Guidelines

Because the nature, quantity, and relative importance of information appearing on shipping cases and cartons varies, the first step in designing such 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 case or carton requirements, using only two categories:

-critical information that requires emphasis and high visibility

-all other information

gg

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

eSupporting Typography

Signature Typography

Featured

Typography

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 shipping cases and cartons, provided high-quality reproduction is used).

•Limit the number of type sizes on a case or carton 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.

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 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 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—at least half the diameter of the Monogram in depth.

•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 a bar is used at the top of a panel, keep the bottom of the bar above the top of the signature Monogram.

continued

Use product illustrations for graphic support in place of the Dynamic Monogram, if desired. Do not combine the Dynamic Monogram with an 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 it provides insufficient contrast.

•In either version of the linear Dynamic Monogram, use black or a dark color against kraft-colored stock.

•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, that provides sufficient contrast to the background.

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 shipping case or carton 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

GE Identity Website: http://www.ge.com/identity