These guidelines apply to all broadcast advertising pertaining to

•the Company and its

-components

-subcomponents

-licensed affiliates

•the GE brand of products and services

Television Advertising

•Use one of the standard sign-offs shown at the right at the end of each televised advertisement.

•Use the name “GE” to refer to the Company and its components, subcomponents, and licensed affiliates (if appropriate) and the GE brand of products and services.

•Do not use the name “GE” immediately preceding a Company secondary word mark because such use would suggest that another company has a product with the same secondary word mark.

•Do not use the name “General Electric” or “General Electric Company.”

To obtain elements of the standard commercial close, contact:

Manager – Corporate Advertising & Identity GE Corporate Marketing Communications Fairfield, Connecticut

Radio Advertising

•Use the name “GE” to refer to the Company and its components, subcomponents, and licensed affiliates (if appropriate) and the GE brand of products and services.

•Do not use the name “GE” immediately preceding a Company secondary word mark because such use would suggest that another company has a product with the same secondary word mark.

•Do not use the name “General Electric” or “General Electric Company.”

We bring good things to life.

e

e

We bring good things to life.

These guidelines apply to Yellow Pages advertising of

•the Company and its

-components

-subcomponents

-licensed affiliates

•the GE brand of products and services

Note: GE components with national Yellow Pages programs should contact their national program representative for guidance.

Note: The Dynamic Monogram may be used by only GE components—not non-Company service operations, even if they are authorized to use the Monogram alone or in a graphic signature.

•Use special signature B shown in the examples on page 71. (For signature construction drawings and guidelines, see document 131, Graphic Signatures, pages 17 and 18.) This signature arrangement permits the signature Monogram to be placed closer to the Laser Line than is possible in the other graphic signatures. Note: Do not use the special signatures in general commercial,

industrial, consumer, or consumer trade advertising.

-Use the communicative name of the component or affiliate (such as “GE Computer Service” or “GE Consumer Service”), typeset in Univers 68 initial capital and lowercase letters, in the signature. For more information on signature typography, see document 131, Graphic Signatures, pages 31 to 35.

• Place the signature at the top of the format.

-Place the signature Monogram in the upper-left corner. Maintain clear space equal to one-quar- ter the diameter of the signature Monogram above and to the left of the Monogram.

-Place the signature typography in the right portion of the format, with its baseline horizontally aligned with the base of the signature Monogram.

-Bleed the Laser Line left off the format (to abut the enclosing rectangular outline, where such outlines are required). End the Laser Line at a point of vertical alignment with the end of the

“E” in “GE.”

•Use the three-quarter version of the Dynamic Monogram in the lower-right corner. This element draws attention to the advertisement and can help relate Yellow Pages advertising to other

media, such as the identification on service vans.

-Bleed the Dynamic Monogram off the bottom and right edges of the format (to abut the enclosing rectangular outline, when such outlines are required).

-Print the Dynamic Monogram in solid black— an exception to the standards for reproducing the Dynamic Monogram.

-Do not allow any typography or graphic elements to overprint the Dynamic Monogram.

For more information, see document 134,

Dynamic Monogram.

•Use ITC New Baskerville in copy appearing outside the signature.

-Set copy in columns, flush left, ragged right.

-Use no more than three sizes and two weights of ITC New Baskerville whenever possible.

-For moderate emphasis of copy, use a heavy weight of typography or bullets.

-For strong emphasis of copy, reverse typography from a solid black bar.

For information on the ITC New Baskerville series, see document 133, Typography, pages 04 and 05.

• Align copy columns with signature elements.

-When space is sufficient, keep the left margin beneath the signature Monogram clear. This clear margin helps to accentuate the signature Monogram. When this is not possible, align the left copy column with the left edge of the signature Monogram.

-Align a second copy column with the signature typography.

-Align other graphic elements, such as the images of credit cards, with the copy columns or signature elements.

•If applicable, position the slogan, “We bring good things to life.”—typeset in Univers 68—at the bottom of the format, aligned with a copy column.