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3.05
Tagline: Color Use
The tagline always prints in 100% of the color you use for the
Monogram. Consideration should be given to colors used in mass
media when followed up by a direct communication for synergy
and to leverage familiarity with the target. Refer to Section 4.0
Color Palette to determine correct tagline and color use in your
Market. The artwork for the Monogram and tagline lock-up is
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
adding Level 3 (Business), Level 3 text prints in 100% of the color
of the Monogram and Levels 1 and 2 (Brand and Market) text
prints in a 50% tint of that color.
In certain circumstances, when a Market wishes to build
awareness for and promote its name as well as promoting its
Solution Platform, both the Market and the Solution Platform
names may appear in 100% color. In these cases, the business
name is omitted and the Solution Platform name appears in
Level 4 architecture.
Note B2B businesses may use the full palette of 14 colors
for prospecting in direct response communications; not for
advertising. See B2B Advertising Guidelines for ad standards.
Direct Response Communications
Version 2.0
Page 33
Level 1 (GE Brand) and Level 2 (Market)
print in 100% of the color of the Monogram.
GE Market
imagination at work
Monogram and tagline always print in 100% of the color. All components align flush left.
When adding Level 3 (Business), Level 3
prints in 100% of the color and Level 1 (GE Brand)
and Level 2 (Market) become a 50% tint of the color.
GE Market
Business
imagination at work
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