The GE Brand Introduction 1.0 Brand Architecture 2.0 Monogram 3.0 Tagline 4.0 Color Palette 5.0 Typography 6.0 ImageryB2B Print AdvertisingBrand Expression GuidelinesVersion 1.0 7.0 Tone of Voice 8.0 Gray Bar 9.0 Transition Designs 10.0 Limited Space 11.0 Classifieds/Yellow Pages 12.0 Outdoor 13.0 Grids B2B Print AdvertisingVersion 1.0The GE BrandGE plays a vital role in our modern world, making extraordinary ideas a natural part of everyday life. The GE brand reflects that role as it represents the flexibility, optimism and can-do attitude of the people who fulfill it. Brand attributes and characterGE is:ContemporaryInnovativeDynamicTrustedDependableApproachableGlobalOur brand is the symbol of our heritage, and of the quality and trust we have delivered for more than 126 years. To our customers, it embodies our commitment to anticipate and meet their changing needs. To our organization, it represents the imagination we use to address those needs in a manner that reflects our values.We created these guidelines to ensure that we always remain true to our brand, and the people, products and services it represents.Introduction to B2B Print AdvertisingThe guidelines in this section will help you to implement the new GE brand expression system in print advertising.They explain the brand essentials of the system, demonstrate their correct use, and provide examples of typical applications for print, billboard, third-party, tombstone and direct response advertising. The brand essentials in advertising are the brand architecture, Monogram, tagline, color palette, typography, imagery style, tone of voice and grid system. They are the keys to creating the brand expression and, when used appropriately and creatively in advertising, will help convey a revitalized image for GE.For information and guidance on proper use of these guidelines, contact your Brand or Marketing Communications Manager, the brand team at brand.questions@ge.com or visit the new URL for the GE brand expression program, which is www.ge.com/brandB2B Print AdvertisingVersion 1.01.0Brand Architecture1.01 Introduction1.02 Overview1.03 Understanding Brand Architecture 1.04 Proper Use1.05 ReviewB2B Print AdvertisingVersion 1.0B2B Print AdvertisingVersion 1.01.01 Introduction to Brand ArchitectureWe have evolved the way we do business.We have moved toward a more fluid, broad-based offer designed with our customers in mind. The brand architecture is designed to accommodate this shift. It is simple, flexible and focuses on making GE easier for the outside world to understand. 1.02 Brand Architecture: OverviewOur brand architecture organizes our businesses in a way that defines our key offerings, communicates the breadth and depth of GE to our primary audiences, and clarifies how these offerings meet their respective needs.Accordingly, we have reorganized all of our activities into 11 major businesses. Our overarc...
