Contents

Note: Correct trademark practice requires that licensed acquired affiliates use the GE graphic system as specified in

•this guide

•GE Identity Program Standards & Guidelines, 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.

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

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.