Copy Guidelines

Although no two GE recruitment advertisements are entirely alike, all must be easy to read and understand. At the same time, each must enhance the GE image because the best applicants are not looking for just a job and salary—they are looking for a company.

The headline should use an active verb and identify the type of candidate the Company is seeking using a phrase that is both descriptive and appealing. For example, start with the action words “GE is looking for….” Looking for what? Engineers? No: imaginative engineers. Readers should recognize themselves as soon as possible in the headline and copy.

The opening paragraph is a good place to convey general information. It serves as an umbrella

for the specific employment offerings appearing in subsequent paragraphs.

Key words and phrases can help summarize vital points, pique interest, and stimulate response.

These key words and phrases can also feature the disciplines (for example: Electronics, Chemical, or Plastics) and draw specialists to their areas

of expertise.

The copy should cover the major selling points of the position for the target candidate.

These may vary from one field to another.

In general, all recruitment advertisements should indicate clearly that the Company offers

•opportunity to grow, learn, contribute, and increase one’s knowledge, value, and earning capacity

•recognition, understanding that it is Company policy to notice, single out, and reward talent and achievement

•responsibility for those who can initiate, accomplish, make decisions, and lead

•challenge to take on bigger and more demanding assignments in accordance with demonstrated performance

Keep copy clear, brief, and to the point. Such copy not only encourages readership, it also helps reinforce the point that GE places high value on speed, simplicity, and self-confidence.

Emphasize facts—hard, cold ones. Each is worth a hundred vague, general promises.

Keep the tone warm and personal. Speak in terms that are friendly, personal, and encouraging.

Even in the most complex technologies, good copy can project the enthusiasm and excitement available in the position advertised.

Brochures

Promotional

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GE Identity Program

These standards apply to all promotional brochures pertaining to

•the Company and its

-components

-subcomponents

-licensed affiliates

•the GE brand of products and services

These standards provide a plan for featuring graphic signatures consistently and prominently in all print applications. In addition, they help to

•simplify and clarify information by standardizing its presentation

•rationalize and organize information by ranking it according to priority

•streamline and modernize print applications by instituting the use of grids and eliminating

unnecessary or outdated graphic support elements

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

•create synergy in print communications through the consistent use of typography

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

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

•reduce cost through the use of common design standards

Use a grid.

A grid is an underlying structure used to organize graphic and typographic elements in a layout. By vertically and horizontally aligning these elements at common points on the grid, an orderly appearance, which communicates a sense of planning, discipline, and professionalism, is created.

•Use a single grid for the covers and inside spreads of a brochure or a series of related brochures.

•Use a grid tailored to your needs. Any kind of grid—three column, four column, five column, six column, seven column, and so on—may be used in print applications; no particular grid is recommended.

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Use color correctly.

•In a graphic signature, use the corporate colors whenever possible.

•In other elements such as backgrounds and headlines, use any appropriate color, including those of the GE color palettes.

For guidelines on color, see document 132, Color.

For GE color palette samples, contact the GE Identity Website or Hotline.

Use program typography.

•In a graphic signature, use only Univers 68 and, if needed, Univers 48. (As an option in product

signatures, ITC New Baskerville Italic may be used.) For guidelines on the use and specification of signature typography, see document 131, Graphic Signatures, pages 31 to 35.

•Outside a graphic signature,

-for headlines and text, use only ITC New Baskerville

-for accents (such as captions, subheads, and folios) use Univers.

•Limit the number of type sizes and weights. Generally, use no more than three sizes and two weights in any one application.

For guidelines on the use and specification of program typography, see document 133, Typography.

Do not use

•organizational design marks such as logotypes, symbols, or icons for components, divisions, departments, or operations

•secondary product or service design marks

such as logotypes, symbols, or icons for products or services

•decorative borders, shapes, or patterns

•graphic signatures for page titles, subtitles, folios, or any decorative purpose

Instead, use graphic support elements such as

•photographs

•illustrations

•thematic graphics

•the Dynamic Monogram (See document 134,

Dynamic Monogram.)

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.