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GE Identity Program

FAQ: Basic Standards

Frequently Asked Questions

about the Basic Standards of the GE Identity Program

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 may use color in the background and reverse the signature in white or overprint it in black, whichever maintains stronger contrast with the background color. In these cases, the Laser Line also may be reproduced in Laser Red, if available, provided sufficient contrast is maintained to preserve the strength of the Laser Line.

Note: The fundamental “look and feel” of the Company and its businesses is established by using either

•Platinum Grey in the signature Monogram and typography and Laser Red in the Laser Line against a white background

•White in the signature Monogram and typography and Laser Red in the Laser Line 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 visual interest, individuality, and differentiation in support of a graphic signature where the Company’s primary trademark, the signature Monogram, is displayed.

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May I place the signature typography over photographs or graphics?

Yes, provided the photographs, illustrations, or thematic graphics in the area around 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, and grey and metallic colors appropriate for use in backgrounds, rule lines, bars, and bands in promotional applications—and you are encouraged to examine them carefully. Nevertheless, any appropriate color may be used.

Color is the most relative of all visual elements: different cultural groups and nationalities attach different meanings to the same colors, the dominant color specification 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 promotional message and its target audience.

What may I put below the Laser Line?

In promotional applications, there are few limitations on the information that may be placed either in the graphic signature (above the Laser Line) or outside the signature (generally, below the Laser Line).

For example, on a brochure cover, you can emphasize information (such as your business name) by placing it in the graphic signature. Outside a graphic signature, you can emphasize information (such as the brochure title) by increasing its size and accenting it with color. Conversely, you can place the brochure title in the graphic signature for emphasis and de-emphasize a secondary title outside the signature by reducing its size and subduing it with color.

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GE 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 when legally 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 the Company 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 and redundant because the communicative name alone adds no meaning to the signature Monogram.)

Is the Laser Line always used in the graphic signature?

Yes. The Laser Line is an integral part of a graphic signature. In promotional media 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 of products, 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 the Dynamic Monogram.

If the Dynamic Monogram is reproduced in strong contrast to the background, typography should not be reproduced over it because the typography would be difficult to read and the layout would appear cluttered.

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

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GE Identity Program

FAQ: Advertising & Branding

Frequently Asked Questions about GE Advertising & Branding

My business goes to market under our own brand, not the GE brand. May I use the Monogram, Dynamic Monogram, or any other GE Identity Program elements in 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 whatsoever with GE. The affiliate continues to use the same identifier as when GE acquired the 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 business and adds a verbal reference to the component having responsibility for the business. For example, the phrase “A GE Capital Company” is displayed beneath the identifier of a GE Capital level 4 affiliate. For level 4 affiliates, such a verbal phrase—called an endorsement—is the only reference to GE permitted.

For both level 4 and 5 affiliates, no other elements of the GE Identity Program may 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 presentation, 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.

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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 used as the sign-off in their advertisements.

GE has invested over $1 billion in the slogan since 1979, and the equity in our slogan is enormous. U.S. surveys show that more people are aware of WBGTTL than any of the slogans of our competitor and peer companies, and half of the people who are aware of the slogan associate it with GE. These awareness and association ratings are extraordinarily high. Each business should leverage the power of GE’s positioning slogan for its own advantage.

But WBGTTL is consumer-oriented, and my business is industryor service-oriented. May I use another slogan?

A secondary slogan or theme line may be integrated into your communication program—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 advertisements as part of the body copy—not in the graphic signature sign-off, where WBGTTL 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 GE businesses suffer the cost of a conflict between a new slogan and the message GE 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 Communications maintains a list of WBGTTL translations reviewed by local communicators and national executives for proper back translation to English. These approved translations 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.

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GE 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 English only. Since some local trademark laws do not protect and do not permit translation 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’s components and licensed affiliates identifies itself with its communicative name—in most cases, the name “GE” plus a generic description of the business’s primary competence or product line—in copy, conversation, and a graphic signature. (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 increasingly operate globally, we have resolved to present a single, consistent identity

to these constituents. The combined power of all GE businesses going to market and communicating as “GE” will help drive high brand awareness in markets where 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 from the Manager – Corporate Identity, GE Corporate Marketing Communications.

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

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