Contents

The purpose of this guide is to

•demonstrate alternative

-names

-graphic identifiers

for a joint venture affiliation with GE

•define which is most appropriate for a specific joint venture affiliate’s marketing conditions and GE’s ownership requirements

In addition, these guidelines provide a general indication of how the GE name and trademarks must be used in joint venture affiliate applications such as stationery, signs, vehicles, product promotion, and advertising.

To ensure clear and consistent association of GE with its licensees, the names and identifiers used by licensed joint venture affiates must

•optimize the visibility of the GE name and/or trademarks in view of specific market conditions

For example, in many cases it is desirable for the GE name and trademarks to predominate,

but under some circumstances, they are not used at all—optimum visibility is invisibility.

•meet the requirements of sound trademark practice

Trademarks and service marks are protected in the United States by continued and proper use, as well as official registration. (Registration of a mark in the U.S. Patent & Trademark Office establishes certain procedural rights in the mark and, in the case of a dispute, makes it easier to defend exclusive rights.) It is imperative that you, as an authorized licensee of the GE marks, understand and practice proper use.

By following the guidelines contained here, you not only help achieve optimum visibility for the GE name and trademarks, you also help ensure correct and consistent trademark use by licensees, which in turn helps protect the marks and enhances their value.

Note: Correct trademark practice requires that licensed joint venture 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.

Provided GE’s minimum level of ownership is met, as indicated in the column at the left below, any of the uses of the name “GE” and their corresponding graphic identifiers, below, may be selected in response to market considerations.

Note: Before permitting a joint venture affiliate to adopt any name or identifier, obtain the approvals and prepare a trademark license as set forth in document 123, Trade Names, Trademarks & the GE Identity Program.

Option 2

GE and the other company are essentially equal in the marketplace and/or management control. (When the other company is dominant, the sequence of marks

is reversed.)

GE ownership must be

•for the top signature (with the name “GE”), greater than 50%

•for the bottom signature (without the name “GE”), at least 34%

eFANUC

GE Fanuc Automation

eFANUC

FactoBots Automation

•Use a graphic signature containing

-joint marks in place of the signature Monogram

-the communicative name of the joint venture Note: To create joint marks, you must follow the guidelines on pages 32 to 35.

•Develop applications according to the guidelines in document 200, Application Standards.

•As an option, only the GE name or trademarks may be used in product branding and marketing applications. See pages 36 to 39.

Option 3

The joint venture name (with neither the

GE name nor the other company’s name in it) should have dominance over the GE name or that of the other company,

at least in some markets.

GE ownership must be at least 34%.

g POWERS

P&G Power Systems

•Use a graphic identifier containing

-the communicative name of the joint venture

(without the name “GE” in it)

- the Monogram and the other company’s mark

•Although not required, applications may be developed by adapting the standards and guidelines of the GE Identity Program, using the graphic identifier in place of a graphic signature.

•As an option, only the GE name or trademarks may be used in product branding and marketing applications. See pages 36 to 39.