GE Brand Expression Guidelines, Direct Response

Page: 56 / 119

Direct Response Communications
Version 2.0
Page 56
6.02 Imagery: Overview
In the past, we have not used photographs of people in our
marketing communications. In our new brand expression, we now
want to emphasize our approachable and contemporary character.
We want to show our customers that GE evolves with them through
life. We encourage use of imagery that motivates desired behavior
and shows how our customers benefi t from using our products and
services.
We are a global organization and although our customers speak
many languages, our common language is visual. We encourage
you to portray our off er using imaginative and dynamic images that
will trigger a response, an emotion or call-to-action.
When using examples of our products, such as engines or plastics,
even if the photo is static, try to fi nd an unusual or innovative way of
presenting it in combination with typography and design to trigger
response.
We also respect that in some DR applications, use of photography
that refl ects the global brand style is not appropriate. DR marketers
have the fl exibility to apply imagery where it makes sense.
Guidelines are provided for general use as well as specifi c guidelines
for direct response components. Please see Section 8.0 for more
specifi c examples and guidelines of imagery use in various DR
components.
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