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Your license restricts your use of the primary GE trademarks to identify only your licensed products and/or services. You are not licensed to use the primary GE trademarks or any similar marks or terms as trade names to identify your company, your facilities, or your property.

You may never use the primary GE trademarks as trade names because such use misrepresents the licensee as General Electric Company and is likely to confuse the public:

•You may never use the primary GE trademarks as the predominant identifier on a business document such as your company letterhead.

•You may never include in your product promotion or advertising copy statements such as “Call GE at 1-800-355-7878 for information on its products.”

•You may use the primary GE trademarks on business documents when both

-the use is clearly a trademark use

-the predominant identifier on the document clearly identifies the licensee as a party distinct from General Electric Company.

This guide provides examples of how the primary GE trademarks may be used in licensee business documents.

Note: Misuse of the primary GE trademarks as trade names or failure to comply with GE’s usage requirements by licensees can result in termination of their licenses.

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

Microwave Oven

g

Spacemaker TM

g

Spacemaker TM

Microwave Oven

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)

•the Laser Line

The message in the signature typography

may vary, depending on the application. Shown at the left are typical signatures containing a

•generic product description

•secondary word mark

•secondary word mark + a generic product description

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: Correct trademark practice requires that licensees use the GE graphic system in all marketing applications such as packaging and advertising. See page 20 for the basic rules.