GE Brand Expression Guidelines, Direct Response

Page: 50 / 119

Direct Response Communications
Version 2.0
Page 50
5.05 Typography: General Use
These are general guidelines that will apply to most DR materials,
and are consistent with guidelines for advertising and literature.
Additional guidelines with respect to specifi c DM components
are noted in Section 8.0. Always use the GE Inspira set of fonts in
all applications.
Architecture
The correct size of the brand architecture components and
the tagline lock-up will be determined by the size of the DR
component in a particular execution. Refer to Section 2.0 on
Monogram and Section 3.0 on Tagline for correct lock-up
positioning. Ensure that the point size of the brand architecture
components and tagline text is the same when scaled. Refer to
Section 9.0 on Grids, for specifi c publication sizes and guidance
on grid construction and adjustment.
Headlines
On brochures, inserts, letters (i.e., on Johnson Boxes) and
envelopes, headlines should always be prominent and set in
the largest type size on the page. Headlines are always set in
GE Inspira Regular. Do not use GE Inspira Bold for headlines
(although bolding key words or phrases to draw reader attention
is acceptable). Headlines may also be left or center justifi ed but
not set fl ush right.
Subheads
Subheads can use a large type and can also be presented in any
GE Inspira weight or style. Avoid using more than 2 font styles in
subheads. Subheads may also be left or center justifi ed but not
set fl ush right.
Typography consistency across advertising and DR delivers a consistent brand experience to target audiences.
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Print ad example. DR letter example.