GE Brand Expression Guidelines Direct Response page 32

3.04 Tagline: Translation
B2C applications
In B2C communications, the tagline may appear either in English
or in the local language. Use one or the other, but do not use both.
In certain markets, the GE Brand must appear with the tagline.
B2B applications
Tagline use for B2B applications diff er slightly from B2C. For B2B
uses, the tagline must always appear in English. Translation into
local language can accompany the English, but only in a specifi c
lock-up. See B2B example to the right. Use the addition of a
translated tagline if it is legally required, if it will enhance
communication or if it is a cultural preference.
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
as the English version. This example shows the type size for a
tagline translation for an A4 size format.
In some markets, legal requirements require all information to
appear in two languages, with equal emphasis. All dual language
applications must receive approval from the Corporate advertising
team in Fairfi eld, CT, USA or in Brussels, Belgium.
Direct Response Communications
Version 2.0
Page 32
B2C Application: Translation of tagline A4.
0.85"/
GE l'imagination en action
GE imagination at work
21.75mm
0.45"/11mm GE Inspira Regular, 18pt
GE l'imagination en action
B2B Application: Translated tagline placement A4.
Align translation fl ush left with the tagline
0.85"/
GE imagination at work
GE imagination at work
21.75mm
0.3"/ GE l'imagination en action
8mm
0.45"/11mm GE Inspira Regular, 9pt
GE imagination at work
GE l'imagination en action
GE Inspira Regular, 18pt