GE Brand Expression Guidelines Direct Response page 17

1.09 Brand Architecture: Review
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.
When creating new Businesses, Solution Platforms and Element
names, limit the number and keep the names short, relevant and
descriptive. When creating new names, ask individuals outside
your own business if they understand the new name and the offer
it defines.
Note Of our six Markets, only five may use the GE Brand. Do not
use any other brand architecture component, sub-business,
organization, brand or product name with the GE Brand. Rare
exceptions exist and must have Corporate approval.
The Monogram and brand architecture components always
appear in the same color. Our goal is to build a stronger visual and
verbal relationship between the Monogram and all of the products
and services that GE offers the world today.
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Page 17
The most important brand is GE.
The only acronym in the brand
architecture is "GE."
Always spell names in full.
The Monogram and brand
architecture components always
appear in the same color.
Do not use any other brand
architecture component, sub-
business, organization, brand or
product name with the GE Brand.