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AB Ingeniörfirman Lars Borg

N. Agatan 2, 102 42 Stockholm

Advertising is one of the most visible and effective applications used to maintain high GE brand awareness in the marketplace. Upholding common standards gives all GE brand advertising a collective strength that adds impact to each individual advertisement.

To optimize the impact of advertising prepared by sales and service businesses outside GE, you should relate it to all other GE advertising by following the advertising guidelines presented on pages 30 to 33.

The advertisements shown on pages 30 and 31 are based on a flexible and effective format suitable for many of your requirements. Incorporated into the format are spaces for headlines and body copy, product illustrations, and your business identification.

Univers and ITC New Baskerville typefaces (see page 14) are used in advertising as a means of maintaining a consistent appearance in all promotions of GE products and services.

In addition to the points mentioned here, you should also follow the general guidelines for trademark use and application of graphic signatures (see pages 12 to 14). (Note: Advertisements provided by GE will include open space for dealer or distributor identity. Dealer or distributor identity should be visually balanced with 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 of equal-size rectangles. For the basic layout of a small single-product advertisement, as shown on this page, use a single rectangle.

-Place a single product illustration and its descriptive copy within each rectangle.

-For large products and those usually grouped together, use two to four rectangles.

continued

•Display the signature Monogram next to each GE product illustrated or named for sure and fast identification of GE merchandise.

In advertisements that include only GE products, the Monogram may be used alone for quick identification. It should be positioned to the left of the headline at the top of the advertisement, as shown in the example at the right. Note: The Monogram may not be used as a word within a headline; it must always be separated from the words in the headline by clear space.

•To emphasize and differentiate subheads, product names, and graphic signatures, reverse them from solid bars or bands.

-Use a solid black bar at the top of each product illustration rectangle and reverse the product name in white. Note: Use the product name with a signature Monogram in a special signature arrangement

(see page 12), as shown in the example at the right. Because space within the bars is limited, the Laser Line may be omitted.

-Use a solid black bar at the bottom of each product illustration rectangle and reverse in white any additional information.

•To emphasize headlines and sign-offs, highlight them with large type and use color or reverse them from black bars or bands.

-In a large advertisement, use solid black bars above and below the headline and reverse subheads in white.

-Use a solid black band at the bottom of the advertisement and reverse the sign-off information in white.

• Use the italic versions of Univers for

-all 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 Baskerville for all descriptive copy.

•Use flush left, ragged right settings for all typography.

•Avoid the use of illustrations other than product illustrations.

•Avoid secondary logos or design marks.

Fred’s

Home Appliances

3500 Bayshore Avenue

555-1234

e

Authorized Dealer

ACME APPLIANCE CENTER

110Elm St 555-4567

•Your name may be followed with your “Authorized” legend, the name of the Company, and the names of the GE products or product lines you handle, as shown below:

SANCHEZ

Distribuidor Autorizado

General Electric Company U.S.A. [names of products you handle]

47 Calle Ocho555-6889

Yellow Pages Advertising Guidelines

When using GE trademarks in Yellow Pages advertising, follow these basic guidelines:

•Use a GE heading or finding line to identify the product 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 Dynamic Monogram may not be used by your business

in advertising or any application except signs. See page 38.

•Use authorization statements such as “Factory Trained 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 the products you handle, as shown in the following example of a display advertisement.

Sanchez

47 Calle Ocho

555-6889

gDistributor Autorizado

Lampa

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 must be placed with the GE business component’s agency. Contact your sales representative for further information. Do not go through local Yellow Pages sales.

•If a GE program is not available, advise local Yellow Pages sales of GE’s guidelines for Yellow Pages advertising.

Sample in-column listing formats are shown below.

GE REFRIGERATORS FOOD FREEZERS

AUTHORIZED DEALER

Acme Appliance Center

110 Elm St 555-4567

GE REFRIGERATORS FOOD FREEZERS

Select from a full line g of refrigerators and

freezers, featuring the exciting Space Center refrigerator backed by GE Consumer Service.

“WHERE TO CALL” AUTHORIZED DEALER

Acme Appliance Center

110 Elm St 555-4567