GE Brand Expression Guidelines Direct Response page 14

1.06 Brand Architecture: Lock-up for Levels 1, 2 and 3
Our brand architecture organizes our Markets in a way that defines
our key offerings, communicates the breadth and depth of GE to
our primary audiences, and clarifies how these offerings meet their
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.
Note Level 1 is never represented by "GE" alone. "GE" must be used
with Levels 2 and/or 3 of the brand architecture, or as part of the
"GE" + Monogram lock-up. Please see Section 2.03 Low Brand
Awareness Markets for usage guides of the "GE" + Monogram
lock-up.
Level 2 is the Market Level, and defines the specific Market providing
the communication or offer. The Market Level is optional, and can be
used with or without the Business Level.
Level 3 is the Business Level, and states the specific Business within
the Market. The Business Level is optional, and can be used with or
without the Market Level.
Level 4 is the Solution Platform. The Solution Platform is the "offer"
to the customer. The Solution Platform is never used as part of the
lock-up with Levels 1, 2 or 3.
Note Levels 2, 3 and 4 are optional however, Level 2 may not be
interchanged with Level 3 or Level 4. Level 3 may not be
interchanged with Level 4 and vice versa.
Direct Response Communications
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Level 1 Level 2
Brand Market
GE Market
Level 1 Level 2
Brand Market
GE Market
Business
Level 3
Business
Level 1
Brand
GE
Business
Level 3
Business