Point-of-Sale Materials

When preparing point-of-sale materials, follow these guidelines:

•Relate the layout and color of point-of-sale materials closely to that used in accompanying promotional brochures and product literature, as shown in the examples.

For guidelines on print materials, see documents

-243, Promotional Brochures

-244, Product Literature.

All exhibits on this page show the graphic signa- ture at the top of the format. However, when it is appropriate or necessary, the signature may appear at the bottom.

•Position copy, such as product features, and graphic support elements, such as photographs or illustrations, outside the graphic signature.

•Use Univers 68 for the slogan “We bring good things to life.” whether it appears within or outside a graphic signature.

•For all other typography outside a graphic signature, use either the Univers or ITC New Baskerville series. For more information, see document 133, Typography.

•Use colors according to the guidelines in docu- ment 132, Color. That document and color samples are available from the GE Identity Website or Hotline.

•Use rules, bars, and bands to structure, differentiate, and emphasize information.

•For graphic support, use

-the Dynamic Monogram (For more information, see document 134, Dynamic Monogram.)

-thematic graphics

continued

eMore than a product

We bring good things to life.

•Written Warranty Protection

•Prompt Reliable Service

•The GE Answer Center Service

•Convenient Credit

•Do-It-Yourself Help

Common Design Problems in Special Promotions at the Point of Sale, & Possible Solutions

•Odd shapes and sizes

Use the signature best suited to the format. For long horizontal formats, use a compact signature or one of the special signatures. For tall vertical formats, use the vertical signature. For more information, see document 131, Graphic Signatures.

•Multiple graphic support elements such as

-illustrations

-product photographs

-three-dimensional materials (such as coupon pads and dummy packages)

-type blocks (such as body copy, calls-to-action, addresses, rules, and disclaimers)

-Select one dominant visual element and position it and other elements in an asymmetrical layout (as in all other GE Identity Program applications).

-Align the signature with strong verticals such as copy blocks or elements in a photograph or illustration.

-Balance the size and placement of the signature with other layout elements. Overall, the layout should be simple, clean, and orderly. It should be easy to follow, communicating its message at a glance.

•Photographs and illustrations of non-GE products and packaging (used, for example, as prizes or premiums)

Use the graphic signature and other GE Identity Program standards to make it clear that GE is sponsoring the promotion.

• Colored backgrounds

-Against white or very light grey backgrounds, use the corporate colors, Platinum Grey and Laser Red, in the graphic signature. In four-color process, for Platinum Grey, use a 40 percent screen tint of black (minimum 133 lines); for Laser Red, use solid magenta/yellow.

-Against other colors, signatures should be reversed in white or overprinted in black. If the background color provides sufficient contrast, use Laser Red in the Laser Line. For more information, see document 132, Color.

eGE Capital

Fleet Services

This direct mail brochure uses a prominent display of the graphic signature to immediately establish the GE identity.

This direct mailer from GE Medical Systems deliberately avoids component identification

In these direct mail brochures, GE American Communications features satellites. Each mailer uses a historical analogy to set up the sales message that is delivered inside the piece on a pullout insert bearing the graphic signature.

Because GE is not identified as the source

of the service until the inside, no element of the GE identity is used on the covers.