Contents

As the Company simplifies its organization and concentrates its resources in key businesses

to operate with more agility and effectiveness, it is important that the names used to refer

to the Company and its components succinctly and accurately communicate the simpler, less bureaucratic, and more focused nature of GE.

The Communicative Name “GE”

For purposes of communicating about the Company succinctly and accurately, we use the name “GE” instead of “General Electric” because

•The word “General” does not convey the focused strategy of the Company, nor does the word “Electric” convey the growing nonelectrical businesses within GE.

•The name “GE” is more encompassing.

•Use and awareness of the name “GE” is high. When asked to name worldwide companies in recent research, two-thirds of respondents who mentioned the Company used the name “GE.”

Component Communicative Names

Similarly, the communicative names of components should be simple, clear, and accurate and free from any word or term that suggests a complex organizational structure.

Procedure

When making name changes, deletions, or additions, notify:

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

Use the name “GE” at the beginning of the component name. The trade name, “General Electric,” is not used in a communicative name. Using “GE” to begin the component name links the business to the strength of GE and the public’s high awareness of the Company and clearly defines the diversity of GE.

Use generic words—common words not protected by trademark registration—that succinctly and accurately describe the primary competence or major business of the component. These words should be clear and comprehensible to a person unfamiliar with the Company. For example, if the name “GE Aircraft Engines” were mentioned at a social event, a stranger would understand the nature of the component business.

GE + Generic Words

GE Major Appliances

GE Appliances Business Group

Simplify. Use only the number of communicative names for a component and its organizational elements that are required for clarity. Whenever possible, use a single name that describes the entire component’s broadest capability, including the primary products and services offered by each subcomponent.

If the primary product or service offered by a subcomponent cannot be accurately described by the name that best describes the component’s major business, create a different communicative name for that organizational element. For example, “GE Aircraft Engines” is the most succinct and accurate description of that component’s major

business, so the subcomponent whose products are not installed in flying machines uses the communicative name “GE Marine & Industrial Engines.”

Note: Subcomponents that use the communicative name of the component to which they belong also use a graphic signature bearing that same communicative name. This graphic signature is the fundamental visual device used to identify the subcomponent in all media. If desired, the specific name of such a subcomponent (as distinct from the name of the component used in the graphic signature) may be used in the address block in stationery, business cards, and promotional media. Also, the name of a division or department may be used as part of an individual’s title on business cards or in personalized stationery when required.

Omit words defining the Company’s organizational structure. Words such as “Group,” “Division,” and “Department” imply a tedious bureaucracy of little interest to existing and prospective customers.

Note: For information on affiliate naming, see document 341, Name & Trademark Practices for Affiliates.

The Communicative Name “GE”

In copy such as headlines or text used in promotional media or news releases, use the name “GE” to refer to the Company or its primary brand of products or services.

(Note: The legal name, “General Electric Company,” is used only in the address block on letterheads and in contracts, proposals, and agreements where required by law.)

When “GE” is used to refer to the Company’s primary brand of products and services, the name is a word mark, protected by federal trademark and service mark registration. To safeguard this valuable protection, use the word mark correctly, according to the guidelines in document 121, Primary Trademarks & Service Marks.

When “GE” is used to refer to the Company itself rather than its primary brand, the name is a trade name and may be used as a noun and in the possessive form. For example, “GE’s strategy was…” is an acceptable use of the trade name.

In conversation such as speeches, sales presentations, informal negotiations, and answering Company telephones, use the name “GE” to refer to the Company or its primary brand. Follow the guidelines for copy, above.

Do not use the communicative name “GE” immediately preceding a Company secondary word mark because such use would suggest that another company also has a product or service with the same secondary word mark. (See document 122, Secondary Trademarks & Service Marks.)

Component Communicative Names

Note: To ensure consistent and correct use, a current list of approved communicative names appears on page 05.

In copy such as headlines or text used in promotional media or news releases, use communicative names to refer to components.

Do not use a component communicative name immediately preceding a Company secondary word mark because such use would suggest that another company also has a product or service with the same secondary word mark. (See document 122,

Secondary Trademarks & Service Marks.)

In conversation such as speeches, sales presentations, informal negotiations, and answering Company telephones, use communicative names to refer to components. Follow the guidelines for copy, above.

In permanent and promotional media, use a graphic signature containing a component communicative name as described in documents 131,

Graphic Signatures, and 200, Application Standards.

One of the goals of the GE Identity Program is to present GE to all audiences in a more accurate, contemporary, and consistent manner. The list of communicative names for GE businesses at the right shows one way in which this is being achieved.

The names are accurate, contemporary, and consistent:

•For each key business, “GE” is combined with

a simple, easily understood term describing the major competence of the business. As shown in the column at the right, a secondary name is

used only if the primary name does not adequately describe a specific business.

•The Company communicative name, “GE,” does not include the misleading connotation “Electric,” which pertains to only a few of the

Company’s key businesses. Also, no organizational names (such as division or group) are used.

•The names of key businesses and a limited number of subcomponents are used in permanent media to broaden awareness of GE’s diversity. Research has shown that people generally have not known what GE does and have been unaware that the Company participates in many industries. Instead, people have tended to associate GE primarily with appliances and lighting.

•These names are combined with the Monogram in a contemporary environment—the graphic signature—with the Monogram in the classic Platinum Grey, underlined by the red Laser Line. This presentation gives each business the values of quality and reliability for which the Monogram is widely recognized, while adding an element

of excitement.

•The Monogram and the communicative names are applied in all media in a consistent manner by all GE businesses. This ensures maximum recognition and helps to protect the GE brand as a powerful marketing tool.

Standards &Guidelines

Summary

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GE Identity Program

Purpose

How we identify ourselves—our name, trademark, and related graphics—is the most visible representation of our Company. Making our identity more accurate, contemporary, and consistent can help move perceptions of GE toward reality.

Objectives

•To make our identity accurate, we want to broaden awareness of our diversity.

•To make our identity contemporary, we want to communicate our innovation and dynamism along with our long-recognized reliability.

•To make our identity consistent, we want

to unify the identity we use throughout the Company.

Program

The GE Identity Program includes

•graphic standards, featuring the Monogram used in the context of a graphic signature

•naming standards for the communicative names used by GE businesses

•application standards for the use of the names and graphic elements in specific applications

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