Contents

These guidelines apply to all product literature, including specification sheets and Use & Care Guides, pertaining to the GE brand of products and services.

Refrigerators

Refrigerators

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.

Use color correctly.

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

•In other elements such as backgrounds, headlines, color-coded bars, and bands, 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

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.

The first step in developing a product literature cover is to select

•graphic signature content

•layout elements

To facilitate selection, all cover alternatives are diagrammed and demonstrated in the product literature creative matrix shown on page 05.

Three typical brochures are used to demonstrate the wide variety of layout and signature alternatives. Each brochure combines one option of graphic complexity with one level of signature content, as described below.

Graphic Complexity

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

•On the left (1), a layout using program typography and one photograph or illustration is shown.

•In the middle (2), a layout using program typography and multiple photographs or illustrations

is shown.

•On the right (3), a layout using program typography and a full-bleed photograph is shown.

Signature Content

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

•At the top (A), the component or affiliate communicative name appears.

•Second from the top (B), the name “GE” plus a generic name for the product or service appears.

•Third from the top (C), a secondary word mark* or (not shown) a secondary word mark* plus a

generic name for the product or service appears.

•At the bottom (D), a promotional slogan appears.

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 product literature according to the guidelines on pages 02 and 03.

*Do not use the name “GE” immediately preceding Company secondary word marks because such use would suggest that another company also has a product or service with the same secondary word mark. For example, use “Spacemaker®,” not “GE Spacemaker®.”

Signature Content

g

GE Communicative Name

___________

g

GE + Generic Name

___________

g

Secondary Word Mark

___________

g

GE Slogan

___________

continued

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

For an explanation of the product literature creative matrix, see page 04.

Examples from the creative matrix are shown and discussed on pages 06 to 09.

continued

The content of a graphic signature is the message contained in the signature typogra- phy. Placing a message within a graphic signature emphasizes the message. The first level of signature content (the communicative name of the component or affiliate) is demonstrated in this example.

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

As an option, ITC New Baskerville Italic 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 them with color.

The typefaces used outside a graphic signature are selected from the ITC New Baskerville series for headlines and text and from the Univers series for accents such as captions and folios. For more information on the use and specification of program typography, see document 133, Typography.

GE Appliances

Refrigerators

Refrigerators You Decorate to Your Personal Taste.

We bring good things to life.

A1

Signature Content: Communicative name in signature,

generic name and tag line below

Graphic Complexity: Typography

+ one photograph or illustration

used

• at the top of the format,

Colors may be

to contain the prod-

selected from the

uct line model num-

GE color palettes.

bers in a consistent

For guidelines on

and useful position

the use of color, see

• at the bottom of the

document 132, Color.

format, to contain the

Color samples are

Company slogan in

available from the

a consistent position

GE Identity Website

(This slogan is typeset in Univers 68.)

or Hotline.

Models: GSD2800D GSD2600D

GE Appliances

Spacemaker II

Microwave Oven

The Intelligent Choice!

We bring good things to life.

A3

Signature Content: Communicative name in signature,

word mark and slogan below

Graphic Complexity: Typography

+ full-bleed photograph or illustration

Potscrubber

Electronic Built-In Dishwashers

With Durable PermaTuf Interior

We bring good things to life.

A2

Signature Content: Communicative name in signature,

word mark and product information below

Graphic Complexity: Typography

+ multiple photographs or illustrations

continued

Information can be emphasized by using it in the signature typography. In the example below, the name “GE” plus a generic name for a product or service is used in the graphic signature (the second level of signature content). On the right, the graphic signature contains a promotional slogan (the fourth level of signature content). Both examples demonstrate the same level of graphic complexity.

GE Refrigerators

The Intelligent Choice!

Refrigerators You Decorate to Your Personal Taste.

We bring good things to life.

B1

Signature Content: GE + generic name in signature,

slogan and tag line below

Graphic Complexity: Typography

+ one photograph or illustration

The Intelligent Choice!

GE Refrigerators

Refrigerators You Decorate to Your Personal Taste.

We bring good things to life.

D1

Signature Content: Slogan in signature, generic name and tag line below

Graphic Complexity: Typography

+ full-bleed photograph or illustration

continued

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.

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

Electronic Built-In Dishwasher

With Durable PermaTuf Interior

We bring good things to life.

C2

Signature Content:

Word mark + generic name in signature,

product information below

Graphic Complexity: Typography

+ multiple photographs or illustrations

The Intelligent Choice!

We bring good things to life.

C3

Signature Content:

Word mark + generic name in signature,

slogan below

Graphic Complexity: Typography

+ full-bleed photograph or illustration

Product literature covers can appear less promotional by

•deemphasizing all typographic information

•using a small size and/ or a light weight of program typography

•subduing the typography with color

Featuring:

• Programmable Calendar

• Time and Date Displays

• Disk Sensing Optics

• Test Mode

• Liquid Crystal Display

Signature Content: Communicative name in signature,

product features below

Graphic Complexity: Typography

+ full-bleed photograph or illustration

When developing the inside of product literature, follow these guidelines:

Use the cover grid for the inside layouts.

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

Do not use graphic signatures for page titles, subtitles, folios, or any decorative purpose.

In product literature, signature content is limited to the levels described on page 04. Graphic signatures may be used in product literature only on the front and back covers.

Product literature of different shapes and sizes can be interrelated by following the guidelines for product literature on pages 02 and 03.

In this example, a grid suited to the narrow format is used, and all elements are proportionally reduced to maintain the same scale relationships established in the examples on the previous pages.

Spacemaker II

Microwave Ovens

The Intelligent Choice!

We bring good things to life.

Specification sheets are developed according to the guidelines for product literature on pages 02 and 03.

In this example, the cover layout is identical to the cover used in the accompanying fullcolor product brochure; however, to differentiate the specification sheet, it is reproduced

in black and white.

GE Appliances

The Intelligent Choice!

Refrigerators You Decorate to Your Personal Taste.

We bring good things to life.

continued

When a large number of specifications are presented on a small number of pages, the specifications can begin on the cover or front panel. In this case, the graphic signature, containing the name of the product or service, can be featured in a header band, preferably bled off the top, right, and left edges of the format. Included in this band is a bar featuring the title “Fact Sheet,” typeset in Univers 68. Either the header band or the title bar may be color coded.

GE Washers

On the back of every General Electric washer you’ll find the green dot of quality. It is applied only after critical washer components and circuits are thoroughly checked for quality and performance. Its your assurance that your new General Electric Home Laundry appliance has passed every test for Quality Operation.