the provision of all second-level activities also on

the first level


element use costthe rental fee for an individual exhibit elementin a single tradeshow

end coverthe finishing piece used on the exposed side or top of a wall panel to hide, for example, electricalwires and electronic cables

exhibit use costthe total rental fee for all the elements used in a single tradeshow

flexible connectorthe cast aluminum piece used to join two wallpanels at an angle greater than 90°

foundation railthe extruded aluminum piece, 4" in height, usedat the bottom of a wall panel to provide stability (Note: A foundation rail is included in the wallpanel element use cost.)

graphic railthe extruded aluminum piece used with a wall panel to hold a light box, text, photograph,product, or specialized panel

headerthe top 14" of a wall panel or the module used at the top of custom-height walls built from individual wall panels, used to display, for example,the graphic signature, available in two standardcolors: light grey and white(For approximations of the standard colors andrecommended custom colors, see Section 06:Typical Exhibit Graphics, “Exhibit Colors &Materials,” page 06.02.)

continued

01 Section 01: OverviewGlossary, continued

247.01.11

individual wall panelthe module used to create a custom-height wall,available in sizes with the same width as eitherthe full wall panel (39”) or the half-wide wallpanel (19”), but only one section in height (39”)and capable of being assembled up to four panels high using connectors(Note: Foundation rails and end covers can beattached to individual wall panels.)

island exhibit a configuration providing access from all sides,which generally affords greater height and accessibility than linear exhibits but is not alwayspermitted by tradeshow management

light fixtureany of the sources of artificial illumination, including

• the two basic sources:- the light bar, attached to a beam, containing a

series of low-voltage lamps, either· downlights to provide general illumination· tracklights to highlight products or graphicsavailable in two sizes: 2m or 3m

- the wall light, attached to a wall panel, containinga low-voltage lamp to light a product or graphicson walls, available in lengths from 18" to 42"

• the two special-use sources:- the spot special- the directional halogen lamp

lightwallan internally illuminated curved structure with a translucent white surface used in addition to or in place of wall panels to

• provide lighting• make the exhibit attractive and inviting• provide a pleasing contrast between the curved

surface of the lightwall and the right-angle structure of the modular exhibit elements

• display the GE identity elements such as thegraphic signature and Dynamic Monogram in alarge format

linear exhibit (also aisle exhibit or inline exhibit)a configuration defined by an aisle on one sideand other exhibits or walls on three sides

modular exhibit elementany of the lightweight, interchangeable, reusableand easy-to-assemble parts that form the physicalbasis of the GE exhibit program


90˚ connectora cast aluminum piece that joins wall panels atright angles; specifically, a

• 2-way connector attaches two wall panels• 3-way connector attaches three wall panels• 4-way connector attaches four wall panels

overlaya surface attached directly to a wall panel or lightwall to display color and graphics; specifically, a

• graphic signature overlay displays a graphic signature on a header and is available in threestandard widths, each 14" in height: 1m, 2m, and 3m

• Dynamic Monogram overlay displays theDynamic Monogram

• graphic overlay displays custom graphics such asheadlines, text, and photographs or illustrations

panel skinthe surface element used with a wall frame and a foundation rail to make up a wall panel, available in two standard colors: light grey and white(For an approximation of these colors, see Section 06: Typical Exhibit Graphics, “ExhibitColors & Materials,” page 06.02.)(Note: A standard-color panel skin is included in a wall panel element use cost.)

peninsula exhibita configuration defined by another exhibit onone side and aisles on three sides

portable exhibita configuration, typically no longer than 10', that either

• stands on the floor (the standing exhibit)• sits on a table (the tabletop exhibit)

and can be easily carried and set up by one person and checked as airplane luggage orshipped as an overnight package(For examples, see Section 03: Portable Exhibits.)

post the extruded aluminum vertical member used to support beams, ceiling panels, and light fixtures,available in five heights: 2.4m, 3m, 4m, 5m, and 6m

continued

Section 01: OverviewGlossary, continued

247.01.12

road box with toolsthe implements required to set up and dismantlean exhibit(Note: A road box with tools is not included inan exhibit use cost.)

shelfany of the aluminum modules used to supportand display three-dimensional objects such asproducts or literature, including:

• the lead shelf, with a flat back edge and a curvedfront edge, 39"x 8" (at the widest point of thecurve), that attaches to a wall panel

• the post shelf, shaped like a quarter-circle withtwo flat edges at a right angle and a curved frontedge, 30"x 181 ⁄2", that attaches to a post

• the post double shelf, like the post shelf but withtwo shelves, which can be used to hold a cardreader

T-foot basethe stabilizing element attached to the bottom ofa wall composed of three or more wall panels withnone connected at a 90˚ angle, which extends inboth directions perpendicular to the panel

tradeshow servicesany of the services and supplies required to setup, operate, maintain, and dismantle an exhibitat a tradeshow: for example, setup and dismantlelaborers, security guards, cleaning service, anddrapers; and fabric, audiovisual equipment, flowers, beverages, water, and electricity(Note: Tradeshow services are not included in anexhibit use cost. The designated exhibit suppliercan estimate the cost of the services required for a specific tradeshow and provide the services at cost.)


01

use costrental fee (See element use cost and exhibit use cost.)(Note: Custom elements, graphics, and trade-show services are not included in a use cost.)

wall frame the extruded aluminum member, 3" thick,

• used with - a panel skin and a foundation rail to make up a

wall panel (Note: A standard-finish wall frame isincluded in a wall panel element use cost.)

- a connector to join wall frames to each other andto posts and beams

• available in- three standard sizes: 39"x 96", 39"x 82",

and 19"x 96"- two standard finishes: Platinum Grey or white

wall panel the primary exhibit module,

• composed of a wall frame, panel skin, and foundation rail

• used to define the physical parameters of theexhibit and to display graphics

• available in two standard sizes:- 39"x 96" (full wall panel)- 19"x 96" (half-wide wall panel)

(Note: A foundation rail and standard-colorpanel skin are included in a wall panel element use cost.)

wall-to-cabinet connector the element used to attach a wall panel to a storage unit, providing additional stability

wall-to-post connector the element used to attach a wall panel to a post

02 Section 02: Tradeshow PlanningIntroduction

247.02.01

GE’s most frequentexhibitors participatedin a process-mapping session to produce theideas contained in thissection. Use these ideasas a process framework,modifying them as necessary to suit theexhibit needs of yourbusiness.


Budgeting

Once your overall tradeshow budget is established, you may use either of two methodsto estimate the cost of a particular exhibit:

• Get help• Do it yourself

These budgeting methods are described on page 02.10.

Project Scheduling

Establishing a schedule at the start of an exhibitproject—and adhering to its deadlines—is one of the best ways to control exhibit costs.

The steps required to plan, design, and mount a large tradeshow exhibit are detailed in the Project Scheduling Outline on pages 02.02 to02.03. Collectively, the steps comprise a compre-hensive project schedule, accounting for all thedetails required to develop an exhibit within aspecific budget and deadline.

The development of small exhibits follows thesame general set of steps, but some steps may becombined or omitted, as needed.

Note: For the convenience of personal computerusers, this stepped process is available as a tem-plate in the Company’s project scheduling com-puter program. For more information, contactthe exhibit supplier account manager assignedto your business (see page 01.08).

Working with the exhibit supplier account man-ager assigned to your business (see page 01.08),use the outline and sample in this section (pages02.02 to 02.07) to determine the deadline datesfor each task required in your exhibit.

02 Section 02: Tradeshow PlanningProject Scheduling Outline

247.02.02


I. Annual Exhibit PlanA. Define objectives and identify tradeshowsB. Review message and develop message matrixC. Make staff assignments for each tradeshow

II. Budget ReviewA. Review floor space needs and choices and

reserveB. Establish annual tradeshow budgetC. Review facilities needs for accommodations,

events, off-site demos, and other activitiesD. Review special needs for off-site events and

promotionsE. Set budget for each tradeshow

III. Internal Communications PlanA. Define strategy to implement tradeshow

plansB. Plan periodic updates of goals, tasks,

deadlines, and logistics by all involved,including exhibit supplier

IV. Pre-Tradeshow Launch Meetings A. Review chosen space and its relationship

to competitors on tradeshow floorB. State objectives and purpose of tradeshow

(for example, to generate leads, to enhance image)

C. Define measurement—who, what, how toimplement

D. Analyze competitorsE. Prepare pre-tradeshow plan—state objectives,

themes, product emphasisF. Debrief from last year’s tradeshow, including

review of exhibit surveysG. Identify booth team members, captains, and

assistants and outline responsibilitiesH. Develop communications plan, including

related MarComm activitiesI. Develop initial plan for tradeshow literature,

give-aways, and promotionsJ. Plan tradeshow-related customer eventsK. Define advertising opportunitiesL. Book accommodations and area restaurants

V. Project Planning with Exhibit SupplierA. Create and communicate detailed project

plan, including timing and accountabilityB. Meet with exhibit supplier to review

strategies, scope, special needs, and so on

VI. Booth Design: Phase AA. Develop booth conceptB. GE reviews concept with exhibit supplier

for design layout options C. Exhibit supplier prepares cost estimateD. GE evaluates design against objectives and

provides comments

VII. Lead PlanningA. Determine lead capture mechanismB. Formalize lead follow-up—who and how

VIII. Booth Design: Phase BA. Develop design based on GE’s comments

in Phase AB. Detail custom elements, if requiredC. Define scope of graphicsD. Review overall costsE. GE evaluates design against objectives and

provides comments

IX. Booth Design: Phase C / Graphics: Phase AA. Develop design based on GE’s comments

in Phase BB. Prepare final layout with product and demo

placement, count of exhibit elements, and costs and present boards and scale drawings

C. Review any custom elementsD. Prepare preliminary layouts for all graphics

X. Parts and Content GatheringA. Gather content internally for final graphics

productionB. Gather products internally from GE or

OEMsC. Arrange delivery to exhibit supplier for

mounting

continued

The project schedulingoutline at the right and on page 02.03 contains all the stepsrequired to produce an exhibit for a largetradeshow. For smallerexhibits, some stepsmay be combined oromitted, as required.

Section 02: Tradeshow PlanningProject Scheduling Outline, continued

247.02.03

XVI. Final Team Strategy MeetingAttended by internal GE team and exhibit supplierdesign and project managersA. Review and confirm all logistical details—

responsibilities for tradeshow services, labor,transportation, drayage, phone numbers,accommodations, dates, audiovisual, electricity, and so on

B. Provide booth staff schedules and training(outside host/hostesses, presenters, and so on)

C. Select booth duty teamD. Distribute and discuss final schedules

XVII. Staff TrainingA. Schedule time and place to train all staff

at tradeshow and prepare training packetsB. Review training at end of first dayC. Review responsibilitiesD. Conduct dress rehearsals

XVIII. TradeshowA. Debrief dailyB. Conduct special programs and events, if anyC. Gather and manage leads

XIX. Dismantle and ShipA. Exhibit supplier ships to storage or next

tradeshowB. Confirm return of any materials to GE

XX. Post-Tradeshow Lead ManagementA. Organize and distribute leadsB. Enter leads into databaseC. Prepare lead reports

XXI. Post-Tradeshow ReviewA. Review objectives met or missed and discuss

reasonsB. Review performance surveys for exhibit

supplierC. Write post-tradeshow report based on

- objectives and results - competition- action items for next tradeshow

XI. Live Show and PresentersA. Develop themes and write scriptsB. Revise and approve scriptsC. Audition and select actorsD. Develop stage production and select propsE. Conduct rehearsals

XII. Graphics: Phase BA. Develop detailed comprehensives of graphicsB. Change and update graphics based on GE’s

reviewC. Approve final graphics

XIII. Public Relations and Pre-Tradeshow PublicityA. Define scopeB. Identify target audienceC. Review tasks and logistics for pre-tradeshow

publicity, press kits, photography, invitations,and conferences

D. Design, print, and assemble packages anddistribute, as required

XIV. Tradeshow ServicesA. Define scopeB. Review logistics and define responsibilitiesC. Obtain bids for installation/dismantle,

shipping, and other miscellaneous services,as needed

D. Contract services

XV. Exhibit Survey PreparationA. Define goals for tradeshow survey from

exhibit surveysB. Prepare information for independent

performance survey of exhibit supplier andoutside services

C. Contract services with independent surveyfirm


02

02 Section 02: Tradeshow PlanningSample Project Schedule

247.02.04


The sample project scheduleshown above and on pages02.05 to 02.07 is based on the

continuedProject Scheduling Outlineon pages 02.02 and 02.03.It was prepared using the

template available in the Company’s computer scheduling program.

Activity NameJan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May

1998 1999

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

18

19

20

21

22

23

24

25

26

27

28

29

Annual Exhibit Plan

Define objectives and identify tradeshows

Review message and develop message matrix

Make staff assignments for each tradeshow

Budget Review

Review floor space needs and choices and reserve

Establish annual tradeshow budget

Review facilities needs for accommodations,events, off-site demos, and other activities

Review special needs for off-site events andpromotions

Set budget for each tradeshow

Internal Communications Plan

Define strategy to implement tradeshow plans

Plan periodic updates of goals, tasks, deadlines,and logistics by all involved, including supplier

Pre-Tradeshow Launch Meetings

Review chosen space and its relationship tocompetitors on tradeshow floor

State objectives and purpose of tradeshow (forexample, to generate leads, to enhance image)

Define measurement—who, what, how toimplement

Analyze competitors

Prepare pre-tradeshow plan—state objectives,themes, product emphasis

Debrief from last year's tradeshow, includingreview of exhibit surveys

Identify booth team members, captains, andassistants and outline responsibilities

Develop communications plan, including relatedMarComm activities

Develop initial plan for tradeshow literature,give-aways, and promotions

Plan tradeshow-related customer events

Define advertising opportunities

Book accommodations and area restaurants

Project Planning with Exhibit Supplier

Create and communicate detailed project plan,including timing and accountability

Meet with exhibit supplier to review strategies,scope, special needs, and so on

02 Section 02: Tradeshow PlanningSample Project Schedule, continued

247.02.05



1998 1999

30

31

32

33

34

35

36

37

38

39

40

41

42

43

44

45

46

47

48

49

50

51

52

53

54

55

56

57

58

Booth Design: Phase A

Develop booth concept

GE reviews concept with exhibit supplier fordesign layout options

Exhibit supplier prepares cost estimate

GE evaluates design against objectives andprovides comments

Lead Planning

Determine lead capture mechanism

Formalize lead follow-up—who and how

Booth Design: Phase B

Develop design based on GE's comments inPhase A

Detail custom elements, if required

Define scope of graphics

Review overall costs

GE evaluates design against objectives andprovides comments

Booth Design: Phase C / Graphics: Phase A

Develop design based on GE's comments inPhase B

Prepare final layout with product and demoplacement, count of exhibit elements, and costsand present boards and scale drawings

Review any custom elements

Prepare preliminary layouts for all graphics

Parts and Content Gathering

Gather content internally for final graphicsproduction

Gather products internally from GE or OEMs

Arrange delivery to exhibit supplier for mounting

Live Show and Presenters

Develop themes and write scripts

Revise and approve scripts

Audition and select actors

Develop stage production and select props

Conduct rehearsals

continued

02 Section 02: Tradeshow PlanningSample Project Plan, continued

247.02.06



1998 1999

59

60

61

62

63

64

65

66

67

68

69

70

71

72

73

74

75

76

77

78

79

80

81

82

83

84

85

86

Graphics: Phase B

Develop detailed comprehensives of graphics

Change and update graphics based on GE's review

Approve final graphics

Public Relations and Pre-Tradeshow Publicity

Define scope

Identify target audience

Review tasks and logistics for pre-tradeshowpublicity, press kits, photography, invitations, andconferences

Design, print, and assemble packages anddistribute, as required

Tradeshow Services

Define scope

Review logistics and define responsibilities

Obtain bids for installation/dismantle, shipping,and other miscellaneous services, as needed

Contract services

Exhibit Survey Preparation

Define goals for tradeshow survey from exhibitsurveys

Prepare information for independent performancesurvey of exhibit supplier and outside services

Contract services with independent survey firm

Final Team Strategy Meeting

Review and confirm all logistical details—respon-sibilities for tradeshow services, labor, transpor-tation, drayage, phone numbers, accommoda-tions, dates, audiovisual, electricity, and so on

Provide booth staff schedules and training (outsidehost/hostesses, presenters, and so on)

Select booth duty team

Distribute and discuss final schedules

Staff Training

Schedule time and place to train all staff attradeshow and prepare training packets

Review training at end of first day

Review responsibilities

Conduct dress rehearsals

continued

02 Section 02: Tradeshow PlanningSample Project Plan, continued

247.02.07



1998 1999

87

88

89

90

91

92

93

94

95

96

97

98

99

100

101

102

103

104

Tradeshow

Debrief daily

Conduct special programs and events, if any

Gather and manage leads

Dismantle and Ship

Exhibit supplier ships to storage or next tradeshow

Confirm return of any materials to GE

Post-Tradeshow Lead Management

Organize and distribute leads

Enter leads into database

Prepare lead reports

Post-Tradeshow Review

Review objectives met or missed and discussreasons

Review performance surveys for exhibit supplier

Write post-tradeshow report based on:

- objectives and results

- competition

- action items for next tradeshow

02 Section 02: Tradeshow PlanningBudgeting

247.02.10

Once your overalltradeshow budget isestablished, use oneof the methods at theright to determine thebudget for a specifictradeshow exhibit.


Budgeting Method A: Get Help

• Provide the following items to your exhibit supplier account manager:

- a project schedule, completed to the best of your knowledge

- an overall tradeshow budget- objectives for exhibiting at the tradeshow- tradeshow rules and regulations

• Contact your exhibit supplier account managerto review your needs, expectations, and limitations.

• The exhibit supplier provides you with designand cost options to meet your criteria.

• Determine which option best suits your needs.

• The exhibit supplier confirms all costs for yourfinal approval. (Note: The exhibit supplier willobtain your approval for any cost changes oradditions before implementing them.)

Budgeting Method B: Do It Yourself

• Review the examples of exhibit configurationsto determine which combination of exhibit elements best meets your needs (see Section 04:Modular Exhibits).

• Determine a baseline cost for the desired configuration or elements (see Section 07: Typical Exhibit Costs)

•Contact your exhibit supplier account managerfor an estimate of additional costs, such as shipping and labor.

• The exhibit supplier confirms all costs for yourfinal approval. (Note: The exhibit supplier willobtain your approval for any cost changes oradditions before implementing them.)

Note: Timing is the key factor in controlling budgets and avoiding cost overruns. The timeframes shown in the sample project schedule on pages 02.04 to 02.07 are guides for schedulingthe required steps. If the time frames establishedin the project schedule for a specific exhibit are condensed or step deadlines missed, rushcharges will be incurred.

03 Section 03: Portable ExhibitsIntroduction

247.03.01

The GE exhibit program includes two lightweight portableexhibits:

• the standing exhibitshown on page 03.03

• the tabletop exhibitshown on page 03.04


- receiving and forwarding to the tradeshow all materials provided by the client: for example,graphics and literature

- arranging shipping, including· booking the shipper · preparing and packing the unit for shipment· loading the unit into the shipper’s truck· unloading the unit returned from a tradeshow,inspecting for damage, and completing minorrefurbishment and repair as required

- ordering on-site labor, if required

• Itemizing all tradeshow services, provided byboth the exhibit supplier and its subcontractors,on the invoice

• Storing each portable exhibit

Included in the portable exhibit rental fee arethe following items:

• A detailed shipping list• Setup instructions

Available at extra cost are the following servicesand items:

• Graphic design, layout, and production(For rates, see “Additional Services,” Section 07:Typical Exhibit Costs, page 07.02)

• Tradeshow services and on-site labor• Shipping fees• Furniture and carpet rental fees

(see Section 07: Typical Exhibit Costs, “ElementUse Costs,” page 07.03.)

For more information on the portable exhibits,contact the exhibit supplier account managerassigned to your business (see Section 01: Over-view, “Exhibit Supplier Contacts,” page 01.08).

To order a portable exhibit, complete the formin Section 08: Exhibit Order Forms, “PortableExhibit Order,” page 08.02, and fax it to theexhibit supplier account manager assigned toyour business (see page 01.08).

continued

Note on graphics in all portable exhibits:

Each business • may rent graphic signatureoverlays at an additional charge• must purchase and ownany graphic elements specific to it (for example, headlinesand text) and may store thesegraphic materials with theexhibit supplier at an additionalcharge (See “Additional Services,” Section 07: TypicalExhibit Costs, page 07.02.)

Both portable exhibits• possess some degree of flexibility in their graphic

and display configurations (For example, for an additional fee, shelves or a counter may beadded.)

• are easy for one person to carry, set up, and take down

• can be checked as airplane luggage or shipped asan overnight package

The rental fee for either portable exhibit is $350.

Included in the portable exhibit rental fee arethe following services:

• Storing, maintaining, and inventorying the standard portable exhibits

• Supervising the project, including - communicating with the client- coordinating graphic production

(Note: Graphic design, layout, and productionare additional services, as noted below)

- preparing tradeshow order forms- ordering (prepaying, if required) and coordinat-

ing tradeshow services

Section 03: Portable ExhibitsIntroduction, continued

247.03.02


03

Managing Portable Exhibits Owned by GE Businesses

For any GE business that wishes to continueusing a portable exhibit it owns, the exhibit supplier can manage and store the portable unitfor a fee of $250 per tradeshow.

Included in this fee are the same services anditems provided for the standard portableexhibits, as noted on page 03.01, except

• the repair of damage and replacement of wornparts is not included in the fee

• setup instructions provided by the exhibit owner,if any, will accompany the exhibit

Available at extra cost are the following servicesand items (For rates, see “Additional Services,”Section 07: Typical Exhibit Costs, page 07.02):

• Graphic design, layout, and production• Repair of damage incurred at tradeshow site• Replacement of worn parts• Tradeshow services and on-site labor• Shipping fees• Furniture and carpet rental fees

(See Section 07: Typical Exhibit Costs, “ElementUse Costs,” page 07.03.)

03 Section 03: Portable ExhibitsStanding Exhibit

247.03.03


GE Capital

g

As shown, the standing portable exhibit measures 8' in height and 10' in width. To fit within a width of 8', the curved end panelscan be removed.

The standing portable exhibit includes the following elements:

• curved hook-and-loop backdrop, 10'x 8'• blank header• 3 clip-on back wall lights• 2 hard plastic carrying cases, 2'x 3'6"

A graphic signature overlay applied to the blankheader is available at an additional cost.

03 Section 03: Portable ExhibitsTabletop Exhibit

247.03.04


GE Capital Mortgage

g

As shown, the tabletop portable exhibit measures 3'6" in height and 8' in width. To fit on a smaller table, the curved end panelscan be removed.

The tabletop portable exhibit includes the following elements:

• curved hook-and-loop backdrop, 8'x 3'6"• blank header• 1 hard plastic carrying case, 2'x 3'6"

Available at an additional cost are the followingitems:

• a graphic signature overlay applied to the blankheader

• lights (Note: Typically, lights are not required.)

04 Section 04: Modular ExhibitsIntroduction

247.04.01


A nearly infinite number of configurations areavailable using the standard elements of the GE exhibit program. This section shows a variety of typical configurations, beginning with simplesmall exhibits that use few elements and concluding with the largest and most complexexhibits that use both standard and custom elements.

Use the examples in this section as a startingpoint in the design process to help determine the requirements for a specific exhibit:

• The simplest and smallest configurations, the linear exhibits (also called aisle or inline exhibits)are shown on pages 04.02a to 04.26b. These con-figurations are usually defined by an aisle on oneside and other exhibits or walls on three sides.

• Larger and more complex, the cross-aisle exhibits—the configurations that use two aisle spacesdirectly across from one another—are shown onpages 04.54 to 04.56.

• The largest and most complex configurations,the island exhibits, provide access from all sidesand generally afford greater height and accessibility than linear exhibits. They are shownon pages 04.27a to 04.53.

Note: Rules for the use of exhibit configurationsare set by the management of each tradeshow. At some tradeshows, some configurations maynot be permitted. Before developing a specificexhibit configuration for a particular tradeshow,verify that it may be used by contacting thetradeshow management or the exhibit supplieraccount manager assigned to your business (seeSection 01: Overview, “Exhibit Supplier Contacts,”page 01.08).

For assistance in adapting or modifying the examples or creating new configurations, contactthe exhibit supplier account manager assigned to your business (see Section 01: Overview,“Exhibit Supplier Contacts,” page 01.08).

Notes:

• Modification of the design and layout of any one of the standard modular exhibit configurationsshown in this section is included in an exhibit use cost. This service includes providing

- one set of adjustments to the initial modification- black-and-white plan and 3D drawings

• Additional exhibit supplier design services arebilled at the hourly rates noted in “AdditionalServices,” Section 07: Typical Exhibit Costs, page07.02. Before rendering such services, the supplier will submit a written cost estimate forapproval.

• Custom elements are noted as such in the drawings in this section. Custom items cost extraand are not included in the use costs in Section07: Typical Exhibit Costs. Before designing a custom element, the supplier will submit forapproval a written cost estimate of the extradesign and manufacturing costs.

Section 04: Modular ExhibitsLinear Exhibit: L - 10A

247.04.02a


gGE Appliances

Isometric

Elements

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04

Note: For the elevation and floor plan drawings of this exhibit configuration, see the following page.


247.04.02b


04

g GE Appliances

Elevation

Floor Plan

10'

10'

8'


247.04.03a


g GE Plasti

csg GE Plastics

g GE Plastics g GE Plasti

cs

Isometric Elements

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04



247.04.03b


04

g GE Plastics g GE Plastics g GE Plasticsg GE Plastics

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20B

247.04.04a


GE Capital Services

g

Isometric Elements


04



247.04.04b


04

g GE Capital Services

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20C

247.04.05a


g GE Information Services


Isometric Elements

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04



247.04.05b


04

g GE Information Services g GE Information Services

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20D

247.04.06a


g GE Medical Systems


Isometric Elements

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04



247.04.06b


04

g GE Medical Systems g GE Medical Systems

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20E

247.04.07a


g GE Superabrasives

Isometric Elements

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04



247.04.07b


04

xg GE Superabrasives

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20F

247.04.08a


GE Power Systems

g

Isometric Elements

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04


Section 04: Modular ExhibitsLinear Exhibit: L - 20F

247.04.08b


04

GE Power Systemsg

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20G

247.04.09a


GE Superabrasives

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Isometric Elements

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04


Section 04: Modular ExhibitsLinear Exhibit: L - 20G

247.04.09b


04

g GE Superabrasives

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20H

247.04.10a


GE Silicones

g

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Isometric Elements


04


Section 04: Modular ExhibitsLinear Exhibit: L - 20H

247.04.10b


04

g gGE Silicones GE Silicones

Elevation

Floor Plan

10'

20'

8'

Section 04: Modular ExhibitsLinear Exhibit: L - 20I

247.04.11a


g GE Appliances

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Isometric Elements

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04


Section 04: Modular ExhibitsLinear Exhibit: L - 20I

247.04.11b


04

g GE Appliances g GE Appliances

Elevation

Floor Plan

10'

20'

8'


247.04.12a


GE Supply

g

GE Supply

g

Isometric Elements

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247.04.12b


04

GE Supply GE Supplyg g

Elevation

Floor Plan

10'

30'

8'


247.04.13a


GE Capitalg

g GE Capita

l

Isometric Elements

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04



247.04.13b


04

xg gGE Capital GE Capital

Elevation

Floor Plan

10'

30'

8'


247.04.14a


GE Appliances

g

Isometric Elements

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04



247.04.14b


04

x xg GE Appliances

Elevation

Floor Plan

10'

30'

8'

Section 04: Modular ExhibitsLinear Exhibit: L- 30D

247.04.15a


xGE Aircraft Engines

g

Isometric Elements

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04



247.04.15b


04

x xg GE Aircraft Engines

Elevation

Floor Plan

10'

30'

8'


247.04.16a


g GE Spacenet

Isometric Elements

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Custom:- Lexan panels 6- graphic signature overlay 1 on 1 x 3 lightwall sections

04



247.04.16b


04

xg GE Spacenet

Elevation

Floor Plan

10'

30'

8'


247.04.17a


GE Information Services

g


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Isometric Elements

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04



247.04.17b


04

xg

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Elevation

Floor Plan

10'

40'

8'


247.04.18a


eGE Lighting

eGE Lighting e GE Lighting

Isometric Elements

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04



247.04.18b


04

e GE Lighting e GE Lighting e GE Lighting

Elevation

Floor Plan

10'

40'

8'


247.04.19a


e GE Motors

e GE Motors

e GE Motors

GE Motors

Isometric Elements

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04



247.04.19b


04

e GE Motors e GE Motors e GE Motorse GE Motors

Elevation

Floor Plan

10'

40'

12'


247.04.20a


gGE Motors

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Isometric Elements

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04



247.04.20b


04

g GE Motorsg GE Motors

Elevation

Floor Plan

10'

50'

8'


247.04.21a


eGE Plastics e

GE Plastics

e GE Plastics

Isometric Elements

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04



247.04.21b


04

e GE Plastics e GE Plastics e GE Plastics

Elevation

Floor Plan

10'

50'

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247.04.22a


gGE Power Systems

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gGE Power Systems

Isometric Elements

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04



247.04.22b


04

g GE Power Systems g GE Power Systems g GE Power Systems

Elevation

Floor Plan

10'

50'

8'


247.04.23a


e GE Motors

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e GE Motors

Isometric Elements

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04



247.04.23b


04

x xe GE Motorse GE Motors e GE Motors

Elevation

Floor Plan

10'

50'

8'


247.04.24a


xGE Silicones

GE Silicones

g

g

GE Silicones

g

GE Silicones

g

g GE onesSilic

Isometric Elements

wall panel- 39" x 96" 17- 19" x 96" 1door panel 1connector- 90° 2-way 4- 90° 3-way 1- flexible 23 x 6 lightwall 1small cabinet 4lead shelf 31m graphic signature overlay 4Dynamic Monogram overlay- 3 x 3 lightwall sections 1100 sq. ft. carpet 6

custom:graphic signature overlay- 2 x 4 lightwall sections

04



247.04.24b


04

xGE Silicones

GE Silicones g GE Silicones g GE Silicones g GE Silicones g

g

Elevation

Floor Plan

10'

60'

8'


247.04.25a


GE Superabrasives

g

GE Superabrasives

g

Isometric Elements

39" x 96" wall panel 22connector- 90° 2-way 4- flexible 496" end cover 22.4m post 4beam- 2m 2- 3m 1large cabinet 2lead shelf 6post double shelf 23m graphic signature overlay 2100 sq. ft. carpet 6

04



247.04.25b


04

GE SuperabrasivesgGE Superabrasivesg

Elevation

Floor Plan

10'

60'

8'


247.04.26a


e

GE Supply

e

GE Supply

e

GE Supply

Isometric Elements

wall panel- 39" x 96" 21- 19" x 96" 1- 39" x 39" 17- 19" x 39" 196" end cover 239" top cover 5connector- 90° 2-way 1- flexible 13m post 11beam- 2m 5- 3m beam 4- 4m beam 1

04


large cabinet 2small cabinet 2lead shelf 6post shelf 2post double shelf 22m graphic signature overlay 3100 sq. ft. carpet 6


247.04.26b


04

GE Supplye e GE Supply e GE Supply

Elevation

Floor Plan

10'

60'

12'

Section 04: Modular ExhibitsIsland Exhibit: I - 2020A

247.04.27a


gGE Appliances

Isometric

Elements

wall panel- 39" x 96" 6- 19" x 96" 2- 39" x 39" 1end cover- 96" 4- 39" 14m post 5beam- 2m 2- 4m 1- 5m 12 x 9 lightwall 2large cabinet 2post shelf 4post double shelf 21 x 3 arc ceiling panel 2cantilever ceiling arm 4graphic signature overlay- 1m 2- 2m 2Dynamic Monogram overlay- 2m x 2m light wall sections 2100 sq.ft. carpet 4

04



247.04.27b


Floor Plan

04

g GE Appliance

20'

20'

Elevation

22'6"

Section 04: Modular ExhibitsIsland Exhibit: I - 2020B

247.04.28a


x

g GE Plastics

Isometric

Elements

39" x 96" wall panel 15door panel 196" end cover 2flexible connector 4post- 4m 4- 5m 4beam- 2m 2- 3m 2- 4m 2- 6m 22 x 9 lightwall 2small cabinet 2post double shelf 22 x 4 arc ceiling panel 21m graphic signature overlay 2Dynamic Monogram overlay- 2m x 2m wall panel surface 2100 sq. ft. carpet 4

04



247.04.28b


04

x

Floor Plan

20'

20'

Elevation

22'6"

Section 04: Modular ExhibitsIsland Exhibit: I - 2020C

247.04.29a


x

GE Capital

g

gGE Capital

gGE Capit

g GE Capital

Isometric

Elements

wall panel- 39" x 96" 12- 19" x 96" 290° 3-way connector 296" end cover 84m post 82m beam 184 x 9 lightwall 2large cabinet 2post double shelf 21 x 4 arc ceiling panel 2cantilever ceiling arm 81m graphic signature overlay 7Dynamic Monogram overlay- 3 x 3 lightwall sections 2100 sq. ft. carpet 4

custom:- graphic signature overlay on lightwall

04



247.04.29b


04

g GE Capital

Floor Plan

20'

20'

Elevation

22'6"

Section 04: Modular ExhibitsIsland Exhibit: I - 2020D

247.04.30a


xe

GE Plastics

eGE Plastics

Isometric

Elements

wall panel- 39" x 96" 7- 19" x 96" 1- 19" x 39" 2door panel 196" end cover 1connector- 90° 2-way 4- 90° 3-way 24m post 3beam- 4m 2- 6m 1

04


large cabinet 1small cabinet 22m graphic signature overlay 4Dynamic Monogram overlay- 2m x 2m wall panel surface 2100 sq. ft. carpet 4


247.04.30b

Elevation


04

xe GE Plastics e GE Plastics

Floor Plan

20'

20'

13'

Section 04: Modular ExhibitsIsland Exhibit: I - 2020E

247.04.31a



gGE Information Services



Isometric

Elements

wall panel- 39" x 96" 12- 19" x 82" 4- 19" x 39" 4connector- 90° 2-way 3- flexible 6end cover- 96" 2- 82" 4- 39" 4- 19" 8

04


5m post 4beam- 3m 4- 5m 2small cabinet 3lead shelf 21m graphic signature overlay 6Dynamic Monogram overlay- 2m x 2m wall panel surface 2100 sq. ft. carpet 4


247.04.31b

Elevation


04

x

Floor Plan

20'

20'

16'

Section 04: Modular ExhibitsIsland Exhibit: I - 2020F

247.04.32a


eGE Lighting

Isometric

Elements

39" x 96" wall panel 5door panel 1flexible connector 2post- 4m 4- 5m 4beam- 2m 2- 3m 2- 4m 2- 6m 22 x 9 lightwall 2large cabinet 1small cabinet 2post double shelf 21m graphic signature overlay 2100 sq. ft. carpet 4

04



247.04.32b

Elevation


04

Floor Plan

20'

20'

22'6"


247.04.33a


e GE Power Systems

e GE Power Systems

e GE Power S

ystems

Isometric Elements

39" x 96" wall panel 12flexible connector 896" end cover 8large cabinet 21m graphic signature overlay 8100 sq. ft. carpet 6

04



247.04.33b

Elevation


04

e GE Power Systems e GE Power Systems

Floor Plan

20'

30'

8'


247.04.34a


e GE Electrical DistributiControl

e GE Electrical Distribution

e GE

e Electrical Distribution & Control

ntrol

ical Distribution & Control

Isometric Elements

39" x 96" wall panel 12flexible connector 496" end cover 84m post 12beam- 2m 6- 3m 86 x 3 lightwall 2large cabinet 2post double shelf 22m graphic signature overlay 4100 sq. ft. carpet 6

04



247.04.34b

Elevation


04

e GE Electrical Distrib e GE ctrical Distribution & Controln & Control

Floor Plan

20'

30'

12'



247.04.35a


e GE Silicones

e GE Silicones

e GE Silicones

eGE Silicones

eGE Silicones

Isometric Elements

39" x 96" wall panel 40door panel 1connector- 90° 2-way 4- flexible 896" end cover 84m post 12beam- 2m 6- 3m 8- 5m 3

04

large cabinet 2post double shelf 2lead shelf 4graphic signature overlay- 1m 8- 2m 2100 sq. ft. carpet 6


247.04.35b


04

e GE Silicones e GE Silicones e GE Silicones

Elevation

Floor Plan

20'

30'

12'


247.04.36a


e GE Specialty Chemicals



Specialty Chemicals


Isometric Elements

39" x 96" wall panel 1690° 2-way connector 696" end cover 124m post 4beam- 3m 2- 4m 2small cabinet 41 x 4 arc ceiling panel 32m graphic signature overlay 8 100 sq. ft. carpet 6

custom:- banner graphic

04



247.04.36b


04


e GE Specialty Chemicals e GE Specialty Chemicals

Elevation

Floor Plan

20'

30'

12'


247.04.37a


x

gGE Medical Systems

Isometric

Elements

wall panel- 39" x 96" 13- 19" x 96" 6flexible connector 896" end cover 25m post 12beam- 2m 6- 4m 8

04


lightwall- 2 x 9 2- 4 x 9 1large cabinet 2small cabinet 4post shelf 23m graphic signature overlay 2Dynamic Monogram overlay- 2 x 2 lightwall sections 2- 4 x 4 lightwall sections 1100 sq. ft. carpet 6


247.04.37b


04

x


Elevation

Floor Plan

20'

30'

22'6"


247.04.38a


eGE Supply

e GE Supply

e GE Sup

e GE Supply

e GE Supply

Isometric Elements

wall panel- 39" x 96" 14- 19" x 96" 4door panel 290° 2-way connector 1296" end cover 85m post 44m beam 4large cabinet 1post double shelf 8graphic signature overlay- 2m 2- 1m 10100 sq. ft. carpet 6

04



247.04.38b


04

e GE Supply e GE Supply e GE Supply e GE Supply

Elevation

Floor Plan

20'

30'

16'

Section 04: Modular ExhibitsIsland Exhibit: I - 2030G

247.04.39a


g GE Appliances g GE Appliances

gGE Appliances

gGE Appli

Isometric Elements

wall panel- 39" x 96" 8- 19" x 96" 4door panel 296" end cover 490° 2-way connector 125m post 44m beam 4post double shelf 142 x 4 arc ceiling panel 21m graphic signature overlay 12100 sq. ft. carpet 6

04


Section 04: Modular ExhibitsIsland Exhibit: I - 2030G

247.04.39b


04

g GE Appliances g GE Appliancesg GE Appliances g GE Appliances

Elevation

Floor Plan

20'

30'

17'

Section 04: Modular ExhibitsIsland Exhibit: I - 2030H

247.04.40a


g GE Lighting

gGE Lighting

Isometric Elements

wall panel- 39" x 96" 15- 19" x 96" 2door panel 190° 2-way connector 896" end cover 25m post 6beam- 2m 6- 4m 8large cabinet 4small cabinet 1post double shelf 22 x 2 arc ceiling panel 4cantilever ceiling arm 8graphic signature overlay- 3m 2- 2m 2100 sq. ft. carpet 6

04


Section 04: Modular ExhibitsIsland Exhibit: I - 2030H

247.04.40b


04

g GE Lighting g GE Lighting

Elevation

Floor Plan

20'

30'

16'

Section 04: Modular ExhibitsIsland Exhibit: I - 2030I

247.04.41a


g GE Capital

gGE Capital

gGE Capital

Isometric Elements

wall panel- 39" x 96" 8- 19" x 96" 890° 2-way connector 896" end cover 8post- 5m 4- 6m 4beam- 2m 10- 3m 43 x 6 lightwall 4large cabinet 4post double shelf 4Dynamic Monogram overlay- 3 x 3 lightwall sections 4100 sq. ft. carpet 6

custom- banner graphics

04


Section 04: Modular ExhibitsIsland Exhibit: I - 2030I

247.04.41b


04

x x

gGE Capital

Elevation

Floor Plan

20'

30'

20'

Section 04: Modular ExhibitsIsland Exhibit: I - 2030J

247.04.42a


eGE I

nformatio

n Servic

es

eGE I

nformatio

n Servic

es

e GE Inform ion Services

Isometric Elements

wall panel- 39" x 96" 10- 19" x 96" 490° 2-way connector 696" end cover 85m post 8beam- 2m 6- 3m 43 x 6 lightwall 2large cabinet 2post double shelf 4graphic signature overlay- 2m 6- 1m 2Dynamic Monogram overlay- 3 x 3 lightwall sections 2100 sq. ft. carpet 6

04


Section 04: Modular ExhibitsIsland Exhibit: I - 2030J

247.04.42b


04

xe GE Information Services

Elevation

Floor Plan

20'

30'

16'


247.04.43

Floor Plan


GE Motors

e

GE Motors

e

eGE Motorse

GE Motors

Isometric

04

Elements

wall panel- 39" x 96" 8- 19" x 96" 290° 2-way connector 496" end cover 4post- 5m 3- 6m 4

40'

20'

beam- 2m 4- 3m 4- 7m 2large cabinet 2post shelf 4ceiling panel- 2 x 2 arc 2- 2 x 4 arc 1cantilever ceiling arm 63m graphic signature overlay 4100 sq. ft. carpet 6

custom:- banner graphics


247.04.44

Floor Plan


g GE Silicones

g GE Silicones

xg

GE Siliconesg

GE Silicones

gGE Silicones

gGE Silicones

gGE Silicones

g GE Silicones

Isometric

Elements

wall panel- 39" x 96" 28- 19" x 96" 22door panel 2connector- 90° 2-way 2- flexible 1896" end cover 166m post 103m beam 13

04

40'

30'

2 x 9 lightwall 6small cabinet 6post double shelf 8graphic signature overlay- 1m 6- 2m 2- 3m 4Dynamic Monogram overlay- 2m x 2m wall panel surface 2100 sq. ft. carpet 12

custom:- graphic signature overlays on lightwalls


247.04.45

Floor Plan


gGE Specialty Chemicals

gGE Specialty Chemicals g

GE Specialty Chemicals

gGE Specialty Chemicals

GECh

gemicalsSpecialty

GECh

gemicalsSpecialty

GECh

gemicalsSpecialty

Isometric

Elements

wall panel- 39" x 96" 24- 19" x 96" 16door panel 2connector- 90° 2-way 2- flexible 1496" end cover 12

04

40'

30'

6m post 103m beam 132 x 9 lightwall 6small cabinet 4post double shelf 8graphic signature overlay- 3m 4- 2m 2- 1m 4100 sq. ft. carpet 12

custom:- graphic signature overlayson lightwalls


247.04.46

Floor Plan


eGE Superabrasives

eGE Superabrasives

Isometric

Elements

wall panel- 39" x 96" 16- 19" x 96" 4door panel 2connector- 90° 2-way 2- flexible 696" end cover 46m post 103m beam 132 x 9 lightwall 6post double shelf 83m graphic signature overlay 4100 sq. ft. carpet 12

04

40'

30'


247.04.47

Floor Plan


gGE Supply

gGE Supply

g

GE pplyg

G ply

Isometric

Elements

39" x 96" wall panel 20door panel 190° 2-way connector 896" end cover 6post- 5m 4- 6m 6

04

40'

30'

beam- 2m 4- 3m 3- 5m 4- 7m 2large cabinet 1ceiling panel- 2 x 2 arc 1- 2 x 4 arc 2cantilever ceiling arm 6graphic signature overlay- 2m 2- 3m 2100 sq. ft. carpet 12



247.04.48

Floor Plan


e GE Supply

e GE Supply

e GE Supply

GE Supply

e

GE Supply

e

GE Supply

e

eGE Supply

e GE Supply eGE

Suppl

y

eGE

Supp

ly

Isometric

Elements

wall panel- 39" x 96" 30- 19" x 96" 8connector- 90° 2-way 2- flexible 1696" end cover 18post- 5m 8- 6m 4beam- 3m 6- 4m 6- 5m 8small cabinet 10post double shelf 41 x 4 ceiling panel 31m graphic signature overlay 12100 sq. ft. carpet 16


04

40'

40'


247.04.49

Floor Plan


g GE Appliances

gGE Appliances

Isometric

Elements

wall panel- 39" x 96" 18- 19" x 96" 496" end cover 12flexible connector 12post- 5m 8- 6m 4beam- 3m 6- 4m 6- 5m 82 x 3 lightwall 16small cabinet 6post double shelf 41 x 4 ceiling panel 31m graphic signature overlay 4100 sq. ft. carpet 16

04

40'

40'


247.04.50

Floor Plan


GE Aircraft Enginesg

Isometric

Elements

wall panel- 39" x 96" 16- 39" x 39" 1690° 2-way connector 496" end cover 4post- 5m 4- 6m 4beam- 3m 4- 4m 8

04

40'

40'

4 x 9 lightwall 2large cabinet 2small cabinet 4post shelf 16ceiling panel- 2 x 2 arc 4- 2 x 4 arc 2cantilever ceiling arm 8Dynamic Monogram overlay- 4 x 4 lightwall sections 2100 sq. ft. carpet 16

custom:- 4m graphic signature overlay


247.04.51

Floor Plan


e GE Capital

eGE Capital

eGE Capital

eGE Capital

eGE Capital

eGE Capital

e

GE Capital

e

GE Capital

e

GE Capital

e

GE Capit

eGE Capital

eGE Capital

Isometric

Elements

wall panel- 39" x 96" 28- 39" x 39" 8door panel 1end cover- 96" 8- 39" 1690° 2-way connector 8post- 4m 8- 6m 4beam- 4m 12- 5m 4

04

50'

40'

large cabinet 4small cabinet 42 x 4 arc ceiling panel 42m graphic signature overlay 16100 sq. ft. carpet 20



247.04.52

Floor Plan






g


g


g


g


gGE Information Services g GE Information Services

Isometric

Elements

39" x 96" wall panel 34door panel 290° 2-way connector 106m post 74m beam 16large cabinet 2small cabinet 2post double shelf 52 x 4 arc ceiling panel 43m graphic signature overlay 12100 sq. ft. carpet 20

custom:-banner graphics

04

50'

40'


247.04.53

Floor Plan


gGE Lighting

gGE Lighting

gGE Lighting

GE Lighting

g

gGE Lighting

gGE Lighting

g

GE Lighting

g

GE Li

ghtin

g

Isometric

Elements

wall panel- 39" x 96" 53- 19" x 96" 4door panel 5connector- 90° 2-way 8- 90° 3-way 4- flexible 896" end cover 8post- 4m 8- 6m 4beam- 4m 2- 5m 4- 6m 6

04

70'

50'

large cabinet 5small cabinet 1post shelf 4post double shelf 42 x 4 arc ceiling panel 8cantilever ceiling arm 16graphic signature overlay- 2m 12- 3m 4100 sq. ft. carpet 35

Section 04: Modular ExhibitsCross-Aisle Exhibit: C - 3030A

247.04.54

Floor Plan


gGE Plastics

gGE Plastics

Isometric

Elements

wall panel- 39" x 96" 22- 19" x 96" 2connector- 90° 2-way 4- flexible 696" end cover 4small cabinet 4lead shelf 42m graphic signature overlay 4100 sq. ft. carpet 6

04

30'

10'10'

Section 04: Modular ExhibitsCross-Aisle Exhibit: C - 3030B

247.04.55

Floor Plan


eGE Power Syst s

eGE Power System

Isometric

Elements

wall panel- 39" x 96" 22- 19" x 96" 2connector- 90° 2-way 6- flexible 496" end cover 44m post 12beam- 2m 6- 3m 8small cabinet 4lead shelf 42m graphic signature overlay 4100 sq. ft. carpet 6

04

30'

10'10'

Section 04: Modular ExhibitsCross-Aisle Exhibit: C - 3030C

247.04.56


e GE Nuclear Energy

GE Nuclear Energy

Isometric

Elements

wall panel- 39" x 96" 23- 19" x 96" 8- 39" x 39" 2connector- 90° 2-way 6- 90° 3-way 2- flexible 1096" end cover 64m post 8beam- 2m 8- 5m 2large cabinet 12m graphic signature overlay 4100 sq. ft. carpet 6

04

Floor Plan

30'

10'10'

05 Section 05: Modular Exhibit ElementsIntroduction

247.05.01

Standard Elements

The group of strong and durable but lightweightand easy-to-assemble elements shown in this section can be used to create a nearly infinite variety of exhibits, as shown in the examples inSection 04: Modular Exhibits.

Because the elements are reusable, their unitcosts are amortized over their reuses: The morethey are used, the less they cost per use. Thus, GE will enjoy the greatest cost savings throughthe reuse of these standard elements for years to come.

For assistance in designing an exhibit using thestandard elements, contact the exhibit supplieraccount manager assigned to your business (seeSection 01: Overview, “Exhibit Supplier Contacts,”page 01.08).


Custom Elements

Although the standard modular elements accom-modate most tradeshow exhibit requirements, occasionally a custom element is needed:for example,

• a cradle mount for an aircraft engine• kitchen cabinets in an exhibit of appliances

Any business requiring a custom element isresponsible for all costs associated with it including, for example, design, fabrication, andstorage.

Nevertheless, the costs associated with a customelement can be amortized over the use and reuseof the element by other GE businesses accordingto the following method:

• On request, the exhibit supplier may develop a use cost for the custom element.

• Each time another GE business uses the custom element, a percentage of the use cost is creditedto the originator of the custom element.

• Once the originator of the custom element is fully reimbursed for the original cost, the originator is charged the standard use cost.

To maintain the continuity of GE’s image over all exhibits, custom elements are designed to be compatible with the standard modular elements. This requirement helps make the custom element attractive to other businesses,whose use can lower the cost of the custom element, as described above.

Note: To ensure compatibility between custom and standard elements, only the designatedexhibit supplier may design, fabricate, and storecustom elements.

For more information on the design, fabrication,and use of custom elements, contact the exhibitsupplier account manager assigned to your business (see Section 01: Overview, “Exhibit Supplier Contacts,” page 01.08).

05 Section 05: Modular Exhibit ElementsWall Panels

247.05.02


96"

39"

39"

39"

19"

Wall panels, the primary exhibit modules, arecomposed of wall frames, panel skins, and foundation rails. They are used to define the physical parameters of an exhibit and to displaygraphics. They are available in two standard sizes:

• 39"x 96" (full wall panel)• 19"x 96" (half-wide wall panel)

A wall panel is divided into three display areas:• The header, the top 14", is the area where a

graphic signature overlay is normally displayed.• The middle panel, 39" in height, is the area where

a graphic overlay bearing exhibit details such asproduct features and benefits in headlines, text,photographs, or illustrations, is displayed.

• The lower panel, 39" in height, is the area intowhich images used in the middle panel mayextend. No other content should appear here.

For more information about these display areas,see Section 06: Typical Exhibit Graphics,“Graphic Hierarchy,” pages 06.04 and 06.05.

The foundation rail is 4" in height. This dimensionis included in the overall height dimension of96", shown in the examples at the left.

Note: A foundation rail and standard-color panel skin are included in the wall panel element use cost.

Door panels have the same dimensions as andare used in place of wall panels to provide accessto storage areas or privacy in conference rooms.

Individual wall panels, the modules used to create a custom-height wall, are only one section in height (39") and can be assembled upto four panels high using connectors. They areavailable in two widths:

• the same width as the full wall panel, 39”• the same width as the half-wide wall panel, 19"

Notes• Foundation rails and end covers can be attached

to individual wall panels. Their costs are notincluded in the individual wall panel elementuse cost.

• The dimension of the foundation rail, 4", is notincluded in the overall height dimension shownin the example at the left; thus, an individual wallpanel with a foundation rail measures 39"x 43".

Wall panel

Half-wide wall panel

Door panel

Half-wideindividual wall panel

Individual wall panel

19"

Foundation rail

39"

14"

39"

39"

4"

05 Section 05: Modular Exhibit ElementsPosts

247.05.03


2.4m3m4m5m6m

Posts are the extruded aluminum vertical members used to support beams, ceiling panels,and light fixtures.

They are available in the five heights shown onthis page.

05 Section 05: Modular Exhibit ElementsBeams

247.05.04


2m

3m

4m

5m

7m

6m

Beams are the extruded aluminum horizontalmembers used to connect posts and form theframework to affix ceiling panels, light fixtures, andgraphics. They are available in the six lengthsshown on this page.

05 Section 05: Modular Exhibit ElementsLightwalls

247.05.05


22'6"

7'6" 7'6"

22'6"

10'

10'10'

7'6"

15'

10'

7' 6"

15'

10' 5'

4 x 9 sections 2 x 9 sections

Lightwalls, internally illuminated curved structures with translucent white surfaces, areused in addition to or in place of wall panels to

• provide lighting• make the exhibit attractive and inviting• provide a pleasing contrast between the curved

surface of the lightwall and the right-angle structure of the modular exhibit elements

• display the GE identity elements such as thegraphic signature and Dynamic Monogram in a large format

The size and shape of a lightwall is determined by its square sections, each of which measures 2'6"x 2'6". Thus, a lightwall of 4 x 9 sectionsmeasures 10' x 22'6", as shown in the example at the far left. Note: Lightwall sections are not modular; they cannot be reassembled in anyshape or size other than those shown on this pageand listed in Section 07: Typical Exhibit Costs,“Element Use Costs,” page 07.03.

6 x 4 sections 4 x 4 sections

6 x 3 sections 4 x 3 sections 3 x 3 sections

7'6"

5'

2' 6"

10'

1 x 4 sections

2 x 3 sections

05 Section 05: Modular Exhibit ElementsCeiling Panels

247.05.06


Cantilever ceiling arm

Ceiling panels, made of translucent white cloth,are used with posts and beams to control exhibitlighting while making the exhibit attractive andinviting. They are available flat or arced in thefollowing sizes (measured in meters):

• arc: 1 x 2, 1 x 3, 1 x 4, 2 x 2, 2 x 4, and 3 x 3• flat: 1 x 4, 2 x 2, 2 x 4, and 3 x 3

Cantilever ceiling arms, the aluminum elementsthat project from a post or beam to support aceiling panel, are used when a panel is connectedon only one side.

2m x 2m arc ceiling panel

2m x 4m flat ceiling panels

2m x 4m arc ceiling panel

05 Section 05: Modular Exhibit ElementsShelves

247.05.07


Lead shelf(attaches to wall panel)

Post shelf Post double shelf

Shelves are the aluminum modules used to support and display three-dimensional objectssuch as products or literature. They include

• the lead shelf, with a flat back edge and a curvedfront edge, 39"x 8" (at the widest point of thecurve), that attaches to a wall panel

• the post shelf, shaped like a quarter-circle withtwo flat edges at a right angle and a curved frontedge, 30"x 181 ⁄2", that attaches to a post

• the post double shelf, like the post shelf but withtwo shelves, which can be used to hold a cardreader

05 Section 05: Modular Exhibit ElementsCabinets & Counters

247.05.08


6' 28"

28"

40"

42"

24"36" 30"

42"

40"

8'

36"

6' reception counter

8' reception counter

Small cabinet Large cabinet

Reception counters provide a focal point to meetvisitors and display literature and large products.For storage, an inside shelf is accessed throughrear locking doors. With common dimensions of40" in height and 28" in depth, the receptioncounters are available in two lengths: 6' and 8'.

Cabinets accommodate small displays: for example,the small cabinet can be used for a computer monitor, and the large cabinet can display smallproducts. For storage, the inside is accessedthrough front locking doors. With commondimensions of 42" in height and 36" in length, thecabinets are available in two depths: 24" and 36".

05 Section 05: Modular Exhibit ElementsWall Lights

247.05.09


Wall lights, the light fixtures that attach to a wall panel, contain low-voltage lamps to light aproduct or graphics on walls. They are availablein lengths from 18" to 42".

Note: The 42" length is used to illuminate a largeproduct or one placed away from a wall.

18"

42"

05 Section 05: Modular Exhibit ElementsLight Bars

247.05.10


Tracklight light bar2m or 3m

Downlight light bars2m or 3m

Downlight light bars, attached to beams and containing a series of low-voltage lamps, are used to provide general illumination. They are availablein two sizes: 2m and 3m.

Tracklight light bars, attached to beams and containing a series low-voltage lamps, are used tohighlight products or graphics. They are availablein two sizes: 2m and 3m.

Section 06: Typical Exhibit GraphicsIntroduction

247.06.01

The GE exhibit program is built on the founda-tion of the GE Identity Program. Thus, the layoutof exhibit panels incorporates the same identityelements and follows the same principles used inall program applications, including

• the graphic signature with its three elements:- the signature Monogram- signature typography

(Univers 68 and, if needed, Univers 48)- the Laser Line

• the corporate colors: Platinum Grey, Laser Red,black, and white

• the GE color palettes, three groups of speciallyselected colors

• program typography including- ITC New Baskerville- Univers and Univers Condensed

• graphic support including- photographs- illustrations- thematic graphics- the Dynamic Monogram

• the principle of asymmetry

For more information on GE identity elementsand principles, see document 100, Basic Standards.


06

Typical exhibit graphics, using the GE identityelements and principles, are shown on the following pages.

For assistance in designing exhibit graphics,contact the exhibit supplier account managerassigned to your business (see Section 01: Over-view, “Exhibit Supplier Contacts,” page 01.08).

As an alternative, you may design and lay out the exhibit graphics using a personal computer. To facilitate production of such graphics, provide the final electronic artwork in Encapsulated PostScript (EPS) files.

06 Section 06: Typical Exhibit GraphicsExhibit Colors & Materials

247.06.02


Carpet

Solid grey

Light greyWhite

Wall panel

Standard GE exhibits • are built from white or light grey wall panels with

an aluminum framework• use solid medium grey carpet

Note: Reproductiondistorts color.For samples of the colors and materialsused in production,contact the exhibit supplier account manager assigned to your business (seeSection 01: Overview,“Exhibit Supplier Contacts,” page 01.08).

Headers are available in a variety of standardand custom colors, as shown on page 06.03.

Optional fabric ceiling panels and lightwalls aretranslucent white.

continued

06 Section 06: Typical Exhibit GraphicsExhibit Colors & Materials, continued

247.06.03


Light Grey White

BluePlatinum Grey

Laser RedBlack

Orange

Light Green Dark Blue

Yellow

Colored headers may be used • with or without graphic signatures or copy• as an accent to feature or emphasize a specific

area or product

Work with the exhibit supplier designers todesign your exhibit to include color accentheader panels.

Standard header background colors

Typical custom header background colors

GE Lightingg

The standard colors for headers (located in zone 3, as described on pages 06.04 and 06.05)include white, light grey, black, and Laser Red.

At an additional charge, headers can be providedin a custom color: for example, any of the colorsin the GE color palettes, six of which are shownbelow as recommended alternatives to the standard header colors.

Note: Reproductiondistorts color.For samples of the colors and materialsused in production,contact the exhibit supplier account manager assigned to your business (seeSection 01: Overview,“Exhibit Supplier Contacts,” page 01.08).

GE Lightinge

GE Lightinge

GE Lightingg

GE LightingGg

GE Lightingg

GE Lightinge

GE Lightinge

GE LightingGg

GE Lightinge

06 Section 06: Typical Exhibit GraphicsGraphic Hierarchy

247.06.04


Wayfinder Zone

Product IdentificationDetail, Features & Benefits

- Bulleted details - Bulleted details - Bulleted details

Product IdentificationDetail, Features & Benefits

- Bulleted details - Bulleted details - Bulleted details

aGE Appliancesg

aGE Lighting Systemsg

The layout of GE exhibit panels is based on the special requirements of three-dimensionaldisplays that are

• viewed from a distance• placed in a visually competitive environment

In view of these requirements, the informationin all GE exhibits—from tabletop displays to top-of-the-line configurations commanding

thousands of square feet of exhibit space—is prioritized and organized into horizontalzones, each designated to contain a specific kindof communication. This hierarchy allocates each message to a zone according to its importance and sizes it within a range appropri-ate to the average viewing distance. The result is a logical organization of exhibit messages, from the most general to the most detailed, that maintains optimum legibility for each.

continued

Zone 1:Brand Identity

Zone 2:Product Area& Wayfinding

Zone 3:Product Identification

Zone 4:Details, Features,& Benefits

Zone 5:Image bleed only;no content

Section 06: Typical Exhibit GraphicsGraphic Hierarchy, continued

247.06.05

Zone 3: Product Identification• In exhibits over 8' in height, zone 3 displays

product names. • In exhibits with heights of 8' or less, this zone

displays the component or affiliate name.• The exhibit supplier provides each GE business

with standard graphic signature overlays in 1m,2m, or 3m lengths that

- are white, light grey, black, or red with black or white type (depending on overlay color)

- display a Laser Red Laser Line- use a capital letter height of 3" to 5" • Color header or color graphic signature overlays

are custom items, available at an additionalcharge.

Zone 4: Details, Features, & Benefits• Zone 4 displays the most specific and detailed

content in the exhibit: for example, product benefits and features, including text, photographs,illustrations, and mounted products. It is viewedat eye level in an area between 43" to 82" aboveground level.

• Note: All graphics in zone 4 are custom. • Photographs and illustrations may extend across

two or more wall panels and down into zone 5. • Capital letter heights can range from 1 ⁄2" in text

to 1" to 3" in titles.• For typical graphic treatments on four backgrounds,

see pages 06.08 and 06.09.

Zone 5: Image Bleed Only; No Content Because this zone is below eye level and can easily be obscured by visitors, it functions only as an adjunct to zone 4. Only images extendingfrom zone 4 should appear here; no text or significant content should appear here.


06

Zone 1: Brand Identity• Zone 1 is the area in which the entire exhibit is

identified. Thus, it features the GE identity—thegraphic signature and the Dynamic Monogram—and no other text or imagery may be used here.

• The GE identity is viewed from a distance of 30'to 100' and is displayed between 12' and 20'above ground level.

• For good legibility, the capital letter height is - at the 16' to 20' height, 12" to 36"- at the 12' and 16' height, 8" to 10"

Zone 2: Product Area & Wayfinding• This zone includes messages to - identify a group of products- distinguish between different areas of the exhibit- help visitors find their way • Typically, graphics are viewed from a distance of

20', so capital letter height is between 5" and 10".

06 Section 06: Typical Exhibit GraphicsStandard Graphic Signature Overlays

247.06.06


A standard graphic signature overlay, typicallylocated in zone 3 (see pages 06.04 and 06.05),displays a component or affiliate name: forexample, GE Motors.

The standard graphic signature overlay, provided as a rentable element, is available

• in 3 lengths: - 1m (39”)- 2m (78”)- 3m (117”) • in four background colors: white, light grey,

black, or red• with black or white signature typography and

Monogram (depending on the backgroundcolor) and a Laser Red Laser Line

For custom background colors, see page 06.03.

Graphic signature overlays can also display thenames of products or services, exhibit themes,and slogans such as “We bring good things to life.”Such overlays are custom, available at an addi-tional charge. For assistance in creating customoverlays, contact the exhibit supplier accountmanager assigned to your business (see Section01: Overview, Exhibit Supplier Contacts,” page01.08).

1m white graphic signature overlay



1m light grey graphic signature overlay



GE Motorsg

GE Superabrasivesg


GE Capitalg

GE Power Systemsg

GE Electrical Distribution & Controlg

06 Section 06: Typical Exhibit GraphicsSizes of Graphic Overlays

247.06.07


The custom overlays used in zone 4, which detailthe features and benefits of products and services,can be created in a variety of sizes. The typicalsizes shown on this page conform to the dimensions of either the wall panel or the individual wall panel.

The light grey areas in the examples on this pageshow where a graphic could be placed,and the size of each area is indicated below each example.

Graphic overlays can be attached to wall panels by • a graphic rail • an adhesive system such as hook-and-loop

GE Medical Systemsgg GE Medical Systems

g GE Medical Systemsg GE Medical Systems

GE Medical SystemsgGE Medical Systems

g

39"x 39" 39"x 78"

78"x 39" 117"x 39"

117"x 78" 117"x 92"

Section 06: Typical Exhibit GraphicsBackground Formats

247.06.08

Graphic overlays used on wall panels can featurea variety of backgrounds, as shown here and onpage 06.09: for example,

• white• the Dynamic Monogram• duotone• full bleed

For assistance in creating custom graphics, contact the exhibit supplier account managerassigned to your business (see Section 01:Overview, Exhibit Supplier Contacts,” page 01.08).

Note: The Dynamic Monogram may not be usedalone; it must always be accompanied by agraphic signature with the full signature Mono-gram, as shown in the example on this page.

continued


06

White background

Dynamic Monogram background

Heading on 2 lines:ITC New Baskerville Italic



Text text text text text texttext text text text text texttext text text text text texttext text text text text texttext text text text text texttext text text text

Text text text text text texttext text text text text texttext text text text text texttext text

Text text text text text texttext text text text text texttext text text text text texttext text text text text texttext text text text text texttext text text text Text texttext text text text text texttext text

Text text text text text texttext text text text text texttext text text text text text

Text text text text text texttext text text text Text texttext text text text

Subheading: Univers Condensed BoldCaption: Univers Condensed Bold Text text text text texttext text text text texttext text text text texttext text text text texttext text text text texttext text text

Text text text text texttext text text text texttext text text

GE Plasticsg





Subheading: Univers Condensed Bold

xGE Supplyg

06 Section 06: Typical Exhibit GraphicsBackground Formats, continued

247.06.09


Duotone background

Full-bleed background

All colors in a photograph or illustration can bereduced to two, creating a duotone. Typically, a duotone is used in the background of a graphicoverlay, as shown in the example at the left, providing contrast to a full-color photograph orillustration that highlights product benefits.

A full-bleed background is sized to completely coverthe surface of contiguous wall panels, as shown inthe example at the lower left. This background canbe used alone or with other graphics placed on top.





Subheading: Univers Condensed Bold


Text text text text text texttext text text text text texttext text text text text text

Text text text text text texttext text text text Text texttext text text text


Caption: Univers Condensed Bold Text text text text texttext text text text texttext text text text texttext text text text texttext text text text texttext text textText text text text texttext text text text texttext text text

Caption: Univers Condensed Bold

Text text text text text text text texttext text text text text text text texttext text text text text text text texttext text text text text text text texttext text text text text

GE Medical Systemsg

GE Aircraft Enginese

Section 06: Typical Exhibit GraphicsGraphics Above 8’

247.06.10

In exhibits over 8' in height, the GE identity andcomponent or affiliate names, product or servicenames, and wayfinder information can be displayed in a large format in zones 1 and 2. (For a discussion of the zones in the graphichierarchy, see pages 06.04 and 06.05.)

Above 8', information can be displayed• on wall panels over 8'• in banner graphics• in lightwall graphics

Typical examples of custom graphic signatureoverlays on wall panels over 8' in height areshown on this page. Examples of custom bannergraphics and lightwall graphics appear on pages06.11 and 06.12.

For assistance in creating custom graphics, contact the exhibit supplier account managerassigned to your business (see Section 01:Overview, “Exhibit Supplier Contacts,” page01.08).

continued


06

GE Plasticsex

GE Plasticsg

xg

GE Plastics

14' 7"

10' 12'

06 Section 06: Typical Exhibit GraphicsGraphics Above 8’, continued

247.06.11


xGE Aircraft EnginesgaGE Aircraft Enginesg

aGE Aircraft Enginesg

2m (78")3m (117")

5m (195")

1.3m (52")

Custom banner graphics hang from exhibit postsand beams and can be fabricated to fit each of thestandard beam lengths. Since they can be seenfrom a great distance—across a tradeshow floor—banners are a good place to display the GE identity. For optimum legibility, the capital letter heightsused in banners should be those recommended foruse in graphic hierarchy zone 1 or 2, described onpages 06.04 and 06.05.

Note: The Dynamic Monogram may not be usedalone; it must always be accompanied by a graphicsignature with the full signature Monogram, asshown in the examples on this page.

continued

1.3m (52")

06 Section 06: Typical Exhibit GraphicsGraphics Above 8’, continued

247.06.12


aGE Appliancesg

vGE Appliancesg v GE Appliances

g

aGE Appliancesg

Lightwalls are large internally illuminated curvedstructures with translucent white surfaces. Theirsize, brightness, and uniqueness help draw attentionto any exhibit that uses them. In addition, theircurved surfaces provide a pleasing contrast to theright-angle structure of the modular exhibit elements.

To dramatically identify an exhibit, GE identity elements (the graphic signature and DynamicMonogram) can be applied to lightwalls. For highlegibility, the capital letter heights used on a light-wall should be those recommended for use ingraphic hierarchy zone 1 or 2, described on pages06.04 and 06.05.

Note: The Dynamic Monogram may not be usedalone; it must always be accompanied by a graphicsignature with the full signature Monogram, asshown in the examples on this page.

22' 6"

22' 6"

22' 6"

Section 07: Typical Exhibit CostsIntroduction

247.07.01

The design, fabrication, and mounting of a typical modular exhibit incurs five kinds of cost:

• standard element use cost

• custom element design and fabrication costs,if used

• custom graphic design and production costs, if used

• shipping fees

• tradeshow services fees


07

This section pertains to the major cost, theelement use cost—the cost per tradeshow to rent a single exhibit element. The total rental fee forall the elements used in a single tradeshow isreferred to as the exhibit use cost.

Regarding the other costs:

• The costs of designing and producing custom modular elements and business- or product-specific graphics are based on the hourly ratesnoted under “Additional Services,” page 07.02.

• Shipping and tradeshow services fees are prepaid by the the designated exhibit supplier, if necessary.

Note: Prior to each tradeshow, the exhibit supplier account manager assigned to your business provides a detailed list of all projectedcosts for your approval.

Invoicing Procedure

• When you place an exhibit order, the designatedexhibit supplier writes a work order and faxes itto you to confirm your order.

• You add your GE account or tracking code to theconfirmation and fax it to the GE headquartersnumber provided on the work order.

• At the end of each tradeshow, the exhibit supplier submits a copy of the invoice itemizingall costs associated with the exhibit to you forreview.

• You review the invoice for accuracy.- To indicate approval, you do nothing.- To resolve any disputed charge, you contact the

exhibit supplier account manager assigned toyour business (see Section 01: Overview, “ExhibitSupplier Contacts,” page 01.08).

• The designated exhibit supplier invoices all GE exhibit program costs to GE Corporate Marketing Communications, which in turn billsthe appropriate business for the approved costs.

Section 07: Typical Exhibit CostsServices

247.07.02

The following services are included in an exhibit use cost:

• Storing, maintaining, and inventorying the standard modular elements

• Supervising the project, including - communicating with the client- coordinating graphic production

(Note: Graphic design, layout, and productionare additional services, available at the ratesnoted at the left.)

- ordering (prepaying, if required) and coordinat-ing tradeshow services

- arranging shipping, including· booking the shipper · preparing and packing materials for shipment· loading materials into the shipper’s truck· unloading exhibit materials returned from atradeshow, inspecting for damage, and complet-ing minor refurbishment and repair as required

- ordering on-site labor

• Itemizing all tradeshow services, provided byboth the exhibit supplier and its subcontractors,on the invoice

• Modifying the design and layout of any one ofthe standard modular exhibit configurations(for examples, see Section 04: Modular Exhibits),if required, including providing

- one set of adjustments to the initial modification- black-and-white plan and 3D drawings

• Storing each exhibit

The following items are included in an exhibit use cost:

• A setup floor plan, including - an electrical layout- a product layout- a graphic placement layout

• A detailed list of materials to be shipped


07

Additional ServicesServices not included in an exhibit use cost are available at the following rates:

• Design development $65.00 per hour

• Exhibit supplier labor - standard time $38.50 per hour- overtime $52.00 per hour- double time $63.00 per hour

• On-site supervision and support - standard projects $500.00 per day- special projects $700.00 per day

- travel expenses invoiced at cost

- per diem $50.00 per day

• Storage of custom exhibit properties and products,crated or uncrated

$0.05 per cubic foot

Section 07: Typical Exhibit CostsElement Use Costs

247.07.03


07

Wall panels39"x 96"39"x 82"39"x 14" (header)19"x 96" (half-wide wall panel)19"x 14" (half-wide header)39"x 39"(individual wall panel)

Foundation rail1m2m3m4m

Door panel 39"x 96"

Panel skins, custom(application cost)38"x 38"38"x 14"19"x 14"

Connectors & end covers90˚ 2-way90˚ 3-way90˚ 4-wayFlexibleEnd cover

$263.00$247.00$118.00

$247.00

$118.00

$118.00

$84.00$85.00$86.00$88.00

$273.00

$50.00$45.00$40.00

$40.00$57.00$57.00$57.00$40.00

Lighting fixtures2m downlight3m downlight2m tracklight3m tracklightDirectional halogenSpot specialLight barLow-voltage fixture or lamp

Cabinets, counters, & shelves6' reception counter8' reception counterLarge cabinetSmall cabinetCurved counterAudiovisual cabinetLead shelfPost shelfPost double shelf

Ceiling panels (meters)Arc 1 x 2

1 x 31 x 42 x 22 x 43 x 3

Flat 1 x 42 x 22 x 43 x 3

Cantilever ceiling arm

Graphic overlaysGraphic signature overlay1m2m3m

Dynamic Monogram overlay, used on2m x 2m wall panel surface3m x 3m wall panel surface2 x 2 lightwall sections2 x 3 lightwall sections3 x 3 lightwall sections4 x 4 lightwall sections

$120.00$131.00$142.00$142.00$23.00$34.00$53.00$23.00

$169.00$169.00$153.00$150.00$153.00$153.00$58.00

$148.00$150.00

$169.00$171.00$186.00$173.00$191.00$181.00$184.00$171.00$189.00$179.00$78.00

$65.00$103.00$158.00

$275.00$328.00$298.00$341.00$396.00$512.00

Effective:March 1, 1997

Costs can change.For current costs,contact the exhibitsupplier accountmanager assigned to your business.

Posts 2.4m3m4m5m6m

Beams2m3m4m5m6m7mCeiling panel shelf fastener

Lightwalls* (sections)1 x 42 x 32 x 93 x 33 x 43 x 64 x 46 x 44 x 9

MiscellanyRoad box with toolsCarpeting, including pad(per square foot)

$167.00$167.00$167.00$167.00$167.00

$100.00$100.00$100.00$100.00$100.00$100.00$15.00

$349.00$682.00

$1,210.00$852.00$978.00

$1,456.00$1,087.00$1,579.00$2,317.00

$200.00$1.19

*Lightwall sections are not modular; they cannot be reassembledin any shape or size other than those listed here under “Lightwalls”

Section 07: Typical Exhibit CostsExhibit Use Costs

247.07.04

Linear exhibits

L – 10A $2,215L – 20A $3,876L – 20B $3,428L – 20C $3,114L – 20D $3,284L – 20E $3,955L – 20F $3,101L – 20G $2,974L – 20H $3,404L – 20I $4,399L – 30A $5,038L – 30B $4,481L – 30C $4,612L – 30D $5,256L – 30E $3,758L – 40A $6,353L – 40B $5,354L – 40C $7,620L – 50A $8,592L – 50B $6,477L – 50C $6,943L – 50D $7,624L – 60A $9,396L – 60B $9,238L – 60C $13,761


07

Island exhibits

I – 2020A $8,838I – 2020B $11,450I – 2020C $15,779I – 2020D $5,625I – 2020E $9,057I – 2020F $7,439I – 2030A $5,504I – 2030B $12,576I – 2030C $12,220I – 2030D $9,018I – 2030E $17,048I – 2030F $10,023I – 2030G $9,322I – 2030H $11,128I – 2030I $16,854I – 2030J $12,586I – 2040A $8,368I – 3040A $33,134I – 3040B $26,736I – 3040C $19,814I – 3040D $12,205I – 4040A $20,496I – 4040B $26,036I – 4040C $21,530I – 4050A $19,472I – 4050B $19,053I – 5070A $31,819

Cross-aisle exhibits

C – 3030A $8,680C – 3030B $12,270C – 3030C $13,058

Effective:March 1, 1997

Costs can change.For current costs,contact the exhibitsupplier accountmanager assigned to your business.

Section 08: Exhibit Order FormsGeneral Guidelines

247.08.01

Use the forms in this section to

• order a portableexhibit

• add a tradeshow to the list of regularly scheduledGE tradeshows


08

Instructions:

• Make a photocopy of the required form.

• Fill out the photocopied form completely (incomplete formscan cause delay).

• Fax the photocopied form to the exhibitsupplier accountmanager assigned to your businessat 770 277-1920.

For more forms, contact the exhibitsupplier accountmanager assigned to your business.

(For the exhibit supplier accountmanager assigned to your business, see Section 01:Overview, “ExhibitSupplier Contacts,”page 01.08).

Section 08: Exhibit Order FormsPortable Exhibit Order

247.08.02

Name

Component or affiliate name Component or affiliate code

Address: Street

City State or province Country Zip or postal code

Contact numbers: Telephone Facsimile

E-mail

Event name

Event dates Event location

I need the portable exhibit by this date: I will return the portable exhibit on this date:

Ship the portable exhibit to this address: Street


Charge the shipping costs to: (Enter an internal billing code or a FedEx or DHL account number.)

Existing graphics needed: (Enter graphic inventory numbers.)

Total quantity of existing graphics:

New graphics needed: Check here and attach a list of the new graphics needed.

Shelves needed Number

Signature Date

Use this form to order a standingor tabletop portableexhibit.

• Make a photocopy of this form.






08

Portable Exhibit

Section 08: Exhibit Order FormsNew Tradeshow Alert

247.08.03

Use this form to add a tradeshow to the list of regularly scheduledGE tradeshows.

• Make a photocopy of this form.






08

Name

Component or affiliate name Component or affiliate code

Address: Street


Contact numbers: Telephone Facsimile

E-mail

Event name Exhibit size

Event dates Event location

Booth number Event association Name Telephone numbercontact:

Exhibit is based on configuration number:

Other GE businesses that will exhibit in the same space: (Enter business names, contact names, and telephone numbers.)

Signature Date

New Tradeshow Alert

Pres

enta

tion

Mat

eria

lsThese standards apply to the

• printed reports and proposals• overhead transparencies• slides

used inside or outside the Company prepared by

• the Company or itscomponents- subcomponents• affiliates licensed to use the GE identity

These guidelines are basic. They are intended to help anyone using a personal computer to prepare presentation materials for GE, in particular those with little or no experience ortraining in design, layout, or communication.These standards provide a plan for using the elements of the GE Identity Program correctly inpresentation materials. In addition, they help to

• simplify and clarify information by standardizingits presentation in three basic forms: print, overhead transparencies, and slides

• streamline and modernize presentation materials by eliminating unnecessary, decorative, or distracting graphic elements, textures, patterns,backgrounds, and borders

• unify the presentation materials of all GE

components and licensed affiliates so that eachdraws from and contributes to the strength of acommon GE identity

• provide flexibility to accommodate differentkinds of information and communication needsacross a variety of presentation formats

• reduce cost and speed production through theuse of common design standards

248

GE Identity Program

g

Presentation MaterialsContents

248.00.01

Section 01: Introduction 248.01.01General Guidelines 248.01.02Recommended Typefaces & Sizes 248.01.03

Section 02: Cover Pages & TitlesGeneral Guidelines 248.02.01Cover Pages 248.02.02Overhead Title Transparencies 248.02.03Title Slides 248.02.04Using the Monogram with Other Logos• on Cover Pages 248.02.05• in Overhead Title Transparencies 248.02.06• in Title Slides 248.02.07

Section 03: Headlines, Text, & TablesText Style• General Guidelines 248.03.01• for Print Presentations 248.03.02• for Overhead Transparencies 248.03.03• for Slides 248.03.04Two- & Three-Column Grids• General Guidelines 248.03.05• for Print Presentations 248.03.06• for Overhead Transparencies 248.03.07• for Slides 248.03.08Table Style• General Guidelines 248.03.09• for Print Presentations 248.03.10• for Overhead Transparencies 248.03.11• for Slides 248.03.12Build Style• for Overhead Transparencies 248.03.13• for Slides 248.03.14Photograph & Chart Positions• in Overhead Transparencies 248.03.15• in Slides 248.03.16

Section 04: Charts & GraphsIntroduction 248.04.01Flow Charts 248.04.02Pie Charts• Single 248.04.03• Multiple 248.04.04Bar Charts• Single 248.04.05• Multiple 248.04.06Chart Labels 248.04.08

GE Identity Program 248, Presentation Materials GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

0102

03

04

01 Section 01: Introduction 248.01.01


In an issue of Adweek magazine, Betsy Sharkeywrote that desktop publishing on a personal computer “conjures visions of graphics-ladenreports and in-house newsletters that have the colorful panache of USA Today.”

The reality, however, is often quite different. To fit as much information as possible on one page,type is reduced or squeezed almost beyond legibility. Boxes, borders, centered blocks, andshadows abound. Headlines typeset in all capitalletters defy comprehension. Charts incorporatingthe full gamut of crosshatch patterns do more toaggravate astigmatism than clarify information.

“In the age of [the personal computer], everybodyis a designer—sort of,” said Mark Dolliver in thesame issue of Adweek. “People with no training ingraphic design are choosing headline typefacesand page layouts for their reports, proposals, andmanuals.” The result? Eyesores and confusion.

When typewriters prevailed, reports and presentations were limited to words, numbers, and horizontal lines. The myriad choices of com-puter-generated graphics were simply unavailable.

Today the push of a button produces a flashydesign. It’s easy to forget that “less decoration,more information” still holds true.

Whether you use a computer or traditional means,producing a presentation layout is not a matter of letting your imagination run wild or slavishly following rules; it is a matter of displaying informationas simply as possible with utmost clarity.

The following sections show typical pages, overhead transparencies, and slides from GE

presentations. These materials provide examples ofthe best practices for displaying information clearlyand simply. (Note: Details in these materials havebeen changed to protect proprietary information.)

Producing a presentation layout is a matter of displaying information

• as simply as possible • with utmost clarity

01 Section 01: IntroductionGeneral Guidelines

248.01.02

Main Headlines• Typeset main headlines in Univers 68.*• Place them at the top of the presentation format,

directly above the horizontal line, always inexactly the same size and position throughoutthe presentation.

Capital Letters• Avoid presenting any text, including headlines,

in all capital letters since such text is not as easyto read as that using a combination of uppercaseand lowercase letters.

• Follow either of these standards for the capital-ization used in headlines, titles, and callouts:

- Capitalize only the first letter of the first word, as if the text were an ordinary sentence.

- Capitalize the first letter of the first word and allother words, except use all lowercase letters for · articles (a, an, the)· conjunctions (such as and, but, or)· prepositions (such as at, for, of, to)

Text• Begin body copy at the same point on each

transparency or page, leaving at least one linespace between the horizontal line and the firstline of copy.

• Set copy flush left, ragged right. Do not center or justify copy.

Lines & BoxesAvoid boxes and vertical rules. (See the examples of tables on pages 03.10 to 03.12.)

Consistency• Throughout a presentation, use a single type size

and style for each kind of typographic element—for example, all headlines should use the same style, all body text should use the samestyle, and so on.

• Do not make short text larger and long textsmaller to fit an area and do not change type sizefrom one page or transparency to the next.

Monogram• Use the Monogram only in the graphic signature

on the cover page, title transparency, or title slide.• Do not use the Monogram (or a full graphic

signature)- in headlines or text - as a novelty punctuation device- for any decorative purpose whatsoever


Which form is best: printed presentations, overhead transparencies, or slides? Overhead presentations and slides work best assimplified versions of printed presentations. Thus,

• put details in a printed presentation• project only highlights

Projections crowded with details are difficult to read, so keep overhead transparencies simpleand slides even simpler.

TypefacesThe typefaces used in GE presentations are

• ITC New Baskerville• Univers and Univers Condensed

For printed text, serif type is more legible thansans serif type. The example at the left shows thatthe additional detail of serifs aids in recognition;whereas the sans serif letters in the top line areunreadable, you can tell that the serif letters inthe bottom line spell again.

Nevertheless, for type projected in overheadtransparencies and slides, a sans serif typeface is preferred. When projected even slightly out offocus (an unfortunate but common occurrence),the thin strokes of serif type tend to disappear,making the letters difficult to read, as shown inthe example at the left.

• Use the serif typeface ITC New Baskervillefor long print presentations and reports.

• Use the sans serif Univers family of typefor overhead transparencies and slides.

Note: When using the same presentation forboth print and overhead transparencies, reproduce the overhead transparencies in print.

Type Weights• For most text, use the regular or normal weight

of type. • For emphasis, use bold or italic. Make certain

that a change in emphasis clarifies rather thanclutters the text.

againagain


01 Section 01: IntroductionRecommended Typefaces & Sizes

248.01.03


Detailed printed Simplified overhead Greatly simplified reports and presentations transparencies slide presentations*

Headlines 18- to 20-point Univers 68 20- to 24-point Univers 68 22- to 24-point Univers 68

Text 12- or 14-point 18- to 24-point Univers 55, 20- to 24-point Univers 55, ITC New Baskerville 65, 48, or 68, or ITC New 65, 48, or 68

Baskerville

Subheads Univers 68, Same size as text, bold Same size as text, boldsame size as text or highlighted by color

Charts & Tables 10- or 12-point 14- or 16-point Univers 55 12- to 16-point Univers 55ITC New Baskerville or Univers 55

Maximum number 28 20 10of lines of text(under the horizontal line at the top of the presentation format)

To minimize confusion, keep sizes for headlines, text, subheads, and graphs consistent throughout the entire presentation.

*Based on a slide layout formatof 4 5 ⁄8” x 7” Note: In computer typesetting, alternative names for

the faces in the Univers series may be used: for example,• for Univers 45, Univers (45) Light• for Univers 46, Univers (45) Light Oblique• for Univers 47, Univers (47) Condensed Light• for Univers 48, Univers (47) Condensed Light Oblique• for Univers 55, Univers (55) Plain• for Univers 56, Univers (55) Oblique• for Univers 65, Univers (65) Bold• for Univers 66, Univers (65) Bold Oblique• for Univers 67, Univers (67) Condensed Bold• for Univers 68, Univers (67) Condensed Bold Oblique• for Univers 75, Univers (75) Black• for Univers 76, Univers (75) Black Oblique• for Univers 85, Univers (85) Extra Black• for Univers 86, Univers (85) Extra Black Oblique



02 Section 02: Cover Pages & TitlesGeneral Guidelines

248.02.01

Sequence and Emphasis of InformationFollow this sequence when laying out the coverpage or title transparency, as shown in the examples on pages 02.02 to 02.04:

• In the graphic signature: Communicative name of the component originating the report or presentation, always inUnivers 68 and, if needed, Univers 48*

• First:Title of material, in bold

• Second:Source of material, in the same size as the titlebut in regular weight

• Third:Date of material, in the same style as the sourceof the material

• At the bottom: “Confidential” (if applicable), in the same styleas the title


Laser LineWhenever possible, bleed the Laser Line (the horizontal line in the graphic signature) left off the presentation format, as shown in theexamples of slides on page 02.04.

If your printer cannot bleed the Laser Line offthe format (as is the case with most laser print-ers, which cannot print up to the edge of thepaper), begin the Laser Line at the left margin,aligning it with the left edge of the Monogram,as shown in the examples on pages 02.02 and02.03.

In most cases, extend the Laser Line right to align with the end of the “E” in “GE”in the communicative name of the componentused in the signature typography.

Select a weight (thickness) for the Laser Line to ensure its visibility:

• The minimum weight is 1 ⁄2 point. • The maximum weight is 6 percent of the

diameter of the signature Monogram. • Any weight between the minimum and maxi-

mum is acceptable, but it is preferable to keepthe line as fine (thin) as possible.

TypefacesFor the communicative name of the componentin the graphic signature, use only Univers 68 and, if needed, Univers 48.*

For the other information on the cover page or title transparency, use the same typefaces usedin the balance of the presentation.

Graphic SupportIf desired, use any one of the following asgraphic support on the cover page or title transparency, as shown in the example on page02.04:

• photograph• illustration• thematic graphic• Dynamic Monogram

For more information on the Dynamic Mono-gram, see document 134, Dynamic Monogram.


02 Section 02: Cover Pages & TitlesCover Pages

248.02.02

Graphic Signature• Use a graphic signature on only

the cover page of a printed presen-tation. Do not display the signature(or the Monogram alone) on theinside pages.

• In the signature typography, alwaysuse Univers 68 and, if needed,Univers 48,* sized to equal 1 ⁄4 , 1 ⁄3 ,or 1 ⁄2 the point size of the Mono-gram, typeset on a computer usingGE Logo Font. In the examples atthe left, the signature typography(20 points) equals 1 ⁄4 the point sizeof the Monogram (80 points).

• Use the Monogram only in agraphic signature. Do not use theMonogram in headlines or text.

For more information on typesetting the Monogram on a computer, see document 382, GE Logo Font.

For more information on graphicsignatures, see document 131,Graphic Signatures.

Balance of InformationUse either

• ITC New Baskerville • Univers 68 and 48*

For recommended type sizes, seepage 01.03.

Note: Using cover pages preprintedwith the Laser Line in Laser Redand the signature Monogram andtypography in Platinum Grey is a convenient way to add color andconsistency to printed reports, proposals, and presentations.These sheets can be customizedwith appropriate title informationusing a laser printer.


Examples are reductions of 11 x 8 1 ⁄2 - inch formats.

Monogram: 80-point GE Logo Font, signature typography: 20-point Univers 68, text: 36-point ITC New Baskerville

Monogram: 80-point GE Logo Font, signature typography and text: 20-point Univers 68 and 48 *For names used in computer typesetting, see the footnote on page 01.03.

Strategic Account Management Program Review

Strategic Account Management Staff

June 1988

gGE Corporate Marketing Communications

Steam Turbine Parts & Service Study Final Summary Report

Field work and initial tabulation by Smith Research Associates Boston, MA

Analysis and final report by GE Market Development & Consulting Bridgeport, CT

June 1987

Confidential

gGE Power Generation

Section 02: Cover Pages & TitlesOverhead Title Transparencies

248.02.03

Graphic Signature• Use a graphic signature on only

the title transparency of an overhead presentation. Do not display the signature (or the Monogram alone) on the followingtransparencies.





Balance of InformationUse Univers or Univers Condensed.


Note: Using title transparenciespreprinted with the Laser Line in Laser Red and the signature Monogram and typography in Platinum Grey is a convenient wayto add color and consistency tooverhead presentations. Thesetransparencies can be customizedwith appropriate title informationusing a laser printer.

Monogram: 80-point GE Logo Font, signature typography: 20-point Univers 68, text: 36-point Univers 75


02

Monogram: 80-point GE Logo Font, signature typography: 20-point Univers 68, text: 24-point Univers 68 and 48 *For names used in computer typesetting, see the footnote on page 01.03.

Strategic Account Management Program Review

June 1988

gGE Corporate Marketing Communications

Steam Turbine Parts & Service

Smith Research Associates GE Market Development & Consulting

June 1987

Confidential



02 Section 02: Cover Pages & TitlesTitle Slides

248.02.04

Graphic Signature• Use a graphic signature in only

the title slide of a slide presenta-tion. Do not display the signature(or the Monogram alone) on thefollowing slides.





Balance of InformationUse Univers or Univers Condensed.


ColorThe recommended backgroundcolor for GE slide presentations isopaque black with white typogra-phy and Laser Red in the LaserLine. If another background coloris required, choose one from theGE Dark Color Palette, available from the GE Identity Website orHotline.


Monogram: 66-point GE Logo Font, signature typography: 22-point Univers 68, text: 22-point Univers 68 and 48

Monogram: 66-point GE Logo Font, signature typography: 22-point Univers 68, text: 22-point Univers 65 and 55

*For names used in computer typesetting, see the footnote on page 01.03.

Note: The letterspacing of light type against a darkbackground is slightly moreopen than that normally used in print.

Strategic Account ManagementProgram Review

eGE Corporate Marketing Communications

Steam Turbine

Parts & Service

eGE Power Generation

Confidential

Examples are reductions of a 4 5⁄8 x 7 - inch formatfor 35 mm slides.

02 Section 02: Cover Pages & TitlesUsing the Monogram with Other Logoson Cover Pages

248.02.05

When using the logo of anothercompany on a cover page, followthese guidelines, as shown in theexample at the upper left:

• Keep the other logo outside thegraphic signature, well separatedfrom the Monogram. Do not placethe other logo next to the Mono-gram (for example, do not place it to the right of the Monogram, as shown in the incorrect exampleat the lower left). Because such a placement suggests a strongalliance with GE, it is reserved forthe identification of only thosejoint ventures that are licensed to use joint marks.

(For more information on jointmarks, see document 341, Name & Trademark Practices for Affiliates,pages 30 to 35.)

• Avoid using the other logo in thetitle; instead, use the name of the company in the title, set in thesame typeface and size as the balance of the title.

• Place the logo at the bottom of thecover sheet, separated from butaligned with the other elements.



Monogram: 80-point GE Logo Font, signature typography: 20-point Univers 68, text: 36-point ITC New Baskerville

Proposal toVirginia Power, Inc.

June 1988


VIRGINIA POWER


June 1988


02 Section 02: Cover Pages & TitlesUsing the Monogram with Other Logosin Overhead Title Transparencies

248.02.06

When using the logo of anothercompany in a title transparency,follow these guidelines, as shownin the example at the upper left:



• Avoid using the other logo in thetitle; instead, use the name of the company in the title, set in the same typeface and size as the balance of the title.

• Place the logo at the bottom of the overhead transparency,separated from but aligned withthe other elements.


Monogram: 80-point GE Logo Font, signature typography: 20-point Univers 68, text: 36-point Univers 75



June 1988


VIRGINIA POWER


June 1988


02 Section 02: Cover Pages & TitlesUsing the Monogram with Other Logosin Title Slides

248.02.07

When using the logo of anothercompany in a title slide, followthese guidelines, as shown in theexample at the upper left:



• Avoid using the other logo in thetitle; instead, use the name of the company in the title, set in thesame typeface and size as the balance of the title.

• Place the logo at the bottom of thetitle slide, separated from butaligned with the other elements.


Monogram: 66-point GE Logo Font, signature typography and text: 22-point Univers 68

Graphic signature: 34-point Univers 68, text: 34-point Univers 65 and 55

Proposal to Virginia Power, Inc.


VIRGINIA POWER

Proposal to Virginia Power, Inc.




03 Section 03: Headlines, Text, & TablesText Style General Guidelines

248.03.01

The same basic style for text is used in allprint, overhead, and slide presentations:

• Use a fine (thin) horizontal line at the top ofthe presentation format. Place the headlineabove the line and the body text below it.

• Set type flush left, ragged right.• Use at least one point of additional space

between lines of type.• Do not indent paragraphs; instead, skip at

least one-half line space between paragraphs.


Headline & Top Horizontal Line

Typeface: Univers 68.*

For recommended type sizes, see page 01.03.

Keep the headline and top horizontal line thesame size and in the same position on all pagesor transparencies, whether the text and head-lines are long or short.

Because most laser printers cannot print up tothe edge of the paper, in the examples of printpresentations and overhead transparencies onpages 03.02 and 03.03, the top horizontal line is shown beginning at the left margin, alignedwith the left edge of the headline and text. Nevertheless, if the line can bleed left off the format, it should, as shown in the examples ofslides on page 03.04.

Body Text

Typefaces• Body copy: ITC New Baskerville• Subheads and highlights: Univers 68*

For recommended type sizes, see page 01.03.

Begin the body text at least one line space belowthe horizontal line used at the top of all presentation formats. Keep this beginning pointthe same on all pages or transparencies, whetherthe body text is long or short.

When listing items,• for first-level indents, use solid bullets• for second-level indents, use short dashes


03 Section 03: Headlines, Text, & TablesText Style for Print Presentations

248.03.02

Body CopyUse ITC New Baskerville, sized bythis method:

• Determine the size required forthe page with the most text.

• Use that size for all body text in thepresentation.

Note: To maintain easy readability,do not use a size smaller than 10points or larger than 16 points forbody text. The recommended sizeis 12 to 14 points.

Subheads & Highlights• For first-level subheads and highlights,

use Univers 68* in the same size as the body text. Do not box orunderline highlights.

• For second-level subheads, use ITC

New Baskerville Italic.

Page Numbers & Footnotes Use ITC New Baskerville, 2 pointssmaller than the body text.


Subheads: Univers 68, text: 14-point ITC New Baskerville


Marketing• EDI and GE Plastics

– Upwards of 60 customers are tied into GEP’s EDI system – a look at how and why it works.

• EDI and GE Lighting

– The customers are demanding it and GE Lighting is delivering – a look at their EDI system.

• Pumping new life into an old market

– GE Plastics and GE Motors link up to solve a common problem and create sales for both.

Service• GE “Action Center” in action

– GE Mortgage Insurance is providing unsurpassed service to customers.

• AIM for Excellence year-end winner

– ED&C earns $25,000 grand prize.

• GE Aircraft Engines’ Quality Ambassadors

– GEAE employees visit the customers to spread the quality and service message back home

Selling• Laptops in Louisville

– GE Appliances is increasing field sales productivity through the use of portable computers.

• GEIS “is it” for Coke

– An on-site project manager is the secret formula in GE Information Service’s success

with Coca-Cola in Atlanta.

Customer Focus Magazine

25


03 Section 03: Headlines, Text, & TablesText Style for Overhead Transparencies

248.03.03

Overhead projections are difficultto read when they contain toomuch copy. To enhance legibility,

• make overhead transparencies summaries of the correspondingprint presentation

• use the largest type size that spacepermits

Compared to preparing a print presentation, when preparing over-head transparencies,

• shorten copy to express the gist ofan idea, omitting detail (When thepresentation is made, the commen-tator can elaborate on the idea andcite details.)

• break long material into severaloverhead transparencies, as shownin the examples at the left

Body CopyUse Univers 55, 56, 47, or 48* forthe body text. Determine the sizeand style required and use thesame size and style in all body textin the presentation.

Subheads & Highlights To differentiate subheads andhighlights from the body text, usethe bold or black version of thetypeface selected for the body text(Univers 75, 76, 67, or 68*) in thesame size as the body text.

Recommended combinations of typefaces* for body copy andsubheads:

Text SubheadUnivers 55 Univers 75, 76, 68

Univers 56 Univers 76


Do not box, underline, or other-wise embellish highlights.


Subheads: Univers 65, text: 24-point Univers 55

Subheads: Univers 68, text: 20-point Univers 48 *For names used in computer typesetting, see the footnote on page 01.03.


Marketing

• EDI and GE Plastics– A look at how and why GEP’s EDI system works

• EDI and GE Lighting– The customers demand EDI: GE Lighting delivers

• Pumping new life into an old market– GE Plastics and GE Motors link up and create

sales for both

Service

• GE “Action Center” in action– GE Mortgage Insurance is providing unsurpassed

service to customers• AIM for excellence year-end winner– ED&C earns $25,000 grand prize


Marketing

• EDI and GE Plastics– A look at how and why GEP’s EDI system works

• EDI and GE Lighting– The customers demand EDI: GE Lighting delivers

• Pumping new life into an old market– GE Plastics and GE Motors link up and create sales for both

Service

• GE “Action Center” in action– GE Mortgage Insurance is providing unsurpassed service to customers

• AIM for excellence year-end winner– ED&C earns $25,000 grand prize


Section 03: Headlines, Text, & TablesText Style for Slides

248.03.04

Slides are difficult to read whenthey contain too much copy. To enhance legibility, make slidesvery brief summaries of the corresponding print presentation. Compared to preparing a printpresentation, when preparingslides,

• shorten copy using only key wordsand phrases (When the presenta-tion is made, the commentator candefine and expand on the idea andcite details.)

• break long material into severalslides, as shown in the examples atthe left

Body CopyUse Univers 55, 56, 47, or 48* forthe body text. Determine the sizeand style required and use thesame size and style in all body textin the presentation.

Subheads & Highlights To differentiate subheads andhighlights from the body text, useeither (but not both)

• the bold or black version of the typeface selected for the body text(Univers 75, 76, 67, or 68*) in thesame size as the body text

• color

Recommended combinations of typefaces* for body copy andsubheads when color is not usedfor differentiation:

Text SubheadUnivers 55 Univers 75, 76, 68



Do not box or underline highlights.

Subheads and text: 22-point Univers 68 and 48


03






– How and why GEP’s system works• EDI and GE Lighting

– Customers are demanding it• Pumping new life into an old market

– GE Plastics/GE Motors link up and benefit



– How and why GEP’s system works• EDI and GE Lighting

– Customers are demanding it• Pumping new life into an old market

– GE Plastics/GE Motors link up, benefit


Section 03: Headlines, Text, & TablesTwo- & Three-Column GridsGeneral Guidelines

248.03.05

As shown in the examples on the precedingpages, the standard size and position of the

• headline• top horizontal line• left margin

establish consistency and help unify all the pagesor transparencies of a presentation.

To accommodate different kinds of information,introduce variety, and avoid monotony within a presentation, it can be useful to mix one-, two-,and three-column grids like those shown in the examples at the left.

One-column format


03

Two-column format

Three-column format

Headline

Headline

Headline


03

Subheads: Univers 68, text: ITC New Baskerville

Subheads: Univers 68, text: ITC New Baskerville

Section 03: Headlines, Text, & TablesTwo- & Three-Column Gridsfor Print Presentations

248.03.06


To display a list of short items in aprint presentation, use two or threenarrow columns. They will allowmore copy to fit on a page.

A two- or three-column grid is alsouseful for long paragraphs of copy,since it is easier to read a tall, narrow block of short lines than a short, wide block of long lines.

Whenever possible, use the sametypeface and size in two- and three-column grids as are used in one-column grids in the presentation. If necessary to accommodate moreinformation, the typeface and sizemay be different from the standardbody text used in the presentation(for example, smaller or condensed),but in that case, use this same type-face and size in all other two- orthree-column displays throughoutthe presentation.


– Upwards of 60 customers tied into GEP’s EDI system—a look at how and why it works.

• EDI and GE Lighting– The customers are demanding it and GE Lighting is delivering—a look at their EDI system.

• Pumping new life into an old market– GE Plastics and GE Motors link up to solve a common problem and create sales for both.

Perspectives• EDI equals productivity

– Selling customers on EDI.

• Selling in the future: – How Appliances is doing it now.– GE Appliances looks at its business’ new selling technology.



• AIM for Excellence year-end winner– ED&C earns $25,000 grand prize.

• GE Aircraft Engines’ Quality Ambassadors– GEAE employees visit the customers to spread the quality and service message back home.


– GE Appliances is increasing field sales produc-tivity through the use of portable computers.

• GEIS “is it” for Coke– An on-site project manager is the secret formula in GE Information Service’s success with Coca-Cola in Atlanta.



– Upwards of 60 customers tiedinto GEP’s EDI system—a look at how and why it works.

• EDI and GE Lighting– The customers are demanding it and GE Lighting is delivering—a look at their EDI system.



– Selling customers on EDI.

• Selling in the future: – How Appliances does it now.– GE Appliances looks at its business’ new selling technology.



• AIM for Excellence year-end winner– ED&C earns $25,000grand prize.

• GE Aircraft Engines’ Quality Ambassadors– GEAE employees visit the customers to spread the quality and service message back home.



– GE Appliances is increasing field sales productivity through the use of portable computers.

• GEIS “is it” for Coke– An on-site project manager is the secret formula in GE Information Service’s success with Coca-Cola in Atlanta.


03

Subheads and text: 24-point Univers 68


Section 03: Headlines, Text, & TablesTwo- & Three-Column Gridsfor Overhead Transparencies

248.03.07

To display a list of short items inan overhead transparency, use twoor three narrow columns. They will allow more copy to fit on anoverhead transparency and remainlegible when projected.

A two- or three-column grid is alsouseful when combining text withcharts or photographs (see page03.15).

Whenever possible, use the sameUnivers typeface and size in two-and three-column grids as are used in one-column grids in the presentation. If necessary toaccommodate more information,the typeface and size may be different from the standard bodytext used in the presentation (forexample, smaller or condensed),but in that case, use this same typeface and size in all other two- or three-column displays throughout the presentation.



Marketing

• EDI and GE Plastics• EDI and GE Lighting• Pumping new life into

an old market

Perspectives

• EDI equals productivity• Selling in the future:

How GE Appliances is doing it now

Service

• GE “Action Center” in action• AIM for excellence

year-end winner• GE Aircraft Engines’

Quality Ambassadors

Selling

• Laptops in Louisville• GEIS’ on-site project manager

“is it” for Coke• EDI as a selling tool

Marketing•EDI and GE Plastics•EDI and GE Lighting•Pumping new life into

an old market

Perspectives•EDI equals productivity•Selling in the future:


Service•GE “Action Center” in action•AIM for excellence

year-end winner•GE Aircraft Engines’

Quality Ambassadors

Selling•Laptops in Louisville•GEIS’ on-site project manager

“is it” for Coke•EDI as a selling tool



03



Section 03: Headlines, Text, & TablesTwo- & Three-Column Grids for Slides

248.03.08


To display a list of short items in a slide, use two or three narrowcolumns. They will allow morecopy to fit on a slide and remainlegible when projected.

A two- or three-column grid is alsouseful when combining text withcharts or photographs (see page03.16).

Whenever possible, use the sameUnivers typeface and size in two-and three-column grids as are used in one-column grids in the presentation. If necessary toaccommodate more information,the typeface and size may be different from the standard bodytext used in the presentation (forexample, smaller or condensed),but in that case, use this same typeface and size in all other two- or three-column displays throughout the presentation.



Marketing• EDI and

GE Plastics• EDI and

GE Lighting• Pumping new life

into an old market

Perspectives• EDI equals

productivity• Selling in the future:



Marketing• EDI and

GE Plastics• EDI and

GE Lighting• Pumping

new life intoan old market

Perspectives• EDI equals

productivity• Selling in the

future: HowGE Appliances is doing it now


03 Section 03: Headlines, Text, & TablesTable Style General Guidelines

248.03.09

In all presentation tables,

• use- the same typeface and size

(Note: The typeface and size used in tables maydiffer from that used in the body text, asdescribed on pages 03.10 to 03.12, but it shouldbe the same in all the tables.)

- the same text style used for body copy (flush left with no paragraph indents and at leastone-half line space between paragraphs)

- fine (thin) horizontal lines to aid the eye in read-ing across vertical columns

- heavy (thick) horizontal bars or bands to structureand emphasize information

• avoid- vertical lines- boxes- special background colors


03

Text: 11-point ITC New Baskerville, highlights: Univers 68

Subheads: Univers 68, text: 12-point ITC New Baskerville

Section 03: Headlines, Text, & TablesTable Stylefor Print Presentations

248.03.10

For tables in print presentations,use either

• Univers or Univers Condensed• ITC New Baskerville

sized by this method:• Determine the size required for

the table with the most text.• Use that size for all tables in the

presentation.

Note: To maintain easy readabil-ity, do not use a size smaller than9 points or larger than 14 pointsfor the text in tables in print presentations. The recommendedsize is 10 to 12 points.


Major Marketing AreasMarketing area

Northeast

UpperMidwest

Southeast

PacificNorthwest

Major grades produced

• Fine

• Specialties

• Fine

• Bulk

• Coarse

• Fine

• Coarse

Characteristics of installedequipment base

• Many old narrowmachines with olddrive systems

• Strong presence

• Many old narrowmachines with olddrive systems

• Many large modernmachines

• Mixture of old narrow machinesand large modernmachines

Assessment of opportunity for revamps

Fair• While there are many

machines with old drive systems in this area, manywill be shut down andshipped overseas rather thanrevamped

Excellent• This area has ranked consis-

tently the highest in terms of machine revamp dollarsspent per ton produced

Excellent• The bulk market is booming,

and customers are pursuingmachine speed-ups and havethe funds for revamps

Good• The machine base is fairly

small but relatively concen-trated geographically

Strategy implications

• Using ABC for prospecting,concentrate on smaller, maintenance-driven revampsand offer flexible financingterms to cash-strapped customers

• Shore up skill resources

• ABC team has the area well covered and is vigorously pursuing all opportunities

• Field skill resources arepresently adequate

• Leverage exposure andexperience from jobs run out of the Atlanta zone to land further projects in the surrounding area

• Build up skill resources outside the Atlanta zone

• Leverage exposure and experience from jobs to landfurther turnkey projects

• Do some prospecting withuncovered customers to identify new opportunities

Parts Supplier Extremely Very Somewhat Not too Not at allsatisfied satisfied satisfied satisfied satisfied

Part 1 GE only 2% 25% 64% 7% 2%

X only – 33% 53% 11% 2%

Part 2 GE only 2% 29% 59% 9% 2%

X only – 29% 54% 15% 2%

Part 3 GE only 2% 34% 55% 8% 2%

X only – 33% 49% 14% 5%

Part 4 GE only 3% 26% 66% 6% –

X only – 34% 53% 13% –

Part 5 GE only 2% 30% 56% 9% 4%

X only – 36% 48% 14% 2%

More X-company users than GE users are dissatisfied with their OEM as a parts supplier

Satisfaction with current parts suppliers by users who solo-source from OEM only


03



Section 03: Headlines, Text, & TablesTable Stylefor Overhead Transparencies

248.03.11

For tables in overhead presentations,use Univers or Univers Condensedin the largest practical size. Use thesame typeface and size for all tablesin the presentation.

Overhead presentations work bestwhen they are simple summaries ofthe information in a correspondingprint presentation. To achieve thissimplicity while accommodatingthe information required in a printpresentation table, you may need to

• restructure or reorient the table• edit the copy• use more than one transparency

(See “Build Style for OverheadTransparencies,” page 03.13.)

The example at the upper leftbreaks the print version of thetable (shown on page 03.10) intotwo overhead transparencies (onlythe first is shown here) andchanges the orientation of thetable from horizontal to vertical.

The example at the lower left sim-plifies the print table by combiningsome of the satisfaction categories.

Note: These examples are notrequired approaches. They merelydemonstrate two of the possibilitiesfor presenting summaries of complex information.


Marketing area Northeast Upper Midwest

Major grades • Fine • Fineproduced • Specialties • Bulk

Characteristics • Many old narrow • Many old narrowof installed machines with old machines with oldequipment base drive systems drive systems

• Strong presence

Assessment of Fair Excellentopportunity • While there are many • This area has rankedfor revamps machines with old drive consistency the highest

systems in this area, in terms of machinemany will be shut down revamp dollars spentand shipped overseas per ton producedrather than revamped

Strategy • Using ABC for prospecting, • ABC team has the areaimplications concentrate on smaller, well covered and is

maintenance-driven vigorously pursuing allrevamps and offer flexible opportunitiesfinancing terms to • Field skill resources arecash-strapped customers presently adequate

Major Marketing Areas

More X-company users than GE users are dissatisfied with their OEM as a parts supplierSatisfaction with current parts suppliers by users who solo-source from OEM only

Parts Supplier Extremely or Somewhat Not too or notvery satisfied satisfied at all satisfied

Part 1 GE only 27% 64% 9%X only 33% 53% 13%






03 Section 03: Headlines, Text, & TablesTable Style for Slides

248.03.12

For tables in slide presentations,use Univers or Univers Condensedin the largest practical size. Use thesame typeface and size for all tablesin the presentation.

Slide presentations work best whenthey are greatly simplified summariesof the information in a correspond-ing print presentation. To achievethis simplicity while accommodatingthe information required in a print presentation table, you mayneed to

• restructure or reorient the table• edit the copy• use more than one slide (See

“Build Style for Slides,” page 03.14.)

The example at the upper leftbreaks the print version of thetable (shown on page 03.10) into several slides (only the first isshown here) and briefly summa-rizes the information.

The example at the lower leftsimplifies and divides the printtable into several segments and combines the satisfaction categories.

Note: These examples are notrequired approaches. They merelydemonstrate two of the possibilitiesfor presenting very brief summariesof complex information.



Headline: 22-point Univers 68, text: 13 point Univers 55


Northeast marketing areas

Major grades

Installedequipmentbase

Opportunityfor revamps

• Fine, specialties

• Old narrow machines

• Old drive systems• Strong presence

Fair

More X-company users are dissatisfied

Satisfaction with current parts suppliersby users who sole-source from OEM only

Extremely Not too oror very Somewhat not at all

Parts Supplier satisfied satisfied satisfied

Part 1 GE only 27% 64% 9%

X only 33% 53% 13%

Part 2 GE only 31% 59% 11%

X only 29% 54% 17%

Part 3 GE only 36% 55% 10%

X only 33% 49% 19%


03

First overhead in build, text: 20-point Univers 68

Second overhead in build, text: 20-point Univers 68 and 48

Section 03: Headlines, Text, & TablesBuild Style for Overhead Transparencies

248.03.13

An effective method for maintain-ing continuity in an overhead presentation is to introduce a newpoint while reminding an audienceof previous points using a buildpresentation style—highlightingthe newly presented points whilesubduing and summarizing the previous points.

To create a build series, in the second and subsequent transparen-cies, subdue the previous points byboth

• summarizing them• using either- a lighter weight of type- grey in the type

Using information from the printpresentation shown on page 03.02,

• the example at the upper left is thefirst transparency in a build series

• the example at the lower left is the second transparency in the buildseries; it adds a third point to theprevious points, which have beensubdued by both

- summarizing the copy- using light type




– Upwards of 60 customers are tied into GEP’s EDI system—a look at how and why it works.

• EDI and GE Lighting– The customers are demanding it and GE Lighting is delivering—a look at Lighting’s EDI system.



– Selling EDI.• Selling in the future: How GE Appliances is doing it now

– GE Appliances looks at new selling technology.


Marketing• EDI and GE Plastics• EDI and GE Lighting• Pumping new life into an old market

Perspective• EDI equals productivity• Selling in the future: How GE Appliances is doing it now


– GE Mortgage Insurance is providing unsurpassed service to customers.• AIM for Excellence year-end winner

– ED&C earns $25,000 grand prize.• GE Aircraft Engines’ Quality Ambassador

– GEAE employees visit the customers to spread the quality and service message back home.


03 Section 03: Headlines, Text, & TablesBuild Style for Slides

248.03.14

An effective method for maintain-ing continuity in a slide presenta-tion is to introduce a new pointwhile reminding an audience of previous points using a buildpresentation style—highlightingthe newly presented points by subduing the previous points.

To create a build series, in the second and subsequent slides subdue the previous points by both

• summarizing them• using either- a lighter weight of type- grey in the type

Using information from the printpresentation shown on page 03.02,

• the example at the upper left is thefirst slide in a build series

• the example at the lower left is the second slide in the build series; it adds a third point to the previouspoints, which have been subduedby both

- summarizing the copy- using grey type

The same effect could be achievedby using two weights of type in thesame color, as shown in the exam-ple on page 03.13.


First slide in build, text: 22-point Univers 68

Second slide in build, text: 22-point Univers 68


Marketing• EDI and GE Plastics• EDI and GE Lighting• Pumping new life into an old market

Perspectives• EDI equals productivity• Selling in the future:



Marketing

Perspectives

Service• GE “Action Center” in action• AIM for excellence year-end winner• GE Aircraft Engines’

Quality Ambassadors



03 Section 03: Headlines, Text, & TablesPhotograph & Chart Positionsin Overhead Transparencies

248.03.15

To better integrate photographsand charts into overhead presenta-tions, incorporate the text usingthe same two- and three-columngrids used for text transparencies.

Using the grids shown on page03.05, the examples at the left show various positions for photographs or charts:

• The example at the upper left showsa single photograph used with aheadline and an optional subhead.The photograph aligns flush rightwith the end of the horizontal lineand extends as far left as required.

• The example in the middle shows two photographs and subheads.The photographs are sized to fit thetwo-column grid and are aligned atthe top under the horizontal rule.If required, the photographs mayvary in height.

• The example at the lower left showsa photograph combined with texton the same two-column grid usedfor overhead text transparencies.


Customer A

Third installation for customer in two years

Customer A

Second installation Third installation

Customer A

Purpose:• Improve productivity• Streamline

and modernize• Communicate

specific attributes• Unify network


03 Section 03: Headlines, Text, & TablesPhotograph & Chart Positionsin Slides

248.03.16

Although a photograph sometimesfills a slide, to better integrate photographs and charts with thebalance of the presentation, theymay appear with text, using thesame two- and three-column gridsused for text slides.

Using the grids shown on page03.05, the examples at the leftshow various positions for pho-tographs or charts:

• The example at the upper left showsa single photograph used with aheadline and an optional subhead.The photograph aligns flush rightwith the end of the horizontal ruleand extends as far left as required.

• The example in the middle showstwo photographs and subheads. The photographs are sized to fit thetwo-column grid and are aligned atthe top under the horizontal rule.If required, the photographs mayvary in height.

• The example at the lower leftshows a photograph combined withtext on the same two-column gridused for text slides.



Customer A

Third installation for customer in two years

Customer A

Second installation Third installation

Customer A

Purpose:• Improve

productivity• Streamline

and modernize• Communicate

specific attributes• Unify network


04

Friendly Unfriendly

Type is set in upper- and lowercase letters. Type is set in all capital letters.

Words are spelled out. Abbreviations abound, requiring the viewer to sort throughMysterious and elaborate encoding is avoided. text to decode abbreviations.

Words run from left to right, the usual direction Words run vertically, particularly along the Y-axis. for reading occidental languages. Words run in several different directions.

Little messages help explain data. Graphic is cryptic, requiring repeated references to scattered text.

Elaborately encoded shadings, crosshatching, and colors Obscure coding requires going back and forth between are avoided; instead, labels are placed on the graphic itself: legend and graphic.no legend is required.

Graphic attracts viewer and provokes curiosity. Graphic is repellent, filled with “chart junk.”

Section 04: Charts & GraphsIntroduction

248.04.01


If prepared correctly, charts and graphs can communicate ideas and relationships more effectively than a simple table. A chart can givecoherence to large quantities of numbers, and it can facilitate comparisons among varioustypes of data. A graph can provide a wealth ofinformation at a glance.

Nevertheless, there are dangers in using suchvisual aids. Edward Tufte, a Yale professor, consults with TV networks, corporations, and theU.S. government on the display of statistics. Writing in the American Institute of Graphic Arts’Journal of Graphic Design, he discusses the tendencyto overuse graphics when preparing charts:

The excuse for decoration is often,“The data is boring,and we need to make it come alive.” Well, if the num-bers are boring, then you’ve got the wrong numbers.Decoration won’t save the day. Note the hidden assump-tion here that the audience for graphics is probablysomewhat thick-headed, requiring a visual trick toinduce them to look at some numbers. We should rejectthe quality-corrupting doctrines that numbers are bor-ing and that graphics are for those with short attentionspans. These doctrines blame the victims (the data andthe audience) rather than the perpetrators. Finally, garish but data-starved graphics reduce the credibilityof presentations, for most audiences will have a naturalsuspicion of hyped graphics. Who would trust a chartthat looks like a video game?

When preparing a presentation chart, considerthe following:

• Is a chart the best way to communicate the infor-mation? Often, a table is easier to understand.

• Is the kind of chart selected the best for the situation? There are many alternatives to rows of bars and wedges of pie.

• Is a key or legend required or can the material be labeled directly?

• Is the page cluttered? To simplify the presenta-tion, can the information be combined intofewer charts or can some of the data be carriedover to another page? Can the explanatory typeand labels be better organized?

On the following pages of this section,• at the top are some typical GE charts prepared

before these guidelines were developed• at the bottom are the same charts redesigned

to simplify the information and make it easier to read

Note: The guidelines in Section 04 apply to all presentation materials, regardless of form.

Edward Tufte’s book, The Visual Display ofQuantitative Information(Graphics Press, Cheshire,Connecticut, 1983) includesthe table shown at the right.It highlights the differencesbetween graphics that arefriendly and easily understoodand those that are unfriendlyand obscure.

04

Original print presentation

Redesign with Univers 68 and 55

Section 04: Charts & GraphsFlow Charts

248.04.02

The original flow chart at the left is a hodgepodge of elements (collectively known as chart junk),that should be avoided in all presentation materials, including

• borders• words consisting of all-capital letters• coarse screens (linear and

dot patterns)• shadows• oddly shaped boxes• grossly deformed arrows


Ridding the page of chart junkunclutters it. Using only the necessary design elements,

• simple boxes• arrows

helps present the informationmuch more clearly.

Making the most important verbalelement into a headline at the topof the page simplifies the layoutand clarifies the point of the chart.

The type is much easier to readwhen set in upper- and lowercaseletters instead of the all-capital letters used in the chart above.

• Expose Total GE Capabilities

• Higher/Earlier Access

• Customer-Needs-Driven Input

• Sales, Marketing, & Alliances

• Company-to-Company Access

B U S I N E S S M U S T D R I V E

A C T I V I T Y

GE Business

Focus

• Current Results

• Cost/ Productivity

• Share Gain

• Grow/Globalize

• Minimize Risk

L i t t l e R o o m f o r O u t s i d e I n f l u e n c e s

o n P r i o r i t i e s

GE Corporate

Cul ture

• Liberate/ Autonomy

• Globalize

• #1 or #2

• Delayer

• Faster

• Stable Growth

UNLESS ABC PROGRAM CAN GAIN BUSINESS DOMINANCE,IT SHOULD BE TRANSITIONED TO XYZ-LIKE ACTIVITY

FITTING ABC EFFORT INTO GE . . .

• Represent Total GE Capabilities

• Higher/Earlier Access

• Customer-Needs-Driven Input

• Sales, Marketing, & Alliances

• Company-to-Company Access

D O M O R E T O G E T H E R

Businesses Support ing

• Sales-Driven Activity – Coordinated Sales Calls – Higher Access to Customer

• Shared Insights– About GE – About GE Customers

Resulting FocusStep

four

Step

three

Step

two

Step

one

Businesses Reluctant to Support

• Alliance/ Teaming Focus ” Do More Together”

• Technology Sharing

Unless ABC program can gain business dominance,it should be transitioned to XYZ-like activity.

Fitting ABC effort into GE . . .

• Represent total GE capabilities

• Higher/earlier access

• Customer- needs-driveninput

• Sales, marketing, & alliances

• Company-to-company access

Do more together

GE corporate culture

• Liberate/ autonomy

• Globalize

• #1 or #2

• Delayer

• Faster

• Stable growth

• Expose total GE capabilities

• Higher/earlier access

• Customer- needs-driveninput

• Sales, marketing, & alliances

• Company-to-company access

Businesses must drive activity

GE businessfocus

• Current results

• Cost/productivity

• Share gain

• Grow/ globalize

• Minimize risk

Little room for outside influences on priorities

Businesses supporting

• Sales-driven activity –Coordinated

sales calls –Higher access

to customer

• Shared insights–About GE –About GE

customers

Resulting focus

Step 4Step 3Step 2Step 1

Businesses reluctant to support

• Alliance/ teaming focus

”Do more together”

• Technology sharing


04

Original overhead transparency


Section 04: Charts & GraphsSingle Pie Charts

248.04.03

In the original pie chart at the left,• the screens are so visually active,

they are distracting, interferingwith the quick understanding ofthe chart

• the type in the labels is so small, it is barely legible


Since a comparison of two or morecharts is not required here, anall-black pie chart is easy to under-stand and free of visual distraction,as shown in the example at the left.

In the original pie chart above, the white boxes within the wedges,which are used to contain three of the labels, hinder the size com-parison of the wedges. Reversingthe label information in white froman all-black pie could eliminate thisproblem, but some of the wedgesare too small to accommodate therequired type. Setting the labeltype in a size large enough to beeasily read and neatly organizingthe labels around the chart, asshown in the example, solves theproblem.

Customers Use Third-Party And In-House Services Because Of CostAdvantages

Type of service arrangementR&F/Rad (N=1554)

Source: All customers screened to participate in study: identified service supplier(s) for each equipment modality

All three3.6%

In-house2.3%

OEM17.0%

OEM &Third-Party

60.2%

ThirdParty16.3%

OEM &In-house

.5%

Customers use third-party and in-house servicesbecause of cost advantages.

Type of service arrangementR&F/Rad (N = 1554)

Source: All customers screened to participate in study: identified service supplier(s) for each equipment modality

Third-party16.3%

All three3.6%

In-house2.3%

OEM &in-house.5%

OEM17.0%

OEM &third-party60.2%


04


Redesign with Univers 65, 68 and 55

Section 04: Charts & GraphsMultiple Pie Charts

248.04.04

As shown in the original overheadtransparency at the left, the following elements impair legibilityand impede understanding of the chart:

• all-capital letters in the headline• distracting screens• white box labels for each wedge


Compared to the example above,the example at the left shows that

• the headline, set in upper- and lowercase letters, is much easier toread than the all-capital headline

• the fine screens of black, used tomake the shades of grey in the piewedges, eliminate the visual distrac-tion of coarse screen patterns

• by combining some of the type elements into blocks above the pie charts, the layout has been simplified

UTILITIES’ USE OF OUTSIDE MAINTENANCE SUPPLIERS IS GREATEST FORTECHNICAL ASSISTANCE. MOST JOB MANAGEMENT AND CRAFT LABORSERVICES ARE PERFORMED WITH IN-HOUSE STAFF.

Utility Use of Outside Maintenance Suppliers (% Respondents Subcontracting Various Amounts)

Craft LaborJob Management Technical Assistance

Contract Out No Work

Contract Out 1-50%

Contract Out 51-100%

Median: 10%Mean: 30%

Median: 0% Mean: 24%

Median: 75% Mean: 63%

3%

59%

37%

52%

19%

29%

27%

38%

35%

Utilities’ use of outside maintenance suppliers is greatest for technical assistance. Most job management and craft labor services are performed with in-house staff.

Utility use of outside maintenance suppliers (% respondents subcontracting various amounts)

3%

59%

37%

Contract out no workContract out 1-50%Contract out 51-100%

Craft laborMedian: 10%Mean: 30%

Job management Median: 0% Mean: 24%

Technical assistanceMedian: 75% Mean: 63%

29%

52%19%

35%

38%27%


04



Section 04: Charts & GraphsSingle Bar Charts

248.04.05

As shown in the original overheadtransparency at the left,

• a different pattern in each barunnecessarily emphasizes certainbars, complicating the chart andconfusing its meaning

• small type is difficult to read


Compared to the chart above,the example at the left shows that

• the same color in all the barsmakes it easier to compare lengthsand avoids undue emphasis on particular bars

• marks at 10 percent increments inall the bars facilitate comparison

• large type is easier to read

Customers Are The Most Happy With Division F

Division Performance(Percentage Of Customers Who Rate Division ’s Service Cost as Good)

Division A

Division B

Division C

Division D

Division E

Division F

50.4

51.1

50.1

49.8

52.0

62.4

Customers are the happiest with Division F

Division A

Division B

Division C

Division D

Division E

Division F

Division performance by modality(Percentage of customers who rate division’s service cost as good)

50.4

51.1

50.1

49.8

52.0

62.4


04



Section 04: Charts & GraphsMultiple Bar Charts

248.04.06

The multiple bar chart in the original print presentation at theleft uses the following unnecessaryelements:

• distracting screens• legend• white box labels for bar parts


Compared to the chart above, theexample at the left shows that

• colors can differentiate the barparts without the visual distractionof coarse screens

• bar part labels, displayed in a largesize to the left of the first bar andcolored the same as each bar part,eliminate the legend and are easierto read

• bar part percentages, displayed in a large size to the right of each bar,are easier to read

• the vertical line indicating 100 percent can be eliminated since noscale is required

continued

Contact by Third-Party Service Suppliers Last Year(% of Respondents)

Company A(N=177)

Company B(N=242)

Company C(N=86)

Company D(N=98)

Company E(N=193)

Company F(N=214)

29%

36.8%38.8%

39.5%

52.5%

57%

Source: Customer survey question IV-03

12%

45.5%

19.7%

44.9%

42.5% 35.4% 41.2%

11.7%10.5%

5.7%

4.8%

50%56.3%50%

47.1%

39.5% 38% 45.2%

Contacted by one service supplier

Contacted by two or three suppliers

Contacted by four or more

Key

100%

%of

Respondents

Contact by third-party service suppliers last year

(% of respondents)

Contacted byone supplier

Contacted bytwo or threesuppliers

Contacted byfour or moresuppliers

Company A(N=177)

Company B(N=242)

Company C(N=86)

Company D(N=98)

Company E(N=193)

Company F(N=214)

12%

19.7%

11.7% 10.5% 5.7%

4.8%

50%56.3%50%47.1%

44.9%

45.5%

42.5% 35.4% 41.2% 39.5% 38% 45.2%

29%

36.8%38.8%

39.5%

52.5%57%

Source: Customer survey question


1

1

04



Section 04: Charts & GraphsMultiple Bar Charts, continued

248.04.07

As shown in the original print presentation at the left,

• the four charts are confused as onewhen they are

- placed close together- joined by the vertical baseline • the coarse patterns distract the eye,

fragment the charts, and contribute to the misperceptionthat only one chart is displayed

• the small type is difficult to readand will not project well


Compared to the chart above, the example at the left shows that

• the four charts are made to appearseparate and distinct by

- separating each with a space equalto the bar height

- repeating an even progression of tones(from black through medium grey,light grey, and white) in the fourbars of each chart

- omitting the vertical baseline• the fine screens of black, used to

make the shades of grey in thebars, eliminate the visual distrac-tion of coarse screen patterns

• the large type is easier to read andwill project well

GE Service Contracts and Insurance Policies Are Slightly More Prevalentin Larger Dealerships and in the East

Type of Service Arrangement by Dealer Size(% of units)

On Service Contract

Purchased as Needed

Under Warranty

Dealer (n=159)

Under 200 bays (n=471)

200-499 bays (n=329)

Over 499 bays (n=90)

51.1

47.437.4

38.4

Source: Customer survey of GE service users categorizing their current service arrangements

On an Insurance Policy

7.8

7.6

5.1

6.0

18.9

21.0

39.1

26.4

20

17.612.7

18.2

GE service contracts are more prevalent in larger dealerships.

Type of service arrangement by facility size(% of units)

On servicecontract

Purchasedas needed

Underwarranty

Dealer (n=159)

Under 200 bays (n=471)

200-499 bays (n=329)

Over 499 bays (n=90)

51.147.4

37.438.4

Source: Customer survey of GE service users categorizing their current service arrangements

On aninsurancepolicy

7.87.6

5.16.0

18.921.0

39.126.4

2017.6

12.718.2


04

Dollarsspent($MM)



Section 04: Charts & GraphsChart Labels

248.04.08

Although clear to its creator, a chart may still confuse others. After examining the example atthe left, these questions remain:

• What do the bars and plot line represent? One must represent the number of dollars and theother must represent the numberof units, but which is which?

• Why are the headline and subheadidentical? Is this a careless error?Are there other such errors in thispresentation? Are any of the figures incorrect?

• Why is the type so difficult to read?What does that itsy-bitsy type along the bottom say? Does thischart actually reveal something the presenter wishes to hide?


As shown in the example at theleft, the confusion in the chartabove is clarified by

• using plot lines for both scales• labeling each plot line• eliminating redundancy between

the headline and subhead by omit-ting the latter

• enlarging the entire chart so thetype is easy to read

• placing close together the annualdata displayed below the chart andthe dates displayed at the bottomof the chart

U.S. PURCHASES 1880 - 1987

3,000

2.500

2,000

1,500

1,000

500

0‘80 ‘81 ‘82 ‘83 ‘84 ‘85 ‘86 ‘87

20

15

10

5

0

NU

MB

ER

OF U

NIT

S (M

)

DO

LLA

RS

SP

EN

T (

$MM

)

DOLLARS SPENT ($MM) 8.6 9.8 10.6 10.2 12.3 11.3 15.5 15.7NUMBER OF UNITS (M) 3.0 2.9 2.7 2.6 2.6 2.2 2.8 3.0

U.S. PURCHASES1980 - 1987

U.S. Purchases 1880 - 1987

3,000

2.500

2,000

1,500

1,000

500

0‘80 ‘81 ‘82 ‘83 ‘84 ‘85 ‘85 ‘87

Dollars spent ($MM) 8.6 9.8 10.6 10.2 12.3 11.3 15.5 15.7

Number of units 3.0 2.9 2.7 2.6 2.6 2.2 2.8 3.0

20

15

10

5

0

Numberof units


Empl

oyee

Com

mun

icatio

nsNewsletters 251

Employee Identification 252

Recruitment Advertising(See document 242 in Marketing Communications)

250

GE Identity Program

Gg

New

slette

rsThese standards apply to the internal and external newsletters used by the Company and its


These standards provide a plan for featuring the elements of the GE identity program consistently and prominently in newsletter mastheads. In addition, they help to


• streamline and modernize newsletters by instituting the use of grids and eliminatingunnecessary or outdated graphic support elements

• unify the newsletters of all GE components andlicensed affiliates so that each draws from andcontributes to the strength of the GE identity

• create synergy in newsletters through the consistent use of typography

• communicate specific attributes of high technology, dynamism, and innovation



251

GE Identity Program

g

GE Identity Program 251, Newsletters GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

NewslettersContents

251.01

Grids 251.02Mastheads 251.04Page Layouts 251.06Headlines & Subheads 251.07Text 251.08Back Pages 251.09Typewritten Newsletters 251.10

Newsletter Grids 251.02

A grid, the underlying structure used to organizegraphic and typographic elements in a layout,establishes order and consistency in the placementof photographs, illustrations, text, headlines, captions, folios, and any other element in a layout.

Different grids serve different purposes. Document251,Newsletters, uses fivecolumns, which helps establishasymmetry, a fundamental layout concept used in all GEIdentity Program applications,


When designing a newsletter, use the same grid for the cover and the inside pages. A single gridhelps unify and strengthen the overall appearanceof the newsletter, even though the content of eachpage is different.

continued

and devotes one column to clearspace and featured elements.For newsletters, two- and three-column grids are alsoappropriate.

2-column grid 4-column grid

On Wednesday, April 27, GE Bridgeport and Fairfield willlink with the First Secretaries Briefing – a videoconferencefor secretaries to be broadcast live by satellite to some20,000 viewer/participants across the country. The video-conference has been designed to coincide with ProfessionalSecretaries Week, April 25 - 29, by the organization thatstarted the annual recognition in 1952, and it will be part ofspecial activities conducted here during the week by Head-quarters and Bridgeport Employees Relations.

Headquarters secretaries are being invited to view thevideoconference in the auditorium from 2:45 p.m. toapproximately 5 p.m. on April 27. A special wine-and-cheese reception will follow in the auditorium lounge, dur-ing which time door prizes will be awarded.

The format for the secretaries briefing will be a panel dis-cussion of a number of key issues facing secretaries intoday’s workplace. Through the use of toll-free telephonetie-ins with the videoconference, viewers will be able tointeract directly with panelists by calling in their questionsand comments. Among the panelists for the briefing will beFrancis R. Barr 1987/88 president of Professional Secre-taries International (PSI); Amy D. Wohl, editor, publisherand president of Wohl Associates and one of the best-known consultants in the field of office automation; Betsy

Lazarv, New York chapter president of PSI and secretarywho has parlayed her skills and experience into an excitingcareer as a consultant, trainer and writer; and Jaine Carter,a popular consultant, author and speaker whose lively styleand highly regarded skills have helped her bring thousandsof people to greater levels of competency in organizationsthroughout the country.

“Employee Relations’ original plan was to have a commit-tee of secretaries decide what event they’d like,” says Con-nie Arrington, manager-Salaried Relations. “However,before the committee had been organized, the opportunityfor GE to host the videoconference became known to us.On short notice, we surveyed a group of 15 secretaries, rep-resenting various HQ components, and the idea of thevideoconference was adopted.”

On Wednesday, Health & Fitness Center staff will be man-ning a special sign-up booth in the cafeteria for the Marchof Dimes’ WalkAmerica at Bridgeport’s Seaside Park onSunday, April 24. Again this year, Headquarters and Bridge-port will be organizing a group of walkers – to includeemployees, their family members and friends – to representGE in the annual walkathon to raise money for the Marchof Dimes’ fight against birth defects.

As in past years, walkers will solicit donations and pledgesfrom friends, relatives and co-workers who sponsor themfor the walkathon. Donations of $15 or more, made by a GEemployee or retiree, will be eligible for gift-matchingthrough the Company’s “More Gifts… More Givers” pro-gram.

Each GE walker will receive a $5 “first pledge” from theElfun Society, a team T-shirt and free transportation, ifneeded, to and from the Headquarters.

“There are no prerequisites for walkers, other than a will-ingness to have a good time for a good cause,” reportsH&FC Manager John Scanlon, who’ll be at the sign-upbooth on Wednesday. “Walkers can complete as much ofthe 20 km course as they choose, at whatever pace theywant, so anyone can participate.

“And those who, for some reason, can’t be walkers willmake excellent sponsors,” Scanlon adds.

Forms for registering both walkers and sponsors will beavailable at the sign-up table, as will the “More Gifts…MoreGivers” forms which must accompany donations eligible forgift-matching.

HQ to link with live videoconference duringProfessional Secretaries Week

HQnews / April 11,1988 3

Step forward for the March of Dimes

On Wednesday, April 27, GE Bridgeport and Fairfieldwill link with the First Secre-taries Briefing – a videocon-ference for secretaries to bebroadcast live by satellite tosome 20,000 viewer/partici-pants across the country.The videoconference hasbeen designed to coincidewith Professional SecretariesWeek, April 25 - 29, by theorganization that started theannual recognition in 1952,and it will be part of specialactivities conducted hereduring the week by Headquarters andBridgeport Employees Rela-tions.

Headquarters secretariesare being invited to view thevideoconference in theauditorium from 2:45 p.m.to approximately 5 p.m. onApril 27. A special wine-and-cheese reception will follow

in the auditorium lounge,during which time doorprizes will be awarded.

The format for the secre-taries briefing will be apanel discussion of a num-ber of key issues facing sec-retaries in today’sworkplace. Through the useof toll-free telephone tie-inswith the videoconference,viewers will be able to inter-act directly with panelists bycalling in their questionsand comments. Among the

panelists for the briefingwill be Francis R. Barr1987/88 president of Profes-sional Secretaries Interna-tional (PSI); Amy D. Wohl,editor, publisher and presi-dent of Wohl Associates andone of the best-known con-sultants in the field of officeautomation; Betsy Lazarv,New York chapter presidentof psi and secretary who hasparlayed her skills and expe-rience into an excitingcareer as a consultant,



Jaine Carter Francis R. Barr

trainer and writer; and JaineCarter, a popular consul-tant, author and speakerwhose lively style and highlyregarded skills have helpedher bring thousands of peo-ple to greater levels of com-petency in organizationsthroughout the country.

“Employee Relations’original plan was to have acommittee of secretariesdecide what event they’dlike,” says Connie Arring-ton, manager-Salaried Rela-tions. “However, before thecommittee had been orga-nized, the opportunity forge to host the videoconfer-ence became known to us.We surveyed a group of 15secretaries, representingvarious HQ components,and the idea of the video-conference was adopted.”

On Wednesday, Health &Fitness Center staff will bemanning a special sign-upbooth in the cafeteria forthe March of Dimes’ WalkA-merica at Bridgeport’s Sea-side Park on Sunday, April24. Again this year, Head-quarters and Bridgeport willbe organizing a group ofwalkers to represent GE inthe annual walkathon toraise money for the Marchof Dimes’ fight against birthdefects.

As in past years, walkerswill solicit donations andpledges from friends, rela-tives and co-workers whosponsor them for thewalkathon. Donations of$15 or more, made by a GE

employee or retiree, will beeligible for gift-matchingthrough the Company’s“More Gifts… More Givers”program.

Each GE walker willreceive a $5 “first pledge”from the Elfun Society, ateam T-shirt and free trans-portation, if needed, to andfrom the Headquarters.

“There are no prerequi-sites for walkers, other thana willingness to have a goodtime for a good cause,”reports H&FC ManagerJohn Scanlon, who’ll be atthe sign-up booth onWednesday. “Walkers cancomplete as much of the 20km course as they choose,at whatever pace they want,

so anyone can participate.“And those who can’t be

walkers will make excellentsponsors,” Scanlon adds.

Forms for registeringboth walkers and sponsors

Step forward for the March of Dimeswill be available at the sign-up table, as will the “MoreGifts…More Givers” formswhich must accompanydonations eligible for gift-matching.

2- and 4-column grid

On Wednesday, April 27, GE Bridgeport and Fairfield willlink with the First Secretaries Briefing – a videoconferencefor secretaries to be broadcast live by satellite to some20,000 viewer/participants across the country. The video-



conference has beendesigned to coincide withProfessional SecretariesWeek, April 25 - 29, by theorganization that startedthe annual recognition in1952, and it will be part ofspecial activities conductedhere during the week byHeadquarters and Bridge-port Employees Relations.

Headquarters secretariesare being invited to viewthe videoconference in theauditorium from 2:45 p.m.to approximately 5 p.m. on April 27. A special wine-and-cheese reception will follow in the auditorium lounge, dur-ing which time door prizes will be awarded.

The format for the secretaries briefing will be a paneldiscussion of a number of key issues facing secretaries intoday’s workplace. Through the use of toll-free telephonetie-ins with the videoconference, viewers will be able tointeract directly with panelists by calling in their questionsand comments. Among the panelists for the briefing will

be Francis R. Barr 1987/88 president of Professional Secre-taries International (PSI); Amy D. Wohl, editor, publisherand president of Wohl Associates and one of the best-known consultants in the field of office automation; Betsy

Lazarv, New York chapterpresident of PSI and secre-tary who has parlayed herskills and experience intoan exciting career as a con-sultant, trainer and writer;and Jaine Carter, a popularconsultant, author andspeaker whose lively styleand highly regarded skillshave helped her bringthousands of people togreater levels of compe-tency in organizationsthroughout the country.

“Employee Relations’ original plan was to have a commit-tee of secretaries decide what event they’d like,” says Con-nie Arrington, manager-Salaried Relations.

“However, before the committee had been organized,the opportunity for GE to host the videoconference becameknown to us. On short notice, we surveyed a group of 15administrative assistants, representing a number of the HQcomponents, and the idea of the videoconference wasadopted throughout the Company.”


Step forward for the March of DimesOn Wednesday, Health & Fitness Center staff will be man-ning a special sign-up booth in the cafeteria for the Marchof Dimes’ WalkAmerica at Bridgeport’s Seaside Park onSunday, April 24. Again this year, Headquarters and Bridge-port will be organizing a group of walkers – to includeemployees, their family members and friends – to representGE in the annual walkathon to raise money for the Marchof Dimes’ fight against birth defects.

As in past years, walkers will solicit donations and pledgesfrom friends, relatives and co-workers who sponsor themfor the walkathon. Donations of $15 or more, made by a GE employee or retiree, will be eligible for gift-matchingthrough the Company’s “More Gifts … More Givers” pro-gram.

Each GE walker will receive a $5 “first pledge” from theElfun Society, a team T-shirt and free transportation, ifneeded, to and from the Headquarters

“There are no prerequisites for walkers, other than a will-

ingness to have a good time for a good cause,” reportsH&FC Manager John Scanlon, who’ll be at the sign-upbooth on Wednesday. “Walkers can complete as much ofthe 20 km course as theychoose, at whatever pacethey want, so anyone canparticipate.

“And those who can’t bewalkers will make excellentsponsors,” Scanlon adds.

Forms for registeringboth walkers and sponsorswill be available at the sign-up table, as will the “MoreGifts…More Givers” formswhich must accompanydonations eligible for gift-matching.

Newsletter Grids, continued 251.03

An asymmetrical layout with generous clear spacehelps make GE newsletters inviting and easy to read.Because of their odd number of columns, both thethree- and five-column grid establish asymmetry.

Generous clear space can be created using thethree- and five-column grids by restricting the leftcolumn to a small amount of featured information:for example, circulation restrictions, issue data, cap-tions, issue highlights, subheads, and photographsor illustrations.


5-column grid3- and 6-column grid

On Wednesday, April 27, GE Bridge-port and Fairfield will link with theFirst Secretaries Briefing – a videocon-ference for secretaries to be broadcastlive by satellite to some 20,000viewer/participants across the country.The videoconference has beendesigned to coincide with ProfessionalSecretaries Week, April 25 - 29, by theorganization that started the annualrecognition in 1952, and it will be partof special activities conducted hereduring the week by Headquarters andBridgeport Employees Relations.

Headquarters secretaries are beinginvited to view the videoconference inthe auditorium from 2:45 p.m. toapproximately 5 p.m. on April 27. Aspecial wine-and-cheese reception willfollow in the auditorium lounge, dur-ing which time door prizes will beawarded.

The format for the secretaries brief-ing will be a panel discussion of anumber of key issues facing secretariesin today’s workplace. Through the useof toll-free telephone tie-ins with the


On Wednesday, Health & Fitness Cen-ter staff will be manning a special sign-up booth in the cafeteria for theMarch of Dimes’ WalkAmerica atBridgeport’s Seaside Park on Sunday,April 24. Again this year, Headquartersand Bridgeport will be organizing agroup of walkers to represent GE in theannual walkathon to raise money forthe March of Dimes’ fight againstbirth defects.

As in past years, walkers will solicitdonations and pledges from friends,relatives and co-workers who sponsorthem for the walkathon. Donations of$15 or more, made by a GE employeeor retiree, will be eligible for gift-matching through the Company’s“More Gifts… More Givers” program.

Each GE walker will receive a $5“first pledge” from the Elfun Society, a

On Wednesday, April 27, GE Bridgeport andFairfield will link with the First SecretariesBriefing – a videoconference for secretaries tobe broadcast live by satellite to some 20,000viewer/participants across the country. Thevideoconference has been designed to coin-cide with Professional Secretaries Week, April25 - 29, by the organization that started theannual recognition in 1952, and it will be partof special activities conducted here during theweek by Headquarters and BridgeportEmployees Relations.

Headquarters secretaries are being invitedto view the videoconference in the auditoriumfrom 2:45 p.m. to approximately 5 p.m. onApril 27. A special wine-and-cheese receptionwill follow in the auditorium lounge, duringwhich time door prizes will be awarded.

The format for the secretaries briefing willbe a panel discussion of a number of keyissues facing secretaries in today’s workplace.Through the use of toll-free telephone tie-inswith the videoconference, viewers will be ableto interact directly with panelists by calling intheir questions and comments. Among thepanelists for the briefing will be Francis R.Barr 1987/88 president of Professional Secre-taries International (PSI); Amy D. Wohl, edi-

tor, publisher and president of Wohl Associ-ates and one of the best-known consultants inthe field of office automation; Betsy Lazarv,New York chapter president of PSI and secre-tary who has parlayed her skills and experienceinto an exciting career as a consultant, trainerand writer; and Jaine Carter, a popular consul-tant, author and speaker whose lively style andhighly regarded skills have helped her bringthousands of people to greater levels of compe-tency in organizations throughout the country.

“Employee Relations’ original plan was tohave a committee of secretaries decide whatevent they’d like,” says Connie Arrington, man-ager-Salaried Relations. “However, before thecommittee had been organized, the opportu-nity for GE to host the videoconference becameknown to us. On short notice, we surveyed agroup of 15 secretaries, representing variousHQ components, and the idea of the videocon-ference was adopted.”



Jaine Carter

Francis R. Barr

On Wednesday, Health & Fitness Center staffwill be manning a special sign-up booth in thecafeteria for the March of Dimes’ WalkAmericaat Bridgeport’s Seaside Park on Sunday, April24. Again this year, Headquarters and Bridge-port will be organizing a group of walkers torepresent GE in the annual walkathon to raise

money for the Marchof Dimes’ fightagainst birth defects.

As in past years,walkers will solicitdonations andpledges from friends,relatives and co-work-ers who sponsor themfor the walkathon.Donations of $15 ormore, made by a GEemployee or retiree,will be eligible for

gift-matching through the Company’s “MoreGifts… More Givers” program.

Each GE walker will receive a $5 “firstpledge” from the Elfun Society, a team T-shirtand free transportation, if needed, to and fromthe Headquarters

“There are no prerequisites for walkers,other than a willingness to have a good timefor a good cause,” reports H&FC Manager JohnScanlon, who’ll be at the sign-up booth onWednesday. “Walkers can complete as much ofthe 20 km course as they choose, at whateverpace they want, so anyone can participate.

“And those who can’t be walkers will makeexcellent sponsors,” Scanlon adds.

Forms for registering both walkers andsponsors will be available at the sign-up table,as will the “More Gifts…More Givers” formswhich must accompany donations eligible forgift-matching.


3-column grid

On Wednesday, April 27, GE Bridge-port and Fairfield will link with theFirst Secretaries Briefing – a videocon-ference for secretaries to be broadcastlive by satellite to some 20,000viewer/participants across the country.The videoconference has beendesigned to coincide with ProfessionalSecretaries Week, April 25 - 29, by theorganization that started the annualrecognition in 1952, and it will be partof special activities conducted hereduring the week by Headquarters andBridgeport Employees Relations.

Headquarters secretaries are beinginvited to view the videoconference inthe auditorium from 2:45 p.m. toapproximately 5 p.m. on April 27. Aspecial wine-and-cheese reception willfollow in the auditorium lounge, dur-ing which time door prizes will beawarded.

The format for the secretaries brief-ing will be a panel discussion of anumber of key issues facing secretariesin today’s workplace. Through the useof toll-free telephone tie-ins with the

videoconference, viewers will be ableto interact directly with panelists bycalling in their questions and com-ments. Among the panelists for thebriefing will be Francis R. Barr1987/88 president of Professional Sec-retaries International (PSI); Amy D.Wohl, editor, publisher and presidentof Wohl Associates and one of thebest-known consultants in the field ofoffice automation; Betsy Lazarv, NewYork chapter president of PSI and sec-retary who has parlayed her skills andexperience into an exciting career as aconsultant, trainer and writer; andJaine Carter, a popular consultant,author and speaker whose lively styleand highly regarded skills have helpedher bring thousands of people togreater levels of competency in organi-zations throughout the country.

“Employee Relations’ original planwas to have a committee of secretariesdecide what event they’d like,” saysConnie Arrington, manager-SalariedRelations. “However, before the com-mittee had been organized, the oppor-

tunity for GE to host the videoconfer-ence became known to us. On shortnotice, we surveyed a group of 15 sec-retaries, representing various HQ com-ponents, and the idea of thevideoconference was adopted.”



Jaine Carter

On Wednesday, Health & Fitness Cen-ter staff will be manning a special sign-up booth in the cafeteria for theMarch of Dimes’ WalkAmerica atBridgeport’s Seaside Park on Sunday,April 24. Again this year, Headquartersand Bridgeport will be organizing agroup of walkers – to include employ-ees, their family members and friends– to represent GE in the annualwalkathon to raise money for theMarch of Dimes’ fight against birthdefects.

As in past years, walkers will solicitdonations and pledges from friends,relatives and co-workers who sponsorthem for the walkathon. Donations of$15 or more, made by a GE employeeor retiree, will be eligible for gift-matching through the Company’s“More Gifts… More Givers” program.

Each GE walker will receive a $5 “firstpledge” from the Elfun Society, a teamT-shirt and free transportation, ifneeded, to and from the Headquarters

“There are no prerequisites for walk-ers, other than a willingness to have agood time for a good cause,” reportsH&FC Manager John Scanlon, who’llbe at the sign-up booth on Wednesday.“Walkers can complete as much of the 20 km course as they choose, atwhatever pace they want, so anyone canparticipate.

“And those who can’t be walkerswill make excellent sponsors,” Scanlonadds.

Forms for registering both walkersand sponsors will be available at thesign-up table, as will the “MoreGifts…More Givers” forms which mustaccompany donations eligible for gift-matching.




videoconference, viewers will be ableto interact directly with panelists bycalling in their questions and com-ments. Among the panelists for thebriefing will be Francis R. Barr1987/88 president of Professional Sec-retaries International (PSI); Amy D.Wohl, editor, publisher and presidentof Wohl Associates and one of thebest-known consultants in the field ofoffice automation; Betsy Lazarv, NewYork chapter president of PSI and sec-retary who has parlayed her skills andexperience into an exciting career as aconsultant, trainer and writer; and

Jaine Carter, a popular consultant,author and speaker whose lively styleand highly regarded skills have helpedher bring thousands of people togreater levels of competency in organi-zations throughout the country.

“Employee Relations’ original planwas to have a committee of secretariesdecide what event they’d like,” saysConnie Arrington, manager-SalariedRelations. “However, before the com-mittee had been organized, the oppor-tunity for GE to host thevideoconference became known to us.On short notice, we surveyed a groupof 15 secretaries, representing variousHQ components, and the idea of thevideoconference was adopted.”

Step forward for the March of Dimesteam T-shirt and free transportation, ifneeded, to and from the Headquarters

“There are no prerequisites forwalkers, other than a willingness tohave a good time for a good cause,”reports H&FC Manager John Scanlon,who’ll be at the sign-up booth onWednesday.

“Walkers cancomplete asmuch of the 20km course as theychoose, at what-ever pace theywant, so anyonecan participate.

“And thosewho can’t bewalkers will makeexcellent spon-sors,” Scanlon

adds with characteristic enthusiasm.Forms for registering both walkers

and sponsors will be available at thesign-up table, as will the “MoreGifts…More Givers” forms which mustaccompany donations eligible for gift-matching.

Volume 18, Number 20May 27, 1988

In this issue:

Four GE children win scholarships

Basic computer class offered

Task force members needed

John Trani, senior vice presi-dent, recently announced thatthe ground breaking will takeplace for a GE Medical Systems fit-ness center in June. It will belocated between the Waukeshaheadquarters and MR facilities.

The Fitness Center will be opento all area employees and willinclude an indoor jogging/walk-ing track, state-of-the-art exerciseequipment, an area for groupexercise, and men’s and

Fitness Systems, a leader in corpo-rate health and fitness programs,will manage the center. They haveworked with several GE locationson their centers including Air-craft Engines in Evendale, Ohio,GECC in Stamford, Connecticutand the GE Corporate fitness center in Fairfield, Connecticut.They will have a staff of fitnessprofessionals on hand at all timesto assist GE Medical Systemsemployees.

The Fitness Center staff willcreate a personalized exercise“prescription” for employees andprovide group exercise programsand will handle day-to-day activi-ties involved in running the center. They will always be there to

answer any employee ques-tions on the center or on per-sonalized exercise programs.Employees who are inter-ested in joining the center,must fill out a form on

gGE Medical Systems News

Fitness Center groundbreaking

Newsletter Mastheads 251.04

As the name of the newsletter, the masthead is the dominant element on the first page. It providesa consistent visual identity from issue to issue.

The first step in creating a GE newsletter mastheadis to place the signature Monogram* in the upper-left corner of the page. There is no required size,but a minimum of 60-point GE Logo Font* (33 ⁄4 picas in diameter) is recommended. It shouldbe aligned at the left and top margins of the grid.

Next, typeset the newsletter name in Univers 68and, if needed, Univers 48, and place it to the rightof the signature Monogram. The newsletter nameis usually set in capital and lowercase letters.


Other information, such as the communicativename of a component, may appear in the mastheadand should be typeset in Univers 68.

Note: Do not use the Dynamic Monogram, otherlogotypes or symbols (except the signature Mono-gram), or other images in the masthead. No othersymbol should fight the Monogram for attention.

Use a fine line to underscore the signature Mono-gram and newsletter name. Whenever possible,bleed the line left off the page. If this is not possible, begin the line flush with the left edge of the Monogram. In either case, extend the line to the end of the masthead name.

All masthead elements should align on the grid.

continued

Examples are shown at a reduced size.

* GE Logo Font, a custom fontthat contains, instead of the alphabet, all versions of thesignature and Dynamic Mono-grams, is available to all GEemployees and their suppliersfrom the GE Identity Websiteor Hotline.

The VHSIC PioneerAward was given bythe U.S. govern-ment to companiesthat for more thana decade have pursued Very HighSpeed IC research,and whose earlycontributions gavemomentum anddirection to thegovernment’sVHSIC effort. GEwas one of the ten

companies recog-nized as a VHSICPioneer.

“GE and it’semployees havemade significantcontributions tothese achievementsand to (VHSIC)program’s success,”said Ronald Kerber,Deputy Under Sec-retary of Defensefor Research andTechnology.

The VHSIC Pio-neer Award wasgiven by the U.S.government tocompanies that formore than adecade have pur-sued Very HighSpeed IC research,and whose earlycontributions gavemomentum anddirection to thegovernment’sVHSIC effort.

GE Micro ElectronicsCenter

1st Quarter 1988Volume 1, Number 1

e MECMicronGE wins VHSIC Pioneer Award

MEC interviews DefenseScience Editor-in-Chief on future of everybody’s future

Newsletter Mastheads, continued 251.05

To add a sense of individually, use color in the masthead. Use any appropriate color, includingthose from the GE color palettes, in a band thatbleeds off the left, top, and right edges of the cover.The signature Monogram, masthead name, line,and any other typographic elements in the mast-head should be reversed in white or overprinted inblack, whichever provides stronger contrast to the

Keep the masthead clear of any symbol except thesignature Monogram.


selected color. If a second color is available, theline may be reproduced in Laser Red. Note: Noother color may be used in the line.

Newsletters printed on colored stock should notuse a color in the masthead. Instead, use black inthe masthead elements or reverse them from ablack band, bled off the top, left, and right edges.


e HQnews1987: GE’s best year for inventory control

Efforts expandingLooking ahead in 1988, Al Butler, manager ofLogistics Systems, Corporate Engineering andManufacturing in Bridgeport, says the CorporateInventory Counsel will continue to emphasizesmanufacturing cycle reduction, but will expandit’s scope to include total business cycle reduc-tion.

Butler notes that business-level inventorycouncil members will be working to improvetheir effectiveness by seeking more multifunc-tional involvement in inventory improvement.Functions such as purchasing, engineering andmarketing are critical to overall inventory suc-cess, Butler points out.

The corporate Inventory Council was orga-nized in 1986 to lead the Company through itsanalysis of then-current inventory practices.

Companywide, GE ended 1987 with 153 days ofinventory – capping a year in which inventory fellin each quarter, compared with 1986.

The year-end figure was 11 days below year-end 1986 and repre-sented another “bestever” performancefor the company. Asof December 31,1987, GE inventorytotaled $8.3 billion –down more than$1.1 billion duringthe year.

For the year, 78% of the Company operationcomponents increased their turnover. Thisimprovement represents a $960 million inventoryavoidance for the fourth quarter.

Fairfield, Connecticut / Volume 88-12 / April 11, 1988

“Function such as purchasing and inventory are critical to success.”

Al Butler

Newsletter Page Layouts 251.06


Once the grid has been selected and the mastheaddesigned, you can begin to lay out the newsletter.Determine how many articles, photographs, andillustrations are to be included. Then estimate theplacement of the articles and their artwork on thegrid by considering their relative importance andvisual interest.

packs a day. I started in the days of HumphreyBogart, when smoking was the in thing.

It was socially acceptable.Then came the Surgeon General’s report. I

read it with interest, but continued to smoke.Eight years ago, my wife, who was also a heavy

cigarette smoker, developed lung cancer. Herdoctor said it was the “oat cell” variety, a type oflung cancer common among cigarette smokers.Despite treatment, within a year and a half, thecancer had won and my wife died.

Still I smoked. But I was beginning to havesecond thoughts about my “habit.”

Three years ago, I enrolled in a smoking cessa-tion clinic and failed. A few months later, Ienrolled in a second clinic and failed again. Lastyear, I enrolled in a third clinic, hoping this timewould be different.

I set a date that was to be my last day with ciga-rettes – March 1, 1987. I carefully planned mycigarette supply so that it would run out on thatday. By 11 a.m., only one cigarette.

Only a smoker – present or former – knows thatknowing, persistent craving that makes you wantanother cigarette soon after you’ve put one out.We call cigarette smoking a habit, but it’s muchmore than that. It’s a serious addition.

Smokers that don’t face that reality continueto be powerless over cigarettes. I know what that’slike. For 35 years I consumed an average of two

Bill Stoddard is program manager – Contributes for theGE Foundation, Inc. He has other tips on how toquit smoking. If interested, call him at x3220.

Howard Fuller and Cheryl Parham have beennamed by GE as its honorees in the 18th AnnualBlack Achievers in Industry award program.Sponsored by the Harlem Branch YMCA, theBlack Achievers program recognizes the out-standing achievement of minority persons in

Howard Fuller andCheryl Parham were recent quests at Headquarters for a luncheon given in honor of their awards as Black Achievers.

Confessions of a non-smoking, 35-year old

2 HQnews / March 28,1988

by Bill Stoddard

1988 Black achievers named by GE

supervisory, managerial or professional positionsin business or industry.

Fuller is manager – Financial Operations forGE Plastics in Burkeville, Alabama. He joined theCompany in 1969, completed the Financial Man-agement Program in 1972, and advancedthrough numerous positions in Finance at Air-craft Engine and Plastics before assuming his pre-sent responsibilities in 1985.

Parham is counsel for GE Trading Company inNew York City. Her first position with GE was in1980, as manager of International Trade Law andPolicy Analysis. Since joining the Trading Com-pany in 1982, she has represented GE on trade-related committees of the National ForeignTrade Counsel, the Electronics Industry Associa-tion and the U.S. Chamber of Commerce.

Four GE products named America’s best

HQnews / March 28,1988 3

Employee’s kids keep hitting new heights

more often than GE; however, the six HP prod-ucts are all electronic-related. By contrast, GE’sfour products represent greater technologicaldiversity. Other companies receiving multiplementions include AT&T and 3M, each namedthree times. IBM, Motorola and Whirlpool wereeach named twice.

Other locally based manufacturers named inthe listings are Black & Decker of Shelton, Con-necticut, for its Dustbuster Plus hand-held cord-less vacuum cleaners, and Moore Special Tool ofBridgeport, for its micro-precision machine andmeasuring tools.

GE dishwashers, jet engines, locomotives andmagnetic resonance imaging scanners are four ofthe “100 Products That America Makes Best”according to a recent survey published in theMarch 28th issue of Fortune magazine. Thediverse list includes categories ranging fromadvanced technology to industrial equipmentand consumer goods. Some of the items includetextiles, electronics, tractors, prescription drugs,computers and ice cream.

Selection criteria required products to be themost innovative and technologically advanced.They also had to be the most durable and demon-strate the highest quality for the lowest cost.

Only one company, Hewlett-Packard, was cited

Now we’re hearing news about an up-and-com-ing track star.

Mark Harris – son of Monogram Editor SteveHarris – has been hitting new heights in polevaulting and other track-and-field events on thelocal, regional and national levels.

A 5'11" junior at Staples High School in West-port, Mark has this season vaulted to a first-placefinish in the Connecticut Track Athletics Con-gress championships (competing against collegevaulters); sixth place in Eastern States IndoorChampionship; and a win in the Fairfield CountyIndoor Track Championship. He is currentlyranked eighth among the top vaulters on the EastCoast by Eastern Track magazine.

Earlier this month, in the Connecticut Inter-scholastic Athletics Congress (CIAC) State OpenIndoor Track Meet, Mark’s vault of 14'21⁄2"broke the Staples’ record, came within 1⁄4" of theState Open record, and helped peg the CIAC titlefor his school.

On March 12, Mark entered his biggest com-petition yet – The National Invitational HighSchool Track and Field Championship, involvingthe best athletes from across the country. In addi-tion to the pole vault, Mark entered the pen-tathlon, a contest involving five different track-and-field events and won by the contestant gain-ing the highest total scores. Mark finished fifth.

First there was Lola Smith’s son, Chris.Since HQ News chronicled his high school bas-

ketball career in December, the 6'2" Kolbe-Cathe-dral H.S. senior (and soon to be Uconn Hushie)has gone on to be named Bridgeport Post’s Playerof the Year, and Connecticut and New EnglandPlayer of the Year by Scholastic Coach magazine.He’s been included among Nike’s “Top 50,” USA

Today’s “Super 25” and Coca-Cola’s “FirstTeam–All America.” He’s also been picked toplay in McDonald’s Capital Classic All Americagame on April 9.


Newsletter Headlines & Subheads 251.07

Headlines help determine the appearance of anewsletter. They must be large enough to be readeasily but not so large that they are overpowering.For all GE newsletters, use ITC New Baskerville inupper- and lowercase for headlines and text.

Subheads, usually in a bolder typeface than thebody copy, can guide readers through long blocksof text or direct them to relevant information.


Use subheads when an important new topic isintroduced, but use them sparingly. Too many subheads compete with each other and create acluttered newsletter.

Subheads, captions, page numbers, and similartypographic elements may be set in ITC NewBaskerville or Univers. Do not use more than threetype sizes and two styles in any one publication.

e CADMATnews

Department of Defense builds paperlessdigital information system

Computer-Aided Design, Manufacture, Assembly and Test

IntroductionThe Department of Defense (DoD) isexpanding its use of digital informationin the areas of acquisition and logistics.The umbrella program for this effort,the Computer-Aided Acquisition andLogistic Support (CALS) program, hasgained widespread acceptance through-out the industry. Much of the future ofthe digital information age depends onthis widespread acceptance, now notedas having spread widely throughout theindustry. The umbrella program is onlyone of the factors, previously unidenti-fied that has lead to industry-wide

“Because of the Defense Department’sbuying power, CALS is probably the mostsignificant automation program for theremainder of this decade.”

What is CALS? The Overview of CALS Report to the Committee on

“Probably the most significantautomation program for the remainderof this decade.”

the Digital Information age, now widelycredited throughout the industry as having widespread acceptance of itselfindustrywide among its many members

the Executive Summary to the 1987Appropriations of the United StatesHouse of Representatives states:The DOD CALS Program is a strategydesigned to institute within the Departmentand its industrial support structure a totallyintegrated “system of systems” that can create,transmit, and use technical information indigital form to design, manufacture, and sup-port Defense weapon systems and equipment.This concept applies rapidly advancing communications and computer technology tothe acquisition and support of major weapon systems developed for the express purpose ofdeterring all acts of aggression against thestate, the sole purpose of which is to defend

April 1988/Issue 32

In this issue:

The Men of Bray“In Business” meets the APC menwho made up their minds andbought their company.And in Personal View, TrevorPerry tests the GE Medical pulseand offers a progress report. Page 2

Irish connectionsTwo factories, 800 people andseveral offices make Ireland animportant base for GE. A special

serving London, the Midlandsand other parts of the country.

The opening, at the begin-ning of September, wasattended by Hisao Endo,President of the parent com-pany, GE Fanuc AutomationEurope SA, and Heinz Otto,Executive Vice-President, aswell as customers.

Mr. Avrell told them thenew facilities would not only

UK factory automation spe-cialist, GE Fanuc has com-pleted one of the mostimportant projects yet in itsshort history – setting up itsnew headquarters in MiltonKeynes.

The move comes less thantwo years after GE and theJapanese company Fanucmerged their worldwideautomation business in a

The publication for GE personnel in the UK & Eire

October 1988

Genius finds a new home

gUSA Interface

Typeset headlines in ITCNew Baskerville. The sizeshould be big enough to attractattention but no so large as tocompete with the masthead.


Newsletter Text 251.08

Text may be justified or unjustified.

Justified text, in which all lines are the same length,is achieved by hyphenating words and varying wordspacing. Justified text provides a rigidly formalappearance. Narrow columns of text should not bejustified because the required wide variation inword spacing interferes with legibility.

Unjustified text, characterized by irregular line endings at the right margin, creates an inviting,informal, and easy-to-read publication. Words areseparated by equal amounts of space, and fewerwords are hyphenated.

Justifying narrow columnsof text causes irregularword spacing.


Line spacing (leading)should be adjusted so linesare neither so close nor sofar apart that legibility iscompromised. At the least,the space between lines shouldappear larger than the spacebetween words. Normally, a minimum of 1 point of leading is required for good legibility.

Linespacing (also known as leading), the measure-ment between the baselines of type, may beadjusted to refine the appearance of a publication.Proper leading ensures, at the minimum, that thebottoms of the letters in one line do not touch thetops of the letters in the next line. Leading shouldbe consistent throughout a newsletter.

Avoid pages containing nothing but text. Use ele-ments such as subheads, illustrations, photographs,clear space, or highlighted quotations to make alayout inviting. Charts, tables, and maps add visualinterest and help readers understand the content.

The goal of typography is for the eyeto flow easily across and down linesof type. Avoid gaps and irregularword spacing caused by justifyingshort lines, or lines so long that theeye loses its place when it returns tothe beginning of the next line.


The goal of typography is forthe eye to floweasily across anddown lines oftype. Avoid gapsand irregularword spacing by

The goal of typography is forthe eye to floweasily across anddown lines oftype. Avoid gapsand irregularword spacing by

Unjustified (flush left) Justified


The goal of typography is for the eye

to flow easily across and down lines

of type. Avoid gaps and irregular

word spacing caused by justifying

short lines, or lines so long that the

eye loses its place when it returns to

the beginning of the next line.

Too little leading Too much leading

Newsletter Back Pages 251.09


BriefsAttention: ParkingGarage Speeders

Several employeeshave recently reported“close calls” in theparking garages whenthey, as pedestrians,have been nearly rundown by cars travelingtoo fast. All employeesare urged to slow down and be alert topedestrians. Your livecould depend on it!Drive carefully, please.

Training in self examsstill offered throughMedical Center

Female employees arereminded that theMedical Center is con-tinuing its program ofproviding training inthe MammaCare tech-nique of breast selfexaminations. Thetechnique, developedby Mammatech Corpo-ration, enables womento perform competent

Employees can learnproper techniquesusing lifelike prosthe-ses, training aids andtake-home kits. A 45-minute VHS trainingcassette is also avail-able for use in theMedical Center andfor home viewingthrough a lendingarrangement with theCenter.

Employee Store Specials

Spring audio rebates:Get $2 to $5 in cashrebates on selected GEaudio products.Rebates end June 22.

Held over: Winter SaversBy popular demand,the special savings onall GE brand lightingthat was offered overthe winter has beenextended. Clearance

one would expect, since the government controlsbusiness in China. But they all agreed that theircountry was changing every day and becomingmore Westernized and open to new ideas, espe-cially the private ownership of business.

The students were particularly fascinated withthe notion of credit in this country, since con-sumers cannot buy on credit in China. They alsoadmired the flexibility and autonomy of Ameri-can business.

But while the two countries are miles apartgeographically, culturally and politically, thereare some things that are universal – and GE isone of them. All three students, who spoke excellent English and French, agreed that theCompany was well known in China.

Recently, three law students from the People’sRepublic of China, who are studying in theUnited States, visited GE Capital headquarters tolearn more about American finance.

The students, Dong Jing, Li Li, and Deng Jing,discovered great differences in the two systems, as

Visiting Chinese students learn moreabout American Finance at GE capital

HQnews / March 28, 1988

International goodwill

The design of the back page is as important as that of the first page. The back cover can becomethe cover when the newsletter is lying on a desk.Thus, it is important to carry important stories onthe back page and make the layout as inviting aspossible.

HQ Newsis published weekly for employees of GE Corporate Head-quarters Fairfield, Con-necticut by Corporate StaffEmployee RelationsEditorBonnie J. LescinskyDesignThomas McVety


Typewritten Newsletters 251.10


gGE Metering Products

MarketInfoLetter number DIL 195 November 21,1988

Subject: Old vs new instrument transformer catalog numbers

To: GE Sales personnel and GE customers

The Meter and Control Business Department has recently converted all Instru-ment Transformer catalog numbers with the “old” six digit system to the “new’ ten digit system.

Example: Type JCH-0, 200:5

Old catalog number:631X29Computer format:631X29000

New catalog number: 750X12G4Computer format: 750Z012004

All “new” catalog numbers have three digits starting with the numeral “7”followed by an “X”. Next are up to three digits followed by “G” (standing for Group) and finishing with up to three more digits: example 750X12G4. In order to put these “new” catalog numbers into “computer” format, think interms of three clusters of three numbers each with an “X” placed between thefirst and second clusters and the “G” dropped. Using the same example(750X12G4) the numbers change as follows:

from to1st cluster 750 750

X X2nd cluster 12 012

G (dropped)3rd cluster 4 004

Example in “computer” format – 750X012004

These “new” catalog numbers with the ten digit format will be used within ourbusiness. “Old” numbers will be accepted by the system but will be convertedto “new” numbers at the front end. Thus, “new” numbers only will be shown on

For newsletters prepared on a typewriter, follow the guidelines for newsletter mastheads on pages04 and 05. Align the typewritten text with the signature Monogram at the left margin. Skip two or three lines to separate entries.


Iden

tifica

tion

Empl

oyee

These standards apply to employee identificationused by the Company and its


252

GE Identity Program

g

Contents

Name Tags 252.01

Security Badges 252.02

Uniform Patches 252.03

GE Identity Program 252, Employee Identification GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Name Tags 252.01

When designing name tags, follow these generalguidelines:

• Use a graphic signature to contain the individual’sname. The individual’s first name should appear large in Univers 68; the last name may bedifferentiated by using

- a smaller capital height or - lighter type (Univers 48)

Horizontally align the baseline of the first namewith the base of the Monogram.* Capital and low-ercase letters for both names are recommended.

Note: Bleed the Laser Line left off the name tagformat. When this is not possible, begin theLaser Line flush left with the left edge of the signature Monogram. To accommodate names of different lengths, end the Laser Line 1 ⁄4 inchfrom the right margin on all name tags.

For more information on graphic signatures,see document 131, Graphic Signatures.

• Reproduce the graphic signature in correct colors.For more information on the use of color ingraphic signatures and backgrounds, see document 132, Color. Color samples are availablefrom the GE Identity Website or Hotline.

• Use Univers 68 and, if needed, Univers 48 forother information appearing on the name tagsuch as

- the communicative name of the component oraffiliate (typeset in Univers 68)

- the office location (if used with a communicativename, typeset in Univers 48 for differentiation)

Place this information below the Laser Line.

The capital height of this information should beno larger than the capital height of the individ-ual’s last name; it may be smaller, if desired.

g VirginiaWilson

GE Transportation SystemsErie, PA

g RogerZimmermanGE SiliconesWaterford, NY

* GE Logo Font, a custom font that contains, instead of the alphabet, all versions of the signature and Dynamic Monograms,is available to all GE employees and their suppliers from the GE Identity Website or Hotline.


Security Badges 252.02

• Use a graphic signature containing the commu-nicative name of the component, affiliate, orlocation. When space is severely limited, one ofthe special signatures, as shown below right, maybe used. For more information on the special signatures, see document 131, Graphic Signatures.

• Reproduce the graphic signature in correct colors.For more information on the use of color ingraphic signatures and backgrounds, see document 132, Color. Color Samples are availablefrom the GE Identity Website or Hotline.

• Use a sans serif letter style for all typeset or typewritten information appearing outside thegraphic signature on both the front and back ofthe badge, whenever possible. For more informa-tion on sans serif typefaces, see document 133,Typography.

Robert W. Holmes57488

GE Aircraft EnginesEvendale

eGE AmericanCommunications

g

• When selecting equipment to produce securitybadges, evaluate the equipment for its capabilityto reproduce graphic signatures with accuracyand high quality. Some of these examples areproduced on equipment that can reproducesecurity information on both the front andreverse sides of the badge, leaving the front sideuncluttered in appearance. This clean, unclut-tered appearance is desirable in security badges.

• Do not use - group, division, department, program, project,

or other organizational logotypes or symbols- graphic elements such as decorative patterns,

borders, or illustrations

• For sources of reproduction materials, see the footnote on page 01.

GE FairfieldgSignature

NameRichard A. Eason 1689

When designingsecurity badges, follow these general guidelines:


Uniform Patches 252.03

When designing uniform patches, follow thesegeneral guidelines:

• Use a graphic signature containing the commu-nicative name of the component, affiliate, prod-uct, or service. For more information on graphicsignatures, see document 131, Graphic Signatures.Note: When the uniform patch is very small, oneof the special signatures may be used. In thisapplication, the special signature may contain acommunicative name, as shown at the left.

• Reproduce the graphic signature in correct colors.For more information on the use of color ingraphic signatures and backgrounds, see document 132, Color. Color samples are availablefrom the GE Identity Website or Hotline.

• Do not use - group, division, department, program, project,

or other organizational logotypes or symbols- secondary design marks or graphic elements

such as decorative patterns or borders.

• Primary word marks or design marks (other thanthe signature Monogram) may be used, if desired.They should be

- placed below the Laser Line - preferably reproduced in a color different from

the signature typography

• Any additional copy should be placed below theLaser Line and set in Univers 68 or 48.

• For sources of reproduction materials, see thefootnote on page 01.

GE ConsumerServiceg

Com

pone

nts&

Affil

iates

Stat

ione

ryfo

rNor

thAm

erica

nThese stationery standards apply to all compo-nents and licensed affiliates in North America.

In a company the size of GE, correspondencecreates an enormous daily flow of communica-tion specifically and personally directed to eachof the Company’s audiences—prospective andexisting customers, consumers, investors, andemployees, to name a few. It is a highly visiblemedium, at once official and personal.

The stationery standards provide consistent layouts, color treatments, and reproductionmethods to help interrelate the Company’s organizational elements, each contributing toand drawing from the strength of the Company.

When reproducing any item, even in subsequentprint runs, the smallest details are important.Check that correct graphic signatures and typography are reproduced in sizes and colorsmatching the examples and specifications shownin this document. Take special care to ensurethat these frequently reproduced items reflectGE’s commitment to high standards of quality.

These standards provide a plan for featuring elements of the GE Identity Program in all stationery. In addition, they help to


• streamline and modernize the appearance of stationery by using new typography, layouts, andcustom watermarked letterhead paper


• unify the stationery of all GE components andlicensed affiliates so that each draws from andcontributes to the strength of the GE identity

261

GE Identity Program

g

GE Identity Program 261, Stationery forNorth American Components & Affiliates

GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Stationery for North American Components & AffiliatesContents

261.01


Copy Preparation 261.11

Typesetting Specifications 261.20

Layout & Specifications:Standard Letterhead 261.31• with Brand Marks, a Slogan, or Certification 261.34• with Individual’s Name 261.36Standard Second Sheet 261.37Monarch Letterhead 261.38Internal Letterhead 261.39News Release Letterhead 261.40News Bulletin Letterhead 261.41

Standard Envelope 261.51• with Brand Marks or Certification 261.53• with Individual’s Name 261.54Monarch Envelope 261.55Internal Envelope 261.56News Release Envelope 261.57Window Envelope 261.58Airmail Envelope 261.59Large Mailing Envelope 261.60

Business Cards 261.71

Mailing Label 261.81

Note PadAlternative 1 261.82Alternative 2 261.83



261.10General Guidelines for Stationeryfor North American Components & Affiliates

Standard & Executive StationeryFor several items shown on the following pages,specifications are provided for both a standardand an executive version. In each, the contentand layout are identical. The differencesbetween the two versions are only the

• paper stock• reproduction method

Each component or affiliate decides which of its employees should use the executive versionof stationery items.

Personalized StationeryLetterheads and envelopes imprinted with anindividual’s name and, if desired, title are per-sonalized stationery. Note: Personalization is notrestricted to executive stationery.

Each component or affiliate decides which of itsemployees should use personalized stationery.

To save time and expense, take great care at eachstep in the process of preparing stationery:

• Typewrite copy for the typographer or printerneatly and correctly according to the guidelineson pages 11 and 12.

• Include complete and accurate typesetting specifications and/or typesetting examples,appearing on page 20, with all copy given to thetypographer or printer. When the typesetting isreturned by the supplier, check and double-checkit for correct content and form.

• Follow the layout and dimensions given for eachitem on pages 31 to 83. Carefully check layoutsprepared by an outside supplier against thedimensions in this document.

Note: Layout drawings are shown at actual sizeexcept when noted.

• Include paper stock, ink color, and reproductionspecifications, appearing on pages 31 to 83, withall camera-ready artwork. Attach to all artworkcolor samples for visual matching, available fromthe GE Identity Website or Hotline.

• Before the printer undertakes a production runfor any stationery item, request a proof of theitem and carefully check and double-check it. Stationery Supplier

Relief Printing has been designated through GE’s formal bid process as the single-source supplier of all GE stationery used by North American components and affiliates.

This supplier stocks the custom watermarkedpaper used for GE letterheads and all the otherpapers used for GE stationery.

To place an order for GE stationery, contact

Relief Printing GE Customer Service64 North Conahan DriveHazleton, Pennsylvania 18201800 538-1099



261.11Copy Preparation for Stationeryfor North American Components & Affiliates

Type the communicative name on one line usingcapital and lowercase letters. The communicativename of the component or affiliate is the nameused informally in conversation. It is also usedabove the Laser Line in the graphic signature atthe top of a stationery item.

• The communicative name usually consists of thename “GE” plus a generic name describing thecomponent’s or affiliate’s primary capability orproduct or service category, such as “GE Appli-ances.” It may also contain a geographic descriptorsuch as “GE Plastics France.” For some affiliates,the name consists of “GE” and a proper name. Insome cases, the communicative name is only theproper name of an affiliate, without the name “GE.”

• Do not use the communicative name of a sub-component above the Laser Line. Instead, usesuch a name, if desired, in the address block asdescribed at the right.

• The communicative name of the organizationdoes not contain a legal term such as “Company,”“Inc.,” or “Ltd.”

• For help with communicative names, see document 301, Component Names, available fromthe GE Identity Website or Hotline.

To ensure that thenames and addressesused on stationeryitems are completeand correct, followthe guidelines at theright when preparingcopy for the typogra-pher or printer. Whencopy is preparedproperly, it resemblesthe example shownabove.

Type the address block to contain specific information on each line as described below.Each line can contain approximately 53 characters(including punctuation and spaces between words).*If the information requires more characters thanwill fit on one line, use two lines, breaking themas described below.

• The first line contains either- the name of a subcomponent such as a division

or department, if desired- the legal name when a subcomponent name is

not used (If a subcomponent name is used, thelegal name must appear on the second line.)

The legal name is the full formal name underwhich the component or affiliate operates as alawfully registered business. It often contains alegal term such as “Company,” “Inc.,” or “Ltd.”For example, the legal name of GE Plastics is“General Electric Company.”

• The next line contains the complete address,provided it does not exceed 53 characters.* This line includes the post office box number (if required), street address, suite number (if required),city, state, and postal code. To facilitate this one-line setting, do the following:

- Use abbreviations:· Use “Blvd.” for Boulevard, “Ave.” for Avenue,“St.” for Street, “Ln.” for Lane, and so on; use“N.” for North, “NW” for Northwest, and so on. · Use approved two-letter postal abbreviations for state names; do not abbreviate country names.

- Use commas to correctly punctuate the address.

If the complete address cannot fit on one line of approximately 53 characters,* use two lines:· On one line, type the post office box number (if required), street address, and suite number (if required).· On the next line, type the city, state, and postal code.

continued

GE Plastics

Plastics Technology Division

General Electric Company

One Plastics Ave., Pittsfield, MA 02101

413 838-5453, DC: 299-5453, Fax: 413 838-5455

[email protected]

Robert W. Holmes

Vice President

*On a business card with a certification statement or logo, the maximum length of each line may be less than 53 characters,depending on the width of the certification.



261.12Copy Preparation for Stationeryfor North American Components & Affiliates,continued

• The next line contains the telephone and othercommunication numbers. Use a comma and asingle space to separate consecutive telephoneand communication numbers on one line. If the required numbers cannot fit on one line of approximately 53 characters,* use two or morelines.

Note: To avoid clutter, list only the telephoneand other communication numbers required to conduct business. Generally, such required numbers include only the telephone, Dial Comm, and facsimile numbers, which usuallycan be typeset on one line.

GE Plastics



One Plastics Ave., Pittsfield, MA 02101

413 838-5453, DC: 299-5453, Fax: 413 838-5455

[email protected]

Robert W. Holmes

Vice President

- For telephone numbers in the U.S.A., type the tele-phone area code without parentheses, use a spacebetween the area code and the prefix, and type ahyphen between the prefix and the last four digits.

- For telephone numbers in other countries, type thenumber according to local conventions.

- For Dial Comm numbers (if used), type the abbrevia-tion and colon “DC:” in capital letters, use aspace to separate the colon from the number,and type a hyphen to separate the prefix fromthe last four digits.

- For other communication numbers (if used), use thefollowing words in capital and lowercase lettersand a colon preceding the numbers: · “Fax:” for facsimile numbers· “Pager:” for pager numbers· “Cell:” for cellular telephone numbers· “Home:” for residential telephone numbersUse a space to separate the colon from the number, typed like the telephone number, above.

• The next line contains the individual’s e-mailaddress (if used). Type the address using capitaland lowercase letters for the individual’s nameand all lowercase letters for the balance of theaddress with no word spaces. Note: The uniqueform of the e-mail address clearly identifies it,making a label redundant; do not use the word“e-mail” or “Internet” with the address.

Type the individual’s name (if used) on one line,using capital and lowercase letters. An individualmay use any combination of initials, nicknames,and full names, as desired.

Type the individual’s title (if used) on the nextline, using capital and lowercase letters. If thetitle cannot fit on one line of approximately 53characters,* use two lines. Generally, when a titleconsists of a functional description (such as“Manager”) and the name of an organizationalelement, type a small dash (–) with a word spaceon either side to separate the parts of the title.

Type any additional copy (such as the bank references or disclaimers required on some letterheads) in paragraphs.

*On a business card with a certification statement or logo, the maximum length of eachline may be less than 53 characters, depending on thewidth of the certification.

261.20Typesetting Specifications for Stationeryfor North American Components & Affiliates



General Specifications

GE PlasticsRobert W. HolmesVice President

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield MA 02101413 838-5453, DC: 299-5453, Fax: 413 [email protected]

Too open

GE PlasticsRobert W. HolmesVice President

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield, MA 02101413 838-5453, DC: 299-5453, Fax: 413 [email protected]

GE Plastics

Robert W. HolmesVice President

Plastics Technology DivisionGeneral Electric Company,One Plastics Ave., Pittsfield, MA 02101413 838-5453, DC: 299-5453, Fax: 413 [email protected]

Correct specification of typesetting depends in part on the selected typesetting equipment.Because there are many different typesetting systems, each continuously revised and improvedand each with slightly different actual sizes pro-duced at a specified point size, it is not possibleto standardize one specification that will yielduniform results from all typesetting equipment.

Therefore, the examples on this page establishthe visual standard for correct typesetting.When ordering typography, ask your supplier tovisually match the correct examples on this page.

Too tight Correct


The correct examples on this page and in the layout drawings on pages 31 to 83 were typeseton an Apple Macintosh computer using the

• QuarkXPress page layout program• Adobe Univers Condensed font package • U.S. typographic measurement system

(72 points = 6 picas = 1 inch), according to thefollowing specifications:

Univers 48:*8/9 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length of 2 1 ⁄4 inches (57mm) or less, as noted in the drawings+ 1-point line space above telephone numbers

Univers 68:*8/9 and 11/12 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length of 2 1 ⁄4 inches (57mm) or less, as noted in the drawings

Laser Line: 1 ⁄2 -point rule (Note: Allow for bleed when typesetting the rule.)

continued



261.21Typesetting Specifications for Stationeryfor North American Components & Affiliates,continued

Communicative Name

The communicative name is typeset in 11/12Univers 68 to match the correct example on page 20.If the name contains both a geographic descriptorand a generic name, such as “GE Plastics France,”the geographic descriptor is typeset in 11/12Univers 48, and the balance of the name is typesetin 11/12 Univers 68.

A short communicative name appears on one line,provided it does not exceed a maximum length of

• 15 ⁄8 inches (41.5mm) on letterheads and envelopes• 7 ⁄8 inch (22mm) on business cards.

A longer communicative name is typeset on twolines, aligned flush left.

If a long name does not read easily on two lines, it appears on one line. For example, “GE Saudi” on one line and “Arabia” on a second line is difficult to read.

GE Plastics GE Marine& Industrial Engines

A short one- or two-line communicative name (one that does not exceed the maximum linelengths given above) is positioned above the LaserLine as shown in the example above. The end ofthe bottom stroke of the “E” in “GE” vertically alignswith the end of the Laser Line. If “GE” is not part ofthe name, the name begins 1 pica to the left of theend of the Laser Line.

A longer one- or two-line communicative nameis positioned above the Laser Line so the right margin (the distance between the end of the nameand the edge of the format) is no smaller than 3 ⁄8 inch (9.5mm) on letterheads and 1 ⁄4 inch(6mm) on business cards.

Note: On business cards, the Laser Line may not beshortened; it remains a standard length. As shownin the example of part of a business card above,longer names cannot be placed above the standardpreprinted Laser Line so that the bottom stroke ofthe “E” in “GE” vertically aligns with the end of theLaser Line. Instead, longer names are placed at aminimum distance from the edge of the card.

continued

GE Plastics GE Marine& Industrial Engines

1 ⁄4"




Address

The address is typeset in 8/9 Univers 48 to matchthe correct example on page 20.

Note: The complete typeset address is placed on asingle line, provided it does not exceed 2 1 ⁄4 inches(57mm).* The complete address includes the postoffice box number (if required), street address,suite number (if required), city, state, and postalcode. To facilitate this one-line setting, do the following:

• Use abbreviations. Use “Blvd.” for Boulevard and “N.” for North, for example; use approved two-letterpostal abbreviations for all state names; do notabbreviate country names.

• Use commas to correctly punctuate the address.

A longer address is placed on two lines. One linecontains the post office box number (if required),street address, and suite number (if required). Theother line contains the city, state, and postal code.

Telephone & Communication Numbers

Telephone and other communication numbersappear on one line, provided the length of thetypeset line does not exceed 2 1 ⁄4 inches(57mm)*; otherwise, two or more lines are used.

Telephone/communication numbers are typesetin 8/10 Univers 48 to match the correct exampleon page 20. A comma and a word space separate consecutive telephone or communicationnumbers on one line.

413 838-5453

• In the U.S.A., the telephone area code is typesetwithout parentheses, a word space separates thearea code from the prefix, and a hyphen separatesthe prefix from the last four digits.

47-1-741-9911

• In other countries, the telephone number is typeset according to local conventions.

One Plastics Ave., Pittsfield, MA 02101 P.O. Box 417, Commerce Court N.Toronto, Ont M5L 1J2 Canada

DC: 234-2464

• The Dial Comm number is preceded by “DC:”and a word space, and a hyphen separates the prefix from the last four digits.

Fax: 44-81-846-9844

• The facsimile number is preceded by “Fax:” and a word space, and it is typeset like the telephone number.

Pager: 413 838-2123

• Other communication numbers are preceded by “Pager:”, “Cell:”, or “Home:”, as appropriate,and a word space, and they are typeset like thetelephone number.

One Plastics Ave., Pittsfield, MA 02101413 838-5453, DC: 299-5453, Fax: 413 838-5455

The first line of telephone and communication numbers is placed flush left below the addressblock, separated by an additional 1 point of linespace, as shown above.

continued

*On a business card with a certification statement or logo, the maximum line length may be less than this specification,depending on the width of the certification.

E-mail address(if used)




[email protected]

The individual’s e-mail address is typeset in 8/9 Univers 48 to match the correct example onpage 20. Capital and lowercase letters are usedfor the individual’s name, but only lowercase letters are used for the balance of the addressWord spaces are not used. No word precedes theaddress.

Individual’s Name & Title (if used)


The individual’s name is typeset in 8/9 Univers68 and the title in 8/9 Univers 48, both to match the correct example on page 20. Provided the length of the typeset title does not exceed 2 1 ⁄4 inches (57mm), it appears on one line; otherwise, two lines are used.

On letterheads, the e-mail address is placed flushleft below the last line of communication numbers, with no additional line spacing.

On business cards, the e-mail address may beplaced either

• if there is enough space, below the last line of communication numbers

• if space is limited, as the last entry in the last lineof communication numbers (Note: In this case, a comma and a word space separate the previousentry from the e-mail address.)

Syndi Beth DoctorsManager – Marketing Communications

When a title consists of a functional description(such as “Manager”) and the name of an organi-zational element, a small dash (–) with a wordspace on either side is used to separate the partsof the title.

GE Identity Program

261, Stationeryfor N

orth American Com

ponents & Affiliates

GE Identity W

ebsite:http://ww

w.ge.com

/identityG

E Identity Hotline:800 654-2696 or 518 869-2824 (DC: 232-2696)

261.31Standard Letterheadfor North American Components & Affiliates

Size 81 ⁄2" x 11"

Monogram44-point GE Logo Font,available from the GE Identity Website or Hotline

Typography See pages 20 to 23 forguidelines.

Communicative name:11/12 point Univers 68and,if needed,Univers 48

Laser Line: 1 ⁄2 -point rule,401 ⁄2 picas with bleed

Address block: 8/9 point Univers 48

Color Match color samplesfor Platinum Grey andLaserRed,available fromthe GE Identity Websiteor Hotline.

Monogram:Platinum Grey

Laser Line: Laser Red

All typography:Platinum Grey

Paper StockSee page 10 for infor-mation on paper stocks.

Standard: GE standardstationery stock withcustom GE watermark

Executive: GE executivestationery stock withcustom GE watermark

ReproductionStandard:Offset lithography

Executive: Engraving

continued

261.31Standard Letterheadfor N

orth American Com


Unless noted by “p” for pica,dimensions are given in inches.

GE Plastics

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield, MA 02101413 838 5400

11 ⁄4

1 p

1 ⁄4

1

3 ⁄16

17 ⁄821 ⁄4

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.32Standard Letterheadfor North American Components & Affiliates,continued


orth American Com

ponents & Affiliates,

continued

GE Intersil

Intersil, Inc.10600 Ridgeview Ct., Cupertino, CA 95014408 424-5526

minimum margin

GE Canada

General Electric Canada, Inc.2300 Meadowvale Blvd.Mississauga, Ont. L5N 5P9 Canada416 858-5100

The GE Intersil letterhead is shown for demonstrationpurposes only.

3 ⁄8

continued

g

g


GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.33Standard Letterheadfor North American Components & Affiliates,continued


orth American Com


continued

Life of Virginia

The Life Insurance Company of Virginia6610 West Broad St., Richmond, VA 23230804 281-6300, Fax: 804 281-6900

minimum margin

GE Marine& Industrial Engines

General Electric CompanyP.O. Box 156301, One Neumann WayCincinnati, OH 45215-6301513 330-5400

3 ⁄8

g

g


GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


x261.34Standard Letterhead with

Brand Marks, a Slogan, or Certificationfor North American Components & Affiliates

Size 81 ⁄2" x 11"


Brand Marks Monogram:1 ⁄4" diameter or 25 -point GE Logo Font

Logotypes:3 ⁄32" capital height




Address block:8/9 point Univers 48

Slogan or Certification (in place of brand marks): 8-point Univers 68

Color Match color samplesfor Platinum Grey andLaserRed,available fromthe Website or Hotline.

Monogram: Platinum Grey



Brand marks:• Monogram:Platinum Grey• Logotypes: Use existingbrand mark color.






continued

261.34Standard Letterhead w

ith B

rand Marks, a Slogan, or Certification

for North Am

erican Components &

Affiliates

11 ⁄4

1⁄2

centerhorizontally

custom GE watermark

GE Appliances

General Electric CompanyAppliance Park, Louisville, KY 40225502 452-4000

11 ⁄4

1 p

1 ⁄4

1

3⁄16

17 ⁄821 ⁄4

g

g


GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


x5 ⁄16

Certified ISO 90015 ⁄16

1 1 ⁄4 Dimensions are given in inches.

Standard Letterhead with

Brand M

arks, a Slogan, or Certificationfor N

orth American Com


continued

261.35

custom GE watermark

x261.35Standard Letterhead with

Brand Marks, a Slogan, or Certificationfor North American Components & Affiliates,continued


Note: In all stationery,the preferred form ofcertification is a state-ment, as shown above.

Instead, a certificationlogo may be usedaccording to theseguidelines:

• Size and place the logo like a brandmark (shown on the preceding page).

• Use no more than two.• Reproduce the logo in

Platinum Grey only.

See page 71 for exam-ples of certifcation onbusiness cards.

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.36Standard Letterheadwith Individual’s Namefor North American Components & Affiliates

Size 81 ⁄2" x 11"






Individual’s name:8/9 point Univers 68

Individual’s title (optional): 8/9 point Univers 48





261.36Standard Letterheadw

ith Individual’s Nam

efor N

orth American Com




GE Plastics

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield, MA 02101413 838-5453, Fax: 413 [email protected]

1 p

1 ⁄4

1

3 ⁄16

17 ⁄821 ⁄411 ⁄4



g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.37Standard Second Sheetfor North American Components & Affiliates

Size 81 ⁄2" X 11"

Typography Laser Line: 1 ⁄2 -point rule,401 ⁄2 picas with bleed

Color Match color samples forLaserRed,available fromthe GE Identity Websiteor Hotline.







261.37Standard Second Sheetfor N

orth American Com


1

17⁄8

Dimensions are given in inches.

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.38Monarch Letterheadfor North American Components & Affiliates

Size 71 ⁄4" x 10 l ⁄2"






Individual’s title:8/9 point Univers 48







Standard: GE standardmonarch stationerystock with custom GE

watermark

Executive: GE executivemonarch stationerystock with custom GE

watermark



261.38M

onarch Letterheadfor N

orth American Com




GE Plastics


11 ⁄4

1 p

1 ⁄4

1

3 ⁄16

15 ⁄82

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.39Internal Letterheadfor North American Components & Affiliates

Size 81 ⁄2" x 11"






“To:…” (optional):8-point Univers 48


Monogram: Black


All typography: Black


ReproductionOffset lithography

Note: For second sheets,only the Laser Line isprinted in Laser Redaccording to “StandardSecond Sheet,” page 37.

Note: Either anunprinted #10 medium-grey standard envelopeor the internal enve-lope, page 56, may beused with the internal letterhead.

261.39Internal Letterheadfor N

orth American Com


2 pTo:

From:

Date:

Re:

2 p

7 ⁄8

align


GE Medical Systems

General Electric Company3000 Grandview Blvd., Waukesha, WI 53188

DC:

11 ⁄4

1 p

1 ⁄4

1

3 ⁄16

17 ⁄821 ⁄4

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.40News Release Letterheadfor North American Components & Affiliates

261.40N

ews Release Letterhead

for North Am

erican Components &

Affiliates


GE Lighting

General Electric CompanyNela Park, Cleveland, OH 44112

11 ⁄4

1 p

1

3 ⁄16

17 ⁄821 ⁄4

N E W S R E L E A S E

Size 8 l ⁄2" x 11"



“NEWS RELEASE”:12-point Univers 48, allcaps, open letterspacing,positioned with baselineof type 8 points aboveedge of bar

Communicative name:11/12 point Univers 68and, if needed, Univers48, vertically centeredbetween bar and LaserLine






Communicative name and address:Platinum Grey

“NEWS RELEASE”:Reverses from bar

Bar: Laser Red


Use GE standard stationery stock with custom GE watermark.


g1⁄2

41⁄8

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.41News Bulletin Letterheadfor North American Components & Affiliates

261.41N

ews B

ulletin Letterheadfor N

orth American Com



GE Motors

Large Motor and Generator DepartmentGeneral Electric CompanySchenectady, NY 12345

Phoenix Motors & Generators

1 p

1

3 ⁄16

1 7 ⁄821 ⁄4

For use by GE Personnel

We bring good things to life.5 ⁄16

Phoenix Marketing Information

11 ⁄4

Size 81 ⁄2" x 11"



Bulletin title:12- to 16-point Univers 68and,if needed,Univers 48

Communicative name:11/12 point Univers 68and, if needed, Univers48, vertically centeredbetween bar and LaserLine





Laser Line: Laser Red or Platinum Grey


Bar: Select from the GE color palettes.



g1⁄2

41⁄8

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.51Standard Envelopefor North American Components & Affiliates

Size 41 ⁄8" x 91 ⁄2"











Standard: GE standardenvelope stock withside seam

Executive: GE executiveenvelope stock withside seam



continued

261.51Standard Envelopefor N

orth American Com


GE Plastics

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield, MA 02101

25 ⁄8

1

3 ⁄16

3 ⁄8

1 ⁄4

1 p


g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.52Standard Envelopefor North American Components & Affiliates,continued

261.52Standard Envelopefor N

orth American Com


continued

GE Intersil

Intersil Inc.10600 Ridgeview Ct., Cupertino, CA 95014

Life of Virginia

The Life Insurance Company of Virginia6610 West Broad St., Richmond, VA 23230

The GE Intersil envelopeis shown for demonstration purposes only.g

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.53Standard Envelope with Brand Marks or Certificationfor North American Components & Affiliates

261.53Standard Envelope w

ith Brand M

arks or Certificationfor N

orth American Com


GE Appliances

General Electric CompanyAppliance Park, Louisville, KY 40225

1

center horizontally

align

Display of brand marks is not recommended.

g

Size 41 ⁄8" x 91 ⁄2"


Brand MarksMonogram:1 ⁄4" diameter or25-point GE Logo Font

Logotypes:3 ⁄32" capital height





Certification (in place of brand marks):8/9 point Univers 68,flush left below addressblock so baseline is 1" below Laser Line

Note: The preferredform of certification is a statement. Instead, a certification logo maybe used. See page 35for guidelines.





Brand mark:• Monogram:Platinum Grey • Logotypes: Use existingbrand mark color.






gUnless noted by “p” for pica,dimensions are given in inches.

25 ⁄8

1

3 ⁄16

3 ⁄8

1 ⁄4

1 p

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.54Standard Envelope with Individual’s Namefor North American Components & Affiliates

261.54Standard Envelopew


efor N

orth American Com


GE Plastics



25 ⁄8

1

3 ⁄16

3 ⁄8

1 ⁄4

1 p


g

Size 41 ⁄8" x 91 ⁄2"






Individual’s title (optional):8/9 point Univers 48

Address block:8/9 point Univers 48,one line space (9 points)below name or title










GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.55Monarch Envelopefor North American Components & Affiliates

Size 37⁄8" x 7 l ⁄2"














watermark


watermark



261.55M

onarch Envelopefor N

orth American Com


GE Plastics



25 ⁄8

3 ⁄16

3 ⁄8

1 p


7 ⁄8 g1⁄4

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.56Internal Envelopefor North American Components & Affiliates

Size 91 ⁄2" x 121 ⁄2"


261.56Internal Envelopefor N

orth American Com


GE Internal Mail

Remove all contents. Reuse envelope.

To/DepartmentTo/Department1 p

1 ⁄2

3 ⁄8

1⁄4

3 ⁄4

1 ⁄2

6 pt

5 ⁄843 ⁄4

5 ⁄8

Reuse envelope until all spaces are full.

GE reuse envelope RD-602. Use RD-602-3 for larger mail(12”x15 3/4”). Return surplus envelopes to local stationery room.When all spaces are used and the envelope is still useable you may affix address label L-15 for additional mailing.

Remove all contents.

Use for mailing to GE addresses only• within local plant• between locations served by GE Mail Trucks

1 ⁄2

Unless noted by “p” for pica or “pt” for point, dimensionsare given in inches.


“GE Internal Mail”andtype on flap:20-point Univers 68

“To/Department”and text below“Remove…” and“Reuse…”:12/14 point Univers 48

“Remove…”and“Reuse…”:14/16 point Univers 68

Heavy rule: 41 ⁄2 points

Laser Line and all otherrules: 11 ⁄2 -point rule

ColorAll elements: Black

Paper StockMedium-grey standardinteroffice mail string-and-button envelope


Note: This drawing is shown at a reduced size.

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.57News Release Envelopefor North American Components & Affiliates

Size 41 ⁄8" x 91 ⁄2"



“NEWS RELEASE”:12-point Univers 48, all caps, open letter-spacing, positioned withbaseline of type 6 pointsabove edge of bar







Communicative name and address:Platinum Grey

“NEWS RELEASE”:Reverses from bar

Bar: Laser Red


GE standard envelopestock with square flap


261.57N

ews Release Envelope

for North Am

erican Components &

Affiliates

align


GE Lighting


25 ⁄8

1

3 ⁄16

3 ⁄8

1 ⁄41 p


3 ⁄8

Length of bar: 4

g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.58Window Envelopefor North American Components & Affiliates

Size 41 ⁄8" x 91 ⁄2"












261.58W

indow Envelope

for North Am

erican Components &

Affiliates

GE Plastics


25 ⁄8

1

3 ⁄16

3 ⁄8

1 ⁄4

1 p


g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


5 ⁄16

Via Air Mail Correo Aereo Par Avion1⁄8

261.59Airmail Envelopefor North American Components & Affiliates

Size 41 ⁄8" x 91 ⁄2"



Communicative name:11/12 point Univers 68and,ifneeded,Univers 48



“Via Air Mail…”:11-point Univers 68 with1 pica between phrases

Stripes:27 points wide, placed 27 points apart at a 45-degree angle




All typography and stripes:Platinum Grey



261.59A

irmail Envelope

for North Am

erican Components &

Affiliates

GE Plastics


1

3 ⁄16

25 ⁄8

1 ⁄4

1 p

3 ⁄8align

g

align

Unless noted by “p” for pica or “pt” forpoint, dimensions are given in inches.

27 pt

27 pt

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.60Large Mailing Envelopefor North American Components & Affiliates

Size 9" x 12"







Paper StockMedium-grey standardmailing envelope


261.60Large M

ailing Envelopefor N

orth American Com


GE Plastics


25 ⁄8

1 1 ⁄8

3 ⁄8

3 ⁄8

1⁄81 p


g

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.71Business Cardsfor North American Components & Affiliates

Size 2" x 31 ⁄2"




Laser Line: 1 ⁄2 -point rule,161 ⁄2 picas with bleed*




Certification (optional):8/9 point Univers 48Notes:

• The preferred form of certification is a state-ment, as shown in theexample at the top left.Instead, a certificationlogo may be used asshown in the example at the bottom left.

• A certification statementor logo may reduce thespace available for theaddress block.

• See page 35 for guide-lines on using certifica-tion logos.

Color Match color samples for Platinum Grey andLaser Red, available fromthe GE Identity Websiteor Hotline.



All typography and certifi-cation logos (if used): Platinum Grey

Paper StockSee page 10 for informa-tion on paper stocks.

ReproductionStandard: Offset lithography


continued

261.71B

usiness Cardsfor N

orth American Com


GE Plastics


25⁄8

3⁄4

3⁄8

1⁄8

1 p


3 ⁄16

GE Plastics


1 ⁄4minimum margin

align

g

g

1⁄8



align

Certified ISO 9001

*To lower the cost of repro-ducing the standard businesscard, the Laser Line, 16 1 ⁄2picas in length, is preprintedon large quantities of businesscard blanks. The standardbusiness card reproductioncost includes only the addi-tional one-color (PlatinumGrey) imprint of the otherelements listed at the left.Note: The Laser Line may not be shortened, and other colors may not be used.

At an additional cost, businesscards may be custom-printedwith information in PlatinumGrey on the back. Note:Other colors may not be used.

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


Life of Virginia

Thomas R. PinkatoSecond Vice President – Communications


Joel A. BurtonVice President

GE Intersil

Caroline E. PatrickVice President

261.72Business Cardsfor North American Components & Affiliates,continued

261.72B

usiness Cardsfor N

orth American Com


continued

GE Canada

Gerold E. VanderspekManager – Corporate Health, Safety & Environment

1 ⁄4minimum margin

The GE Intersil business card is shown for demonstration purposes only.

g g

gg


General Electric Canada, Inc.2300 Meadowvale Blvd.Mississauga, Ont. L5N 5P9 Canada416 858-5100, DC: 299-5100, Fax: 416 [email protected]

General Electric CompanyP.O. Box 156301, One Neumann WayCincinnati, OH 45215-6301513 330-5400, DC: 299-5400, Fax: 513 [email protected]

Intersil, Inc.10600 Ridgeview Ct., Cupertino, CA 95014408 424-5526, Fax: 408 [email protected]

The Life Insurance Company of Virginia6610 West Broad St., Richmond, VA 23230804 281-6309, Fax: 804 [email protected]

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.81Mailing Labelfor North American Components & Affiliates

Size 5" x 3"





Address block:8/9 point Univers 48, maximum line length 21 ⁄8 inches

“Contains Merchandise…”:8/9 point Univers 68

“R.R. or EXP.CO…”:6/7 point Univers 68

Color Match color samplesfor Platinum Grey, available from the GE Identity Website orHotline.

All elements:Platinum Grey

Paper StockStarliner Scenario,White Vellum,60 lb. label stock


261.81M

ailing Labelfor N

orth American Com


GE Plastics

Plastics Technology DivisionOne Plastics Ave., Pittsfield, MA 02101

21 ⁄2

1 p

1 ⁄2

3 ⁄4

7 ⁄16

1 p

5 ⁄16Contains MerchandiseReturn Postage Guaranteed

R.R. or EXP. CO.- If undeliverable, notify usof our requisition number. FC-23-B


1⁄8

g1⁄8

GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.82Note Pad, Alternative 1for North American Components & Affiliates

Size 5" x 7”



Communicative name:11/12 point Univers 68and,if needed,Univers 48(Note: For a layout with a long name, see page83.)





261.82N

ote Pad,Alternative 1

for North Am

erican Components &

Affiliates

GE Plastics


2

3⁄16

1 ⁄4

1 p


7 ⁄8

1


413 838-5453DC: 234-5453

21 ⁄4

1⁄8

1⁄8

gColorAll elements: Black



GE Identity Program


orth American Com


GE Identity W

ebsite:http://ww

w.ge.com

/identityG


261.83Note Pad, Alternative 2for North American Components & Affiliates

Size 5" x 7"



Communicative name:11/12 point Univers 68and,if needed,Univers 48(Note: For a layout with a short name, see page82.)




261.83N

ote Pad, Alternative 2

for North Am

erican Components &

Affiliates


3⁄16

1 ⁄4

1 p


7 ⁄8


minimum margin

1⁄8

gColorAll elements: Black



align

1 ⁄4

Stat

ione

ryfo

rCor

pora

teSt

aff

These stationery standards apply to all corporatestaff functions.




These standards provide a plan for featuring ele-ments of the GE Identity Program in all stationery. In addition, they help to





262

GE Identity Program

g

GE Identity Program 262, Stationery for Corporate Staff GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Stationery for Corporate StaffContents

262.01




Layout & Specifications:Letterhead 262.31Letterhead with Individual’s Name 262.36Second Sheet 262.37Monarch Letterhead 262.38Internal Letterhead 262.39

Envelope 262.51Envelope with Individual’s Name 262.54Monarch Envelope 262.55Internal Envelope 262.56

Business Card 262.71


262.10General Guidelines for Stationeryfor Corporate Staff

Standard & Executive StationeryFor several items shown on the following pages,specifications are provided for both a standardand an executive version. In each, the contentand layout are identical. The differencesbetween the two versions are only the


Personalized StationeryLetterheads and envelopes imprinted with anindividual’s name and, if desired, title are per-sonalized stationery. Note: Personalization is notrestricted to executive stationery items.




• Follow the layout and dimensions given for eachitem on pages 31 to 71. Carefully check layoutsprovided by an outside supplier against thedimensions in this document.



• Before the printer undertakes a production runfor any stationery item, request a proof of theitem and carefully check and double-check it.Stationery Supplier

Relief Printing has been designated through GE’s formal bid process as the single-source supplier of all GE stationery used by corporatestaff.

This supplier stocks the custom watermarkedpaper used for GE letterheads and all the otherpapers used for GE stationery.

To place an order for GE stationery, contact

Relief Printing GE Customer Service64 North Conahan DriveHazleton, Pennsylvania 18201800 538-1099


262.11Copy Preparation for Stationeryfor Corporate Staff

To ensure that the names and addresses used oncorporate stationery are complete and correct,follow these guidelines when preparing copy forthe typographer or printer. When copy is pre-pared properly, it resembles the example above.

Note: Whereas all component and affiliate stationery items feature a communicative name, stationery for corporate staff does not. No name is used above the Laser Line in thegraphic signature at the top of a stationery item.Instead, the name of the corporate functionappears in the address block.

Corporate Marketing Communications


3135 Easton Turnpike, Fairfield, CT 06431

203 373-3056, DC: 229-3056, Fax: 203 373-2992

[email protected]

Andrew J. Harman

Manager

Type the address block to contain specific information on each line as described below.Each line can contain approximately 53 characters(including punctuation and spaces between words).If the information requires more characters thanwill fit on one line, use two lines, breaking themas described below.

• The first line contains the name of the corporatefunction.

• The second line contains the legal name, “General Electric Company.”

• The third line contains the complete address,providing it does not exceed 53 characters. This line includes the street address, city, state,and postal code. To facilitate this one-line setting,do the following:

- Use abbreviations. If common names were used inthe corporate address, they would be abbreviatedusing “Blvd.” for Boulevard, “Ave.” for Avenue,“St.” for Street, “Ln.” for Lane, “N.” for North,“NW” for Northwest, and so on. Use theapproved two-letter postal abbreviation for thestate name.


If the complete corporate address could not fiton one line of approximately 53 characters, twolines would be used:· On the third line, the post office box number(if required), street address, and suite number (if required) would appear.· On the fourth line, the city, state, and postal codewould appear.

continued


262.12Copy Preparation for Stationeryfor Corporate Staff, continued

• The next line contains the telephone and othercommunication numbers. Use a comma and asingle space to separate consecutive telephoneand communication numbers on one line. If therequired numbers cannot fit on one line ofapproximately 53 characters, use two or morelines.

Note: To avoid clutter, list only the telephoneand other communication numbers required to conduct business. Generally, such required numbers include only the telephone, Dial Comm, and facsimile numbers, which canusually be typeset on one line.

Corporate Marketing Communications


3135 Easton Turnpike, Fairfield, CT 06431

203 373-3056, DC: 229-3056, Fax: 203 373-2992

[email protected]

Andrew J. Harman

Manager

- For the telephone number, type the telephone areacode without parentheses, use a space betweenthe area code and the prefix, and type a hyphenbetween the prefix and the last four digits.


- For other communication numbers (if used), use thefollowing words in capital and lowercase lettersand a colon preceding the numbers: · “Fax:” for facsimile numbers· “Pager:” for pager numbers· “Cell:” for cellular telephone numbers· “Home:” for residential telephone numbersUse a space to separate the colon from the number, typed like the telephone number, above.

• The next line contains the individual’s e-mailaddress (if used). Type the address using capitaland lowercase letters for the individual’s nameand all lowercase letters for the balance of theaddress with no word spaces. Note: The uniqueform of the e-mail address clearly identifies it,making a label redundant; do not use the word“e-mail” or “Internet” with the address.


Type the individual’s title (if used) on the nextline, using capital and lowercase letters. If thetitle cannot fit on one line of approximately 53characters, use two lines. Generally, when a titleconsists of a functional description (such as“Manager”) and the name of an organizationalelement, use a small dash (–) with a word spaceon either side to separate the parts of the title.


262.20Typesetting Specifications for Stationeryfor Corporate Staff


Andrew J. HarmanManager

Corporate Marketing CommunicationsGeneral Electric Company3135 Easton Turnpike, Fairfield, CT 06431203 373-3056, DC: 229-3056, Fax: 203 [email protected]

Too tight




Corporate Marketing CommunicationsGeneral Electric Company,3135 Easton Turnpike, Fairfield, CT 06431203 373-3056, DC: 22903056, Fax: 203 [email protected]

Correct specification of typesetting depends inpart on the selected typesetting equipment.Because there are many different typesetting systems, each continuously revised and improvedand each with slightly different actual sizes pro-duced at a specified point size, it is not possibleto standardize one specification that will yielduniform results from all typesetting equipment.


Correct Too open





Univers 48:*8/9 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length of 21 ⁄4 inches (57mm) or less, as noted in the drawings+ 1-point line space above telephone numbers

Univers 68:*8/9 and 11/12 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length of 21 ⁄4 inches (57mm) or less, as noted in the drawings


continued


262.21Typesetting Specifications for Stationeryfor Corporate Staff, continued

Corporate Function,Name, & Address

The name of the corporate function, legal name, andaddress are typeset in 8/9 Univers 48 to match thecorrect example on page 20.

Note: The complete typeset address is placed on asingle line, provided it does not exceed 2 1 ⁄4 inches(57mm). The complete address includes the postoffice box number (if required), street address,suite number (if required), city, state, and postalcode. To facilitate this one-line setting, do the following:

• Use abbreviations. Use “Blvd.” for Boulevard and “N.” for North, for example; use approved two-letterpostal abbreviations for all state names; do notabbreviate country names.


A longer address would be placed on two lines.One line would contain the post office box number(if required), street address, and suite number (if required). The other line would contain the city,state, and postal code.


Telephone and other communication numbersappear on one line, provided the length of thetypeset line does not exceed 21 ⁄4 inches (57mm);otherwise, two lines are used.


203 373-3056

• The telephone number area code is typeset with-out parentheses, a word space separates the areacode from the prefix, and a hyphen separates theprefix from the last four digits.

DC: 229-3056


Corporate Marketing CommunicationsGeneral Electric Company3135 Easton Turnpike, Fairfield, CT 06431

Fax: 203 373-2992

• The facsimile number is preceded by “Fax:” and a word space, and it is typeset like the telephone number.

Pager: 203 838-2123

• Other communication numbers are preceded by“Pager:”, “Cell:”, or “Home:”, as appropriate, anda word space, and they are typeset like the telephone number.

3135 Easton Turnpike, Fairfield, CT 06431203 373-3056, DC: 229-3056, Fax: 203 373-2992

The first line of telephone and communication numbers is positioned flush left below theaddress block, separated by an additional 1 pointof line space, as shown above.

continued


The individual’s name is typeset in 8/9 Univers68 and the title in 8/9 Univers 48, both to matchthe correct example on page 20. Provided the length of the typeset title does not exceed 21 ⁄4 inches (57mm), it appears on one line; otherwise, two lines are used.


262.22Typesetting Specifications for Stationeryfor Corporate Staff, continued



[email protected]

The individual’s e-mail address is typeset in 8/9 Univers 48 to match the correct example onpage 20. Capital and lowercase letters are usedfor the individual’s name, but only lowercase letters are used for the balance of the addressWord spaces are not used.

Syndi Beth DoctorsManager – Corporate Public Relations






GE Identity Program

262, Stationery for Corporate StaffG

E Identity Website:http://w

ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.31Letterheadfor Corporate Staff

Size 81 ⁄2" x 11"





Note: Letterheads usedby affiliates attached tocorporate staff compo-nents (for example, GE

Property Managementor GE Ceramics) carrythe communicativename above the LaserLine, similar to NorthAmerican components.See document 261, Stationery for North American Components & Affiliates, page 31.










262.31Letterheadfor Corporate Staff


Economic Research & ForecastingGeneral Electric Company3135 Easton Turnpike, Fairfield, CT 06431203 373-2500

11 ⁄4

1 p

1

3 ⁄16

17 ⁄821 ⁄4

g

GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.36Letterhead with Individual’s Namefor Corporate Staff

Size 81 ⁄2" x 11"











262.36Letterhead w


efor Corporate Staff




1 p

1

3 ⁄16

17 ⁄821 ⁄411 ⁄4



g

GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.37Second Sheetfor Corporate Staff

Size 81 ⁄2" X 11"

Typography Laser Line: 1 ⁄2 -point rule,401 ⁄2 picas with bleed








262.37Second Sheetfor Corporate Staff

1

17⁄8


GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.38Monarch Letterheadfor Corporate Staff

Size 71 ⁄4" x 10 l ⁄2"






PositionThe longest line oftypography in the nameand title block alignsflush right with the endof the Laser Line.







watermark


watermark



262.38M

onarch Letterheadfor Corporate Staff

Roger V. ZimmermanVice President


11 ⁄4

1 p

1

3 ⁄16

15 ⁄8

g

align

GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.39Internal Letterheadfor Corporate Staff

Size 81 ⁄2" x 11"






ColorMatch color samples forLaserRed,available fromthe GE Identity Websiteor Hotline.

Monogram: Black





Note: For second sheets,only the Laser Line isprinted in Laser Redaccording to “SecondSheet,” page 37.

Note: Either anunprinted #10 medium-grey standard envelopeor the internal enve-lope, page 56, may beused with the internalletterhead.

262.39Internal Letterheadfor Corporate Staff

2 pTo:

From:

Date:

Re:

2 p

7 ⁄8

align


General Electric Company3135 Easton Turnpike, Fairfield, CT 06431

DC:

11 ⁄4

1 p

1

3 ⁄16

17 ⁄821 ⁄4

g

GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.51Envelopefor Corporate Staff

Size 41 ⁄8" x 91 ⁄2"














262.51Envelopefor Corporate Staff

General Electric Company3135 Easton Turnpike, Fairfield, CT 06431

2 5 ⁄8

1

3 ⁄16

3 ⁄8

1p


g

GE Identity Program



ww

.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.54Envelope with Individual’s Namefor Corporate Staff

262.54Envelope w


efor Corporate Staff



25 ⁄8

1

3 ⁄16

3 ⁄8

1 p


g

Size 4 1 ⁄8" x 91 ⁄2"
















GE Identity Program



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.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.55Monarch Envelopefor Corporate Staff

Size 41 ⁄8" x 9 l ⁄2"













watermark


watermark



262.55M

onarch Envelopefor Corporate Staff

Roger V. ZimmermanVice President


25 ⁄8

3 ⁄16

3 ⁄8

1p


7 ⁄8 g

GE Identity Program



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.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.56Internal Envelopefor Corporate Staff

Size 91 ⁄2" x 121 ⁄2"


262.56Internal Envelopefor Corporate Staff

GE Internal Mail

Remove all contents. Reuse envelope.

To/DepartmentTo/Department1 p

1 ⁄2

3 ⁄8

1⁄4

3 ⁄4

1 ⁄2

6 pt

5 ⁄843 ⁄4

5 ⁄8

Reuse envelope until all spaces are full.

GE reuse envelope RD-602. Use RD-602-3 for larger mail(12”x15 3/4”). Return surplus envelopes to local stationery room.When all spaces are used and the envelope is still useable you may affix address label L-15 for additional mailing.

Remove all contents.

Use for mailing to GE addresses only• within local plant• between locations served by GE Mail Trucks

1 ⁄2

Unless noted by “p” for pica or “pt” for point, dimensionsare given in inches.


“GE Internal Mail”andtype on flap:20-point Univers 68

“To/Department”and text below“Remove…” and“Reuse…”:12/14 point Univers 48

“Remove…”and“Reuse…”:14/16 point Univers 68

Heavy rule: 41 ⁄2 points

Laser Line and all otherrules: 11 ⁄2 -point rule


Paper StockMedium-grey standardinteroffice mail string-and-button envelope


Note: This drawing is shown at a reduced size.

g

GE Identity Program



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GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

262.71Business Cardfor Corporate Staff

Size 2" x 31 ⁄2"










All typography: Platinum Grey




262.71B

usiness Cardfor Corporate Staff

Stuart L. BarberStaff Executive and Chief Economist

3

3⁄4

3⁄8

1⁄8

1 p


3 ⁄16

gEconomic Research and ForecastingGeneral Electric Company3135 Easton Turnpike, Fairfield, CT 06431203 373-2562, DC: 229-2562, Fax: 203 [email protected]

11⁄4

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These guidelines apply to formatting letterheads,envelopes, mailing labels, and other stationeryitems used in North America, including stationeryused by corporate staff.

For guidelines on formatting stationery used outside North America, see document 265, Formatting Stationery outside North America.

263

GE Identity Program

g

GE Identity Program 263, Formatting Stationeryin North America


Formatting Stationery in North AmericaContents

263.01

Standard Letterhead Format 263.02

Standard Second Sheet Format 263.03

Monarch Letterhead Format 263.04

Internal Letterhead Format 263.05

Envelope Formats 263.07

News Release Letterhead 263.10& Envelope Formats

Mailing Label Format 263.11



one-third fold line

The salutation and body of the letter always beginbelow the top third of thefolded letterhead.

For short letters, leave morethan three line spacesbetween the address andsalutation.

263.02Standard Letterhead Formatin North America

Month Day, Year

Addressee’s NameAddressee’s TitleBusiness NameStreet AddressCity, State Zip CodeNation (if applicable)

Salutation:

This typewritten letter demonstrates the approved block left typing format, whichcomplements all North American GE letterheads.

Each line of typing, including the first line of each paragraph, aligns with the left sideof the Monogram. The right margin is a minimum of one inch, and there is one linespace between each paragraph.

The date and address are typed in the top third of the folded letterhead, with thesalutation below the fold. To create this arrangement, type the date three to eightlines below the red line (depending on the number of lines in the typed address)and leave one line space between the date and the address. Leave at least three linespaces between the address and the salutation and leave one line space between thesalutation and the first line of the letter.

At the end of the letter, leave one line space above the complimentary close and fourline spaces between the complimentary close and the sender’s name. Leave two linespaces below the sender’s name or title and single space any additional information.

Complimentary close,

Sender’s NameSender’s Title

SI/tienclosurecc:First NameSecond Name

gGE Plastics

Plastics Technology DivisionGeneral Electric CompanyOne Plastics Ave., Pittsfield, MA 02101413 838-5400

On personalized letterheads,the sender’s name and titlemay be omitted, if desired.



263.03Standard Second Sheet Formatin North America

Addressee’s NameMonth Day, YearPage Number

The second sheet is typed with the same format and margins as the first sheet.

The three-line reference block is typed immediately below the red line and is followed by at least three line spaces, so that the continuation of the letter begins nohigher than the date on the first page.

At the end of the letter, leave one line space above the complimentary close and fourline spaces between the complimentary close and the sender’s name. Leave two linespaces below the sender’s name or title and single space any additional information.






Month Day, Year


Salutation:

This typewritten letter demonstrates the approved block left typing format, which complements all GE monarch letterheads.

Each line of typing, including the first line of each paragraph, alignswith the left side of the Monogram. The right margin is a minimum ofone inch, and there is one line space between each paragraph.

The date and address are typed in the top third of the folded letterhead,with the salutation below the fold. To create this arrangement, type thedate three to seven lines below the red line (depending on the numberof lines in the typed address) and leave one line space between the dateand the address. Leave at least two line spaces between the address andthe salutation and leave one line space between the salutation and thefirst line of the letter.

At the end of the letter, leave one line space above the complimentaryclose and four line spaces between the complimentary close and thesender’s name. Leave two line spaces below the sender’s name or titleand single space any additional information.



SI/ti

gGE Plastics



263.04Monarch Letterhead Formatin North America

one-third fold line


For short letters, leave morethan two line spacesbetween the address andsalutation.

On monarch letterheads, thesender’s name and title maybe omitted, if desired.



gGE Medical Systems

General Electric Company3000 Grandview Blvd., Waukesha, WI 53188To:

From:

Date:

Re:

If callouts are not printed on the letterhead, see page06 for guidelines on typing callouts in the margin.

263.05Internal Letterhead Formatin North America

Recipient’s Name

Sender’s Name, Address (optional) 234-5453

Month Day, Year

Subject

This typewritten letter demonstrates the approved block left typing format, whichcomplements all Company internal letterheads.

Each line of typing, including the first line of each paragraph, aligns with the left sideof the Monogram.

The typewritten copy at the top of the page, which includes the recipient’s name, the sender’s name (and internal address, if needed), the date, and the subject of theletter, is typed in a double-spaced block.

If the callouts “To:”, “From:”, “Date:”, and “Re:” are printed at the top of the letter-head, type each line of copy to align with the corresponding printed callout. If theletter is sent to several recipients, type “Distribution” to align with “To:” and list therecipients at the end of the letter, as shown on page 06, or on a cover sheet.

If callouts are not printed at the top of the letterhead, see the guidelines on page 06.

Leave at least three line spaces between the typed double-spaced block at the top ofthe letterhead and the body of the letter. The letter is typed single-spaced with oneline space between each paragraph. The right margin is a minimum of one inch.

If desired, a complimentary close with the sender’s name and title may be added.

If printed second sheets of internal letterheads are used, type a single-spaced three-line reference block consisting of the subject, date, and page number immediatelybelow the printed red line, similar to the format for the standard letterhead secondsheet, shown on page 03. Leave at least three line spaces between the reference blockand the continuation of the internal letter.

Complimentary close, (optional)

Sender’s Name (optional)Sender’s Title (optional)

continued

DC:



gGE Medical Systems

General Electric Company3000 Grandview Blvd., Waukesha, WI 53188

263.06Internal Letterhead Formatin North America, continued

Distribution

Sender’s Name DC: 234-5453

Month Day, Year

Subject

For general guidelines on typing the internal letterhead, see page 05.

If “To:”, “From:”, “Date:”, and “Re:” are not printed at the top of the letterhead, theseor other pertinent callouts may be typed in the margin, as needed. Begin any suchtyping directly below the printed red line and aligned with the left side of the Mono-gram or outdented, as shown above. Type the information in a double-spaced block.

If the letter is sent to several recipients, type “Distribution” to align with “To:” and listthe recipients at the end of the letter, as shown below, or on a cover sheet.

If the letter is short, leave more than three line spaces between the typed double-spaced block at the top of the letterhead and the main body of the letter. The letter istyped single-spaced with one line space between each paragraph. The right margin isa minimum of one inch.

Distribution:First NameSecond NameThird NameFourth NameFifth Name

To:

From:

Date:

Re:



Standard Envelope

The address is typed to alignwith the end of the commu-nicative name (for example,“GE Plastics”) and beginhalfway below the top edgeof the envelope.

263.07Envelope Formatsin North America


Monarch Envelope

The address is typed to alignwith the end of the commu-nicative name (for example,“GE Plastics”) and beginhalfway below the top of theenvelope.

continued

center line

gGE Plastics



center line

g GE Plastics



263.08Envelope Formatsin North America, continued



Standard Corporate Envelope

The address is typed 3 1 ⁄4inches from the left edgeand begins halfway belowthe top edge of the envelope.


center line

gGeneral Electric Company3135 Easton Turnpike, Fairfield, CT 06431

Corporate Monarch Envelope

The address is typed 3 1 ⁄4inches from the left edgeand begins halfway belowthe top edge of the envelope.

continued


center line

gRoger V. ZimmermanVice President




263.09Envelope Formats in North America, continued

Airmail Envelope


Large Mailing Envelope



center line

gGE Plastics


Via Air Mail Correo Aereo Par Avion


center line

gGE Plastics




gGE Lighting



263.10News Release Letterhead & Envelope Formatsin North America

THE HEADLINE IS TYPED IN ALL CAPITAL LETTERS AND, IF NECESSARY,

CONTINUES TO A SECOND DOUBLE-SPACED LINE.

City, State (Month Day, Year) This typewritten letter demonstrates the approved

typing format, which complements the GE News Release letterhead.

Type the release conditions (for example, “FOR IMMEDIATE RELEASE”)

in all capital letters, five lines below the red line and aligned with the left side of the

printed address block. Type the contact’s name and phone number immediately

below in capital and lowercase letters in single-spaced lines. Leave three line spaces

between the contact’s phone number and the headline of the news release.

The headline and body of the news release align with the left side of the Mono-

gram, and the right margin is a minimum of one inch. Both the headline and body

of the release are double-spaced. The headline is typed in all capital letters with an

extra line space below it.

The first paragraph is not indented, but all other paragraphs begin on a five-

character indent. The text is typed in capital and lowercase letters and begins with

the location and date pertinent to the news release. The date is typed in parentheses,

preceded and followed by two blank spaces, and is followed by the first sentence.

RELEASE CONDITIONSContact: Contact’s NameTelephone: Contact’s Telephone Number

News Release Envelope

The address is typed to alignwith the end of the red barand begin halfway belowthe top edge of the envelope.


gGE Lighting



center line



Addressee’s Name R591603Addressee’s TitleBusiness NameStreet AddressCity, State Zip CodeNation (if applicable)

g GE Plastics


Contains MerchandiseReturn Postage Guaranteed

R.R. or EXP. CO.-If undeliverable, notify usof our requisition number. FC-23-B

The address is typed to align with the left edge ofthe grey bars.

If the addressee’s name islong, the reference number(optional) may be moved tothe right.

Mailing Label Formatin North America

263.11

Addressee’s Name R591603Addressee’s TitleBusiness NameStreet AddressCity, State Zip CodeNation (if applicable)

g GE Plastics


Contains MerchandiseReturn Postage Guaranteed

R.R. or EXP. CO.-If undeliverable, notify usof our requisition number. FC-23-B

The mailing label is placedon unprinted large mailingenvelopes with the upper-left corner of the label at thecenter of the envelope.

center line

center line

These stationery standards apply to all components outside North America.




These standards provide a plan for featuring ele-ments of the GE Identity Program in allstationery. In addition, they help to





264

GE Identity Program

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GE Identity Program 264, Stationery for Components outside North America


Stationery forComponents outside North AmericaContents

264.01




Layout Guidelines for Additional Copy 264.24

Layout & Specifications:Standard Letterhead 264.31• with Individual’s Name 264.36Standard Second Sheet 264.37Internal Letterhead 264.39

Standard Envelope 264.51• with Individual’s Name 264.54

Business Cards 264.71



264.10General Guidelines for Stationeryfor Components outside North America

Standard & Executive StationeryFor several items shown on the following pages,specifications are provided for both a standardand an executive version. In each, the contentand layout are identical. The differencesbetween the two versions are only in the


Each component decides which of its employeesshould use the executive version of stationery items.

Personalized StationeryLetterheads and envelopes imprinted with anindividual’s name and, if desired, title are per-sonalized stationery. Note: Personalization is notrestricted to executive stationery items.

Each component decides which of its employeesshould use the executive version of stationery items.




• Follow the layout and dimensions given for eachitem on pages 31 to 71. Carefully check layoutsprovided by an outside supplier against thedimensions in this document.



• Before the printer undertakes a production runfor any stationery item, request a proof of theitem and carefully check and double-check it.

Note: Outside North America, custom water-marked paper stocks and the other papers used in GE stationery may be obtained from any qualified vendor.



264.11Copy Preparation for Stationeryfor Components outside North America

Type the communicative name on one line usingcapital and lowercase letters. The communicativename of the component is the name used infor-mally in conversation. It is also used above theLaser Line in the graphic signature at the top ofa stationery item.

• The communicative name usually consists of thename “GE” plus a generic name describing thecomponent’s primary capability or product orservice category, such as “GE Appliances.” It mayalso contain a geographic descriptor, such as “GE Plastics France.”

• Do not use the communicative name of a sub-component above the Laser Line. Instead, usesuch a name, if desired, in the address block asdescribed at the right.

• The communicative name of the organizationdoes not contain a legal term such as “Company,”“Inc.,” “Ltd.,” or “plc.”

• For help with communicative names, see document 301, Component Names, available fromthe GE Identity Website or Hotline.

To ensure that thenames and addressesused on stationeryitems are completeand correct, followthe guidelines at theright when preparingcopy for the typogra-pher or printer. Whencopy is preparedproperly, it resemblesthe example shownabove.

Type the address block to contain specific information on each line as described below.Each line can contain approximately 53 characters(including punctuation and spaces between words).If the information requires more characters thanwill fit on one line, use two lines, breaking themas described below.

• The first line contains either- the name of a subcomponent such as a division

or department, if desired- the legal name when a subcomponent name is

not used (If a subcomponent name is used, thelegal name must appear on the second line.)

The legal name is the full formal name underwhich your component operates as a lawfully registered business. It often contains a legal termsuch as “Company,” “Inc.,” “Ltd.,” or “plc.” For example, the legal name of GE Motors is“General Electric Company.”

• The next line contains the complete address,provided it does not exceed 53 characters. This line includes the post office box number (if required), street address, suite number (if required),city, area (such as the state or province, if required),postal code, and country. To facilitate this one-line setting, do the following:

- Use abbreviations:· Use “Blvd.” for Boulevard, “Ave.” for Avenue,“St.” for Street, “Ln.” for Lane, “N.” for North,“NW” for Northwest, and so on. · Use approved two-letter postal abbreviations for state names; do not abbreviate country names.


If the complete address cannot fit on one line of approximately 53 characters, use two lines:· On one line, type the post office box number (if required), street address, and suite number (if required).· On the next line, type the city, state, and postal code.

continued

GE Plastics United Kingdom


GE Plastics Limited

Birchwood Park

Risley, Warrington WA3 6DA, England

44-92-581-1522, DC: 992-1522, Fax: 44-92-581-1555

[email protected]

Robert W. Holmes

Vice President



264.12Copy Preparation for Stationeryfor Components outside North America, continued

• The next line contains the telephone and othercommunication numbers. Use a comma and asingle space to separate consecutive telephoneand communication numbers on one line. If the required numbers cannot fit on one line of approximately 53 characters, use two or morelines.

Note: To avoid clutter, list only the telephoneand other communication numbers required to conduct business. Generally, such required numbers include only the telephone, Dial Comm, and facsimile numbers, which canusually be typeset on one line.



GE Plastics Limited

Birchwood Park

Risley, Warrington WA3 6DA, England

44-92-581-1522, DC: 992-1522, Fax: 44-92-581-1555

[email protected]

Robert W. Holmes

Vice President

- For telephone numbers, type the number accordingto local conventions.


- For other communication numbers (if used), use thefollowing words in capital and lowercase lettersand a colon preceding the numbers: · “Fax:” for facsimile numbers· “Pager:” for pager numbers· “Cell:” for cellular telephone numbers· “Home:” for residential telephone numbersUse a space to separate the colon from the number, typed according to local conventions.

• The next line contains the individual’s e-mailaddress (if used). Type the address using capitaland lowercase letters for the individual’s nameand all lowercase letters for the balance of theaddress with no word spaces.


Type the individual’s title (if used) on the nextline, using capital and lowercase letters. If thetitle cannot fit on one line of approximately 53characters, use two lines. Generally, when a titleconsists of a functional description (such as“Manager”) and the name of an organizationalelement, type a small dash (–) with a word spaceon either side to separate the parts of the title.

Type any additional copy (such as the bank references or disclaimers required on some letterheads) in paragraphs.



264.20Typesetting Specifications for Stationeryfor Components outside North America


Too tight

Correct specification of typesetting depends in part on the selected typesetting equipment.Because there are many different typesetting systems, each continuously revised and improvedand each with slightly different actual sizes pro-duced at a specified point size, it is not possibleto standardize one specification that will yielduniform results from all typesetting equipment.


Too openCorrect




Univers 48:*8/9 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length, 57mm or less, as noted in the drawings+ 1-point line space above telephone numbers

Univers 68:*8/9 and 11/12 point Normal letterspacing (with no letterspacingadded or removed) Capital and lowercase letters Flush left, ragged right Maximum line length, 57mm or less, as noted in the drawings


continued

GE Plastics United KingdomRobert W. HolmesVice President

Plastics Technology Division GE Plastics LimitedBirchwood Park Risley, Warrington WA3 6DA, England44-92-581-1522, DC: 992-1522, Fax: [email protected]

GE Plastics United KingdomRobert W. HolmesVice President








6

264.21Typesetting Specifications for Stationeryfor Components outside North America,continued

Communicative Name

The communicative name is typeset in 11/12Univers 68 to match the correct example on page 20.If the name contains both a geographic descriptorand a generic name, such as “GE Plastics France,”the geographic descriptor is typeset in 11/12Univers 48, and the balance of the name is typesetin 11/12 Univers 68.

A short communicative name appears on one line,provided it does not exceed a maximum length of

• 41.5mm on letterheads and envelopes• 22mm on business cards

A longer communicative name is typeset on twolines, aligned flush left.

If a long name does not read easily on two lines, it appears on one line. For example, “GE Saudi” on one line and “Arabia” on a second line is difficult to read.

GE Plastics France GE Marine& Industrial Engines

A short one- or two-line communicative name (one that does not exceed the maximum linelengths given above) is positioned above the LaserLine as shown in the example above. The end ofthe bottom stroke of the “E” in “GE” vertically alignswith the end of the Laser Line. If “GE” is not part ofthe name, the name begins 1 pica to the left of theend of the Laser Line.

A longer one- or two-line communicative nameis positioned above the Laser Line so the right margin (the distance between the end of the nameand the edge of the format) is no smaller than 9.5mm on letterheads and 6mm on business cards.

Note: On business cards, the Laser Line may not beshortened; it remains a standard length. As shownin the example of part of a business card above,longer names cannot be placed above the standardpreprinted Laser Line so that the bottom stroke ofthe “E” in “GE” vertically aligns with the end of theLaser Line. Instead, longer names are placed at aminimum distance from the edge of the card.

continued

GE Plastics France GE Marine& Industrial Engines




Address

The address is typeset in 8/9 Univers 48 to match the correct example on page 20.

Note: The complete typeset address is placed on a single line, provided it does not exceed 57mm.The complete address includes the post office boxnumber (if required), street address, suite number (if required), city, area (such as state or province, if required), postal code, and country. To facilitatethis one-line setting, do the following:

• Use abbreviations. Use “Blvd.” for Boulevard and “N.”for North, for example; use approved abbreviationsfor place names; do not abbreviate country names.


A longer address is placed on two lines. One linecontains the post office box number (if required),street address, and suite number (if required). The other line contains the city, area (such as stateor province, if required), postal code, and country.


Telephone and other communication numbersappear on one line, provided the length of thetypeset line does not exceed 57mm; otherwise,two lines are used.


44-92-581-1522

• The telephone number is typeset according tolocal conventions.

14 Glenshiel Rd., London SE9 1AQ, England Birchwood ParkRisley, Warrington WA3 6DA, England

DC: 234-2464


Fax: 44-81-846-9844

• The facsimile number is preceded by “Fax:” and a word space, and it is typeset according tolocal conventions.

Pager: 44-81-882-2224

• Other communication numbers are preceded by“Pager:”, “Cell:”, or “Home:”, as appropriate, anda word space, and they are typeset according tolocal conventions.

Risley, Warrington WA3 6DA, England44-92-581-1522, DC: 992-1522, Fax: 44-92-581-1555

The first line of telephone and communication numbers is positioned flush left below theaddress block, separated by an additional 1 pointof line space, as shown above.

continued



The individual’s name is typeset in 8/9 Univers68 and the title in 8/9 Univers 48, both to matchthe correct example on page 20. Provided thelength of the typeset title does not exceed 57mm,it appears on one line; otherwise, two lines are used.





[email protected]

The individual’s e-mail address is typeset in 8/9 Univers 48 to match the correct example onpage 20. Capital and lowercase letters are usedfor the individual’s name, but only lowercase letters are used for the balance of the addressWord spaces are not used.

Syndi Beth DoctorsManager – Marketing Communications








x

Additional Copy

Additional copy (such as bank references or disclaimers required on some letterheads) is type-set in 8/9 Univers 48 to match the correct exampleon page 20; the maximum line length is 40mm.

A small amount of additional copy is typeset in asingle block aligned flush left with the communica-tive name and positioned so the baseline of the lastline of information is 13mm from the bottom edgeof the format, as shown in the example at the left.

A large amount of additional copy appears in twoblocks. One is aligned flush left with the addressblock, and the other is aligned flush left with thecommunicative name. Both are positioned at thebottom of the letterhead. The copy block with thegreater number of lines is positioned so the base-line of the last line of copy is 13mm from the bottomedge of the format. The shorter block is positionedso the top line horizontally aligns with the top linein the longer block, as shown in the example.

In countries where certain information is requiredto appear in a specific area on the letterhead (suchas in the left margin), the copy is typeset in a smallpoint size of Univers 48 and, if needed for emphasis,Univers 68, and placed as required.

264.24Layout Guidelines for Additional Copyin Stationeryfor Components outside North America

All dimensions are given in millimeters.

align with address block at topof letterhead

align with communicative nameat top of letterhead

Registered office114-118 Southampton RowLondon WC18 5ABRegistered in England No 1387606A subsidiary of InternationalGeneral Electric (USA) Limited

GE Plastics LimitedBirchwood ParkRisley, Warrington WA3 6DA, England44-92-581-1522


g

13

align

custom GE watermark

Affiliated with General Electric Company

GE Identity Program

264, Stationery for Com

ponents outside North Am

ericaG


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GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

264.31Standard Letterheadfor Components outside North America

Size 210mm x 297mm




Laser Line: 1 ⁄2 -point rule,166mm with bleed


Note: See page 24 for specifications onadditional copy.










continued

264.31Standard Letterheadfor Com


erica


GE Saudi Arabia

Saudi American General Electric Company Ltd.Eastern Corporation Building, 4th FloorDhabab Street, P.O. Box 10211, Riyadh, Saudi Arabia966-1-406-7622, Fax: 966-1-404-1561, 966-1-406-8672

30

4.25

6

25

4.5

4757

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GE Identity H

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264.32Standard Letterheadfor Components outside North America,continued

264.32Standard Letterheadfor Com


erica,continued

minimum margin 9.5

GE Plastics France

General Electric Plastics S.A.R.L.Z.I. de Guenault C.E. 120391021 Evry-Cedex, France33-6-007-9285

g


GE New Zealand

New Zealand General Electric Company, Ltd.109-117 Featherstone, Wellington, New Zealand64-4-857-437

g

GE Identity Program



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264.36Standard Letterheadwith Individual’s Namefor Components outside North America

264.36Standard Letterheadw


efor Com


erica

Size 210mm x 297mm


















GE Plastics France

General Electric Plastics S.A.R.L.Z. I. de Guenault C. E. 120391021 Evry-Cedex, France33-6-007-9285

30

4.25

6

25

4.5

4757

g4.25 Richard A. Eason

Managing Director

GE Identity Program



ericaG


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GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

264.37Standard Second Sheetfor Components outside North America

Size 210mm x 297mm

Typography Laser Line: 1 ⁄2 -point rule,166mm with bleed








264.37Standard Second Sheetfor Com


erica


25

47

GE Identity Program



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GE Identity H

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264.39Internal Letterheadfor Components outside North America

Size 210mm x 297mm








Monogram: Black





Note: For second sheets,only the Laser Line isprinted in Laser Redaccording to “StandardSecond Sheet,” page 37.

264.39Internal Letterheadfor Com


erica

To:

From:

Date:

Re:


GE Saudi Arabia


30

4.25

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264.51Standard Envelopefor Components outside North America

Size 110mm x 220mm





Geographic descriptor:11/12 point Univers 48











264.51Standard Envelopefor Com


erica

GE Saudi Arabia

Saudi American General Electric Company Ltd.Eastern Corporation Building, 4th FloorDhabab Street, P.O. Box 10211, Riyadh, Saudi Arabia

64

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4.5

10

6

4


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GE Identity Program



ericaG


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.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

264.54Standard Envelopewith Individual’s Namefor Components outside North America

264.54Standard Envelopew


efor Com


erica

Size 110mm x 220mm

















GE Plastics France

Richard A. EasonManaging Director

General Electric Plastics S.A.R.L.Z.I. de Guenault C.E. 120391021 Evry-Cedex, France

64

25

4.5

10

6

4.25


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GE Identity Program



ericaG


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.ge.com/identity

GE Identity H

otline:800 654-2696 or 518 869-2824 (DC: 232-2696)

264.71Business Cardsfor Components outside North America

Size 51mm x 89mm











All typography: Platinum Grey




264.71B

usiness Cardsfor Com


erica

GE PlasticsFrance

Richard A. EasonManaging Director

67

18.5

10

3.5

4.25

4.5

6minimum margin

g3

General Electric Plastics S.A.R.L.Z.I. de Guenault C.E. 120391021 Evry-Cedex, France33-6-007-9285, DC: 992-9285, Fax: [email protected]

GE Saudi Arabia

Donald B. HoytManager – Employee Relations

gSaudi American General Electric Company Ltd.Eastern Corporation Building, 4th FloorDhabab Street, P.O. Box 10211, Riyadh, Saudi Arabia966-1-406-7622, Fax: 966-1-404-1561, [email protected]


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265

GE Identity Program

g

These guidelines apply to formatting letterheadsand envelopes used outside North America.

For guidelines on formatting stationery used in North America, including items used by corpo-rate staff, see document 263, Formatting Stationery in North America.

GE Identity Program 265, Formatting Stationeryoutside North America


Formatting Stationeryoutside North AmericaContents

265.01

Standard Letterhead Format 265.02

Standard Second Sheet Format 265.03

Internal Letterhead Format 265.05

Standard Envelope Format 265.07



265.02Standard Letterhead Formatoutside North America

one-third fold line


For short letters, leave morethan three line spacesbetween the address andsalutation.

Day Month Year

Addressee’s NameAddressee’s TitleBusiness TitleStreet AddressCity, State (if applicable) Postal CodeNation (if applicable)

Salutation:

This typewritten letter demonstrates the approved block left typing format, whichcomplements all GE letterheads outside North America.

Each line of typing, including the first line of each paragraph, aligns with the leftside of the Monogram. The right margin is a minimum of 25 millimeters, andthere is one line space between each paragraph.

The date and address are typed in the top third of the folded letterhead, with thesalutation below the fold. To create this arrangement, type the date three to ninelines below the red line (depending on the number of lines in the typed address)and leave one line space between the date and the address. Leave at least three line spaces between the address and salutation and leave one line space betweenthe salutation and the first line of the letter.

At the end of the letter, leave one line space above the complimentary close andfour line spaces between the complimentary close and the sender’s name. Leavetwo line spaces below the sender’s name or title and single space any additionalinformation.




gGE Saudi Arabia


On personalized letterheads,the sender’s name and titlemay be omitted, if desired.



265.03Standard Second Sheet Formatoutside North America

Addressee’s NameDay Month YearPage Number

The second sheet is typed with the same format and margins as the first sheet.

The three-line reference block is typed immediately below the red line and is fol-lowed by at least three line spaces, so that the continuation of the letter begins nohigher than the date on the first page.

At the end of the letter, leave one line space above the complimentary close andfour line spaces between the complimentary close and the sender’s name. Leavetwo line spaces below the sender’s name or title and single space any additionalinformation.






265.05Internal Letterhead Formatoutside North America

Recipient’s Name

Sender’s Name, Address (optional)

Day Month Year

Subject

This typewritten letter demonstrates the approved block left typing format, whichcomplements all Company internal letterheads.

Each line of typing, including the first line of each paragraph, aligns with the leftside of the Monogram.

The typewritten copy at the top of the page, which includes the recipient’s name, the sender’s name (and internal address, if needed), the date, and the subject ofthe letter, is typed in a double-spaced block.

If the callouts “To:”, “From:”, “Date:”, and “Re:” are printed at the top of the letter-head, type each line of copy to align with the corresponding printed callout. If theletter is sent to several recipients, type “Distribution” to align with “To:” and list therecipients at the end of the letter, as shown on page 06, or on a cover sheet.

If callouts are not printed at the top of the letterhead, see the guidelines on page 06.

Leave at least three line spaces between the typed double-spaced block at the topof the letterhead and the main body of the letter. The letter is typed single-spacedwith one line space between each paragraph. The right margin is a minimum of 25 millimeters.

If desired, a complimentary close with the sender’s name and title may be added.

If printed second sheets of internal letterheads are used, type a single-spaced three-line reference block consisting of the subject, date, and page number immediately below the printed red line, similar to the format for the standard letterhead second sheet, shown on page 03. Leave at least three line spaces betweenthe reference block and the continuation of the internal letter.

Complimentary close, (optional)

Sender’s Name (optional)Sender’s Title (optional)

gGE Saudi Arabia


To:

From:

Date:

Re:

If callouts are not printed on the letterhead, see page06 for guidelines on typing callouts in the margin.

continued



265.06Internal Letterhead Formatoutside North America, continued

Distribution

Sender’s Name

Day Month Year

Subject

For general guidelines on typing the internal letterhead, see page 05.

If “To:”, “From:”, “Date:”, and “Re:” are not printed at the top of the letterhead,these or other pertinent callouts may be typed in the margin, as needed. Begin anysuch typing directly below the printed red line and aligned with the left side of theMonogram or outdented, as shown above. Type the information in a double-spaced block.

If the letter is sent to several recipients, type “Distribution” to align with “To:” andlist the recipients at the end of the letter, as shown below, or on a cover sheet.

If the letter is short, leave more than three line spaces between the typed double-spaced block at the top of the letterhead and the body of the letter. The letter istyped single-spaced with one line space between each paragraph. The right marginis a minimum of 25 millimeters.

Distribution:First NameSecond NameThird NameFourth NameFifth Name

gGE Saudi Arabia


To:

From:

Date:

Re:



265.07Standard Envelope Formatoutside North America

gGE Saudi Arabia

Saudi American General Electric Company Ltd.Eastern Corporation Building, 4th FloorDhabab Street, P.O. Box 10211, Riyadh, Saudi Arabia

Addressee’s NameAddressee’s TitleBusiness TitleStreet AddressCity, State (if applicable) Postal CodeNation (if applicable)

center line

The address is typed to alignwith the end of the commu-nicative name (for example,“GE Saudi Arabia”) and beginhalfway below the top edgeof the envelope.

Che

cks

Form

s&These standards apply to all business forms andchecks used by the Company and its


These standards provide a plan for featuringgraphic signatures consistently and prominentlyin business forms and checks. In addition, theyhelp to

• simplify, clarify, and organize information bystandardizing its presentation

• streamline and modernize forms and checks by instituting the use of grids and standard layout principles

• unify the forms and checks of all GE componentsand licensed affiliates so that each draws fromand contributes to the strength of the GE identity

• provide flexibility to accommodate differentkinds of information

• reduce preparation cost through the use of common design standards

• reduce waste and reproduction cost by avoidingredundancy

270

GE Identity Program

g

GE Identity Program 270, Forms & Checks GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Forms & ChecksContents

270.01

Forms Forms Requirements 270.02The Graphic Signature & Form Title 270.05Structuring Information in a Form 270.06General Information Area Specifications 270.10Consolidating Forms 270.12Selecting a Form Format 270.13Short Forms 270.14Forms with Extensive Instructions 270.15External Forms 270.16

ChecksGuidelines 270.17Examples 270.19

Forms Requirements 270.02

Understanding therequirements ofgood forms languageand design helps youcreate new forms and evaluate currentforms.

Assessing the Need

Before beginning the form design or writingprocess, ask yourself: “Exactly what informationdo I need?” You will save time for yourself andyour employees, customers, and business partnersby not asking for information that is not neededor cannot be put to good use.

Once you have defined your information needs,ask yourself the following questions:

• Can an existing form - supply part or all of the information I need?- be altered to provide the additional information

I need?

• Do my information needs justify the cost andtime burdens that a form will place on my orga-nization and my audience?

Once you decide a form is necessary to meetyour information needs, think about yourprospective audience:

• Will the members of your audience understandwhy you are soliciting information?

• Will they have the information?

• Do they face obstacles in responding to yourform (for example, time and space limitations)?

Giving careful consideration to your audienceand your information needs at the outset canmake writing and designing your form simplerand more effective.


The Language of Business Forms

A business form performs two basic tasks: It • communicates your message to a given audience• permits that audience to respond

Thus, a business form must “talk” and “listen” at the same time. To help people hear your mes-sage and respond correctly, here are suggestionsto create better forms “conversations”:

Talking:

• The title of your form should state its specificfunction. For example, “Quotation for Productsand Services” tells the customer exactly what toexpect; “Contractor Proposal Form” leaves roomfor guessing the form’s objective.

• Do not request the same information more thanonce. Your audience may be confused anddecide to provide different answers to the samequestion.

• Make sure all the information on the form is necessary; unnecessary information wastes timeand can confuse the audience.

• Determine whether your form has more thanone function. If your form serves several functions (for example, collecting several typesof information for different purposes), makesure that they are readily distinguishable.

• Logically group your statements and questions.A statement or question may be clear when itstands alone but confusing when placed amongdissimilar items.

• Present information in a logical sequence. If youjump inexplicably from one subject to another,you may lose your audience.

• Use abbreviations only when you know they will beunderstood. If abbreviations require explanation,they do not save time.

continued

Forms Requirements, continued 270.03

• Speak in a language your audience understands.Seldom will your audience be composed solely of accountants, lawyers, or engineers. As the following example* from a health benefits planshows, specialized subject matter does not require specialized language:

Original: The benefits of the plan which covers the person on whose expenses claim is based as a dependentof a person whose date of birth, excluding year of birth,occurs earlier in a calendar year, shall be determinedbefore the benefits of a plan which covers such a personas a dependent of a person whose date of birth, excluding year of birth, occurs late in a calendar year.

Simplified: When a husband and wife both have coverage, we use their birthdays to determine who pays for their dependents’ coverage. If the husband’s birthday falls earlier in the year, his plan will pay. If the wife’s birthday falls earlier, then her plan pays.For example, if the wife was born in March, and thehusband was born in July, the wife’s plan would pay.

• If legal or technical terminology cannot beavoided in a form used by a general audience,put such information at the bottom or on theback of the form and alert users to its where-abouts. This promotes a better forms conversa-tion and can improve forms design.

ListeningTo be a good forms conversationalist, a formmust “listen” with consideration. Thus:

• Give your audience enough space to respond.If you provide too little room for your readers’responses, they may decide that you do not needthe information and not respond fully.

• Use checklists to speed up the pace of the con-versation whenever possible.

• Use clear, simple words and sentences and bespecific. For example, “In what city and state didthe accident occur?” makes it clear to your audience that only the city and state concernyou; “Where did the accident occur?” may compel some respondents to draw road maps.

• If separate sections of your form are intended for different audiences or if some respondents are notrequired to fill out the form completely, clarify whoshould fill out which sections:

- Identify and separate such sections by using a horizontal bar bearing a label such as “For use by [specified users] only” and, if necessary, use a screen tint to differentiate onesection from another.

- Write clear instructions and, if necessary, high-light them in red to help users avoid irrelevantsections. (See pages 13, 15, and 16.)

• If some questions are optional, identify them: - Group them in a section headed with a

horizontal bar bearing the label “Optional questions” and, if necessary, differentiate theentire section by using a screen tint.

- For further clarification, use instructions toexplain which questions are optional.

- For a small number of optional questions, precede each question with “(Optional).”

• If your form has multiple copies, to differentiatecopies, use labels that are easy to understand.

• If your audience must use code numbers, provide a legend for the code numbers on the back of the form.

• Test the form before it is reproduced. Ask potential users to examine a proof or a tight sketch of the proposed form to determinewhether they can understand exactly what information is requested. Rewrite and reorganizethe form in response to their needs.

continued


*From Corporate Language: Creating a Verbal Identity,. Kenneth Morris, Design Management Journal, Winter 1991, p.37.

Forms Requirements, continued 270.04

Predesign Planning

Before tackling the details of designing a form,consider the following issues:

• Redundancy- Can you use an existing form? - If a new form is required, can you consolidate

any existing forms with the new form to create one that serves the needs of others, reduceswaste, and avoids redundancy? (See page 12.)

• Processing- How will the form be

· filled out (by hand, typewriter, or computer)?· processed (faxed, photocopied, or mailed)?· stored (punched at the left or top margin for aloose-leaf binder or clasp file folder, micro-filmed, reentered as computer data)?

- What minimum margins are required on all sidesof the form to avoid loss of information whenusing office machines to process the formthroughout its life-cycle? (See page 16.)

• DistributionCan the number of multiple copies be reducedto simplify distribution?

• Format and size- Which format—vertical or horizontal—is best

suited to collect, store, distribute, and retrievethe required information?

- Is a particular format or size required for manualor machine processing?

- Is an exceptional form size or a multi-page formrequired? (See pages 13 and 14.)

• Information prioritiesCan your requests for information be categorizedas essential, important, less important, andoptional or dispensable? This classification willhelp the designer develop an appropriate layout.

• Emphasis and differentiation- What information needs to be placed under a

heading, reversed from a bar, or otherwiseemphasized or subdued?

- Will some parts of the form require no responseor be intended for internal use only? (For examples of differentiation and emphasis,see page 16.)

• Response spaceHow much room will respondents need to supplythe desired information?

• ReviewBefore printing, who should review the formdesign to ascertain its clarity, correctness, andcompleteness: users, processors, forms manager,legal counsel, others?


The Graphic Signature & Form Title 270.05

The graphic signature* plays a key role in forms conversations. It introduces the form titleand thus identifies the topic of the conversation.


The information just below the Laser Line tells the audience who is requesting information.

The examples below show the top portion of typical forms with the graphic signature used to display a variety of one- and two-line form titles.

*The elements of the graphic signature include the Monogram,signature typography, and Laser Line. For more information, see document 131, Graphics Signatures.

g Purchase OrderGE Industrial & Power SystemsGeneral Electric Company

Purchase order no.

Amendment no.

Date

NoticeSeller1. Acknowledgment copy attached to be filled out and returned to invoice address or as

indicated in purchase order.2. Issue in triplicate separate invoices for each purchase order or partial shipment. Reference

P.O. no. and control/part no. Original paid freight bill must be submitted when billing for prepaid freight.

3. Mark all shipping memoranda, packages, invoices, correspondence, transportation bills, etc., with our purchase order number and applicable line item.

g GE Apparatus Service DepartmentTime Sheet & Expense StatementGeneral Electric Company1285 Boston Ave., Bridgeport, CT 06602

g Straight Bill of LadingShort FormGeneral Electric Company

1. In Official, Southern, Western and Illinois freight Classifications in effect on the date hereof, if this is a rail or rail-water shipment, or

2. In the applicable motor carrier classification or tariff if this is a motor carrier shipment.

Shipper hereby certifies that he is familiar with all the terms and conditions of the said bill oflading, including those on the back thereof, set forth in the classification of tariff which governsthe transportation of this shipment and the said terms and conditions are hereby agreed to by

Received, subject to the classifications and tariffs in effect on the date of the issue of the Billof Lading. The property described below, in apparent good order, except as noted (contents andcondition of contents of packages unknown), marked, consigned, and destined as indicatedbelow, which said carrier (the word “carrier” being understood throughout this contract asmeaning any person or corporation in possession of the property under the contract) agrees tocarry to its usual place of delivery at said destination, if on its route; otherwise to deliver toanother carrier on the route to said destination. It is mutually agreed, as to each carrier of all

Employee name

Employee no.

Foreman approval

Unit Social security no.

Service center

Customer name

Customer address

Job no.

Original – not negotiable

Date

Shipment ID no.

The word “form” generallyshould not be used in a formtitle. Nevertheless, here it is required to differentiate a particular version of a form.

1 8 3 8 0 1


Structuring Information in a Form 270.06

To standardize the placement of text while providing a method for emphasizing selected information, the design of all forms is based on a single layout. As shown in the examplesbelow, this basic layout divides the form intothree sections, one each for

• the graphic signature• priority information• general information

Graphic Signature AreaSeparate the graphic signature area (shown in ared tint in the examples below) from the generalinformation area with a 2-point horizontal rule running from the left to the right margin. Place the rule 81 ⁄2 picas (for a one-line title) or 10 picas(for a two-line title) from the top edge of the form.

Note: For detailed guidelines on setting up thegraphic signature, see pages 08 and 09.

continued

g Expense Account StatementGE Motors, Appliance Control Product DepartmentGeneral Electric Company1285 Boston Ave., Bridgeport, CT 06602

g RequisitionOffice Supply & Promotional ProductsGeneral Electric Company

Vertical format8 1 ⁄2 " x 11"

Graphic signature area Priority information area

Title: 1 line

Title: 2 lines

Generalinformation

area

Generalinformation

area

Measurements are given in picas and points (pt).Margin dimensions are the minimum recommended.Blue horizontal rules indicate the 12-point grid.Examples are shown at a reduced size.

26 maximum2 21⁄2 3 212

8pt

81⁄2

11⁄241⁄2

2

2

2

Unitsof 1pica

2

2

2

Unitsof 1pica

8pt

10

11⁄2

6

Structuring Information in a Form,continued

270.07

Priority Information AreaUse the priority information area (indicated inlight blue) for only

• information that needs to be found quickly (for example, a serial number)

• critical instructions (for example, “Internal use only”)

This information may be structured using 1 ⁄2 -point rules, 12 picas long and 2 picas apart.

General Information AreaA 1- pica horizontal grid helps to structure the information in this area. One pica of vertical spacecan accommodate a line of information generatedby hand, typewriter, and most computers. Horizontal rules, bars, or screens must fall on thelines of this grid. For detailed specifications, seepages 10 and 11.

continued


g GE Lighting Purchase OrderGeneral Electric Company

g GE Employee Benefits PlansBeneficiary DesignationsGeneral Electric Company

Horizontal format11" x 8 1 ⁄2 "

Graphic signature area Priority information area

Title: 1 line

Title: 2 lines

Generalinformation

area

Generalinformation

area

Measurements are given in picas and points (pt).Margin dimensions are the minimum recommended.Blue horizontal rules indicate the 12-point grid.Examples are shown at a reduced size.

26 maximum2 21⁄2 3 212

8pt

81⁄2

11⁄241⁄2

2

2

2

Unitsof 1pica

2

2

2

Unitsof 1pica

8pt

10

11⁄2

6


270.08

Form TitleTo prominently identify the form and distinguishit from others, feature the form title in thegraphic signature (Example 1):

• Typeset the title in 20-point Univers 68, using initial capital and lowercase letters

• Place the title 3 picas to the right of the Mono-gram and align the title with the letters in theMonogram.

Short titles are preferred, and the maximum titlelength is 26 picas.

For long form titles, Univers 48 may be used inthe second part to help make the title easy toread (Example 2).

Either one or two lines may be used. If two linesare used,

• set the title solid (20/20 points)• align the first line of the title with the letters in

the Monogram.

Legal NameSince the legal name of the company is requiredon all forms, use it in the address block, typesetin 8/8-point Univers 48, placed just beneath theLaser Line (Example 1). If no address is needed,the legal name appears by itself (Example 2).

Communicative NameWhen the communicative name of the compo-nent or affiliate is required, place it

• (Preferred) above the legal name in the address block,typeset in 8/8-point Univers 48 (Example 3).This method of displaying the communicativename is preferred because it emphasizes theform title.

• (Alternative) in the graphic signature, typeset in20/20-point Univers 68, preceding the formtitle, which is typeset in 20/20-point Univers 48;use one or two lines as required (Examples 4aand 4b). This method is used when the commu-nicative name must be prominently displayedwith the form title. Note: When a communicativename is used in the graphic signature, the formtitle must be typeset in Univers 48; Univers 68may be used for only the communicative name.

continued


Example 1

Example 2

Example 3

Example 4a

Example 4b


g Purchase OrderGeneral Electric Company123 Name Rd., City, ST 00000

g RequisitionOffice Supply ProductsGeneral Electric Company

g Purchase OrderGE LightingGeneral Electric Company123 Name Rd., City, ST 00000

g GE Lighting Purchase OrderGeneral Electric Company123 Name Rd., City, ST 00000

g GE LightingPurchase OrderGeneral Electric Company123 Name Rd., City, ST 00000


270.09

Program & Plan NamesThe name of a program or plan is treated like acommunicative name. Place it

• (Preferred) above the legal name in the address block,typeset in 8/8-point Univers 48 (Example 5).This method of displaying the program or planname is preferred because it emphasizes theform title.

• (Alternative) in the graphic signature, typeset in20/20-point Univers 68, preceding the formtitle, which is typeset in 20/20-point Univers 48;use one or two lines as required (Example 6).This method is used when the program or planname must be prominently displayed with theform title. Note: When a program or plan nameis used in the graphic signature, the form titlemust be typeset in Univers 48; Univers 68 may beused for only the program or plan name.

Signature MonogramTypeset the signature Monogram in 40 -point GE Logo Font (approximately 2 1 ⁄2 picas in diameter) and place it at the left and top margins, a minimum of 2 picas from the left andl1 ⁄2 picas from the top trim edges of the form.

Laser LineUse a 1 ⁄2 - point rule that extends from the leftedge of the Monogram to the end of the signa-ture typography or the length of the longest linein the address block, whichever is longer.



Example 5

Example 6

g Beneficiary DesignationsGE Employee Benefits PlansGeneral Electric Company123 Name Rd., City, ST 00000

g GE Employee Benefits PlansBeneficiary DesignationsGeneral Electric Company123 Name Rd., City, ST 00000

Forms General Information Area Specifications

270.10

To differentiate andemphasize items inthe general informa-tion area, use the following specifica-tions for typographyand graphic devices.These specificationsare shown in theexamples on the following pages.

Typography and text placementUse only Univers Condensed in forms.

• For general information, use 8/8-point Univers 47.• For emphasis, use 8/8-point Univers 67.

Place the baseline of type 8 points below a horizontal rule and 3 points to the right of a vertical rule.

Set blocks of copy flush left, ragged right.

For full sentences, use standard capitalization.For incomplete sentences and labels, use an initial capital letter in the first word only.

Reversed type: Use 8/8-point Univers 67. Placethe baseline 8 points below the top edge of thebar and 3 points to the right of its left edge.

Form number: Use 6 -point Univers 47. Place thebaseline 1 pica above the bottom trim edge ofthe form, aligned at the left margin of the form.

Distribution instructions: Use 8 -point Univers 68to identify distribution copies. Place the baseline1 pica from the bottom trim edge of the form.

Rule weights• To structure information, use 1 ⁄2 - point horizontal

and vertical rules.• For emphasis, use 2 - point horizontal and vertical

rules.

Vertical spacingHorizontal rules must fall on the lines of the l - pica grid (see pages 06 and 07). One pica of vertical space can accommodate a line ofinformation generated by hand, typewriter, or computer. Note: Because a prompt is usually used to request information (for example, “Address”or “Priced by”), 2 picas of space is required toaccommodate a single-line response. Each additional pica of space gives the respondent anextra line.

Horizontal barsUse horizontal bars for additional emphasis or to structure information. A horizontal barextending the width of a form can be used toseparate the graphic signature area from thegeneral information area (see the example onpage 05). To fit the horizontal grid, bar widthsmust be multiples of 1 pica. Reverse type from bars.


Vertical rulesUse vertical rules to divide information orcolumns. Do not use vertical rules along theright or left margins. Connect the bottom ofeach vertical rule to a horizontal rule. Do notconnect the top of a vertical rule to a horizontalrule. Instead, align the top of each vertical rulewith the top of the adjacent capital letter. Dashed l ⁄2 - point vertical rules can provide additional differentiation; for example, a separate cents column can be created within alarger price column (see the example on page 16).

Open circlesUse open circles instead of boxes for checklists.Circles should have a l ⁄2 - point rule weight with a 9 -point diameter. Place the circle 3 points fromthe following copy and center it opposite theheight of the initial capital letter.

ScreensA 10 percent black screen can be used to differentiate a particular area within a form (see the examples on pages 11 and 13).

Colors• For the primary color on all forms, use black. • To highlight important information or instructions,

use Laser Red.

If Laser Red is used, the Laser Line in thegraphic signature should also be reproduced inLaser Red.

Notes: • The Laser Line is the only element of the

graphic signature that may be reproduced in red.Do not use red in the signature Monogram orform title.

• To maintain the distinction of the Laser Line, donot use Laser Red in other fine lines.

continued

Forms General Information Area Specifications, continued

270.11

For general information, use 8/8 -point Univers 47.


g Return ShipmentGE Motors, Appliance Control Product DepartmentGeneral Electric Company1285 Boston Ave., Bridgeport, CT 06602

Date material received

R/A label no.

Credit dateCredit no.Customer no.Report no.

Credit to (if other than return authorized to)Return authorized to

Restock toTransportation to

Charge

Reason for return of material

Priced by

Incorrect material (factory)Incorrect material (warehouse)

Shipped after cancellationAccommodation to customer

Defective materialDuplicate shipment

To be reshipped on requisition no.

Disposition Quantity Description Price/M Amount Factory cost Restockingcost

Signature

Form no.

Date

Original

To divide or emphasize information, use a 2-point rule.

For strong emphasis, reverse type from a horizontal bar.Use 8-point Univers 67. Size thicknesses of bars in1-pica increments.

For emphasis, use 8/8 -point Univers 67.

To differentiate line items,use a 10 percent black screen.

When possible, keep column widths equal.

For the form number, use 6 -point Univers 47.

To structure information, use a 1 ⁄2 - point rule.

Stand each vertical rule on a horizontal rule or bar. The top of each vertical rule should not connect to any other element.

For distribution instructions,use 8 -point Univers 68.


8 3 8 0 1

Consolidating Forms 270.12

Consolidating forms by adapting an existing formto serve the needs of many can result in substantialsavings in forms development and reduce waste.Using a form jointly with other departments or GE components can eliminate forms developmentcosts and result in far lower printing costs.

For example, although produced independently,each of the many Request for Exempt Personnel formsrequested the same information. By standardizingthe information and using only the Company’slegal name, the consolidated form was made non-proprietary and can be printed in quantity for useby a number of GE components.


The Laser Line remains black. (The red number is a serial imprint.)

A 2-point rule separatesthe graphic signature areaand creates a distinct general information area.

For checklists, use open circleswith a 9 -point diameter and a 1 ⁄2 - point rule weight.

On a form filled out bytypewriter, some areas may not require horizontal rules.

A vertical rule is connected to a horizontal rule at the bottom only.

The serial number is imprinted in Laser Red.

g Request for Exempt PersonnelGeneral Electric Company

Form no.

Date

Request no.

Division/departmentPosition title

Reports to

Location

If replacement position, name of person to be replaced

Level

Title

Hours

Candidates outside the division will be considered for this position?

Reason for replacement

Starting date

Yes NoReplacement position New position Part-time Temporary

Minimum qualifications

Desirable qualifications

For further information contact

Requested by

Subsection

Section Timekeeper code

Date

Date

Organization codeCharge no.Job code

Human resource

Department/divisionDate

Date

Date

Position responsibilities

Approvals


1 6 2 9 1 1

Selecting a Form Format 270.13

The standard format sizes include• 81 ⁄2"x 11" (vertical)• 11"x 81 ⁄2" (horizontal)

For information on short forms, see page 14.


In the example below, the horizontal formatmakes it easier to structure instructions and provides more space for filling out the form.

g GE Electrical Distribution & ControlSales Incentive OrderGeneral Electric Company

For legible copies, use a typewriter or printwith a ballpoint pen.

Date

Unit cost Total costQuantityItem nameInclude size, if applicable

Item no.Ship to

Attention

Distributor name

How to order: Use this order form. A new order form will be included in your incentive item shipment. Use complete street address, including zip code, under shipping instructions. All items are shipped UPS and cannot be shipped to a P.O. box number. To make sure that your order is processed quickly, please note the following:

• Fill out this form completely and legibly. (For items 22, 37, and 38, specify S, M, L, XL.)• For imprint items, attach camera-ready artwork of your logo and/or your company name as you would

like it to appear. If required, specify desired color. Price includes single-color imprinting. For multi-color logo printing, contact John A. Bailey Associates, Inc., 203 289-9541.

• Check the appropriate box if you want to take advantage of GE’s Cooperative Promotional Allowance. CPA funds can be used for up to 50% of the total order value.

• There is a normal handling charge of $2.50. Rush shipments will be additional.• A company check for the grand total amount must accompany this order. Make check payable to

John A. Bailey Associates, Inc.• Mail the completed order form and your company check to your ED&CS regional office for processing.

Refer to the inside cover of the catalog for address.Delivery schedule: 1 to 2 weeks for in-stock items without distributor imprint. 4 to 5 weeks for items with distributor imprint.

Address

City

GE sales engineer

Requester name

Requester signature

ED&CS regional authorization Date

Fax. no.

Telephone no.

Date items needed

Zip codeState

WeightNumber of pieces

Shipment date

Shipping instructions – for internal use onlyPacker code

Shipped byCommon carrier1st classUPSUPS-BL

Air

Other

Total cost

Deduct CPA fund

Handling charge

Net total

Sales taxwhere applicable

Grand total

$ 2.50

( )

John A. Bailey Associates, Inc.Form no.

Paper stock of any colormay be used in multi-part forms.

To highlight an area,use a 10 percent black screen.

Prepaid To be billed

Packing slip

GE

Distributor's office copy

Place multiform labelsin the same area on each copy.


Short Forms 270.14

If the amount of information to communicate orcollect is minimal, a small form should be used.While ample white space is generally desirable,spreading information out to fill a page is not. A small format size also saves on paper costs.

The standard short form sizes include• 81 ⁄2" x 7" (folds in half to fit inside a standard

#10 business envelope)• 81 ⁄2" x 61 ⁄2"• 81 ⁄2" x 51 ⁄2"

Note: The width is always 81 ⁄2".

When a form is returned in a window envelope, a typing dot should be provided to facilitate thecorrect positioning of the mailing address. Usean 8 -point Univers 47 period and position it sothat the first letter of the addressee’s name willappear in the upper-left corner of the window.


g Acknowledgment of Services OrderGE Industrial & Power SystemsGeneral Electric Company

Quotation no.

Acknowledged by

Title

Address

City

Quotation no.Order dateCustomer order no.

Sale of any services covered by the order identified above is conditioned upon the terms andconditions contained in the quotation referred above. Any additional or different terms andconditions proposed by the Customer are expressly objected to and will not be binding uponGE unless specifically assented to in writing by GE’s authorized representative. Any order for,or any statement of intent to purchase hereunder, or any direction to perform work and GE’sperformance of work, shall constitute assent to GE’s terms and conditions.

Form no. Customer copy

State Zip code

Date

To

We thank you for your order. GE Industrial & Power Systems (GE) agrees to furnish services as

described in your quotation referred below.

attached hereto, and subject to the terms and conditions contained therein.

Payment terms

.

The typing dot(8-point Univers 47) helps users position the address to fita window envelope.

A narrow column widthenhances legibility.

This 8 1 ⁄2" x 7" form can be folded in half lengthwise to fit in a #10 business envelope.


Forms with Extensive Instructions 270.15

To collect a small amount of information, sometimes it is necessary to communicate a great deal of instructions. This is often true of forms that ask users to make choices havinglegal or financial consequences.

To make such forms easy to use,• provide sufficient space for responses• separate instructions from response spaces• format instructions in a narrow column to make

them easy to read



g GE Employee Benefits PlansBeneficiary DesignationsGeneral Electric Company

For payroll use only

This form must be typewrittenor printed with a ballpoint pen.

Return to Name

Department

Home telephone no.

Social security no.

Pay no.

Work telephone no.

Salary Hourly Married Single

Write your initials in the appropriateboxes for each beneficiary listed

I hereby revoke any and all previous designations of primary bene-ficiary(ies) and contingent beneficiary(ies) applicable to the plan(s) I have indicated below. In accordance with the provisions of those GE Employee Benefit Plans I have initiated, I hereby designate belowbeneficiary(ies) under said plan(s) in the event of my death. If more than one beneficiary is named as contingent beneficiary,amounts payable under the plan(s) shall be paid in equal shares to the designated beneficiaries who survive me, unless otherwise provided. If no beneficiary survives me, payment will be made in accordance with the terms of the applicable plan.

Notice with respect to GE Pension Plan: If under the terms ofthe GE Pension Plan a Pre-retirement Spouse Benefit becomespayable upon your death to your then surviving spouse, that Benefitwill be paid in lieu of the payments that would otherwise becomepayable to your beneficiaries designated on this form unless a validwaiver of the Pre-retirement Spouse Benefit has been submitted andconsented to by your spouse.

All

GE

Ben

efits

If yo

u in

itial

this

blo

ck, d

o no

t in

itial

oth

er b

lock

s.G

E Pe

nsio

n Pl

an

GE

Savi

ngs

& S

ecur

ity P

rogr

amA

ccum

ulat

ed S

ecur

ities

GE

Savi

ngs

& S

ecur

ity P

rogr

amIn

sura

nce

GE

Life

Insu

ranc

e B

enefi

ts

GE

Pers

onal

Acc

iden

tIn

sura

nce

Plan

A P

lus

Life

Insu

ranc

e

Print or type name of beneficiary(first, middle, last)

(P) for primaryor (C) forcontingentbeneficiary

Address of beneficiary Relationship Date ofbirth

Spouse signature

Witness (plan representative or notary public)

Employee signature (please sign in ink)

Consent of spouse: (to be completed only if spouse is not designated a 100% pri-mary beneficiary under GE Savings & Security Program for accumulated securitiesor insurance.) I hereby consent to the making of the foregoing election by my spouse.I understand that, by execution of this consent , I am surrendering my right under the Plan toreceive the full amount or insurance proceeds in my spouse’s account in the event of myspouse’s death and that I will receive in that event only such amount, if any, as I may beentitled to by reason of being named a designated beneficiary.

Effective date and signature: Any payment made in good faith to the legal representativeof my estate shall be in full discharge of the liability under the Plan(s) indicated above. Alldecisions upon questions of fact which are made in good faith in determining any unnamedpersons which are based on proof by affidavit or other written evidence shall be conclusive. I reserve the right to change the primary beneficiary or beneficiaries and/or contingent benefi-ciary or beneficiaries without their consent. This beneficiary designation revokes and super-sedes any prior beneficiary designation under the Plan(s) indicated or any predecessor plans.

Date

Date

Date

Form no.

For emphasis, reverse short instructions from a 2-pica bar.

Vertical type is difficult to readand generally should be avoided.Nevertheless, here it provides more space for responses.

3-pica spaces accommodate two lines of typewritten text.

Vertical rules at the margingenerally are unnecessary andshould be avoided. Nevertheless,here they create boxes for theuser's responses.

External Forms 270.16

Forms used by GE’s business partners, customers,and other external audiences must be functionaland present information in a logical order.Sections filled out by GE personnel must beclearly delineated from sections requiring external attention or response.

The form below uses several graphic devices to separate and highlight information:

• A 10 percent black screen isolates a set ofresponses to be completed internally.

• Laser Red highlights important mailing andbilling instructions for suppliers.

• Type reversed out of a horizontal bar drawsattention to important shipping instructions.

• The left margin, increased to 5 picas,accommodates three-hole punching or otherbinding methods.



g Purchase OrderGeneral Electric Company

Purchase order no.

Date

Change no.

Page

Change to customer

Orders received customer

Tax Off.tak.

Ship to customer

ADSD user customer

Sales district

GE contract

Spec. hdlg.

Ren.

GE project

Terms

Lge. ord.

Dest.

Coll. dist.

Bill to (GE internal account no.)

This order expressly limits acceptance to the terms stated on the face and back ofthis form and on any purchase order supplement attached hereto. Any additional ordifferent terms, whether or not materially different, set forth in any communicationfrom the seller are objected to and are hereby rejected.

Authorized signature


Buyer

Form no. Accounting copy

Customer order no.

Confirming order to

Price PerCatalog no.DescriptionU/MQuantityItem

Ship via

Payment termsNet cash 30 days

Date of orderRequired deliveryMark packages, packaging lists and all documents with the following three items Provide full details below

Shipping termsPrepay & charge

Transportation responsibility (FOB, CIF, FAS, etc.)FOB point of shipment unless indicated otherwise

Title passage

Tax exemption certificate no., if applicable

DateTaxable Nontaxable Resale R&D Other

Inspection Prints Test reports Instruction books

Seller .

Ship to .

Instructions1. Mail invoices in triplicate to:

2. Our purchase order number must appear on all documents.3. Do not show prices on any document forwarded to consignee.4. Prepaid charges must be substantiated. Include as a separate item on your invoice.

The Laser Line is printedin Laser Red because thissecond color is used in the text.

For differientiation,use a 10 percent black screen.

To highlight important mailingand billing information, use the second color, Laser Red.

To help structure a price column, use dashed 1 ⁄2 - point vertical rules.

For three-hole punch, use a 5-pica margin.

For emphasis,reverse type from a bar.

Guidelines for Checks 270.17

To differentiate andemphasize items inchecks, use the fol-lowing specificationsfor typography andgraphic devices.These specificationsare shown in theexamples on the following pages.

Graphic Signature & Address Block

As shown in the example above, in the upper-leftcorner of each check,

• place a 44 - point signature Monogram, typeset in GE Logo Font, maintaining the following minimum margins:

- above the signature Monogram, 1 ⁄4 the diameter ofthe Monogram

- at the left side, 1 ⁄8 inch• place a l ⁄2 - point Laser Line below the signature

Monogram:- Leave a space equal to l ⁄4 the diameter of the

Monogram between the Laser Line and theMonogram.

- If desired, bleed the Laser Line left.- Extend the Laser Line at least to the end of

and preferably beyond the longest line in theaddress block.

Set the address block in 8/8-point Univers 48,flush left with the signature Monogram. Place thebaseline of the first line of the address block 8points below the Laser Line.

Notes• If a communicative name is used, see the specifi-

cations for business forms on page 08.• Envelopes with windows for return addresses may

require that the graphic signature be reduced tofit. (Do not reduce the signature Monogram toless than a 3 ⁄16 - inch diameter.)

continued


General

In all checks, the following elements should be consistent:

• the size of the signature Monogram• the size and specifications for all typography• the weights (thicknesses) of rules• the position of typography in relation to rules

The following elements may vary:• the amount of space between horizontal rules• the number and position of vertical rules and the

corresponding columns of information• the information that is emphasized with bold

type (Univers 67), bold rules (1 l ⁄2 - point), or bars

Use a measurement system based on the methodby which the check will be filled out:

• For checks filled out by typewriters or computers,use multiples of 1 unit of vertical typewriter spacing (1 ⁄6 inch).

• For checks only filled out by hand, use multiples of l ⁄4 or l ⁄3 inch.

Note: Computer printout positions are not easyto change. When redesigning a computer check,take into account established printout positions.

minimum length = the longestline in the address block

Address block

g

1⁄8"min.

1⁄4 D

1⁄4 D

8 pt

D

Guidelines for Checks,continued

270.18

Rule Weights

• To structure information, use l ⁄2 - point horizontaland vertical rules

• For emphasis, use heavier 11 ⁄2 - point rules.

Horizontal & Vertical Spacing

• Space horizontal rules according to the appro-priate measurement system, described in thegeneral specifications on the previous page.

• Use vertical rules to divide columns of information:

- Size the column width to accommodate therequested information. (Note: Using thismethod, if column widths are similar in size,make them the same.)

- Do not use vertical rules at the far left or rightedges of a check.

- Connect the bottom of each vertical rule to ahorizontal rule. Do not connect the tops of vertical rules to horizontal rules; instead, alignthe top of each vertical rule with the top of thecapital letter in the first line of the typography.

Use l ⁄6 - inch horizontal bars for additional struc-ture and emphasis. Reverse any typography fromthese bars, placing it 3 points from the left edgeof the bar.

Typography & Text Placement

Use only Univers Condensed in checks. • For general information, use 8/8-point Univers 47.• For emphasis, use 8/8-point Univers 67.• To deemphasize information, use 6/6-point

Univers 47.• For the monetary symbol (for example, $ or £), use

16 -point Univers 67, placed flush left 3 pointsabove the horizontal rule for the check amount.

Place the baseline of check typography 8 pointsbelow or 3 points above a horizontal rule.

Place check typography 3 points to the right of avertical rule and end the top of the vertical ruleat the top of the capital letter.

Whenever possible, align typography with othertypography and layout elements.


Margins

When possible, maintain the following minimummargins:

• above the signature Monogram, 1 ⁄4 the diameter ofthe Monogram

• at the sides and bottom of the check, 1 ⁄8 inch

Security Pattern

To ensure confidentiality, use an envelope security pattern consisting of a field of repeatedGEs, typeset in Univers 68. Reproduce the pattern in positive or negative form on the insideor outside of envelopes used for checks.

Dynamic Monogram

Use the Dynamic Monogram in the backgroundof checks according to the standards and guide-lines in document 134, Dynamic Monogram.

Colors

• For the primary color on all checks, use black.• To highlight important information (such as the

imprinted serial number), use Laser Red.• To differentiate or emphasize areas, use a 10 percent

black screen.• In the Dynamic Monogram, use any appropriate

color (Note: Normally, the letters/curlicues arereproduced lighter than the field. When oppos-ing tone progressions are used, it is permissiblefor a small part of the top portion of the curlicuesto be darker than the field, as shown in theexamples on pages 19 and 20.)

• For the paper stock, use white.

Notes: • The Laser Line is the only element of the

graphic signature that may be reproduced in red.Do not use red in the signature Monogram orany signature typography.

• To maintain distinction in the Laser Line, do notuse Laser Red in other fine lines.

Examples of Checks 270.19


Date due MO

gCorporate Financial ServicesGeneral Electric Company1 River Road, Schenectady, NY 12345

Voucher no. Vendorreference

Invoice amount Discount GE distributionamount Account

GE description

F91-

Certifiedcorrect

Approved forpayment

Detach Before Depositing Check

gCorporate Financial ServicesGeneral Electric Company1 River Road, Schenectady, NY 12345

Pay

To the order of:

To Manufacturers Hanover Trust CompanyNew York, New York

Date

This check is in full payment of the account on voucher whichaccompanied it and the payee accepts it as such by endorsement

Disbursement account

$

1-30210

SPECIMEN1 4 5 5 0 6

1 4 5 5 0 6

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

In correspondencewrite and refer to

Typeset the address blockin 8/8-point Univers 48 and place it flush left with the signature Monogram.

The three-quarter Dynamic Monogram is used on this check, sized and placed so that when the voucher portion of the checkis torn off along the perforation,the horizontal Dynamic Monogram—with the correct crop along the top edge—remains on theface of the check.

For the monetary symbol, use 16-point Univers 67.


Examples of Checks 270.20


Check no.

Remittance Total

Voucher no. Invoice no. Invoice date Invoice amount Discount Net amount

gCorporate Financial ServicesGeneral Electric CompanyBuilding 23 EW, 1285 Boston AvenueBridgeport, CT 06602

Addressee’s NameBusiness NameStreet AddressCity ST Zip Code

2 0 4 7 3 5 0

gCorporate Financial ServicesGeneral Electric Company1285 Boston Avenue Bridgeport, CT 06602

Pay

To the order of

Date

Disbursement account

$

2 0 4 7 3 5 0

This check is in full payment of the account on voucher whichaccompanied it and the payee accepts it as such by endorsement.

562-09

62-26311

Manufacturers Hanover Bank, Wilmington, DE

eCorporate Financial ServicesBuilding 23 EW, 1285 Boston Avenue, Bridgeport, CT 06602

GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GEGE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE GE

3

1

2To open, fold and carefully tear along perforations 1, 2, and 3

Addressee’s NameBusiness NameStreet AddressCity ST Zip Code

The Laser Line may bleed left,but begin and end all other horizontal rules at the margins.

The envelope security patternmay be used on the insideor outside of the envelope. When using the pattern on the outside, keep the area behind the graphic signature clear.

For emphasis, use 1 ⁄6 - inch, 1 ⁄4 -inch, or 1 ⁄3 -inch horizontalbars and reverse Univers 67

To differentiate areas of theform attached to the check,use a 10 percent screen of blackor the second color.

For all information, use Univers 47 and 67.


Outside

Inside For the background patternon horizontal checks,use the horizontal DynamicMonogram.

Facil

itySi

gns

The GE facility sign standards apply to facilitiesowned or operated by the Company and its


The GE facility sign standards have beendesigned to fulfill two basic requirements:

• Legibility. This functional requirement isachieved by

- providing a sufficient number of actual sizes of the signature Monogram and signature typography—in specific relative sizes—to ensure that both ele-ments remain legible at typical viewing distancesunder typical viewing conditions

- simplifying and clarifying information by standardiz-ing its presentation and eliminating unnecessaryor redundant signs

• Communication of the qualities of dynamismand innovation. This communication require-ment is achieved by

- featuring the GE identity elements, which have beencreated to communicate specific attributes ofhigh technology, dynamism, and innovation

- streamlining and modernizing the appearance offacility signs by using innovative sign structuressuch as the triangular pylon and the dynamic base

In addition, the sign standards have been created to

• demonstrate GE products such as Lexan®

polycarbonate and GE lighting

• unify the signs used by all GE components andlicensed affiliates at all facilities so that eachdraws from and contributes to the strength ofthe GE identity.

Note: The GE sign standards are a self-containedsystem requiring a uniform and completechange-over of all primary identity signs at anyparticular site. This system is not compatible withexisting signs. When installing new signs, remove allsigns carrying the General Electric Signature.

280

GE Identity Program

g

GE Identity Program 280, Facility Signs GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Facility SignsContents

280.01


Primary Facility Identification Signs:Pylon Sign 280.03Monument Sign 280.05Pole Sign 280.07Ground Sign 280.09

Supporting Signs:Wall Sign• Cantilever Mount 280.11• Flush Mount 280.13Individual Sign Elements 280.15Roof Sign 280.17Decals on Glass Doors 280.19Directional Signs 280.21

How to Order Facility Signs 280.50


Facility Signs General Guidelines 280.02

Other Typography• In facility identification signs, other messages,

such as the names of other components or subcomponents or the location of the facility,may appear below the Laser Line only if theirappearance on the sign is required for visitors.These names appear in Univers 68, are alignedflush left with signature typography, and are usually sized to be smaller than the height of the signature typography.

• In directional signs, Univers 65 is used for thenames of all destination points in a facility.

ColorColor varies by sign type, as shown in the exampleson pages 03 to 21. To ensure legibility of thegraphic signature under adverse viewing condi-tions, black is used in the signature Monogramand typography. As usual, in the graphic signa-ture Laser Red is used only in the Laser Line.

Dynamic MonogramEither the one- or three-quarter version of theDynamic Monogram may be used in most facilityidentification signs, as shown in the examples oftypical signs on pages 03 to 20.

Note: The Dynamic Monogram is not used on directional signs or on signs lighted onlyinternally.

LightingDepending on the type of sign, internal, external,or both types of lighting may be used. Lightingoptions are described for each typical sign onpages 03 to 21.

Graphic SignaturesWith few exceptions, a graphic signature is usedon all facility identification signs. Depending on the size and shape of the sign format and thelength of the name used in the signature, any of the approved signature arrangements may beused, as shown in the examples of typical signson pages 03 to 20. These include the

• primary signature• compact signature• vertical signature • two special signatures

For more information on these signatures, see document 131, Graphic Signatures.

Note: On directional signs, a graphic signature is not used, but the signature Monogram andLaser Line are used, as shown on page 21.

Monogram AloneAt facilities where several components or affiliatesare located, or in retrofitting certain existingsigns, the Monogram alone may be used as afacility identification sign.

Signature Typography• Sizes. To make the signature typography legible

at a great distance, it is usually sized so the capitalheight equals 1 ⁄2 or 3 ⁄4 the diameter of the signature Monogram.

• Style. Univers 68 is used for all signature typography. Note: Univers 48 is not used in GE signs because it does not remain legible at agreat distance.

• Content. The content of the graphic signatureused in a facility identification sign is limited toeither or both

- the communicative name of the component oraffiliate

- the geographic location

Note: Other messages may not be used in thegraphic signature in a facility identification sign.

The guidelines sum-marized here help tofamiliarize you withthe graphic elementsused in signs.

For detailed fabrica-tion, installation, andmaintenance specifi-cations and drawingsfor most sign models, see document 285,Facility Signs Engineer-ing Drawings.

To obtain GE signs,see “How to OrderFacility Signs,”page50.


Pylon Sign 280.03

The pylon sign is a three-faced monolith risingfrom a dynamic base. It is available in two standard heights: 12 and 20 feet. Because of itsstrong verticality, unique triangular structure,and dynamic base, this sign is a striking accent toany facility.

The pylon sign is preferred as the primary facilityidentification sign at locations where

• there is sufficient space for its installation, suchas a lawn area

• the sign is normally viewed from more than onedirection

Dynamic Base The chief function of the dynamic base is æsthetic.When viewed from different angles, the baseappears to be a portion of a large rectangularsolid block, buried below but breaking throughthe earth’s surface at a surprising angle. To emphasize this dramatic quality, the base maybe finished in Laser Red, as shown in the draw-ing at the right. The base also may be finished in a dark grey color.

continued

GE AircraftEngines

Gg

g


xxx

xx

Pylon Sign, continued 280.04

Graphic Signature To maximize the capital height of the signaturetypography, only the vertical signature arrange-ment is used on pylon signs. Examples of typicalsignatures are shown in the drawings at the right.

Note: The Monogram may not be used alone onthis sign.

TypographyFor information on signature typography andother typography, see the general guidelines on page 02.

Color To ensure legibility of the graphic signatureunder adverse viewing conditions, black is usedin the signature Monogram and typography. As usual, in the graphic signature Laser Red is used only in the Laser Line.

Dynamic Monogram The three-quarter version of the Dynamic Mono-gram is used on pylon signs. It is reproducedslightly darker than the background grey.

Note: On all faces of the pylon sign, the tops ofthe Dynamic Monograms are horizontally alignedparallel to the ground line. Because the top sur-face of the dynamic base slopes, the Monogramsare not trimmed as usual:

• On the two front face panels of the pylon, the bottomsof the Monograms are trimmed at an angle.

• On the back face of the sign, the Monogram istrimmed higher than usual.To facilitate this trim, a reproduction proof ofthe signature Monogram is used instead of theDynamic Monogram.

Lighting The pylon sign must be lighted with a combina-tion of internal and external illumination to make the unique shape, dynamic base, andmessage visible at night:

• The signature Monogram and Laser Line areinternally illuminated.

• Signature typography and other typography (if used), the Dynamic Monogram, and thedynamic base are externally illuminated.

For more information, see document 285, FacilitySigns Engineering Drawings, pages 03.01 to 03.36.

x

GE Motors GE Silicones

GE MedicalSystems

GE IndustrySales &Services

GE ElectricalDistributionandControl

GE AircraftEngines


Plan View

Note: Drawings are not to scale.

g g g

g g g


Monument Sign 280.05

The monument is a single-faced sign rising from a dynamic base. It is available in two standard heights: 6'6" and 9'8". Because of its simple horizontality, this sign is more traditionalin appearance than the pylon sign, but with thedynamic base, the sign is a striking accent to GE facilities.

As a single-faced sign, the monument sign is installed parallel to a two-way street or perpendicular to a one-way street.

The monument sign is preferred as the primaryfacility identification sign at locations where

• there is sufficient space for its installation, suchas a lawn area (Note: At locations where insufficient space prevents use of the dynamic base, the groundsign, page 09, may be used.)

• a single-sided sign is legible from typical viewpoints

Dynamic Base The chief function of the dynamic base is æsthetic.When viewed from different angles, the baseappears to be a portion of a large rectangularsolid block, buried below but breaking throughthe earth’s surface at a surprising angle. Toemphasize this dramatic quality, the base may befinished in Laser Red or, as shown in the draw-ing, in dark grey.

continued

Gg

cGE AircraftEngines

Graphic Signatures To take advantage of the horizontal sign formatand to keep typography as large as possible, thecompact signature arrangement is preferred onthe monument sign. When two or more lines arerequired for the signature typography, the topline is positioned to the right of the signatureMonogram. Examples of typical signatures areshown in the drawings at the right.

Note: The Monogram may not be used alone on this sign.

Typography For information on signature typography andother typography, see the general guidelines on page 02.


Dynamic Monogram Because the signature Monogram is large in theformat, the one-quarter version of the DynamicMonogram is used on monument signs. It is repro-duced slightly darker than the background grey.

Lighting The monument sign must be lighted with a combination of internal and external illumina-tion to make the unique shape, dynamic base,and message visible at night:

• The signature Monogram and Laser Line areinternally illuminated.

• Signature typography and other typography (if used), the Dynamic Monogram, and the dynamic base are externally illuminated.



c

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Monument Sign, continued 280.06


GE Capital

GE InformationServicesSwitzerland

Plan View

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g GE ApplianceControls

g


Pole Sign 280.07

The pole sign is a double-faced sign available intwo standard sizes, 7'x 7' and 11'6"x 11'6", whichcan be mounted at heights up to 30 and 40 feet,respectively. Because of its height and the size ofthe signature typography, this sign is recommendedwhere visibility at a great distance or from a highwayis required.

Note: Because of the sign size and height, and towithstand strong wind loads, the face of the polesign is a light-weight flexible material—not Lexan®

polycarbonate.

continued

GE AircraftEngines

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Pole Sign, continued 280.08

Graphic Signature To maximize the height of the signature typography,only the vertical signature arrangement is used onpole signs. Examples of typical signatures are shownin the drawings at the right.

Monogram Alone At facilities where several components or affiliatesare located, or at sites where the sign is visible fromsuch a distance that the signature typographywould be illegible even at its maximum size, theMonogram alone may be used on the pole sign.

Typography For information on signature typography, see thegeneral guidelines on page 02.

Note: On pole signs, typography is not used outsidethe graphic signature.

ColorTo ensure legibility of the graphic signature underadverse viewing conditions, black is used in the signature Monogram and typography. As usual, inthe graphic signature Laser Red is used only in theLaser Line.

Dynamic MonogramThe Dynamic Monogram is not used on pole signs.

LightingThe entire sign face is internally illuminated (withthe face of the sign white). Poles may be externallyilluminated, if desired.



GE Canada

GETransportationSystems

GEInternationalSales& Services

GE Appliances

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Ground Sign 280.09

The ground sign is identical to the monument sign,except it is double-faced and does not use the dynamic base. It is available in three standardheights, 6'0", 7'3", and 10'6", and is installed perpendicular to the road.

Note: The ground sign may be fabricated as a single-faced sign.

The monument sign, on page 05, is preferred overthe ground sign as the primary facility identificationsign wherever site conditions permit installation ofthe dynamic base. When installation of the dynamicbase is not possible, the ground sign may be used.

The ground sign may also be used to identify a portion of a facility, such as a building.

continued

Gg

cGE AircraftEngines


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Ground Sign, continued 280.10

Graphic Signatures To take advantage of the horizontal sign formatand to keep typography as large as possible, thecompact signature arrangement is preferred forthe ground sign. When two or more lines arerequired for the signature typography, the topline is positioned to the right of the signatureMonogram. Examples of typical signatures areshown in the drawings at the right.




Dynamic MonogramAs an option, the one-quarter version of the DynamicMonogram may be used on the ground sign.

Lighting The ground sign may be lighted with a combina-tion of internal and external illumination:

• The signature Monogram and Laser Line may beinternally illuminated.

• The signature typography and other typography(if used) and the Dynamic Monogram (if used)may be externally illuminated

This sign may also be• only externally illuminated • nonilluminated



GE Appliances

GE MedicalSystems

X-Ray Center

GE Electromaterials

GE TransportationSystems

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Wall Sign, Cantilever Mount 280.11

The cantilever-mounted wall sign is double-facedand is available in two standard sizes: 4'0"x 4'0"and 6'0"x 6'0".

Generally, this sign is used as a supporting signalong with a primary facility identification sign.Nevertheless, the cantilever-mounted wall signmay be used as the primary facility identificationsign at locations where

• space is insufficient to install a pylon, monument,pole, or ground sign

• such a mount (perpendicular to the mountingsurface) enhances visibility of the sign

When the sign is used as the primary facilityidentification sign, it should be illuminated.When used as a supporting sign, it may be nonilluminated.

continued

GE AircraftEngines

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Wall Sign, Cantilever Mount,continued

280.12

Graphic Signatures To take advantage of the square sign format, only the vertical signature arrangement is usedin this wall sign. Examples of typical signaturesare shown in the drawings at the right.




Dynamic Monogram The Dynamic Monogram is not used on cantilever-mounted wall signs.

Lighting The entire sign face may be either

• internally illuminated (with the face of the sign white)

• nonilluminated (with the face of the sign very light grey)


GE Supply

GETransportationSystems

GEInformationServicesSwitzerland

GEIndustry SalesandServices

GE PowerDeliveryCapacitors


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Wall Sign, Flush Mount 280.13

The flush-mounted wall sign is single-faced and is available in two standard sizes: 3'0"x 7'6" and 5'1"x 12'9".

Generally, this sign is used as a supporting signalong with a primary facility identification sign.Nevertheless, the flush-mounted wall sign may be used as the primary facility identification signat locations where

• space is insufficient to install a pylon, monument,pole, or ground sign

• such a mount (parallel to the mounting surface)enhances visibility of the sign

When the sign is used as the primary facilityidentification sign, it should be illuminated.When used as a supporting sign, it may be nonilluminated.

continued

Gg

cGE AircraftEngines


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Wall Sign, Flush Mount,continued

280.14

Graphic Signatures To take advantage of the horizontal sign formatand to keep typography as large as possible, thecompact signature arrangement is preferred onthe wall sign. When two or more lines arerequired for the signature typography, the topline is positioned to the right of the signatureMonogram. Examples of typical signatures areshown in the drawings at the right.




Dynamic Monogram The one-quarter version of the Dynamic Mono-gram may be used on nonilluminated wall signs.The Dynamic Monogram is not used on signsilluminated entirely internally.

Lighting The entire sign face may be either


• nonilluminated (with the face of the sign very light grey)



GE Plastics

GE CapitalServices

GE InformationServices

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Individual Sign Elements 280.15

A graphic signature may be fabricated as individualelements and applied to any structurally sound surface, such as a building wall. The individual elements may be of plastic-faced metal container or metal channel construction. The metal channelconstruction may be especially applicable for smallsizes and interior signs, such as signs for lobbies.

Generally, this sign is used as a supporting signalong with a primary facility identification sign.Nevertheless, individual elements may be used asthe primary facility identification sign at locationswhere a pylon, monument, pole, or ground signcannot be installed.

continued

GE AircraftEnginesGE AircraftEngines

eee


x

Individual Sign Elements, continued 280.16

Graphic Signatures Depending on the space available for the sign and the letter size required to maintain legibility at the average viewing distance, any of the graphic signature arrangements described in the generalguidelines on page 02 may be used. Examples oftypical signatures are shown at the right.

Monogram Alone At facilities where several components or affiliatesare located, at sites where the sign is visible fromsuch a distance that the signature typographywould be illegible even at its maximum size, or when the sign is used as a supporting sign, the Monogram may be used alone.

Typography For information on signature typography and othertypography, see the general guidelines on page 02.

Color To ensure legibility of the graphic signature, whiteis used in the letters/curlicues of the signatureMonogram and on the face of all typography for allplastic-faced elements. Metal elements may also bealuminum or steel-colored (not brass or bronze).Dark grey or black is used on all returns. The LaserLine appears in Laser Red, with red neon usedwhenever the sign is illuminated. The Monogramfor plastic-faced elements has a black field to contrast with the white letters. The Monogram formetal elements uses the building façade as the field,as shown in the drawing.

Dynamic MonogramThe Dynamic Monogram should not be fabricatedas an individual element (or elements). As anoption, any version of the Dynamic Monogram maybe painted on a structurally sound surface, such as a building wall, and reproduced according to theguidelines in document 134, Dynamic Monogram.

Lighting All elements may be internally illuminated or nonilluminated.



GE Superabrasives

GE Schenectady

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Roof Sign 280.17

The roof sign is a custom-built sign, speciallydesigned for use on top of a specific building.

Generally, this sign is used as a supporting signalong with a primary facility identification sign.Nevertheless, the roof sign may be used as a primaryfacility identification sign at locations where a pylon,monument, pole, or ground sign cannot be installed.

When the sign is used as the primary facility identi-fication sign, it should be illuminated. When usedas a supporting sign, it may be nonilluminated.

continuedGE AircraftEngines

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Roof Sign, continued 280.18

Graphic Signatures Depending on the space available for the signand the letter size required to maintain legibilityat the average viewing distance, any of thegraphic signature arrangements described in thegeneral guidelines on page 02 may be used.

Monogram Alone At facilities where several components or affiliates are located, or at sites where the sign is visible from such a distance that the signaturetypography would be illegible even at its maxi-mum size, the Monogram may be used alone.


Color To ensure legibility of the graphic signatureunder adverse viewing conditions, black is usedin the signature Monogram and typography. As usual, in the graphic signature Laser Red isused only in the Laser Line.

Dynamic Monogram The Dynamic Monogram is not used on roofsigns.

Lighting The entire sign face may be


• externally illuminated or nonilluminated (with the face of the sign very light grey)

Note: Because the roof sign is custom-designed,engineering drawings for it are not available.


GE Lighting

GE NuclearEnergy

GE TransportationSystems

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Decals on Glass Doors 280.19

Decals of graphic signatures, the Monogram alone,other typography, and the Dynamic Monogram maybe used on the outside surface of glass doors.

Generally, decals are used as supporting signs along with a primary facility identification sign. Nevertheless, decals may be used as the primaryfacility identification sign at locations where a pylon, monument, pole, ground, or wall sign cannot be installed.

continued

GE Aircraft Engines

b

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Decals on Glass Doors, continued 280.20

Graphic Signatures Depending on the space available for the decal,any of the basic graphic signature arrangements(the primary, compact, and vertical signatures)may be used. Note: The special signatures may notbe used on glass doors.

For more information on the basic signatures, see document 131, Graphic Signatures, page 10.

Monogram Alone At facilities where several components or affiliates are located, the Monogram may be usedalone on glass doors in place of a graphic signature. Note: Avoid using the Monogramalone or in multiples as a decorative or safetydevice on glass doors or walls.


Color To ensure legibility of the graphic signatureunder adverse viewing conditions and on glassdoors of any tint, decals should be prepared inthe following colors:

• signature Monogram, either- letters/curlicues, white; field, no color (clear)

Note: In artwork, use a reverse reproduction proof.- letters/ curlicues, white; field, Platinum Grey

Note: In artwork, use a positive reproduction proof.• signature typography: white• Laser Line: Laser Red or white• other typography (if used): white• Dynamic Monogram: letters/curlicues, translucent

(clear but with an etched-glass or sand-blastedtexture or milky white color); field, no color (clear) Note: In artwork, use a reverse reproduction proof.

Dynamic MonogramThe three-quarter version of the Dynamic Mono-gram is preferred on glass doors.

Note: To order decals, contactAmanda RuedisueliSenior GE Account CoordinatorHA-LO, Creative Concepts in Marketing1501 HALO DriveTroy, MI 48084800 521-0639

GE Motors

GE ComputerService

GE ComputerService



GE IndustrySales andServices

GE IndustrySales andServices


GE Motors

b b

bb

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Directional Signs 280.21

The standard directional sign has been designed as• a visual complement to each of the primary and

supporting GE facility identification signs• large enough to accommodate a typical amount

of directional information

Depending on the amount of informationrequired, three sizes may be used: 2'8"x 4'0", 4'0"x 6'0", and 6'0"x 9'0".

A directional sign should be placed at any pointalong a traffic route leading around or through a GE facility where a decision to proceed in a different direction is required. Generally, the sign should be placed at or just precedingthe decision point, and it should be installed perpendicular to the flow of traffic.

Note: This sign may also be used without arrowsto identify a portion of a facility, such as a building,entrance, area, or parking lot.

Graphic Signature Because a directional sign is used in addition to one or more facility identification signs andbecause of the limited space on the sign, a graphic signature is not used. Nevertheless, the signature Monogram and the Laser Line are used, as shown in the drawing.

Typography Univers 65 is used for all typography on thedirectional sign.

Color To ensure legibility under adverse viewing condi-tions, black is used in the signature Monogramand all typography. As usual, Laser Red is usedonly in the Laser Line.

Dynamic Monogram The Dynamic Monogram is not used on thedirectional sign.

Lighting Generally, directional signs are not illuminated;the letters, Monogram, and Laser Line are madeof reflective vinyl. If site conditions require illumination, the sign may be externally lighted.


Employee Parking

Visitors Parking

Receiving

Shipping

Gg


How to Order Facility Signs 280.50

Follow these procedures to orderfacility signs:

Step 1: Complete a GE facility sign survey.*Conducted by an authorized consultant familiarwith the GE sign standards, the sign survey provides you with an objective evaluation of yoursign needs and gives you the opportunity to eliminate unnecessary or redundant signs.

In addition, to maintain good visibility, the survey advises on the optimum size, location, and facing of all identification signs. It can alsohelp you determine whether any existing signstructures can be retrofitted with new sign faces.

The GE facility sign survey is available for any GE facility or location in the continental UnitedStates for a fixed fee (inclusive of time, travel,and out-of-pocket expenses) and includes

• meeting with appropriate personnel on site toreview the GE sign system and its adaptation tothe location/facility

• photographs of current signs and trafficapproaches, with two sets of photographs submit-ted with the sign survey recommendation

• preliminary review of all local codes regardingsign height, size, and setback requirements; all recommendations based on these restrictions

• a recommendation for primary and secondaryidentity signs, with the survey photographs and a preliminary site plan showing sign locations

• cost estimate for the sign conversion with a list of approved sign manufacturers who can bid on the project.

• follow-up with the sign manufacturer to confirmthe understanding of the design package andspecifications (following the contract award,which is the sole responsibility of the GE compo-nent or affiliate)

* • All GE facility sign surveyswill be completed within 45 days of receipt of order.

• Purchase orders shouldaccompany written confir-mation of sign survey orders.

• Invoices will be submittedon completion of surveysand are payable in fullimmediately on receipt.

Concurrently with the GE facility sign survey, you may want the sign consultant to survey fordirectional and safety signs. For an additionalfee, the following services are available:

• sign survey for directional and safety signs• detailed site plan for all primary, secondary, and

directional signs• message layout for directional signs• bid package specifications for all signs• sign permit applications• shop drawing review• inspection of manufacturing and installation

To arrange for a sign survey, contact:Sign Management ConsultantsOne Lakeview Place, 25 Century Blvd., Ste. 606Nashville, TN 37214615 885-1661

Step 2: Select signs.Based on survey recommendations, choose thesigns to be manufactured and installed.

Step 3: Bid the sign manufacture and installation.Select from the a list of sign fabricators providedas part of the sign survey or choose your own fabricator. Any sign fabricator may be selected tomanufacture GE facility signs.

Step 4: Award the sign contract. Generally, the selected manufacturer assumesresponsibility for

• removing all old signs• manufacturing new signs or elements to retrofit

existing signs• installing all new signs• subcontracting any specialty services (such as site

wiring, provided by an electrician) as required

Note: To order decals, see page 20.

Iden

tifica

tion

Vehi

cle

These standards apply generally to new andretrofitted vehicles that are owned or leased bythe Company or its components, subcompo-nents, and licensed affiliates and that travel onpublic thoroughfares. Guidelines for vehiclesused only on Company property and other spe-cial applications appear on pages 08 to 14.

The Company’s fleet of vehicles serve as movingbillboards, informing a wide audience of theCompany’s diverse products and services.Although the size and make-up of this audienceis difficult to measure precisely, it has been estimated that a typical for-hire tractor-trailertraveling on a mix of urban and rural roadwaysgenerates 7,900,000 visual impressions per year.For a typical local delivery van, using estimates of time-in-operation impressions plus those gen-erated while the vehicle is stopped, the numberof visual impressions generated per year is morethan 16,250,000.*

The vehicle identification standards thereforehave been created to

• streamline and modernize the appearance ofvehicles by eliminating unnecessary and outdatedidentification elements

• standardize the use of GE Identity Program elements

• consistently identify and unify the fleet

• optimize safety through the use of materials that help make the vehicles conspicuous underadverse viewing conditions

• control costs through the use of common materials and design elements

290

GE Identity Program

g

*American Trucking Association,Department of Economics: TheVisual Impact of Trucks in Traffic.

GE Identity Program 290, Vehicle Identification GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Vehicle IdentificationContents

290.01


Typical Examples:Tractor-Trailers 290.04Service Vans 290.06Service Pickup Trucks 290.08In-Plant Vehicles 290.09Industrial Haulage 290.10Heavy Construction Equipment 290.11Tarpaulins 290.12Straight-Box Trucks 290.13


Vehicle IdentificationGeneral Guidelines

290.02

Use white as the basecolor of the vehicle.White is one of themost visible colorsunder typical viewingconditions and there-fore contributes to thesafety of the vehicle.

Use a graphic signature on the side and/or rearof the vehicle.

• The primary signature is preferred, but wherespace available for identification is limited, thecompact or vertical signature may be used.

• Use all three elements of the graphic signature—the signature Monogram, signature typography,and Laser Line—on Company vehicles, as shownin the examples on the following pages.

• Construct graphic signatures and specify signature elements according to the guidelines in document 131, Graphic Signatures.

• In the signature typography, use one of the following:

- the communicative name of the component or affiliate, such as “GE Consumer Service”

- the basic competence of a business, such as “GE Utility & Industrial Service”

- a promotional slogan, such as “We bring goodthings to life.”

- a combination of the communicative name and a promotional slogan

A promotional slogan may appear below the signature typography, aligned flush left with thattypography, in Univers 68 or 48.

• Whenever possible, bleed the Laser Line left off the identification format. When this is notpossible, begin the Laser Line flush left with theleft edge of the signature Monogram.

• Depending on the length of the Laser Line andthe overall appearance of the graphic signaturein the identification format on vehicles, end theLaser Line either

- at a point vertically aligned with the end of the bottomof the letter “E” in “GE” (or, if “GE” is not used inthe signature typography, at a point to the rightof the beginning of the signature typographyequal to 11 ⁄2 times the capital height)

- at a point of vertical alignment with the end of the sig-nature typography

Note: The end of the Laser Line is cut square.The end does not match the angle of the italicsignature typography.

Use Univers 68 and, if needed, Univers 48 fortypography appearing outside the graphic signa-ture on the vehicle whenever possible. When thisis not possible, select other typefaces from theUnivers series, unless local regulations mandateuse of a different typeface. For more information,see document 133, Typography, page 02.

Use the corporate colors in signature elementsexcept as noted:

• Use Platinum Grey or GE Reflective Grey* in thesignature Monogram.

• Use Laser Red in the Laser Line. This color maybe reflective, if desired.

• Use black in the signature typography.

*Scotchlite brand reflective sheeting 590-10, produced by the 3M Company, is custom screen-printed to create GE Reflective Grey.

continued


Vehicle IdentificationGeneral Guidelines, continued

290.03

Use black or an appropriate color in primarytrademarks and typography appearing outside agraphic signature.

Do not use• component, subcomponent, division, or depart-

ment logotypes or symbols

• graphic elements, photographs, or illustrations as graphic support.

Instead, use the Dynamic Monogram.

• Use the Dynamic Monogram only on the sides of trailers and service vans. Do not wrap theDynamic Monogram around adjacent sides orthe top of a vehicle; do not use it on the front orrear of a vehicle.

• Use positive reproduction proofs of the Dynamic Monogram, available from the GE Identity Website or Hotline.

• Use of the Dynamic Monogram on other vehiclesis optional but desirable wherever there is suffi-cient room to reproduce it very large.


• Use GE Reflective Grey* in the Dynamic Mono-gram. The reflective grey material is used in thefield (including the outline circle) of the positiveDynamic Monogram; the white base color of thevehicle is used in the letters/curlicues.

Use computer-assisted cutting equipment, photo-etched dies, or photomechanical screenprinting to produce decals of vehicle identifica-tion elements. Whenever possible, avoid hand-painted applications.

The examples on the following pages demon-strate the correct size, color, and position of identification elements on typical vehicles.For specific applications, the identification elements should be sized and positioned toachieve an appearance similar to the examples.To accommodate variations in body contours,some modification of the size or position of elements may be required.



Tractor-Trailers 290.04

Note: See the generalguidelines on pages 02 to 03.

MonogramUse a full graphic signature on the rear of thetrailer. Use the signature Monogram on both cabdoors and on the wind spoiler.

Do not use the signature Monogram on the sides of the trailer.

Position the horizontal Dynamic Monogram tobleed off the top, bottom, and left edges of bothsides of the trailer.

Typography

Communicative name: Use Univers 68 and, if needed, Univers 48 for signature typography.

Secondary typography: Use Univers 68 and, if needed, Univers 48 for addi-tional information required on the vehicle, unlesslocal regulations mandate use of a different typeface.

Laser Line: Bleed the Laser Line left off the side of the trailerwhenever possible. Bleed the Laser Line off bothsides of the wind spoiler.

Color

Cabs and trailers: white

Signature Monogram: Platinum Greyor GE Reflective Grey*

Dynamic Monogram: GE Reflective Grey*

Laser Line: Laser Red (may be reflective)

Typography: black

Reproduction Use computer-assisted cutting equipment, photo-etched dies, or photomechanical screen printing to produce decals of vehicle identification elements.Avoid hand-painted applications.


GE Motors

gvcontinued


Tractor-Trailers, continued 290.05

GE Motors

GE Motors

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v

Service Vans 290.06

Monogram Use the signature Monogram and a full graphic signature on the rear door only. Do not use thesignature Monogram on the sides of the van.

Two special versions of the Dynamic Monogramare used on the van:

• On the driver’s side, the Dynamic Monogrambleeds off the right end of the side panel.

• On the passenger’s side, it bleeds off the left end.



Typography

Communicative name:Use Univers 68 and, if needed, Univers 48.

Secondary Typography: Use Univers 68 and, if needed, Univers 48 foradditional information required on the vehicle,unless local regulations mandate use of a different typeface.

Laser Line:• On the driver’s side, bleed the Laser Line left

off the left edge of the driver’s door.• On the passenger’s side, bleed the Laser Line left

to the end of the side panel; do not wrap theLaser Line onto the rear panel.

• On the rear of the van, bleed the Laser Line leftand right off both doors.

Color

Van body: white

Signature Monogram: Platinum Grey or GE Reflective Grey*

Dynamic Monogram: GE Reflective Grey*


Typography: black

Primary design marks (other than the Monogram):black or appropriate color

Reproduction Use computer-assisted cutting equipment, photo-etched dies, or photomechanical screenprinting to produce decals of vehicle identifica-tion elements. Avoid hand-painted applications.

g

gGE Consumer Service


GE ConsumerService

Also Servicing

Also Servicing

Also Servicing

continued



Service Vans, continued 290.07

GE ComputerService GE Utility & Industrial Service

ServicingMotorsTurbinesCoils

TransformersCondensersMagnets

GeneratorsSwitchgear & ControlsOff Hwy Vehicles

Albany, New York000-0000

g g

gGE Computer Service gGE Utility & Industrial Service


gGE Computer Service gGE Computer Service



Service Pickup Trucks 290.08

Service pickup trucks and panel trucks with win-dows carry full graphic signatures on the doorsonly but, because of limited space, do not includethe Dynamic Monogram.

Monogram Use the signature Monogram in the graphic signatures on both doors.

Typography

Communicative name: Use Univers 68 and, if needed, Univers 48.

Secondary typography: Use Univers 68 and, if needed, Univers 48 for addi-tional information required on the vehicle, unlesslocal regulations mandate use of a different typeface.

Laser Line:The Laser Line bleeds off the left edge of each door.

Color

Truck body: white

Signature Monogram: Platinum Grey or GE Reflective Grey*


Typography: black



GE Utility & Industrial Service






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In-Plant Vehicles 290.09

Because the base color of in-plant vehicles variesfor reasons of safety and maintenance, graphic signatures are not used on these vehicles.

Instead, the signature Monogram is used alone.

Color

Light-colored vehicles:Use black in the field and outline circle, with thecolor of the vehicle appearing in the letters/curlicues.

Note: Use a positive reproduction proof of the signature Monogram, available from the GE Identity Website or Hotline.

Dark-colored vehicles: Use white in the letters/curlicues, with the color of the vehicle appearing in the field.

Note: Use a reverse reproduction proof of the signature Monogram, available from the GE Identity Website or Hotline.


e

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Industrial Haulage 290.10

Because the base color of industrial haulage vehiclesvaries for reasons of safety and maintenance, andbecause the space available for identification isoften limited, graphic signatures are not used onthese vehicles.


Color

Light-colored vehicles:Use black in the field and outline circle, with thecolor of the vehicle appearing in the letters/curlicues.


Dark-colored vehicles:Use white in the letters/curlicues, with the color of the vehicle appearing in the field.


Reproduction Use computer-assisted cutting equipment, photo-etched dies, or photomechanical screen printing to produce decals of the signature Monogram.Avoid hand-painted applications.


Heavy Construction Equipment 290.11

Because the base color of heavy constructionequipment varies for reasons of safety and mainte-nance, and because the space available for identifi-cation is often limited, graphic signatures are notused on these vehicles.


Color

Light-colored vehicles:Use black in the field and outline circle with thecolor of the vehicle appearing in the letters/curlicues.


Dark-colored vehicles: Use white in the letters/curlicues, with the color of the vehicle appearing in the field.


g

e

Tarpaulins 290.12

If a tarpaulin isdesigned to fit a particular product,and if its surface issmooth and flat foridentification that iseasily seen, followthe guidelines at theright. If a tarpaulindoes not provide asuitable smooth, flatsurface for identifica-tion, or if it is usedon products of differ-ent sizes and shapes(making visibility ofthe identification difficult to ensure),do not use identifica-tion elements onsuch a tarpaulin.Instead, use a singleflat color for the tar-paulin: for example, Platinum Grey orLaser Red.

Use a graphic signature containing one of thefollowing:

• the communicative name of the component or affiliate, as shown in the example

• the name “GE” + a generic name for the product• a secondary word mark (without the name “GE”)

+ a generic name for products (optional)


Typography

Signature typography: Use Univers 68 and, if needed, Univers 48. For more information, see document 131,Graphic Signatures, pages 31 to 35.

Secondary typography: Use Univers 68 and, if needed, Univers 48 foradditional information required on the tarpaulin.

Laser Line: Begin the Laser Line flush left with the left edgeof the signature Monogram; do not bleed theLaser Line left off the tarpaulin. End the LaserLine, depending on which signature is used,according to the guidelines in document 131,Graphic Signatures, pages 10 to 18.


Color

Tarpaulin material: Platinum Grey

Graphic signature: white

Note: Use a reverse reproduction proof of thesignature Monogram, available from the GE Identity Website or Hotline.

If desired, reproduce the Laser Line in Laser Red.

Reproduction Use photomechanical screen printing to reproduce identification elements on tarpaulins.Avoid hand-painted applications.

GE Aircraft Engines

Commercial EnginesCincinnati, Ohio 45215

GE Aircraft EnginesCommercial EnginesCincinnati, Ohio 45215

ee

Straight-Box Trucks 290.13

MonogramUse the signature Monogram and a full graphicsignature on the rear door only. Do not use thesignature Monogram on the sides of the truck.

Two special versions of the Dynamic Monogramare used on the truck:

• On the drivers’ side, the Dynamic Monogrambleeds off the right end of the box.

• On the passenger’s side, it bleeds off the left end.

Note: See the generalguidelines on pages02 to 03.


Typography

Communicative name:Use Univers 68 and, if needed, Univers 48. Note: For long names, use a small type size and/orstack the type.

Secondary Typography:Use Univers 68 and, if needed, Univers 48 foradditional information required on the vehicle,unless local regulations mandate use of a differ-ent typeface.

Laser Line• On the driver’s side, bleed the Laser Line left,

across the Dynamic Monogram as shown.• On the passenger’s side, bleed the Laser Line right,

across the Dynamic Monogram as shown.• On the rear of the truck, bleed the Laser Line left.

Color

Body: white

Signature Monogram: Platinum Grey

Dynamic Monogram: Reflective Grey


Typography: black

ReproductionUse computer-assisted cutting equipment, photo-etched dies, or photomechanical screenprinting to produce decals of vehicle identifica-tion elements. Avoid hand-painted applications.

gggGE Supply

Shelton, Connecticut

GE Supply


GE Supply

continued


Straight-Box Trucks, continued 290.14

GE Supply


GE SupplyGE Supply


ggg

Spec

ial

Gui

delin

es Component Names 301

Summary Standards & Guidelines 315

Affiliates

For GE personnel only:Name & Trademark Practices 341for Affiliates

For acquired affiliates:Acquired Affiliates 342Name & Trademark Practices

For joint venture partners:Joint Venture Affiliates 343Name & Trademark Practices

Licensees & Other GE Identity Program Users

Licensees Trademark Practices 350

Sales & Service Businesses 360Trademark & Graphic System Practices

OEMs 370

Other Special Guidelines

Adobe Acrobat 381& GE Identity Program Documents

GE Logo Font 382

GE Logo Font Supplement 382.Sup

Frequently Asked Questions 390FAQ: Basic Standards 391FAQ: Advertising & Branding 392

300

GE Identity Program

g

Nam

esC

ompo

nent These guidelines apply to the names of all

GE components and subcomponents.

The purpose of the component naming standards is to

• leverage the unity of the Company through a consistent and simple naming system that will

- increase the impact and visibility of GE

- increase awareness of the depth and breadth, or diversity, of GE

• provide each GE business with a strong individualidentity that will

- clarify the understanding of each business - leverage the strength of GE for each business

The naming standards pertain to communicativenames—the informal names used in conversationor copy and in graphic signatures. Graphic signatures are the visual expression of identityfor most GE components and affiliates. They areused in media such as letterheads and businesscards, advertising, brochures, product literature,packaging, and all the other communicationsdirected to consumers, customers, employees,investors, and others.

Note: Usually, the naming process results in asingle communicative name used by all organiza-tional elements within a component. In caseswhere a single name would misrepresent a sub-component, additional names are recommended.

In most cases, the legal name—the formal nameused in the address block on letterheads and incontracts, proposals, and agreements whererequired by law—does not change. For example,the communicative name of the Company is “GE,” but its legal name remains “General ElectricCompany.”

301

GE Identity Program

g

GE Identity Program 301, Component Names GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Component NamesContents

301.01

Component Naming Standards 301.02

Developing Component Names 301.03

Using Communicative Names 301.04

Communicative Names of GE Businesses 301.05


Component Naming Standards 301.02

The Communicative Name “GE”

For purposes of communicating about the Company succinctly and accurately, we use thename “GE” instead of “General Electric” because

• The word “General” does not convey the focused strategy of the Company, nor does theword “Electric” convey the growing nonelectrical businesses within GE.

• The name “GE” is more encompassing.

• Use and awareness of the name “GE” is high.When asked to name worldwide companies inrecent research, two-thirds of respondents whomentioned the Company used the name “GE.”

Component Communicative Names

Similarly, the communicative names of compo-nents should be simple, clear, and accurate and free from any word or term that suggests a complex organizational structure.

Procedure

When making name changes, deletions, or additions, notify:Manager – Corporate Advertising & IdentityGE Corporate Marketing CommunicationsFairfield, Connecticut

As the Company simplifies its organization andconcentrates its resources in key businesses to operate with more agility and effectiveness, it is important that the names used to refer to the Company and its components succinctlyand accurately communicate the simpler, lessbureaucratic, and more focused nature of GE.


Use the name “GE” at the beginning of the compo-nent name. The trade name, “General Electric,” isnot used in a communicative name. Using “GE” tobegin the component name links the business to thestrength of GE and the public’s high awareness ofthe Company and clearly defines the diversity of GE.

Use generic words—common words not protectedby trademark registration—that succinctly andaccurately describe the primary competence ormajor business of the component. These wordsshould be clear and comprehensible to a personunfamiliar with the Company. For example, if thename “GE Aircraft Engines” were mentioned at asocial event, a stranger would understand thenature of the component business.

301.03Developing Component Names

Simplify. Use only the number of communicativenames for a component and its organizational elements that are required for clarity. Wheneverpossible, use a single name that describes theentire component’s broadest capability, includingthe primary products and services offered by eachsubcomponent.

If the primary product or service offered by a sub-component cannot be accurately described by thename that best describes the component’s majorbusiness, create a different communicative namefor that organizational element. For example, “GE Aircraft Engines” is the most succinct andaccurate description of that component’s majorbusiness, so the subcomponent whose products arenot installed in flying machines uses the commu-nicative name “GE Marine & Industrial Engines.”

Note: Subcomponents that use the communicativename of the component to which they belong alsouse a graphic signature bearing that same commu-nicative name. This graphic signature is the fundamental visual device used to identify the sub-component in all media. If desired, the specificname of such a subcomponent (as distinct fromthe name of the component used in the graphicsignature) may be used in the address block in stationery, business cards, and promotional media.Also, the name of a division or department may beused as part of an individual’s title on businesscards or in personalized stationery when required.

Omit words defining the Company’s organizationalstructure. Words such as “Group,” “Division,” and“Department” imply a tedious bureaucracy of littleinterest to existing and prospective customers.

Note: For information on affiliate naming, see document 341, Name & Trademark Practices for Affiliates.

GE + Generic Words

GE Major Appliances

GE Appliances Business Group


Using Communicative Names

The Communicative Name “GE”

In copy such as headlines or text used in promo-tional media or news releases, use the name “GE”to refer to the Company or its primary brand ofproducts or services.

(Note: The legal name, “General ElectricCompany,” is used only in the address block on let-terheads and in contracts, proposals, and agree-ments where required by law.)

When “GE” is used to refer to the Company’s primarybrand of products and services, the name is a wordmark, protected by federal trademark and servicemark registration. To safeguard this valuable pro-tection, use the word mark correctly, according tothe guidelines in document 121, Primary Trademarks& Service Marks.

When “GE” is used to refer to the Company itself ratherthan its primary brand, the name is a trade name andmay be used as a noun and in the possessive form.For example, “GE’s strategy was…” is an acceptableuse of the trade name.

In conversation such as speeches, sales presentations,informal negotiations, and answering Companytelephones, use the name “GE” to refer to the Company or its primary brand. Follow the guide-lines for copy, above.

Do not use the communicative name “GE” immedi-ately preceding a Company secondary word markbecause such use would suggest that another com-pany also has a product or service with the samesecondary word mark. (See document 122, SecondaryTrademarks & Service Marks.)

301.04

Component Communicative Names

Note: To ensure consistent and correct use, a current listof approved communicative names appears on page 05.

In copy such as headlines or text used in promo-tional media or news releases, use communicativenames to refer to components.

Do not use a component communicative nameimmediately preceding a Company secondary wordmark because such use would suggest that anothercompany also has a product or service with thesame secondary word mark. (See document 122, Secondary Trademarks & Service Marks.)

In conversation such as speeches, sales presentations,informal negotiations, and answering Companytelephones, use communicative names to refer tocomponents. Follow the guidelines for copy, above.

In permanent and promotional media, use agraphic signature containing a component commu-nicative name as described in documents 131,Graphic Signatures, and 200, Application Standards.


Key Businesses Allied organizations not well defined by the name of the associated key business

GE Aircraft Engines GE Marine & Industrial Engines

GE Appliances GE Consumer ServiceGeneral Domestic Appliances (U.K.)

GE Capital Services ERCFinancial Guaranty Insurance (FGIC)GE American CommunicationsGenstar ContainerGreat Northern Annuity (GNA)Penske Truck LeasingUnion Fidelity Insurance


GE Lighting GE Lighting SystemsGE QuartzGE Wiring Devices & Speciality Products

GE Medical Systems

GE Industrial Systems GE Fanuc AutomationGE Power Delivery

GE Plastics GE ElectromaterialsGE PetrochemicalsGE SiliconesGE Specialty ChemicalsGE Structured ProductsGE SuperabrasivesPolymerland

GE Power Systems GE Environmental ServicesGE Energy ServicesGE Global Power Generation ServicesGE Nuclear EnergyGE Power Systems Energy ConsultingNuovo PignoneS&S Energy Products

GE Supply

GE Transportation Systems

NBC

One of the goals of the GE Identity Program is to present GE to all audiences in a more accurate,contemporary, and consistent manner. The list of communicative names for GE businesses at theright shows one way in which this is being achieved.

The names are accurate, contemporary, and consistent:

• For each key business, “GE” is combined with a simple, easily understood term describing themajor competence of the business. As shown in the column at the right, a secondary name isused only if the primary name does not adequatelydescribe a specific business.

• The Company communicative name, “GE,” does not include the misleading connotation“Electric,” which pertains to only a few of theCompany’s key businesses. Also, no organizationalnames (such as division or group) are used.

• The names of key businesses and a limited number of subcomponents are used in perma-nent media to broaden awareness of GE’s diversity. Research has shown that people gener-ally have not known what GE does and have beenunaware that the Company participates in manyindustries. Instead, people have tended to associ-ate GE primarily with appliances and lighting.

• These names are combined with the Monogramin a contemporary environment—the graphicsignature—with the Monogram in the classicPlatinum Grey, underlined by the red Laser Line.This presentation gives each business the valuesof quality and reliability for which the Monogramis widely recognized, while adding an element of excitement.

• The Monogram and the communicative namesare applied in all media in a consistent mannerby all GE businesses. This ensures maximumrecognition and helps to protect the GE brand as a powerful marketing tool.

301.05Communicative Names of GE Businesses

Sum

mar

y St

anda

rds&

Gui

delin

es

315

GE Identity Program

g

PurposeHow we identify ourselves—our name, trademark, and related graphics—is the most visible representation of our Company. Making our identity more accurate, contempo-rary, and consistent can help move perceptionsof GE toward reality.

Objectives• To make our identity accurate, we want

to broaden awareness of our diversity.• To make our identity contemporary, we want

to communicate our innovation and dynamism along with our long-recognized reliability.

• To make our identity consistent, we want to unify the identity we use throughout the Company.

ProgramThe GE Identity Program includes

• graphic standards, featuring the Monogram usedin the context of a graphic signature

• naming standards for the communicative namesused by GE businesses

• application standards for the use of the namesand graphic elements in specific applications

GE Identity Program 315, Summary Standards & Guidelines GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Summary Standards & GuidelinesContents

315.01

Graphic Signatures 315.02

Signature Content 315.04

Signature Construction 315.05

Typography 315.10

Color 315.20

Dynamic Monogram 315.30

Asymmetry 315.40

Tying It Together: 315.50Using Graphic Signatures in Layouts

Reproduction Materials 315.60


315.02Summary of Graphic Signatures


• the Company and its - components, subcomponents, divisions,

departments, and operations - internal functions, programs, and projects • affiliates licensed to use the GE identity • the GE brand of products and services

A graphic signature consists of the three elements shown in the example below:

• the signature Monogram, our 100-year-old symbolof reliability

• signature typography, either- for most signatures, the condensed italic sans serif

typefaces Univers 68 and, if needed, Univers 48- as an option for product signatures, the italic

serif typeface ITC New Baskerville Italic• the Laser Line, a fine horizontal line that suggests

precision and high technology

continued

GE Plastics

g


Summary of Graphic Signatures,continued

315.03

To satisfy varying needs, three basic signaturearrangements may be used, as shown at the left:

• the primary signature, preferred in all media• the compact signature, in which the signature

elements are grouped close together, used wherespace restrictions are tight

• the vertical signature, used in narrow formats orwhere a vertical emphasis is desired

For a summary of the construction of the threebasic signatures, see page 05.

Note: As specified in document 200, ApplicationStandards, in selected applications where spacerestrictions are very tight, two other arrange-ments may be used: special signature A or B. Where there is no need or room for signaturetypography, the Monogram may be used alone.


g

GE Typography

GE Typography

GE Typography

g

g

Typographyg

Graphic signature arrange-ments include those shownat the left:• the primary signature• the compact signature• the vertical signature• special signature A• special signature B

GE Typographyg


Summary of Signature Content 315.04

The content of a graphic signature is the message contained in the signature typography,and the message may vary. For example:

• In permanent media such as stationery, signs, and vehicles, the graphic signature contains the communicative name of a business—the informal name used in copy and conversation.

The Company’s communicative name, “GE,” no longer includes the misleading name “Electric,” which now relates to only a few of ourbusinesses. (Note: Our legal name, “GeneralElectric Company,” is still used for legal purposes.)

For the communicative name of each of ourmajor businesses, “GE” is combined with a simple, easily understood term describing thatbusiness’s primary competence, and organiza-tional terms are eliminated. For example:

GE AppliancesGE Capital ServicesGE PlasticsGE Transportation Systems

For more information on component names, see document 301,Component Names.

For information on affiliate names, see document341, Name & Trademark Practices for Affiliates,pages 20 to 27.

• In promotional media such as packaging, the signature may contain the name of the product.

• In advertising, the signature must contain theCompany slogan “We bring good things to life.”The slogan may be used in the signoff signature,

- in any advertising, by itself- in business-to-business advertising, with the

component or affiliate namein consumer or consumer trade advertising, with the

name of the product or service

For more information on optional graphic signature content, see document 131, Graphic Signatures, pages 06 to 09. Also see the guidelinesfor specific applications in document 200, Application Standards.

gGE Medical Systems

gSpacemaker Microwave Oven


Typical signature content is shown in the examples above, including• a component communicative name• a product name

(secondary word mark + generic description)• the Company slogan• a product name

(secondary word mark + the Company slogan)


g

Summary of Signature Construction

If the capital height of the signature typography • equals 1 ⁄4 or 1 ⁄3 the diameter of the Monogram,

refer to the drawings at the left below• equals 1 ⁄2 or 3 ⁄4 the diameter of the Monogram,

refer to the drawings at the right belowNote: The only difference is that the larger sizesof typography may be closer to the Laser Line.

315.05




The Laser Line* bleeds left off the format.If it cannot bleed, it should either extend left to the margin or align left with the Monogram.On the right, the Laser Line ends

• in the primary signature, at the end of the “E” in “GE”• in the compact signature, at the end of the “E” in “GE”• in the vertical signature, at the end of the typography

gGE Typography CH

11 ⁄2 DD1 ⁄2 D

CH

1 ⁄2 D

D

D

D



1 ⁄2 D

GE Typography CH

11 ⁄2 DD1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D

D



1 ⁄2 D

g

GE Typography CH

1 ⁄4D

D1 ⁄2 D

CH

1 ⁄2 D

D

D



1 ⁄2 D

GE Typography CH

D1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D



1 ⁄2 D1 ⁄4D

g g

GE Typography CH

D1 ⁄2 D

3⁄4 CH

1 ⁄2 D

D

D



1 ⁄2 D

1 ⁄2 D

GE TypographyCH

D1 ⁄2 D

1 ⁄2 D

D

D



1 ⁄2 D

1 ⁄2 D

CH

g g

The minimum spaces separating and sur-rounding the signatureelements are shown inthe drawings below;these spaces may belarger but never smaller.

Primary Signature

Compact Signature

Vertical Signature

*The minimum weight (thickness) of the Laser Line is 1 ⁄2 point; the maximum weightis 6 percent of the diameter ofthe signature Monogram.


315.10Summary of Typography

Two series of typefaces—Univers and ITC NewBaskerville—are used exclusively in programapplications according to the following guidelines:

• In signature typography, Univers 68 is used for most typography unless a message consists of two parts, when Univers 48 may be used for differentiation. As an option, ITC New BaskervilleItalic may be used for product names.

• In permanent media such as stationery, signs, andvehicles, Univers 68 and 48 are also used outsidethe graphic signature.

• In all print and broadcast advertising and in otherprint applications such as brochures, product literature,and periodicals, ITC New Baskerville is used for all headlines and text. Univers may be used for typographic accents such as page numbers andcaptions.

For more information on signature typography, seedocument 131, Graphic Signatures, pages 31 to 35.

For more information on program typography,see document 133, Typography.

Note: In computer typesetting, other names maybe used for Univers 68 and 48, such as

• Univers 68: Univers (67) Condensed Bold Oblique• Univers 48: Univers (47) Condensed Light Oblique

Univers 68


Univers 48


ITC New Baskerville




ITC New Baskerville Bold


ITC New Baskerville Bold Italic



315.20Summary of Color

Two corporate colors are used extensively ingraphic signatures and program applications.

Platinum Grey,* the color used most often in the signature Monogram and signature typography,appears dignified and reserved, signifying highquality and suggesting the traditional character of the Company.

Laser Red,* the color used in the Laser Line, is abright, strong color, suggesting the liveliness ofentrepreneurial enterprise. These colors are preferred in graphic signatures displayed againstwhite or very pale grey backgrounds.

When other colors are needed in backgrounds oras color accents, they may be selected from thethree GE color palettes shown at the left.

Note: Because of the color reproduction limitations of video monitors and laser printers, a video display or laser print of the GE colorsdoes not establish visual standards for offsetmatch-color reproduction. Those standards arethe offset-printed document 560, Color Samples,available from the GE Identity Website or Hotline.

continuedGE Grey & Metallic Color Palette

GE Bright Color Palette

GE Dark Color Palette

Laser Red*

Platinum Grey*

* When match color is usedin lieu of Platinum Grey and Laser Red, you may use• PANTONE®† 423 (for stationery, PANTONE 424) and PANTONE Red 032, thestandards for which are shownin the current edition of the PANTONE Color FormulaGuide 1000 • Toyo Printing Inks CF 8644and CF 8098, the standards forwhich are shown in the currenteditions of the Toyo Ink ColorFinder

The alternative specificationsprovided here are not equiva-lent to the corporate colorsnor equivalent to each other.They are merely acceptablealternative specifications whenthe corporate colors are notavailable.

The colors shown and speci-fied in this document are notintended to match the PANTONEColor Standards or the ToyoPrinting Inks Colors. PANTONEColors are not equivalent toToyo Colors.

† PANTONE® is a registeredtrademark of Pantone, Inc.

When four-color process is used,you may use• for Platinum Grey, 40 percent black (minimum 133-line screen)• for Laser Red, solid magenta/yellow

When a standard line color is used, for Laser Red you may use the Association of Advertis-ing Agencies of America colorstandard, AAAA/ABP SecondColor Red.

Summary of Color, continued 315.21


Rule One:Reproduce the Mono-gram so the letters/curlicues are lighterthan the field.The letters/curlicuesare never darker thanthe field.

To ensure correctreproduction, use the correct positiveor reverse Monogramin GE Logo Font,a custom font thatcontains, instead ofthe alphabet, all ver-sions of the signatureand Dynamic Mono-grams. It is availableto all GE employeesand their suppliersfrom the GE IdentityWebsite or Hotline.(For more informa-tion, see document382, GE Logo Font.)

For more informa-tion, see document132,Color.

Using Other ColorsOther colors may be used in promotional applications such as brochures, product literature,tradeshow exhibits, packaging, point-of-sale displays, and novelties. Such colors help to differentiate GE brand promotional materialsfrom each other and from those of competitors.

• Use other colors in the background.Use the selected color in a bar, band, or full-bleed background and

- against dark backgrounds, use the reverse Mono-gram and reverse the graphic signature in white

- against bright backgrounds, either · use the reverse Monogram and reverse the signature in white (as for dark backgrounds)· use the positive Monogram and overprint thesignature in black (with either the backgroundcolor or white in the letters/curlicues)whichever maintains the stronger contrast

• When selecting other colors, use any appropriatecolor, including those from the GE color palettes.

Other Guidelines

• When reversing any element of a graphic signa-ture from a background color, the color of thepaper stock appearing in the signature elementsshould be white, off-white, or very light grey.(Note: In applications such as shipping cases andcartons, where the paper stock is kraft colored,signature elements may be reversed from a colored bar, band, or background, provided theselected color is strong enough to contrast withthe kraft color and maintain high legibility.)

• When using colored paper stock, use the positiveMonogram and overprint the entire graphic sig-nature in black. If the paper stock is a very lightcolor or a very light grey, the entire signaturemay be overprinted in Platinum Grey, if desired.

• When using color in the Dynamic Monogram,follow the guidelines in document 134, DynamicMonogram, page 02.

• In all applications, provide your supplier with a color sample and specify that the color be visually matched. Document 560, Color Samples —offset-printed samples of the corporate colorsand all colors in the GE color palettes — is avail-able from the GE Identity Website or Hotline.

Using Corporate ColorsThe corporate colors help to establish a consis-tent appearance among communications thatpertain to the Company, its facilities, and itsproperty. These colors are used in permanentmedia such as stationery, facility signs, and vehicles. Any time they are used, the corporatecolors strengthen the GE identity.

• Use the corporate colors in graphic signaturesagainst white, off-white, or very light grey back-grounds.

• As an alternative, use the corporate colors in thebackground and reverse the graphic signature inwhite or overprint it in black.

When Using Platinum Grey:• In graphic signatures, use Platinum Grey in any sig-

nature element. In the Monogram, use PlatinumGrey only in the field (including the outline circle) and use only white in the letters/curlicues.

• In other layout elements, use Platinum Grey as desired.

When Using Laser Red:• In graphic signatures, use Laser Red in the Laser

Line only. Do not use Laser Red in other signa-ture elements.

• In other layout elements, to preserve its uniquenessin the Laser Line, do not use Laser Red in otherfine lines. Instead, use Laser Red in other well-differentiated elements such as heavy lines, bars,bands, and backgrounds, if desired.

g e e e e

g Gg Gg Gg Gg

e g e e e

e g g g g

Summary of the Dynamic Monogram

As graphic support in place of a photograph, illustration, or thematic graphic, a portion of the Monogram may be used—but only one of theauthorized drawings shown at the left:

• the one-quarter version, bleeding only right

• the three-quarter version, bleeding left or right

• the horizontal version, bleeding left or right

continued

315.30


dv a

c

x

e

Go to GE Businesses page.

GE Capital Services: Our business is helping yours.®

GE Capital Services business is helping other businesses succeed. We provide the services thatgive businesses an advantage—more productivity, more efficiency—in whatever they do. GE Capital’s financing activities span the world through an aggregation of highly focused nichebusinesses. Our products and services—such as financing, leasing , and loan servicing—give ourcustomers greater financial and operating flexibility, which they can translate into competitiveadvantage.

• Products & Services for• Families & Individuals

• Dollar Sense Quarterly• Business & Industry

• Business Directory• Typical Document• Excerpt from GE Annual Report 1993• Excerpt from GE Annual Report 1994

aOur business is helping yours.®

GE Capital Services


315.31Summary of the Dynamic Monogram,continued

The Dynamic Monogram is reproduced• large• bleeding off the format• in a subtle color of low contrast to the background

When correctly reproduced as described aboveand shown in the examples on this page, theDynamic Monogram suggests the Company is toodynamic to be contained.



Also Servicing

GE AircraftEngines

Gg

g

v e GE Interest Plus

Staying in Touch

June 1995

The Benefits of Family Member andCustodial Accounts

Family Member Accounts“Can my parents open a GEInterest Plus account?” is oneof the most frequently askedquestions of our customer ser-vice agents. The answer is“yes.”

Any member of your familycan open a GE Interest Plusaccount. In fact, over 9,000family accounts have alreadybeen opened to take advan-tage of our higher interestrates, no up-front sales fees orcommissions, easy access tofunds, and free check writing.

GE Interest Plus

Money Market Mutual Funds 5.66%

Three Month Bank CDs 4.34%

Bank Money Market Funds 3.51%

Accounts over $50,000 6.49%

Accounts up to $50,000 6.22%

Accounts up to $15,000 5.96%

For current GE Interest Plus rates call 1-800-433-4480

Compound yields as of 4/25/95.Bank and Money Market rates perThe Wall Street Journal.

GE Interest Pluspays you more!

Custodial AccountsOpening a custodial accountfor a child, grandchild orother minor is a great way tointroduce young people to thejoys of saving. Custodialaccounts can also be an excel-lent way to save on taxes.Under the Uniform Gift toMinors Act, the first $600 of aminor's unearned income(interest and dividends) is taxexempt. The age limit of aminor is 18 or 21 dependingon the state—please consultwith a tax advisor.

How to open a Family Member orCustodial Account

On the back of this newsletteris an Application for those wishing to open an Individual,Joint, Custodial, or Trustaccount. Simply complete, signand mail it, along with a checkfor your initial investment, inthe postage paid envelope.

Or if you’d like to receive acomplete GE Interest Plus sign-up package which alsoincludes a Q&A booklet andprospectus, or would like us tosend one to someone else,please call us at 1 800 433-4480from 8:30 am to 7:00 pm EST.

$25 Sign-Up Bonus Open a GE Interest Plus familymember or custodial accountby December 31, 1995, and we’llcredit the new account with a$25 sign-up bonus!

It’s our way of saying thanksand welcome!

(Please note: one bonus persocial security number).


315.40Summary of Asymmetry

To further the communication of dynamism,design elements within a given format arearranged asymmetrically. Even in graphic signa-tures, the elements are not centered in relation toeach other. Likewise, in a given format, all designelements—headlines, text blocks, and graphic support such as photographs, illustrations, thematicgraphics, or the Dynamic Monogram—should bearranged to create an asymmetrical balance.

For more examples of this design principle, see document 200, Application Standards.

F 1 1 0

The performance and future of the F404knows no bounds. In fact, the world stand-ards for fighter/attack engine reliability main-tainability and operability are being set byF404s. Proven in the F-18s of four nations at16,000 pounds of afterburning power…andin 18,000 pound thrust and non-afterburningderivatives developed for advanced fighter/attack aircraft. And a more advanced 20,000pound core engine has already been testedfor advanced F404 missions into the 21stcentury. F404s...setting new standards ofexcellence, now and far into the future.

PROVENPOWER


e


CAA

eGE Power Delivery

Model: TM-91

Featuring:• Programmable Calendar• Time and Date Displays• Disk Sensing Optics• Test Mode• Liquid Crystal Display

To make the best use of the GE Identity Program,think of a graphic signature as a fundamental andintegral part of a layout. It is not an independentor self-contained element that can be slapdashedonto a layout.

315.50


Tying It Together:Using Graphic Signatures in Layouts

GE Identity Program

g








• establishing, maintaining, enhancing, and protectingvaluable trademark rightsG

raph

ic.

Sign

atur

es. .














g


When using graphic signatures, follow these general guidelines:

• Use an underlying grid to- structure the placement of all layout elements- vertically align signature elements with other

layout elements- horizontally stretch the signature across the

format

continued

Tying It Together:Using Graphic Signatures in Layouts,continued

• Create an asymmetrical balance in the layout:- Avoid symmetrical layouts. - Place the signature so that neither it,

in its entirety, nor the signature Monogram is centered in the layout.

315.51


For example, on a brochure cover, stretch thesignature across the top of a five-column grid.

· Align the signature Monogram at the left margin.· Align the signature typography flush left in a

grid column to the right of the Monogram.· Bleed the Laser Line left off the format.

In an advertisement, stretch the signature acrossthe bottom of a three-column grid.

· Align the entire signature in the right column.· Extend the Laser Line left to align at the left

margin (or bleed left off the format, if possible).

continued

e

CAA

GE Aircraft Engines



new lease on life.
























NAME____________________________________

TITLE____________________________________

COMPANY________________________________

CITY_____________________________________

STATE_____________________ZIP____________

PHONE___________________________________

g

Tying It Together:Using Graphic Signatures in Layouts,continued

• Use graphic signatures in all media. With fewexceptions, graphic signatures are required in all applications—from advertising, brochures, product literature, point-of-sale displays, directmail, and novelties to stationery, facility signs,and vehicles. For guidelines on using graphic signatures in specific media, see document 200,Applications Standards.

• In all media, construct graphic signatures according to the drawings and guidelines presented in this document on page 05 and ingreater detail in document 131,Graphic Signatures,pages 11 to 18.

315.52


• Keep graphic signatures separate and distinctfrom other elements used in the same format.The minimum clear space separating and surrounding the signature elements (shown inthis document on page 05 and in greater detailin document 131, Graphic Signatures, pages 11, 13,15, and 17) always may be larger but never smaller.

• Reproduce graphic signatures in correct colorsas explained in this document on page 20 and ingreater detail in document 132, Color.

• Do not use graphic signatures in headlines or text.When the names, words, or phrases used in agraphic signature are required in a headline ortext, typeset them in the same style and size asthe surrounding copy.

• Do not use signatures (or the Monogram alone)in illustrations or photographs unless the usemerely

- records an actual program application (such as aphotograph of a Company product, brochure,sign, or vehicle)

- demonstrates a proposed program application (such asan illustration of a new Company product or sign)

• Do not use the Monogram (or a graphic signature)to make a border, background pattern, or objector for any decorative purpose.

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Happy HollyDays

Get the “Go!”with GE.

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under-cabinetsmall appliances.

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Reproduction Materials

The following reproduction materials are available from the GE Identity Website or Hotlineto all GE components, licensed affiliates, andtheir suppliers:

315.60


• GE Logo Font (item 551), custom fonts for Windows and Macintosh computers, includingall versions of the

- signature Monogram- Dynamic Monogram- linear Dynamic Monogram

(For information on using this computer font,see document 382, GE Logo Font.)

• signature Monogram grid drawings (item 540),laser-printed drawings used in large-scale manualenlargement, including

- positive- reverse

• color samples (item 560), offset-printed sheetsused to establish visual standards for match colorreproduction, including one uncoated and one coated sheet of

- Platinum Grey- Laser Red- GE Grey & Metallic Color Palette- GE Dark Color Palette- GE Bright Color Palette

forA

ffilia

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These guidelines apply to the names and graphicidentifiers used by GE affiliates. For the purposeof this document, an affiliate is an independentlegal entity that is separate and distinct from GE,in which GE holds a direct or indirect ownershipinterest, including

• acquired affiliate, an existing business in which GE acquires an ownership interest

• created affiliate, a business that GE alone starts

• joint venture affiliate, a business that GE and oneor more business partners start

Affiliates licensed to use the GE trademarks areentrusted with a valuable property. They sharewith GE an opportunity and responsibility toenhance the value of this property—to preserveand strengthen the unique attributes of the GE trademarks.

The key to protecting and enhancing the value of the GE trademarks lies in their correct andconsistent use by everyone in all applications.We benefit from others’ correct use, and they in turn benefit from ours. Working together touphold a common set of standards, all users ofthe GE trademarks help to preserve and enhancetheir value.

For GE employees, this document provides anintroduction to the correct use of the GE trade-marks and outlines what is expected of licensedaffiliates.

For acquired affiliates and joint venture affiliates,separate documents excerpted from this guideexplaining GE requirements are available.Detailed guidelines controlling the GE graphicsystem in all applications appear in the comprehensive set of documents, GE Identity Program Standards & Guidelines, available fromthe GE Identity Website or Hotline.

GE Identity Program

g

341 Revised2000.10

GE Identity Program 341, Name & Trademark Practices for Affiliates GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Name & Trademark Practices for Affiliates

Contents

341.01

Introduction 341.02

“Winning Combinations” 341.03

GE Identity Overview 341.10

GE Graphic System 341.11

Summary of Graphic Identifiers 341.15Used by Licensed Affiliates

Created Affiliates 341.17

Acquired Affiliates 341.20Naming Process Overview 341.21Five-Level Naming Scheme 341.22Naming Decision Tree 341.24Industry Issues Research, 1986 341.26Naming Process outside the U.S.A. 341.27

Joint Venture Affiliates 341.30Graphic Identifiers 341.31Joint Marks 341.32Use of GE Trademarks 341.36in Marketing Applications

(Revised 2000.10)

These standards apply to joint ventures licensed to

use the GE name and/or trademarks. For the pur-

pose of this document, a joint venture is an inde-

pendent business entity jointly owned by GE or one

or more partners who cooperate in managing it.

As a licensee of the GE trademarks, you are

entrusted with a valuable property. You share with

GE and its other licensees an opportunity and

responsibility to enhance the value of this prop-

erty—to preserve and strengthen the unique attrib-

utes of the GE trademarks.

The key to protecting and enhancing the value of

the GE trademarks lies in their correct and consis-

tent use by everyone in all applications. You benefit

from others’ correct use and they in turn benefit

from ours. Working together to uphold a common

set of standards, you and all other users of the GE

trademarks help to preserve and enhance their value.

This document provides an introduction to correct

use of the GE trademarks and outlines what is

expected of all joint ventures licensed to use the

GE name and/or marks. Detailed guidelines con-

trolling the GE graphic system in all applications

appear in the GE Identity Program Standards & Guide-

lines. This comprehensive set of documents is avail-

able from the GE Identity Website or Hotline.

GE Identity Programg

Join

tVen

ture

Affil

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Introduction 341.02

The purpose of this guide is to help you beforeyou negotiate a licensing or other trademarkagreement—and whenever possible, before younegotiate the initial business alliance—to determinethe most appropriate and preferred

• name• graphic identifier

for any contemplated• acquired affiliate• created affiliate• joint venture affiliate

In addition, these guidelines provide a generalindication of how the GE name and trademarksmust be used in licensee applications such as stationery, signs, vehicles, product promotion,and advertising.

The growing number of business alliances with different marketing strategies requires a varietyof graphic identifiers that relate the names andtrademarks of business partners to those of GE.Each of these names and identifiers must

• optimize the visibility of the GE name and/or trade-marks in view of specific market conditions For example, in many cases it is desirable forthe GE name and trademarks to predominate,but under some circumstances, they are not usedat all—optimum visibility is invisibility.

• meet the requirements of sound trademark practiceTrademarks and service marks are protected inthe United States by continued and proper use,as well as official registration. (Registration of amark in the U.S. Patent & Trademark Officeestablishes certain procedural rights in the markand, in the case of a dispute, makes it easier todefend exclusive rights.) It is imperative that weuse the marks correctly ourselves and make surethat licensees and others authorized to use themalso understand and practice proper use.

By following the guidelines contained here, you not only help achieve optimum visibility for the GE name and trademarks, you also helpensure correct and consistent trademark use bylicensees, which in turn helps protect the marksand enhances their value.

You can help prospective partners understandGE’s requirements by

• discussing the preferred identification for a proposed alliance early in negotiations with theother companyTo avoid misunderstanding, before negotiatingthe details of the alliance,

- determine the best name and identifier, using this guide- obtain legal and management approvals as defined

in document 123, Trade Names, Trademarks, & the GE Identity Program

• providing your prospective partners with theexcerpts from this document prepared especiallyfor themSeparate booklets, one for each type of businessalliance, as shown at the left, are available fromthe GE Identity Website or Hotline.

Acqu

ired

Affi

liates

These standards apply to affiliates licensed to use

the GE name and/or trademarks. For the purpose

of this document, an affiliate is an independent

business entity that is directly or indirectly con-

trolled by GE or one of its components or affiliates.

As a licensee of the GE trademarks, you are

entrusted with a valuable property. You share with

GE and its other licensees an opportunity and

responsibility to enhance the value of this prop-

erty—to preserve and strengthen the unique attrib-

utes of the GE trademarks.The key to protecting and enhancing the value of

the GE trademarks lies in their correct and consis-

tent use by everyone in all applications. You benefit

from others’ correct use and they in turn benefit

from yours. Working together to uphold a com-

mon set of standards, you and all other users of the

GE trademarks help to preserve and enhance their

value.

This document provides an introduction to correct

use of the GE trademarks and outlines what is

expected of all affiliates licensed to use the GE

name and/or marks. Detailed guidelines control-

ling the GE graphic system in all applications

appear in the GE Identity Program Standards & Guide-

lines. This comprehensive set of documents is avail-

able from the GE Identity Website or Hotline.

GE Identity Program

g

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e&Tr

adem

ark

Prac

tices


Winning Combinations 341.03

We live in an age of alliances. In an era of rapidchange and uncertainty, relationships in which twoparties agree to “share to gain” help meet the needfor growth while minimizing risk.

This is especially true at GE, where a global growthstrategy has led to a growing number of acquisitionsand joint ventures.

These alliances offer several benefits. They enablepenetration into a new market, permit expansionwithin a current market, add new technology tostrengthen the Company’s position in a currentoffering or to extend a product line, or offer somecombination of these benefits.

One factor that can play a significant role in theachievement of these strategies is the alliance’s useof the GE name and Monogram. By using these elements appropriately, the new venture can takemaximum advantage of GE’s image of quality andreliability and gain immediate recognition andhigh awareness in the marketplace, substantiallysharpening the organization’s competitive edge.

Because they are an integral part of a new organiza-tion’s business and marketing strategy, decisions on GE name and trademark use should be madeearly in the organization’s development.

GE has developed practical directions for namingcreated, acquired, and joint venture affiliates. In all cases, the goal is to enable use of the GE

identity in ways that contribute to the organiza-tion’s marketing strategy, while preserving thevalue of the GE trademarks.

continued

For new business alliances, the right name and identity can provide an important competitive edge.

Edited excerpts from an article originally publishedin GE Design Matters 2, spring 1989.

eGE Fanuc Automation

gGE Medical Systems

gBG Automotive Motors

GE-Fuji Electric

GE Capital Fleet Services

g

e

FANUC


Winning Combinations, continued 341.04

A good example of the benefits of alliances is GE Fanuc Automation. When GE decided to enterthe programmed logic control (PLC) market, itfaced fierce and entrenched competition. What theCompany needed was a solid product that could bemanufactured economically and efficiently andthat had a strong presence in a marketplace out-side the U.S.A.

Japan’s Fanuc had the right product and was a vitalplayer in the Asian marketplace, but it needed apresence in the United States and an American-trained sales force.

So the two companies formed a joint venture affiliate called GE Fanuc Automation. “It’s a classicexample of our ‘share to gain’ approach,” says BobMagielnicki, then of GE Fanuc in Charlottesville.“We shared our sales force and a piece of the U.S.market, and we gained technological know-howand the products we needed to extend our productline.

“We considered the name and identification veryearly in the negotiations,” Magielnicki says. “Theequity in both names is powerful. It was extremelyimportant that we preserve both partners’ identities, while establishing a new identity for the business partnership we were building.”

To do this, the companies developed a joint markthat combines the GE Monogram with the Fanuclogo in a graphic signature. The Fanuc logo (blockletters inside a rectangle) is positioned alongsidethe Monogram inside a square with the name “GE Fanuc Automation” in the signature typography.The Laser Line is underneath, and Fanuc’s corpo-rate colors are maintained on promotional items.

“One of the advantages of a joint venture is thateach partner draws from the other’s strong points—‘share to gain,’” says Magielnicki. “Our logo isthe physical embodiment of this union of the twocompanies.”

continued

GE Fanuc Automation

e FANUC



Another area of corporate growth is medical systems, which received a solid shot in the armwhen GE acquired CGR from Thompson of France.

During the period of integrating CGR, a transitionalsignature was adopted. “CGR is a key player in medical systems in Europe and is among the lead-ing manufacturers of mammographic and X-rayequipment worldwide,” says Bob Filip, then Manager – Marketing and Sales Communications,GE Medical Systems. “Its reputation was so strong,we had to preserve its visual identity until our mar-ket became familiar with GE.”

The transitional signature incorporated the typog-raphy and color of the CGR logo and used CGROrange instead of Laser Red in the Laser Line.

It also used “General Electric CGR,” not “GE CGR.”

“The name ‘GE’ wasn’t widely recognized inEurope,” Filip explains, “and ‘General Electric’ wasbetter known. So you play to your strengths. Thecombination of ‘General Electric’ and the existingCGR logo was a good starting point for our newoperations.”

After a few years, the signature was changed to conform to the GE Identity Program standards.Today the company is known as GE Medical Systems,that name is used in the graphic signature, and theLaser Line is Laser Red.

Another of GE’s joint ventures is with Germany’sRobert Bosch GmbH, a leader in automotive technology.

Although GE is a respected and successful companyworldwide, it was not as well known as a motor supplier in the automotive industry as was Bosch.

Gary Martin of GE Motors in Fort Wayne, Indiana,who heads the new venture, explains, “We wantedto call ourselves GE–Bosch, but some felt that namewould dilute the Bosch trademark by implying that the two companies had merged.” The resultingcompromise uses “B” for Bosch and “G” for General Electric, and the joint venture is called BG Automotive Motors.

“The important thing,” Martin says, “is the signature.The name is in the middle, with the Monogram onthe left and the Bosch logo on the right. As long asthe Monogram is used prominently,” Martin notes,“we won’t lose recognition. Our signature gives usthat instantly. Consequently, the signature helps uspenetrate a market in which we’re not perceived asthe leader; it gives us entree into important Euro-pean markets; and it preserves our partner’s iden-tity, which they value fully as much as we do ours.”

continued

gGE Medical Systems

gBG Automotive Motors

gGeneral Electric



Similar benefits accrued when GE and Fuji joinedforces to market low-voltage circuit breakers in theMiddle East and Southeast Asia.

“GE has good presence in the Middle East, and Fujiis strong in Southeast Asia,” says John Riddle of GE-Fuji. “Neither is dominant in its marketplace, so the alliance made a lot of sense for both parties.”“Furthermore, this venture allows us to sourcewhere necessary to ride with the ups and downs of various currencies.”

To designate the alliance, the venture uses a joint mark combining the Monogram in a squareand the Fuji Electric logo in a rectangle in a graphic signature. The signature typography contains thename “GE-Fuji Electric.” This approach capitalizeson the recognition of both companies in theirrespective markets.

The value of the GE brand is also important to affiliates. “GE Capital Fleet Services” is the communicative name for a wholly owned affiliateof GE Capital.

The company is composed of three fleet-leasingfirms—Kerr Fleet Leasing, D&K Financial Corporation, and Gelco Corporation—acquired by GE over the past few years.

Fleet Services then-President Jim Rogers notes,“Our communicative name is a powerful asset. Itgives us instant recognition and shows we have thefinancial strength of GE behind us.”

For GE Capital Fleet Services, as for GE’s othernew alliances, the use of the GE identity strengthensits marketing position and improves its competitiveedge.

That puts the value of the brand where it ought to be—on the bottom line.

gGE Capital Fleet Services

GE-Fuji Electric

e


The primary GE trademarks are the letters “GE” in the form of

• the Monogram• block letters

as shown at the left.

General Electric Company uses these forms as• trademarks to identify its products and services

(for example, in marketing applications such aspackaging and advertising)

• a trade name to identify itself as a distinct businessentity (for example, on letterheads) and toidentify its facilities (on signs) and other property(vehicles). Also, GE commonly uses the trade-marks as a trade name in product and advertisingcopy, as in the sentence, “For over 100 years, GE has served the electric power industry.”


In 1987, GE introduced an identity program built around the primary GE trademarks. The program includes a number of features:

New names help to communicate the Company’sintegrated diversity clearly and concisely.

A graphic system featuring new signatures, typography, and colors (see page 11) helps tocommunicate GE’s attributes of dynamism andinnovation while preserving reliability and quality.

Reliability and quality are conveyed by

• continuing use of the Monogram, a 100-year-oldsymbol that is familiar and trusted

• standardizing the color of the Monogram to Platinum Grey, creating a classic and distinguishedpresentation

• using a serif typeface, ITC New Baskerville, suggesting traditional qualities

Dynamism and innovation are conveyed by

• using a signature that provides a contemporaryenvironment for the Monogram; the graphic signature features

- the Laser Line, suggesting high technology - the italic typeface Univers, suggesting forward

movement - an asymmetrical layout, conveying movement with

its visual tension

• selectively using a portion of the Monogram on a large scale—the Dynamic Monogram—suggest-ing that the brand is too dynamic to be contained

Application standards controlling the use of thegraphic system in all media help to simplify,modernize, and unify all communications.

GE Identity Program documents containing basicstandards and application guidelines assist in theimplementation of the program and help protectthe value of the GE identity.

Note: Correct trademark practice requires thatlicensed affiliates use the GE graphic system asspecified in

• the appropriate excerpt of this internal document:- 342, Acquired Affiliates Name & Trademark Practices- 343, Joint Venture Affiliates Name & Trademark

Practices

• GE Identity Program Standards & Guidelines

These documents are available from the GE Identity Website or Hotline.

gGE


The graphic signature is the fundamental visualdevice used in the GE graphic system. It consists of

• the Monogram trademark• signature typography (Univers 68 and, if needed,

Univers 48; as an option for product names, ITC

New Baskerville Italic)• the Laser Line

The message in the signature typography mayvary, depending on the application. Shown at theleft are typical signatures containing a

• communicative name• generic product description• secondary word mark

For flexibility, in addition to the primary signa-ture (shown), two other basic arrangements ofthe signature elements are available: the compactand the vertical signatures (not shown).

Program typography, the typefaces and theirstandard specification in applications, includes

• ITC New Baskerville series for all headlines and text• Univers series for typographic accents such as

captions and page numbers

Program colors include• Platinum Grey, black, or white for the Monogram

and signature typography; other colors are usedin the background, and the signature elementsare reversed in white or overprinted in black

• Laser Red, Platinum Grey, black, or white for theLaser Line; no other color may be used

Asymmetry is a fundamental layout principle inall applications; a graphic signature is alignedwith other elements to create an asymmetricalbalance, as shown in document 200, ApplicationStandards.


Note: Only the followinglicensees use the GE graphic system:

• created affiliates

• acquired affiliates usinglevel 1, 2, or 3 names andgraphic identifiers

• joint venture affiliatesusing level 1 or 2 graphicidentifiers and those that usethe optional signatures (withonly a signature Monogram) in marketing applications (see pages 36 to 39)

gGE Fanuc Automation

gMicrowave Oven

gSpacemaker TM

Monogram Laser Line Signature Typography


Platinum Grey Laser Red

ITC New BaskervilleITC New Baskerville ItalicITC New Baskerville BoldITC New Baskerville Bold Italic


Created Affiliate an independent legal entity, separate and distinctfrom GE, that GE alone starts and in which GE

maintains a direct or indirect ownership interest

See page 17.

Acquired Affiliate an existing business in which GE acquires a director indirect interest, which remains an independentlegal entity, separate and distinct from GE

See pages 20 to 27.

continued

Summary of Graphic Identifiers Used by Licensed Affiliates

341.15

This and the nextpage show the rangeof graphic identifiers(using GE nameand/or Monogramalone or with anothercompany’s nameand/or mark) used toidentify each kind ofbusiness relationship.

Graphic Identifier

gGE Capital Services

Note: Some examples arehypothetical. No recommendation is impliedregarding the identification of a specific business.

gGE Reinsurance

gGE Employers Reinsurance

gEmployers Reinsurance

Employers ReinsuranceGE Capital Services

Employers Reinsurance

Business Relationship


Business Relationship

Summary of Graphic Identifiers Used by Licensed Affiliates, continued

341.16

Graphic Identifier

Joint Venture Affiliatean independent legal entity, separate and distinctfrom GE, that GE and one or more business partners starts, in which GE holds a direct or indirect ownership interest

See pages 30 and 39.


gGE-Other Company

gP&G Power Systems

FANUC

GE Name & Other Company Name

POWERS

Note: Some examples arehypothetical. No recommendation is impliedregarding the identification of a specific business.

eFactoBots Automation

FANUC

Created Affiliates 341.17

Normally, an affiliate created by GE is namedand identified like a GE business component.

Thus, a created affiliate

• uses a communicative name consisting of the name “GE” combined with a succinct, clear, and accurate generic description of the primaryproduct or service provided by the affiliate

• uses a graphic signature (containing the Monogram,signature typography, and the Laser Line) as itsidentifier

• fully participates in the GE Identity Program,following all program standards and guidelines

For more information on

• developing and using business componentnames, see document 301, Component Names

• constructing and using graphic signatures, seedocument 131, Graphic Signatures

• developing program applications, see document200, Application Standards


gGE Capital Services


Acquired Affiliates 341.20

These guidelines apply to acquired affiliateslicensed to use the GE name and/or trademarks.

You can help prospective partners understandGE’s requirements by

• discussing the preferred identification for a proposed alliance early in negotiations with theother company

To avoid misunderstanding, before negotiatingthe details of the alliance



• providing your prospective partners with theexcerpts from this document prepared especiallyfor them: document 342, Acquired Affiliates Name& Trademark Practices, shown at the left and available from the GE Identity Website or Hotline

Acqu

ired

Affi

liates

These standards apply to acquired affiliateslicensed to use the GE name and/or trademarks.For the purpose of this document, an affiliate is anindependent business entity that is directly or indi-rectly controlled by GE or one of its components oraffiliates.

As a licensee of the GE trademarks, you areentrusted with a valuable property. You share withGE and its other licensees an opportunity andresponsibility to enhance the value of this prop-erty—to preserve and strengthen the unique attrib-utes of the GE trademarks.

The key to protecting and enhancing the value ofthe GE trademarks lies in their correct and consis-tent use by everyone in all applications. You benefitfrom others’ correct use and they in turn benefitfrom yours. Working together to uphold a com-mon set of standards, you and all other users of theGE trademarks help to preserve and enhance theirvalue.

This document provides an introduction to correctuse of the GE trademarks and outlines what isexpected of all affiliates licensed to use the GE

name and/or marks. Detailed guidelines control-ling the GE graphic system in all applicationsappear in the GE Identity Program Standards & Guide-lines. This comprehensive set of documents is avail-able from the GE Identity Website or Hotline.

GE Identity Program

g

Nam

e&Tr

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ark

Prac

tices

Document 342, AcquiredAffiliates Name & TrademarkPractices, contains excerptsfrom this document.

To help your prospectivepartners understand GE’sexpectations, give them document 342 early in yournegotiations.

You can obtain an AdobeAcrobat PDF file or prints ofthe document from the GEIdentity Website or Hotline.

Acquired AffiliatesNaming Process Overview

341.21

To help determine the best name and identifierfor an acquired affiliate in the United States, the GE Identity Program provides GE employeeswith these tools:


In a separate document:

Trad

emar

ks,

Trad

eNam

es,

123

GE Identity Program

g

Our name is widely accepted as one of our mostvaluable assets. Along with the Monogram andGE graphic system, it comprises our identity—the visual representation of our Company andour licensed affiliates.

The Monogram is also our primary trademark.The Company and its trademark licensees usethe Monogram, slogan, and GE graphic system to identify the GE brand of products and servicesthroughout the world.

Exceptional recognition has been developed for • the legal name, “General Electric Company”• the GE communicative trade names: - “GE”- “General Electric”- the Monogram• the primary GE trademarks:- the Monogram- the block letters “GE,” normally used with the

word “brand”- the slogan “We bring good things to life.”

Consistent and clear use of these and our otheridentity elements give the Company and the GE brand important advantages by ensuring that

• the Company’s image reflects our competitivestrengths

• the GE brand continues to reflect the attributesfor which it has become well known

Therefore, proper use of the GE communicativetrade names, trademarks, and graphic systemmust be an integral strategic part of our approach—and that of all our licensees—to all markets.

Note: This procedure pertains only to primary GE trademarks and names. It does not present detailedguidelines for

• GE’s secondary trademarks,such as Lexan

• GE’s primary trademarks specific to a GE business, such as Hotpoint

• the names or trademarksused for primary identifica-tion by affiliates, such as NBC

All GE business componentsand affiliates using GE’s secondary trademarks andprimary trademarks specificto a GE business must providepolicies and procedures thatwill ensure the protection ofthose valuable assets. Infor-mation on all applications,registrations, and licensescovering these trademarksmust be provided in a timelymanner to Corporate Trade-mark Counsel for inclusionin the centralized database.

&th

eGE

Iden

tityP

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Revised2000.05


Acquired Affiliates Five-Level Naming Scheme

341.22

The acquired affiliate naming process is built ona five-level naming scheme. As described on thisand the next page, it provides a complete rangeof communicative name options, each with distinct communication opportunities, limitations,and implications for both GE and the affiliate. At each level, a precise degree of associationbetween GE and the affiliate is established in theaffiliate’s communicative name. It is this associa-tion, and hence the visibility of GE through affiliate communicative names, that this namingprocess determines.

Naming Level 1: GE + Generic Name This is the highest level of identification, havingthe strongest association with GE. The acquiredaffiliate is known by the name “GE” combinedwith a succinct, clear, and accurate genericdescription of the primary product or serviceprovided by the affiliate. This form of naming isidentical to that used by almost all GE components.

At this level of naming, an acquired affiliate• uses a graphic signature (containing the Monogram,

signature typography, and the Laser Line) as itsidentifier


Naming Level 2: GE + Proper Name or Communicative Name When it is beneficial to highlight the acquiredaffiliate’s name and a lesser degree of associationwith GE is desirable, this second level of namingis appropriate. Here the name “GE” is combinedwith the existing communicative name of theacquired affiliate.




A primary purpose of the GE IdentityProgram—and thusthe acquired affili-ates namingprocess—is to link the name“GE” with words thatdescribe the Com-pany’s competenciesor capabilities,particularly thosethat enhance the perception of GE

as innovative anddynamic. Generally,then, the acquiredaffiliate namingprocess encourageslinking GE with itsaffiliates, but it alsoconsiders the exter-nal variables thatinfluence the degreeto which a particularaffiliate should beassociated with GE.

Note: The acquired affiliates naming processassumes that GE controls the affiliate’s use of thename “GE” through a license agreement. Wherea level of control satisfactory to GE is not assured,GE may establish different rules for using the GE

name and/or trademarks.

Naming Level 3: Monogram EndorsementWhere only a strong visual association is desirable,the acquired affiliate’s existing communicativename may be used in a graphic signature featuring the Monogram.

Like acquired affiliates using names at higherlevels, an affiliate using a level 3 name

• uses a graphic signature (containing the Monogram,signature typography, and the Laser Line) as its identifier


Naming Level 4:GE Verbal EndorsementWhere only a verbal association is desirable, the acquired affiliate’s existing identifier carriesa reference to GE in a tag line. This tag line consists of only the communicative name of theGE business component or other affiliate havingprimary responsibility for the affiliate.

Acquired affiliates using only a verbal endorse-ment in their existing identifiers do not fully participate in the GE Identity Program. Theironly obligations are to

• incorporate the correct tag line (typeset in Univers 68according to the guidelines in GE Identity Program document 133, Typography, pages 02and 03) into their existing identifier and to usethat identifier with the tag line in all media

• use the communicative names of the Company andits components correctly in copy and conversation(according to the guidelines in GE Identity Program document 301, Component Names)

Naming Level 5: GE InvisibleIn cases where there is no benefit in associatingGE with an affiliate, the name “GE” is not part of the acquired affiliate’s name. Thus, neither averbal nor a visual connection is made betweenGE and the affiliate.

Acquired affiliates at this level retain their ownseparate identities and do not participate in the GE Identity Program.

continued


Acquired Affiliates Five-Level Naming Scheme,continued

Summary of Requirements

341.23

An acquired affiliate with a name at level 1,2, or 3

• uses a graphic signature containing the communicative name of the acquired affiliate

• creates signatures and develop applicationsaccording to the guidelines in the GE Identity Program Standards & Guidelines

• uses the acquired affiliate’s legal name to legallyidentify the affiliate

Note: A graphic signature does not take the placeof an acquired affiliate’s legal name. To theextent required to clearly identify an affiliate as a separate legal entity, an acquired affiliate’s legalname also should be used in applications: forexample, in an address block.

An acquired affiliate with a name at level 4 or 5

• retains its original identifier

• does not develop applications according to theguidelines in the GE Identity Program Standards & Guidelines

Naming Level 1:GE + Generic Name

Naming Level 2:GE + Proper Name orCommunicative Name

Naming Level 3:Monogram Endorsement

Naming Level 4:GE Verbal Endorsement

Naming Level 5:GE Invisible

Note: The examples arehypothetical. No recommendation is impliedregarding the name and identifierfor any specific affiliate.

gGE Reinsurance






Acquired Affiliates Naming Decision Tree,continued

341.25

Key

GE + Generic Name

GE + Proper Name

Monogram Endorsement

GE Verbal Endorsement

GE Invisible

Business Issues

2.Commitment

Industry Issues Name & Logo Issues Solution

4.PerformanceExpectations

5.Equity ofExisting Identity

6. Impact on GE

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Strong

Weak

Strong

Weak

Strong

Weak

Strong

Weak

Good / Average

Dynamic

Yes

Yes

No

No

Not Dynamic

Poor

Good / Average

Poor

2

5

1

5

3 4

5

2

5

3 4

5

2

5

3 4

5

2

5

5

5

3. Image Valueof Industry

1. Management Control

5

1

3

4

2


341.24

Research* shows that• GE enjoys high performance expectations in the

following industries:- electrical (lighting, appliances)- high technology (factory automation,

jet engines)- computer-related service- consumer electronics (video, audio)• GE has lower performance expectations in- financial services- entertainment (radio/TV, broadcasting, motion

pictures, publishing)

Examples Employers Reinsurance: poor expectations of GE

NBC: poor expectations

Step 5: Equity of Existing Identity Is the equity of the affiliate’s existing name andlogo strong or weak? The answer to this questioncan be derived from existing research conductedby the affiliate or management judgment on howwell known and valuable the existing identity is inthe marketplace. Is awareness of the name andlogo high? Is the name associated with a leader-ship position because of product and servicequality? What is the professional reputation ofemployees? What is the R&D stature?

ExamplesEmployers Reinsurance: strong equity NBC: strong equity

Step 6: Impact on GE

What is the impact on GE when the affiliate isassociated with the parent company? Is theimpact positive or neutral? Does the affiliate helpGE in the marketplace, or is the affiliate’s associa-tion of little consequence? If impact is positive orneutral, then follow the positive/neutral branch.If the affiliate might have an adverse impact on GE for any variety of commercial, public relations, or political reasons, then follow thenegative branch.

ExamplesEmployers Reinsurance: has positive or neutralimpact NBC: may have negative impact on GE and NBC,particularly in the area of news reporting

*See “Affiliates Industry Issues Research, 1986” on page 25.

Step 1: Management Control Does GE have control of the affiliate as definedin document 123, Trade Names, Trademarks, & the GE Identity Program? Does GE have the right to change the affiliate name? If the answer to any question is no, level 5 is the selected identification. If the answer is yes, continue to the next decision point.

ExamplesCoronet Industries: yes, GE controls (RCA affiliate) Employers Reinsurance: yes NBC: yes

Step 2: CommitmentIs GE committed to the affiliate as a business inthe future? Is there a strategy for the affiliate thatis growth or maintenance oriented? If there is nocommitment, then level 5 is selected. If a com-mitment exits, continue to the next decision point.

ExamplesCoronet Industries: no commitment (carpet company is not a fit)Employers Reinsurance: yesNBC: yes

Step 3: Image Value of IndustryIs the image of the industry that the affiliate competes in generally perceived to be dynamicand innovative? GE wants to associate itself mostprominently with affiliates that are in these typesof industries.*

ExamplesEmployers Reinsurance: low image value of financial services NBC: high image value of entertainment

Step 4: Performance ExpectationsHow well is GE expected to perform in the industry of the affiliate company? That is, whatare the general expectations for an industry category held by business decision makers andconsumers—not the expectations regarding a specific GE business or those held by its customers?

Acquired Affiliates Naming Decision Tree

The acquired affiliatenaming decision tree,shown on this andthe next page, is atool to help determinethe most appropriatecommunicative nameand identifier for GE

affiliates. Because itis not quantitativelybased, selection fromthe options requires subjective judgment.

Note: The acquired affiliatenaming decision tree is proprietary and is intendedfor GE only.

It is not in the companion docu-ment for prospective affiliates,342, Acquired Affiliates Name &Trademark Practices.

continued


Acquired Affiliates Industry Issues Research, 1986

341.26

Performance Expectations of GE Industries

These perceptions are based on responses fromgeneral consumer and business samples.They are not perceptions of a specific GE businessor GE customers.

Good/Average - lighting- major appliances- small appliances- motors- engineering services- turbines- electrical systems- communication satellites- computers/computer services- CAD equipment- publishing- factory automation/robotics- defense space systems- jet engines- nuclear- consumer electronics- telecommunications- computer software- computer timesharing

Poor- locomotives- plastics- credit and loans- banking- insurance- radio/television- motion picture production- newspapers/magazines

Image Value of Industries

Industries regarded as having a high image valuescore highly on the following attributes:

- aggressive - highly competitive- dynamic, growing - innovative- long-term investment value- high-technology company - creative

High Image Value(dynamic and innovative)

- aerospace- aircraft engines- communications- entertainment- industrial electronics- information services- medical systems

Low Image Value (lower in dynamism and innovation)

- appliances- construction engineering- construction equipment- financial services- lighting- materials- motors- turbines- nuclear services- transportation

More information on thesestudies is available fromManager – Corporate Identity GE Corporate Marketing 3135 Easton Turnpike Fairfield, Connecticut 06431

On the following pages of this document:

• “Acquired AffiliatesFive-Level NamingScheme,” pages 22and 23, explainingthe five options fornaming and identify-ing an acquired affiliate

• Document 123, Trade Names, Trademarks, & the GE Identity Program.

Before permitting anacquired affiliate toadopt any name orgraphic identifier, you must ensure that

- GE’s minimum ownership require-ments are met

- all required approvalsare obtained

- a written trademarklicense is approvedby Corporate Trade-mark Counsel

as set forth in docu-ment 123.

Thus, before pro-ceeding, obtain thisdocument from theGE Identity Websiteor Hotline and familiarize yourselfwith it, in particular“Appendix B: Licens-ing Procedure forAcquired Affiliates.”

• “Acquired AffiliatesNaming DecisionTree,” pages 24 and25, a succession ofquestions, theanswers to whichhelp limit the nameand identificationoptions for anacquired affiliate

• “Acquired AffiliatesIndustry IssuesResearch, 1986,”page 26, which canhelp answer the questions in theNaming DecisionTree

For guidelines on naming and identifyingacquired affiliates outside the United States, see page 27.



341.22










A primary purpose of the GE IdentityProgram—and thusthe acquired affiliatesnaming process—is to link the name“GE” with words thatdescribe the Com-pany’s competenciesor capabilities,particularly thosethat enhance the perception of GE












continued




341.23










GE ownership must begreater than 50%.






GE ownership must be at least 34%.


GE ownership may be any percentage.


gGE Reinsurance






341.24

Research* shows that• GE enjoys high performance expectations in the

following industries:- electrical (lighting, appliances)- high technology (factory automation,

jet engines)- computer-related service- consumer electronics (video, audio)• GE has lower performance expectations in- financial services- entertainment (radio/TV, broadcasting, motion

pictures, publishing)

Examples Employers Reinsurance: poor expectations of GE

NBC: poor expectations

Step 5: Equity of Existing Identity Is the equity of the affiliate’s existing name andlogo strong or weak? The answer to this questioncan be derived from existing research conductedby the affiliate or management judgment on howwell known and valuable the existing identity is inthe marketplace. Is awareness of the name andlogo high? Is the name associated with a leader-ship position because of product and servicequality? What is the professional reputation ofemployees? What is the R&D stature?

ExamplesEmployers Reinsurance: strong equity NBC: strong equity

Step 6: Impact on GE

What is the impact on GE when the affiliate isassociated with the parent company? Is theimpact positive or neutral? Does the affiliate helpGE in the marketplace, or is the affiliate’s associa-tion of little consequence? If impact is positive orneutral, then follow the positive/neutral branch.If the affiliate might have an adverse impact on GE for any variety of commercial, public relations, or political reasons, then follow thenegative branch.

ExamplesEmployers Reinsurance: has positive or neutralimpact NBC: may have negative impact on GE and NBC,particularly in the area of news reporting

*See “Affiliates Industry Issues Research, 1986” on page 25.

continued

Step 1: Management Control Does GE have control of the affiliate as definedin document 123, Trade Names, Trademarks, & the GE Identity Program? Does GE have the right to change the affiliate name? If the answer to any question is no, level 5 is the selected identification. If the answer is yes, continue to the next decision point.

ExamplesCoronet Industries: yes, GE controls (RCA affiliate) Employers Reinsurance: yes NBC: yes

Step 2: CommitmentIs GE committed to the affiliate as a business inthe future? Is there a strategy for the affiliate thatis growth or maintenance oriented? If there is nocommitment, then level 5 is selected. If a com-mitment exits, continue to the next decision point.

ExamplesCoronet Industries: no commitment (carpet company is not a fit)Employers Reinsurance: yesNBC: yes

Step 3: Image Value of IndustryIs the image of the industry that the affiliate competes in generally perceived to be dynamicand innovative? GE wants to associate itself mostprominently with affiliates that are in these typesof industries.*

ExamplesEmployers Reinsurance: low image value of financial services NBC: high image value of entertainment

Step 4: Performance ExpectationsHow well is GE expected to perform in the industry of the affiliate company? That is, whatare the general expectations for an industry category held by business decision makers andconsumers—not the expectations regarding a specific GE business or those held by its customers?

Acquired Affiliates Naming Decision Tree

The acquired affiliatenaming decision tree,shown on this andthe next page, is atool to help determinethe most appropriatecommunicative nameand identifier for GE

affiliates. Because itis not quantitativelybased, selection fromthe options requires subjective judgment.

Note: The acquired affiliatenaming decision tree is proprietary and is intendedfor GE only.

It is not in the companion docu-ment for prospective affiliates,342, Acquired Affiliates Name &Trademark Practices.


Acquired Affiliates Naming Decision Tree,continued

341.25

Key

GE + Generic Name

GE + Proper Name

Monogram Endorsement

GE Verbal Endorsement

GE Invisible

Business Issues

2.Commitment

Industry Issues Name & Logo Issues Solution

4.PerformanceExpectations

5.Equity ofExisting Identity

6. Impact on GE

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Positive / Neutral

Negative

Strong

Weak

Strong

Weak

Strong

Weak

Strong

Weak

Good / Average

Dynamic

Yes

Yes

No

No

Not Dynamic

Poor

Good / Average

Poor

2

5

1

5

3 4

5

2

5

3 4

5

2

5

3 4

5

2

5

5

5

3. Image Valueof Industry

1. Management Control

5

1

3

4

2


Acquired Affiliates Industry Issues Research, 1986

341.26

Performance Expectations of GE Industries

These perceptions are based on responses fromgeneral consumer and business samples.They are not perceptions of a specific GE businessor GE customers.

Good/Average - lighting- major appliances- small appliances- motors- engineering services- turbines- electrical systems- communication satellites- computers/computer services- CAD equipment- publishing- factory automation/robotics- defense space systems- jet engines- nuclear- consumer electronics- telecommunications- computer software- computer timesharing

Poor- locomotives- plastics- credit and loans- banking- insurance- radio/television- motion picture production- newspapers/magazines

Image Value of Industries

Industries regarded as having a high image valuescore highly on the following attributes:

- aggressive - highly competitive- dynamic, growing - innovative- long-term investment value- high-technology company - creative

High Image Value(dynamic and innovative)

- aerospace- aircraft engines- communications- entertainment- industrial electronics- information services- medical systems

Low Image Value (lower in dynamism and innovation)

- appliances- construction engineering- construction equipment- financial services- lighting- materials- motors- turbines- nuclear services- transportation

More information on thesestudies is available fromManager – GE Identity GE Corporate Marketing 3135 Easton Turnpike Fairfield, Connecticut 06431


Acquired Affiliates Naming Process outside the U.S.A.

341.27

Use the highest level of GE visibility that makessense for both GE and the acquired affiliate orthe U.S. direct-connect business. Consider anypotential adverse effects on the GE image thatcould result, for example, from GE’s associationwith a particular kind of business or industry orwith a country having major political problems.

Use the country name. To the extent legally permitted, the country name should be includedin the communicative names of acquired affiliates at naming levels 1 and 2. It is importantfor the Company to be associated with both thename of the country in which the acquired affiliate operates and the generic name of theacquired affiliate’s business (or the proper nameof the acquired affiliate).

For example,• if an operation represents the total Company or a num-

ber of GE businesses, use “GE” plus a country name• if a government-supplier relationship or a political

situation indicates a need for close ties to the country,use “GE” plus a country name

• if an acquired affiliate represents one GE business, useeither

- “GE” plus the communicative name of theacquired affiliate

- “GE” plus the communicative name of theacquired affiliate plus the country name

Eliminate organizational terms such as “GmbH,”Ltd.,” and “S.A.R.I.” in the communicative name.Unless required by local national laws, theseterms appear only in the legal name, which isused only when required by law.

Consult with your assigned counsel. When naming GE affiliates outside the U.S.A., continueto be guided by your assigned counsel, who willtake into account

• current Company policies and procedures• applicable national laws


Joint Venture Affiliates 341.30

These guidelines apply to joint venture affiliateslicensed to use the GE name and/or trademarks.

You can help prospective joint venture partnersunderstand GE’s requirements by

• discussing the preferred identification for a proposed joint venture early in negotiations withthe other company

To avoid misunderstandings, before negotiatingthe details of the alliance



• providing your prospective partners with theexcerpt from this document prepared especiallyfor them: document 343, Joint Venture AffiliatesName & Trademark Practices, shown at the left andavailable from the GE Identity Website or Hotline

These standards apply to joint ventures licensed touse the GE name and/or trademarks. For the pur-pose of this document, a joint venture is an inde-pendent business entity jointly owned by GE or oneor more partners who cooperate in managing it.

As a licensee of the GE trademarks, you areentrusted with a valuable property. You share withGE and its other licensees an opportunity andresponsibility to enhance the value of this prop-erty—to preserve and strengthen the unique attrib-utes of the GE trademarks.

The key to protecting and enhancing the value ofthe GE trademarks lies in their correct and consis-tent use by everyone in all applications. You benefitfrom others’ correct use and they in turn benefitfrom ours. Working together to uphold a commonset of standards, you and all other users of the GE


This document provides an introduction to correctuse of the GE trademarks and outlines what isexpected of all joint ventures licensed to use theGE name and/or marks. Detailed guidelines con-trolling the GE graphic system in all applicationsappear in the GE Identity Program Standards & Guide-lines. This comprehensive set of documents is avail-able from the GE Identity Website or Hotline.

GE Identity Program

g

Join

tVen

ture

Affil

iate

sN

ame&

Trad

emar

k Pr

actic

es

Document 343, Joint VentureAffiliates Name & TrademarkPractices, contains excerptsfrom this document.

To help your prospectivepartners understand GE’sexpectations, give them document 343 early in yournegotiations.

You can obtain an AdobeAcrobat PDF file or prints ofthe document from the GEIdentity Website or Hotline.


gP&G Power Systems

POWERS

Joint Venture AffiliatesNames & Graphic Identifiers

341.31

Market Considerations& GE Ownership Levels

Option 1GE has a dominant role,the GE name is dominantin the marketplace,and/or the other company’s mark has not been licensed.


Option 2GE and the other company are essentiallyequal in the marketplaceand/or managementcontrol. (When the othercompany is dominant, the sequence of marks is reversed.)

GE ownership must be • for the top signature

(with the name“GE”),greater than 50%

• for the bottom signature(without the name“GE”),at least 34%

Option 3The joint venture name(with neither the GE name nor the other company’s name in it)should have dominanceover the GE name or thatof the other company, at least in some markets.

GE ownership must beat least 34%.

General Guidelines

• Use a graphic signature containing the commu-nicative name of the joint venture affiliateincluding both the name “GE” and the name(s)of the joint venture partner(s).

• Create graphic signatures and develop applications according to GE Identity ProgramStandards & Guidelines.

• Use a graphic signature containing - joint marks in place of the signature Monogram - the communicative name of the joint venture

Note: To create joint marks, you must follow theguidelines on pages 32 to 35.

• Develop applications according to the guidelinesin document 200, Application Standards.

• As an option, only the GE name or trademarksmay be used in product branding and marketingapplications. See pages 36 to 39.

• Use a graphic identifier containing- the communicative name of the joint venture

(without the name “GE” in it)- the Monogram and the other company’s mark

• Although not required, applications may bedeveloped by adapting the standards and guidelines of the GE Identity Program, using thegraphic identifier in place of a graphic signature.


Name & Graphic Identifier


gGE – Other Company

FANUC

Provided GE’s minimum level of ownership ismet, as indicated in the column at the left below,any of the uses of the name “GE” and their corresponding graphic identifiers, below, may beselected in response to market considerations.

FactoBots Automation

e FANUC

Note: Before permitting a joint venture affiliateto adopt any name or identifier, obtain theapprovals and prepare a trademark license as setforth in document 123, Trade Names, Trademarks& the GE Identity Program.


Joint Venture AffiliatesJoint Marks

341.32

When GE and its joint venture partner(s) areessentially equal in the marketplace and/or management control, the recommended nameand identifier are those shown at Option 2 onpage 31. The identifier is a graphic signaturecontaining

• joint marks in place of the signature Monogram• the communicative name of the joint venture

The guidelines on pages 33 to 35 demonstratehow to develop an acceptable design and layoutusing the Monogram with another mark. This action does not create a new trademark outof two marks, but rather uses two existing markstogether by enclosing the marks in separate butsimilar shapes and displaying those shapes sideby side as joint marks.

Joint Marks Design Approval The joint venture affiliate trademark licensespecifies the corporate marks that may be usedand the conditions that apply to that use. If theprospective license allows the Monogram to beused with another mark, the design and layout of the joint marks must be approved by both:

• Manager – GE IdentityGE Corporate Marketing Communications

• GE Corporate Trademark Counsel

Note: In addition to the approval of the designand layout of the joint marks, before permittinga joint venture affiliate to adopt any name or identifier using the primary GE trademarks, youmust obtain the approvals and prepare a writtentrademark license as set forth in document 123, Trade Names, Trademarks, & the GE IdentityProgram, “Appendix C: Licensing Procedure forJoint Venture Affiliates.”

continued


When developing a layout using the Monogram withanother mark, carefully follow these guidelines:

Note: To protect the Company’s trademark rights, the two marks combined as joint marks may never beconnected or intertwined, and the Monogram maynever be redrawn or altered in any way.

• Use the signature Monogram with another designor word mark, not with a legal name. Do not usethe Dynamic Monogram.

• Enclose the Monogram within a square having a solid background.

- Maintain a minimum distance equal to 1 ⁄4 thediameter of the Monogram between the edge of the Monogram and the edges of the square.

- Use the reverse signature Monogram in GE LogoFont—a custom font that contains, instead of the alphabet, all versions of the signature and Dynamic Monograms. It is available to all GE employees and their suppliers from the GE Identity Website or Hotline. (For informationon using this computer font, see document 382, GE Logo Font.)

- Do not use the positive Monogram and do not use the Monogram without the square.

• Enclose the other mark within a separate squareor horizontal rectangle having the same solidbackground. Depending on the relationshipbetween the height and width of the other mark,the length of the enclosing rectangle may vary.

When the other mark is enclosed within asquare, the height of the mark may be equal tobut no larger than the diameter of the Mono-gram. Within a rectangle, the height of the othermark should be sized to visually balance theMonogram. Note: In artwork, use a reversereproduction proof of the other mark. Do not use the mark without the enclosing shape.

continued

Joint Venture AffiliatesJoint Marks, continued

341.33

eD

1⁄4 D

1⁄4 D

1⁄4 D

1⁄4 D

Mark

1 : 1 (height : length)

Long Mark


The Longest Mark




341.34

• Position the Monogram/square to the left of the other mark/rectangle. The height of theenclosing shapes must be equal.

As an alternative, the Monogram/square may beplaced to the right of the mark/rectangle. Note:No other configuration is acceptable; do notposition the Monogram/square above or belowthe other mark/rectangle.

• Leave space between the enclosing shapes. The minimum space between the two shapesequals the thickness of the narrowest portion ofthe curlicues in the Monogram; this space maybe larger. Do not join the two shapes together; do not connect or intertwine the Monogram withthe other mark.

• Use one of the following color treatments:

- Preferred: Use Platinum Grey in the backgroundof both enclosing shapes; reverse the Monogramand the other mark in white, off-white, or verylight grey.

- Alternative 1: Use Platinum Grey in the back-ground of the square enclosing the Monogram;reverse the Monogram in white, off-white, or verylight grey. Use another color (such as the partner’sstandard color) in the background of the rectangle enclosing the other mark; reverse theother mark in white, off-white, or very light grey.

- Alternative 2: Use any appropriate color in thebackground of both enclosing shapes; reversethe letters/curlicues of the Monogram and theother mark in white, off-white, very light grey.

continued

e Long Mark

Preferred

e Long Mark

e Long Mark

Preferred

e Long Mark

Alternative 1

e Long Mark

Alternative 2

eLong Mark

Alternative



341.35

• Keep joint marks free and clear from phrasessuch as “A Joint Venture of….” Place such aphrase under the legal name of the joint venturein, for example, an address block.

Once the • design and layout of the joint marks have been

approved (as described on page 32), • joint venture name and identifier have been

approved and the required written trademarklicense has been approved (as described in document 123, Trade Names, Trademarks, & the GE Identity Program)use the joint marks in place of the signatureMonogram in a graphic signature in any program application.

For guidelines on the construction of graphic signatures and specification of signature typogra-phy, see document 131, Graphic Signatures, pages10 to 18, bearing in mind these points:

• Your graphic signature is composed of three elements—joint marks, signature typography,and the Laser Line. Do not eliminate any elementunless expressly authorized for a particular appli-cation in document 200, Application Standards.

• When substituting joint marks for the signatureMonogram in graphic signatures, construct thesignatures according to the drawings in document131, Graphic Signatures, pages 10 to 18, except

- for the value of D, use the height dimension of the enclosing shapes (not the diameter of the Monogram used in the joint marks nor the heightof the other mark)

- for dimensions given between the edge of the signatureMonogram and any other element (such as the LaserLine or the edge of a format), measure from theedges of the enclosing shapes of the joint marks

• The Laser Line may be reproduced only in LaserRed, Platinum Grey, white, or black. Do not useany other color in the Laser Line.

For guidelines on specific program applications,see document 200, Application Standards.

Note: A joint venture graphic identifier does nottake the place of a joint venture legal name.To the extent required to clearly identify a jointventure as a separate legal entity, the joint ventureaffiliate legal name also must be used in applica-tions: for example, in an address block.


Joint Venture AffiliatesUse of GE Trademarks in Marketing Applications

341.36

As an option at levels 2 and 3 of joint ventureaffiliate identification, in marketing applications(such as product identification, promotion, andadvertising) a graphic signature featuring only thesignature Monogram may be used (instead of thegraphic signature with joint marks or the two sep-arate marks, shown on page 31). Note: The joint venture identifier must still be used in companyapplications such as stationery, signs, and vehicles.

When a joint venture affiliate chooses thisoption, it is imperative that it understands the distinction between the proper use of the GE

trademarks alone in these marketing applicationsand the misuse of these marks as trade names in the same applications or in the joint venture company applications, as explained at the right.

The distinction between proper use of the marksas trademarks and improper use as trade namesis subtle and requires vigilant policing by theCompany. To protect GE interests, all joint venture affiliates must agree to periodic review of their applications to ascertain correct and consistent use of the GE trademarks. Their agreement in this matter is not negotiable under anycircumstances.

As noted on page 10,

• the primary GE trademarks are the letters “GE” in the form of

- the Monogram- block letters

• General Electric Company uses these forms astrademarks to identify its products and services


- a trade name to identify itself as a distinct businessentity (for example, on letterheads) and toidentify its facilities (on signs) and other property(vehicles). Also, GE commonly uses the trade-marks as a trade name in product and advertis-ing copy, as in the sentence, “For over 100 years,GE has served the electric power industry.”

If a joint venture affiliate chooses to use the GE trade-marks instead of its joint venture identifier to identify itsproducts or services, its license must restrict the use ofGE trademarks to identify only specified products and/orservices. The joint venture may not use the GE trade-marks alone or any similar marks or terms as trade namesto identify the joint venture, its facilities, or its property.

The joint venture affiliate may never use the GE trade-marks as trade names because such use misrepresents thejoint venture as General Electric Company and is likely to confuse the public.

Specifically, the joint venture

• may never use predominantly the GE trademarks (exceptin the joint venture identifier) on a business documentsuch as the joint venture letterhead; instead, the jointventure must use predominantly the joint venture identifier

• may never include in joint venture product or advertisingcopy such statements as “Call GE at 1-800-555-7878 forproduct information”; instead, the joint venture must useits own communicative name: for example, “Call GE-FanucAutomation at 1-800-555-8787 for product information”

• may use the GE trademarks alone on joint venture business documents when the use is clearly a trademarkuse, identifying a brand of products or services, and thepredominant identifier on the document clearly identifiesthe joint venture as a party distinct from General ElectricCompany

Examples of how the GE trademarks may be used in jointventure business documents appear on the following pages.

Note: Misuse of the GE trademarks as trade names or failure to comply with GE’s use requirements by a joint venture affiliatecan result in termination of the joint venture’s license.

continued


Joint Venture AffiliatesUse of GE Trademarks in Marketing Applications,continued

341.37

continued

Stationery

Licensee’s Identity Licensee’s NameLicensee’s AddressLicensee’s Phone

gProduct name(s)

XYZ BRAND

OTHERBRAND

Top

Bottom

For these applications:

Company applications

• recruitment advertising• employee communications• supplier communications• checks• business forms not specific to

licensed products

Company applications with incidentalmarketing value

• stationery• facility signs• vehicles• dealer communications• business forms specific to

licensed products

Marketingapplications

• product identification• packaging• product literature• sales promotion• advertising

use this identity:

GE-approved joint venture identifier

Note: Except in the joint venture identifier,do not use GE trademarks.

dominant: GE-approved joint venture identifier

subordinate: GE trademarks with appropriateproduct name(s)

dominant: GE graphic system

subordinate: statement identifying GE trademarks,trademark owner, and licensee



341.38

Packages

Licensee’s Identity

gProduct name(s)

XYZBRAND

OTHERBRAND

Vehicles

Facility Signs


gProduct name(s)

XYZBRAND

OTHERBRAND

continued

eSpacemaker

MicrowaveOven

g and Spacemaker are trademarks of General Electric Companyand are used under license by Licensee’s Name, Address



341.39

Product Literature

Advertising

xg

Spacemaker

Owner’s Manual

Front Back

Licensee’s IdentityLicensee’s Street AddressLicensee’s City, State, ZipLicensee’s Phone Number Licensee’s Identity

Licensee’s Street AddressLicensee’s City, State, ZipLicensee’s Phone Number

g and Spacemaker are trademarksof General Electric Companyand are used under license byLicensee’s Name


am, quis nostrud exe amcorper suscipit lobortis

ut aliquip ex ea commod. Autem vel eum iriure dolor in hedrerit in vulputate velit esse molestie consequat, vel illum doloreeu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent lupta.For more information, contactLicensee’s Name.

Licensee’s Name introducesanother GE brand kitchen appliance, the Spacemaker™

microwave oven—the best in the world. It’s so good thatLicensee’s Name guarantees your satisfaction. Veniam, quisnotrud exerci tatio ullamcorpersuscipit lobortis ut aliquip ex

it in vulputate velit e

re te feugait nulla facilisi. Lipsum dolor sit amet cosectet

gSpacemaker

Introducing

Spacemaker™

microwave ovensLorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dianonummy nibh euismod inciduut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adveniam, quis nostrud exerci tatioullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem vel eum iriure dolor in hedrerit in vulputate velit esse molestie consequat, vel illum doloreeu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Loremipsum dolor sit amet cosectetuer.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dianonummy nibh euismod inciduut laoreet dolore magna aliquam erat volutpat ut wisi enim ad.Veniam, quis nostrud exerci tatioullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem vel eum iriure dolor in hedrerit in vulputate velit esse molestie consequat, vel illum doloreeu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Loremipsum dolor sit amet cosectetuer.

g is a trademark of General Electric Company and is used under license by Licensee’s Name

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed dianonummy nibh euismod inciduut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adveniam, quis nostrud exerci tatioullamcorper suscipit lobortis nislut aliquip ex ea commod. Autem vel eum iriure dolor in hedrerit in vulputate velit esse molestie consequat, vel illum doloreeu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent lupta.

g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name

Acqu

ired

Affil

iates

These standards apply to acquired affiliateslicensed to use the GE name and/or trademarks.For the purpose of this document, an acquired affili-ate is an existing business in which GE acquires adirect or indirect interest, which remains an inde-pendent legal entity, separate and distinct from GE.

As a licensee of the GE trademarks, you areentrusted with a valuable property. You share withGE and its other licensees an opportunity andresponsibility to enhance the value of this property—to preserve and strengthen the unique attributesof the GE trademarks.

The key to protecting and enhancing the value ofthe GE trademarks lies in their correct and consis-tent use by everyone in all applications. You benefitfrom others’ correct use and they in turn benefitfrom yours. Working together to uphold a commonset of standards, you and all other users of the GE

trademarks help to preserve and enhance theirvalue.

This document provides an introduction to correctuse of the GE trademarks and outlines what isexpected of all acquired affiliates licensed to usethe GE name and/or marks. Detailed guidelinescontrolling the GE graphic system in all applica-tions appear in the GE Identity Program Standards &Guidelines. This comprehensive set of documents isavailable from the GE Identity Website or Hotline.

GE Identity Program

g

342 Revised2000.10

Nam

e&Tr

adem

ark

Prac

tices

GE Identity Program 342, Acquired Affiliates Name & Trademark Practices GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Acquired AffiliatesName & Trademark Practices

Contents

342.01

Introduction 342.02



Acquired AffiliatesFive-Level Naming Scheme 342.22Naming Process outside the U.S.A. 342.27

(Revised 2000.10)


Introduction 342.02

The purpose of this guide is to demonstratealternative

• names• graphic identifiers

for any company that GE is considering acquiring.

To ensure clear and consistent association of GE with its licensees, the names and identifiersused by licensed acquired affiliates must

• optimize the visibility of the GE name and/or trademarks in view of prevailing business, industry,identity, and marketing issuesFor example, in many cases it is desirable forthe GE name and trademarks to predominate,but under some circumstances, they are not usedat all—optimum visibility is invisibility.

• meet the requirements of sound trademark practiceTrademarks and service marks are protected inthe United States by continued and proper use,as well as official registration. (Registration of amark in the U.S. Patent & Trademark Officeestablishes certain procedural rights in the markand, in the case of a dispute, makes it easier todefend exclusive rights.) It is imperative thatyou, as an authorized licensee of the GE marks,understand and practice proper use.

By following the guidelines contained here, you not only help achieve optimum visibility for the GE name and trademarks, you also helpensure correct and consistent trademark use,which in turn helps protect the marks andenhances their value.




















its visual tension




Note: Correct trademark practice requires thatlicensed acquired affiliates use the GE graphic system as specified in

• this guide• GE Identity Program Standards & Guidelines,

available from the GE Identity Website or Hotline

gGE

















Note: Only acquired affiliatesthat use names and graphicidentifiers at level 1, 2, or 3of the five-level namingscheme, described on thefollowing pages, use the GEgraphic system.

Affiliates that use names andidentifiers at level 4 or 5 do notuse the GE graphic system.


gMicrowave Oven

gSpacemaker TM







342.22










A primary purpose of the GE IdentityProgram—and thusthe acquired affiliatesnaming process—is to link the name“GE” with words thatdescribe the Com-pany’s competenciesor capabilities,particularly thosethat enhance the perception of GE












continued




342.23
















GE ownership must be at least 34%.


GE ownership may be any percentage.


gGE Reinsurance






Acquired Affiliates Naming Process outside the U.S.A.

342.27

Use the highest level of GE visibility that makessense for both GE and the acquired affiliate orthe U.S. direct-connect business. Consider anypotential adverse effects on the GE image thatcould result, for example, from GE’s associationwith a particular kind of business or industry orwith a country having major political problems.

Use the country name. To the extent legally permitted, the country name should be includedin the communicative names of acquired affiliates at naming levels 1 and 2. It is importantfor the Company to be associated with both thename of the country in which the acquired affiliate operates and the generic name of theacquired affiliate’s business (or the proper nameof the acquired affiliate).

For example,• if an operation represents the total Company or a num-

ber of GE businesses, use “GE” plus a country name• if a government-supplier relationship or a political

situation indicates a need for close ties to the country,use “GE” plus a country name

• if an acquired affiliate represents one GE business, useeither

- “GE” plus the communicative name of theacquired affiliate

- “GE” plus the communicative name of theacquired affiliate plus the country name

Eliminate organizational terms such as “GmbH,”Ltd.,” and “S.A.R.I.” in the communicative name.Unless required by local national laws, theseterms appear only in the legal name, which isused only when required by law.

Consult with your assigned counsel. When naming GE affiliates outside the U.S.A., continueto be guided by your assigned counsel, who willtake into account

• current Company policies and procedures• applicable national laws

Continue to use “USA” as required. If “GeneralElectric (U.S.A.)” is currently used in the nameof an affiliate, retain “(U.S.A.)” when changing“General Electric” to “GE.” Similarly, continue to use “USA” (without periods) beneath the Mono-gram where this has been the practice in thepast. (Note: In stationery, “USA” is typeset in 5-point Univers 47 with no periods and is centeredbelow the Monogram.)

Join

tVen

ture

Affil

iates

Nam

e&Tr

adem

ark

Prac

tices

These standards apply to joint ventures licensed to use the GE name and/or trademarks. For the purpose of this document, a joint venture is an independent legal entity, separate and distinctfrom GE, that GE and one or more business part-ners starts, in which GE holds a direct or indirectownership interest.

As a licensee of the GE trademarks, you areentrusted with a valuable property. You share withGE and its other licensees an opportunity andresponsibility to enhance the value of this property—to preserve and strengthen the unique attributesof the GE trademarks.

The key to protecting and enhancing the value ofthe GE trademarks lies in their correct and consis-tent use by everyone in all applications. You benefitfrom others’ correct use, and they in turn benefitfrom yours. Working together to uphold a commonset of standards, you and all other users of the GE


This document provides an introduction to the correct use of the GE trademarks and outlines whatis expected of all joint ventures licensed to use theGE name and/or marks. Detailed guidelines controlling the GE graphic system in all applicationsappear in the comprehensive set of documents, GE Identity Program Standards & Guidelines, availablefrom the GE Identity Website or Hotline.

GE Identity Program

g

343 Revised2000.10

GE Identity Program 343, Joint Venture Affiliates Name & Trademark Practices GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Name & Trademark Practices for Joint Venture Affiliates

Contents

343.01

Introduction 343.02



Joint Venture AffiliatesGraphic Identifiers 343.31Joint Marks 343.32Use of GE Trademarks 343.36in Marketing Applications

(Revised 2000.10)


Introduction 343.02

The purpose of this guide is to

• demonstrate alternative- names- graphic identifiers

for a joint venture affiliation with GE

• define which is most appropriate for a specificjoint venture affiliate’s marketing conditions andGE’s ownership requirements

In addition, these guidelines provide a generalindication of how the GE name and trademarksmust be used in joint venture affiliate applica-tions such as stationery, signs, vehicles, productpromotion, and advertising.

To ensure clear and consistent association of GE with its licensees, the names and identifiersused by licensed joint venture affiates must

• optimize the visibility of the GE name and/or trade-marks in view of specific market conditions For example, in many cases it is desirable forthe GE name and trademarks to predominate,but under some circumstances, they are not usedat all—optimum visibility is invisibility.

• meet the requirements of sound trademark practiceTrademarks and service marks are protected inthe United States by continued and proper use,as well as official registration. (Registration of amark in the U.S. Patent & Trademark Officeestablishes certain procedural rights in the markand, in the case of a dispute, makes it easier todefend exclusive rights.) It is imperative thatyou, as an authorized licensee of the GE marks,understand and practice proper use.

By following the guidelines contained here, you not only help achieve optimum visibility for the GE name and trademarks, you also helpensure correct and consistent trademark use bylicensees, which in turn helps protect the marksand enhances their value.




















its visual tension




Note: Correct trademark practice requires that licensed joint venture affiliates use the GE graphic system as specified in

• this guide• GE Identity Program Standards & Guidelines,

available from the GE Identity Website or Hotline

gGE

















Note: Only the followinglicensees use the GE graphic system:

• created affiliates

• acquired affiliates usinglevel 1, 2, or 3 names andgraphic identifiers

• joint venture affiliatesusing level 1 or 2 graphicidentifiers and those that usethe optional signatures (withonly a signature Monogram) in marketing applications (see pages 36 to 39)


gMicrowave Oven

gSpacemaker TM






gP&G Power Systems

POWERS

Joint Venture AffiliatesNames & Graphic Identifiers

343.31

Market Considerations& GE Ownership Levels

Option 1GE has a dominant role,the GE name is dominantin the marketplace,and/or the other company’s mark has not been licensed.


Option 2GE and the other company are essentiallyequal in the marketplaceand/or managementcontrol. (When the othercompany is dominant, the sequence of marks is reversed.)

GE ownership must be • for the top signature

(with the name“GE”),greater than 50%

• for the bottom signature(without the name“GE”),at least 34%

Option 3The joint venture name(with neither the GE name nor the other company’s name in it)should have dominanceover the GE name or thatof the other company, at least in some markets.

GE ownership must beat least 34%.

General Guidelines

• Use a graphic signature containing the commu-nicative name of the joint venture affiliateincluding both the name “GE” and the name(s)of the joint venture partner(s).

• Create graphic signatures and develop applications according to GE Identity ProgramStandards & Guidelines.

• Use a graphic signature containing - joint marks in place of the signature Monogram - the communicative name of the joint venture

Note: To create joint marks, you must follow theguidelines on pages 32 to 35.

• Develop applications according to the guidelinesin document 200, Application Standards.


• Use a graphic identifier containing- the communicative name of the joint venture

(without the name “GE” in it)- the Monogram and the other company’s mark

• Although not required, applications may bedeveloped by adapting the standards and guidelines of the GE Identity Program, using thegraphic identifier in place of a graphic signature.


Name & Graphic Identifier


gGE – Other Company

FANUC

Provided GE’s minimum level of ownership ismet, as indicated in the column at the left below,any of the uses of the name “GE” and their corresponding graphic identifiers, below, may beselected in response to market considerations.

FactoBots Automation

e FANUC

Note: Before permitting a joint venture affiliateto adopt any name or identifier, obtain theapprovals and prepare a trademark license as setforth in document 123, Trade Names, Trademarks& the GE Identity Program.


Joint Venture AffiliatesJoint Marks

343.32

When GE and its joint venture partner(s) areessentially equal in the marketplace and/or management control, the recommended nameand identifier are those shown at Option 2 onpage 31. The identifier is a graphic signaturecontaining

• joint marks in place of the signature Monogram• the communicative name of the joint venture

The guidelines on pages 33 to 35 demonstratehow to develop an acceptable design and layoutusing the Monogram with another mark. This action does not create a new trademark outof two marks, but rather uses two existing markstogether by enclosing the marks in separate butsimilar shapes and displaying those shapes sideby side as joint marks.

Joint Marks Design Approval The joint venture affiliate trademark licensespecifies the corporate marks that may be usedand the conditions that apply to that use. If theprospective license allows the Monogram to beused with another mark, the design and layout of the joint marks must be approved by both:

• Manager – GE IdentityGE Corporate Marketing Communications

• GE Corporate Trademark Counsel

Note: In addition to the approval of the designand layout of the joint marks, before permittinga joint venture affiliate to adopt any name or identifier using the primary GE trademarks, youmust obtain the approvals and prepare a writtentrademark license as set forth in document 123, Trade Names, Trademarks, & the GE IdentityProgram, “Appendix C: Licensing Procedure forJoint Venture Affiliates.”

continued


When developing a layout using the Monogram withanother mark, carefully follow these guidelines:

Note: To protect the Company’s trademark rights, the two marks combined as joint marks may never beconnected or intertwined, and the Monogram maynever be redrawn or altered in any way.

• Use the signature Monogram with another designor word mark, not with a legal name. Do not usethe Dynamic Monogram.

• Enclose the Monogram within a square having a solid background.

- Maintain a minimum distance equal to 1 ⁄4 thediameter of the Monogram between the edge of the Monogram and the edges of the square.

- Use the reverse signature Monogram in GE LogoFont—a custom font that contains, instead of the alphabet, all versions of the signature and Dynamic Monograms. It is available to all GE employees and their suppliers from the GE Identity Website or Hotline. (For informationon using this computer font, see document 382, GE Logo Font.)

- Do not use the positive Monogram and do not use the Monogram without the square.

• Enclose the other mark within a separate squareor horizontal rectangle having the same solidbackground. Depending on the relationshipbetween the height and width of the other mark,the length of the enclosing rectangle may vary.

When the other mark is enclosed within asquare, the height of the mark may be equal tobut no larger than the diameter of the Mono-gram. Within a rectangle, the height of the othermark should be sized to visually balance theMonogram. Note: In artwork, use a reversereproduction proof of the other mark. Do not use the mark without the enclosing shape.

continued


343.33

eD

1⁄4 D

1⁄4 D

1⁄4 D

1⁄4 D

Mark


Long Mark


The Longest Mark




343.34

• Position the Monogram/square to the left of the other mark/rectangle. The height of theenclosing shapes must be equal.

As an alternative, the Monogram/square may beplaced to the right of the mark/rectangle. Note:No other configuration is acceptable; do notposition the Monogram/square above or belowthe other mark/rectangle.

• Leave space between the enclosing shapes. The minimum space between the two shapesequals the thickness of the narrowest portion ofthe curlicues in the Monogram; this space maybe larger. Do not join the two shapes together; do not connect or intertwine the Monogram withthe other mark.

• Use one of the following color treatments:

- Preferred: Use Platinum Grey in the backgroundof both enclosing shapes; reverse the Monogramand the other mark in white, off-white, or verylight grey.

- Alternative 1: Use Platinum Grey in the back-ground of the square enclosing the Monogram;reverse the Monogram in white, off-white, or verylight grey. Use another color (such as the partner’sstandard color) in the background of the rectangle enclosing the other mark; reverse theother mark in white, off-white, or very light grey.

- Alternative 2: Use any appropriate color in thebackground of both enclosing shapes; reversethe letters/curlicues of the Monogram and theother mark in white, off-white, very light grey.

continued

e Long Mark

Preferred

e Long Mark

e Long Mark

Preferred

e Long Mark

Alternative 1

e Long Mark

Alternative 2

eLong Mark

Alternative



343.35

• Keep joint marks free and clear from phrasessuch as “A Joint Venture of….” Place such aphrase under the legal name of the joint venturein, for example, an address block.

Once the • design and layout of the joint marks have been

approved (as described on page 32), • joint venture name and identifier have been

approved and the required written trademarklicense has been approved (as described in document 123, Trade Names, Trademarks, & the GE Identity Program)use the joint marks in place of the signatureMonogram in a graphic signature in any program application.

For guidelines on the construction of graphic signatures and specification of signature typogra-phy, see document 131, Graphic Signatures, pages10 to 18, bearing in mind these points:

• Your graphic signature is composed of three elements—joint marks, signature typography,and the Laser Line. Do not eliminate any elementunless expressly authorized for a particular appli-cation in document 200, Application Standards.

• When substituting joint marks for the signatureMonogram in graphic signatures, construct thesignatures according to the drawings in document131, Graphic Signatures, pages 10 to 18, except

- for the value of D, use the height dimension of the enclosing shapes (not the diameter of the Monogram used in the joint marks nor the heightof the other mark)

- for dimensions given between the edge of the signatureMonogram and any other element (such as the LaserLine or the edge of a format), measure from theedges of the enclosing shapes of the joint marks

• The Laser Line may be reproduced only in LaserRed, Platinum Grey, white, or black. Do not useany other color in the Laser Line.

For guidelines on specific program applications,see document 200, Application Standards.

Note: A joint venture graphic identifier does nottake the place of a joint venture legal name.To the extent required to clearly identify a jointventure as a separate legal entity, the joint ventureaffiliate legal name also must be used in applica-tions: for example, in an address block.


Joint Venture AffiliatesUse of GE Trademarks in Marketing Applications

343.36

As an option at levels 2 and 3 of joint ventureaffiliate identification, in marketing applications(such as product identification, promotion, andadvertising) a graphic signature featuring only thesignature Monogram may be used (instead of thegraphic signature with joint marks or the two sep-arate marks, shown on page 31). Note: The joint venture identifier must still be used in companyapplications such as stationery, signs, and vehicles.

When a joint venture affiliate chooses thisoption, it is imperative that it understands the distinction between the proper use of the GE

trademarks alone in these marketing applicationsand the misuse of these marks as trade names in the same applications or in the joint venture company applications, as explained at the right.

The distinction between proper use of the marksas trademarks and improper use as trade namesis subtle and requires vigilant policing by theCompany. To protect GE interests, all joint venture affiliates must agree to periodic review of their applications to ascertain correct and consistent use of the GE trademarks. Their agreement in this matter is not negotiable under anycircumstances.

As noted on page 10,

• the primary GE trademarks are the letters “GE” in the form of

- the Monogram- block letters

• General Electric Company uses these forms astrademarks to identify its products and services


- a trade name to identify itself as a distinct businessentity (for example, on letterheads) and toidentify its facilities (on signs) and other property(vehicles). Also, GE commonly uses the trade-marks as a trade name in product and advertis-ing copy, as in the sentence, “For over 100 years,GE has served the electric power industry.”

If a joint venture affiliate chooses to use the GE trade-marks instead of its joint venture identifier to identify itsproducts or services, its license must restrict the use ofGE trademarks to identify only specified products and/orservices. The joint venture may not use the GE trade-marks alone or any similar marks or terms as trade namesto identify the joint venture, its facilities, or its property.

The joint venture affiliate may never use the GE trade-marks as trade names because such use misrepresents thejoint venture as General Electric Company and is likely to confuse the public.

Specifically, the joint venture

• may never use predominantly the GE trademarks (exceptin the joint venture identifier) on a business documentsuch as the joint venture letterhead; instead, the jointventure must use predominantly the joint venture identifier

• may never include in joint venture product or advertisingcopy such statements as “Call GE at 1-800-555-7878 forproduct information”; instead, the joint venture must useits own communicative name: for example, “Call GE-FanucAutomation at 1-800-555-8787 for product information”

• may use the GE trademarks alone on joint venture business documents when the use is clearly a trademarkuse, identifying a brand of products or services, and thepredominant identifier on the document clearly identifiesthe joint venture as a party distinct from General ElectricCompany

Examples of how the GE trademarks may be used in jointventure business documents appear on the following pages.

Note: Misuse of the GE trademarks as trade names or failure to comply with GE’s use requirements by a joint venture affiliatecan result in termination of the joint venture’s license.

continued



343.37

continued

Stationery


gProduct name(s)

XYZ BRAND

OTHERBRAND

Top

Bottom




licensed products



licensed products



use this identity:

GE-approved joint venture identifier

Note: Except in the joint venture identifier,do not use GE trademarks.

dominant: GE-approved joint venture identifier

subordinate: GE trademarks with appropriateproduct name(s)





343.38

Packages


gProduct name(s)

XYZBRAND

OTHERBRAND

Vehicles

Facility Signs


gProduct name(s)

XYZBRAND

OTHERBRAND

continued

eSpacemaker

MicrowaveOven




343.39

Product Literature

Advertising

xg

Spacemaker

Owner’s Manual

Front Back











gSpacemaker

Introducing

Spacemaker™






Trad

emar

kPr

actic

esLi

cens

ees

These standards apply generally to all licensedusers of the GE trademarks.

As a licensee of the GE trademarks, you are aninvestor in a valuable property. You share with GE

and its other licensees an opportunity and respon-sibility to protect and enhance the value of thisproperty—to preserve and strengthen the uniqueattributes of the GE trademarks.

The key to protecting and enhancing the value ofthe GE trademarks lies in their correct and consis-tent use by everyone in all applications. You benefitfrom others’ correct use, and they in turn benefitfrom yours. Working together to uphold a commonset of standards, you and all other users of the GE


This document provides an introduction to the correct use of the GE trademarks and outlines whatis expected of all licensees. Detailed usage standardsand examples are contained in a separate manual,GE Brand Identity Program: Practices for Licensees.

GE Identity Program

g

350

GE Identity Program 350, Licensees Trademark Practices GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Licensees Trademark PracticesContents

350.01

GE Trademarks & Trade Names 350.02



Five Basic Rules 350.20

Examples of Typical Applications 350.22

Reproduction Guidelines & Materials 350.60








• a trade name to identify itself as a distinct businessentity (for example, on letterheads) and toidentify its facilities (on signs) and other property(vehicles). Also, GE commonly uses the trade-marks as a trade name in product and advertis-ing copy, as in the sentence, “For over 100 years,GE has served the electric power industry.”

The purpose of this guide is to distinguishbetween

• proper trademark usage • improper trade name usage

of the primary GE trademarks by licensees.*

Your license restricts your use of the primary GE

trademarks to identify only your licensed productsand/or services. You are not licensed to use theprimary GE trademarks or any similar marks orterms as trade names to identify your company,your facilities, or your property.

You may never use the primary GE trademarks as trade names because such use misrepresentsthe licensee as General Electric Company and is likely to confuse the public:

• You may never use the primary GE trademarks as the predominant identifier on a business document such as your company letterhead.

• You may never include in your product promotion or advertising copy statements suchas “Call GE at 1-800-355-7878 for information on its products.”

• You may use the primary GE trademarks on business documents when both

- the use is clearly a trademark use- the predominant identifier on the document

clearly identifies the licensee as a party distinctfrom General Electric Company.

This guide provides examples of how the primaryGE trademarks may be used in licensee businessdocuments.

Note: Misuse of the primary GE trademarks as tradenames or failure to comply with GE’s usage require-ments by licensees can result in termination of theirlicenses.

gGE

*Your license requires you to comply with trademark standards provided by GE. This guide contains generalstandards that are consistentwith your license.

This guide may be revised to reflect changes adopted by GE to control its own use of the GE trademarks to identifyproducts and/or services.

If this guide or its revisions are inconsistent with the clearlanguage of your agreement or specific guidelines enteredinto pursuant to your agree-ment, such agreement or specific guidelines will control.














its visual tension







Univers 48; as an option for product names, ITC New Baskerville)

• the Laser Line

The message in the signature typography may vary, depending on the application. Shown at the left are typical signatures containing a

• generic product description• secondary word mark• secondary word mark + a generic product description









Note: Correct trademark practice requires thatlicensees use the GE graphic system in all marketingapplications such as packaging and advertising. See page 20 for the basic rules.


gMicrowave Oven

gSpacemaker TM

gSpacemaker TM

Microwave Oven






1. Do not use the GE graphic system in company (or corporate identity) applications.

2. Use the GE graphic system in marketing applications.

3. Use the tools the Company provides to implement the GE graphic system.

4. Participate in an annual applications review.

5. Change your use of the GE trademarks or graphic system if and when GE changes them.


Company (or corporate identity) applicationsinclude 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 theoriginating source of your products and services.

Since GE uses the GE graphic system in all company or corporate applications, it would beconfusing if licensees were also to use the systemin their corporate applications.

To avoid misleading the public, your companyapplications must prominently feature your owncompany identity, not the GE graphic system.

If it is desirable to include the GE trademarks inthese applications, use the Monogram (not agraphic signature) with product or service namesin a clearly subordinate position, preservingclear and strong emphasis on your own companyidentity.

Marketing applications include product identifi-cation, advertising, product literature, tradeshowexhibits, point-of-sale displays, packaging, andshipping cases and cartons.

Since these applications identify those of yourproducts or services that are sold under the GE

trademarks according to your licensing agree-ment, they should prominently feature the GE

graphic system—not your own company identity.

In most of these applications, the name andaddress of your company are used: for example,in an address block.

However, in certain applications where identifi-cation of your company as the originating sourceof the products or services helps to avoid confusion with GE—for example, in trade showexhibits—your own company identity must beprominently featured and take precedence overthe GE trademarks.

In all licensee applications, you are expected to uphold the standards controlling use of theGE trademarks provided by GE in the manual GE Brand Identity Program: Practices for Licensees.

Those standards specify the correct construction,reproduction, and use of the GE graphic systemin all applications for licensees.

To help ensure that licensees are upholding thestandards governing use and nonuse of the GE

trademarks and graphic system, GE conducts anannual review of all licensees’ applications thatincorporate the GE trademarks.

At GE’s request, you submit examples of applications for GE review and make known anyproblems ensuing from the standards.

To facilitate dialogue, you host a workshop atwhich GE’s findings and recommendations arepresented to those with hands-on responsibilityfor using the GE trademarks.

Note: Violations of standards must be correctedwithin the period specified by your license agreement.

If GE changes any element or usage principle ofthe GE trademarks or graphic system, you mustincorporate the changes as your applications are

reprinted, retooled, and so on, unless suchchanges are inconsistent with the specificationsof your license.

continued


Five Basic Rules, continued 350.21






licensed products



licensed products

use this identity:



dominant: licensee’s own company identity

subordinate: Monogram with generic product or service names or illustrations

Do not use graphic signatures.

licensee’s own company identity

Do not use the GE trademarks or graphic system.

Typical applications demon-strating correct use of the GEbrand identity and licensee’sname and identity appear onthe following pages.


Examples of Typical Applications 350.22

Stationery


gProduct name(s) *

XYZ BRAND

OTHERBRAND

Top

Bottom

Business forms specific to licensed products or services Licensee’s Identity

Licensee’s NameLicensee’s AddressLicensee’s Phone

gProduct name(s) *

XYZ BRAND

OTHERBRAND

Top

Bottom

continued

Invoice

Ship to

*Products licensed to use the GE trademarksshould be shown or listed on stationery, forms,signs, and vehicles. List the product(s) under theMonogram if the name or illustration does notappear elsewhere on the specific application.


Examples of Typical Applications,continued

350.23


gProduct name(s)

XYZBRAND

OTHERBRAND

Vehicles

Facility Signs


gProduct name(s)

XYZBRAND

OTHERBRAND

continued



350.24

Packages

Rating PlateConsectetur Adipis CingunConsectetur Adipis CingunConsectetur Adipis CingunConsectetur Adipis CingunConsectetur Adipis CingunLicensee's NameLicensee's Address

Rating Plate

Licensee’s NameLicensee’s Address

Spacemaker

Spacemaker ™

Gg

Gg

Products

continued

eSpacemaker

MicrowaveOven




350.25

Product Literature

Point-of-Sale Materials

GgSpacemaker

BigSale

continued

g and Spacemaker are trademarks of General Electric Companyand are used under license by Licensee’s Name

xg

Spacemaker

Owner’s Manual

Front Back





Gg and Spacemaker are trademarks of General Electric Companyand are used under license by Licensee’s Name



350.26

Advertising


gSpacemaker

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L’s Brand OTHERBRAND

Exhibits







gSpacemaker

Introducing

Spacemaker™








The Monogram is an original hand-lettered designwhich may never be redrawn or altered in any way.For correct and consistent display of this trade-mark, always use official reproduction materials.Never reproduce the signature Monogram from second-generation photostats or other unauthorized copies.

g eCorrect positive form Correct reverse form

In both the positive andreverse forms, reproduce the Monogram so the letters/curlicues are lighterthan the field, as shown inthe correct examples above.

e gIncorrect positive form Incorrect reverse form

The following reproduction materials are available from the GE Identity Website or Hotline to all licensees of the GE trademarks and their suppliers:





- positive- reverse



Sales

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These guidelines apply to all sales and servicebusinesses authorized to use the GE identity,including

• dealers• distributors• sales representatives• repair shops

The GE identity—the Company’s name andtrademarks and their graphic presentation—is of enormous commercial value to the Companyand all businesses selling or servicing GE

products. The Monogram is one of the best-known and most highly regarded trademarks inthe world. People everywhere know that it symbolizes quality products and services from a company with a reputation for dependabilityand integrity.

As a user of the GE trademarks, you enjoy thebenefits of this valuable property, leveraging thisasset for competitive advantage every day, andyou share with GE an opportunity and responsi-bility to enhance the value of this property—to protect and strengthen the unique attributesof the GE trademarks for the future.

The key to protecting and enhancing the value of the GE trademarks lies in their correct andconsistent use by everyone in all applications.You benefit from others’ correct use, and they in turn benefit from yours. Working together to uphold a common set of standards, we canhelp ensure that we each get maximum impactfrom these valuable assets.

This document provides guidelines for correctuse of the GE trademarks and graphic systemand outlines what is expected of distribution andservice businesses representing GE.

GE Identity Program

g

360

GE Identity Program 360, Sales & Service BusinessesTrademark & Graphic System Practices


Sales & Service BusinessesTrademark & Graphic System PracticesContents

360.01

Introduction 360.02





Use of GE Trademarks & Name 360.20outside the U.S.A.

Applications:Advertising 360.30Promotional Materials 360.35Print & Product Literature 360.36Signs 360.38Vehicles 360.40Stationery 360.45Business Forms 360.50




Introduction 360.02

As a GE dealer, distributor, sales representative, orrepair shop, you are an essential and highly visiblepart of GE’s business effort. Although you are notpart of the Company, you advertise, show, and sellour products, explain and provide our services, andrepresent GE to our customers.

It is imperative that you, as an authorized sales and service partner with GE, understand and practice proper use of the GE trademarks becausetrademarks and service marks are protected in theUnited States only by continued and proper use,not official registration. Registration of a mark in the U.S. Patent & Trademark Office merelyestablishes certain procedural rights in the markand, in the case of a dispute, makes it easier todefend exclusive rights.

These guidelines indicate how the GE trademarksand the related graphic system may be used in yourmarketing applications, such as advertising andsales promotion, and the limitations of their use inyour company applications, such as stationery andbusiness forms.

Note: You must be authorized to use the GE trade-marks to promote the sale of GE products. Suchprivileges of trademark use are usually granted inwriting as a provision of a sales or service contractthat you have with a GE business.








• a trade name to identify itself as a distinct businessentity (for example, on letterheads) and toidentify its facilities (on signs) and other property(vehicles). Also, GE commonly uses the trade-marks as a trade name in product and advertis-ing copy, as in the sentence, “For over 100 years,GE has served the electric power industry.”


This document• distinguishes between proper trademark use

and improper trade name use of the primary GE trademarks

• demonstrates the proper use of the GE trademarksin distribution and service businesses applications

You are restricted to using the primary GE

trademarks to identify only GE products and/or services. You are not allowed to use the primaryGE trademarks or any similar marks or terms as trade names to identify your company, yourfacilities, or your property.

To benefit from the enormous selling power of the marks while at the same time protectingthem, you must use the GE trademarks consistently and correctly according to this guide.

You may never use the primary GE trademarks as trade names because such use misrepresentsyour company as General Electric Company and is likely to confuse the public:

• You may never use the primary GE trademarks as the predominant identifier on a business document such as your company letterhead.

• You may never include in your product promotionor advertising copy statements such as “Call GE at 1-800-555-7878 for information on its products.”

• You may use the primary GE trademarks on somebusiness documents when both

- the use is clearly a trademark use- the predominant identifier on the document

clearly identifies your company as a party distinctfrom General Electric Company.

This guide provides examples of how the primaryGE trademarks may be used in a subordinate wayon some business documents.

gGE









• using a signature that provides a contemporaryenvironment for the Monogram; the graphicsignature features



its visual tension







Note: Correct trademark practice requires that distribution and service businesses handling GE products use the GE graphic system as specifiedin this guide in all marketing applications, such asadvertising and sales promotion.



GE Medical Systems

Graphic Signatures

The graphic signature is the fundamental visualdevice used to identify GE products and services.It consists of

• the signature Monogram, a refined drawing of ourhighly regarded, 100-year old symbol

• signature typography, containing the message ofthe signature

• the Laser Line, a fine horizontal line suggestingprecision and high technology

To satisfy varying needs, the elements of agraphic signature may be arranged in three basicconfigurations:

• primary signature, preferred in all media• compact signature, a more condensed version

used where space limitations prohibit use of theprimary signature

• vertical signature, used in narrow formats orwhere a vertical emphasis is desired

In certain applications, other signature arrange-ments may be used:

• One of two special signatures may be used wherespace is restricted. (Note: If necessary, the LaserLine may be eliminated in the special signatures.)

• The Monogram alone may be used where there isno need or space for signature typography.

continued


gLampa

Switchgear

Control

Primary Signature

Compact Signature

Vertical Signature

Special Signature A

g

g

g

GE PlasticsSpecial Signature B

Monogram Alone

g

g



GE Graphic System, continued 360.13

Signature Construction

The elements of a graphic signature are separatedby minimum spaces based on the diameter (D)of the signature Monogram and the capitalheight (CH) of the signature typography, as shown in the construction drawing of the primary signature at the left.

The capital height (CH) of the typography usedin graphic signatures is based on the diameter ofthe signature Monogram. It may equal 1 ⁄4, 1 ⁄3,

1 ⁄2,

or 3 ⁄4 the diameter (D) of the signature Monogram.In the example, the capital height/Monogramratio is 1 ⁄4.

The Laser Line is positioned below the Mono-gram and signature typography and, wheneverpossible, bleeds left off the format. When this isnot possible, the Laser Line should align withthe left margin of the format or the left edge ofthe Monogram.

In the primary and compact signatures and inspecial signature B, the Laser Line ends as follows:

• If the name “GE” appears at the beginning of the signa-ture typography, it ends flush right with the letter “E”in “GE.”

• If the first word is short, it ends at the end of thefirst word.

• In other cases, it ends at a point to the right of thebeginning of the signature typography equal to11 ⁄2 times its capital height.

In the vertical signature and special signature A,the Laser Line always extends right to the end ofsignature typography.

The Laser Line never bleeds right, and it isalways cut square (not angled to match the angleof the italic typography).

The Laser Line should be as thin as possible,provided it is clearly visible and can be easilyreproduced. The minimum thickness of theLaser Line is 1 ⁄2 point.

continued

gGE Typography CH

11⁄2 DD1⁄2 D

CH

1⁄2 D

D

D

D



1⁄2 D

Primary SignatureConstruction Drawing



Note:All dimensions are given at theirminimum specification.



GE Graphic System, continued 360.14

Signature ContentA key feature of graphic signatures is that theirmessages may vary, depending on the applicationin which they are used. For example, in signs the graphic signature may contain the “Authorized Dealer” legend, and in product literature, a secondary word mark may be used.

Signature TypographyUnivers 68 and, if needed, Univers 48, are usedin most graphic signatures. If the message in a graphic signature consists of two parts, Univers48 may be used for differentiation, as shown. As an option for product names, ITC NewBaskerville Italic may be used.

Generally, graphic signatures are typeset in a single size, as discussed on page 13, but in a two-part signature, the longer part may bereduced so its capital height equals 3 ⁄4, 1 ⁄2, or 1 ⁄3the capital height of the shorter part, providedthe reduced part remains clearly legible at theviewing distance typical for the application.

Signature typography is set in capital and lower-case letters, and multiple lines are aligned flush left.

ColorsTwo GE colors may be used in graphic signatures,as shown in the examples at the left:

• Platinum Grey, in the signature Monogram andsignature typography

• Laser Red, in the Laser Line

Signatures also may be reproduced entirely in Platinum Grey, black, or white. Any color maybe used in the background, with the signaturereversed in white or overprinted in black.

Color samples of Platinum Grey and Laser Redfor visual matching are available from the GE

business that you represent.

Program TypographyIn permanent media such as stationery, signs andvehicles, packaging, and product identification,Univers is used for all typography.

In promotional applications such as advertising,brochures, product literature, and sales promo-tion materials, ITC New Baskerville is used for all headings and text. Univers may be used as a typographic accent: for example, in page numbers and captions.

gAuthorized Distributor




gMicrowave Oven

gSpacemaker™ Microwave Oven



Five Basic Rulesfor Sales & Service Businesses

360.15

Company (or corporate identity) applicationsinclude 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 companyor corporate applications, it would be confusing if sales and service businesses were also to use thesystem in their corporate applications.

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 the Monogramor a graphic signature with product or servicenames in a clearly subordinate position, preservingclear and strong emphasis on your own companyidentity.

Marketing applications include product advertisingand literature, tradeshow exhibits, and point-of-saledisplays.

Since these applications identify products or services sold under the GE trademarks according to your sales or service agreement, they shouldprominently feature the GE graphic system—not 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 identificationof your company as the supplier of the products or services helps to avoid confusion with GE

—for example, in tradeshow exhibits—your owncompany identity must be prominently featuredand take precedence over the GE trademarks.

Marketing applications

• product literature• sales promotion• advertising


subordinate: your name and address

Company applications with incidental marketing value

• stationery • primary facility signs• vehicles• business forms specific

to licensed products

dominant: your own company identity

subordinate: Monogram or graphic signaturewith generic product or service names or illustrations


• recruitment advertising• employee

communications• checks• business forms not

specific to licensedproducts

your own company identity

Do not use the GE trademarks or graphic system.

continued

3. Thus, in general, for the following applications: use this identity:

2. Use the GE graphic system in marketing applications.

1. Do not use the GE graphic system in company (or corporate identity) applications.



Five Basic Rulesfor Sales & Service Businesses,continued

360.16

• Use the communicative name “GE” to refer tothe Company. GE’s communicative name nolonger includes the misleading connotation“Electric,” which now relates to only a few GE

businesses.

Note: “General Electric Company” is still usedfor legal purposes, and outside North Americawhere “GE” is not commonly recognized, “General Electric” may be used.

• Do not use the GE trademarks in any way thatmight mislead or confuse the public as to theindependent relationship between your distribu-tion or service business and GE. To help clarifythis relationship, you must prominently displaythe “Authorized” legend with “Dealer,” “Distrib-utor,” “Sales Representative,” or “Repair Shop”and applicable product illustrations or names.

• Do not incorporate the GE trademarks into the name of a distribution or service businessoutside the Company.

• Prominently display your business name (and/or identity) in media. Except in marketingapplications (as listed under rule 3 on page 15),all GE identification must be less prominent thanthe name and/or identity of a distribution or service business outside the Company.

• When displaying the name or illustration of a GE product, place the Monogram immediatelynext to it (for illustrations, superimposed over it).The Monogram should never be overlapped byanother graphic element.

• If a GE product is not named or illustrated, do not use GE trademarks. Every use of theMonogram must be in direct association with the names or illustrations of the GE products orservices handled or with the products themselves.

• Use only the following words in a graphic signature:

- “Authorized” legends including “Distributor,”“Dealer,” “Sales Representative,” or “Repair Shop”

- generic names of GE products you sell or service - authorized GE secondary word marks

Do not use the name “GE” or any other words orphrases in graphic signatures.

• Do not use any background treatment or othergraphic device superimposed or infringing onthe Monogram so as to embellish it or detractfrom its singular purpose: to identify the GE brand.

• Use the authorized GE colors in graphic signatures as described on page 14.

• Use only Univers 68 and, if needed, Univers 48and, as an option for product names, ITC NewBaskerville in graphic signatures as described onpage 14. Do not use any other typeface.

• Use ITC New Baskerville in copy in marketingapplications as described on page 14.

• Organizations sponsored by distribution or service businesses outside the Company or thoseformed or operated by the employees of a dealeror other sales or service company may not usethe Monogram for promotional or identificationpurposes.

Examples of typical applications demonstrating correct use of the GE trademarks, GE graphic system,and distribution and services businesses names andidentities appear on pages 30 to 50.

continued

4. In all applications, follow these general guidelines:



Five Basic Rulesfor Sales & Service Businesses,continued

360.17

• In the first or most prominent use of a registeredsecondary trademark in each medium, follow the mark with the ® symbol or with an asteriskreferring to a footnote carrying the legend “Registered in U.S. Patent & Trademark Office’’or “Reg. U.S. Pat.& TM Off.” Do not use the ® symbol or any of these legends with a trade-mark that has not been registered.

• In the first or most prominent use of an unregistered secondary trademark in each medium,follow the mark with the ™ symbol.

• Do not use the name “GE” in conjunction withthe Company’s secondary word marks (for exam-ple, do not use “GE Spacemaker”) as such usewould suggest that another company has prod-ucts identified by that secondary word mark.

• Use the GE trademarks and secondary wordmarks only as adjectives, never as nouns, andnever in the possessive or plural forms. Use thegeneric name of the product or article to whichthe trademark applies in all media each time thetrademark is used to make it clear that the trademark designates the origin of that productand not the name of the product.

5. When using GE secondary word marks in advertising and promotion, follow these guidelines:



Use of GE Trademarks & Nameoutside the U.S.A.

360.20

• GE trademarks may be used in all countries outside the U.S.A., subject to local restrictions, by distribution and service businesses outside GE

under agreements with GE businesses.

• GE marks should not be translated into foreignlanguages. Similarly, in text the trade names“GE,” “General Electric,” and “General ElectricCompany” should remain in English wheneverpossible.

Note: Although exclusive use of the communica-tive name “GE” is preferred, outside NorthAmerica where the abbreviation is not commonlyrecognized, “General Electric” may be used.In text, use the name “General Electric” whenthe Company is first mentioned, but use “GE” in subsequent references. In a graphic signature,use the name as shown in the first example below.

Never translate or change the Monogram.The Monogram may not be redrawn or alteredin any way.

Since trademark laws vary from country to country, follow these special requirements for the use of marks outside the U.S.A.

Standard Trademark Protection NoticeA number of foreign countries require a noticeof trademark registration. Therefore, as standardpractice, it is best to use one of the followingnotices in all countries, particularly in printedmatter:

• Form 1: Follow a GE mark with an asteriskreferring to one of the statements below in theofficial language of the country:

*Registered Trademark of General Electric Company, U.S.A.

*Trademark Proprietor General Electric Company, U.S.A.

*Trademark of General Electric Company, U.S.A.

• Form 2: Use the statement below without anasterisk:

• Form 3: Use one of the “registered trademark”phrases below:

- In English-speaking countries, display the words“Reg.Trademark” in English below the Monogram(when used alone or in a graphic signature) as shown in the second example at the left.

- When material is printed in other languages, use the appropriate version below the Monogram(when used alone or in a graphic signature): for example,

Spanish Marca Registrada or M.R.

Italian Marchio Registrato

Dutch Wettig Gedepondeerd

Norwegian Registret Varemerke

Portuguese Marca Registrada

French Marque Deposée

- For translations not listed, consult your counsel.

• Form 4: When there is inadequate space to followthe mark with an asterisk and an official statementin Germany, Denmark, and Sweden, use the ® symbol just above and to the right of theMonogram (when used alone or in a graphic signature) or just above and to the right of theGeneral Electric Signature.

gGeneral Electric

g Registered Trademark of General Electric Company, U.S.A.

gGE Motors

Reg. Trademark

gGE Motors

®

In addition to theguidelines appearingon other pages ofthis document, whenusing the GE trade-marks and name outside the U.S.A.,follow these specialguidelines:



Advertising 360.30

Advertising is one of the most visible and effectiveapplications used to maintain high GE brand awareness in the marketplace. Upholding commonstandards gives all GE brand advertising a collectivestrength that adds impact to each individual advertisement.

To optimize the impact of advertising prepared bysales and service businesses outside GE, you shouldrelate it to all other GE advertising by following theadvertising guidelines presented on pages 30 to 33.

The advertisements shown on pages 30 and 31 arebased on a flexible and effective format suitablefor many of your requirements. Incorporated intothe format are spaces for headlines and body copy,product illustrations, and your business identification.

Univers and ITC New Baskerville typefaces (seepage 14) are used in advertising as a means of main-taining a consistent appearance in all promotionsof GE products and services.

In addition to the points mentioned here, youshould also follow the general guidelines for trade-mark use and application of graphic signatures (seepages 12 to 14). (Note: Advertisements provided by GE

will include open space for dealer or distributor identity.Dealer or distributor identity should be visually balancedwith the GE graphic signature but should not appear in the space immediately surrounding the GE graphic signature. See the sample specification sheet on page 37.)

Print Advertising Guidelines

• For the basic layout of a large multiproduct advertisement, as shown on page 31, use a grid ofequal-size rectangles. For the basic layout of a small single-product advertisement, as shown on thispage, use a single rectangle.

- Place a single product illustration and its descriptive copywithin each rectangle.

- For large products and those usually grouped together, use two to four rectangles.

continued

Prova en lada av anyER energi-soarande lamporfrån GE ¡30 dagar.

• Ntxl et lrxelsn vnekradnixl rety nonst

• Vlexin mewscan enlettniggs collsar

• Whensw clatt uninextiu ylinl klsgn

• Ystrgglin saalina sye quens!

AB Ingeniörfirman Lars BorgN. Agatan 2, 102 42 Stockholm

nez 30nez 20

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Advertising, continued 360.31

• Display the signature Monogram next to each GE product illustrated or named for sure and fastidentification of GE merchandise.

In advertisements that include only GE products,the Monogram may be used alone for quick identi-fication. It should be positioned to the left of theheadline at the top of the advertisement, as shownin the example at the right. Note: The Monogram maynot be used as a word within a headline; it must always beseparated from the words in the headline by clear space.

• To emphasize and differentiate subheads, productnames, and graphic signatures, reverse them fromsolid bars or bands.

- Use a solid black bar at the top of each product illustrationrectangle and reverse the product name in white.Note: Use the product name with a signatureMonogram in a special signature arrangement (see page 12), as shown in the example at the right.Because space within the bars is limited, the LaserLine may be omitted.

- Use a solid black bar at the bottom of each product illus-tration rectangle and reverse in white any additionalinformation.

• To emphasize headlines and sign-offs, highlightthem with large type and use color or reverse themfrom black bars or bands.

- In a large advertisement, use solid black bars aboveand below the headline and reverse subheads in white.

- Use a solid black band at the bottom of the advertisementand reverse the sign-off information in white.

• Use the italic versions of Univers forall headlines and subheads - all product names appearing in black bars and bands - all statements appearing in black bars and bands

Note: Avoid the roman versions of Univers.

• Use the roman versions of ITC New Baskervillefor all descriptive copy.

• Use flush left, ragged right settings for all typography.

• Avoid the use of illustrations other than productillustrations.

• Avoid secondary logos or design marks.

SPECIAL LIMITED TIME OFFER ON GE APPLIANCES!

Save Now on Selected GE Appliances

g AnniversarySale!

ABC ApplianceAuthorized Dealer Open every Friday until 8:30pm

e 30” Gas Range

Self-Cleaning Oven

Model JGBP26GEJ

Lift-off black glass oven window

door. Waist-high broiler Porcelain

enameled cooktop. Automatic

pilotless ignition.

e Microwave Oven

Electronic Controls

Model JE1465H

1.4 cu. ft. oven cavity. Electronic

digital display with clock. Auto-

matic cooking control with Auto

Reheat. Shelf. Temp Cook/Hold.

e 4-Cycle Washer

5 Programmed Selections

Model WWA8600G

Extra large capacity for

regular loads. SPOTSCRUBBER

cycle for small loads of tough stains

and Mini-Wash system.

e 6-Cycle Dryer

Extra Large Capacity

Model DDE9200G

Electric Sensor Control Dryer.

Automatic permanent press and

knits cycle. 4 drying selections.

Up-front lint filter.

e 30” Electric Range

Self-Cleaning Oven

Model JB550GJ

Deluxe black crystal control

panel. Electric digital clock,

minute timer and oven timer.

Black glass oven door.

eWe bring good things to life.

GE Answer Center® 800.626.2000Convenient CreditWritten Warranty ProtectionDo-It-Yourself HelpPrompt, Reliable Service

MORE THANA PRODUCT

g g

g g

continued



Television and Radio Advertising Guidelines

• You may use a graphic signature to contain the“Authorized” legend in the sales or service business identification at the end of televisioncommercials, as shown in the example below.

• Use the name “GE” and not “General Electric”in all verbal references to the Company and itscomponents, subcomponents, and licensed affili-ates (if appropriate). (For exceptions to this rulein advertising outside the U.S.A., see page 20.)

360.32Advertising, continued

Fred’sHome Appliances3500 Bayshore Avenue555-1234

Authorized Dealere

ACME APPLIANCE CENTER

110 Elm St 555-4567

SANCHEZDistribuidor AutorizadoGeneral Electric Company U.S.A.[names of products you handle]47 Calle Ocho 555-6889

Telephone Directory Advertising Guidelines

• Although you may use GE trademarks in tele-phone directory advertising, you may not incor-porate them into your business name.For example, in a White Pages listing in the telephone directory, you may not be listed as “GE Appliance Dealer.”

In the White Pages of the telephone directory,place your listing under your own business name.Do not list it under “GE” or “General Electric.”

A correct listing displays only the correct business name, as shown below:

• Your name may be followed with your “Autho-rized” legend, the name of the Company, andthe names of the GE products or product linesyou handle, as shown below:

continued



Advertising, continued 360.33

Sanchez47 Calle Ocho555-6889

Distributor Autorizado

Lampag

Yellow Pages Advertising Guidelines

When using GE trademarks in Yellow Pagesadvertising, follow these basic guidelines:

• Use a GE heading or finding line to identify theproduct lines or services you handle.

Display Advertisements:• Make the size of your business name larger than

the GE trademarks.

• Do not use the Dynamic Monogram. The DynamicMonogram may not be used by your business in advertising or any application except signs.See page 38.

• Use authorization statements such as “FactoryTrained Technician” or “Authorized Service” only if you have a written agreement with GE

to provide in-warranty service.

• You may use a graphic signature to contain the“Authorized” legend along with the names of theproducts you handle, as shown in the followingexample of a display advertisement.

In-column Listing:Note: Trademark and trade name listing programs may be available through the GE

business you represent.

• When a GE program is available, your listings mustbe placed with the GE business component’sagency. Contact your sales representative for further information. Do not go through local Yellow Pages sales.

• If a GE program is not available, advise local YellowPages sales of GE’s guidelines for Yellow Pagesadvertising.

Sample in-column listing formats are shownbelow.

GE REFRIGERATORS FOOD FREEZERSSelect from a full lineof refrigerators and freezers, featuring the exciting Space Center refrigerator backed by GE Consumer Service. g

“WHERE TO CALL”AUTHORIZED DEALER

Acme Appliance Center110 Elm St 555-4567

GE REFRIGERATORS FOOD FREEZERSAUTHORIZED DEALER

Acme Appliance Center110 Elm St 555-4567



Promotional Materials 360.35

You may use displays to promote GE products andhighlight product features at the point of purchase.

The examples on this page demonstrate the properuse of graphic signatures, program typography, andcolors as they relate to typical point-of-purchasematerials.

A general rule to follow is to relate the layout andcolor of point-of-purchase materials to the themeof the promotion or environmental graphics, taking care to adhere to the guidelines presentedon previous pages.

GgLampa

Prova!Proa en lada av nya ERenergi-soarande lamporfran GE. 30 dagar!

Franco’s

e Dishwashers

$3000Rebate

When You Purchase at RetailModel GSD 110L, GSD1000L or GSD940LJune 23 - August 5, 2002

Fred’sHome Appliances

Gg AuthorizedDistributorMotors

The power that brings things to life.

Brad’s10101 Wilshire Boulevard555-5432 g Authorized

DistributorCircuit ProtectiveDevices

Swit’s



Print & Product Literature 360.36

• If GE products are not named or illustrated inthe print materials, the GE trademarks, “Autho-rized Dealer,” or “Distributor” legends may notbe displayed, even if you handle GE products.

• Display the signature Monogram next to each GE product illustrated or named for sure and fastidentification of GE merchandise.

• Use the GE graphic system described on pages 12to 14 and follow the five rules on pages 15 to 17.

• In the reproduction materials, promotionalbrochures, and mailers given to you by GE, adequate space is provided for your identification.

continued

GgDistribuidor Autorizado

32 Calle Ocho, MadridTele: 419171

Armando ReverolArtefactos Electricos

You may use GE identification in print and product literature according to these generalguidelines and those presented on previous pages:

• In each case, make it clear to the public that a local store, not the Company, is promoting GE products.

• Use the “Authorized Dealer” or other appropriate legend.



Print & Product Literature, continued 360.37

e Authorized DealerCV 2000 ® CarFoneCellular Mobile-Telephone

AutoMattMatt Saxon’s personal selection...the best of everything for your car.210 Fifth Avenue, 555-AUTO

1

2

3

4

5

6

7

8

9

*

#

0

Freezer Features• 6.31 cu. ft. freezer with two Ice ‘N Easy trays,

ice storage bin.• One full-width, two-position compartment

shelf .• Equipped for optional automatic icemaker.• Two door shelves.

Fresh Food Features• Three adjustable glass cabinet shelves: two

split and one full-width.• Sealed meat pan.• Two vegetable/fruit pans.• Removable utility bin.• Two dairy compartments• Two door shelves.

General Features• Durable Permalon II cabinet and door linerresist stains, chipping and cracking.

• Foam insulation in cabinet and doors.• Energy Saver Switch helps cut operating cost.• Magnetic door gaskets: fungus-resistant.• Textured steel doors.• No coils on back: fits flush at rear.• Reversible doors.• Rolls out on adjustable rollers.• Protective door stops.• Available in Almond and White.• Color matched door handles.

Dimensions TBX21KM

Height (in.) (A) 661⁄4*Width (in.) (B)** 311⁄4Depth (in.) (including handles) (C) 311⁄2Depth (in.) (less handles) 2911⁄16

Depth (in.) (with door open 90°) (D) 597⁄8Approx. Shipping Weight (lbs.) 240

Warranty InformationFull One Year Warranty (parts and labor atno additional charge) applies to the entirerefrigerator.

Full Five Year Warranty on any part of thesealed refrigerator system (includes compressor,condenser, evaporator and all connecting tub-ing). See written warranty for details.

Before purchasing any appliances read importantenergy cost and efficiencyinformation available fromyour retailer.

GE has a policy of contin-uous improvement of its products and reservesthe right to change mate-rials and specificationswithout notice.

20.7 Cu. Ft. Top-Mount No-Frost Refrigerator

Optional AutomaticIcemaker

* Height does not include hinge.** If Top Mount No-Frost is used against a wall, on hinge side allow 1” clearance.

Allow 2” on each side and 1” at top for air circulation and ease of installation. Electrical rating 115 volts. AC 60 Amps. 100 Volts. AC 50 Amps. Three-prong grounding plug.

Weyburn’sHome Appliances

gGE Appliances

DC

A

B

Specifications TBX21KM

Total Refrigerated Volume (cu. ft.) 20.7Fresh Food Compartment (cu. ft.) 14.35 Freezer Compartment (cu. ft.) 6.31 Total Shelf Area (sq. ft.) 26.6

Dimensions and Specifications

Pierce Electronics

Now...Slash yourlight bill up to 70%

g Authorized DistributorWattMiser® Bulbs

(without giving up light)



Signs 360.38

gAuthorized DistributorMotorsMotor Controls & PartsTransformersCircuit Protective Devices

Simpson’sWinding Co.

xFred’sAppliances

Premium Dealer

You may use GE identification on facility signs.Specific usage is outlined in your written agreement or sales contract and follows thesegeneral guidelines:

• Regardless of the form used, keep the GE

trademark less prominent than your businessidentification.

Note: Some signs on this page assume that your nameis displayed nearby on a larger sign, as shown below.

• When displaying the Monogram, adhere to thecolor standards on page 14.

• Display the Monogram with the full “Authorized”legend plus the names of the products or services handled, as shown in the example below.

The Dynamic Monogram may be used in signs,but only in those signs specified by GE in a specific sign program, as shown in the examplebelow. Note: You may not incorporate theDynamic Monogram into any other signs or inany other applications. For more information,contact the business you represent.

continued

e

Casa Antonio

DistribuidorAutorizadoLampa



Signs, continued 360.39

eMobileCommunicationsAuthorizedDealer

Collins Co. gMobileCommunicationsAuthorizedDealer

CollinsCo.

The triptych system is a flexible and distinctiveway to maximize identification. Its simplicitylends itself to a variety of applications and repro-duction techniques. For example, the triptychsystem may be used in applications such as stationery, business forms, displays, and vehicles,as well as signs.

Each panel of the triptych carries specific information:

• The first panel features the Monogram alone.• In the middle panel, either the generic name of the

product or service offering or the “Authorized”legend, typeset in capital and lowercase Univers68, may be used.

• The third panel features your name (preferablytypeset in capital and lowercase Univers 68),other GE primary trademarks, or any of the information that may appear in the middle panel,described above.

Two color treatments may be used in the triptych:

• In the reverse version, shown at the left, the letters/curlicues of the Monogram and all typography ineach panel are reproduced in white against aPlatinum Grey or black background.

• In the positive version, shown below, the outline circle and the field of the Monogram and alltypography in each panel are reproduced in Plat-inum Grey or black against a white background.

• In either version, other primary GE trademarks,such as Hotpoint and RCA, may be reproducedin black, white, or the color usually associatedwith the mark—whichever color maintainsstrong contrast with the selected background.



Vehicles 360.40

When properly identified, your vehicles buildawareness not only for your business but for GE

as well.

To avoid confusion, you must communicate yourindependent relationship with GE by

• keeping the trademark identification of the GE products that you handle subordinate to thename of your business

• displaying the Monogram with the full “Autho-rized Dealer” or “Distributor” or “Service” legend that includes the names of the productssold or services rendered

The triptych system, described on page 39, maybe used on trucks with the Monogram, productor service names, and “Authorized” legend. If you repeat the triptych on the back of yourvehicle, you may repeat your business name inthe third panel.

MavillaAv. MunicipalCaracas

gDistribuidorAutorizadoLampa

Don’sHome Appliances

e AuthorizedDealer

Red’sMotor Service

Authorized ServiceMotors

g



Stationery 360.45

You may use GE identification on your stationery,including letterheads, envelopes, and businesscards, provided your own business identificationis predominant.

Specific usage is outlined in your written agreement or sales contract and follows thesegeneral guidelines:

Weyburn’sHome Appliances

3500 BayshoreAnytown, 01234(222) 555-1234 g

Air ConditionersRefrigeratorsMicrowave Ovens

General Supply Ltd.P.O. Box 200NW 378 New ZealandPhone (03) 456 7890Facsimile (03) 234 5678Telex A8 23456

gAuthorized DistributorAppliance Controls

Authorized Distributorof Freddy’s Furnaces

BarnsdorkFactory Robots

3500 BayshoreAnytown, 01234(222) 555-1234

g Authorized DistributorAutomation Systems

Paolo’sPlasticsProducts

3500 BayshoreAnytown, 01234(222) 555-1234 g Authorized

Distributor

PlasticsStructuredProducts

Freddy’s EnergyProducts

General Supply Ltd.

P.O. Box 200NW 378 New Zealand

Phone (03) 456 7890Facsimile (03) 234 5678Telex A8 23456

John W. MartinManaging Director

gAuthorized DistributorAppliance Controls

Authorized Distributorof Freddy’s Furnaces

Freddy’s EnergyProducts

3500 BayshoreAnytown, 01234(222) 555-1234Fax: (222) 123-4567

William B. SmithSales Representative

MeyerMedical Supply

g SalesRepresentative

MedicalSystems

Typical letterheads, top portion,shown at reduced size

Typical business cardsshown at actual size

Adhere to the guide-lines for applicationof graphic signatures.(See pages 12 to 14.)

Reproduce the Mono-gram and signaturetypography in Plat-inum Grey or blackin all applications.

On stationery, either

• display a graphic signature with

- the names of theproducts sold

- the full “AuthorizedDealer,” “Distributor,”or “Service” legendthat includes thenames of the prod-ucts sold or servicesrendered

• use the triptych systemto include the Monogram, “Autho-rized Dealer” legend,and name of theproducts sold (seepage 39)

Note: Regardless of theform used, the GE trade-mark must always beless prominent thanyour business identifica-tion.



Business Forms 360.50

On forms such as invoices or statements, either

• display a graphic signature with

- the names of the products sold

- the full “Authorized Dealer,” “Distributor,” or“Service” legend that includes the names of theproducts sold or services rendered

• use the triptych system to include the Monogram,“Authorized Dealer” legend, and name of theproduct sold (see page 39)

Note: Regardless of the form used, the GE trademarkmust always be less prominent than your business identification.

You may use GE identification on your businessforms—but not the complete GE graphic system—and only on those forms specifically related toGE products.

TranswayTranspoSupplies

Invoice3500 BayshoreAnytown, 01234(222) 555-1234

gTransportation Parts

BarnsdorkFactory Robots

Invoice3500 BayshoreAnytown, 01234(222) 555-1234

g Authorized DistributorAutomation Systems

Paolo’sPlasticsProducts

Invoice g Authorized Distributor

PlasticsStructuredProducts

3500 BayshoreAnytown, 01234(222) 555-1234

Typical business formsrelated to GE products, top portion,shown at reduced size




The Monogram is an original hand-lettered designwhich may never be redrawn or altered in any way.For correct and consistent display of this trade-mark, always use official reproduction materials.Never reproduce the signature Monogram from second-generation photostats or other unauthorized copies.

g eCorrect positive form Correct reverse form

In both the positive andreverse forms, reproduce the Monogram so the letters/curlicues are lighterthan the field, as shown inthe correct examples above.

e gIncorrect positive form Incorrect reverse form

The following reproduction materials are available to all sales and service businesseslicensed to use the GE trademarks and their suppliers:





- positive- reverse



To obtain these materials, contact the GE business you represent.

OEM

s

370

GE Identity Program

g

Contents


OEM Packaging 220.91

OEM Shipping Cases & Cartons 230.91

These special guidelines apply to original equipment manufacturers (OEMs) who use GE components, products, materials, or subassemblies in their products.

The guidelines are excerpted from the followingGE Identity Program documents:

• 210, Product Identification• 220, Packaging• 230, Shipping Cases & Cartons


Plates, Tags, and Labels Prepared and Supplied by GE to OEMS

When GE components supply plates, tags, or labels to a customer OEM, these Company-prepared attachments should follow these guidelines:

• The Monogram is the only trademark that maybe used. It may be used in any graphic signaturearrangement such as those described on page 02.

• Make sure that the “Equipped with” statementand the Monogram are less prominent than the OEM’s name or trademark on the complete product.

• The Monogram must be subordinate to the“Equipped with” statement.

• Supply the same number of attachments as products to the OEM. When the GE product is a material sold in bulk, establish suitable standards for determining the number of attachments to be supplied.


The Company organization supplying plates,tags, or labels must detail limitations in writing to avoid any confusion. The agreement must provide that the OEM or its distributors or dealerswill not use GE trademarks in advertising or promotion.

The Company organization selling the compo-nent product is responsible for taking action if its customers or customers’ resellers abuse privileges of use or if misrepresentation occurs.

EquippedwithgMotor


Original Equipment Manufacturer (OEM) Customers and Their Dealers

Upon request, a manufacturer whose productsuse GE components, products, materials, or sub-assemblies may be authorized to attach a perma-nent information plate to the manufacturedproduct naming the GE product or materialsincluded. When the plates clarify informationsuch as warranty coverage or service channels,they are of benefit to GE.

When the OEM prepares the plate, the plateshould include only the Company name, not thetrademarks. All plates prepared by OEMs must beapproved by the responsible Company component.

Equipped withGE Fractional-HP

Motor


220.91OEM Packaging


OEM customers may not be authorized to use thecorporate trademarks on product packaging. References on customers’ packages to the productssupplied by GE should be confined to nonpromi-nent use of the name “GE” in a factual statement,such as “Equipped with GE motor.”



OEM customers may not be authorized to use the corporate trademarks on shipping cases and cartons. References on customers’ packages to the products supplied by GE should be confined to nonprominent use of the name “GE” in a factualstatement, such as “Equipped with GE motor.”

230.91OEM Shipping Cases & Cartons

& G

EId

entit

y Pr

ogra

m D

ocum

ents

Adob

e Acr

obat These guidelines help you use any GE Identity

Program document in the Adobe Acrobat Readerprogram on your computer.

Note: Using the Adobe Acrobat family of programs,a file prepared in any program on any computer withany typeface and graphics can be compressed andconverted into the Adobe portable document format(PDF), which can be viewed on a different computerwith only Acrobat Reader installed. The program,typefaces, and graphics used to create the originalfile need not be installed on the viewing computer. All GE Identity Program electronic files have beencompressed and converted to PDF files to makethem widely accessible. To view any GE Identity Program document on your computer, all you need isAdobe Acrobat Reader.

Contents

Getting Started 381.01

Standard Navigational Tools 381.02

Custom Links 381.04

Document Plan 381.05

381

GE Identity Program

g

GE Identity Program 381, Adobe Acrobat & GE Identity Program Documents


Getting StartedUsing Adobe Acrobat Reader

381.01

1. Install Adobe Acrobat Reader.

To open a GE Identity Program document onyour computer, first install the Adobe AcrobatReader program. It is available at no cost

• on the CD-ROM GE Identity Program Standards &Guidelines, available from the GE Identity Websiteor Hotline

• from Adobe through most online services or itsWorld Wide Web site, http://www.adobe.com

Open the Acrobat Reader Guide in the Helpmenu to familiarize yourself with Acrobat’s navigational tools. They include

• thumbnails• bookmarks• other toolbar buttons• scroll bars• keyboard shortcuts

These tools help you move easily around andthrough any Adobe Acrobat document, including all GE Identity Program documents, to find quickly the information you seek.

2.Open the document.

To open a GE Identity Program document once Adobe Acrobat Reader has been installed,follow these steps:

• Insert the disk containing the GE Identity Programdocument. If the disk does not automaticallyopen to a window, double-click the disk icon.

• Optional: To copy the GE Identity Program docu-ment to your hard disk, drag the document iconfrom the open window to your hard disk icon.

• Double-click the icon of the GE Identity Programdocument to open it.

Once the GE Identity Program document isopen, familiarize yourself with the navigationaltools provided in the Adobe Acrobat Reader program, if you have not done so already.

This document includes a brief description ofsome of the standard tools you will use mostoften in viewing GE Identity Program documents.For guidelines on using

• thumbnails and bookmarks, see pages 02 and 03• custom links, see page 04• the Document Plan on the CD-ROM GE Identity

Program Standards & Guidelines, see page 05For assistance installing and using the AdobeAcrobatReader program, contact your local computertechnical support.

Adobe, the Adobe logo, Acrobat, and the Acrobatlogo are trademarks of AdobeSystems Incorporated.

Standard Navigational Toolsin GE Identity Program Documents

381.02

Thumbnails

Most GE Identity Program documents open with thumbnails of the document pages displayed in thenavigation pane and the document cover displayed in the document area, as shown in the example atthe left. To show or hide the navigation pane, clickthe third button on the toolbar.

To show thumbnails, click the Thumbnails tab in thenavigation pane.

To show more thumbnails, use the scroll bar to theright of the navigation pane.

To go to a specific page*, click its thumbnail.



*Note: In the 3.01 and earlier versions of Acrobat Reader, the Acrobat page number shown below the thumbnail does not correspond to the GE Identity Program document page numberin the upper-right corner of each document page. In the 4.0 and later versions of Acrobat Reader, the Acrobat and document pagenumbers are the same.

toolbar

e

dard

s&.

uide

lines.

navigation pane

document areathumbnail

scroll bar

Stan

da.

Gui

d. To increase the width of the navigation pane and display more thumbnails at once, drag the windowsplitter (located below the vertical scroll bar) to the right, as shown in the example at the left.

Thumbnails help locate pages with pictures, but all-text pages can appear confusingly similar at thumbnail size, and the time required for thumb-nails to be drawn on the screen can slow navigation.For faster navigation, use bookmarks, described on page 03.

continued

Basic

tand

ards Program Overview 110

Trademark Practices & Protections 120Primary Trademarks & Service Marks 121Secondary Trademarks & Service Marks 122Trade Names, Trademarks, 123 & the GE Identity Program (30.11)

Graphic System 130Graphic Signatures 131Color 132Typography 133Dynamic Monogram 134

GE Identity Program

e

GE Identity Program 010, Contents GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

010.01GE Identity Program Standards & GuidelinesContents

100, Basic Standards

110, Program Overview

120, Trademark Practices & Protections121, Primary Trademarks & Service Marks122, Secondary Trademarks & Service Marks123, Trade Names, Trademarks,

& the GE Identity Program (30.11)

130, Graphic System131, Graphic Signatures132, Color133, Typography134, Dynamic Monogram

200, Application Standards

Products & Packages210, Product Identification220, Packaging230, Shipping Cases & Cartons

240, Marketing Communications241, Advertising242, Recruitment Advertising243, Promotional Brochures244, Product Literature245, Promotional Materials247, Exhibits248, Presentation Materials

250, Employee Communications251, Newsletters252, Employee Identification242, Recruitment Advertising

(See document 242 in Marketing Communications)

Stationery for261, North American Components & Affiliates262, Corporate Staff264, Components outside North America

Formatting Stationery263, in North America265, outside North America

Other Applications270, Forms & Checks280, Facility Signs285, Facility Signs Engineering Drawings290, Vehicle Identification

300, Special Guidelines

301, Component Names

Summaries & Excerpts315, Summary Standards & Guidelines320, Components outside the U.S.A.330, United Kingdom Materials

Affiliates, Joint Ventures, & Joint ProjectsFor GE employees:

341, Name & Trademark Practices forAffiliates, Joint Ventures, & Joint ProjectsFor affiliates:

342, Affiliates Name & Trademark PracticesFor joint venture partners:

343, Joint Ventures Name & Trademark PracticesFor joint project partners:

344, Joint Projects Name & Trademark Practices

Licensees & Other Users350, Licensees Trademark Practices360, Sales & Service Businesses

Trademark & Graphic System Practices370, OEMs

Other Special Guidelines381, Adobe Acrobat & GE Identity Program Documents382, GE Logo Font382.Sup, GE Logo Font Supplement

390, Frequently Asked Questions391, FAQ: Basic Standards392, FAQ: Advertising & Branding

500, Reproduction Materials

Contained in this volume:540, Signature Monogram

Grid Drawings


510, Monogram Reproduction ProofsOffset-printed sheets used in traditional camera-ready mechanical artwork and photomechanical reduction with one sheet each of the original versions of the signature and Dynamic Monograms

551, GE Logo FontCustom font for Windows or Macintosh computers with all versions of the signature and Dynamic Monograms

560, Color SamplesOffset-printed sheets used to establish visual standards for match color reproduction with one uncoated and one coated sheet of Platinum Grey, Laser Red, the GE Grey & Metallic Color Palette, GE Dark Color Palette, andGE Bright Color Palette



What? To accomplish our objectives, the three-part GE Identity Program provides naming standards, graphic standards, and application guidelines.

Naming standardsaddress the first objec-tive of the program:to broaden awarenessof GE’s diversity. The guiding principleis simplification ofour names so thatthey are accurate and easily understood.

These are the key elements:

• The name of the Company is “GE.” We no longer use the name “General Electric Company,”except when legallyrequired.

• Components use “GE”with an accurate, short,and easily understooddescription of theirbusiness: for example,“GE Appliances” and “GE Plastics.”

• Affiliates may choose to use “GE” and/ortheir own names. The affiliate namingprocess helps to deter-mine the most appro-priate affiliate names.

Reliability is conveyedby

• continuing use of theMonogram, a 100+year-old symbol thatis familiar and trusted

• standardizing the color of the Monogramto Platinum Grey,creating a classic and distinguishedpresentation

• using a serif typeface,ITC New Baskerville,suggesting traditionalqualities

Application guidelines,the final part of theprogram, detail correct use of thenaming and graphicstandards in all media.The fundamentalprinciple guidingday-to-day applicationof the identity is theconsistent and correctimplementation of the program standardsas the context forcreativity.

Graphic standardshelp to achieve theother two objectivesof the program:to improve perceptionof the Company andunify the presentationof our identity. Peoplerecognize our relia-bility, but they havefailed to credit us forour dynamic andinnovative responseto a changing businessenvironment.

Dynamism and inno-vation are conveyed by

• using a signature thatprovides a contemporaryenvironment for theMonogram;the signature features

- the Laser Line, sug-gesting the precisionof high technology

- an italic typeface,Univers, suggestingenergetic forwardmovement

- an asymmetrical layout,conveying movementwith its visual tension

• selectively using a por-tion of the Monogramon a large scale—theDynamic Monogram—suggesting thatthe Company is too dynamic to becontained

The graphics capture the paradox of our image—reliability combined with dynamism.


Who? Who is includedin the GE Identity Program?

110.04

Whether the GE Identity Program applies to you and the communications you handle depends on the answer to a single question:

Do you use the name “GE” or the Monogram to identify or promoteyour product, service, component, subcomponent, division, department, operation,internal function, program, or project?

Yes.If you use the name “GE” or the Monogram to identifyor promote your product, service, organizational part,or internal activity, then the GE Identity Programstandards and guidelines apply to all your com-munications, from letterheads and businesscards to advertising, promotional materials, andsigns. The GE Identity Program provides stan-dards and guidelines controlling the use of thename “GE” and the Monogram in all media.

Everyone with responsibility for creating, purchasing, or managing communications for theCompany and its operating units and affiliates—both GE employees and their authorized suppliers—should carefully review and apply the principles and standards contained in the GE Identity Program documents.

Note: Special guidelines are available for• components outside North America• affiliates, joint ventures, and joint projects• dealers, distributors, sales representatives, and

repair shops• external licensees• original equipment manufacturers (OEMs)• materials used in the United Kingdom

See document 300, Special Guidelines.

No. If you make no reference to GE—that is, you do not use the name “GE” or the Monogram to identify orpromote your product, service, organizational part, or internal activity—then the GE Identity Programstandards and guidelines do not apply to yourcommunications.

Your only obligations in support of the GE

Identity Program are these:

• In copy (such as in the body of letters) and conversation (such as in sales presentations),use the correct communicative names for GE

components and affiliates. (For a current list ofcomponent communicative names, see document301, Component Names, page 05.)

• In designing communications, avoid using GE Identity Program elements such as

- the graphic signature structure, including· the Laser Line· signature typography

- the corporate colors:· Platinum Grey · Laser Red

- program typography, including the series· Univers and Univers Condensed· ITC New Baskerville

Note: In all media, all users of the Company’strademarks and service marks are subject to theuse and protection guidelines in these documents:

• 121, Primary Trademarks & Service Marks• 122, Secondary Trademarks & Service Marks• 123, Trade Names, Trademarks, & the GE Identity

Program


Who is includedin the GE Identity Program? continued

110.05

Examples of components, affiliates, and commu-nications that are not subject to the standardsand guidelines of the GE Identity Program include

• RCA® brand promotional media such as advertising, brochures, product literature, andpackaging (without any GE identification)

Note: Permanent media such as stationery, busi-ness forms, signs, vehicles, and shipping cartonsused by the GE components that market the RCA

brand are subject to the standards and guidelinesof the GE Identity Program.

• Permanent and promotional media used by- NBC

- Hotpoint (without any reference to GE)- affiliates using level 4 and 5 names as determined

by the affiliate naming process (See document341, Name & Trademark Practices for Affiliates, JointVentures, & Joint Projects.)


Glossary 110.10

affiliatean organizational element wholly or partiallyowned by the Company, or by one of the Com-pany’s components or affiliates, that is incorporatedand operates with its own board of directors

affiliate naming processthe method by which names are developed foraffiliates, using the five-level naming scheme andthe naming decision tree(See document 341, Name & Trademark Practicesfor Affiliates, Joint Ventures, & Joint Projects, pages21 to 26.)

applicationan item of promotional or permanent media

backgroundthe area surrounding an image; specifically, the area surrounding the Monogram

baselinethe alignment point of letterforms along theirbottom edges

bleedto reproduce so the image continues off the format

brand or brand marksynonym for word mark or design mark

capital heightthe vertical dimension of an uppercase lettermeasured from its top to its base perpendicularto the baseline

capital lettera large or uppercase letter as distinct from a lowercase letter in the alphabet

communicative namethe informal name of the Company or one of itsorganizational elements, used in conversation,copy, and graphic signatures. It does not containlegal terms such as “Company,” “Inc.,” or “Ltd.”(For example, the communicative name of theGeneral Electric Company is “GE.”)

componenta wholly owned organizational element of theCompany that operates without a separate boardof directors

condensedhaving the characteristic of type compressed in width (For example, this sentence is typeset in a condensed typeface.)

corporate colorPlatinum Grey or Laser Red(See document 132, Color, page 02.)

corporate marka word mark or design mark used to designate the GE brand of products or services, including• the Monogram• the block letter initials “GE”• the General Electric Signature(See document 121, Primary Trademarks & ServiceMarks, pages 03 to 11.)

design marka symbol, logotype, or other visual deviceadopted and used by the Company to designateits products or services and differentiate themfrom any others. A design mark is usually protected by registration in the U.S. Patent &Trademark Office (for example, the Monogram,the NBC Peacock, the RCA logotype).(See document 121, Primary Trademarks & ServiceMarks, page 01.)

Dynamic Monogramone of the authorized drawings of only a portionof the Monogram, used as graphic support in program applications(See document 134, Dynamic Monogram.)



fieldthe area within the Monogram, excluding the letters/curlicues and including the outline circleof the positive Monogram(See document 131, Graphic Signatures, page 30.)

five-level naming schemea tool used in the affiliate naming process thatincludes five types of names, each communicatinga specific degree of association between theCompany and an affiliate(See document 341, Name & Trademark Practicesfor Affiliates, Joint Ventures, & Joint Projects, pages21 and 22.)

flush leftaligned at a common left margin (See visually flush left.)

formatan area in which elements of identification, such as graphic signatures and other graphic andtypographic elements, are placed

four-color processa method of reproducing full color by separatingthe desired colors into screen values of the primary ink colors—magenta, cyan, and yellow—and black, and printing them in combination

GE color paletteone of the three groups of colors used in program applications(See document 132, Color, pages 03 to 05.)

General Electric Signaturethe name “General Electric” typeset in all capitalsans serif letters with the Monogram placed betweenor centered above the words in the name(See document 121, Primary Trademarks & ServiceMarks, page 04.)

generic namea name consisting of common words not protected by trademark registration

graphic signaturethe fundamental visual expression of identity,usually consisting of three elements,• the signature Monogram• signature typography• the Laser Lineconfigured in one of the acceptable arrangements(See document 131, Graphic Signatures.)

graphic supporta visual element used in a layout to enhance the verbal message conveyed in a graphic signatureor other typography such as a title or headline (for example, a photograph, an illustration, a thematic graphic, the Dynamic Monogram)

gridan underlying structure used to organize elements in a layout

italichaving the characteristic of type with mainstrokes slanting to the right (For example, this sentence is typeset in an italic typeface.)

joint marksthe Monogram combined with an affiliate mark,used to identify a joint venture(See document 341, Name & Trademark Practices for Affiliates, Joint Ventures, & Joint Projects, pages32 to 35.)

joint projectan ad hoc relationship between GE and anothercompany to handle a project, bid a job, market a product, and so on(See document 341, Name & Trademark Practices for Affiliates, Joint Ventures, & Joint Projects, pages40 to 42.)

joint venturean independent business entity jointly owned by GE and one or more partners who cooperate in managing it(See document 341, Name & Trademark Practices for Affiliates, Joint Ventures, & Joint Projects, pages30 to 39.)



Laser Linethe fine horizontal line used as an element ofgraphic signatures(See document 131, Graphic Signatures, page 36.)

Laser Redthe corporate color often used in the Laser Line,the standard for which is shown and specified in document 560, Color Samples(See document 132, Color, page 02.)

layoutthe arrangement of graphic and typographic elements within a format

legal namethe formal name under which the Company or one of its organizational elements operates as a lawfully registered business, generally usedin media only when required by law, such as inthe address block on letterheads and in contracts,proposals, and agreements. A legal name oftencontains legal terms such as “Company,” “Inc.,”or “Ltd.” A legal name is not used in a graphic signature. (For example, the legal name of GE

is “General Electric Company.”)

letters/curlicuesthe script lettering of “GE” plus the scrolls that form a circle around the lettering in theMonogram (used as an abbreviated reference)(See document 131, Graphic Signatures, page 30.)

letterspacingthe space between letters in a word

line spacingthe space between lines of typography

linear Dynamic Monogramone of the authorized drawings of the DynamicMonogram in which the field is composed of finehorizontal lines(See document 134, Dynamic Monogram, pages 06 and 07.)

lowercase lettera small letter as distinct from a capital letterin the alphabet

marginthe area in a format usually kept clear of running text

marksynonym for word mark or design mark(See document 121, Primary Trademarks & ServiceMarks, page 01.)

match colora color reproduced using a specially mixed inkinstead of four-color process

mediaforms of communication

Monogramthe authorized drawing of the trademark design,containing the initials “GE” in script letteringenclosed in curlicues forming a circle, thatappears in GE Identity Program documents(See document 131, Graphic Signatures, page 30.)

naming decision treea tool used in the affiliate naming process consisting of a succession of questions, theanswers to which assist in selecting from the five-level naming scheme(See document 341, Name & Trademark Practicesfor Affiliates, Joint Ventures, & Joint Projects, pages23 and 24.)

outline circlethe outside line surrounding the letters/curlicuesin the positive form of the Monogram(See document 131, Graphic Signatures, page 30.)

Contents

Basic Standards

Application Standards

Special Guidelines

Reproduction Material

Document Plan

Contents

Basic Standards


Special Guidelines

Reproduction Materials

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Primary Trademarks & Service Marks 121

Secondary Trademarks & Service Marks 122

Trade Names, Trademarks, 123& the GE Identity Program (30.11)

120

GE Identity Program

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permanent mediaforms of communication that do not conveychanging promotional messages and are there-fore designed once and reproduced without significant change (for example, stationery, business forms, signs, vehicles, product identifi-cation, shipping cartons)

picathe basic typographic unit of measure used in GE Identity Program documents, equal to l ⁄6 inch

Platinum Greythe corporate color often used in the Monogram and signature typography, the standardfor which is shown and specified in document560, Color Samples(See document 132, Color, page 02.)

pointthe smallest typographic unit of measure used in GE Identity Program documents, equal to l ⁄12 pica

positivebeing dark in value against a light background

primary marka design mark or word mark used to designate a broad range of the Company’s products or services(See document 121, Primary Trademarks & Service Marks.)

program applicationan item of promotional or permanent mediaprepared according to the GE Identity Programstandards and guidelines

program typographythe typeface series Univers and ITC NewBaskerville (including their standard specifica-tion as defined in document 133, Typography)used in all program applications

promotional mediaforms of communication that are frequentlyredesigned to convey changing messages (for example, advertising, print, sales promo-tion, packaging)

® symbol (registered trademark symbol)the letter R within a circle (®) used to indicatethat a trademark or service mark is registered in theU.S. Patent & Trademark Office(See document 120, Trademark Practices & Protections.)

ragged righttypeset so two or more lines of typography arenot aligned at the right margin

reversebeing light in value against a dark background

romanhaving the characteristic of type with mainstrokes perpendicular to the baseline(For example, both this word and this word aretypeset in a roman typeface.)

sans serifhaving no serifs (For example, this sentence is

typeset in a sans serif typeface.)

screena device used in printing to decrease color intensity by reproducing fine dots of the color,specified as a percentage of the selected color(For example, a 30 percent screen of black simulates a medium grey.)

secondary word marka word mark used to designate single (or a narrowrange of) products or services (for example,Carry Cool®, Spacemaker®) that is normally displayedwith a primary design mark such as the Monogram(See document 122, Secondary Trademarks & Service Marks.)

serifhaving a fine line finishing off the main strokesof a letter (For example, this sentence is typesetin a serif typeface.)(See sans serif.)

service marka word mark or design mark used to designate a service(See document 121, Primary Trademarks & ServiceMarks, page 01.)

continued


signature contentthe message contained in the typography in a graphic signature(See document 131, Graphic Signatures, pages 06 to 09.)

signature Monogramthe Monogram used in a graphic signature(See document 131, Graphic Signatures, page 30.)

signature typographythe typesetting used in a graphic signature(See document 131, Graphic Signatures, pages 31 to 35.)

strokean element of a typographic form, usually drawnin one movement (For example, the letter “M”consists of four strokes.)

™ symbol (trademark symbol)the capital letters (™) used to indicate that a name or design is claimed as a trademark(See document 120, Trademark Practices & Protections.)

thematic graphican image suggesting an idea about the Companyor its organizational parts, used in promotional media(See document 243, Promotional Brochures, page 11.)

trademarka word mark or design mark used to designate a product or a line of products(See document 121, Primary Trademarks & ServiceMarks, page 01.)

trade namea word or phrase used in a trade to designate a business or firm rather than individual productsor services(See document 121, Primary Trademarks & ServiceMarks, page 01.)

uppercase lettera large or capital letter as distinct from a lowercaseletter in the alphabet

value (of a color)the relative darkness or lightness of a color

visually flush leftaligned at a common left margin so that formsthat do not have straight, vertical left sides areplaced slightly into the margin to give the appearance of alignment at the correct point(See flush left.)

weightthe boldness of a typographic element such as a letter or a line, measured according to thethickness of its main strokes

word marka word or phrase adopted and used by the Company to designate its products or servicesand to differentiate them from any others. A word mark is usually protected by registrationin the U.S. Patent & Trademark Office (for example, GE®, Hotpoint®, RCA®, Signa®,Spacemaker®).(See document 121, Primary Trademarks & ServiceMarks, page 01.)

word spacingthe space between words


window splitter

Standard Navigational Toolsin GE Identity Program Documents,continued

381.03



Bookmarks

Most GE Identity Program documents contain a contents listing—known in Acrobat as bookmarks—which may be displayed in the navigation paneinstead of thumbnails. Note: A right-pointing triangle at the left of a bookmark indicates that the bookmark contains nested bookmarks.

To show bookmarks, click the Bookmarks tab in thenavigation pane, as shown in the example at the left.

To show bookmarks that extend below the navigationpane, use the scroll bar to the right of the pane.

To go to a bookmarked page, click its bookmark.

bookmark

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Contents

Basic Standards


Special Guidelines

Reproduction Material

Document Plan

toolbar

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navigation pane

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To show nested bookmarks, click the triangle at theleft of the bookmark so it points down, as shown in the example at the left.

To hide nested bookmarks, click the triangle so itpoints to the right.

To increase the width of the navigation pane to display more of the bookmark entries as shown in the exampleat the left, drag the window splitter (located belowthe vertical scroll bar) to the right, as shown in thesecond example on page 02.

termdefinition



Contents

Topic ATopic BTopic CTopic DTopic E

Custom Links in GE Identity Program Documents

381.04

To go to the first page of a topic,click the topic in a table of contents.

To go to the Glossary for the definition of a GE Identity Program term,click the term.

To return to a table of contents,click in the upper-right corner of the pagenear the page number.

Contents

Topic ATopic BTopic CTopic DTopic E

Topic B

Topic 9

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Topic G 5

To go to the first page of a cross-reference,click the reference.

Topic D 9

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Topic A 3

textextexttextextexseeTopic A,pages 3 to 5extext xtextetextextext.

Additional custom navigational tools—links—are built into GE Identity Programdocuments, as shown inthe examples at the left.

As an Acrobat tool likethe hand tool is scrolledover a page, it changesto a pointer hand whena link is found.

To go to the linked desti-nation, click the link.

Note: Links betweendocuments are accessibleonly if the linked document is available.

Note: Generally, only the first occurrence of a term on each page is linked. In some documents, terms are linked to definitions in the document instead of the Glossary.

Note: Similarly, in a group of documents such as the Standards & Guidelines, the upper-right corner of each document cover is linked to the next higher level in the hierarchical organization of documents. By clicking in this area, you can move quickly upthrough higher levels of contents listings.

last page scroll bar

Document Plan 700

Document Plan 381.05

In the computer version of the GE Identity Program Standards & Guidelines, a visual plan of all document covers is provided on the lastpage, shown below. In the plan, each documentcover is linked to the actual document.

To go to the Document Plan from the cover of the Standards & Guidelines, click the Document Plan button, as shown in the example at the left.

To go to the Document Plan from any page in the Standards & Guidelines, either

• click the last page button on the toolbar• use the scroll bar to the right of the document area

To go to any document shown in the Document Plan,click the document.



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nt GE Logo Font is a computer font that contains—instead of the alphabet—all versions of the

• signature Monogram (the full Monogram used in graphic signatures)

• Dynamic Monogram(the partial Monograms, each used as optional graphic support)

Once GE Logo Font is installed on a computer,any version of the Monogram can be created by simply typing a key or series of keys in any computer program that provides font menus.

GE Logo Font is available for Macintosh and Windows computer platforms from the GE Identity Website or Hotline.

These guidelines help you use GE Logo Font on a computer to create the signature andDynamic Monograms.

For technical assistance installing GE Logo Font, contact your local computer technical support.

Related guidelines are available from the GE Identity Website or Hotline:

To construct a graphic signature, see document• 131, Graphic Signatures

To use color in the signature Monogram or any version of the Dynamic Monogram,see documents

• 132, Color• 134, Dynamic Monogram

To use the Dynamic Monogram in any programapplication, see document

• 134, Dynamic Monogram

382

GE Identity Program

g

GE Logo FontContents

382.01

Introduction & General Guidelines 382.02

Signature Monogramin Word Processing Programs 382.04in Drawing, Painting, & Page Layout Programs 382.05

Dynamic Monogramin Comprehensives or Mock-Ups 382.07in Artwork 382.08

Linear Dynamic Monogram 382.09

Sizing the Signature Monogram 382.10

GE Identity Program 382, GE Logo Font GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Introduction & General Guidelines 382.02

GE Logo Font is a computer font that contains—instead of the alphabet—all versions of the

• signature Monogram• Dynamic Monogram

Once GE Logo Font is installed on your computer,you can create the Monogram by simply selectingGE Logo Font and typing a key or series of keysin any program that provides font menus.

Note: GE Logo Font is installed following thesame procedure used for any other font on your computer; this guide does not contain installation instructions. For assistance installingGE Logo Font, contact your local computer technical support.


2A. Select

- GE Logo Font from the font menu

- the Monogram pointsize*

Type the key or series of keys required to pro-duce the desired Mono-gram (in this case, “g”).This produces thedesired Monogram (withthe typing cursor at theright of the Monogram).

2B.Type the key or series of keys required to produce the desiredMonogram (in this case,“g”) in any font andpoint size.*

Select (highlight) theletter or series of letters.

With the letter or seriesof letters selected, selectGE Logo Font from thefont menu. This con-verts the selection to thedesired Monogram (withthe typing cursor at theright of the Monogram).

We bring

1. Place the typing cursor at the pointwhere the Monogramwill begin.

2. Follow the steps ineither 2A or 2B at theright, depending onwhether you wish to con-vert the typed charactersto GE Logo Font beforeor after they are typed.

gWe bring

gWe bring We bring

GGgWe bring

* The point size of the signatureMonogram is normally two,three, or four times the pointsize of the signature typography.For more information, seepages 10 to 12.

The same general procedure is used to create allversions of the

• signature Monogram (the full Monogram used in graphic signatures)

• Dynamic Monogram (the partial Monograms, each used as optionalgraphic support):

• Type the keys required to produce the desired Monogram.

• Convert the typed characters to GE Logo Font eitherbefore or after typing them.

This general procedure is illustrated below.

continued

g

We bring

Introduction & General Guidelines,continued

382.03

To correctly size the signature Monogram for a graphic signature, use a point size for the signature Monogram that is two, three, or fourtimes the point size of the signature typography.Conversely, use a point size for the signaturetypography that is one-half, one-third, or one-quarterthe point size used for the signature Monogram.

For more information on sizing the signature Monogram, see pages 10 to 12.

To construct graphic signatures, see document131, Graphic Signatures, pages 11 to 18.

All versions of the Dynamic Monogram are provided in two forms: for use in either

• comprehensives (mock-ups), correctly trimmed• artwork, with additional area for bleed and trim

marks showing the correct crop

For guidelines on using the correct version, seepages 07 and 08.

For reproduction alternatives and use guidelines,see document 134, Dynamic Monogram.

Ensure correct color reproduction of the signature and Dynamic Monograms by using thecorrect positive or reverse version.

Remember: The letters/curlicues are alwayslighter than the field. Typically, the Monogramfield is black or Platinum Grey (40% black),and the letters/curlicues are white.

For guidelines on using the correct positive or reverse version of the signature Monogram,see pages 04 and 05.


Cautions

• Use a plain or normal style attribute for all characters in GE Logo Font. Italic, bold, outline,condensed, or other style attributes will badly distort GE Logo Font.

• Use flush left settings. To avoid unpredictableresults, do not use flush right, centered, or justified settings for GE Logo Font.

• Use the value for “white” that is standard in thecomputer program you are using. Sometimes thisvalue is “paper” or “0% black” instead of the“white” used in this guide.

• For best results when using GE Logo Font in

- Adobe Illustrator, uncheck Auto kerning in theCharacter window displayed from the pull-downType menu: Type > Character… > Auto kerning

- Adobe PageMaker, check “No track” in the pop-up Track menu displayed from the pull-down Type menu: Type > Track > No track

- QuarkXPress, check “Standard em space” in theTypographic Preferences window displayed fromthe pop-up Preferences menu on the pull-downEdit menu:Edit > Preferences > Typographic… >

Standard em space

• Computer screens and video monitors do notdisplay the linear patterns and trim marks well.

- Never use the linear versions of the DynamicMonogram in files intended for display on computer screens or video monitors.

- Ignore the poor screen display of the trim marks;the screen display is unrelated to the output.

• Type the correct characters. - The following characters are not used in

GE Logo Font: · the numerals 1 and 0· the letter l

- A capital letter indicates that the Shift key mustbe used with the character key.gx

field (which includes

letters/curlicues

background

the outline circle)

Signature Monogramin Word Processing Programs

382.04


To avoid errors incolor use:

Never use any color butblack or Platinum Greyin the signature Mono-gram, typography, andLaser Line (as describedin the second exampleat the left).

Correct reproduction of a graphic signaturerequires all elements to be black or PlatinumGrey against a lightbackground; as anoption, Laser Red maybe used in only theLaser Line.*

When the Monogram is correctly reproducedusing a word processingprogram, the field isblack or Platinum Greyand the color of thepaper appears in the letters/curlicues.Note: The letters/curlicuesare never darker than the field.*

To create the correctcolor in each part of theMonogram, carefullyfollow the steps shownat the right.

Note: The point size of the signature Mono-gram is normally two,three, or four times the point size of the signature typography.For more informationon sizing the signatureMonogram and typogra-phy, see pages 10 to 12.

To produce a black Monogram:

1. Type “g” in GE LogoFont to use the positivesignature Monogram.

2. Make the Monogramblack. This produces a Monogram with blackin the field and thecolor of the paper in the letters/curlicues.

3. In the laser printer,use any appropriatecolor paper such aswhite, off-white, light grey, or light or brightcolors.

To produce a PlatinumGrey Monogram:


2. Make the Monogram(and signature typog-raphy) 40% black (and make the LaserLine solid black).Note: For best output,use a printer with highresolution such as 600dots per inch (dpi).Avoid using a 300-dpiprinter.

3. In the laser printer,use white, off-white, or very light grey paper.

To avoid errors in reproduction:

Never type “e” in GE Logo Font to producethe reverse signatureMonogram. In wordprocessing programs,this key produces aMonogram with a valuein the letters/curlicuesthat is darker than thefield, which is incorrect.

1 2

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s d f g h j k l ; ‘

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positivesignatureMonogram

gWe bring

gWe bring

eWe bring We bring

g

*For additional guidelines on color in the Monogram and graphic signatures, see document 132, Color.

To reverse or “drop out” a Monogram:

1. Create a medium todark background color(such as black, above).

2. Type “e” in GE LogoFont to use the reversesignature Monogram.

3. Make the Monogram(and signature typog-raphy and Laser Line)white.

4. In the laser printer,use white (shown above),off-white, or light greypaper.

Signature Monogram in Drawing, Painting, & Page Layout Programs

382.05


When the Monogram is correctly reproducedin a drawing, painting,or page layout program, the letters/curlicues arelighter than the field.Note: The letters/curlicuesare never darker than the field.*

To create the correctcolor in each part of theMonogram, carefullyfollow the steps shownat the right and on thenext page.

Note: The point size of the signature Mono-gram is normally two,three, or four times the point size of the signature typography.For more informationon sizing the signatureMonogram and typogra-phy, see pages 10 to 12.

To produce a black Monogram:


2. Make the Monogramblack. This produces a Monogram with blackin the field and thecolor of the paper in the letters/curlicues.

3. In the laser printer,use any appropriatecolor paper such aswhite, off-white, lightgrey (shown above), orlight or bright colors.

To produce a PlatinumGrey Monogram:

1. Type “g” in GE Logofont to use the positivesignature Monogram.

2. Make the Monogram(and signature typog-raphy) 40% black (and make the LaserLine solid black).Note: For best output,use a printer with highresolution such as 600dots per inch (dpi).Avoid using a 300-dpiprinter.

3. In the laser printer,use white (shown above),off-white, or very lightgrey paper.

1 2

q

a

z x c v b n m , . /


w e r t y u i o p [ ] \

3 4 5 6 7 8 9 0 – =

shiftshift

`

e

reversesignatureMonogram

g


gWe bring

gWe bring We bring

e

*For additional guidelines on color in the Monogram and graphic signatures, see document 132, Color.

To avoid errors incolor use:

Never use any color butblack, Platinum Grey, or white in the signatureMonogram, typography,and Laser Line (as described in the examples at the left).

Correct reproduction of a graphic signaturerequires all elements to be black or PlatinumGrey against a lightbackground or whiteagainst a dark back-ground; as an option,Laser Red may be usedin only the Laser Line.*

continued

We bring

g

Signature Monogram in Drawing, Painting, & Page Layout Programs,continued

382.06


2A. Place the typing cursorat the point where theMonogram will begin.

Select- GE Logo Font- the Monogram point size*- the color white

Type “Shift - G”. Thisproduces a solid whitecircle (with the typingcursor remaining at theleft of the circle).

Select the color black,and type “g”. This produces a black Mono-gram on top of thewhite circle (with thetyping cursor at theright of the Monogram).

2B. Place the typing cursorat the point where theMonogram will beginand type “Shift - G” and“g” in any font andpoint size.* This pro-duces the letters G and g.

Make the capital Gwhite and the lowercaseg black. Then select(highlight) both letters.

With the letters stillselected (highlighted),select GE Logo Fontfrom the font menu.This converts the lettersinto a Monogram with a black field and white letters/curlicues (withthe typing cursor at theright of the Monogram).

1 2

q

a

z x c v b n m , . /


w e r t y u i o p [ ] \

3 4 5 6 7 8 9 0 – =

shiftshift

`

e

reversesignatureMonogram

g


G

colorableletters/ curlicues

We bring

To produce a Monogramwith a black field andwhite letters/curlicues ona colored background:

1. Create a light to dark background color such as the mediumgrey shown above.

2. To create the Monogram, follow thesteps in either 2A or 2Bat the right.

3. In the laser printer,use white paper.

GgWe bring

GgWe bring

GWe bring

GgWe bring

GGgWe bring

GGgWe bring

*The point size of the signature Monogram is normally two, three, or four times the point sizeof the signature typography. For more information, see pages 10 to 12.

The Dynamic Mono-gram is reproduced

• large

• bleeding off the format (so that itappears to continuebeyond the edge of the format)

• in a subtle color of low contrast to the background

• with the letters/curlicues lighter thanthe field Note: The letters/curlicuesare never darker than the field.*

Dynamic Monogramin Comprehensives or Mock-Ups

382.07


To produce correct Dynamic Monograms in comprehensives (or mock-ups) using a computerand an imaging device such as a laser printer, use the Dynamic Monograms available on thecharacter keys a, s, d, f, x, c, v, b, n, and m in thelower half of the keyboard, as shown above.

Note: Do not use these Monograms in artwork thatwill be reproduced by traditional methods such as offset lithography. For that purpose, use the otherDynamic Monograms with extra area for bleed andtrim marks, as described on page 08.

When you want the background color to appearin the letters/curlicues, use the positive DynamicMonograms. Type “a”, “d”, “x”, “c”, or “v” andcolor the Monogram darker than the background.

When you want the background color to appearin the field, use the reverse Dynamic Monograms.Type “s”, “f”, “b”, “n”, or “m” and color the Monogram lighter than the background.

When you want both the color in the letters/curlicues and the color in the field to be differentfrom the background, use both a colorable letters/curlicues key and the corresponding positive Dynamic Monogram key:

• For the right-bleeding three-quarter version, type “Shift - X” and “x”.

• For the left-bleeding three-quarter version,type “Shift - D” and “d”.

• For the one-quarter version, type “Shift - C” and “c”.

• For the right-bleeding horizontal version, type “Shift - A” and “a”.

• For the left-bleeding horizontal version, type “Shift - V” and “v”.

Note: You must enter the color value and point sizeand type the keystrokes in the same sequence that isused to create the signature Monogram. Follow the instructions for this procedure on page 06,substituting the keystrokes given above.

For more information, see document 382.Sup, GE Logo Font Supplement (filename:LOGO_SUP.pdf ),available from the GE Identity Website or Hotline.

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*For examples of reproductionalternatives and additionalguidelines, see document134, Dynamic Monogram.

asdfA DDD

Dynamic Monogram in Artwork 382.08


When correctly reproduced, a Dynamic Monogramappears to continue beyond the edge of the formaton which it is displayed.

To produce this effect in traditional printing(such as offset lithography), the Monogram isprinted on paper larger than the trim size, and it extends beyond the trim edge. The excess,known as the bleed area, is trimmed off in thefinal steps of the printing process.

In artwork prepared for reproduction by tradi-tional printing methods, use the Dynamic Mono-grams available on the numeral keys 2, 3, 4, 5, 6,and 7 and the character keys q, w, o, and p in theupper half of the keyboard. They contain both

• trim marks to indicate the correct crop• the extra area that will be cut off when the

printed piece is trimmed to the finished size

Note: Do not use these Monograms in documents that will be output on laser printers.Use them only to prepare artwork for reproduction by traditional methods such as offset lithography.

For more information, see document 382.Sup, GE Logo Font Supplement (filename:LOGO_SUP.pdf ),available from the GE Identity Website or Hotline.

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Linear Dynamic Monogram 382.09


Detailed guidelines for creating the linear ver-sions of the Dynamic Monogram are contained in document 382.Sup, GE Logo Font Supplement(filename: LOGO_SUP.pdf ), available from the GE Identity Website or Hotline.

Caution: Although the guidelines in document382.Sup, GE Logo Font Supplement, make theprocess of creating the linear Dynamic Mono-grams appear easy, the ability to follow the directions and display, print, and reproduceacceptable results requires extensive knowledge of and experience in

• the limitations of and interactions among computer memory, computer programs, and display and output devices

• basic design principles

• the requirements of the GE Identity Program

Therefore, use of the linear Dynamic Monogramsis recommended only to professional graphicdesigners preparing materials on high-end computers for traditional reproduction methodssuch as offset lithography.

Use by office personnel in documents prepared onstandard office computers for display on computerscreens and/or output on laser printers is strongly discouraged.

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GE Brochure Title: Subtitle in Light

Sizing the Signature Monogram 382.10


g Signature Typography

Reminder:When used to specify a sizein any given font, a pointmeasurement states the distance between • the top of the ascender (such as the top of the “h”) • the bottom of the descender(such as the bottom of the “q”)

font point size

diameter& capital height

When correctly sized in a graphic signature, thediameter of the Monogram is two, three, or fourtimes larger than the capital height of the signa-ture typography in most program applications. In applications such as tradeshow exhibits, wherethe signature typography must appear very largein relation to the Monogram, the signatureMonogram may be sized just one-third larger thanthe typography.

To make it easy to achieve these correct proportional relationships, the diameter of thesignature Monogram in GE Logo Font equals theheight of the Univers 68 and 48* capital letters in signature typography when both the Monogramand the typography are specified at the samepoint size. As shown in the example above, the diameter equals the capital height when

• the signature Monogram is specified as 18-pointGE Logo Font

• the signature typography is specified as 18-pointUnivers 68*

Because of this built-in 1 : 1 size relationship, it is easy to specify the correct point size for both the signature Monogram and typography, as shown in the examples on pages 11 and 12.

continued

The point-size measurementof a font does not state• the diameter of the Mono-gram in GE Logo Font• the height of the capitalletters in any font

The actual height of the capital letters and the actualdiameter of the Monogramalways measure less thanthe point-size specification.

g Signature


g Signature

g Signature

g Signature

Expressed as a diameter : capital height ratio, these four proportional relationships are:

4 : 1 where the diameter of the Monogram is quadruplethe capital height of the signature typography,and the capital height of the typography is one-quarterthe diameter of the signature Monogram

3 : 1 where the diameter of the Monogram is triplethe capital height of the signature typography, and the capital height of the typography is one-thirdthe diameter of the signature Monogram

2 : 1 where the diameter of the Monogram is doublethe capital height of the signature typography, and the capital height of the typography is one-halfthe diameter of the signature Monogram

4 : 3 where the diameter of the Monogram is one-third largerthan the capital height of the signature typography, and the capital height of the typography is three-quartersthe diameter of the signature Monogram

In most applications, the actualcapital height and diametermeasurements are unimportant.

What is important in all applications is the proportionalrelationship between the capitalheight and diameter sizes.

Establishing the correct propor-tional relationship between thetwo point sizes by following theguidelines here ensures that theactual sizes also will be correct.

Gg hq

Sizing the Signature Monogram,continued

382.11






If you have determined the desired point size of the signature Monogram, then specify the signature typography at

• one-quarter• one-third• one-half• three-quarters

the point size of the signature Monogram.

For example, as shown at the left, when theMonogram is specified in GE Logo Font at

• 48 pointthe signature typography may be specified inUnivers 68 (and, if needed, Univers 48)* at

• 12 point (one-quarter the Monogram point size)• 16 point (one-third the Monogram point size) • 24 point (one-half the Monogram point size)• 36 point (three-quarters the Monogram point size)

continued


Sizing the Signature Monogram,continued

382.12

If you have determined the desired point size of the signature typography, then specify the signature Monogram at

• quadruple• triple• double• one-third larger than

the point size of the signature typography.

For example, as shown at the left, when the signature typography is specified in Univers 68(and, if needed, Univers 48)* at

• 18 point the signature Monogram may be specified in GE Logo Font at

• 72 point (quadruple the typography point size) • 54 point (triple the typography point size)• 36 point (double the typography point size)• 24 point (one-third larger than the typography

point size)


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Basic Standards 391

Advertising & Branding 392

390

GE Identity Program

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391

GE Identity Program

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FAQFrequently Asked Questions about the Basic Standards of the GE Identity Program

Basic Standards

May I use a color in the signature typography or must I always use Platinum Grey and Laser Red?

The entire graphic signature (the signature Monogram, signature typography,and Laser Line) may be reproduced in black, white, or Platinum Grey. In any of these cases, the Laser Line also may be reproduced in Laser Red, if available.

No other color may be used in any of the signature elements. Instead, you mayuse color in the background and reverse the signature in white or overprint it in black,whichever maintains stronger contrast with the background color. In thesecases, the Laser Line also may be reproduced in Laser Red, if available, providedsufficient contrast is maintained to preserve the strength of the Laser Line.

Note: The fundamental “look and feel” of the Company and its businesses isestablished by using either• Platinum Grey in the signature Monogram and typography and Laser Red inthe Laser Line against a white background• White in the signature Monogram and typography and Laser Red in the LaserLine against a black background

May I use the Dynamic Monogram alone?

No; it must always be used with a full graphic signature.

The Dynamic Monogram is not a trademark; it is used as an optional element of graphic support, in place of—not with—other graphic support such as a photograph, illustration, or thematic graphic. Such an element provides visualinterest, individuality, and differentiation in support of a graphic signature wherethe Company’s primary trademark, the signature Monogram, is displayed.

continued

:

FAQ: Basic Standards, continued 391.02

GE Identity Program 391, FAQ: Basic Standards GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

May I place the signature typography over photographs or graphics?

Yes, provided the photographs, illustrations, or thematic graphics in the areaaround the signature typography are relatively even (without areas of high contrast) and unpatterned (free of sharp details), to preserve high legibility.

May I use a color outside the GE color palettes?

Yes. The GE color palettes provide a well-rounded range of bright, dark, andgrey and metallic colors appropriate for use in backgrounds, rule lines, bars,and bands in promotional applications—and you are encouraged to examinethem carefully. Nevertheless, any appropriate color may be used.

Color is the most relative of all visual elements: different cultural groups andnationalities attach different meanings to the same colors, the dominant colorspecification system varies between countries, and new colors are added to each color specification system regularly.

The final criteria for selecting color is its appropriateness to your promotionalmessage and its target audience.

What may I put below the Laser Line?

In promotional applications, there are few limitations on the information thatmay be placed either in the graphic signature (above the Laser Line) or outsidethe signature (generally, below the Laser Line).

For example, on a brochure cover, you can emphasize information (such asyour business name) by placing it in the graphic signature. Outside a graphicsignature, you can emphasize information (such as the brochure title) by increas-ing its size and accenting it with color. Conversely, you can place the brochuretitle in the graphic signature for emphasis and de-emphasize a secondary title outside the signature by reducing its size and subduing it with color.

continued

FAQ: Basic Standards, continued 391.03

GE Identity Program 391, FAQ: Basic Standards GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

When should I use “General Electric Company” versus “GE Company”?

Use the legal name of the Company, “General Electric Company,” only whenlegally required; for example, use it in legal documents such as letterheads,where it appears in the address block. Do not use the full legal name of theCompany in a graphic signature.

Use the communicative name of the Company, “GE,” to refer to the Company in copy and conversation.

Since there is no entity called “GE Company,” avoid using this name.

When a graphic signature refers to the Company, use the Company slogan, “We bring good things to life.” to add meaning to the signature Monogram.(Avoid using the communicative name of the Company alone in a graphic signature; “GE” by itself in a graphic signature appears to be insignificant andredundant because the communicative name alone adds no meaning to thesignature Monogram.)

Is the Laser Line always used in the graphic signature?

Yes. The Laser Line is an integral part of a graphic signature. In promotionalmedia such as advertising, brochures, and product literature and promotional materials such as novelties and T-shirts, a full graphic signature is required.

In certain nonpromotional applications such as rating plates on the back ofproducts, the Laser Line may be eliminated if space restrictions are severe, but this omission is not permitted in promotional applications.

May I place signature typography over a horizontal Dynamic Monogram?

When any version of the Dynamic Monogram is reproduced large, bleeding off the format, and in a subtle color of low contrast to the background, any typography, including signature typography, may be reproduced over theDynamic Monogram.

If the Dynamic Monogram is reproduced in strong contrast to the background,typography should not be reproduced over it because the typography would bedifficult to read and the layout would appear cluttered.

Frequently Asked Questions about GE Advertising & Branding

Advertising & Branding:GE Identity Program

g

My business goes to market under our own brand, not the GE brand. May I usethe Monogram, Dynamic Monogram, or any other GE Identity Program elementsin 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 affiliate, as determined by the affiliate naming scheme.

At level 5, the identifier of an affiliate communicates no association whatsoeverwith GE. The affiliate continues to use the same identifier as when GE acquiredthe business.

At level 4, the identifier of an affiliate establishes a minimal association with GE.The affiliate continues to use the same identifier as when GE acquired the busi-ness and adds a verbal reference to the component having responsibility for thebusiness. For example, the phrase “A GE Capital Company” is displayed beneaththe identifier of a GE Capital level 4 affiliate. For level 4 affiliates, such a verbalphrase—called an endorsement—is the only reference to GE permitted.

For both level 4 and 5 affiliates, no other elements of the GE Identity Programmay be used. Thus, in business presentations for level 4 or 5 affiliates, the Monogram, Laser Line, graphic signature, corporate colors, program typography,and Dynamic Monogram may not be used. Of course, in the text of the presenta-tion, 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, Name & Trademark Practices for Affiliates.

continued

392

FAQ

FAQ: Advertising & Branding,continued

392.02

GE Identity Program 392, FAQ: Advertising & Branding GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

Must I use “We bring good things to life.” as my slogan?

Yes. All GE business units—except GE Capital’s business-to-business units—use WBGTTL as their slogan and incorporate it into the graphic signature usedas the sign-off in their advertisements.

GE has invested over $1 billion in the slogan since 1979, and the equity in ourslogan is enormous. U.S. surveys show that more people are aware of WBGTTLthan any of the slogans of our competitor and peer companies, and half of thepeople who are aware of the slogan associate it with GE. These awareness andassociation ratings are extraordinarily high. Each business should leverage thepower of GE’s positioning slogan for its own advantage.

But WBGTTL is consumer-oriented, and my business is industry- or service-oriented. May I use another slogan?

A secondary slogan or theme line may be integrated into your communicationprogram—but not as a substitute for WBGTTL.

A good example is the GE Information Service advertising campaign that promotes “Productivity Solutions.” This theme line appears in print advertise-ments as part of the body copy—not in the graphic signature sign-off, whereWBGTTL is displayed.

New slogans are costly. GE research indicates that investments up to $400 million are required to reach the range of 40 to 50 percent awareness.Such costs are borne by the business creating the new slogan. But all GEbusinesses suffer the cost of a conflict between a new slogan and the messageGE has been sending consistently for over 15 years.

May I translate “We bring good things to life.” into my local language?

Yes. To ensure use of correct translations, GE Corporate Marketing Communica-tions maintains a list of WBGTTL translations reviewed by local communicatorsand national executives for proper back translation to English. These approvedtranslations are available from the GE internal website and GE Corporate Marketing Communications.

If you develop a new translation, please send it and its back translation to GE Corporate Marketing Communications for review and inclusion in the list of approved WBGTTL translations.

continued

FAQ: Advertising & Branding,continued

392.03

GE Identity Program 392, FAQ: Advertising & Branding GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

May I translate “GE” and my business name into my local language?

No. The Company goes to market worldwide as “GE,” communicated in Englishonly. Since some local trademark laws do not protect and do not permit transla-tion 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’scomponents and licensed affiliates identifies itself with its communicativename—in most cases, the name “GE” plus a generic description of the business’sprimary competence or product line—in copy, conversation, and a graphicsignature. (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 increasinglyoperate globally, we have resolved to present a single, consistent identity to these constituents.The combined power of all GE businesses going to marketand communicating as “GE” will help drive high brand awareness in marketswhere it may be low today.

Nevertheless, “General Electric” (not “General Electric Company”) may be displayed in a graphic signature to identify and promote products 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 fromthe Manager – Corporate Identity, GE Corporate Marketing Communications.

Contained in this volume:

Signature Monogram Grid Drawings 540Laser-printed drawings used in manual enlargement, including• Positive• Reverse


GE Logo Font 551Custom font for Windows or Macintosh computers with all versions of the• signature Monogram• Dynamic Monogram• linear Dynamic Monogram

Note: On the CD-ROM, the PostScript version of GE Logo Font is available in the following folders inside the Fonts folder:• For Macintosh, 551_M_PS folder• For Windows, 551_W_PS folder

Color Samples 560Offset-printed sheets used to establish visual standards for match color reproductionwith one uncoated and one coated sheet of • Platinum Grey• Laser Red• GE Grey & Metallic Color Palette• GE Dark Color Palette• GE Bright Color Palette

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When the Monogram is reproduced so large that photomechanical methods of enlargementwould be impractical, manual enlargement of theMonogram should be based on the grid drawings in this document. For example, if the Monogramwere painted on the side of a water tower, the enlarged drawing would be based on one of the grid drawings found here.

Two grids are provided. In one, the diameter ofthe Monogram is divided into sixteen equalparts. In the other, the diameter of the Monogramis divided into ten equal parts. For enlargementsusing

• feet and inches, the grid drawing based on sixteenequal parts is recommended

• meters and centimeters, the grid drawing based onten equal parts is recommended

Two versions of both grid drawings are provided:positive and reverse. Remember that the letters/curlicues are always reproduced lighterthan the field. Thus,

• against a white, light, or brightly colored background,the positive drawing is used to make the field Platinum Grey or black and the letters/curlicueswhite

• against a black, dark, Platinum Grey, or brightly colored background, the reverse drawing is used tomake the letters/curlicues white and the fieldthe same color as the background

For more information on color in the Monogram,see document 132, Color, available from the GE Identity Website or Hotline.

Contents

Positive Signature Monogram• 16-Unit Grid 540.01• 10-Unit Grid 540.02

Reverse Signature Monogram• 16-Unit Grid 540.03• 10-Unit Grid 540.04

Positive Signature Monogram,16-Unit Grid

540.01

GE Identity Program 540, Signature Monogram Grid Drawings GE Identity Website: http://www.ge.com/identityGE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)

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Note: The letters/curlicues are always lighterthan the field. Use this positive signature Monogram against a white, light, or brightly colored background and make

• the letters/curlicues white• the field Platinum Grey or black

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Positive Signature Monogram,10-Unit Grid

540.02


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• the letters/curlicues white• the field Platinum Grey or black

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Reverse Signature Monogram,16-Unit Grid

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