These guidelines apply

to the use of color in

all GE Identity Program
applications.
Because of the color
reproduction limita-
tions of video monitors
and laser printers, these
guidelines cannot estab-
lish visual standards
for reproduction of
program colors. Those
standards are the
printed color samples
available from the
GE Identity Website or
Hotline.
C
o
l
o
r

132
GE Identity Program
g
When using color in program applications,
remember:
Of all visual elements, color is the most relative.
It changesor appears to changein relation
to factors such as
- reproduction materials and methods
On a computer screen, color is reproduced by
mixing three colors of light. In four-color process
printing, color is reproduced by printing in suc-
cession varying amounts of four pigmented inks.
In match-color printing, ink is custom mixed to
precisely match a sample. As a result of the dif-
ferent materials and methods used to reproduce
color, the same color appears different when
reproduced by different methods.
Not all colors can be reproduced in all methods,
and some colors are unique to some methods.
For example, metallic and uorescent colors can
neither be displayed on a video monitor nor
printed using four-color process. Such colors
must be custom mixed using special pigments and
reproduced using traditional techniques such as
letterpress, offset lithography, and screen printing.
- viewing conditions such as illumination and distance
Viewing a color indoors under tungsten bulbs
versus outdoors under the sun (or the moon)
changes color perception. In addition, when
viewed from afar, a color appears different than
when viewed at close range.
- adjacent color
Perception of a color changes in relation to the
color that surrounds it.
- size of area bearing the color
Perception of a large area of color is often differ-
ent from perception of a small area of the same
color, especially depending on the adjacent color.
Color selection is sometimes limited to standard
colors provided in the dominant specication
system available locally, which varies around the
world. Furthermore, such color specication
systems are continuously being changed; new
colors are added as others are discontinued.
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Color
Contents
132.01
Corporate Colors 132.02
GE Color Palettes:
GE Grey & Metallic Color Palette 132.03
GE Dark Color Palette 132.04
GE Bright Color Palette 132.05
Using Color: Summary Guidelines 132.10
Using Corporate Colors against
White Backgrounds 132.11
Black Backgrounds 132.12
Platinum Grey Backgrounds 132.13
Laser Red Backgrounds 132.14
Using Other Colors 132.20
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The GE Identity Program features two corporate
colors:
Platinum Grey
Laser Red
Each communicates specic attributes that
represent the Company and further the commu-
nication goals of the program.
Platinum Grey
The color used most often in the signature
Monogram and signature typography, Platinum
Grey is a neutral hue of medium value. Against
white backgrounds, it appears dignied and
reserved, signifying high quality and suggesting
the essential and traditional character of the
Company.
Laser Red
In contrast to the classic quality of Platinum
Grey, the corporate color most often used in the
Laser Line, Laser Red, is a bright intense hue of
strong value, salient in any environment. It
suggests the spirit of innovation and the liveliness
of entrepreneurial enterprise, the qualities
GE is pursuing throughout its organization with
renewed emphasis.
Together, these corporate colors help to express
the fundamental identity of GE. They represent
the Companys commitment to the values of high
quality and reliability, developed over generations
of responsible product manufacturing and service,
and its reliance on the creative energies through-
out its organization to continually improve and
revitalize its product and service offerings.
When using the corporate colors, follow the
guidelines beginning on page 10.
Note: Because of the color reproduction limita-
tions of video monitors and laser printers, the
simulated display of the corporate colors at the
left does not establish visual standards for color
reproduction. Those standards are the offset-
printed document 560, Color Samples, available
from the GE Identity Website or Hotline.
132.02 Corporate Colors
Laser Red*
Platinum Grey*
*When match color is used
in lieu of Platinum Grey
and Laser Red, you may use
PANTONE

423
(for stationery, PANTONE 424)
and PANTONE Red 032, the
standards for which are shown
in the current edition of the
PANTONE Color Formula
Guide 1000
Toyo Printing Inks CF 8644
and CF 8098, the standards for
which are shown in the current
editions of the Toyo Ink Color
Finder
When four-color process is used,
you may use
for Platinum Grey,
40 percent black
(minimum 133-line screen)
for Laser Red,
solid magenta/yellow
When a standard line color is used,
for Laser Red you may use
the Association of Advertising
Agencies of America color
standard, AAAA/ABP Second
Color Red.
The alternative specications
provided here are not equiva-
lent to the corporate colors
nor equivalent to each other.
They are merely acceptable
alternative specications when
the corporate colors are not
available.
The colors shown and speci-
ed in this document are not
intended to match the PANTONE
Color Standards or the Toyo
Printing Inks Colors. PANTONE
Colors are not equivalent to
Toyo Colors.
PANTONE

is a registered
trademark of Pantone, Inc.
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GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
In addition to the corporate colors, the GE
Identity Program includes a group of match ink
colors for print applications. These colors are
grouped into three GE color palettes:
GE Grey &Metallic Color Palette,
shown on this page
GE Dark Color Palette, shown on page 04
GE Bright Color Palette, shown on page 05
When a promotional application requires other
than the corporate colors, a color from the GE
color palettes may be used. Other colors may be
used as well.
When using color, follow the guidelines
beginning on page 10.
Note: Because of the color reproduction limita-
tions of video monitors and laser printers, the
metallic colors are not shown. For the same
reason, the simulated display of the GE Grey
&Metallic Color Palette at the left does not
establish visual standards for color reproduction.
Those standards are the offset-printed document
560, Color Samples, which includes the metallic
colors, available from the GE Identity Website or
Hotline.
132.03 GE Grey & Metallic Color Palette
G 01
G 02
Platinum
Grey
G 03
G 04
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132.04
In addition to the corporate colors, the GE
Identity Program includes a group of match ink
colors for print applications. These colors are
grouped into three GE color palettes:
GE Grey &Metallic Color Palette,
shown on page 03
GE Dark Color Palette, shown on this page
GE Bright Color Palette, shown on page 05
When a promotional application requires other
than the corporate colors, a color from the GE
color palettes may be used. Other colors may be
used as well.
When using color, follow the guidelines
beginning on page 10.
Note: Because of the color reproduction limita-
tions of video monitors and laser printers, the
simulated display of the GE Dark Color Palette
at the left does not establish visual standards
for color reproduction. Those standards are
the offset-printed document 560, Color Samples,
available from the GE Identity Website or Hotline.
GE Dark Color Palette
D 1001
D 1002
D 5001
D 5002
D 6001
D 6002
D 7001
D 7002
D 9001
D 8002
D 4001
D 4002
D 3001
D 3002
D 2001
D 2002
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
132.05
In addition to the corporate colors, the GE
Identity Program includes a group of match ink
colors for print applications. These colors are
grouped into three GE color palettes:
GE Grey &Metallic Color Palette,
shown on page 03
GE Dark Color Palette, shown on page 04
GE Bright Color Palette, shown on this page
When a promotional application requires other
than the corporate colors, a color from the GE
color palettes may be used. Other colors may be
used as well.
When using color, follow the guidelines
beginning on page 10.
Note: Because of the color reproduction limita-
tions of video monitors and laser printers, the
simulated display of the GE Bright Color Palette
at the left does not establish visual standards
for color reproduction. Those standards are
the offset-printed document 560, Color Samples,
available from the GE Identity Website or Hotline.
GE Bright Color Palettes
B 1001
B 1002
B 5001
B 5002
B 6001
B 6002
B 7001
B 7002
B 9001
B 8002
B 4001
B 4002
Laser Red
B 3002
B 2001
B 2002
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Rule One:
Reproduce the Mono-
gram so the letters/
curlicues are lighter
than the eld.
The letters/curlicues
are never darker than
the eld.
To ensure correct
reproduction, use
the correct positive
or reverse Monogram
in GE Logo Font,
a custom font that
contains, instead of
the alphabet, all ver-
sions of the signature
and Dynamic Mono-
grams. It is available
to all GE employees
and their suppliers
from the GE Identity
Website or Hotline.
(For more informa-
tion, see document
382, GE Logo Font.)
Using Color:
Summary Guidelines
132.10
Using Other Colors
Other colors may be used in promotional
applications such as brochures, product literature,
tradeshow exhibits, packaging, point-of-sale
displays, and novelties. Such colors help to
differentiate GE brand promotional materials
from each other and from those of competitors.
Use other colors in the background.
Use the selected color in a bar, band, or
full-bleed background and
- against dark backgrounds, use the reverse Mono-
gram and reverse the graphic signature in white
- against bright backgrounds, either
use the reverse Monogram and reverse the
signature in white (as for dark backgrounds)
use the positive Monogram and overprint the
signature in black (with either the background
color or white in the letters/curlicues)
whichever maintains the stronger contrast
(See pages 20 and 21.)
When selecting other colors, use any appropriate
color, including those from the GE color palettes.
Other Guidelines
When reversing any element of a graphic signa-
ture from a background color, the color of the
paper stock appearing in the signature elements
should be white, off-white, or very light grey.
(Note: In applications such as shipping cases and
cartons, where the paper stock is kraft colored,
signature elements may be reversed from a
colored bar, band, or background, provided the
selected color is strong enough to contrast with
the kraft color and maintain high legibility.)
When using colored paper stock, use the positive
Monogram and overprint the entire graphic sig-
nature in black. If the paper stock is a very light
color or a very light grey, the entire signature
may be overprinted in Platinum Grey, if desired.
When using color in the Dynamic Monogram,
follow the guidelines in document 134, Dynamic
Monogram, page 02.
In all applications, provide your supplier with
a color sample and specify that the color be
visually matched. Document 560, Color Samples
offset-printed samples of the corporate colors
and all colors in the GE color palettes is avail-
able from the GE Identity Website or Hotline.
g e e e e
g Gg Gg Gg Gg
e g e e e
e g g g g
Using Corporate Colors
The corporate colors help to establish a consis-
tent appearance among communications that
pertain to the Company, its facilities, and its
property. These colors are used in permanent
media such as stationery, facility signs, and
vehicles. Any time they are used, the corporate
colors strengthen the GE identity.
Use the corporate colors in graphic signatures
against white, off-white, or very light grey back-
grounds. (See page 11.)
As an alternative, use the corporate colors in the
background and reverse the graphic signature in
white or overprint it in black. (See pages 12 to 14.)
When using Platinum Grey:
In graphic signatures, use Platinum Grey in any sig-
nature element. In the Monogram, use Platinum
Grey only in the eld (including the outline
circle) and use only white in the letters/curlicues.
In other layout elements, use Platinum Grey as desired.
When using Laser Red:
In graphic signatures, use Laser Red in the Laser
Line only. Do not use Laser Red in other signa-
ture elements.
In other layout elements, to preserve its uniqueness
in the Laser Line, do not use Laser Red in other
ne lines. Instead, use Laser Red in other well-
differentiated elements such as heavy lines, bars,
bands, and backgrounds, if desired.
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GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Against white, off-white, and very light grey
backgrounds, use
Platinum Grey in the signature Monogram
and typography
Laser Red in the Laser Line
If only Platinum Grey is available, use it in all
signature elements, including the Laser Line.
If neither corporate color is available, use black in all
signature elements.
Do not use any other color in graphic signatures.
Against a white background, signature elements
must be the colors described above. Use other
colors in the backgroundin a bar, a band, or
a full-bleed backgroundand reverse the signa-
ture in white or overprint in black.
(See pages 20 and 21.)
Do not use Laser Red in the signature Monogram
or typography.
Laser Red may be used only in the Laser Line or
background.
132.11 Using Corporate Colors
against White Backgrounds
We bring good things to life.
g
We bring good things to life.
g
We bring good things to life.
g
We bring good things to life.
g
We bring good things to life.
g
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Against black backgrounds, either
reverse the signature in white
use Platinum Grey in the eld of the signature
Monogram (with white in the letters/curlicues)
and/or typography, as desired
Laser Red may be used in the Laser Line.
Do not use any other color in graphic signatures.
Against a black background, the Monogram
and signature typography may be only white or
Platinum Grey, and the Laser Line may be only
white, Platinum Grey, or Laser Red.
Do not use Laser Red in the signature Monogram
or typography.
Laser Red may be used only in the Laser Line or
background.
132.12 Using Corporate Colors
against Black Backgrounds
We bring good things to life.
e
We bring good things to life.
Gg
We bring good things to life.
e
We bring good things to life.
e
We bring good things to life.
Gg
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Against Platinum Grey backgrounds, either
reverse the signature in white
overprint the signature in black
Laser Red may be used in the Laser Line.
Do not use any other color in graphic signatures.
Against a Platinum Grey background, the
Monogram and signature typography may be
only white or black, and the Laser Line may be
only white, black, or Laser Red.
Do not use Laser Red in the signature Monogram
or typography.
Laser Red may be used only in the Laser Line or
background.
132.13 Using Corporate Colors
against Platinum Grey Backgrounds
We bring good things to life.
e
We bring good things to life.
Gg
We bring good things to life.
g
We bring good things to life.
e
We bring good things to life.
Gg
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Against Laser Red backgrounds, either
reverse the signature in white
overprint the signature in black
Do not use any other color in graphic signatures.
Against a Laser Red background, signature
elements may be only white or black.
Do not use Platinum Grey against a Laser Red
background because it appears weak in
comparison to the bright background and
is difcult to read.
132.14 Using Corporate Colors
against Laser Red Backgrounds
We bring good things to life.
e
We bring good things to life.
Gg
We bring good things to life.
g
We bring good things to life.
e
We bring good things to life.
Gg
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Select other colors from the GE Color Palettes
or an alternative color specication system. Any
appropriate color may be used in promotional
applications as described below.
Use other colors in bars, bands, or full-bleed
backgrounds, and either
reverse the signature in white
overprint the signature in black
whichever maintains strong contrast and high
legibility.
Laser Red may be used in the Laser Line where
the background color provides sufcient contrast.
continued
132.20 Using Other Colors
We bring good things to life.
e
We bring good things to life.
Gg
We bring good things to life.
e
We bring good things to life.
g
We bring good things to life.
g
GE Identity Program 132, Color GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
132.21 Using Other Colors, continued
Do not use other colors in graphic signatures.
Against a colored background, the Monogram
and signature typography may be only white or
black, and the Laser Line may be only white,
black, or Laser Red.
Do not use Laser Red in the signature Monogram
or typography.
Laser Red may be used only in the Laser Line or
background.
We bring good things to life.
e
We bring good things to life.
Gg
GE Identity Program 110, Program Overview GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Glossary 110.10
afliate
an independent legal entity that is separate and
distinct from the Company, in which the Com-
pany or one of its components or afliates holds a
direct or indirect ownership interest
afliate naming process
the method by which names are developed for
acquired afliates, using the ve-level naming
scheme and the naming decision tree
(See document 341, Name & Trademark Practices
for Afliates, pages 21 to 27.)
application
an item of promotional or permanent media
background
the area surrounding an image; specically,
the area surrounding the Monogram
baseline
the alignment point of letterforms along their
bottom edges
bleed
to reproduce so the image continues off the format
brand or brand mark
synonym for word mark or design mark
capital height
the vertical dimension of an uppercase letter
measured from its top to its base perpendicular
to the baseline
capital letter
a large or uppercase letter as distinct from
a lowercase letter in the alphabet
communicative name
the informal name of the Company or one of its
organizational elements, used in conversation,
copy, and graphic signatures. It does not contain
legal terms such as Company, Inc., or Ltd.
(For example, the communicative name of the
General Electric Company is GE.)
component
a wholly owned organizational element of the
Company that operates without a separate board
of directors
condensed
having the characteristic of type compressed
in width (For example, this sentence is typeset in
a condensed typeface.)
corporate color
Platinum Grey or Laser Red
(See document 132, Color, page 02.)
corporate mark
a word mark or design mark used to designate
the GE brand of products or services, including
the Monogram
the block letter initials GE
the General Electric Signature
(See document 121, Primary Trademarks & Service
Marks, pages 03 to 11.)
design mark
a symbol, logotype, or other visual device
adopted and used by the Company to designate
its products or services and differentiate them
from any others. A design mark is usually
protected by registration in the U.S. Patent &
Trademark Ofce (for example, the Monogram,
the NBC Peacock, the RCA logotype).
(See document 121, Primary Trademarks & Service
Marks, page 01.)
Dynamic Monogram
one of the authorized drawings of only a portion
of the Monogram, used as graphic support in
program applications
(See document 134, Dynamic Monogram.)
continued
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GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)
Glossary, continued 110.11
eld
the area within the Monogram, excluding
the letters/curlicues and including the outline circle
of the positive Monogram
(See document 131, Graphic Signatures, page 30.)
ve-level naming scheme
a tool used in the afliate naming process that
includes ve types of names, each communicating
a specic degree of association between the
Company and an afliate
(See document 341, Name & Trademark Practices
for Afliates, pages 22 and 23.)
ush left
aligned at a common left margin
(See visually ush left.)
format
an area in which elements of identication,
such as graphic signatures and other graphic and
typographic elements, are placed
four-color process
a method of reproducing full color by separating
the desired colors into screen values of the
primary ink colorsmagenta, cyan, and yellow
and black, and printing them in combination
GE color palette
one of the three groups of colors used in
program applications
(See document 132, Color, pages 03 to 05.)
General Electric Signature
the name General Electric typeset in all capital
sans serif letters with the Monogram placed between
or centered above the words in the name
(See document 121, Primary Trademarks & Service
Marks, page 04.)
generic name
a name consisting of common words not
protected by trademark registration
graphic signature
the fundamental visual expression of identity,
usually consisting of three elements,
the signature Monogram
signature typography
the Laser Line
congured in one of the acceptable arrangements
(See document 131, Graphic Signatures.)
graphic support
a visual element used in a layout to enhance
the verbal message conveyed in a graphic signature
or other typography such as a title or headline
(for example, a photograph, an illustration,
a thematic graphic, the Dynamic Monogram)
grid
an underlying structure used to organize
elements in a layout
italic
having the characteristic of type with main
strokes slanting to the right (For example,
this sentence is typeset in an italic typeface.)
joint marks
the Monogram combined with an afliate mark,
used to identify a joint venture
(See document 341, Name & Trademark Practices
for Afliates, pages 32 to 35.)
joint project
an ad hoc relationship between GE and another
company to handle a project, bid a job, market
a product, and so on
(See document 344, Name & Trademark Practices
for Joint Projects.)
joint venture
an independent business entity jointly owned
by GE and one or more partners who cooperate
in managing it
(See document 341, Name & Trademark Practices
for Afliates, pages 30 to 39.)
continued
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Glossary, continued 110.12
Laser Line
the ne horizontal line used as an element of
graphic signatures
(See document 131, Graphic Signatures, page 36.)
Laser Red
the corporate color often used in the Laser Line,
the standard for which is shown and specied
in document 560, Color Samples
(See document 132, Color, page 02.)
layout
the arrangement of graphic and typographic
elements within a format
legal name
the formal name under which the Company
or one of its organizational elements operates
as a lawfully registered business, generally used
in media only when required by law, such as in
the address block on letterheads and in contracts,
proposals, and agreements. A legal name often
contains legal terms such as Company, Inc.,
or Ltd. A legal name is not used in a graphic
signature. (For example, the legal name of GE
is General Electric Company.)
letters/curlicues
the script lettering of GE plus the scrolls
that form a circle around the lettering in the
Monogram (used as an abbreviated reference)
(See document 131, Graphic Signatures, page 30.)
letterspacing
the space between letters in a word
line spacing
the space between lines of typography
linear Dynamic Monogram
one of the authorized drawings of the Dynamic
Monogram in which the eld is composed of ne
horizontal lines
(See document 134, Dynamic Monogram, pages
06 and 07.)
lowercase letter
a small letter as distinct from a capital letter
in the alphabet
margin
the area in a format usually kept clear of running text
mark
synonym for word mark or design mark
(See document 121, Primary Trademarks & Service
Marks, page 01.)
match color
a color reproduced using a specially mixed ink
instead of four-color process
media
forms of communication
Monogram
the authorized drawing of the trademark design,
containing the initials GE in script lettering
enclosed in curlicues forming a circle, that
appears in GE Identity Program documents
(See document 131, Graphic Signatures, page 30.)
naming decision tree
a tool used in the afliate naming process
consisting of a succession of questions, the
answers to which assist in selecting from the
ve-level naming scheme
(See document 341, Name & Trademark Practices
for Afliates, pages 24 and 25.)
outline circle
the outside line surrounding the letters/curlicues
in the positive form of the Monogram
(See document 131, Graphic Signatures, page 30.)
continued
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Glossary, continued 110.13
permanent media
forms of communication that do not convey
changing promotional messages and are there-
fore designed once and reproduced without
signicant change (for example, stationery,
business forms, signs, vehicles, product identi-
cation, shipping cartons)
pica
the basic typographic unit of measure used
in GE Identity Program documents, equal to
l
6 inch
Platinum Grey
the corporate color often used in the
Monogram and signature typography, the standard
for which is shown and specied in document
560, Color Samples
(See document 132, Color, page 02.)
point
the smallest typographic unit of measure used
in GE Identity Program documents, equal to
l
12 pica
positive
being dark in value against a light background
primary mark
a design mark or word mark used to designate
a broad range of the Companys products or
services
(See document 121, Primary Trademarks &
Service Marks.)
program application
an item of promotional or permanent media
prepared according to the GE Identity Program
standards and guidelines
program typography
the typeface series Univers and ITC New
Baskerville (including their standard specica-
tion as dened in document 133, Typography)
used in all program applications
promotional media
forms of communication that are frequently
redesigned to convey changing messages
(for example, advertising, print, sales promo-
tion, packaging)
symbol (registered trademark symbol)
the letter R within a circle () used to indicate
that a trademark or service mark is registered in the
U.S. Patent &Trademark Ofce
(See document 120, Trademark Practices &
Protections.)
ragged right
typeset so two or more lines of typography are
not aligned at the right margin
reverse
being light in value against a dark background
roman
having the characteristic of type with main
strokes perpendicular to the baseline
(For example, both this word and this word are
typeset in a roman typeface.)
sans serif
having no serifs (For example, this sentence is
typeset in a sans serif typeface.)
screen
a device used in printing to decrease color
intensity by reproducing ne dots of the color,
specied as a percentage of the selected color
(For example, a 30 percent screen of black
simulates a medium grey.)
secondary word mark
a word mark used to designate single (or a narrow
range of) products or services (for example,
Carry Cool

, Spacemaker

) that is normally displayed

with a primary design mark such as the Monogram
(See document 122, Secondary Trademarks &
Service Marks.)
serif
having a ne line nishing off the main strokes
of a letter (For example, this sentence is typeset
in a serif typeface.)(See sans serif.)
service mark
a word mark or design mark usedto designate a service
(See document 121, Primary Trademarks & Service
Marks, page 01.)
continued
Glossary, continued 110.14
signature content
the message contained in the typography in
a graphic signature
(See document 131, Graphic Signatures, pages
06 to 09.)
signature Monogram
the Monogram used in a graphic signature
(See document 131, Graphic Signatures, page 30.)
signature typography
the typesetting used in a graphic signature
(See document 131, Graphic Signatures, pages
31 to 35.)
stroke
an element of a typographic form, usually drawn
in one movement (For example, the letter M
consists of four strokes.)
symbol (trademark symbol)
the capital letters () used to indicate that
a name or design is claimed as a trademark
(See document 120, Trademark Practices &
Protections.)
thematic graphic
an image suggesting an idea about the Company
or its organizational parts, used in promotional media
(See document 243, Promotional Brochures, page 11.)
trademark
a word mark or design mark used to designate
a product or a line of products
(See document 121, Primary Trademarks & Service
Marks, page 01.)
trade name
a word or phrase used in a trade to designate
a business or rm rather than individual products
or services
(See document 121, Primary Trademarks & Service
Marks, page 01.)
uppercase letter
a large or capital letter as distinct from a lowercase
letter in the alphabet
value (of a color)
the relative darkness or lightness of a color
visually ush left
aligned at a common left margin so that forms
that do not have straight, vertical left sides are
placed slightly into the margin to give the
appearance of alignment at the correct point
(See ush left.)
weight
the boldness of a typographic element such as
a letter or a line, measured according to the
thickness of its main strokes
word mark
a word or phrase adopted and used by the
Company to designate its products or services
and to differentiate them from any others.
A word mark is usually protected by registration
in the U.S. Patent & Trademark Ofce
(for example, GE

, Hotpoint

, RCA

, Signa

,
Spacemaker).
(See document 121, Primary Trademarks & Service
Marks, page 01.)
word spacing
the space between words
GE Identity Program 110, Program Overview GE Identity Website: http://www.ge.com/identity
GE Identity Hotline: 800 654-2696 or 518 869-2824 (DC: 232-2696)