- •241.50, Outdoor Advertising
- •010, Contents
- •247, Exhibits
- •251, Newsletters
- •391, FAQ: Basic Standards
- •392, FAQ: Advertising & Branding
- •Contents
- •Glossary
- •Letter from John D. Opie
- •What is the GE Identity Program?
- •Using Primary Marks
- •Corporate Marks
- •outside the U.S.A.
- •Used by Outsiders
- •How Trademarks Come into Being
- •Selecting Secondary Word Marks
- •Using Secondary Word Marks
- •Protecting Secondary Marks
- •131, Graphic Signatures
- •Contents
- •General Guidelines
- •Signature Elements
- •Signature Content
- •Signature Arrangements
- •Signature Monogram
- •Signature Typography:
- •Univers 68 & 48
- •ITC New Baskerville Italic
- •Laser Line
- •132, Color
- •Contents
- •Corporate Colors
- •GE Grey & Metallic Color Palette
- •GE Dark Color Palette
- •Using Other Colors
- •133, Typography
- •Contents
- •The Univers Series
- •The ITC New Baskerville Series
- •Contents
- •Dynamic Monogram
- •One-Quarter
- •Circle Versions
- •Bar Versions
- •Reproduction Alternatives
- •Contents
- •220, Packaging
- •Contents
- •Packaging outside the U.S.A.
- •OEM Packaging
- •Contents
- •Guidelines
- •Information Matrix
- •Examples
- •OEM Shipping Cases & Cartons
- •241, Advertising
- •Contents
- •World Wide Web Site References
- •Broadcast Advertising
- •Guidelines
- •Examples
- •White Pages Listings
- •Advertising outside the U.S.A.
- •Contents
- •Layout Guidelines
- •Employment Agency Logos
- •Dynamic Monogram
- •Copy Guidelines
- •Advertising outside the U.S.A.
- •Contents
- •Creative Matrix
- •Contents
- •Creative Matrix
- •Use & Care Guides
- •Contents
- •Signature Guidelines
- •Point-of-Sale Materials
- •Special Promotions at the Point of Sale
- •Novelties
- •T-Shirts
- •Contents
- •Introduction
- •Typical Exhibits
- •Exhibit Supplier Contacts
- •Glossary
- •Introduction
- •Project Scheduling Outline
- •Sample Project Schedule
- •Budgeting
- •Tabletop Exhibit
- •Introduction
- •Introduction
- •Wall Panels
- •Posts
- •Beams
- •Lightwalls
- •Ceiling Panels
- •Shelves
- •Cabinets & Counters
- •Wall Lights
- •Light Bars
- •Introduction
- •Exhibit Colors & Materials
- •Standard Graphic Signature Overlays
- •Sizes of Graphic Overlays
- •Background Formats
- •Introduction
- •Services
- •Element Use Costs
- •Exhibit Use Costs
- •General Guidelines
- •Portable Exhibit Order
- •New Tradeshow Alert
- •Contents
- •General Guidelines
- •Recommended Typefaces & Sizes
- •General Guidelines
- •Cover Pages
- •Overhead Title Transparencies
- •Title Slides
- •Using the Monogram with Other Logos
- •on Cover Pages
- •in Overhead Title Transparencies
- •in Title Slides
- •Two- & Three-Column Grids
- •General Guidelines
- •for Print Presentations
- •for Overhead Transparencies
- •for Slides
- •for Print Presentations
- •for Overhead Transparencies
- •Build Style
- •for Overhead Transparencies
- •in Overhead Transparencies
- •in slides
- •Introduction
- •Flow Charts
- •Single Pie Charts
- •Multiple Pie Charts
- •Single Bar Charts
- •Multiple Bar Charts
- •Chart Labels
- •Contents
- •Typewritten Newsletters
- •Name Tags
- •Security Badges
- •Uniform Patches
- •Contents
- •Standard Letterhead
- •Standard Second Sheet
- •Monarch Letterhead
- •Internal Letterhead
- •News Release Letterhead
- •News Bulletin Letterhead
- •Standard Envelope
- •Internal Envelope
- •News Release Envelope
- •Airmail Envelope
- •Large Mailing Envelope
- •Business Cards
- •Mailing Label
- •Contents
- •Letterhead
- •Second Sheet
- •Monarch Letterhead
- •Internal Letterhead
- •Envelope
- •Monarch Envelope
- •Internal Envelope
- •Business Card
- •Contents
- •Standard Letterhead
- •Standard Second Sheet
- •Internal Letterhead
- •Standard Envelope
- •Business Cards
- •Contents
- •Standard Second Sheet Format
- •Monarch Letterhead Format
- •Internal Letterhead Format
- •Envelope Formats
- •Mailing Label Format
- •Contents
- •Standard Letterhead Format
- •Standard Second Sheet Format
- •Internal Letterhead Format
- •Standard Envelope Format
- •Contents
- •Forms Requirements
- •The Graphic Signature & Form Title
- •Structuring Information in a Form
- •Consolidating Forms
- •Selecting a Form Format
- •Short Forms
- •Forms with Extensive Instructions
- •External Forms
- •280, Facility Signs
- •Contents
- •Pylon Sign
- •Monument Sign
- •Pole Sign
- •Ground Sign
- •Individual Sign Elements
- •Roof Sign
- •Decals on Glass Doors
- •Directional Signs
- •How to Order Facility Signs
- •Contents
- •General Guidelines
- •Tractor-Trailers
- •Service Vans
- •Service Pickup Trucks
- •In-Plant Vehicles
- •Industrial Haulage
- •Heavy Construction Equipment
- •Tarpaulins
- •Straight-Box Trucks
- •Contents
- •Component Naming Standards
- •Developing Component Names
- •Using Communicative Names
- •Contents
- •Graphic Signatures
- •Typography
- •Color
- •Reproduction Materials
- •Contents
- •Introduction
- •Winning Combinations
- •GE Identity Overview
- •GE Graphic System
- •Naming Process Overview
- •Five-Level Naming Scheme
- •Naming Decision Tree
- •Industry Issues Research, 1986
- •Naming Process outside the U.S.A.
- •Joint Marks
- •Contents
- •Introduction
- •GE Identity Overview
- •GE Graphic System
- •Five-Level Naming Scheme
- •Naming Process outside the U.S.A.
- •Contents
- •Introduction
- •GE Identity Overview
- •GE Graphic System
- •Joint Marks
- •Contents
- •GE Trademarks & Trade Names
- •GE Identity Overview
- •GE Graphic System
- •Five Basic Rules
- •Examples of Typical Applications
- •Reproduction Guidelines & Materials
- •Contents
- •Introduction
- •GE Trademarks & Trade Names
- •GE Identity Overview
- •GE Graphic System
- •Five Basic Rules
- •Advertising
- •Promotional Materials
- •Print & Product Literature
- •Signs
- •Vehicles
- •Stationery
- •Business Forms
- •Reproduction Guidelines & Materials
- •370, OEMs
- •OEM Packaging
- •OEM Shipping Cases & Cartons
- •Getting Started
- •Standard Navigational Tools
- •Custom Links
- •Document Plan
- •Introduction & General Guidelines
- •Linear Dynamic Monogram
- •Sizing the Signature Monogram
- •16-Unit Grid
- •10-Unit Grid
- •16-Unit Grid
- •10-Unit Grid
- •700, Document Plan
GE Identity Overview |
341.10 |
g |
The primary GE trademarks are the letters |
“GE” in the form of |
|
• the Monogram |
|
|
• block letters |
|
as shown at the left. |
GE |
General Electric Company uses these forms as |
• trademarks to identify its products and services |
|
|
(for example, in marketing applications such as |
|
packaging and advertising) |
|
• a trade name to identify itself as a distinct business |
|
entity (for example, on letterheads) and to |
|
identify its facilities (on signs) and other property |
|
(vehicles). Also, GE commonly uses the trade- |
|
marks as a trade name in product and advertising |
|
copy, as in the sentence, “For over 100 years, |
|
GE has served the electric power industry.” |
Note: Correct trademark practice requires that licensed affiliates use the GE graphic system as specified in
•the appropriate excerpt of this internal document:
-342, Acquired Affiliates Name & Trademark Practices
-343, Joint Venture Affiliates Name & Trademark Practices
•GE Identity Program Standards & Guidelines
These documents are available from the GE Identity Website or Hotline.
In 1987, GE introduced an identity program built around the primary GE trademarks. The program includes a number of features:
New names help to communicate the Company’s integrated diversity clearly and concisely.
A graphic system featuring new signatures, typography, and colors (see page 11) helps to communicate GE’s attributes of dynamism and innovation while preserving reliability and quality.
Reliability and quality are conveyed by
•continuing use of the Monogram, a 100-year-old symbol that is familiar and trusted
•standardizing the color of the Monogram to Platinum Grey, creating a classic and distinguished presentation
•using a serif typeface, ITC New Baskerville, suggesting traditional qualities
Dynamism and innovation are conveyed by
•using a signature that provides a contemporary
environment for the Monogram; the graphic signature features
-the Laser Line, suggesting high technology
-the italic typeface Univers, suggesting forward movement
-an asymmetrical layout, conveying movement with its visual tension
•selectively using a portion of the Monogram on a large scale—the Dynamic Monogram—suggest- ing that the brand is too dynamic to be contained
Application standards controlling the use of the graphic system in all media help to simplify, modernize, and unify all communications.
GE Identity Program documents containing basic standards and application guidelines assist in the implementation of the program and help protect the value of the GE identity.
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Monogram |
Laser Line |
Signature Typography |
g
GE Fanuc Automation
g
Microwave Oven
g
Spacemaker TM
Univers 68 ITC New Baskerville
Univers 48 ITC New Baskerville Italic
ITC New Baskerville Bold
ITC New Baskerville Bold Italic
|
|
|
Platinum Grey |
|
Laser Red |
GE Graphic System |
341.11 |
The graphic signature is the fundamental visual device used in the GE graphic system. It consists of
•the Monogram trademark
•signature typography (Univers 68 and, if needed, Univers 48; as an option for product names, ITC New Baskerville Italic)
•the Laser Line
The message in the signature typography may vary, depending on the application. Shown at the left are typical signatures containing a
•communicative name
•generic product description
•secondary word mark
For flexibility, in addition to the primary signature (shown), two other basic arrangements of the signature elements are available: the compact and the vertical signatures (not shown).
Program typography, the typefaces and their standard specification in applications, includes
•ITC New Baskerville series for all headlines and text
•Univers series for typographic accents such as captions and page numbers
Program colors include
•Platinum Grey, black, or white for the Monogram and signature typography; other colors are used in the background, and the signature elements are reversed in white or overprinted in black
•Laser Red, Platinum Grey, black, or white for the Laser Line; no other color may be used
Asymmetry is a fundamental layout principle in all applications; a graphic signature is aligned with other elements to create an asymmetrical balance, as shown in document 200, Application Standards.
Note: Only the following |
• created affiliates |
|
licensees use the |
• acquired affiliates using |
|
GE graphic system: |
||
level 1, 2, or 3 names and |
||
|
||
|
graphic identifiers |
|
|
• joint venture affiliates |
|
|
using level 1 or 2 graphic |
|
|
identifiers and those that use |
|
|
the optional signatures (with |
|
|
only a signature Monogram) |
|
|
in marketing applications |
|
|
(see pages 36 to 39) |
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Summary of Graphic Identifiers |
341.15 |
Used by Licensed Affiliates |
|
This and the next page show the range of graphic identifiers (using GE name and/or Monogram alone or with another company’s name and/or mark) used to identify each kind of business relationship.
Graphic Identifier
g
GE Capital Services
g
GE Reinsurance
g
GE Employers Reinsurance
g
Employers Reinsurance
Business Relationship
Created Affiliate
an independent legal entity, separate and distinct from GE, that GE alone starts and in which GE maintains a direct or indirect ownership interest
See page 17.
Acquired Affiliate
an existing business in which GE acquires a direct or indirect interest, which remains an independent legal entity, separate and distinct from GE
See pages 20 to 27.
continued
Employers Reinsurance
GE Capital Services
Employers Reinsurance
Note: Some examples are hypothetical.
No recommendation is implied regarding the identification
of a specific business.
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Summary of Graphic Identifiers |
341.16 |
Used by Licensed Affiliates, continued
Graphic Identifier
g
GE-Other Company
eFANUC
GE Fanuc Automation
eFANUC
FactoBots Automation
g POWERS
P&G Power Systems
GE Name & Other Company Name
Note: Some examples are hypothetical.
No recommendation is implied regarding the identification
of a specific business.
Business Relationship
Joint Venture Affiliate
an independent legal entity, separate and distinct from GE, that GE and one or more business partners starts, in which GE holds a direct or indirect ownership interest
See pages 30 and 39.
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Created Affiliates |
341.17 |
g
Normally, an affiliate created by GE is named and identified like a GE business component.
Thus, a created affiliate
GE Capital Services
• uses a communicative name consisting of the name “GE” combined with a succinct, clear, and accurate generic description of the primary product or service provided by the affiliate
• uses a graphic signature (containing the Monogram, signature typography, and the Laser Line) as its identifier
• fully participates in the GE Identity Program, following all program standards and guidelines
For more information on
• developing and using business component names, see document 301, Component Names
• constructing and using graphic signatures, see document 131, Graphic Signatures
• developing program applications, see document
200, Application Standards
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Acquired Affiliates |
& Trademark Practices |
|
Name |
Acquired Affiliates |
341.20 |
g
GE Identity Program
These standards apply to acquired affiliates licensed to use the GE name and/or trademarks.
For the purpose of this document, an affiliate is an independent business entity that is directly or indirectly controlled by GE or one of its components or affiliates.
As a licensee of the GE trademarks, you are entrusted with a valuable property. You share with
GE and its other licensees an opportunity and responsibility to enhance the value of this prop- erty—to preserve and strengthen the unique attributes of the GE trademarks.
The key to protecting and enhancing the value of the GE trademarks lies in their correct and consistent use by everyone in all applications. You benefit from others’ correct use and they in turn benefit from yours. Working together to uphold a common set of standards, you and all other users of the GE trademarks help to preserve and enhance their value.
This document provides an introduction to correct use of the GE trademarks and outlines what is expected of all affiliates licensed to use the GE name and/or marks. Detailed guidelines controlling the GE graphic system in all applications appear in the GE Identity Program Standards & Guidelines. This comprehensive set of documents is available from the GE Identity Website or Hotline.
These guidelines apply to acquired affiliates licensed to use the GE name and/or trademarks.
You can help prospective partners understand
GE’s requirements by
•discussing the preferred identification for a proposed alliance early in negotiations with the other company
To avoid misunderstanding, before negotiating the details of the alliance
-determine the best name and identifier, using this guide
-obtain legal and management approvals as defined in document 123, Trade Names, Trademarks, & the GE Identity Program
•providing your prospective partners with the excerpts from this document prepared especially for them: document 342, Acquired Affiliates Name & Trademark Practices, shown at the left and available from the GE Identity Website or Hotline
Document 342, Acquired Affiliates Name & Trademark Practices, contains excerpts from this document.
To help your prospective partners understand GE’s expectations, give them document 342 early in your negotiations.
You can obtain an Adobe Acrobat PDF file or prints of the document from the GE Identity Website or Hotline.
GE Identity Program |
341, Name & Trademark Practices for Affiliates |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)