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GE

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’s integrated diversity clearly and concisely.

A graphic system featuring new signatures, typography, and colors (see page 12) helps to communicate GE’s attributes of dynamism and innovation while preserving reliability and quality.

Reliability and quality are conveyed by

•continuing use of the Monogram, a 100-year-old symbol that is familiar and trusted

•standardizing the color of the Monogram to Platinum Grey, creating a classic and distinguished presentation

•using a serif typeface, ITC New Baskerville, suggesting traditional qualities

Dynamism and innovation are conveyed by

•using a signature that provides a contemporary

environment 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 the graphic system in all media help to simplify, modernize, and unify all communications.

GE Identity Program documents containing basic standards and application guidelines assist in the implementation of the program and help protect the value of the GE identity.

Note: Correct trademark practice requires that distribution and service businesses handling

GE products use the GE graphic system as specified in this guide in all marketing applications, such as advertising and sales promotion.

Primary

Signature

Compact

Signature

Vertical

Signature

Special

Signature A

Special

Signature B

Monogram

Alone

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Lampa

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Switchgear

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GE Medical Systems

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Graphic Signatures

The graphic signature is the fundamental visual device used to identify GE products and services.

It consists of

•the signature Monogram, a refined drawing of our highly regarded, 100-year old symbol

•signature typography, containing the message of the signature

•the Laser Line, a fine horizontal line suggesting precision and high technology

To satisfy varying needs, the elements of a graphic signature may be arranged in three basic configurations:

•primary signature, preferred in all media

•compact signature, a more condensed version used where space limitations prohibit use of the primary signature

•vertical signature, used in narrow formats or where a vertical emphasis is desired

In certain applications, other signature arrangements may be used:

•One of two special signatures may be used where space is restricted. (Note: If necessary, the Laser Line may be eliminated in the special signatures.)

•The Monogram alone may be used where there is no need or space for signature typography.

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of signature Monogram

CH =

capital height

of signature typography

Note:

All dimensions are given at their minimum specification.

Signature Construction

The elements of a graphic signature are separated by minimum spaces based on the diameter (D) of the signature Monogram and the capital height (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 used in graphic signatures is based on the diameter of the 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/Monogram ratio is 1⁄4.

The Laser Line is positioned below the Monogram and signature typography and, whenever possible, bleeds left off the format. When this is not possible, the Laser Line should align with the left margin of the format or the left edge of the Monogram.

In the primary and compact signatures and in special signature B, the Laser Line ends as follows:

•If the name “GE” appears at the beginning of the signature typography, it ends flush right with the letter “E” in “GE.”

•If the first word is short, it ends at the end of the

first word.

•In other cases, it ends at a point to the right of the beginning of the signature typography equal to 11⁄2 times its capital height.

In the vertical signature and special signature A, the Laser Line always extends right to the end of signature typography.

The Laser Line never bleeds right, and it is always cut square (not angled to match the angle of the italic typography).

The Laser Line should be as thin as possible, provided it is clearly visible and can be easily reproduced. The minimum thickness of the Laser Line is 1⁄2 point.

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Authorized Distributor

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Microwave Oven

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Spacemaker™ Microwave Oven

Univers 68 ITC New Baskerville

Univers 48 ITC New Baskerville Italic

ITC New Baskerville Bold

ITC New Baskerville Bold Italic

Signature Content

A key feature of graphic signatures is that their messages may vary, depending on the application in 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 Typography

Univers 68 and, if needed, Univers 48, are used in most graphic signatures. If the message in

a graphic signature consists of two parts, Univers 48 may be used for differentiation, as shown.

As an option for product names, ITC New Baskerville 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 be reduced so its capital height equals 3⁄4, 1⁄2, or 1⁄3 the capital height of the shorter part, provided the reduced part remains clearly legible at the viewing distance typical for the application.

Signature typography is set in capital and lowercase letters, and multiple lines are aligned flush left.

Colors

Two GE colors may be used in graphic signatures, as shown in the examples at the left:

•Platinum Grey, in the signature Monogram and signature typography

•Laser Red, in the Laser Line

Signatures also may be reproduced entirely

in Platinum Grey, black, or white. Any color may be used in the background, with the signature reversed in white or overprinted in black.

Color samples of Platinum Grey and Laser Red for visual matching are available from the GE business that you represent.

Program Typography

In permanent media such as stationery, signs and vehicles, packaging, and product identification, Univers is used for all typography.

In promotional applications such as advertising, brochures, product literature, and sales promotion 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.