A primary purpose of the GE Identity Program—and thus the acquired affiliates naming process—

is to link the name “GE” with words that describe the Company’s competencies or capabilities, particularly those that enhance the perception of GE

as innovative and dynamic. Generally, then, the acquired affiliate naming process encourages linking GE with its affiliates, but it also considers the external variables that influence the degree to which a particular affiliate should be associated with GE.

The acquired affiliate naming process is built on a five-level naming scheme. As described on this and the next page, it provides a complete range of communicative name options, each with distinct communication opportunities, limitations, and implications for both GE and the affiliate.

At each level, a precise degree of association between GE and the affiliate is established in the affiliate’s communicative name. It is this association, and hence the visibility of GE through affiliate communicative names, that this naming process determines.

Naming Level 1: GE + Generic Name

This is the highest level of identification, having the strongest association with GE. The acquired affiliate is known by the name “GE” combined with a succinct, clear, and accurate generic description of the primary product or service provided by the affiliate. This form of naming is identical to that used by almost all GE components.

At this level of naming, an acquired 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

Naming Level 2:

GE + Proper Name or Communicative Name

When it is beneficial to highlight the acquired affiliate’s name and a lesser degree of association with GE is desirable, this second level of naming is appropriate. Here the name “GE” is combined with the existing communicative name of the acquired affiliate.

At this level of naming, an acquired 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

Naming Level 3: Monogram Endorsement

Where only a strong visual association is desirable, the acquired affiliate’s existing communicative name may be used in a graphic signature featuring the Monogram.

Like acquired affiliates using names at higher levels, an affiliate using a level 3 name

•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

Naming Level 4:

GE Verbal Endorsement

Where only a verbal association is desirable, the acquired affiliate’s existing identifier carries a reference to GE in a tag line. This tag line consists of only the communicative name of the

GE business component or other affiliate having primary responsibility for the affiliate.

Acquired affiliates using only a verbal endorsement in their existing identifiers do not fully participate in the GE Identity Program. Their only obligations are to

•incorporate the correct tag line (typeset in Univers 68 according to the guidelines in GE Identity Program document 133, Typography, pages 02 and 03) into their existing identifier and to use that identifier with the tag line in all media

•use the communicative names of the Company and its components correctly in copy and conversation (according to the guidelines in GE Identity Program document 301, Component Names)

Naming Level 5: GE Invisible

In cases where there is no benefit in associating GE with an affiliate, the name “GE” is not part of the acquired affiliate’s name. Thus, neither a verbal nor a visual connection is made between GE and the affiliate.

Acquired affiliates at this level retain their own separate identities and do not participate in the GE Identity Program.

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Naming Level 1:

GE + Generic Name

GE ownership must be greater than 50%.

Naming Level 2:

GE + Proper Name or Communicative Name

GE ownership must be greater than 50%.

Naming Level 3:

Monogram Endorsement

GE ownership must be greater than 50%.

Naming Level 4:

GE Verbal Endorsement

GE ownership must be at least 34%.

Naming Level 5:

GE Invisible

GE ownership may be any percentage.

Use the highest level of GE visibility that makes sense for both GE and the acquired affiliate or the U.S. direct-connect business. Consider any potential adverse effects on the GE image that could result, for example, from GE’s association with a particular kind of business or industry or with a country having major political problems.

Use the country name. To the extent legally permitted, the country name should be included in the communicative names of acquired affiliates at naming levels 1 and 2. It is important for the Company to be associated with both the name of the country in which the acquired affiliate operates and the generic name of the acquired affiliate’s business (or the proper name of the acquired affiliate).

For example,

•if an operation represents the total Company or a number of GE businesses, use “GE” plus a country name

•if a government-supplier relationship or a political situation indicates a need for close ties to the country, use “GE” plus a country name

•if an acquired affiliate represents one GE business, use either

-“GE” plus the communicative name of the acquired affiliate

-“GE” plus the communicative name of the acquired affiliate plus the country name

Eliminate organizational terms such as “GmbH,” Ltd.,” and “S.A.R.I.” in the communicative name. Unless required by local national laws, these terms appear only in the legal name, which is used only when required by law.

Consult with your assigned counsel. When naming GE affiliates outside the U.S.A., continue to be guided by your assigned counsel, who will take into account

•current Company policies and procedures

•applicable national laws

Continue to use “USA” as required. If “General Electric (U.S.A.)” is currently used in the name of an affiliate, retain “(U.S.A.)” when changing “General Electric” to “GE.” Similarly, continue

to use “USA” (without periods) beneath the Monogram where this has been the practice in the past. (Note: In stationery, “USA” is typeset in 5- point Univers 47 with no periods and is centered below the Monogram.)

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GE Identity Program

These standards apply to joint ventures licensed to use the GE name and/or trademarks.

For the purpose of this document, a joint venture is 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.

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 property

—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 the correct use of the GE trademarks and outlines what is expected of all joint ventures licensed to use the

GE name and/or marks. Detailed guidelines controlling the GE graphic system in all applications appear in the comprehensive set of documents,

GE Identity Program Standards & Guidelines, available from the GE Identity Website or Hotline.