GE Brand Expression Guidelines, Прямой ответ

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Direct Response Communications
Version 2.0
Page 97
8.05 Brochures, Postcards and Inserts: Design
Reverse-Out Bar Applications
Our traditional gray bar graphic device was created to contain
supplementary but necessary information relating to legal,
mandatory or country specifi c information.
In direct response applications, DR marketers have the fl exibility
of using horizontal reverse-out bars for motivating conversion or
infl uencing call-to-action.
Maintain correct clear space between the Monogram and any
lock-up relationships.
Always 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 fl exibility to use a font size of their choice
provided it is appropriate and blends well with the overall design
of the package components.
Horizontal reverse-out bars may be located across the top or
bottom of brochures, inserts or postcards and can cover a
maximum of 30% of the total size of the component.
Colored reverse-out horizontal bars on letterhead should be
avoided.
For proper use of traditional Gray Bar applications, refer to the
Advertising Guidelines on Brand Central.
Reverse-out bar with call-to-action.
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