Advertisement
5.05
Typography: General Use
These are general guidelines that will apply to most DR materials,
and are consistent with guidelines for advertising and literature.
Additional guidelines with respect to specifi c DM components
are noted in Section 8.0. Always use the GE Inspira set of fonts in
all applications.
Architecture
The correct size of the brand architecture components and
the tagline lock-up will be determined by the size of the DR
component in a particular execution. Refer to Section 2.0 on
Monogram and Section 3.0 on Tagline for correct lock-up
positioning. Ensure that the point size of the brand architecture
components and tagline text is the same when scaled. Refer to
Section 9.0 on Grids, for specifi c publication sizes and guidance
on grid construction and adjustment.
Headlines
On brochures, inserts, letters (i.e., on Johnson Boxes) and
envelopes, headlines should always be prominent and set in
the largest type size on the page. Headlines are always set in
GE Inspira Regular. Do not use GE Inspira Bold for headlines
(although bolding key words or phrases to draw reader attention
is acceptable). Headlines may also be left or center justifi ed but
not set fl ush right.
Subheads
Subheads can use a large type and can also be presented in any
GE Inspira weight or style. Avoid using more than 2 font styles in
subheads. Subheads may also be left or center justifi ed but not
set fl ush right.
Direct Response Communications
Version 2.0
Page 50
Typography consistency across advertising and DR delivers a consistent brand experience to target audiences.
GE
Commercial Finance
Without proper
fi nancing,
even a big idea
can come
up short.
When determination alone can't turn your vision into a reality,
GE Commercial Finance can provide assistance. With a diverse
and global product line, we'll help you bridge the gap between
concept and completion.
To learn more, visit www.ge.com.
imagination at work
GE
Commercial Finance
Mr. Bob Smith
SVP ABC Company
123 Anystreet
Anycity, CA 10001
We can help you
bridge the gap.
Dear Mr. Smith,
When determination alone can't turn your vision into reality, GE
Commercial Finance can provide assistance to bridge the gap between
concept and completion.
We're backed with local market exptertise, structuring fl exibility, and the
unmatched capital resources of the GE company.
In the Western United States we've recently tailored several signifi cant
transactions:
- $15, 424,000 fi xed rate acquisition fi nancing for 10 years for the Village of
the Four Seasons in San Jose, California.
- $8,000,000 low leverage, fi xed rate refi nancing for
10 years for The Aspens in Avon, Colorado.
So whatever your vision, GE would be pleased to
talk to you about how we can get your deal
done fast.
Please call me at 949.477.1545 or go online to gerealestate.com.
Sincerely,
Lew Grace,
Managing Director
imagination at work
Advertisement
