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GE Brand Expression Guidelines Direct Response

Version 2.0 (december 21, 2006).
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Direct Response
Brand Expression Guidelines
Version 2.0 (December 21, 2006)
The GE Brand
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
Brochures, Postcards and Inserts
Dimensional Mail
Electronic Direct Response
9.0
Grids

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   Summary of Contents for GE Brand Expression Guidelines

  • Page 1

    Direct Response Brand Expression Guidelines Version 2.0 (December 21, 2006) The GE Brand Tone of Voice Introduction Direct Marketing Components Brand Architecture Envelopes Monogram Letters/Letterhead Forms Tagline Brochures, Postcards and Inserts Color Palette Dimensional Mail Typography Electronic Direct Response Imagery...

  • Page 2

    The GE Brand GE plays a vital role in our modern world, making extraordinary ideas a natural part of everyday life. The GE Brand reflects that role as it represents the flexibility, optimism and can-do attitude of the people who fulfill it.

  • Page 3

    GE Brand more personal and relevant in one-to-one communications. The GE Brand provides DR marketers with a simple, unique style that can be used to make mail stand out among the competition. As recognition and positive perception of the GE Brand grows among B2C and B2B targets, leveraging the revitalized image of GE in DR can support improved response results.

  • Page 4

    With the goal of maintaining It may be worth 15 minutes of your time to contact GE if any of these business results and cost effi ciencies, situations sound familiar: tests should be carried out in the smallest, •...

  • Page 5

    DR marketing groups. Please forward test results that prove positive and corresponding 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 and tools to remain competitive.

  • Page 6

    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 Proper Use 1.08 Improper Use 1.09 Review Direct Response Communications Version 1.0...

  • Page 7

    DR marketers will have opportunities to convey and promote Solution Platforms or products within the architecture. It is simple, flexible and focuses on making GE easier for the outside world to understand. Direct Response Communications Version 2.0...

  • Page 8

    GE is the dominant brand. Markets, Businesses and Solution Platforms have names that describe their function. GE Industrial Note Of our six Markets, only five may use the GE Brand. Do not use any other brand architecture component, sub-business, GE Infrastructure organization, brand or product name with the GE Brand.

  • Page 9

    Level 3 states the specific Business within the Market. Of the 5 Capital Solutions Advanced Materials Markets that may use the GE Brand, this level consists of one of Corporate Financial Services Consumer & Industrial GE’s 29 business entities as listed here under the appropriate...

  • Page 10

    Fleet Services translated into local languages. Listed here and on the next page Retail Finance Commercial Distribution Finance are the 120+ Solution Platforms associated with GE Markets and Metals Finance Transportation Finance Businesses from Sections 1.02 and 1.03. Transportation Funding...

  • Page 11

    GE Infrastructure 1.04 Brand Architecture: GE Solution Platforms (continued) Listed here and on the previous page are the 120+ Solution Advanced Materials Aviation Platforms associated with GE Markets and Businesses from Silicones Aviation Sections 1.02 and 1.03. Quartz Commercial Aviation Services...

  • Page 12

    Please refer to the listing of GE’s Markets in Section 1.02. Change. Change. Change. Note There are only 5 Markets that may use the GE Brand. Do not use any other brand architecture component, sub-business, organization, Can you handle it? Can you handle it? Can you handle it? brand or product name with the GE Brand.

  • Page 13

    Sub-businesses, sub-brands or Solution Platforms are always “brought to you by GE” or “by GE” and should always be communicated as such to ensure the target can associate GE to the off...

  • Page 14

    GE Market respective needs. Level 1 is the GE Brand itself. “GE” must appear in every GE branded application and communication. Level 1 must accompany Level 2 (Market) and/or Level 3 (Business) in all instances.

  • Page 15

    100% of the color you use for the Monogram. Note When using Level 3 (Business), Level 3 text prints in 100% of the color of the Monogram, and Levels 1 and 2 (GE Brand and Market) text prints in a tint of 50% of that color.

  • Page 16

    Don’t lock Level 4 (Solution Platform) in the upper-left Business Solution Platform corner with Levels 1,2 and 3 of the brand architecture. Don’t tint Level 1 (GE Brand) or Level 2 (Market) when used without Level 3 (Business). Don’t use diff erent colors for the brand architecture components.

  • Page 17

    Always spell names in full. Note Of our six Markets, only five may use the GE Brand. Do not use any other brand architecture component, sub-business, organization, brand or product name with the GE Brand. Rare exceptions exist and must have Corporate approval.

  • Page 18

    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 Improper Use Direct Response Communications Version 1.0 Page 18...

  • Page 19

    2.01 Monogram: Overview The GE Monogram reflects our heritage, and lays a solid foundation for our future. Its consistent look across all applications embraces a wide color palette, and reflects our customer-centric philosophy of being friendly, open, approachable and a part of the world we live in.

  • Page 20

    When it’s neither practical or cost eff ective, apply Anytown, NY 100001 the Monogram in black on white background or in white on an approved GE colored background. Introducing a cleaner, greener power machine. In DR, the Monogram often...

  • Page 21

    Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leafl et) or email us at planthireinfo@ge.com - we hope to hear from you soon.

  • Page 22

    Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you soon.

  • Page 23

    T 123 456 7890 F 123 456 7890 claire.waxman@ge.com Monogram top left; architecture top right and left justifi ed. This example shows the use of Level 1, GE Brand and Level 2, the Market name. Direct Response Communications Version 2.0 Page 23...

  • Page 24

    Monogram size. The cap height of “GE” is one-third the diameter Example 1 of the Monogram. “GE” is set 15% of the diameter size away Spacing = 15% Monogram diameter from the right of the Monogram. Center “GE” vertically to the right of the Monogram.

  • Page 25

    Example 1 illustrates the lock-up size and position. The cap height of “GE” is one-fifth the diameter of the Monogram. Example 1 “GE” is set 25% of the diameter size away from the top of Center the Monogram. Center “GE” and the Market name above the Monogram.

  • Page 26

    Don’t use the former 3-D Monogram. Don’t use the “old” version of the Monogram (reverse). Don’t crop the Monogram. Don’t use GE or the Monogram in words or sentences. Don’t use a black Monogram on a color background. Don’t rotate the Monogram.

  • Page 27

    Meantime, should you have any questions or concerns, please contact your local depot (numbers can be found on the back of the enclosed leafl et) or email us at planthireinfo@ge.com - we hope to hear from you soon.

  • Page 28

    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 Direct Response Communications Version 1.0 Page 28...

  • Page 29

    Note Refer to the Color Migration Strategy matrix in Section 4.0 to determine correct color use in your Market. imagination at work Monogram and tagline lock-up for Markets with limited recognition of GE. GE imagination at work Direct Response Communications Version 2.0...

  • Page 30

    0.2125”/5.45mm imagination at work Center on x-height Tagline 18pt GE Inspira Regular Monogram size = 0.85”/21.75mm Stacked lock-up: Use in limited space situations only. Monogram size = 0.85”/21.75mm Spacing = 15% Monogram diameter - 0.1275”/3.25mm...

  • Page 31

    Tagline: Markets with Limited Recognition of GE In markets where there is limited recognition of GE, add the Standard lock-up: One-line version. GE Brand to the tagline lock-up, as shown, so that the tagline text reads “GE imagination at work”. GE imagination at work Artwork for each version of the tagline lock-up is supplied as an Encapsulated PostScript file (EPS) and can be downloaded in...

  • Page 32

    Obtain the correct translations from the brand team at brand.questions@ge.com. The tagline translation is always set in GE Inspira in the same color GE l’imagination en action as the English version. This example shows the type size for a tagline translation for an A4 size format.

  • Page 33

    fixed, and although it can scale in size, the size and position relationship does not change. When using only Level 1 (GE Brand) and Level 2 (Market), all text prints in 100% of the color you use for the Monogram. When...

  • Page 34

    We encourage you to become familiar with the correct use of the Monogram and tagline lock-up. Please note that the imagination at work current GE Brand expression does not permit use of the previous versions of the Monogram and tagline. imagination at work imagination at work The “imagination at work”...

  • Page 35

    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 4.08 Combinations 4.09 Color Stock Direct Response Communications Version 1.0 Page 35...

  • Page 36

    Now clean wind energy is always in season, thanks to a revolutionary 3.6 MW wind turbine is encouraged to be used liberally throughout from GE that’s 40 stories tall, with blades almost as wide as the wingspans of two jumbo jets. What’s more important? It’s a giant step in the direction of renewable energy.

  • Page 37

    A primary objective of our brand expression is to create a light, bright impression of GE, and our color philosophy calls for using color liberally throughout all of our communications.

  • Page 38

    100% of the color you use for the Monogram. When adding Level 3 (Business), Level 3 text prints in 100% of the color and Levels 1 and 2 (GE Brand and Market) become a 50% tint of that color.

  • Page 39

    This page illustrates use of colors and tints on color backgrounds. Refer to this guide particularly when creating When using Level 1 (GE Brand) and Level 2 (Market), When adding Level 3 (Business), Level 1 (GE Brand) reverse them in white out of the background color.

  • Page 40

    Corporate Brand Team, which will work with each Market to establish the relevant tiers per country. 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 Note As we build recognition in Markets where GE is not well used in other marketing mediums in their Market to create and leverage design synergy.

  • Page 41

    HEX# 000000 PANTONE® The colors shown throughout these and all GE guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current PANTONE® Publications for accurate color. PANTONE® is the property of Pantone, Inc.

  • Page 42

    4.07 Color Palette: “Light” Color Breakdown Print use: Print use: Print use: Print use: Print use: Print use: Print use: Pantone 7530 Pantone 7445 Pantone 500 Pantone 292 Pantone 109 Pantone 557 Pantone 877 C 30 C 49 C 30 (Metallic Silver Ink) M 20 M 38...

  • Page 43

    So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your children to university, it’s easier than you think with a personal loan from GE Money. Our most valued customers qualify for one of our best rates ever ―...

  • Page 44

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, a GE Money Line of Credit, you must have a total household income of at least $20,000.

  • Page 45

    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 Direct Response Communications Version 1.0 Page 45...

  • Page 46

    Over time, it will become highly it happen. • You can get out You are pre-qualifi ed* for a Line of Credit from GE Money ― with a credit line up to of debt in as little $25,000 †...

  • Page 47

    5.02 Typography: Overview Specifically designed for us, Use GE Inspira Regular for body copy and headlines. GE Inspira is bold, precise and Use GE Inspira Bold for subheads. modern. It is individual and recognizable and brings a Use GE Inspira Italic to show emphasis.

  • Page 48

    5.03 Typography: GE Inspira Characters abcdefghijklmnopqrstuvwxyz123 4567890ABCDEFGHIJKLMNOPQRS TUVWXYZ!"#$%&()*+,./:;<=>?@[\] ^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙ ÀÃÕŒáàâäãåçéèêëíìîïñóòôöõúùû ü†°¢£§•¶ß®©™´¨ÆØ¥?ªºæø¿¡«»… œ“”‘’ÿŸ€‹›fifl‡∙‚„‰ Direct Response Communications Version 2.0 Page 48...

  • Page 49

    Chinese Note GE employees in Japan have access to DF MaruGothic for internal use only. If you are a GE employee in Japan, contact Traditional - M Yuen Light/Bold brand.questions@ge.com. Simplified - C Yuen Light...

  • Page 50

    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...

  • Page 51

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this off...

  • Page 52

    Typography: General Use (continued) Body Copy Body copy is always set in GE Inspira Regular. 10pt is considered a standard size, but DR specialists have fl exibility to select appropriate This example shows the use of bolding and underlining within a letter. Adding any size for target audiences, such as using larger font sizes when more font style devices may make this letter look cluttered.

  • Page 53

    Don’t use GE Inspira Bold for headlines (although bolding key words or phrases to draw reader attention is allowed). Don’t use more than 2 font styles in subheads. Don’t use any typesize smaller than 9pt. except for legal or mice type.

  • Page 54

    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 Direct Response Communications Version 1.0 Page 54...

  • Page 55

    6.01 Imagery: 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 offer in a compelling and immediate way to make a meaningful connection with all of our audiences. Direct Response Communications Version 2.0 Page 55...

  • Page 56

    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.

  • Page 57

    Imagery should cover no more than 50% of any DR piece. Full bleed imagery is in contrast with the bright, white space elements of the GE Brand and is not allowed. Cut-out example, envelope. Photography...

  • Page 58

    It may be worth 15 minutes of your time to contact GE if any of these It may be worth 15 minutes of your time to contact GE if any of these...

  • Page 59

    6.05 Imagery: Icons GE direct marketers have proven the effectiveness of using icons to drive response. They are an important component of the DR tool kit. Icons should be consistent across all GE direct response. They should reflect the unique, organic, rounded style of the GE Inspira font.

  • Page 60

    Contact your local GE Energy available. There’s simply nothing quite like it.

  • Page 61

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this GE Money Line of Credit, you must have a total household income of at least $20,000.

  • Page 62

    Tone of Voice 7.01 Overview 7.02 Optimistic, Precise and Simple 7.03 Improper Use Direct Response Communications Version 1.0 Page 62...

  • Page 63

    7.01 Tone of Voice: Overview Our direct response communications should be optimistic, precise and simple. Direct Response Communications Version 2.0 Page 63...

  • Page 64

    Other graphic design We’re pleased to let you know that you’re pre-qualifi ed for a home loan from GE Money that devices and icons can direct a reader through a DR communication, making it could save up as much as $6,000 in payments your fi...

  • Page 65

    7.03 Tone of Voice: Improper Use Don’t use any play on words or sentences with the “imagination at work” tagline in DR copy. Don’t use “negative” imagery or negative selling copy to drive response. Don’t let this happen to you Exclusive Invitation...

  • Page 66

    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 Direct Response Direct Response Communications Version 1.0 Page 66...

  • Page 67

    So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your children to university, it’s easier than you think with a personal loan from GE Money. Our most valued customers qualify for one of our best rates ever ―...

  • Page 68

    8.02 Envelopes Direct Response Communications Version 2.0 Page 68...

  • Page 69

    Mr. Bob Smith Vice President Mr. Bob Smith ABC Company Vice President Anytown, NY 100001 ABC Company Anytown, NY 100001 Your customized Introducing a cleaner, loan solution is inside. greener power machine. GE Money Direct Response Communications Version 2.0 Page 69...

  • Page 70

    Time sensitive. Call 1-800-363-3996 today. Lasered Copy Where name and address is being lasered on an envelope (no window), it is assumed the font is GE Inspira, however if GE Inspira is unavailable any lasered font is acceptable. Copy lines below...

  • Page 71

    Monogram is on a full color envelope, respecting the 50% white space. fact that DR specialists at GE may require extensive use of color to drive envelope open rates. Save up to • Color coverage should be in the same color as both text and Monogram.

  • Page 72

    It is recommended 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 defi ning the GE Brand. Triangular Only one dominant call-out per envelope is permitted, but text can violators are appear elsewhere on the envelope.

  • Page 73

    8.02 Envelopes: Design Devices (continued) The new GE Brand Guidelines for packaging provide inspiration for use of organic, circular designs to increase appeal of envelopes. Circular call-out devices anchored against a background color should always contain a feature, benefi t or off er to drive open rates.

  • 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 circular lines draw the eye to the call-out. Special Off er...

  • Page 75

    8.02 Envelopes: Design Devices (continued) Examples 1, 2 and 3 shown here, are other acceptable envelope call-out design approaches. Example 1 Creation of a seal graphic device with copy on a slight angle. imagination at work Example 2 Use of arrow to drive action to open. imagination at work Save up to Example 3 Use of call-out on an envelope using less than 50%...

  • Page 76

    Envelopes: Imagery Cropped photo. Use of cut-out or cropped imagery on envelopes is encouraged. Not only can it leverage recognition of GE print advertising and literature, it can be a powerful technique in ensuring the mail is opened instead of discarded.

  • Page 77

    8.02 Envelopes: Imagery (continued) Illustrations Where required photography does not exist 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 B2C and B2B Brand Advertising Guidelines.

  • Page 78

    Don’t use more than one color on an envelope. Act before Dec. 1 You are pre-qualifi ed Don’t use any type size smaller than 9pt. 10. Don’t right justify the Monogram or the tagline. GE Money Exclusive Invitation SAVE 50% Time sensitive on selected items...

  • Page 79

    18. Don’t use shapes on top of shapes. 19. Don’t use triangular violators. 20. Don’t use photography that covers more than 50% of the visible space. GE imagination at work Save up to Special Off er Save 20%...

  • Page 80

    8.03 Letters/Letterhead Direct Response Communications Version 2.0 Page 80...

  • Page 81

    It’s called Service Protection Plus™ by GE and here are the benefi ts: • Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ―...

  • Page 82

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, a GE Money Line of Credit, you must have a total household income of at least $20,000.

  • Page 83

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this P.S.

  • Page 84

    GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this September 5, 2005.

  • Page 85

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this off...

  • Page 86

    We can help you bridge the gap. Dear Mr. Smith, When determination alone can’t turn your vision into reality, GE Commercial Finance can provide assistance to bridge the gap between concept and completion. We’re backed with local market exptertise, structuring fl exibility, and the unmatched capital resources of the GE company.

  • Page 87

    It’s called Service Protection Plus™ by GE and here are the benefi ts: • Comprehensive Coverage ― Even the best operating major appliances and home electronics need occasional repairs and adjustments to stay in top running condition ―...

  • Page 88

    * If we determine that you no longer meet our selection criteria for this off er, we may refuse to open an account in your name. To open a just one visit! GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this off er is no longer valid.

  • Page 89

    * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a GE Money Line of Credit, you must 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.

  • Page 90

    8.04 Forms Direct Response Communications Version 2.0 Page 90...

  • Page 91

    GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you your request.

  • Page 92

    DR package. by GE Typography Never worry about missing a payment. Your fee is paid automatically through your checking account Always use GE Inspira for headlines, subheads and main body or credit card. copy. Unlimited service calls from specially trained technicians.

  • Page 93

    Monthly Premium 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 as GE Money (hereinafter 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 as GE Money (hereinafter If you wish to have your loan cheque lodged to your bank account electronically, please complete this section.

  • Page 94

    8.05 Brochures, Postcards and Inserts Direct Response Communications Version 2.0 Page 94...

  • Page 95

    3.0 Tagline for additional details on proper use and lock-up relationships with architecture components and tagline. Monogram top left. Monogram bottom left. Service Protection Plus by GE Benefi t from Spend time adding on. with each other. Not a repair man.

  • Page 96

    Service Protection Plus All body copy text in brochures and other inserts should appear by GE in GE Inspira font. The minimum size is suggested at 10 pt. Use of by GE handwritten font or elegant invitation fonts should not be used in brochures.

  • Page 97

    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. Get a loan Marketers have fl exibility to use a font size of their choice...

  • Page 98

    Trailer Fleet Services by GE can help. Call 1.800.555.5555 or visit www.getrailerservices.com. imagination at work GE Brand architecture appears on the front of this postcard while the Monogram and tagline are printed on both the front and the back. U.S. Postage Paid...

  • Page 99

    GE look and feel. Monogram and headlines. But both tints and secondary colors can be used from the approved GE color palette to break up Simplify your life... Simplify your life... heavy copy for easy navigation of information.

  • Page 100

    $5,000 $259 $191 $157 attention on specifi c With the Line of Credit from GE Money, you can choose the term that $4,000 $207 $153 $126 works best for you. $3,000...

  • Page 101

    Service Protection Plus. perfect. perfect. One dishwasher repair could One dishwasher repair could cost up to $300. With GE Protection Plus, cost up to $300. With GE Protection Plus, you could save more than $200! you could save more than $200! That’s why GE off...

  • Page 102

    Once your GE Money Top- telling us how much extra you’d like to borrow. Once your Up is approved, the money’s yours.*...

  • Page 103

    8.06 Dimensional Mail Direct Response Communications Version 2.0 Page 103...

  • Page 104

    The use of different shapes and dimensions can not only increase open rates and response, it can play a strong role in bringing GE’s innovative, dynamic and contemporary brand character to life in a way that is more relevant and personal for the target audience.

  • Page 105

    8.07 ectronic Direct Response Direct Response Communications Version 2.0 Page 105...

  • Page 106

    Just 15 minutes of your time could save you 7.99% † You are pre-qualified* for a Line of Credit from GE Money — with a credit line up to • If using graphical devices to grab attention, the use of • Credit lines up $25,000 †...

  • Page 107

    GE websites. The following are directional guidelines, in addition to those contained in the Newsletter guidelines (check Brand Central). • GE Inspira is a proprietary typeface and likely not recognized by most personal computers. Therefore, Arial font is recommended in communications.

  • Page 108

    Grids 9.01 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 Envelope 9.10 Construction for Other Sizes 9.11 Bleed, Trim and Live Areas Direct Response Communications Version 1.0 Page 108...

  • Page 109

    9.01 Grids: Introduction We have created a flexible grid system to ensure an integrated look and feel for all DR components. The grid provides an effective way of organizing text 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.

  • Page 110

    The outer magenta key line indicates the area in which to 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 fixed gutter spaces.

  • Page 111

    9.03 Grids: Construction To construct a US letter size document in Adobe InDesign or QuarkXPress, use the measurements shown at right. Adobe InDesign setup. QuarkXPress setup. 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.

  • Page 112

    The Monogram size is 0.85” in diameter and the tagline and brand architecture 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.

  • Page 113

    9.05 Grids: US Letter ― Portrait Inside Brochure 0.45” 0.2” 0.7” GE Market Inside Spread Business The US letter size inside spread grid is 12 columns wide. The grid size for each page is six columns wide. The inside spread has a 0.7”...

  • Page 114

    9.06 Grids: Slim Jim 0.35” 0.15” 0.35” 0.35” 14pt 0.15” GE Market Business Inside Spread The Slim Jim size Cover inside spread grid is The Slim Jim size six columns wide. The cover grid is three grid for each page is columns wide.

  • Page 115

    9.07 Grids: Postcards 5”x7” Postcard, Portrait. 0.35” 0.15” GE Market Business Landscape The postcard 5”x7” Postcard, Landscape. size grid is four Portrait columns wide. 0.35” 14pt 0.15” The brand The postcard architecture size grid is three columns components, the GE Market Business wide.

  • Page 116

    9.08 Grids: Oversized Envelope 9”x12” Envelope, portrait. 0.5” 0.2” Sample window location Portrait The 9”x12” envelope grid is four columns wide. The brand architecture components, and the Monogram align to the left. Dimensions Envelope size: 9”x12” Margins 0.5” all around imagination at work Gutters 0.2”...

  • Page 117

    9.09 Grids: Traditional Envelope Envelope (4.125”x9.5”). 0.35” 0.2” Sample window location The 4.125”x9.5” envelope grid is six columns wide. The brand architecture components and the Monogram align to the left. Dimensions Envelope size: 4.125”x9.5” imagination at work Margins 0.35” 0.35” all around 0.65”...

  • Page 118

    2. Scale all elements to the larger size, until one 3. Adjust the rest of the grid to fit into new page size. edge meets the new document size, as shown here. 0.45” 0.45” GE Market Business GE Market GE Market Business Business 1.

  • Page 119

    9.11 Grids: Bleed, Trim and Live Areas Bleed Trim Live Direct Response Communications Version 2.0 Page 119...

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