GE Brand Expression Guidelines Direct Response page 29

3.01 Tagline: Overview
The "imagination at work" tagline and campaign symbolize the
creative spirit and can-do attitude of GE people. Together we
offer technologies and services that make a difference for our
customers.
The "imagination at work" campaign is also inherent in the
development of innovative and creative mass and direct response
strategies and executional processes.
You are encouraged to use the "imagination at work" tagline to
support business goals and/or help to differentiate the offer. It
is understood that for some Businesses, use of the tagline is not
a driver of behavior or response. In these circumstances, using
the tagline on any DR component is optional. But, if the tagline is
used, then the Monogram must also be used.
The tagline and Monogram appear in a fixed size and position
"lock-up" relationship that does not change. The tagline lock-up
always appears in one color, i.e., the Monogram and tagline text
are the same color.
Note Refer to the Color Migration Strategy matrix in Section 4.0 to
determine correct color use in your Market.
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Direct marketers have flexibility to use the tagline or exclude it.
However, if it is used, explicit lock-up rules must be followed.
Monogram and tagline lock-up.
imagination at work
Monogram and tagline lock-up for Markets with limited recognition of GE.
GE imagination at work