GE Brand Expression Guidelines Direct Response page 57

6.03 Imagery: Style Overview
In our new brand expression, we encourage use of photographs
and illustrations. Using imagery that illustrates our brand attributes
will reinforce our personality, show the pride we take in meeting our
customers' needs and show our own imagination at work.
Imagery should cover no more than 50% of any DR piece. Full bleed
imagery is in contrast with the bright, white space elements of the
GE Brand and is not allowed.
Photography
When developing envelopes and letters, use only one image per
page. When developing brochures or other items with multiple
panels or pages, where the objective is to provide supplemental
information on benefi ts/functionality of the product or service,
multiple images can be used. But only a single primary image
should appear on each panel or page. Inset imagery should be used
only when necessary. See Section 6.06 Inset Imagery for specifi c
guidelines.
Illustrations
Use illustrations where photography is not available, not practical,
nor appropriate, e.g., technical manuals.
Refer to Section 8.0 for detailed guidelines on imagery use by DM
component.
Direct Response Communications
Version 2.0
Page 57
Cut-out example, envelope.
imagination at work
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Non-cut-out example, invitation postcard.
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Energy
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imagination at work