Creative Matrix

The first step in developing a promotional brochure cover is to select

•graphic signature content

•layout elements

To facilitate selection, all cover alternatives are diagrammed and demonstrated in the promotional brochure creative matrix shown on pages 05 and 06. A single typical brochure is

shown in 21 variations. Each variation combines one option of graphic complexity with one level of signature content, as described below.

Graphic Complexity

Each horizontal row contains the same seven options of graphic complexity:

•On the far left (1), the simplest layout (using only program typography) is shown.

•On the far right (7), the most complex layout (using program typography combined with a thematic graphic and a photograph or an illustration) is shown.

•In the middle (2 to 6), the other options, increasing in graphic complexity from left to right, are shown.

Signature Content

Each vertical row contains the same three levels of signature content:

•At the top (A), the brochure title appears in the signature typography with no information below the signature.

•In the middle (B), the brochure title appears in the signature typography with a subtitle below the signature.

•At the bottom (C), the component or affiliate communicative name appears in the signature typography with the brochure title (and subtitle, if needed) below the signature.

Each example in the matrix demonstrates one option of graphic complexity combined with one level of signature content. Together the examples define all possible combinations of graphic signatures with other graphic and typographic elements. Select the combination that best accommodates your needs and develop your brochures according to the guidelines on pages 02 and 03.

Subtitle

g

GE Communicative Name

___________

Brochure Title

Subtitle

continued

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

For an explanation of the promotional brochures creative matrix, see page 04.

Examples from the creative matrix are shown and discussed on pages 07 to 12.

g

GE Center for Advanced Airmanship

A 1

e

GE Center for Advanced Airmanship

B 1 CAA

e

GE Aircraft Engines

CAA

Center for Advanced

Airmanship

C 1

g

GE Center for Advanced Airmanship

2 c

e

GE Center for Advanced Airmanship

CAA

2 c

e

GE Aircraft Engines

CAA

nCe ter for Adva ced

Airma ship

2

g

GE Center for Advanced Airmanship

3

e

GE Center for Advanced Airmanship

3 CAA

e

GE Aircraft Engines

CAA

Center for Advanced

Airmanship

3

The content of a graphic signature is the message contained in the signature typography. Placing a message in a graphic signature emphasizes the message. Each level of signature content is demonstrated in the examples at the right. All examples demonstrate the simplest level of graphic complexity.

The typefaces used in signature typography are Univers 68 and, if needed, Univers 48.

As an option, ITC New Baskerville may be used in product signatures. For more information on the use and specification of signature typography, see document 131, Graphic Signatures, pages 31 to 35.

Messages placed outside a graphic signature may be emphasized by using a large size and/or heavy weight of program typography and by accenting with color.

The typefaces used outside a graphic signature are selected from the ITC New Baskerville series. For more information on the use and specification of program typography, see docu- ment 133, Typography.

g

GE Center for

Advanced Airmanship

e

GE Center for

Advanced Airmanship

A1

Brochure title in signature, no information below

CAA

CAA

Center for Advanced

Airmanship

C1

Component or affiliate communicative name

in signature, brochure title and subtitle below

continued

The examples on pages 08 to 11 demonstrate the second level of signature content (brochure title in signature, subtitle below) combined with each option of graphic complexity.

When the Dynamic Monogram is used, follow the guidelines in document 134,

Dynamic Monogram.

Note: Use of the Dynamic Monogram is restricted to GE components and only certain affiliates licensed to use the GE name and/or Monogram.

e

GE Center for Advanced Airmanship

CAA

e

GE Center for Advanced Airmanship

cCAA

B2

Signature Content: Brochure title in signature, subtitle below

Graphic Complexity:

Typography

+ Dynamic Monogram

When a single photograph or illustration is used, it may be sized and placed as desired on the selected grid. Although the signature Monogram can be emphasized by keeping the left margin clear of other graphic or typographic elements, photographs or illustrations may bleed left off the format.

e

GE Center for

Advanced Airmanship

CAA

B3

Signature Content: Brochure title in signature, subtitle below

Graphic Complexity: Typography

+ one photograph or illustration

When multiple photographs or illustrations are used, they may be sized and placed as desired on the selected grid. Visual interest is created by using these elements in different sizes and shapes. Although the signature Monogram can be emphasized by keeping the left margin clear of other graphic or typographic elements, photographs or illustrations may bleed left off the format.

CAA

B6

Signature Content: Brochure title in signature, subtitle below

Graphic Complexity: Typography

+ thematic graphic

e

GE Center for

Advanced Airmanship

CAA

B7

Signature Content: Brochure title in signature, subtitle below

Graphic Complexity:

Typography

+thematic graphic

+one photograph or illustration

The thematic graphic used in the examples is an image of a hawk derived from the logotype previously used by the Center for Advanced Airmanship. It is used for demonstration purposes only.

No recommendation is implied regarding the use of this thematic graphic in specific applications.

continued

This example demonstrates the third level of signature content combined with the third option of graphic complexity. The communicative name of the organization is used in the graphic signature. Below it, the brochure title and subtitle are used with one photograph.

When a single photograph or illustration is used, it may bleed off the top of the format. The area in the graphic signature should be even and unpatterned or subdued to maintain high legibility of the signature.

e

GE Aircraft Engines

CAA

Center for Advanced

Airmanship

C3

Signature Content: Communicative name in signature,

brochure title and subtitle below

Graphic Complexity: Typography

+ one photograph or illustration

The examples on pages 20 to 25 demonstrate the wide range of layouts that can be created by using the program guidelines in specific promotional brochure covers.

e

GE Aircraft Engines

Conditioned

to Win

Training Systems Technology

e

GE Aircraft Engines

Conditioned

to Win

Training Systems

Technology from GE

Signature Content: Communicative name in signature,

title and subtitle below

Graphic Complexity:

Typography only

Signature Content: Communicative name in signature,

title and subtitle below

Graphic Complexity: Typography

+ full-bleed photograph or illustration

e

Signa

The MR

Reference Point

When developing the inside of promotional brochures, follow these guidelines:

•Use the brochure cover grid for the inside layouts.

Using the same grid throughout a single brochure helps to unify the cover and inside pages.

•Do not use graphic signatures for

page titles, subtitles, folios, or any decorative purpose.

In promotional brochures, signature content is limited, as described on page 04. Graphic signatures may be used in promotional brochures only on the front and back covers.

Literature

Product

g

GE Identity Program

These standards apply to all product literature pertaining to 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