GE Brand Expression Guidelines, Direct Response

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Direct Response Communications
Version 2.0
Page 40
4.05 Color Palette: Direct Response Color Migration Strategy
The full color palette of 14 colors may be used in advertising
only in Markets where aided consumer awareness of the
GE Brand is 85-100%. However, direct marketers have more
flexibility to select the colors required to drive response from
the palette, even if awareness levels are low. At the same
time, DR marketers may prefer to align with colors used in
advertising in their area to tap into brand recognition. If you’re
unsure of consumer awareness levels in your Market, check
Brand Central or contact the brand management team at
brand.questions@ge.com .
All consumer awareness data must be reviewed by the
Corporate Brand Team, which will work with each Market to
establish the relevant tiers per country.
Note As we build recognition in Markets where GE is not well
known, it is important to associate the GE Brand with color.
B2B businesses may use the full palette of 14 colors for direct
response communications; not for advertising. Please refer to
the B2B Brand Expression Guidelines for correct use of color
in ads.
Awareness Approved GE Colors Approved Tagline
0-45% “GE imagination at work”
46-69% “GE imagination at work”
70-84% “imagination at work”
85-100% “imagination at work”
7455
7455
7455
7455 260 485 Cyan 144 376
260 485 Cyan
260
All GE approved advertising colors can be used in B2B and B2C Direct Response communications
regardless of your market’s awareness levels. However, DR marketers may want to focus on colors
used in other marketing mediums in their Market to create and leverage design synergy.
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