GE Brand Expression Guidelines Direct Response page 34

3.06 Tagline: Improper Use
We encourage you to become familiar with the correct use
of the Monogram and tagline lock-up. Please note that the
current GE Brand expression does not permit use of the
previous versions of the Monogram and tagline.
The "imagination at work" campaign replaces all previous
campaigns, such as "We bring good things to life".
1. Don't use the former 3-D Monogram.
2. Don't use the tagline with the reverse Monogram.
3. Don't position the tagline above the Monogram.
4. Don't break up the tagline into two or three lines.
5. Don't use initial caps on the tagline.
6. Don't abbreviate the tagline.
7. Don't change the scale relationship between the
Monogram and tagline. It is fixed.
8. Don't use any other font but GE Inspira Regular.
9. Don't position the tagline to the left of the Monogram.
10. Don't align the tagline with the top of the Monogram.
11. Don't stretch or skew the tagline.
12. Don't split the tagline with the Monogram.
13. Don't position the tagline underneath the Monogram as
more than one line.
14. Don't use previous campaign taglines, e.g., "We bring
good things to life".
15. Don't use the tagline without the Monogram.
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