Packaging

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GE Identity Program

The 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 transport products, see document 230, Shipping Cases & Cartons.

These standards provide a plan for featuring graphic signatures prominently and consistently in all point-of-sale packaging. They also help to

•simplify and clarify package information by standardizing its presentation

•provide flexibility to accommodate varying amounts and kinds of information

•rationalize and organize information by ranking it according to relative importance and presenting 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 each draws from and contributes to the strength of the GE identity

•reduce cost through the use of common design standards

Because the nature, quantity, and relative importance of information appearing on packages varies, the first step in designing a package is to identify and prioritize the required information.

•Identify all information required on the package, including any of the following:

-communicative name

-secondary 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 individual package requirements, using only two categories:

-critical information that requires emphasis and high visibility

-all other information

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Supporting Typography

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 name

-secondary word mark

-generic product name

-secondary 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 featured typography.

•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

Use the compact signature at the top of each printed panel.

•Size the capital height (CH) of the signature typography 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 of signature typography, see document 131, Graphic Signatures, 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 product

name, use Univers 48 for the generic product name.

•Use Univers 68 and Univers 48 for featured typography and supporting typography.

•Use Univers 47 for warranties and instructions.

•Do not use the ITC New Baskerville series (except in consumer packaging, provided highquality reproduction is used).

•Limit the number of type sizes on a package and select ones that are distinctly different from each other. Generally, use no more than three sizes.

For more information on the use and specification of the Univers series, see document 133, Typography, pages 02 and 03.

eSupporting Typography

Signature Typography

Featured

Typography

Use a layout with a clear left margin determined by the position of the signature typography.

•Position signature typography to the right of the signature Monogram, separated by a space equal to at least 1⁄4 the diameter of the signature Monogram. When space is extremely limited, signature typography may align with the right edge of the signature Monogram.

•Align all featured typography, supporting typography, rules, and bars flush left with the signature typography. Note: If necessary, illustrations, bar codes, and bands of color may appear in the left margin.

•Use a generous left margin to prevent typography from appearing to be horizontally centered in the panel.

Use rules outside the graphic signature to structure and emphasize featured and supporting typography.

•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 space between featured or supporting typography and rules that function as underlines.

Use bars to structure, differentiate, and emphasize featured and supporting typography.

•Size bars to be significantly heavier, or thicker, than rules with a height at least half the diameter of the Monogram.

•Begin bars flush at the left margin and bleed at the right edge and either the top or bottom edge of a panel. Generally, when using a bar at the top of a panel, keep the bottom of the bar above the top of the signature Monogram.

continued

Use product illustrations or photographs for graphic support in place of the Dynamic Monogram, if desired. Do not combine the Dynamic Monogram 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 Monogram, use black or Platinum Grey.

•In the bar version of the linear Dynamic Monogram, use the corporate colors or any appropriate color, including those from the GE color palettes. Caution: When Laser Red is used on white or grey backgrounds, the result may appear pink.

•In other elements, including featured and supporting typography, rules, bars, bands, and backgrounds, repeat colors used in the graphic signature or use any appropriate color, including those 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 consistently repeating elements.

•Use a graphic signature on each printed panel with the same size of signature Monogram and the same thickness of Laser Line. Horizontally align the signatures.

•Use the same size of signature typography, aligned horizontally, in each graphic signature whenever possible. Narrow side panels may require smaller signature typography than front and back panels.

•Repeat featured typography and supporting typography as necessary and, if possible, use the same 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

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Signature Typography

Featured

Typography

The content of signature typography and featured typography may vary, depending on the requirements of each package.

The examples shown in the information matrix demonstrate a typical range of possibilities for the content of these information categories.

Signature

Typography

e GE Appliances

continued

Signature

Typography

secondary word mark

Featured e

Typography

Carry-Cool

eCarry-Cool

e Carry-Cool

This example demonstrates the use of a generic product name in the graphic signature and the use of bars to structure, differentiate, and emphasize information.

The generic product name may be used in the graphic signature when it is the most important information on a package.

Bars may contain supporting typography

to differentiate this typography from signature typography and featured typography.

Supporting typography may be structured with

flush left and flush right placement within bars and further differentiated with the use of color.

We bring good things to life.

Open

Here

Made in Japan

The Home Pro Line

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Silicone II Sealant

280 Clear

Household Glue & Seal

48 only 2.8 fl. oz. tubes Gross weight 14.3 lbs.

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

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Silicone II Sealant

283 Black

Glue, Seal & Gasket

48 only 2.8 fl. oz. tubes Gross weight 14.3 lbs.

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

e

Silicone II Sealant

281 White

Bathroom Tub & Tile Sealant

48 only 2.8 fl. oz. tubes Gross weight 14.3 lbs.

A D V A N C E D T E C H N O L O G Y 50 YEAR SEALANT

Bands may be used to color code packaging for a line of products. The corporate colors, Platinum Grey and Laser Red, or colors from the GE color palettes may be used.

Bands contain and emphasize the graphic signature and may be used to color code a line of products.

Promotional slogans may be differentiated from other supporting typography by placing them in bars at the top and bottom of a package panel, set in all capital letters and letterspaced, if desired.

To unify all sides of a package, all elements should be repeated in the same size whenever possible. In the example below, the featured typography fits on the side panel in a smaller size than on the front panel, but all other elements are repeated in the 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 second color should be used consistently.

The examples on this page cannot be shown large enough for the fine horizontal lines

of the linear Dynamic Monogram to be distinct.

On computer monitors and

in laser prints, the lines appear as a solid color.

The circular version of the linear Dynamic Monogram may be used for graphic support when the number of colors printed on a package is limited. This version is recommended for use on square and vertically oriented package panels.

To create lighter letters/curlicues on a darkcolored package, the bar version of the linear Dynamic Monogram may be reproduced in the same dark background color (in this example, black) against a Laser Red bar.

The examples on this page cannot be shown large enough for the fine horizontal lines

of the linear Dynamic Monogram to be distinct.

On computer monitors and

in laser prints, the lines appear as a solid color.

When desired, the bar version of the linear Dynamic Monogram may be used for graphic support. Recommended for square and horizontally oriented packages, it should bleed at the right and bottom edges of a package panel and be cropped at the left to align with signature typography.

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Rangr Mobile Radio

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Rangr Mobile Radio

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When Laser Red is used in the linear versions of the Dynamic Monogram against white or grey backgrounds, the color may appear pink.