- •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
Five Basic Rules |
350.20 |
1. Do not use the GE graphic system in company (or corporate identity) applications.
Company (or corporate identity) applications include your company letterhead, business cards, forms and checks, facility signs, and vehicles. These applications are used to identify your company—not General Electric Company—as the originating source of your products and services.
Since GE uses the GE graphic system in all company or corporate applications, it would be confusing if licensees were also to use the system in their corporate applications.
To avoid misleading the public, your company applications must prominently feature your own company identity, not the GE graphic system.
If it is desirable to include the GE trademarks in these applications, use the Monogram (not a graphic signature) with product or service names in a clearly subordinate position, preserving clear and strong emphasis on your own company identity.
2. Use the GE graphic system in marketing applications.
Marketing applications include product identification, advertising, product literature, tradeshow exhibits, point-of-sale displays, packaging, and shipping cases and cartons.
Since these applications identify those of your products or services that are sold under the GE trademarks according to your licensing agreement, they should prominently feature the GE graphic system—not your own company identity.
In most of these applications, the name and address of your company are used: for example, in an address block.
However, in certain applications where identification of your company as the originating source of the products or services helps to avoid confusion with GE—for example, in trade show exhibits—your own company identity must be prominently featured and take precedence over the GE trademarks.
3. Use the tools the Company provides to implement the GE graphic system.
In all licensee applications, you are expected to uphold the standards controlling use of the GE trademarks provided by GE in the manual
GE Brand Identity Program: Practices for Licensees.
Those standards specify the correct construction, reproduction, and use of the GE graphic system in all applications for licensees.
4. Participate in an annual applications review.
To help ensure that licensees are upholding the standards governing use and nonuse of the GE trademarks and graphic system, GE conducts an annual review of all licensees’ applications that incorporate the GE trademarks.
At GE’s request, you submit examples of applications for GE review and make known any problems ensuing from the standards.
To facilitate dialogue, you host a workshop at which GE’s findings and recommendations are presented to those with hands-on responsibility for using the GE trademarks.
Note: Violations of standards must be corrected within the period specified by your license agreement.
5. Change your use of the GE trademarks or graphic system if and when GE changes them.
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If GE changes any element or usage principle of |
reprinted, retooled, and so on, unless such |
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the GE trademarks or graphic system, you must |
changes are inconsistent with the specifications |
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incorporate the changes as your applications are |
of your license. |
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continued |
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GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Five Basic Rules, continued |
350.21 |
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For these applications: |
use this identity: |
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Marketing |
• product identification |
dominant: |
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• packaging |
GE graphic system |
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dominant: |
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• facility signs |
licensee’s own company identity |
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with incidental |
• vehicles |
subordinate: |
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• dealer communications |
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licensed products |
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Company |
• recruitment advertising |
applications |
• employee communications |
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• supplier communications |
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• checks |
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• business forms not specific to |
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licensed products |
licensee’s own company identity
Do not use the GE trademarks or graphic system.
Typical applications demonstrating correct use of the GE brand identity and licensee’s name and identity appear on the following pages.
GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Stationery
Business forms specific to licensed products or services
Examples of Typical Applications |
350.22 |
Top
Licensee’s Identity 
Licensee’s Name
Licensee’s Address
Licensee’s Phone
g |
XYZ |
OTHER |
BRAND |
BRAND |
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Product name(s) *
Bottom
Top
Invoice |
Licensee’s Identity |
Licensee’s Name Licensee’s Address
Licensee’s Phone
Ship to
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XYZ |
OTHER |
BRAND |
BRAND |
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Product name(s) *
Bottom
*Products licensed to use the GE trademarks should be shown or listed on stationery, forms, signs, and vehicles. List the product(s) under the Monogram if the name or illustration does not appear elsewhere on the specific application.
continued
GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Examples of Typical Applications, |
350.23 |
continued |
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Vehicles
Licensee’s
Identity
g |
XYZ |
OTHER |
BRAND |
BRAND |
Product name(s)
Facility Signs
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continued
GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
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GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696) |
Examples of Typical Applications, |
350.24 |
continued |
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Products
gGSpacemaker
Rating Plate |
Consectetur Adipis Cingun |
Consectetur Adipis Cingun |
Consectetur Adipis Cingun |
Consectetur Adipis Cingun |
Consectetur Adipis Cingun |
Licensee's Name |
Licensee's Address |
GgSpacemaker ™ 
Rating Plate
Licensee’s Name
Licensee’s Address
Packages
e |
Spacemaker |
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Microwave |
and are used under license by Licensee’s Name, Address |
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g and Spacemaker are trademarks of General Electric Company |
Oven
continued
GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Examples of Typical Applications, |
350.25 |
continued |
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Product Literature |
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Spacemaker |
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Owner’s Manual |
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Spacemaker |
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Big
Sale
g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name
Gg and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name
continued
GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Examples of Typical Applications, |
350.26 |
continued |
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Advertising
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g and Spacemaker are trademarks of General Electric Company and are used under license by Licensee’s Name
Introducing
Spacemaker™
microwave ovens
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Licensee’s Name introduces another GE brand kitchen appliance, the Spacemaker™ microwave oven—the best in the world. It’s so good that Licensee’s Name guarantees your satisfaction. Veniam, quis notrud exerci tatio ullamcorper suscipit lobortis ut aliquip ex
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eu feugiat nulla facilisis at vero er os et accumsan et iusto odio dig nissim qui blandit praesent lupta. For more information, contact Licensee’s Name.
Exhibits
Licensee’s Identity 
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GE Identity Program |
350, Licensees Trademark Practices |
GE Identity Website: http://www.ge.com/identity |
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)