GE Brand Expression Guidelines Direct Response page 15

1.07 Brand Architecture: Proper Use
The brand architecture components appear in a fi xed size and
position relationship to each other, and this relationship does not
change.
Position
In most instances, position the components of Levels 1, 2 and 3
of the brand architecture in the upper left corner of the particular
application. Stationery design is an exception to this rule. Please
refer to Section 2.02 Monogram and Architecture for additional
information.
Clear Space
Leave suffi cient clear space around all text to enhance and
reinforce its presentation. The minimum amount of clear space
is equal to 25% of the diameter of the Monogram you use in the
particular application.
Typography
All components of the brand architecture are set in GE Inspira, and
all text is set fl ush left.
Color
When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 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.
Refer to Section 9.0 Grids for information on sizing brand
architecture components correctly.
Direct Response Communications
Version 2.0
Page 15
All elements align fl ush left
GE Market
Business
Clear space is 25% of
Monogram diameter
Prints 50% tint
Prints 100%
Monogram and tagline lock-up: fi xed relationship
imagination at work