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GE Brand Expression Guidelines, Direct Response

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GE Brand Expression Guidelines Direct Response Download Page 65

Direct Response Communications

Version 2.0

Page 65

7.03  Tone of Voice: Improper Use

1.  Don’t use any play on words or sentences with the    

 

“imagination at work” tagline in DR copy.

2.  Don’t use “negative” imagery or negative selling copy to  

 

drive response.

1.

2.

Don’t let this

happen to you

imagination at work

Exclusive Invitation...

to view our most 

imaginative

 appliance ever

Summary of Contents for Brand Expression Guidelines

Page 1: ...rand Introduction 1 0 Brand Architecture 2 0 Monogram 3 0 Tagline 4 0 Color Palette 5 0 Typography 6 0 Imagery 7 0 Tone of Voice 8 0 Direct Marketing Components Envelopes Letters Letterhead Forms Broc...

Page 2: ...ontemporary 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 custo...

Page 3: ...he GE Brand grows among B2C and B2B targets leveraging the revitalized image of GE in DR can support improved response results These brand expression guidelines have been customized to address unique...

Page 4: ...ny Street Anytown NY 10000 Refreshing ideas to save you time and money Dear Mr Smith Energy Solutions by GE provides temporary water chilling and air conditioning rental solutions to help you meet you...

Page 5: ...responding testing plans or business cases to brand ideas ge com This will help to understand the elasticity of our Brand in DR and how to continue to provide our DR marketers with updated guidelines...

Page 6: ...n 1 0 Page 6 1 0 Brand Architecture 1 01 Overview 1 02 GE Brand and Markets 1 03 GE Businesses 1 04 GE Solution Platforms 1 05 Understanding the Architecture 1 06 Lock up for Levels 1 2 and 3 1 07 Pro...

Page 7: ...toward a more uid broad based o er designed with our customers in mind The brand architecture is designed to accommodate this shift DR marketers will have opportunities to convey and promote Solution...

Page 8: ...er brand architecture component sub business organization brand or product name with the GE Brand Rare exceptions exist and must have Corporate approval This section describes the architecture that re...

Page 9: ...Business names always appear in English Do not translate a Business name into a local language GE Commercial Finance Capital Solutions Corporate Financial Services Healthcare Financial Services Insura...

Page 10: ...nment Solutions Entertainment Lending TMT E Solutions TMT E Lending Global Sponsor Finance Commercial Industrial Finance Food Beverage Agriculture Solutions Automotive Solutions Transportation Solutio...

Page 11: ...Networked Solutions Engineered Systems Homeland Protection Sensing GE Infrastructure Aviation Aviation Commercial Aviation Services Transportation Finance Energy Gas Turbine Steam Turbine Generators H...

Page 12: ...n The Solution Platform is the o er to the customer Solution Platforms and elements are optional and may be translated into local languages Level 4 can be used whenever a Market and or Business name i...

Page 13: ...at the Level 4 architecture level without the traditional architecture lock up This should be done along with elements that further describe or illustrate the o er in an inspirational and contemporar...

Page 14: ...nd Awareness Markets for usage guides of the GE Monogram lock up Level 2 is the Market Level and de nes the speci c Market providing the communication or o er The Market Level is optional and can be u...

Page 15: ...nd Architecture for additional information Clear Space Leave su cient clear space around all text to enhance and reinforce its presentation The minimum amount of clear space is equal to 25 of the diam...

Page 16: ...rm in the upper left corner with Levels 1 2 and 3 of the brand architecture 3 Don t tint Level 1 GE Brand or Level 2 Market when used without Level 3 Business 4 Don t use di erent colors for the brand...

Page 17: ...these o erings meet their respective needs When creating new Businesses Solution Platforms and Element names limit the number and keep the names short relevant and descriptive When creating new names...

Page 18: ...t Response Communications Version 1 0 Page 18 2 0 Monogram 2 01 Overview 2 02 Proper Use 2 03 Limited Space Lock up Low Brand Awareness Markets 2 04 Limited Space Lock up With Market Name 2 05 Imprope...

Page 19: ...two parts the cursive and historic GE letterforms and the stylized circle These elements always appear in a xed size and position relationship that does not change Regardless of region local language...

Page 20: ...terial with detachable sections For speci c brand guidelines for Monogram use on envelopes letters forms and brochures please see Section 8 0 Direct Marketing Components Color When possible apply the...

Page 21: ...isting 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...

Page 22: ...asier As part of our drive to make hiring plant easier GE recently introduced three new service o erings designed to enhance transparency and increase the level of exibility available to you From June...

Page 23: ...itional details see the Stationery Guidelines on Brand Central John Smith General Manager Corporate Marketing Branding GE Street Address City State Postal Code Country T 123 456 7890 F 123 456 7890 jo...

Page 24: ...he diameter size away from the right of the Monogram Center GE vertically to the right of the Monogram Example 2 illustrates the rules for clear space Maintain a minimum clear space of 12 5 of the dia...

Page 25: ...p height of GE is one fth the diameter of the Monogram GE is set 25 of the diameter size away from the top of the Monogram Center GE and the Market name above the Monogram Example 2 illustrates the ru...

Page 26: ...lack Monogram on a color background 6 Don t rotate the Monogram 7 Don t reverse the Monogram on any color only white 8 Don t use the Monogram in color on a background color 9 Don t reverse the Monogra...

Page 27: ...of our business we believe this helps to develop long term relationships that bene t both parties and create the right environment for growth We would very much welcome an opportunity to discuss how o...

Page 28: ...Direct Response Communications Version 1 0 Page 28 3 0 Tagline 3 01 Overview 3 02 Proper Use 3 03 Markets with Limited Recognition of GE 3 04 Translation 3 05 Color Use 3 06 Improper Use...

Page 29: ...es use of the tagline is not a driver of behavior or response In these circumstances using the tagline on any DR component is optional But if the tagline is used then the Monogram must also be used Th...

Page 30: ...loaded in black white and all the colors of the direct response palette Do not change or modify this approved artwork Location The tagline can be set either bottom left or top left but in most cases a...

Page 31: ...ng 15 Monogram diameter 0 1275 3 25mm Construction Monogram and tagline lock up is a xed relationship Standard lock up One line version 3 03 Tagline Markets with Limited Recognition of GE In markets w...

Page 32: ...rand team at brand questions ge com The tagline translation is always set in GE Inspira in the same color as the English version This example shows the type size for a tagline translation for an A4 si...

Page 33: ...ram and Levels 1 and 2 Brand and Market text prints in a 50 tint of that color In certain circumstances when a Market wishes to build awareness for and promote its name as well as promoting its Soluti...

Page 34: ...he tagline 7 Don t change the scale relationship between the Monogram and tagline It is xed 8 Don t use any other font but GE Inspira Regular 9 Don t position the tagline to the left of the Monogram 1...

Page 35: ...rsion 1 0 Page 35 4 0 Color Palette 4 01 White Space 4 02 Overview 4 03 Tinting 4 04 Backgrounds 4 05 Direct Response Color Migration Strategy 4 06 Bright Color Breakdown 4 07 Light Color Breakdown 4...

Page 36: ...reinforces our contemporary clean and inviting approach through extensive use of white space White space can be used to create synergy between mass and direct communications and is encouraged to be u...

Page 37: ...color palette will contribute to an image of energy and vitality Therefore the use of color and white backgrounds is encouraged whenever and wherever possible for DR However it is acknowledged that in...

Page 38: ...e only color used for printing the brand architecture levels is black Refer to Stationery guidelines on Brand Central for additional information Bright Color Palette Pantone 7455 Pantone 260 Pantone 4...

Page 39: ...s Cyan Pantone 144 Pantone 376 Pantone Black 6 50 Tint 50 Tint 50 Tint 50 Tint 50 Tint 50 Tint 50 Tint Pantone 7530 Pantone 7445 Pantone 500 Pantone 292 Pantone 109 Pantone 557 Pantone 877 Silver 50 T...

Page 40: ...te 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...

Page 41: ...144 C 0 M 48 Y 100 K 0 TOYO CF0154 Electronic use R 255 G 125 B 0 HEX FF7D00 Print use Pantone 376 C 50 M 0 Y 100 K 0 TOYO CF0245 Electronic use R 101 G 184 B 33 HEX 65B821 Print use Pantone Black 6 C...

Page 42: ...1ACE4 Print use Pantone 109 C 0 M 10 Y 100 K 0 TOYO CF0192 Electronic use R 255 G 214 B 0 HEX FFD600 Print use Pantone 557 C 30 M 0 Y 20 K 15 TOYO CF0662 Electronic use R 150 G 181 B 171 HEX 96B5AB Pr...

Page 43: ...n more visit gewater com imagination at work GE Money Mr Bob Smith V P Environmental Controls ABC Company 123 AnyStreet Anycity NY 10001 Get a loan from the comfort of your home Dear Mr Smith Getting...

Page 44: ...nancial option specially designed for you Whether you are thinking about consolidating your credit card bills or taking a dream vacation you can now make it happen You are pre quali ed for a Line of...

Page 45: ...Direct Response Communications Version 1 0 Page 45 5 0 Typography 5 01 Introduction 5 02 Overview 5 03 GE Inspira Characters 5 04 Non Roman Languages 5 05 General Use 5 06 Improper Use...

Page 46: ...account for anything you want Funds can be deposited directly into your checking account Dear Mr Sample Introducing a smart nancial option specially designed for you Whether you are thinking about co...

Page 47: ...precise and modern It is individual and recognizable and brings a new VISUAL distinctiveness to our brand Use GE Inspira Regular for body copy and headlines Use GE Inspira Bold for subheads Use GE Ins...

Page 48: ...Direct Response Communications Version 2 0 Page 48 5 03 Typography GE Inspira Characters abcdefghijklmnopqrstuvwxyz123 4567890ABCDEFGHIJKLMNOPQRS TUVWXYZ _...

Page 49: ...ian Spanish Swahili Swedish Tagalog Turkish Vietnamese Welsh and Wendish GE Inspira Cyrillic and Greek fonts have characters that support these languages Belorussian Bulgarian Macedonian Russian Serbi...

Page 50: ...style Avoid using more than 2 font styles in subheads Subheads may also be left or center justi ed but not set ush right Typography consistency across advertising and DR delivers a consistent brand e...

Page 51: ...ttle as 48 hours Just call and ask us to deposit the money directly into your checking account If we determine that you no longer meet our selection criteria for this o er we may refuse to open an acc...

Page 52: ...type 7 9 pt This example shows the use of bolding and underlining within a letter Adding any more font style devices may make this letter look cluttered Raymond Hulett 123 Anystreet Anytown USA Dear R...

Page 53: ...mod tempor invidunt ut labore et dolore magna aliquyam erat sed diam voluptua Headline Headline Subhead Subhead Lorem ipsum dolor sit amet consetetur sadipscing elitr sed diam nonumy eirmod tempor inv...

Page 54: ...Direct Response Communications Version 1 0 Page 54 6 0 Imagery 6 01 Introduction 6 02 Overview 6 03 Style Overview 6 04 Photography Cut Outs 6 05 Icons 6 06 Inset Imagery 6 07 Improper Use...

Page 55: ...magery Introduction Imagery is a universal medium used to tell stories and make human connections In our new brand expression we use imagery to communicate our o er in a compelling and immediate way t...

Page 56: ...ge you to portray our o 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 ph...

Page 57: ...r page When developing brochures or other items with multiple panels or pages where the objective is to provide supplemental information on bene ts functionality of the product or service multiple ima...

Page 58: ...rom GE can put control back in your hands Please take a few minutes to look through the enclosed materials and then contact us to learn how we can customize a solution to save you time and money Since...

Page 59: ...re ect the unique organic rounded style of the GE Inspira font Note Proprietary GE icon design development is in progress and will be made available on Brand Central The icons on this page are sugges...

Page 60: ...energy use in the future Energy solutions from GE can keep you up and running From determining requirements and providing temporary power to improving reliability of equipment and supporting you when...

Page 61: ...Don t use key lines around photographs 3 Don t bleed non cut out images 4 Don t use more than one image on DM components 5 Don t use imagery that covers more than 50 of a DM component e g front of bro...

Page 62: ...Direct Response Communications Version 1 0 Page 62 7 0 Tone of Voice 7 01 Overview 7 02 Optimistic Precise and Simple 7 03 Improper Use...

Page 63: ...Direct Response Communications Version 2 0 Page 63 Our direct response communications should be optimistic precise and simple 7 01 Tone of Voice Overview...

Page 64: ...tic tone The bene ts and required action are very precise The tone open design and instructions for taking action reinforce simplicity Sample A Sample 123 Anystreet Anycity NY 10001 Just 15 minutes of...

Page 65: ...1 Don t use any play on words or sentences with the imagination at work tagline in DR copy 2 Don t use negative imagery or negative selling copy to drive response 1 2 Don t let this happen to you ima...

Page 66: ...e Communications Version 1 0 Page 66 8 0 DM Components 8 01 Introduction 8 02 Envelopes 8 03 Letters Letterhead 8 04 Forms 8 05 Brochures Postcards and Inserts 8 06 Dimensional Mail 8 07 Electronic Di...

Page 67: ...k account and the money is there ready for you when you need it Three ways to apply by phone online or mail back the enclosed application Call 1 800 555 5555 or go online to gemoney com personal loans...

Page 68: ...Direct Response Communications Version 2 0 Page 68 8 02 Envelopes...

Page 69: ...ters have the exibility to omit the Monogram when there is a business reason for doing so Refer to Section 2 0 Monogram for additional details on proper use and lock up relationships with architecture...

Page 70: ...clear space and safety requirements around the Monogram and architecture or tagline lock up and postal indicia Return address P O Box or marketing text may appear on the back of the envelope ap minim...

Page 71: ...y competitive markets This can include both degree of color coverage and use of dual or multiple colors The last example on this page illustrates a color test to explore varying degrees of coverage as...

Page 72: ...that the call out shape such as a circle use the same color as the Monogram and copy in keeping with the monochromatic use of color that is key in de ning the GE Brand Only one dominant call out per e...

Page 73: ...nd color should always contain a feature bene t or o er to drive open rates For additional design exibility DR Marketers may apply radiating lines to circular call outs in full color or tint and will...

Page 74: ...Additional examples of circular and organically driven call out devices Oval shape copy on an angle Use of two GE Brand approved colors Variation on circular violator on full color envelope Radiating...

Page 75: ...ceptable envelope call out design approaches Example 1 Creation of a seal graphic device with copy on a slight angle Example 2 Use of arrow to drive action to open Example 3 Use of call out on an enve...

Page 76: ...n of GE print advertising and literature it can be a powerful technique in ensuring the mail is opened instead of discarded Imagery should not cover more than 50 of the visible space on envelopes Crop...

Page 77: ...xist and or where the entire creative positioning of a product or service uses illustrations across multi media the use of an illustration can be used on an envelope Illustrations should comply with B...

Page 78: ...t use horizontal lines to break copy on envelopes 8 Don t use more than one color on an envelope 9 Don t use any type size smaller than 9pt 10 Don t right justify the Monogram or the tagline Exclusive...

Page 79: ...ore than once per side 16 Don t use any color other than white for negative application of the monogram and or tagline on full bleed color envelopes 17 Don t use radiating lines on call out objects in...

Page 80: ...Direct Response Communications Version 2 0 Page 80 8 03 Letters Letterhead...

Page 81: ...rts so most repairs are completed in just one visit Sincerely Stan Simpson Warranty Manager P S To immediately activate your o er please complete the enclosed application or call 1 800 555 5555 or vis...

Page 82: ...ust have a total household income of at least 20 000 If you already have a GE Money Line of Credit this offer is no longer valid Mr B Sample 123 Any Street Anytown NY 12345 Request up to 25 000 and be...

Page 83: ...ty replacement parts so most repairs are completed in just one visit ACT NOW TO RECEIVE 20 SAVINGS 1 800 626 2224 www GEAppliances com spp Coverage includes all expenses for functional replacement par...

Page 84: ...nto your personal checking account Yes it s exible you can customize your account by requesting the amount you need as well as the length of your repayment term Of course the greatest exibility is in...

Page 85: ...e best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition especially as they grow older Today just one service call alone can easi...

Page 86: ...w minutes to look through the enclosed materials and then contact us to learn how we can customize a solution to save you time and money Sincerely Bob Newton Sales Manager Energy Solutions by GE P S Y...

Page 87: ...ket Testing DR Marketers can explore variations in color usage such as the degree of color coverage or the use of dual or multiple colors on letterhead to determine e ective techniques that drive resp...

Page 88: ...eed to do it all No annual fee APR as low as 7 99 Credit lines up to 25 000 Call Toll Free 1 800 363 3996 GE Money Convenient and Flexible It s the Line of Credit from GE Money a personal line of cred...

Page 89: ...Mr Sample Introducing a smart nancial option specially designed for you Whether you are thinking about consolidating your credit card bills or taking a dream vacation you can now make it happen You ar...

Page 90: ...Direct Response Communications Version 2 0 Page 90 8 04 Forms...

Page 91: ...as 48 hours Just call and ask us to deposit the money directly into your checking account If your goal is to eliminate 10 000 of debt your strategy might be Requested Amount Request 10 000 Repayment T...

Page 92: ...am et justo duo dolores et ea rebum Stet clita kasd gubergren no sea takimata sanctus est Lorem ipsum dolor sit amet Never worry about missing a payment Your fee is paid automatically through your che...

Page 93: ...ignature Date Monthly Premium 4 If you wish to have your loan cheque lodged to your bank account electronically please complete this section I am instructing GE Capital Woodchester Finance Ltd trading...

Page 94: ...Direct Response Communications Version 2 0 Page 94 8 05 Brochures Postcards and Inserts...

Page 95: ...ither on the bottom or top of brochures and other inserts Refer to Sections 2 0 Monogram and 3 0 Tagline for additional details on proper use and lock up relationships with architecture components and...

Page 96: ...uld be presented in the same color as the Monogram You have exibility to present a call to action such as a URL in whatever font size is reasonable for the brochure to ensure it draws the eye of the r...

Page 97: ...ys use GE Inspira for copy within the reverse out bar Reverse out copy in white against a color within the GE approved color palette Marketers have exibility to use a font size of their choice provide...

Page 98: ...g Energy Solutions from GE through its acquisition of BHA Group now o ers a full range of emission testing services To nd out more 1 Call 1 800 555 5555 2 Go online to www ge energy com 3 Email bob ge...

Page 99: ...d on an APR of 9 92 6 The First Mortgage Loan payment is based on an APR of 7 50 GE Money does not escrow tax and insurance payments 7 GE Money loan payment example On a loan of 155 000 which includes...

Page 100: ...payments you can reaccess your cash up to your available line anytime you need it Call 1 866 747 1864 to accept your Line of Credit from GE Money today 5 000 259 191 157 4 000 207 153 126 3 000 156 11...

Page 101: ...very best performance from your appliances and home electronics But life isn t perfect 1 800 555 5555 Service Protection Plus by GE Call 1 800 555 5555 One dishwasher repair could cost up to 300 With...

Page 102: ...ed to do is complete the loan agreement form telling us how much extra you d like to borrow Once your GE Money Top Up is approved the money s yours As GE Money we re looking to improve every aspect of...

Page 103: ...Direct Response Communications Version 2 0 Page 103 8 06 Dimensional Mail...

Page 104: ...s more relevant and personal for the target audience Typography Every e ort should be made to ensure the concept works with GE Inspira for heads subheads and body copy Design The exterior of dimension...

Page 105: ...Direct Response Communications Version 2 0 Page 105 8 07 Electronic Direct Response...

Page 106: ...Get a personal line of credit for up to 25 000 with an APR as low as 7 99 Dear Mr Sample Introducing a smart financial option specially designed for you Whether you are thinking about consolidating yo...

Page 107: ...ate is the location of your distribution and maintenance facilities in relation to your routes Will you be able to maintain your trailers cost effectively when they are on the road and far away from y...

Page 108: ...Introduction 9 02 Overview 9 03 Construction 9 04 US Letter Portrait and Landscape 9 05 US Letter Portrait Inside Brochure 9 06 Slim Jim 9 07 Postcards 9 08 Oversized Envelope 9 09 Traditional Envelop...

Page 109: ...ext and images on a page The examples show how to divide layout areas into a varying number of columns and how to determine correct size and position for imagery text and charts This section outlines...

Page 110: ...position images and text Text Columns and Gutters The majority of the grids in GE literature are based on a six column grid The vertical cyan rules indicate body text columns with xed gutter spaces W...

Page 111: ...esign or QuarkXPress use the measurements shown at right This grid is six columns with a gutter of 0 2 All outer margins are 0 45 Use a baseline grid for aligning text within the document Adobe InDesi...

Page 112: ...e components are set in 18pt GE Inspira Regular with 19pt leading Columns can be used as guides for spacing and aligning images call out boxes side bars and charts Portrait The US letter size grid is...

Page 113: ...side spread has a 0 7 inside margin to accommodate di erent binding treatments The brand architecture components the Monogram and all text align on the left with exibility for top or bottom positionin...

Page 114: ...sions Page size 3 6 x8 5 Spread size 7 2 x8 5 Margins 0 35 all around Gutters 0 15 space between each column Cover The Slim Jim size cover grid is three columns wide The brand architecture components...

Page 115: ...omponents the Monogram and all text align to the left with exibility of top or bottom positioning of the Monogram Dimensions Page size 5 x7 Margins 0 35 all around Gutters 0 15 space between each colu...

Page 116: ...t work 0 5 0 2 0 85 diameter 0 5 Sample window location 9 x12 Envelope portrait Portrait The 9 x12 envelope grid is four columns wide The brand architecture components and the Monogram align to the le...

Page 117: ...grid is six columns wide The brand architecture components and the Monogram align to the left Dimensions Envelope size 4 125 x9 5 Margins 0 35 all around Gutters 0 2 space between each column The boo...

Page 118: ...he text columns extend vertically to meet the xed outer margin 0 45 and the brand architecture components align with the top and left outer margin 1 Start grid with Monogram tagline and brand architec...

Page 119: ...Direct Response Communications Version 2 0 Page 119 9 11 Grids Bleed Trim and Live Areas Bleed Trim Live...

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