GE Brand Expression Guidelines, Direct Response

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Direct Response Communications
Version 2.0
Page 2
The GE Brand
GE 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 character
GE is:
Contemporary
Innovative
Dynamic
Leader
Trusted
Dependable
Approachable
Global
Our 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.