Advertising

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GE Identity Program

These standards apply to the advertising of

•the Company and its

-components

-subcomponents

-licensed affiliates

•the GE brand of products and services

The advertising standards provide a plan for featuring graphic signatures prominently and consistently in all advertising media. In addition, they help to

•unify the advertising of all GE components and licensed affiliates so that each draws from and contributes to the strength of the GE identity

•streamline and modernize the look of advertising by standardizing signature use and eliminating unnecessary or outdated graphic support elements

•create synergy in advertising through consistent use of typography

•communicate specific attributes of high technology, dynamism, innovation, and professionalism

•provide flexibility to accommodate different kinds of information and communication needs

The results of research that tested the GE Identity Program advertising standards in typical consumer advertisements suggest that the objectives for which the standards were created have been achieved. Specifically, in comparison to consumers who viewed advertisements prepared without the standards, consumers who viewed print advertisements created according to the advertising standards had the following responses:

•They more often noted the Monogram with the theme line, “We bring good things to life.”

•They had a more positive impression of the Company, considering GE to be

-professional

-a high-technology company

-innovative and forward thinking

-known for research and development

-a source of safe products and services

•They felt the advertisements had greater aesthetic appeal and were more attractive, colorful, and eye catching.

The advertising stan- 1. Use a graphic signature in all advertising dards consist of three according to the following standards:

basic guidelines:

• Use any of the basic signature arrangements:

- Primary signature. Because the primary signature is preferred in all program applications, its use in advertising helps relate this medium to others such as sales promotion materials, product literature, and packaging. However, where space is limited, the other graphic signatures may be used. For primary signature construction drawings and guidelines, see document 131,

Graphic Signatures, pages 11 and 12.

- Compact signature. The compact signature is identical to the primary signature except that the signature elements may be positioned closer to each other. For compact signature construction drawings and guidelines, see document 131,

Graphic Signatures, pages 13 and 14.

- Vertical signature. This signature may be used when the advertising format is narrow or when vertical emphasis is desired. The signature typography is aligned flush left with the signature Monogram; do not center the signature Monogram above the signature typography.

For vertical signature construction drawings and guidelines, see document 131, Graphic Signatures, pages 15 and 16.

•Use all three elements of the graphic signature— the signature Monogram, signature typography, and the Laser Line. Do not delete any element.

•Bleed the Laser Line left off the advertising format. When this is not possible, begin the Laser Line

-at the left margin

-flush left with the left column of copy

-flush with the left edge of the signature Monogram

•Keep the clear space within and surrounding the signature free from typography, photographs, illustrations, conflicting patterns, or the trim edge of the advertisement. In particular, do not allow text to appear directly to the right of the signature Monogram. For more information on the minimum clear space required around each signature, see document 131, Graphic Signatures.

•Reproduce graphic signatures in correct colors, according to the guidelines in document 132,

Color.

continued

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GE Aircraft Engines

We bring good things to life.

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We bring good things to life.

•Limit the content of the graphic signature

(the message contained in the signature typography) to the following:

In commercial and industrial advertising, use

-the communicative name of the component or affiliate + the Company slogan

- the Company slogan

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We bring good things to life.

GE Rewards

We bring good things to life.

In corporate, consumer, and consumer trade advertising, use

- the Company slogan

-the name of the product or service + the Company slogan

2. Use the structure of the advertisement to place the graphic signature in an asymmetrical layout.

Asymmetry is a fundamental layout concept used in all GE Identity Program applications.

•Place only the signature at the top or bottom of the format.

•Align the signature Monogram and signature typography with strong verticals in the advertisement, such as grid columns, copy blocks, or elements within a photograph or illustration.

•Balance the size and position of the signature with other layout elements in the advertising format.

•Do not center the entire signature or the Monogram in the advertising format.

•For emphasis, outdent the signature typography

to extend right beyond an alignment point with a strong vertical, if desired.

•When space is sufficient, separate the signature Monogram from the signature typography with ample clear space, as desired.

3. Use ITC New Baskerville in all headlines and text.

•In headlines, use centered or flush left, ragged right settings, as desired.

•In text, use flush left, ragged right settings.

For more information on the ITC New Baskerville series, see document 133, Typography, page 04.

Sources of Reproduction Materials

GE Logo Font, a custom font that contains, instead of the the alphabet, all versions of the signature and Dynamic Monograms, is available to all GE employees and their suppliers from the GE Identity Website or Hotline.