GE Brand Expression Guidelines, Direct Response

Page: 21 / 119

Direct Response Communications
Version 2.0
Page 21
July 30, 2005
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Dear Mr. Smith,
GE Makes Plant Hire Easier
As part of our drive to make hiring plant easier, GE recently introduced three new service off erings designed to
enhance transparency and increase the level of fl exibility available to you.
From June 1 st 2005 , GE introduced:
-
Fair’s Fair
o
Damage at £50 or below will incur no charge
- Collect & Save
o
Save up to £80 on 14 day’s hire by collecting & returning specifi c equipment to our depot
- 5-4-5 Loyalty Award
o
5% rebate on incremental spend over 12 months starting June 2005
In developing these new off ers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being fl exible
can be the diff erence between on time completion & fi nancial penalties.
By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefi t both parties and create the right environment for growth.
We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.
Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leafl et) or email us at planthireinfo@ge.com - we hope to hear from you
soon.
Yours faithfully/sincerely
Martyn Durran
Head of Sales
GE
Equipment Services
2.02 Monogram: Proper Use (continued)
Clear Space
To enhance the presentation of the Monogram, leave
suffi cient clear space around it. The minimum amount of
clear space is equal to 25% of the diameter of the Monogram
you use, as shown below.
Minimum Size
The minimum size of the Monogram in any print application
is 0.25”/6.53mm in diameter.
Minimum size
Minimum size Monogram
0.25”/6.35mm, shown here
at full size.
Alternate version (negative application). Preferred version (positive application).
Minimum clear space: 25% Monogram diameter.
You may reverse the
Monogram in white
out of any color in the
approved color palette.
Refer to the Direct
Response Color
Migration Strategy
matrix in Section 4.0 to
determine correct color
use in your market.
Correct use of clear space on a letterhead. Correct use of clear space on
a brochure.
25%
25%
25%
25%
Legal Summary
Plan Description
GE Consumer Finance
imagination at work