Direct Response

Brand Expression Guidelines

Version 2.0 (December 21, 2006)

The GE Brand 7.0 Tone of Voice

Introduction 8.0 Direct Marketing Components
1.0 Brand Architecture Envelopes
2.0 Monogram Letters/Letterhead
3.0 Tagline Forms
Brochures, Postcards and Inserts
4.0 Color Palette Dimensional Mail
5.0 Typography Electronic Direct Response
6.0 Imagery 9.0 Grids
The GE Brand

GE plays a vital role in our modern world, making

extraordinary ideas a natural part of everyday life. The
GE Brand reflects that role as it represents the flexibility,
optimism and can-do attitude of the people who fulfill it.

Brand attributes and character

GE is:
Contemporary
Innovative
Dynamic
Leader
Trusted
Dependable
Approachable
Global

Our brand is the symbol of our heritage, and of the

quality and trust we have delivered for more than 126
years. To our customers, it embodies our commitment
to anticipate and meet their changing needs. To our
organization, it represents the imagination we use to
address those needs in a manner that reflects our values.

We created these guidelines to ensure that we always

remain true to our brand, and the people, products and
services it represents.
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Introduction to Direct Response

At GE, direct response marketing has a two-fold challenge ― you have to generate, retain and grow
customers, as well as deliver a branded experience that makes the GE Brand more personal and
relevant in one-to-one communications.

The GE Brand provides DR marketers with a simple, unique style that can be used to make mail stand
out among the competition. As recognition and positive perception of the GE Brand grows among
B2C and B2B targets, leveraging the revitalized image of GE in DR can support improved response
results.

These brand expression guidelines have been customized to address unique components of direct
response, from sidebars on letterhead to the use of color on envelopes.

They also provide flexibility and breadth of options in how you apply guidelines for the brand
essentials in DR, including the Monogram, brand architecture, tagline, color palette, typography,
imagery, tone of voice and grid system.

The graphic examples presented throughout this document are conceptual to support rationale of
specific guidelines and are not necessarily live in-market pieces.

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Introduction to Direct Response (continued)

Strong and relevant direct response

practices are a necessary driver in creating
and maintaining a closer personalized
relationship with our customers. It is
recognized that what works today with GE
one segment, may not work tomorrow as Energy

preferences change. Mr. John Smith

V.P.
ABC Company
123 Any Street
To identify the best balance of certain Anytown, NY 10000

brand guidelines and response driving

Refreshing ideas
techniques for ongoing communications, to save you time and money.
GE encourages marketers to continue to Dear Mr. Smith,

test the effectiveness of direct response Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
techniques. With the goal of maintaining It may be worth 15 minutes of your time to contact GE if any of these

business results and cost efficiencies, situations sound familiar:

• You’ve outgrown your process cooling capacity.

tests should be carried out in the smallest, • You need supplemental comfort cooling due to expansion or change
in process.

statistically valid quantities that can • Production capacity limitations are delaying a new product release.

measure the impact of variations of creative

Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
brand elements against the current GE Sincerely

Direct Response Guidelines.

Bob Newton,
Sales Manager
Energy Solutions by GE

P.S. You can contact a GE representative at

1-877-555-5555 or visit gepower.com/rentals.

Direct response communications

leverage the simplicity and unique
imagination at work
characteristics of the GE Brand
while also using proven response
driving techniques.
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Introduction to Direct Response (continued)

As our Businesses continue to engage in testing practices, Corporate would like to understand results
that have potential for scalability across all our DR marketing groups. Please forward test results that
prove positive and corresponding testing plans or business cases to [email protected]. This will
help to understand the elasticity of our Brand in DR and how to continue to provide our DR marketers
with updated guidelines and tools to remain competitive.

For any brand guidelines not included here, please refer to B2C/B2B Print Advertising, Online or
Literature Guidelines.

For specific questions regarding these guidelines, contact your Brand or Marketing Communications
Manager, the Brand team at [email protected] or visit www.ge.com/brand.

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1.0
Brand Architecture
1.01 Overview
1.02 GE Brand and Markets
1.03 GE Businesses
1.04 GE Solution Platforms
1.05 Understanding the Architecture
1.06 Lock-up for Levels 1, 2 and 3
1.07 Proper Use
1.08 Improper Use
1.09 Review

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1.01 Brand Architecture: Overview

We have evolved the way we do business.

We have moved toward a more fluid, broad-based
offer designed with our customers in mind. The brand
architecture is designed to accommodate this shift.
DR marketers will have opportunities to convey and
promote Solution Platforms or products within the
architecture.
It is simple, flexible and focuses on making GE easier
for the outside world to understand.

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1.02 Brand Architecture: GE Brand and Markets
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
GE Commercial Finance
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.

Accordingly, we have reorganized all of our activities into six

GE Consumer Finance*
major Markets and our overarching communications goal is to
reinforce our offer: we are a singular, global company providing
diverse technology, media and financial services. In our brand
architecture, GE is the dominant brand. Markets, Businesses and
GE Healthcare
Solution Platforms have names that describe their function.

Note Of our six Markets, only five may use the GE Brand. Do not
use any other brand architecture component, sub-business,
GE Industrial
GE Infrastructure
organization, brand or product name with the GE Brand. Rare
exceptions exist and must have Corporate approval.*

This section describes the architecture that reflects the

structure of our organization. It also illustrates how to use that
structure properly across a range of Corporate and marketing
communications media.

There are four levels of the GE brand architecture. They work

together to clearly communicate the GE Brand, Business, and
NBC Universal
offer to the customer.

Level 1 is the GE Brand itself. “GE” must appear in every GE

branded application and communication.

Level 2 defines the specific Market providing the communication

or offer. The use of the Market name is optional and should be
confirmed with your marketing leader.

* It is acceptable to use GE Money in markets where GE Money

has already been launched.

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1.03 Brand Architecture: GE Businesses GE Commercial Finance GE Industrial
Level 3 states the specific Business within the Market. Of the 5 Capital Solutions Advanced Materials
Markets that may use the GE Brand, this level consists of one of Corporate Financial Services Consumer & Industrial
GE’s 29 business entities as listed here under the appropriate Healthcare Financial Services Equipment Services
GE Markets. Use of the Business name is optional and should be Insurance Solutions Fanuc
confirmed with your business leader. It is acceptable to use both Real Estate Inspection Technologies
the Market name and the Business name together. Plastics
GE Consumer Finance Security
Business names always appear in English. Do not translate a Sensing
Americas
Business name into a local language.
Asia
Australia GE Infrastructure
Europe Aviation
Commercial Aviation Services
GE Healthcare Energy
Biosciences Energy Financial Services
Technologies Oil & Gas
Diagnostic Imaging Transportation
Clinical Systems Water & Process Technologies
Information Technology
Services

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1.04 Brand Architecture: GE Solution Platforms GE Commercial Finance Sports & Entertainment Solutions
Level 4 contains the Solution Platform. The Solution Platform is the Corporate Lending
“offer” to the customer. Solution Platforms are optional and may be Capital Solutions Restructuring Finance
translated into local languages. Listed here and on the next page Fleet Services Retail Finance
are the 120+ Solution Platforms associated with GE Markets and Commercial Distribution Finance Metals Finance
Businesses from Sections 1.02 and 1.03. Transportation Finance Transportation Funding
Corporate Aircraft Bank Loans
Note This is subject to change. Check Brand Central for updates. Intermediary Funding Distressed Debt
Business Financing Solutions Capital Markets
Public Finance Trade Payables
Global Electronics Solutions Trade Services
Technology Finance Trade Distribution Solutions
Franchise Finance
Federal Finance EUROPE
North America Leasing Working Capital Solutions
Dealer Financial Services Leveraged Finance
Xerox Capital Services Factofrance
Asia Business Finance
Mexico & Latin America
Healthcare Financial Services
Europe
Life Science Finance
Canada
HPSC
Access Distribution
Insurance Solutions
Corporate Financial Services
Mobile Solutions
Global Media & Communications
Technology Lending Real Estate
Telecom Solutions Business Property
Telecom Lending North America Debt
Media Solutions North America Equity Investments
Media Lending Specialized Industries
Technology Solutions Business Property
Entertainment Solutions
Entertainment Lending REGIONS
TMT&E Solutions Europe, Asia Pacific, Canada, Mexico, United
TMT&E Lending Kingdom, France, Sweden, Germany, Italy, Central
Global Sponsor Finance Europe, Iberia Region, Nordic Region, Spain, Japan,
Commercial & Industrial Finance Korea, Australia, New Zealand, India
Food, Beverage & Agriculture Solutions
Automotive Solutions GE Consumer Finance
Transportation Solutions Americas
Construction Solutions Asia
Aerospace & Defense Solutions Australia
Chemicals Solutions Europe
Steels, Metals & Mining Solutions
Intellectual Asset Management (IAM) Solutions GE Healthcare
Paper, Packaging & Forest Solutions
Biosciences/Technologies
Diagnostic Imaging
Clinical Systems
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Services
1.04 Brand Architecture: GE Solution Platforms (continued) GE Industrial GE Infrastructure
Listed here and on the previous page are the 120+ Solution
Platforms associated with GE Markets and Businesses from Advanced Materials Aviation
Sections 1.02 and 1.03. Silicones Aviation
Quartz
Ceramics Commercial Aviation Services
Quartz & Ceramics Transportation Finance
Sealants & Adhesives Energy
Consumer & Industrial Gas Turbine
Appliances Steam Turbine
Lighting (Consumer) Generators
Lighting (C&I) Hydro
Electrical Distribution Aero
Motors Nuclear
Supply Cleaner Coal
Multilin Wind
Power Controls Solar Technologies
Large Motors & Generators Power Generation
Motors & Controls Rentals
Commercial & Industrial Lighting Environmental Services
Optimization & Control
Equipment Services Transmission & Distribution Services
Asset Intelligence
Trailer Fleet Services Energy Financial Services
Modular Space Oil & Gas
Rail Services Units
TIP Trailer Services Global Services
TLS Vehicle Rental Pipeline Solutions
Plant Hire Turbo Compression
Penske Truck Leasing Plant Integration
GE SeaCo Plant Equipment
Fanuc Transportation
GE Fanuc Automation Locomotive
Inspection Technologies Parts & Services
Global Signaling
Plastics Advanced Communication Systems
Resins Rail Solutions
Specialty Film & Sheet Mining
Automotive Drilling
Polymershapes Wind
Security Water & Process Technologies
Networked Solutions
Engineered Systems
Homeland Protection
Sensing

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1.05 Brand Architecture: Understanding the Architecture
There are four levels of the GE Brand architecture. They work together
to communicate clearly the GE Brand, Business, and offer to the
customer.
Level 1 Level 2
Brand Market
Level 1
Level 1 is the GE Brand itself. “GE” must appear in every GE branded
application and communication.

Level 2 GE Commercial Finance Level 4

Level 3 Solution Platform
Level 2 defines the specific Market providing the communication or Corporate Financial Services
Business
offer. The use of the Market name is optional and should be confirmed
with your marketing leader. Please refer to the listing of GE’s Markets in
Section 1.02.

Note There are only 5 Markets that may use the GE Brand. Do not use
any other brand architecture component, sub-business, organization,
Change.
brand or product name with the GE Brand. Rare exceptions do exist but
Corporate approval is required. Can you handle it?
Market names always appear in English. Do not translate a Market
name into a local language. Global Sponsor Finance knows that for you
and your customers, change is an everyday
event. We focus on being flexible and fast
Level 3 to respond to your needs with our 7,500
Level 3 states the specific Business within the Market. This level professionals in over 30 countries around the
world. We may not be able to predict change
consists of one of GE’s 29 Business entities as listed in Section 1.03. Use but we can certainly handle it.
of the Business name is optional and should be confirmed with your
Business leader. It is acceptable to use both the Market name and the
Business name together.

Business names always appear in English. Do not translate a

Business name into a local language.

Level 4
Level 4 contains the Solution Platform and/or elements that describe,
define, or illustrate the Solution Platform, product, technology, key
account or geographic region. The Solution Platform is the offer to
the customer. Solution Platforms and elements are optional and may
be translated into local languages. Level 4 can be used whenever a
Market and/or Business name is present. Elements can be introduced
only when a Solution Platform is being communicated.

In direct response efforts sometimes sub-businesses, sub-brands or

product solutions must be prominently positioned as the leading brand
imagination at work
to maintain or drive results. See next page for guidelines on conveying
sub-businesses, sub-brands and other product solutions within the
Level 4 architecture for DR communications.

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1.05 Brand Architecture: Understanding the Architecture
(continued)
In the past, many Businesses have promoted and sold their
Solution Platforms as part of the GE Brand architecture, e.g.,
“GE Perfect Getaways” or “GE Polymershapes”. Under our new
brand architecture, these names must be conveyed in Level
4 without the lock-up to “GE”. However, it is known that DR
marketers must balance acknowledgement and growth of the
primary GE Brand with existing sales targets and expected results
from sub-businesses, sub-brands or product solutions already
known to customers.

Therefore, on the front side of direct response applications, you

have the flexibility of promoting the sub-business, sub-brand
or Solution Platform at the Level 4 architecture level without
the traditional architecture lock-up. This should be done along
with elements that further describe or illustrate the offer in an
inspirational and contemporary way. Sub-businesses, sub-brands
or Solution Platforms are always “brought to you by GE” or “by GE”
and should always be communicated as such to ensure the target
can associate GE to the offer. Under these circumstances, the
proper brand architecture must then be displayed appropriately
on the back side of the component.

Use of old brand architecture guidelines. New Level 4 brand architecture creatively conveys the Solution Platform.
GE brand architecture lock-up is moved to the back side of the piece.

GE
Plastics
Polymershapes
Sky Light
Polymershapes by GE

skylights
made with

Lexan*
tough
virtually
imagination at work unbreakable
www.gelexan.com
*
polycarbonate
Trademark of General Electric Company
imagination at work

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1.06 Brand Architecture: Lock-up for Levels 1, 2 and 3 Level 1 Level 2
Our brand architecture organizes our Markets in a way that defines Brand Market
our key offerings, communicates the breadth and depth of GE to
our primary audiences, and clarifies how these offerings meet their

GE Market
respective needs.

Level 1 is the GE Brand itself. “GE” must appear in every GE branded

application and communication. Level 1 must accompany Level 2
(Market) and/or Level 3 (Business) in all instances.

Note Level 1 is never represented by “GE” alone. “GE” must be used

with Levels 2 and/or 3 of the brand architecture, or as part of the
“GE” + Monogram lock-up. Please see Section 2.03 Low Brand Level 1 Level 2
Awareness Markets for usage guides of the “GE” + Monogram Brand Market
lock-up.

GE Market
Level 2 is the Market Level, and defines the specific Market providing
the communication or offer. The Market Level is optional, and can be
used with or without the Business Level.

Business
Level 3 is the Business Level, and states the specific Business within
the Market. The Business Level is optional, and can be used with or
without the Market Level.

Level 4 is the Solution Platform. The Solution Platform is the “offer”

to the customer. The Solution Platform is never used as part of the
lock-up with Levels 1, 2 or 3. Level 3
Business
Note Levels 2, 3 and 4 are optional however, Level 2 may not be
interchanged with Level 3 or Level 4. Level 3 may not be
interchanged with Level 4 and vice versa.
Level 1
Brand

GE
Business
Level 3
Business
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1.07 Brand Architecture: Proper Use
The brand architecture components appear in a fixed size and
position relationship to each other, and this relationship does not
change.
All elements align flush left
Position
In most instances, position the components of Levels 1, 2 and 3 Prints 50% tint
of the brand architecture in the upper left corner of the particular
application. Stationery design is an exception to this rule. Please
refer to Section 2.02 Monogram and Architecture for additional GE Market
information. Business Prints 100%

Clear Space
Leave sufficient clear space around all text to enhance and
reinforce its presentation. The minimum amount of clear space
is equal to 25% of the diameter of the Monogram you use in the
particular application.

Typography
All components of the brand architecture are set in GE Inspira, and
all text is set flush left.

Color
When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 100% of the color you use for the Monogram.

Note When using Level 3 (Business), Level 3 text prints in 100%

of the color of the Monogram, and Levels 1 and 2 (GE Brand and
Market) text prints in a tint of 50% of that color.

Refer to Section 9.0 Grids for information on sizing brand

architecture components correctly.

Monogram and tagline lock-up: fixed relationship

Clear space is 25% of

Monogram diameter
imagination at work

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 1.08 Brand Architecture: Improper Use

1. Don’t use Level 1 (GE Brand) without Level 2 (Market) 1. 2.

and/or Level 3 (Business).
GE GE Market
2. Don’t lock Level 4 (Solution Platform) in the upper-left Business
Solution Platform
corner with Levels 1,2 and 3 of the brand architecture.
3. Don’t tint Level 1 (GE Brand) or Level 2 (Market) when used
without Level 3 (Business).
4. Don’t use different colors for the brand architecture
components.
5. Don’t use any font other than GE Inspira for brand
architecture components.

4. 5.

GE Market GE Market
Business Business

3.

GE Market

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1.09 Brand Architecture: Review
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
The most important brand is GE.
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.

When creating new Businesses, Solution Platforms and Element The only acronym in the brand
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 architecture is “GE.”
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
Always spell names in full.
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 The Monogram and brand
verbal relationship between the Monogram and all of the products
and services that GE offers the world today.
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.

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2.0
Monogram
2.01 Overview
2.02 Proper Use
2.03 Limited Space Lock-up ― Low Brand Awareness Markets
2.04 Limited Space Lock-up ― With Market Name
2.05 Improper Use

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2.01 Monogram: Overview
The GE Monogram reflects our heritage, and lays a solid
foundation for our future. Its consistent look across all applications
embraces a wide color palette, and reflects our customer-centric
philosophy of being friendly, open, approachable and a part of the
world we live in.

The Monogram is the key element in the new brand expression

system, and consists of two parts: the cursive and historic
“GE” letterforms and the stylized circle. These elements always
appear in a fixed size and position relationship that does not
change. Regardless of region, local language, or language of the
application (brochure, advertising, stationery), never translate the
“GE” letterforms in the Monogram into another language. Do not
recreate it.

There is only one version of artwork for the Monogram. Use it for
both positive and negative applications. Artwork is supplied as
an Encapsulated PostScript file (EPS), and can be downloaded in
black, white and all the colors of our palette. Do not change or
modify the Monogram.

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2.02 Monogram: Proper Use

Location
Monogram can be set either bottom left, or top left on any printed
material.

Monogram can be placed only once per side, per piece and on
either the front or the back (only as appropriate) of material.

Do not use the Monogram more than once on any application

surface/spread. This includes printed material with detachable
sections.

For specific brand guidelines for Monogram use on envelopes,

letters, forms and brochures, please see Section 8.0 Direct
Marketing Components.

Color Mr. Bob Smith

Vice President
When possible, apply the Monogram in color on white ABC Company
background. When it’s neither practical or cost effective, apply Anytown, NY 100001
the Monogram in black on white background or in white on an
approved GE colored background.
Introducing a cleaner,
greener power machine.

In DR, the Monogram often

appears at the top left of
envelopes and letterhead to
identify sender.
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2.02 Monogram: Proper Use (continued) Correct use of clear space on a letterhead. Correct use of clear space on
a brochure.
Clear Space
To enhance the presentation of the Monogram, leave GE Consumer Finance
sufficient clear space around it. The minimum amount of GE
Equipment Services
clear space is equal to 25% of the diameter of the Monogram
you use, as shown below. July 30, 2005

Minimum Size
Mr. John Smith
V.P.
ABC Company
123 Any Street
Legal Summary
Plan Description
Anytown, NY 10000

The minimum size of the Monogram in any print application

is 0.25”/6.53mm in diameter. Dear Mr. Smith,

GE Makes Plant Hire Easier

As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:

- Fair’s Fair
o Damage at £50 or below will incur no charge
- Collect & Save
o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
- 5-4-5 Loyalty Award
o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.

We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.

Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at [email protected] - we hope to hear from you
soon.

Yours faithfully/sincerely

Martyn Durran
Head of Sales

imagination at work

Preferred version (positive application). Alternate version (negative application). Minimum size Monogram
Minimum clear space: 25% Monogram diameter. 0.25”/6.35mm, shown here
at full size.

Minimum size

25%
You may reverse the
25% Monogram in white
out of any color in the
approved color palette.
25%
Refer to the Direct
25% Response Color
Migration Strategy
matrix in Section 4.0 to
determine correct color
use in your market.
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2.02 Monogram: Proper Use (continued)
General Lock-Up Guideline.
Monogram and Architecture
Marketers have the flexibility to use both Monogram and Spacing = 25% Monogram diameter - 0.1275”/3.25mm
architecture to support the GE Brand experience in
communication and to ensure the target clearly understands Minimum clear space = 25%
who the communication is from. This can be applied on any the diameter of the Monogram
component as deemed appropriate for creating response and 0.2125”/5.45mm
growing brand awareness.

The combination of the Monogram and architecture is called GE Marketx Center on x-height
the architecture lock-up, appearing in a fixed-size and
position relationship that does not change.
Business
The architecture lock-up always appears in one color, i.e., the
Monogram and architecture text are the same color. Architecture 18pt GE Inspira Regular, 19pt leading

The Monogram can also be used with or without brand Monogram size = 0.85”/21.75mm
architecture based on what best supports a higher response
rate. But, if the brand architecture is used, then the
Monogram must also be used.
Correct application of Monogram.

GE
Equipment Services

July 30, 2005

Mr. John Smith

V.P.
ABC Company
123 Any Street
Anytown, NY 10000

Dear Mr. Smith,

GE Makes Plant Hire Easier

As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:

- Fair’s Fair
o Damage at £50 or below will incur no charge
- Collect & Save
o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
- 5-4-5 Loyalty Award
o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.

We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.

Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at [email protected] - we hope to hear from you
soon.

Yours faithfully/sincerely

Martyn Durran
Head of Sales

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2.02 Monogram: Proper Use (continued)

Monogram and Architecture

Direct response letters are deemed limited space applications
and address text is typically located top left below the GE Brand,
Market and/or Business name.

DR marketers may also apply GE’s stationery guidelines to

envelopes and letterhead with respect to brand architecture
levels. In situations where the Monogram is located on the top
left of an envelope or letter, architecture levels 1, 2 and 3 may be
located top right. However all information must be aligned flush
left. John Smith
General Manager
Corporate Marketing & Branding

For additional details, see the Stationery Guidelines on Brand Level 1 GE

Street Address
Central. City, State Postal Code
Country

T 123 456 7890

F 123 456 7890
[email protected]

The GE Brand appears in the

address text block only. Use the Level 1
GE Brand only once in stationery
applications. Use of the GE Brand
without the Market or Business is only
Level 2 allowed on stationery applications.

Level 1 Level 2
Level 1 GE Market
Business
Level 3
GE Healthcare
Claire Waxman
Manager
Global Marketing Communications
Street Address
City, State Postal Code
Country

T 123 456 7890

F 123 456 7890
[email protected]

Monogram top left; architecture top right and left justified. This example shows the use of Level 1, GE Brand and Level 2, the Market name.

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2.03 Monogram: Limited Space Lock-up ― Low Brand
Awareness Markets
This page shows the lock-up version of the Monogram and “GE”
in limited space situations in Markets where awareness of the
GE Brand is low.

Example 1 illustrates the lock-up size and position. Establish the

Monogram size. The cap height of “GE” is one-third the diameter Example 1
of the Monogram. “GE” is set 15% of the diameter size away
from the right of the Monogram. Center “GE” vertically to the Spacing = 15% Monogram diameter
right of the Monogram.

Example 2 illustrates the rules for clear space. Maintain a

minimum clear space of 12.5% of the diameter of the 33%
Monogram around the lock-up.

Refer to the Color Migration Strategy Matrix in Section 4.0 for

GE 33%

33%
Center

correct color guidelines.

Note The minimum allowed size of the Monogram is 0.25 inches The cap height of the letters “GE” is 33%
in diameter. or one-third the diameter of the Monogram.

Example 2

GE
Minimum clear space = 12.5%
of the diameter of the Monogram.

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2.04 Monogram: Limited Space Lock-up ― With Market Name
This page shows the lock-up version of the Monogram, “GE”
and the Market name for limited space situations in Markets
where awareness of the GE Brand is low.

Example 1 illustrates the lock-up size and position. The

cap height of “GE” is one-fifth the diameter of the Monogram.
Example 1
“GE” is set 25% of the diameter size away from the top of
the Monogram. Center “GE” and the Market name above Center
the Monogram.
GE Market 20%
Example 2 illustrates the rules for clear space. Spacing = 25% Monogram diameter

Maintain a minimum clear space of 12.5% of the diameter

of the Monogram around the lock-up. 20%

Refer to the Color Migration Strategy Matrix in Section 4.0 for

correct color guidelines.

Note The minimum allowed size of the Monogram is 0.25 inches The cap height of the letters “GE” is 20%
in diameter. or one-fifth the diameter of the Monogram.

Example 2

GE Market

Minimum clear space = 12.5%

of the diameter of the Monogram.

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 2.05 Monogram: Improper Use
1. 2. 3. 4.
Please note that the current GE Brand expression does
not permit use of the previous version of the Monogram.
Therefore, do not use any reverse or dynamic versions
of the Monogram (shown here as “Don’ts” in examples 2
and 3).
GEnius
1. Don’t use the former 3-D Monogram. nius
2. Don’t use the “old” version of the Monogram (reverse).
3. Don’t crop the Monogram.
4. Don’t use GE or the Monogram in words or sentences.
5. 6. 7. 8.
5. Don’t use a black Monogram on a color background.
6. Don’t rotate the Monogram.
7. Don’t reverse the Monogram on any color ― only white.
8. Don’t use the Monogram in color on a background color.
9. Don’t reverse the Monogram out of white on a color.
10. Don’t use the Monogram directly on a photograph.
11. Don’t superimpose the Monogram over type or imagery.
12. Don’t apply any visual effects to the Monogram in print.
13. Don’t add any movement or effects to the Monogram. 9. 10. 11. 12.
14. Don’t add drop shadows to the Monogram.
15. Don’t create any primary or secondary graphic device type
that simulates the Monogram.
16. Don’t create a multi-colored version of the Monogram.

13. 14. 15. 16.

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 2.05 Monogram: Improper Use (continued)

17. Don’t use architecture without the presence of the

Monogram.
18. Don’t use the Monogram more than once per piece (e.g.
letterhead) or spread (e.g. inside spread on a brochure).
19. Don’t center justify Monogram
20. Don’t use different colors within the Monogram and
architecture lock-up.
21. Don’t align Monogram and architecture to the right.

17. 18. 19.

GE GE
Equipment Services
Equipment Services

July 30, 2005

Mr. John Smith

V.P.
ABC Company
123 Any Street
Anytown, NY 10000

Dear Mr. Smith, 20.

GE Makes Plant Hire Easier

As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:

- Fair’s Fair
o Damage at £50 or below will incur no charge
GE
- Collect & Save
o Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
Equipment Services
- 5-4-5 Loyalty Award
o 5% rebate on incremental spend over 12 months starting June 2005

In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.

We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or 21.
requirements you might have in the near future.

Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at [email protected] - we hope to hear from you
soon.

Yours faithfully/sincerely GE
Equipment Services
Martyn Durran
Head of Sales

GE imagination at work www.geplanthire.com

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3.0
Tagline
3.01 Overview
3.02 Proper Use
3.03 Markets with Limited Recognition of GE
3.04 Translation
3.05 Color Use
3.06 Improper Use

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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 Direct marketers have flexibility to use the tagline or exclude it.
“lock-up” relationship that does not change. The tagline lock-up However, if it is used, explicit lock-up rules must be followed.
always appears in one color, i.e., the Monogram and tagline text
are the same color.
Monogram and tagline lock-up.
Note Refer to the Color Migration Strategy matrix in Section 4.0 to
determine correct color use in your Market.

imagination at work

Monogram and tagline lock-up for Markets with limited recognition of GE.

GE imagination at work

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3.02 Tagline: Proper Use
There are two versions of the tagline lock-up: the standard, Standard lock-up: One-line version.
one-line version, and the stacked, two-line version. Use the
standard version whenever possible. Use the stacked version
only in situations where space is limited and the one-line
version will not fit.
imagination at work
In the tagline lock-up, the Monogram and tagline appear in a
fixed size and position relationship that does not change.

Artwork for each version of the tagline lock-up is supplied as

an Encapsulated Postscript file (EPS) and can be downloaded in
black, white and all the colors of the direct response palette.
Construction: Monogram and tagline lock-up is a fixed relationship.
Do not change or modify this approved artwork.
Spacing = 15% Monogram diameter - 0.1275”/3.25mm
Location
The tagline can be set either bottom left or top left (but in most Minimum clear space = 25%
cases, appears in the lower left corner of any printed material). the diameter of the Monogram
0.2125”/5.45mm

imagination at workx Center on x-height

Tagline 18pt GE Inspira Regular

Monogram size = 0.85”/21.75mm

Stacked lock-up: Use in limited space situations only.

Monogram size = 0.85”/21.75mm

Spacing = 15% Monogram diameter - 0.1275”/3.25mm

imagination at work Tagline 18pt GE Inspira Regular

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3.03 Tagline: Markets with Limited Recognition of GE
In markets where there is limited recognition of GE, add the Standard lock-up: One-line version.
GE Brand to the tagline lock-up, as shown, so that the tagline
text reads “GE imagination at work”.

Artwork for each version of the tagline lock-up is supplied as an

Encapsulated PostScript file (EPS) and can be downloaded in
GE imagination at work
black, white and all the colors of the direct response palette.

Do not change or modify this approved artwork.

Construction: Monogram and tagline lock-up is a fixed relationship.

Spacing = 15% Monogram diameter - 0.1275”/3.25mm

Minimum clear space = 25%

the diameter of the Monogram
0.2125”/5.45mm

GE imagination at workx Center on x-height

Tagline 18pt GE Inspira Regular

Monogram size = 0.85”/21.75mm

Stacked lock-up: Use in limited space situations only.

Monogram size = 0.85”/21.75mm

Spacing = 15% Monogram diameter - 0.1275”/3.25mm

GE imagination at work Tagline 18pt GE Inspira Regular

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3.04 Tagline: Translation B2C Application: Translation of tagline A4.

B2C applications
In B2C communications, the tagline may appear either in English
or in the local language. Use one or the other, but do not use both.
In certain markets, the GE Brand must appear with the tagline.
0.85”/
B2B applications 21.75mm l’imaginationatenwork
GE imagination action
Tagline use for B2B applications differ slightly from B2C. For B2B
uses, the tagline must always appear in English. Translation into
local language can accompany the English, but only in a specific
lock-up. See B2B example to the right. Use the addition of a 0.45”/11mm GE Inspira Regular, 18pt
translated tagline if it is legally required, if it will enhance
communication or if it is a cultural preference.

Obtain the correct translations from the brand team at

[email protected].

The tagline translation is always set in GE Inspira in the same color

as the English version. This example shows the type size for a
GE l’imagination en action
tagline translation for an A4 size format.

In some markets, legal requirements require all information to

appear in two languages, with equal emphasis. All dual language
applications must receive approval from the Corporate advertising
team in Fairfield, CT, USA or in Brussels, Belgium.
B2B Application: Translated tagline placement A4.

Align translation flush left with the tagline

0.85”/
21.75mm work
GE imagination at work GE Inspira Regular, 18pt
GE l’imagination en action
0.3”/
8mm

0.45”/11mm GE Inspira Regular, 9pt

GE imagination at work
GE l’imagination en action

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3.05 Tagline: Color Use
The tagline always prints in 100% of the color you use for the
Monogram. Consideration should be given to colors used in mass
media when followed up by a direct communication for synergy
and to leverage familiarity with the target. Refer to Section 4.0
Color Palette to determine correct tagline and color use in your
Market. The artwork for the Monogram and tagline lock-up is
fixed, and although it can scale in size, the size and position
relationship does not change.

When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 100% of the color you use for the Monogram. When
adding Level 3 (Business), Level 3 text prints in 100% of the color
of the Monogram and Levels 1 and 2 (Brand and Market) text
prints in a 50% tint of that color.

In certain circumstances, when a Market wishes to build

awareness for and promote its name as well as promoting its
Solution Platform, both the Market and the Solution Platform
names may appear in 100% color. In these cases, the business
name is omitted and the Solution Platform name appears in
Level 4 architecture.

Note B2B businesses may use the full palette of 14 colors

for prospecting in direct response communications; not for
advertising. See B2B Advertising Guidelines for ad standards. Level 1 (GE Brand) and Level 2 (Market) When adding Level 3 (Business), Level 3
print in 100% of the color of the Monogram. prints in 100% of the color and Level 1 (GE Brand)
and Level 2 (Market) become a 50% tint of the color.

GE Market GE Market
Business

imagination at work imagination at work

Monogram and tagline always print in 100% of the color. All components align flush left.

Direct Response Communications

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 3.06 Tagline: Improper Use
We encourage you to become familiar with the correct use 1. 2. 3.
of the Monogram and tagline lock-up. Please note that the
current GE Brand expression does not permit use of the imagination at work
previous versions of the Monogram and tagline.
imagination at work imagination at work
The “imagination at work” campaign replaces all previous
campaigns, such as “We bring good things to life”.

1. Don’t use the former 3-D Monogram.

4. 5. 6.
2. Don’t use the tagline with the reverse Monogram.
3. Don’t position the tagline above the Monogram.
imagination
i@w
4. Don’t break up the tagline into two or three lines.
Imagination At Work
5. Don’t use initial caps on the tagline. at work
6. Don’t abbreviate the tagline.
7. Don’t change the scale relationship between the
Monogram and tagline. It is fixed.
7. 8. 9.
8. Don’t use any other font but GE Inspira Regular.
9. Don’t position the tagline to the left of the Monogram.
10. Don’t align the tagline with the top of the Monogram.
imagination at work imagination at work imagination at work
11. Don’t stretch or skew the tagline.
12. Don’t split the tagline with the Monogram.
13. Don’t position the tagline underneath the Monogram as
more than one line.
10. 11. 12.
14. Don’t use previous campaign taglines, e.g., “We bring
good things to life”.
imagination at work
15. Don’t use the tagline without the Monogram.
imagination at work

13. 14. 15.

We bring good things to life. imagination at work

imagination
at
work

Direct Response Communications

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4.0
Color Palette
4.01 White Space
4.02 Overview
4.03 Tinting
4.04 Backgrounds
4.05 Direct Response Color Migration Strategy
4.06 “Bright” Color Breakdown
4.07 “Light” Color Breakdown
4.08 Combinations
4.09 Color Stock

Direct Response Communications

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4.01 Color Palette: White Space

White space
Our mass advertising reinforces our Advertising DR Letter Collateral Cover
contemporary, clean and inviting approach
through extensive use of white space. GE
GE
Energy GE Money
Energy
Mr. Bob Smith

White space can be used to create synergy

V.P. Environmental Controls

Stop thinking...
ABC Company
123 AnyStreet
Nice thing about a wind farm: all year it’s harvest time.
between mass and direct communications and
Anycity, NY, 10001

Now clean wind energy is always in season, thanks to a revolutionary 3.6 MW wind turbine

is encouraged to be used liberally throughout

from GE that’s 40 stories tall, with blades almost as wide as the wingspans of two jumbo jets.
It’s a giant step in the direction of renewable energy. Isn’t that a breath of fresh air?
What’s more important?
DR visual representations. It is acknowledged
To learn more, visit www.ge.com

Performance or control?
that direct marketers use color extensively to Dear Mr. Smith,

How can you balance production demands with the need to maintain low emissions?

get mailings noticed and drive specific actions. Overemphasize one over the other and you could lose it all.

Get performance and control with Precipator Power

The guidelines in this section as well as Section Control Systems.

8.0 on DM Components, will provide and show Fortunately, GE provides the right equipment
to help you achieve the perfect balance between low
emissions and high plant performance.

varying degrees of flexibility for using white Go to gepower.com/airquality to learn more

or call 1.800.821.2222. GE Energy can help

space in direct response, while integrating you find the right balance.

Sincerely,

compelling color.
Dan Brown
Education Manager

Use of white space in conjunction with other P.S. Call or go online to arrange to use our Juicecan predictive software to find out
how it can help at your plant. The phenomenal effects include 50% reductions in

brand elements in DR creates synergy and is imagination at work

opacity and 120% increase in secondary current.

encouraged as it reminds customers of their imagination at work

familiarity and experience with GE.

Direct Response Communications

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4.02 Color Palette: Overview
The GE Brand expression embraces an intentionally diverse color
palette and reflects our customer-centric philosophy of being
friendly, open and approachable. A primary objective of our brand
expression is to create a light, bright impression of GE, and our
color philosophy calls for using color liberally throughout all of our
communications.

There are 14 colors in GE’s color palette. Associating GE with

our approved color palette will contribute to an image of energy
and vitality. Therefore, the use of color and white backgrounds is
encouraged whenever and wherever possible for DR. However, it
is acknowledged that in some DR situations, either strategically or
due to cost constraints, black may be used as a color.

We do not color code our Businesses, our products or our

service offerings; rather, the palette comprises bold, bright
and optimistic colors that each Market may use depending
on the context and tone of the application.

“Bright” Color Palette

Pantone: 7455 Pantone: 260 Pantone: 485 Process Cyan Pantone: 144 Pantone: 376 Pantone: Black 6

“Light” Color Palette

Pantone: 7530 Pantone: 7445 Pantone: 500 Pantone: 292 Pantone: 109 Pantone: 557 Pantone: 877 (Silver)

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4.03 Color Palette: Tinting

Monogram and Tint Colors for Brand Architecture Level 1 (GE Brand) and Level 2 (Market) When adding Level 3 (Business), Level 3 prints in
This page shows the approved colors and tints for each color in print in 100% of the color of the Monogram. 100% of the color and Level 1 (GE Brand) and
the GE color palette. Use tints for Market names only when using Level 2 (Market) become a 50% tint of the color.
a Business name. If you do not use a Business, do not use a tint
for the Market name.

When using only Level 1 (GE Brand) and Level 2 (Market), all text
GE Market GE Market
prints in 100% of the color you use for the Monogram. When Business
adding Level 3 (Business), Level 3 text prints in 100% of the color
and Levels 1 and 2 (GE Brand and Market) become a 50% tint of
that color.

On stationery, the only color used for printing the brand

architecture levels is black. Refer to Stationery guidelines on imagination at work imagination at work
Brand Central for additional information.

Monogram and tagline always print in 100% of the color. All components align flush left.

“Bright” Color Palette

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint
Pantone: 7455 Pantone: 260 Pantone: 485 Process Cyan Pantone: 144 Pantone: 376 Pantone: Black 6

“Light” Color Palette

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint
Pantone: 7530 Pantone: 7445 Pantone: 500 Pantone: 292 Pantone: 109 Pantone: 557 Pantone: 877 (Silver)
Direct Response Communications
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4.04 Color Palette: Backgrounds
This page illustrates use of colors and tints on color
backgrounds. Refer to this guide particularly when creating When using Level 1 (GE Brand) and Level 2 (Market), When adding Level 3 (Business), Level 1 (GE Brand)
applications with Levels 1, 2 and 3 information (GE Brand, reverse them in white out of the background color. and Level 2 (Market) print in a 50% tint of the
Market and Business). background color.

On color backgrounds, reverse the Monogram and/or tagline Level 3 (Business) reverses in white out of the
lock-up in white. background color.

GE Market GE Market
Business

“Bright” Color Palette

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint
Pantone: 7455 Pantone: 260 Pantone: 485 Process Cyan Pantone: 144 Pantone: 376 Pantone: Black 6

“Light” Color Palette

50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint 50% Tint
Pantone: 7530 Pantone: 7445 Pantone: 500 Pantone: 292 Pantone: 109 Pantone: 557 Pantone: 877 (Silver)
Direct Response Communications
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4.05 Color Palette: Direct Response Color Migration Strategy
The full color palette of 14 colors may be used in advertising
only in Markets where aided consumer awareness of the
GE Brand is 85-100%. However, direct marketers have more
flexibility to select the colors required to drive response from
the palette, even if awareness levels are low. At the same
time, DR marketers may prefer to align with colors used in
advertising in their area to tap into brand recognition. If you’re
unsure of consumer awareness levels in your Market, check
Brand Central or contact the brand management team at
[email protected].

All consumer awareness data must be reviewed by the

Corporate Brand Team, which will work with each Market to
establish the relevant tiers per country.
All GE approved advertising colors can be used in B2B and B2C Direct Response communications
Note As we build recognition in Markets where GE is not well regardless of your market’s awareness levels. However, DR marketers may want to focus on colors
known, it is important to associate the GE Brand with color. used in other marketing mediums in their Market to create and leverage design synergy.
B2B businesses may use the full palette of 14 colors for direct
response communications; not for advertising. Please refer to Awareness Approved GE Colors Approved Tagline
the B2B Brand Expression Guidelines for correct use of color
in ads. 0-45% “GE imagination at work”

7455

46-69% “GE imagination at work”

7455 260

70-84% “imagination at work”

7455 260 485 Cyan

85-100% “imagination at work”

7455 260 485 Cyan 144 376

7530 7445 500 292 109 557 877

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4.06 Color Palette: “Bright” Color Breakdown

Print use: Print use: Print use: Print use: Print use: Print use: Print use:
Pantone 7455 Pantone 260 Pantone 485 Process Cyan Pantone 144 Pantone 376 Pantone Black 6
C 80 C 52 C 0 C 100 C 0 C 50 C 0
M 53 M 100 M 95 M 0 M 48 M 0 M 0
Y 0 Y 0 Y 100 Y 0 Y 100 Y 100 Y 0
K 0 K 26 K 0 K 0 K 0 K 0 K 100
TOYO CF0444 TOYO CF0971 TOYO CF0100 TOYO CF0383 TOYO CF0154 TOYO CF0245 TOYO CF0946

Electronic use: Electronic use: Electronic use: Electronic use: Electronic use: Electronic use: Electronic use:

R 65 R 95 R 225 R 0 R 255 R 101 R 0

G 87 G 0 G 0 G 153 G 125 G 184 G 0
B 173 B 95 B 0 B 255 B 0 B 33 B 0

HEX# 3E57AD HEX# 5F005F HEX# E10000 HEX# 0099FF HEX# FF7D00 HEX# 65B821 HEX# 000000

PANTONE® The colors shown throughout these and all GE guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current
PANTONE® Publications for accurate color. PANTONE® is the property of Pantone, Inc.

TOYO 94 COLOR FINDER 1050 The TOYO references should be used as a guide. Where possible use Pantone to match colors. © 1998, 2002 TOYO INK MFG. CO., LTD. All rights reserved.
Direct Response Communications
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4.07 Color Palette: “Light” Color Breakdown

Print use: Print use: Print use: Print use: Print use: Print use: Print use:
Pantone 7530 Pantone 7445 Pantone 500 Pantone 292 Pantone 109 Pantone 557 Pantone 877
C 3 C 30 C 0 C 49 C 0 C 30 (Metallic Silver Ink)
M 0 M 20 M 38 M 11 M 10 M 0
Y 10 Y 0 Y 21 Y 0 Y 100 Y 20
K 20 K 3 K 11 K 0 K 0 K 15
TOYO CF0548 TOYO CF0466 TOYO CF0740 TOYO CF0421 TOYO CF0192 TOYO CF0662 TOYO CF1043

Electronic use: Electronic use: Electronic use: Electronic use: Electronic use: Electronic use: Electronic use:

R 150 R 158 R 200 R 113 R 255 R 150 Do not use gray

G 139 G 163 G 129 G 172 G 214 G 181
B 125 B 210 B 133 B 228 B 0 B 171

HEX# 968B7D HEX# 9EA3D2 HEX# C88185 HEX# 71ACE4 HEX# FFD600 HEX# 96B5AB

CMYK The CMYK breakdowns were produced using “standard” densities. Target density values are: Black (K) 1.70 ± 0.05, Cyan © 1.30 ± 0.05, Magenta (M) 1.35 ± 0.05 and Yellow (Y) 0.95 ± 0.05. We used
a line screen of 200 and the plate order was K-C-M-Y. Always try to achieve the best color match to the Pantone Color. Colors printed in U.S. SWOP may differ from EURO CMYK as these colors may
appear darker than expected.

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4.08 Color Palette: Combinations
White space and clean, monochromatic visuals are key
components of the brand. In advertising and other mass
communications, a monochromatic look is preferred where
a single color palette is used for copy, Monogram and
architecture. Example 1 shows an effective monochrome
look across mass advertising. Example 2 shows how this
monochromatic look is applied in direct response.

Note For DR, there is some additional flexibility in color

use, as well as upcoming in-market testing to substantiate
the business benefit of combining palette colors in DR
communications.

Example 1 Use of single color on a print ad. Example 2 Use of single color on a DR component.

GE Money
GE APR
Water & Process Technologies Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
7.99%
― one of our lowest
rates ever
Get a loan from the
comfort of your home
Dear Mr. Smith,

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Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
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With GE’s Water & Process Technologies, industries not only bring water up to higher
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Manager, GE Money
To learn more, visit gewater.com.
P.S. This low 7.99% APR offer is
extended to you until March 31st
so please consider this offer soon.

The same monochromatic imagination at work

imagination at work
use of color in advertising
should be applied to DR.
Direct Response Communications
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4.09 Color Palette: Color Stock
As white space is a key element in our brand expression, the selection
of white stock for letterhead and other DM components is an important
consideration. DR marketers have extensive flexibility to select white
stocks with budgeting and printing processes in mind.

At times, direct marketers may wish to create a different tone or

impression when developing elegant invitation style creative executions.
In these instances, marketers may use a variety of weight and textured
stocks within the range of white stock. Selection of off-white and other
color-toned stocks (e.g., pastels) is discouraged and white stock should
be used as the default for printed communications.

In-Market Testing
In select test markets where color toned stock has potential to influence
the impression of the communication, the use of cream-toned or silver/
grey toned stock is appropriate in small test quantities where results of
the isolated variable can be compared.

Preferred stock color. Cream color letter stocks are discouraged. Color-toned stocks are discouraged.

GE Money GE Money GE Money

Mr. B. Sample Mr. B. Sample Mr. B. Sample

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• You can get out • You can get out • You can get out
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to of debt in as little You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to of debt in as little You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to of debt in as little
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even as 36 months $25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even as 36 months $25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even as 36 months
to consolidate your bills and be out of debt in as little as 36 months. to consolidate your bills and be out of debt in as little as 36 months. to consolidate your bills and be out of debt in as little as 36 months.

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes • APR as low as 7.99%† Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes • APR as low as 7.99%† Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes • APR as low as 7.99%†
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into to accept your account by calling 1-800-363-3996. The funds can be deposited directly into to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account. your personal checking account. your personal checking account.
• Credit lines • Credit lines • Credit lines
Yes, it’s flexible ― you can customize your account by requesting the amount you need as up to $25,000† Yes, it’s flexible ― you can customize your account by requesting the amount you need as up to $25,000† Yes, it’s flexible ― you can customize your account by requesting the amount you need as up to $25,000†
well as the length of your repayment term. well as the length of your repayment term. well as the length of your repayment term.

Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
• No prepayment Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
• No prepayment Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
• No prepayment
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay penalty your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay penalty your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay penalty
down your account, additional funds are available for your future needs. down your account, additional funds are available for your future needs. down your account, additional funds are available for your future needs.
• Use your account • Use your account • Use your account
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
for anything for anything for anything
Sincerely, you want Sincerely, you want Sincerely, you want

• Funds can be • Funds can be • Funds can be

Scott Young deposited directly Scott Young deposited directly Scott Young deposited directly
Vice President, Personal Finance into your checking Vice President, Personal Finance into your checking Vice President, Personal Finance into your checking
GE Money Bank GE Money Bank GE Money Bank
account account account
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account. money directly into your checking account. money directly into your checking account.

* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid. this offer is no longer valid. this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer. **,w,†Please see the reverse side for important conditions to this offer. **,w,†Please see the reverse side for important conditions to this offer.

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5.0
Typography
5.01 Introduction
5.02 Overview
5.03 GE Inspira Characters
5.04 Non-Roman Languages
5.05 General Use
5.06 Improper Use

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5.01 Typography: Introduction

Typography plays an important role in our new

brand expression in advertising, direct response
and literature. Our system incorporates a new,
custom-designed type font called GE Inspira that
we will use globally in all media. It is derived from
the curves and the classic hand-drawn character
of the Monogram. GE Inspira comes in different
styles and weights, which provide visual distinction GE Money
and differentiation in DR applications for text, Get a Line of Credit
headlines, call-outs, and the Johnson Box. from GE Money for up to

GE Inspira font sets can be downloaded from $25,000

Brand Central. Mr. B. Sample
123 Any Street
Anytown, NY
12345

Dear Mr. Sample;

GE Inspira is precise and modern, reflecting our Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
• No annual fee

brand attributes. Over time, it will become highly You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to
• You can get out
of debt in as little

recognizable and contribute to the memorability

consolidate your bills and be out of debt in as little as 36 months. as 36 months
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into • APR as low as 7.99%†

of our brand.
your personal checking account.
• Credit lines
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
up to $25,000†

Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate • No prepayment
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
penalty

Scale
down your account, additional funds are available for your future needs.

Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! • Use your account
for anything

Scaling typography size appropriately will help to

Sincerely,
you want

clarify communications, provide emphasis and

• Funds can be
Scott Young
Vice President, Personal Finance deposited directly
GE Money Bank into your checking

enhance visual effect. Refer to Section 5.05 for

account
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.

guidance on scaling typography.

Note Very explicit guidelines for typography use in DR communications are explained in
Section 8.0, covering areas from typography within sidebars on DR letters to combining
type and design elements on envelopes.

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5.02 Typography: Overview

Specifically designed for us, Use GE Inspira Regular for body copy and headlines.

GE Inspira is bold, precise and Use GE Inspira Bold for subheads.

modern. It is individual and

recognizable and brings a
Use GE Inspira Italic to show emphasis. Use underlining for emphasis.

new VISUAL distinctiveness Use all caps for emphasis.

to our brand.
Use GE Inspira Bold Italic for emphasis.

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5.03 Typography: GE Inspira Characters

abcdefghijklmnopqrstuvwxyz123
4567890ABCDEFGHIJKLMNOPQRS
TUVWXYZ!"#$%&()*+,./:;<=>?@[\]
^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙ
ÀÃÕŒáàâäãåçéèêëíìîïñóòôöõúùû
ü†°¢£§•¶ß®©™´¨ÆØ¥?ªºæø¿¡«»…
œ“”‘’ÿŸ€‹›fifl‡∙‚„‰

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5.04 Typography: Non-Roman Languages
GE Inspira and GE Inspira CE fonts have characters that support
these languages: Afrikaans, Albanian, Basque, Breton, Catalan,
Croation, Czech, Danish, Dutch, English, Esperanto, Estonian,
Faroese, Fijian, Finnish, Flemish, French, Frisian, German, Hawaiian,
Hungarian, Icelandic, Indonesian, Irish, Italian, Lappish, Classical
Latin, Latvian, Lithuanian, Malay, Maltese, Mandarin (Pinyin District),
Maori, Moldavian, Norwegian, Polish, Portuguese, Provençal,
Romanian, Rumanian, Samoan, Scottish Gælic, Slovak, Slovene,
Slovenian, Sorbian, Spanish, Swahili, Swedish, Tagalog, Turkish,
Vietnamese, Welsh and Wendish.

GE Inspira Cyrillic and Greek fonts have characters that support

these languages: Belorussian, Bulgarian, Macedonian, Russian,
Serbian, Serbo-Croatian, Ukrainian and Modern Greek.

If you are creating GE materials in Arabic, Chinese, Devanagari,

Japanese, Korean or Thai, use the counterpart fonts specified
in the list on this page. To purchase these fonts use your usual
software/font resources in your local market/country.
Arabic - Akhbar
Note GE employees in Japan have access to DF MaruGothic for
internal use only. If you are a GE employee in Japan, contact
Chinese
Traditional - M Yuen Light/Bold
[email protected].

Simplified - C Yuen Light

Devanagari - ITR Mitra
Japanese - DF MaruGothic
Korean - HY Gothic
Thai - Mokkara

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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 specific 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 specific 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 Typography consistency across advertising and DR delivers a consistent brand experience to target audiences.
the largest type size on the page. Headlines are always set in
GE Inspira Regular. Do not use GE Inspira Bold for headlines Print ad example. DR letter example.
(although bolding key words or phrases to draw reader attention
is acceptable). Headlines may also be left or center justified but GE
not set flush right. GE Commercial Finance
Commercial Finance
Mr. Bob Smith

Subheads SVP ABC Company

123 Anystreet

Subheads can use a large type and can also be presented in any
Anycity, CA 10001

GE Inspira weight or style. Avoid using more than 2 font styles in

subheads. Subheads may also be left or center justified but not
Without proper We can help you
set flush right. financing, bridge the gap.
even a big idea Dear Mr. Smith,

can come When determination alone can’t turn your vision into reality, GE
Commercial Finance can provide assistance to bridge the gap between
concept and completion.

up short. We’re backed with local market exptertise, structuring flexibility, and the
unmatched capital resources of the GE company.

In the Western United States we’ve recently tailored several significant

transactions:

- $15, 424,000 fixed rate acquisition financing for 10 years for the Village of
the Four Seasons in San Jose, California.

- $8,000,000 low leverage, fixed rate refinancing 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.

When determination alone can’t turn your vision into a reality, Please call me at 949.477.1545 or go online to gerealestate.com.
GE Commercial Finance can provide assistance. With a diverse
and global product line, we’ll help you bridge the gap between
concept and completion. Sincerely,
To learn more, visit www.ge.com.

Lew Grace,
Managing Director

imagination at work

imagination at work

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5.05 Typography: General Use

In-Market Testing
It is understood that at times there is a desire to use alternate
fonts in select DR communications, and direct marketers may
wish for further flexibility beyond the Inspira font style to draw
In-market test of a handwritten font as a personalized message in the post script.
attention to important call-to-action messages or to highlight
important brand, product or service benefits.

Direct marketers are encouraged to perform further comparative

testing. It is requested that testing be limited to handwritten GE Money
fonts on, or within, DR components to stimulate call-to-action
and response in selected test markets.

Testing of alternate fonts is limited to handwritten fonts only. GE

Mr. B. Sample
marketers should avoid indiscriminate use of any alternate fonts 123 Any Street
Anytown, NY
in all direct communications. 12345

Request up to $25,000
and be out of debt in as little as 36 months

Dear Mr. Sample;

Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen. PNo annual fee
Funds can be deposited
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to directly into your
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to checking account
consolidate your bills and be out of debt in as little as 36 months.

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
P7.99%
APR as low as
†

Yes, it’s flexible ― you can customize your account by requesting the amount you need as You can get out
well as the length of your repayment term. of debt in as little
as 36 months
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate

PupCredit
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs. lines
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! to $25,000 †

Use your account

Sincerely,
for anything
you want

Scott Young
Vice President, Personal Finance
GE Money Bank

P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.

* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.

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5.05 Typography: General Use (continued)

Body Copy
Body copy is always set in GE Inspira Regular. 10pt is considered a
standard size, but DR specialists have flexibility to select appropriate
size for target audiences, such as using larger font sizes when This example shows the use of bolding and underlining within a letter. Adding any
targeting older prospects. Body copy should always be left justified more font style devices may make this letter look cluttered.
and full blocks of copy should not be centered or set flush right.

Leading
Type Size Leading Size
9pt and below +2pt ― use black color
9pt-24pt +3pt ― can use color for this point and larger
Raymond Hulett
Over 24pt Use appropriate leading 123 Anystreet
Anytown, USA

Font Style Devices

Direct marketers have the flexibility to draw target audience attention
through the use of font styles. These include: Special Offer: Save 20%
• Bolding text within a paragraph, subhead and Johnson Box Dear Raymond Hulett:
• Italicizing text
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
• Using ALL CAPS in a subhead
• Presenting the text in the same color as the Monogram We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
• Using a technique to highlight selected text we are giving you this special opportunity at a special price to protect your refrigerator with a
• Underlining subheads on selected text within a sentence service contract.

It’s called Service Protection Plus™ by GE and here are the benefits:
While using font style devices in direct communications can make a
• Comprehensive Coverage ― Even the best operating major appliances and home
piece easier to read and understand, using too many of these devices electronics need occasional repairs and adjustments to stay in top running condition
in combination can look cluttered or ‘junky’ and undermine the ― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
benefits of the GE Brand. Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
Section 8.0 on Direct Marketing Components explains guidelines on
the appropriate number of fonts style devices to be used per DM • Professional, Reliable Service ― By dialing the toll-free phone number listed on your
component, to ensure balance of simplicity and the inviting nature of contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
our brand expression. Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
For general use however, avoid using more than two font styles at a
time. Sincerely,

Legal/Micetype:
Stan Simpson
Legal type can appear in Inspira or, for space considerations, in Warranty Manager
another Sans Serif font such as Arial. This alternative font option is
P.S. To immediately activate your offer, please complete the enclosed application or call
only for legal type 7/9 pt. 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

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 5.06 Typography: Improper Use 1. 2. 3.
In general, do not justify copy right or use full justification
with letters, brochures, inserts or postcards. Also, do not Lorem ipsum dolor sit amet,
center all text (e.g., all copy on brochure cover), although DR Lorem ipsum
consetetur sadipscing elitr,
specialists have flexibility to center text in some applications. sed diam nonumy eirmod dolor sit amet,
tempor invidunt ut labore et Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
diam nonumy eirmod tempor invidunt ut labore et dolore
consetetur sadipscing
1. Don’t use right justification. dolore magna aliquyam erat, magna aliquyam erat, sed diam voluptua. At vero eos et ac-
cusam et justo duo dolores et ea rebum. Stet clita kasd guber- elitr, sed diam
sed diam voluptua. At vero gren, no sea takimata sanctus est Lorem ipsum dolor sit amet.
nonumy eirmod
2. Don’t use full justification. eos et accusam et justo duo Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed

dolores et ea rebum. Stet

diam nonumy eirmod tempor invidunt ut labore et dolore magna
aliquyam erat, sed diam voluptua. At vero eos et accusam et
tempor invidunt ut
3. Don’t center all text. justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
labore et dolore magna
clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum
dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eir-
4. Don’t indent paragraphs in body copy of letters or takimata sanctus est Lorem mod tempor invidunt ut labore et dolore magna aliquyam erat,
sed diam voluptua.
aliquyam erat, sed
brochures. ipsum dolor sit amet. diam voluptua.
5. Don’t use GE Inspira Bold for headlines (although
bolding key words or phrases to draw reader attention
is allowed).
6. Don’t use more than 2 font styles in subheads. 4. 5. 6.
7. Don’t use any typesize smaller than 9pt. except for legal
or mice type.
Lorem ipsum dolor sit amet, consetetur
8. Don’t use alternate font options, sans serif and Arial, outside sadipscing elitr, sed diam nonumy eirmod tempor Headline Headline Headline Headline
legal applications. invidunt ut labore et dolore magna aliquyam
erat, sed diam voluptua. At vero eos et accusam
et justo duo dolores et ea rebum. Stet clita kasd
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, SUBHEAD SUBHEAD
sed diam nonumy eirmod tempor invidunt ut labore Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
gubergren, no sea takimata sanctus est Lorem et dolore magna aliquyam erat, sed diam voluptua. At diam nonumy eirmod tempor invidunt ut labore et dolore magna
vero eos et accusam et justo duo dolores et ea rebum. aliquyam erat, sed diam voluptua. At vero eos et accusam et
ipsum dolor sit amet. justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
Stet clita kasd gubergren, no sea takimata sanctus est
takimata sanctus est Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet.
Lorem ipsum dolor sit amet, consetetur
sadipscing elitr, sed diam nonumy eirmod tempor SUBHEAD Subhead
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
invidunt ut labore et dolore magna aliquyam diam nonumy eirmod tempor invidunt ut labore et dolore magna
aliquyam erat, sed diam voluptua. At vero eos et accusam et
erat, sed diam voluptua. At vero eos et accusam justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
et justo duo dolores et ea rebum. Stet clita kasd takimata sanctus est Lorem ipsum dolor sit amet.
gubergren, no sea takimata sanctus est Lorem
ipsum dolor sit amet. Lorem ipsum dolor sit amet, Subhead Subhead
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
consetetur sadipscing elitr, sed diam nonumy diam nonumy eirmod tempor invidunt ut labore et dolore magna
eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

aliquyam erat, sed diam voluptua.

7. 8.

Headline Headline Headline Headline

Subhead Subhead Lorem ipsum dolor sit amet, consetetur sadipscing elitr,
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod
tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At sed diam nonumy eirmod tempor invidunt ut labore et
vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no
sea takimata sanctus est Lorem ipsum dolor sit amet. dolore magna aliquyam erat, sed diam voluptua. At vero
Subhead Subhead eos et accusam et justo duo dolores et ea rebum. Stet clita
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod
tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At kasd gubergren, no sea takimata sanctus est Lorem ipsum
vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no
sea takimata sanctus est Lorem ipsum dolor sit amet. dolor sit amet.
Subhead Subhead
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod
tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
diam nonumy eirmod tempor invidunt ut labore et dolore
magna aliquyam erat, sed diam voluptua. At vero eos et
accusam et justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem ipsum dolor
sit amet. Lorem ipsum dolor sit amet, consetetur sadipsc-
ing elitr, sed diam nonumy eirmod tempor invidunt ut labore
et dolore magna aliquyam erat, sed diam voluptua.

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6.0
Imagery
6.01 Introduction
6.02 Overview
6.03 Style Overview
6.04 Photography Cut-Outs
6.05 Icons
6.06 Inset Imagery
6.07 Improper Use

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6.01 Imagery: Introduction

Imagery is a universal medium used to tell

stories and make human connections. In
our new brand expression we use imagery
to communicate our offer in a compelling
and immediate way to make a meaningful
connection with all of our audiences.

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6.02 Imagery: Overview
In the past, we have not used photographs of people in our
marketing communications. In our new brand expression, we now
want to emphasize our approachable and contemporary character.
We want to show our customers that GE evolves with them through
life. We encourage use of imagery that motivates desired behavior
and shows how our customers benefit from using our products and
services.

We are a global organization and although our customers speak

many languages, our common language is visual. We encourage
you to portray our offer using imaginative and dynamic images that
will trigger a response, an emotion or call-to-action.

When using examples of our products, such as engines or plastics,

even if the photo is static, try to find an unusual or innovative way of
presenting it in combination with typography and design to trigger
response.

We also respect that in some DR applications, use of photography

that reflects the global brand style is not appropriate. DR marketers
have the flexibility to apply imagery where it makes sense.

Guidelines are provided for general use as well as specific guidelines

for direct response components. Please see Section 8.0 for more
specific examples and guidelines of imagery use in various DR
components.

imagination at work

Save up to 20%
see inside

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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. Cut-out example, envelope.
Photography
When developing envelopes and letters, use only one image per
imagination at work
page. When developing brochures or other items with multiple
panels or pages, where the objective is to provide supplemental
information on benefits/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 specific
guidelines.

Illustrations Save up to 20%

Use illustrations where photography is not available, not practical, see inside
nor appropriate, e.g., technical manuals.

Refer to Section 8.0 for detailed guidelines on imagery use by DM Non-cut-out example, invitation postcard.
component.

GE
Energy

Thinking about energy use in the future?

imagination at work

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6.04 Imagery: Photography Cut-Outs
Where possible, use cut-out versions of photographs on white
backgrounds, or close-cropped photos. Use non-cut-out imagery to
show benefit or emotion in relation to environment or to support the
proposition.

Non-cut-out images should not bleed. When an image does not

extend to the margins, use the center line as a guide for position.

When cut-outs do not bleed off a page, use the center line as a

guide for position. Do not use key line art around any photographs.

Feathered edge photography is discouraged and should be phased

out of communication.

Imagery bleeds off three edges. Imagery uses center line as a guide.

GE
Energy

Mr. John Smith

V.P.
ABC Company
123 Any Street
Anytown, NY 10000

Refreshing ideas
to save you time and money.
Dear Mr. Smith,

Energy Solutions by GE provides temporary water chilling and air conditioning

rental solutions to help you meet your seasonal challenges.

It may be worth 15 minutes of your time to contact GE if any of these

situations sound familiar:

• You’ve outgrown your process cooling capacity.

• You need supplemental comfort cooling due to expansion or change
in process.
• Production capacity limitations are delaying a new product release.

Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.

Sincerely

Bob Newton,
Sales Manager
Energy Solutions by GE

P.S. You can contact a GE representative at

1-877-555-5555 or visit gepower.com/rentals.

imagination at work

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6.05 Imagery: Icons
GE direct marketers have proven the effectiveness of using icons to
drive response. They are an important component of the DR tool kit.

Icons should be consistent across all GE direct response. They should

reflect the unique, organic, rounded style of the GE Inspira font.

Note Proprietary GE icon design development is in progress and

will be made available on Brand Central. The icons on this page are
suggestive placeholders.

Generic icons sourced from the Internet, as well as pictogram icons

(vs. line art) should be phased out of communication material.

Icons can appear in reverse-out or as line art on white, using

consistent monochromatic color.

Acceptable Styles

Improper Styles

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6.06 Imagery: Inset Imagery
Throughout our communications we want to express the simple
and approachable characteristics of the GE Brand. We use single
item imagery to keep our communications clean. However, there
are some instances where inset imagery, with a primary image,
assists in emphasizing the presentation or understanding of a
product or message.

When using insets, make sure there is sufficient white space, set
all text flush left and print the tagline and all text in the same color.

Inset imagery size is limited to 5% or less of the total page size.

Do not use an inset image (or images) as the primary image. Use
Illustration as an inset image on an ad. Non-cut-out as an inset image
it to support the primary image. Use of multiple inset imagery is
on a brochure.
discouraged.

GE
Energy
Convenience.
Performance.
Beauty.
Harmony.
The GE Profile Harmony™ clothes care system
has frontload wash performance with topload
convenience. The HydroWash™ system
provides thorough, yet gentle, cleaning action.

Thinking about energy use in the future? And the DuoDry™ system delivers unmatched
drying performance. What’s more, with
spacious stainless steel interiors, the Harmony
Energy solutions from GE can keep you up and running. From determining requirements and
providing temporary power to improving reliability of equipment and supporting you when you clothes care system is the largest capacity pair
need it, our expert team will ensure all your unique needs are met. Contact your local GE Energy available. There’s simply nothing quite like it.
sales representative at 1-877-PWR-4RNT to learn how you can better use energy in the future.
Or visit us online at www.gepower.com/rentals.

imagination at work

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 6.07 Imagery: Improper Use

1. Don’t use feathered edge photography on any material

(envelopes, letters, brochures, etc.).
2. Don’t use key lines around photographs. 1. 2. and 3.
3. Don’t bleed non-cut-out images.
4. Don’t use more than one image on DM components. GE Money Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
GE Money Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and line of credit with the convenience and
5. Don’t use imagery that covers more than 50% of a DM flexibility you need to do it all! flexibility you need to do it all!

component (e.g., front of brochure, front of envelope). Mr. B. Sample

Mr. B. Sample 123 Any Street
123 Any Street Anytown, NY
Anytown, NY 12345
12345

Dear Mr. Sample; Dear Mr. Sample;

Introducing a smart financial option specially designed for you. Whether you are Introducing a smart financial option specially designed for you. Whether you are thinking about
thinking about consolidating your credit card bills or taking a dream vacation, you consolidating your credit card bills or taking a dream vacation, you can now make it happen.
can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and
You are pre-qualified* for a Line of Credit from GE Money ― with a credit
a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
line up to $25,000† and a variable APR as low as 7.99%.† Use your line for
and be out of debt in as little as 36 months.
anything you want...even to consolidate your bills and be out of debt in as
little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
Yes, it’s convenient ― there are no lengthy application forms to fill out. accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
It just takes minutes to accept your account by calling 1-800-363- personal checking account.
3996. The funds can be deposited directly into your personal checking
account. Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as
the length of your repayment term.
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term. Of course, the greatest flexibility is in what you choose to do
with your funds. Consolidate your debt, take a vacation, or
Of course, the greatest flexibility is in what you choose to do with your cover unexpected expenses...it’s up to you. And, as you pay
funds. Consolidate your debt, take a vacation, or cover unexpected down your account, additional funds are available for your
expenses...it’s up to you. And, as you pay down your account, additional future needs.
funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s convenient, it’s flexible...it’s up to you!
flexible...it’s up to you!
Sincerely,
Sincerely,

Scott Young
Scott Young
Vice President, Personal Finance
Vice President, Personal Finance
GE Money Bank GE Money Bank

P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account. directly into your checking account.

* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
**,w,†Please see the reverse side for important conditions to this offer.

4. 5.

Get up to $500 Cash Back when

you renovate your kitchen with all
new GE appliances.

Go to www.ge.com to enter before December 10th!

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7.0
Tone of Voice
7.01 Overview
7.02 Optimistic, Precise and Simple
7.03 Improper Use

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7.01 Tone of Voice: Overview

Our direct response communications

should be optimistic, precise and simple.

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7.02 Tone of Voice: Optimistic, Precise and Simple

optimistic
A sense of optimism is central to our brand expression, and that sensibility
leads to imaginative and innovative communications. While direct response
can use language that creates urgency, negative selling techniques are not
consistent with the GE Brand.

precise
Sample A. Sample,
123 Anystreet
Anycity, NY, 10001

Just 15 minutes of your time could save you

up to $6,000 in monthly mortgage payments
Precision is a dimension that reflects our engineering heritage and adherence your first year.
to the principles of Six Sigma. Throughout our communications avoid jargon,
unsubstantiated claims and verbose descriptions. Use clear, specific language, Dear Mr. Sample,
charts and imagery to explain features and benefits. Other graphic design
We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money that
devices and icons can direct a reader through a DR communication, making it could save up as much as $6,000 in payments your first year.
easy to understand the benefit and desired action.
What would you do with all that extra cash? You could get started on a home renovation
product, take a special vacation, or get that new car you’ve had your eye on ― its up to you.

simple
Call us at 1-800-555-5555 today.
Our loan process is easy, quick and hassle-free.
Even if your credit is less than perfect, we can help you achieve your
financial goals. There is no cost or obligation. After 15 minutes on the
phone, we’ll immediately send you a customized loan solution.

Simplicity in our communications results in impact. It means presenting We’re GE Money and we’ve helped thousands
of people like you.
complex services and products in the clearest way we can, using proven DR
techniques. Simplicity also means avoid cluttering DR communications with For more than 125 years, GE has worked to earn the
trust of its customers. Simplify your life ― check out what
too many type, color and design devices. GE Money can do for you.

Sincerely,

Dennis Murphy
Director of Marketing
GE Money, Home Loans
This letter conveys an optimistic
tone. The benefits and required P.S. Remember, you are pre-qualified. Call GE Money at 1-800-555-5555 for a personalized
loan before this offer expires on August 20, 2006.
action are very precise. The tone,
open design, and instructions for
taking action reinforce simplicity.
Direct Response Communications
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 7.03 Tone of Voice: Improper Use

1. Don’t use any play on words or sentences with the

“imagination at work” tagline in DR copy.
2. Don’t use “negative” imagery or negative selling copy to
drive response.

2.

Don’t let this

happen to you
1.

Exclusive Invitation...

to view our most imaginative appliance ever

imagination at work

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8.0
DM Components
8.01 Introduction
8.02 Envelopes
8.03 Letters/Letterhead
8.04 Forms
8.05 Brochures, Postcards and Inserts
8.06 Dimensional Mail
8.07 Electronic Direct Response

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8.01 DM Components: Introduction

Every component of a DR package has a

role to play in driving response. Therefore
it’s important to ensure you have flexibility imagination at work

in the guidelines for each component.

At the same time, the combination of You are
components, when viewed by the target pre-approved

prospect or customer, is an opportunity to

create a GE branded “experience”.

This section focuses on applying guidelines GE Money

APR
in imagery, design and typography to
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
7.99%
unique and specialized DR package
123 AnyStreet
Anycity, NY, 10001 ― one of our lowest
rates ever
components, from envelopes to enrollment Get a loan from the
forms. comfort of your home
Dear Mr. Smith,

Getting a loan can mean lining up, filling out forms and waiting days for a decision.
Not with GE Money.

We do the hard work for you ― and you don’t have to leave the comfort of your home.

So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it’s easier than you think with a personal loan from GE Money.

Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it’s easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.

Three ways to apply ― by phone, online or mail back the

enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we’ve paid the postage for you).

Sincerely,

Sara Brown
Manager, GE Money

P.S. This low 7.99% APR offer is

extended to you until March 31st
so please consider this offer soon.

imagination at work

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8.02
Envelopes

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8.02 Envelopes: Monogram

Location
In most cases, the Monogram is placed in the top left corner on
envelopes. However, for oversized and odd shaped envelopes, DR
marketers may wish to apply the Monogram in the lower left corner
as deemed appropriate.

On envelopes only, DR marketers have the flexibility to omit the

Monogram when there is a business reason for doing so.

Refer to Section 2.0 Monogram for additional details on proper use

and lock-up relationships with architecture components and tagline.

No monogram. Monogram bottom left. Monogram top left.

You are Pre-Qualified.

Save up to $6000. Mr. Bob Smith
Vice President Mr. Bob Smith
ABC Company Vice President
Anytown, NY 100001 ABC Company
Anytown, NY 100001

Your customized Introducing a cleaner,

loan solution is inside. greener power machine.

GE Money

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8.02 Envelopes: Typography

Copy Positioning
Marketers have flexibility in choosing the appropriate type size for copy Copy lines
text on the envelope, starting at a minimum of 9 pt, but not exceeding above window. imagination at work

30% of the live area of the envelope.

Exclusive Offer Just for You!
Note Call-outs and other appropriate design devices can be applied in
addition to this rule, and do not make up part of the 30%.

Always use GE Inspira for envelope copy.

Copy can be left or center justified above or below the window, to the
right of a window, or within a call-out. Center justification is acceptable
on envelopes but should not be used for body copy on other applications
Copy lines to the
such as letters. Do not set any type flush right on the envelope. Always
right of window.
adhere to the correct clear space and safety requirements around the imagination at work

Monogram (and architecture or tagline lock-up) and postal indicia.

Return address, P.O. Box or marketing text may appear on the back of the Important Energy Savings Offer for
envelope flap (minimum 9pt size font). Property Managers.
Time sensitive. Call 1-800-363-3996 today.

Lasered Copy
Where name and address is being lasered on an envelope (no window), it
is assumed the font is GE Inspira, however if GE Inspira is unavailable any
lasered font is acceptable.
Copy lines below
Font Style window can be left imagination at work
DR marketers can use bolding, italics, underlining and selected justified or centered.
capitalization on envelopes. Avoid the use of more than two font styles.

Smart. Simple. Flexible.

Copy centered and

to the right of the imagination at work
window.

Save up to
20%

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8.02 Envelopes: Color Maintaining more
than 50% white imagination at work

Color Coverage space, though the

DR marketers have tremendous flexibility in how they can use color sidebar effectively Reduce Energy Costs
(or do not use color) in envelope design based on what is best to drive draws attention to by 20%.
response. call-to-action. Introductory Offer
• Envelopes can be white (no color, with or without copy, Monogram for Property Managers

or architecture).
• Envelopes can have full-bleed color, reverse-out Monogram and
text, using approved GE colors (See Section 4.0 Color Palette).
• Envelopes can have up to 50% color coverage with copy Red bar highlights
appearing in reverse-out, but if the Monogram is used, it must be consumer benefit imagination at work

reversed-out in white. Note that the only acceptable placement of while maintaining
a reverse-out Monogram is on a full color envelope, respecting the 50% white space.
fact that DR specialists at GE may require extensive use of color to
drive envelope open rates.
• Color coverage should be in the same color as both text and Save up to 20%
Monogram.
• Copy on color must always be reversed-out in white.

In-Market Testing The proven

DR Marketers can engage in color exploration on envelopes to effective blue color
determine effective techniques in encouraging open rates in highly differentiates the
competitive markets. This can include both degree of color coverage envelope, while
and use of dual or multiple colors. The last example on this page staying within the Save up to
illustrates a color test to explore varying degrees of coverage as GE Brand look and 20%
current guidelines state color must be less than 50% of the live feel. You are Pre-Approved
area or 100%, but nothing in between. All tests must be conducted
in controlled environments where response can be compared to
packages or components that are designed within the current brand
Color coverage is
guidelines.
an optional design GE Money

element.

Time sensitive
Call 1-800-363-3996 today.

In-market test Presorted Standard

creative sample of
U.S. Postage
PAID
¿Por qué pagar tanto en el cuidado de la salud? Downers Grove. IL

an envelope with Why pay full price for healthcare? Permit No. 236

greater than 50%

color coverage, but
less than 100%.

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8.02 Envelopes: Design Devices
The use of call-out shapes can be a compelling technique to aid open
rates. It offers you flexibility in highlighting a special offer, exclusivity
or a response deadline. Violators in organic
or circular shapes
When considering call-outs, the design should be simple, organic are encouraged.
and circular in keeping with the contemporary image of the GE
Brand. Generic shapes used extensively by other companies such as
triangle violators and starbursts are to be avoided. Numerous design
o
alternatives are suggested here. upt
ve
Sa %
It is recommended that the call-out shape (such as a circle) use 20
the same color as the Monogram and copy, in keeping with the
monochromatic use of color that is key in defining the GE Brand.
Triangular
Only one dominant call-out per envelope is permitted, but text can
violators are imagination at work
appear elsewhere on the envelope.
discouraged.
Do not use horizontal key lines or lines from the historical Laser
Line Program. Look to create organic shapes and call-outs to draw
attention. o
pt
eu
av %
20
S

Circular call-outs
support the brand. imagination at work

Save
20%

Call-out shapes
that are widely imagination at work
used by other
DR marketers, or
associated with old
Save
fashioned DR are
not allowed. 20%

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8.02 Envelopes: Design Devices (continued)
The new GE Brand Guidelines for packaging provide inspiration
for use of organic, circular designs to increase appeal of
envelopes.

Circular call-out devices anchored against a background color

should always contain a feature, benefit or offer to drive open
rates.

For additional design flexibility, DR Marketers may apply

radiating lines to circular call-outs in full color or tint and will
provide consistency across branded communications in our
businesses and product packages.

Radiating lines should only be applied to circular objects.

Color and tinted radiating lines. Radiating lines in white on circular call-out.

Special Special
Offer Offer
see inside... see inside...

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8.02 Envelopes: Design Devices (continued)
Additional examples of circular and organically-driven call-out
devices.

Oval shape, copy on an angle. Use of two GE Brand approved colors.

ial
i al Off
er Spec r
Specsee inside... Offeide...
s
see in

Variation on circular violator on full color envelope. Radiating circular lines draw the eye to the call-out.

p e cial Special Offer

S r
Offeide... Save 20%
s
see In

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8.02 Envelopes: Design Devices (continued)
Examples 1, 2 and 3 shown here, are other acceptable envelope
call-out design approaches.

Example 1 Creation of a seal graphic device with copy on a slight angle.

imagination at work

���
��������
���
��� ���������������
��� ����
� ��
���
��

Example 2 Use of arrow to drive action to open.

imagination at work

Save up to
20%

Example 3 Use of call-out on an envelope using less than 50%

color coverage.

imagination at work

Special Offer
Inside

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8.02 Envelopes: Imagery
Use of cut-out or cropped imagery on envelopes is encouraged. Not Cropped photo.
only can it leverage recognition of GE print advertising and literature,
it can be a powerful technique in ensuring the mail is opened instead
of discarded.

Imagery should not cover more than 50% of the visible space on
envelopes.

Cropped photo, top and bottom bleed.

imagination at work

Keep options in focus with

Vision Care Advantage by GE.

Cropped photo, right side bleed.

imagination at work

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8.02 Envelopes: Imagery (continued)

Illustrations
Where required photography does not exist and/or where the entire
creative positioning of a product or service uses illustrations across
multi-media, the use of an illustration can be used on an envelope.

Illustrations should comply with B2C and B2B Brand Advertising

Guidelines.

Mr. Bob Smith

Vice President
ABC Company
Anytown, NY 100001

Get Connected
with this Special Offer.

Direct Response Communications

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 8.02 Envelopes: Improper Use 1. 2.

1. Don’t use copy that takes up more than 30% envelope space.
2.
3.
Don’t right justify any copy.
Don’t violate Monogram, postal indicia or architecture clear SAVE Save up to

4.
space.
Don’t use more than two font style devices or font sizes.
NOW! 50%

5. Don’t place copy in more than two locations around address

window. 3. 4.
6. Don’t use more than 50% color, unless 100% of the visible
space. imagination at work

You are pre-qualified:

7. Don’t use horizontal lines to break copy on envelopes. Line of Credit Offer Inside
SAVE up to 50%
8. Don’t use more than one color on an envelope. Act before Dec. 1
You are pre-qualified
9. Don’t use any type size smaller than 9pt.
10. Don’t right justify the Monogram or the tagline.
5. 6.

GE Money

Exclusive Invitation
SAVE 50%
Time sensitive
on selected items Call 1-800-363-3996 today

Take action before March 31st

7. 8.

GE Money

���
���� ���
���
��� ����������������
��� �������
Time sensitive ��
���

Call 1-800-363-3996 today.

9. 10.

GE Money imagination at work

Exclusive Offer Just for You

Time sensitive
Call 1-800-363-3996 today.

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 8.02 Envelopes: Improper Use (continued) 11. 12.

11. Don’t use call out shapes that are widely used by other DR
imagination at work

marketers, or that are associated with old-fashioned DR.

Save
12. Don’t use full-bleed photography.
20%
13. Don’t use reverse-out on any other application except on a full
Save up to 20%
color envelope, i.e., don’t put reverse-out text on photographs. see inside

14. Don’t use more than one photo in combination.

15. Don’t use copy on an angle or multiple call-out devices more 13. 14.
than once per side.
16. Don’t use any color other than white for negative application
of the monogram and/or tagline on full-bleed color envelopes.
17. Don’t use radiating lines on call-out objects in any other shape
than circles. Exclusive
Invitation Enter to WIN a free kitchen makeover

18. Don’t use shapes on top of shapes.

19. Don’t use triangular violators.
15. 16.
20. Don’t use photography that covers more than 50% of the
visible space. GE imagination at work

���
���� ���
���
��� ����������������
��� �������
���
Save
�� up to
o
upt 20%
ve
Sa %
20

17. 18.

imagination at work

Special Offer Special Offer

Save 20% Inside

19. 20.

imagination at work imagination at work

o
u pt
ve
Sa %
20

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8.03
Letters/Letterhead

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8.03 Letters/Letterhead: Monogram
The Monogram can be placed in the header or the footer of
a letterhead but must be left justified. Refer to Sections 2.0
Monogram and 3.0 Tagline for additional details on proper use
and lock-up relationships with architecture components and
tagline.

Monogram in footer. Monogram in header.

GE GE
Appliances Appliances

Raymond Hulett Raymond Hulett

123 Anystreet 123 Anystreet
Anytown, USA Anytown, USA

Special Offer: Save 20% Special Offer: Save 20%

Dear Raymond Hulett: Dear Raymond Hulett:

The standard warranty covering your Hotpoint refrigerator expired quite some time ago. The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

We want you to enjoy the peace of mind that comes from knowing you are protected…and We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with a we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract. service contract.

It’s called Service Protection Plus™ by GE and here are the benefits: It’s called Service Protection Plus™ by GE and here are the benefits:

• Comprehensive Coverage ― Even the best operating major appliances and home • Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150 ― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it. or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees repairs to operating components that fail during normal use, with no deductibles or fees
of any kind. of any kind.

• Professional, Reliable Service ― By dialing the toll-free phone number listed on your • Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you. service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit! most repairs are completed in just one visit!

Sincerely, Sincerely,

Stan Simpson Stan Simpson

Warranty Manager Warranty Manager

P.S. To immediately activate your offer, please complete the enclosed application or call P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005. 1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

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8.03 Letters/Letterhead: Typography

Font
All copy on a letter (Johnson box, sidebar, letter body copy) should appear
in GE Inspira. Alternate lasered fonts for body copy (e.g. Times) should not
be used unless there are extenuating circumstances (e.g. preferred vendor
cannot laser GE Inspira font within allowable budget for project).

You can make full use of font styles to pull the reader through the letter:
• Selective bolding of words within heads and paragraphs.
• Selective use of italics and underlining.
• Very limited use of capitalization.
• Larger fonts for Johnson Box, sidebar copy, letter breakers.
• Contrast letter body copy font in black with other copy in the
monochromatic color selected.

In-Market Testing
Testing of alternate fonts is limited to handwritten fonts only. The use of
a handwritten font on, or within, a component is only appropriate when
performing comparative testing in select test markets, where the use of
the handwritten font is drawing attention and stimulating response to
a call-to-action, to highlight brand, product or service benefit or when
appropriately used in a "personalized" message.

GE marketers should avoid indiscriminate use of any alternate fonts in all

direct communications.
All copy in GE Inspira. Body copy in alternate font. In-market test of a handwritten font as a
personalized message in the post script.

GE Money GE Money GE Money

Mr. B. Sample Mr. B. Sample Mr. B. Sample

123 Any Street 123 Any Street 123 Any Street
Anytown, NY Anytown, NY Anytown, NY
12345 12345 12345

Request up to $25,000 Request up to $25,000 Request up to $25,000

and be out of debt in as little as 36 months and be out of debt in as little as 36 months and be out of debt in as little as 36 months

Dear Mr. Sample; Dear Mr. Sample; Dear Mr. Sample;

Introducing a smart financial option specially designed for you. Whether you are thinking Introducing a smart financial option specially designed for you. Whether you are
PNo annual fee PNo annual fee
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
Funds can be deposited
thinking about consolidating your credit card bills or taking a dream vacation, you can
now make it happen.
Funds can be deposited
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen. PNo annual fee
Funds can be deposited
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to directly into your You are pre-qualified* for a Line of Credit from GE Money — with a credit line directly into your You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to directly into your
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to checking account up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything you checking account $25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to checking account
consolidate your bills and be out of debt in as little as 36 months. want...even to consolidate your bills and be out of debt in as little as 36 months. consolidate your bills and be out of debt in as little as 36 months.

Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
P7.99%
APR as low as
†
Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes
minutes to accept your account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account.
P7.99%
APR as low as
†
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
P7.99%
APR as low as
†

You can get out You can get out You can get out
Yes, it’s flexible ― you can customize your account by requesting the amount you need as Yes, it’s flexible — you can customize your account by requesting the amount you Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term. of debt in as little need as well as the length of your repayment term. of debt in as little well as the length of your repayment term. of debt in as little
as 36 months as 36 months as 36 months
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate Of course, the greatest flexibility is in what you choose to do with your funds. Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you.
PupCredit PupCredit
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay

PupCredit
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs. lines And, as you pay down your account, additional funds are available for your future lines down your account, additional funds are available for your future needs. lines
needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! to $25,000 †
to $25,000 †
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! to $25,000 †

Use your account Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up Use your account Use your account
Sincerely, to you! Sincerely,
for anything for anything for anything
you want Sincerely, you want you want
Scott Young Scott Young
Vice President, Personal Finance Vice President, Personal Finance
GE Money Bank Scott Young GE Money Bank
Vice President, Personal Finance
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the GE Money Bank P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account. money directly into your checking account.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
the money directly into your checking account. * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid. this offer is no longer valid.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
**,w,†Please see the reverse side for important conditions to this offer. GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, **,w,†Please see the reverse side for important conditions to this offer.
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications

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8.03 Letters/Letterhead: Typography (continued)

Justification
Body copy should always be justified left, with no indenting.

Johnson boxes, headlines and subheads can be justified left or

centered. When necessary, they can be justified right providing
flexibility to use top of letter real estate for the Johnson Box.

Sidebars and call-outs should always be placed on the right

side of letterhead to allow for copy to be justified left and to limit
interference with the GE Brand.

Johnson Box left justified, call-out Johnson Box right justified, sidebar Letter with copy indented. Letter with sidebar on left hand side.
on right hand side. on right side of letter.

Convenient and Flexible GE Convenient and Flexible

GE Money Convenient and Flexible GE Money GE Money
It’s the Line of Credit from GE Money ― a personal It’s the Line of Credit from GE Money ― a personal Appliances ACT NOW TO RECEIVE It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and line of credit with the convenience and
line of credit with the convenience and flexibility
flexibility you need to do it all!
20% SAVINGS flexibility you need to do it all!
you need to do it all! 1-800-626-2224
www.GEAppliances.com/spp
Mr. B. Sample
123 Any Street Raymond Hulett Mr. B. Sample
Anytown, NY 127 Southend Blvd. 123 Any Street
Mr. B. Sample 12345 Lufkin, TX 75901-3927 Anytown, NY
123 Any Street 12345
Anytown, NY
12345 Dear Mr. Sample;
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen. Dear Raymond Hulett: Introducing a smart financial option specially designed for you. Whether you are thinking about
Dear Mr. Sample; consolidating your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† • No annual fee
Introducing a smart financial option specially designed for you. Whether you are thinking about and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your The standard warranty covering your Hotpoint refrigerator expired quite some • No annual fee You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
consolidating your credit card bills or taking a dream vacation, you can now make it time ago.
happen.
bills and be out of debt in as little as 36 months.
• You can get out Coverage and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
bills and be out of debt in as little as 36 months.
of debt in as little • You can get out
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your as 36 months
We want you to enjoy the peace of mind that comes from knowing you are includes of debt in as little Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything • No annual fee protected…and that you won’t have to pay for any unexpected repairs or needed
you want...even to consolidate your bills and be out of debt in as little as 36 • APR as low
personal checking account.
adjustments. That’s why we are giving you this special opportunity at a special price to all expenses as 36 months accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
• APR as low as 7.99%†
months.
as 7.99%†
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
protect your refrigerator with a service contract called GE Service Protection Plus.
for functional • APR as low as 7.99%†
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
• Credit lines
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just
takes minutes to accept your account by calling 1-800-363-3996. The funds
• Credit lines up If your goal is to eliminate $10,000 of debt,
up to $25,000† COMPREHENSIVE COVERAGE replacement • Credit lines
the length of your repayment term.
to $25,000† your strategy might be: If your goal is to eliminate $10,000 of debt,
can be deposited directly into your personal checking account.
Requested Amount Request $10,000
parts and up to $25,000†
your strategy might be:
• No prepayment Even the best operating major appliances and home electronics need occasional
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term. Call Toll Free:
Repayment Term
Monthly Payment
Request 48 months
$245 (based on a 7.99% APR) penalty repairs and adjustments to stay in top running condition – especially as they grow older. labor • No prepayment Requested Amount
Repayment Term
Request $10,000
Request 48 months
Today, just one service call alone can easily cost $150 or more! But with Service Protection penalty
Of course, the greatest flexibility is in what you choose to do with your funds. 1-800-363-3996 Success! You could be debt-free in 48 months! Based on an APR of 7.99%w • Use your account Plus from GE, you receive service as often as you need it. Your coverage includes all
Monthly Payment $245 (based on a 7.99% APR)

Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to

you. And, as you pay down your account, additional funds are available for your future
needs.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
for anything
you want
expenses for functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
P Range • Use your account
for anything
Success! You could be debt-free in 48 months! Based on an APR of 7.99%w

debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your you want Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
account, additional funds are available for your future needs.
• Funds can be PROFESSIONAL, RELIABLE SERVICE
P Refrigerator debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly • Funds can be
Sincerely,
Sincerely,
into your checking By dialing the toll-free phone number listed on your contract, you avoid all the
P Dishwasher deposited directly Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
account into your checking
guesswork and hassle of choosing a dependable, qualified service provider. We schedule
service promptly – at a time that is convenient for you. Our expert technicians are trained to P Dryer account Sincerely,
Scott Young repair your brand and model of major appliance or electronics. They use advanced diagnostic
Vice President, Personal Finance
GE Money Bank
Scott Young
Vice President, Personal Finance
tools and only quality replacement parts, so most repairs are completed in P Microwave Scott Young
GE Money Bank just one visit! Vice President, Personal Finance
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money GE Money Bank
directly into your checking account. * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid. P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.

Direct Response Communications

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8.03 Letters/Letterhead: Design Devices

Sidebars and reverse-out bars

Sidebars should always appear on the right side of a letter to
ensure it does not interfere with the layout of the brand and
architecture lock-up.

Sidebars can be reversed-out in white on a GE approved color, or

separated from letter text with a vertical line.

Copy alignment within sidebars and reverse-out bars (vertically

positioned) are considered flexible within the DR marketers toolkit.
Text can be aligned left, center, or right.

Use of gradient color or tints in sidebars is acceptable if it is dark

enough for reverse-out type.

Setting sidebars within rounded, organic shapes is also acceptable.

Sidebar colors should be the same as the Monogram for

monochromatic branding consistency.

Reverse-out sidebar on right side of Sidebar on right hand side, defined by a Rounded sidebar allows for creative Gradient sidebar with bullets highlights
letter. colored line. flexibility within GE Brand guidelines. features and important benefits to the
consumer.

Convenient and Flexible GE GE

GE Money GE Money
It’s the Line of Credit from GE Money ― a personal Appliances ACT NOW TO RECEIVE Appliances ACT NOW TO RECEIVE
line of credit with the convenience and
20% SAVINGS
20% SAVINGS
flexibility you need to do it all! Get a Line of Credit
1-800-626-2224
from GE Money for up to www.GEAppliances.com/spp
Mr. B. Sample
123 Any Street
Anytown, NY
$25,000 Mr. Bob Smith
123 Any Street
Mr. Bob Smith
123 Any Street
12345 Anytown, TX 00000-0000 Anytown, TX 00000-0000
Mr. B. Sample
123 Any Street
Dear Mr. Sample; Anytown, NY
12345
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Smith: Dear Mr. Smith:
Dear Mr. Sample;
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† • No annual fee
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your Introducing a smart financial option specially designed for you. Whether you are thinking
The standard warranty covering your Hotpoint refrigerator expired quite some The standard warranty covering your Hotpoint refrigerator expired quite some 1-800-626-2224
bills and be out of debt in as little as 36 months. • No annual fee time ago. time ago.

Special
• You can get out about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to of debt in as little
• You can get out We want you to enjoy the peace of mind that comes from knowing you are We want you to enjoy the peace of mind that comes from knowing you are
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your as 36 months You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to protected…and that you won’t have to pay for any unexpected repairs or needed Coverage includes
Offer:
personal checking account. of debt in as little protected…and that you won’t have to pay for any unexpected repairs or needed
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
toconsolidate your bills and be out of debt in as little as 36 months. as 36 months adjustments. That’s why we are giving you this special opportunity at a special price adjustments. That’s why we are giving you this special opportunity at a special all expenses for
• APR as low as 7.99%†
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
to protect your refrigerator with a service contract. price to protect your refrigerator with a service contract called Service Protection functional
Plus from GE.
• Credit lines
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
• APR as low as 7.99%† replacement parts
If your goal is to eliminate $10,000 of debt,
your strategy might be: up to $25,000†
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
It’s called Service Protection Plus™ by GE and here are the benefits: Coverage on and labor
Comprehensive Coverage
4
Requested Amount Request $10,000
• Credit lines • COMPREHENSIVE COVERAGE – Even the best operating major appliances and
• No prepayment Yes, it’s flexible ― you can customize your account by requesting the amount you need as
Repayment Term Request 48 months up to $25,000† home electronics need occasional repairs and adjustments to stay in top
Monthly Payment $245 (based on a 7.99% APR) penalty well as the length of your repayment term.
running condition – especially as they grow older. Today, just one service call
major
Even the best operating major appliances and home electronics need occasional
repairs and adjustments to stay in top running condition – especially as they grow
P Range
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate • No prepayment alone can easily cost $150 or more! But with Service Protection Plus from GE,
Success! You could be debt-free in 48 months! Based on an APR of 7.99%w • Use your account
for anything
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
penalty you receive service as often as you need it. Your coverage includes all expenses appliances
older. Today, just one service call alone can easily cost $150 or more! But with
Service Protection Plus, you receive service as often as you need it. Your coverage
P Refrigerator
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your for functional replacement parts and labor on repairs to operating components
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
you want
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! • Use your account that fail during normal use, with no deductibles or fees of any kind. for only includes all expenses for functional replacement parts and labor on repairs to
operating components that fail during normal use, with no deductibles or fees of P Dishwasher
account, additional funds are available for your future needs.
• Funds can be for anything any kind.
$
229.00 P Dryer
Sincerely, • PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly you want
listed on your contract, you avoid all the guesswork and hassle of choosing a
into your checking Professional, Reliable Service
Sincerely,
account
Scott Young
• Funds can be
dependable, qualified service provider. We schedule service promptly – at a
time that is convenient for you. Our expert technicians are trained to repair
P Microwave
Vice President, Personal Finance deposited directly your brand and model of major appliance or electronics. They use advanced By dialing the toll-free phone number listed on your contract, you avoid all the
into your checking Call Toll Free
GE Money Bank diagnostic tools and only quality replacement parts, so most repairs are guesswork and hassle of choosing a dependable, qualified service provider.
Scott Young
Vice President, Personal Finance
account completed in just one visit! 1-800-626-2224 We schedule service promptly – at a time that is convenient for you. Our expert
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the technicians are trained to repair your brand and model of major appliance or
GE Money Bank money directly into your checking account.
• IMMEDIATE ACTIVATION – If you return your completed application, or call toll- electronics. They use advanced diagnostic tools and only quality replacement
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before parts, so most repairs are completed in just one visit!
offer is no longer valid. September 5, 2005.

Direct Response Communications

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8.03 Letters/Letterhead: Design

Call-outs
Circles and other shapes can be used to draw reader attention Both these examples call out the offer, key features or benefits within fluid and
to the call-to-action or key benefits. Try to use no more than one organic shapes.
design shape on a single page to maintain balance of white space
with facts presented in the letter. GE Money Convenient and Flexible
GE Money
It’s the Line of Credit from GE Money ― a personal
Mr. Bob Smith
APR

7.99%
line of credit with the convenience and flexibility
V.P. Environmental Controls
you need to do it all! ABC Company

These shapes should appear fluid and organic in design style to 123 AnyStreet
Anycity, NY, 10001 ― one of our lowest

express our contemporary image. Violators on letterhead are in rates ever

Mr. B. Sample
123 Any Street Get a loan from the
contrast to organic design and should be avoided. Anytown, NY
12345
comfort of your home
Dear Mr. Sample; Dear Mr. Smith,

Call-outs should appear in the same color used as the Monogram,

Introducing a smart financial option specially designed for you. Whether you are thinking about Getting a loan can mean lining up, filling out forms and waiting days for a decision.
consolidating your credit card bills or taking a dream vacation, you can now make it Not with GE Money.
happen.
We do the hard work for you ― and you don’t have to leave the comfort of your home.

in keeping with monochromatic approach to color use. You are pre-qualified* for a Line of Credit from GE Money ― with a credit line
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything
you want...even to consolidate your bills and be out of debt in as little as 36
months.
• No annual fee
• APR as low
So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it’s easier than you think with a personal loan from GE Money.
as 7.99%†
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just • Credit lines up Our most valued customers qualify for one of our best rates
takes minutes to accept your account by calling 1-800-363-3996. The funds ever ― 7.99% APR.
to $25,000†
Direct marketers may wish for greater flexibility in the use of call-
can be deposited directly into your personal checking account.

Yes, it’s flexible ― you can customize your account by requesting the Applying for a loan is easy, and once your loan has been approved, it’s easy to get
amount you need as well as the length of your repayment term. Call Toll Free: your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)

outs to distinguish direct communications from previous mailings

payment directly to your bank account and the money is there – ready for you when
Of course, the greatest flexibility is in what you choose to do with your funds. 1-800-363-3996 you need it.
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to
you. And, as you pay down your account, additional funds are available for your future

and to draw attention to important product and service benefits needs. Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!

or a call-to-action. Below, is a creative sample that shows the use

Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
Sincerely,
mail in the enclosed application (we’ve paid the postage for you).

Sincerely,

of a sticky note, to highlight a call-to-action. Scott Young

Vice President, Personal Finance
GE Money Bank
Sara Brown
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money Manager, GE Money
directly into your checking account.
P.S. This low 7.99% APR offer is
extended to you until March 31st
so please consider this offer soon.

imagination at work

Creative sample of the use of a sticky note Triangular violators and hard-edge shapes are inconsistent with the GE
on letterhead. Brand look and feel.

GE Sa
GE Money Convenient and Flexible ve
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
2 0%
Raymond Hulett
Mr. B. Sample 127 Southend Blvd.
123 Any Street Lufkin, TX 75901-3927
Anytown, NY
12345

Dear Mr. Sample; ACT NOW TO RECEIVE up to 20% SAVINGS

Introducing a smart financial option specially designed for you. Whether you are thinking about consolidating Dear Raymond Hulett:
your credit card bills or taking a dream vacation, you can now make it happen.
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a variable
APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills and be out of debt in
as little as 36 months. We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t
have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special
Yes, it’s convenient ― there are no lengthy application • No annual fee opportunity at a special price to protect your refrigerator with a service contract.
forms to fill out. It just takes minutes to accept your
account by calling 1-800-363-3996. The funds can be
• APR as low as 7.99%†
deposited directly into your personal checking account. • Credit lines up to $25,000† It’s called Service Protection Plus™ and here are the benefits:

Yes, it’s flexible ― you can customize your account by • COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need
requesting the amount you need as well as the length of Call Toll Free: occasional repairs and adjustments to stay in top running condition – especially as they grow older.
your repayment term. 1-800-363-3996 Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from
Of course, the greatest flexibility is in what you choose to
GE, you receive service as often as you need it. Your coverage includes all expenses for functional
do with your funds. Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, replacement parts and labor on repairs to operating components that fail during normal use, with no
as you pay down your account, additional funds are available for your future needs. deductibles or fees of any kind.

Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you! • PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract,
Sincerely,
you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We
schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic tools
and only quality replacement parts, so most repairs are completed in just one visit!
Scott Young
Vice President, Personal Finance
GE Money Bank
• IMMEDIATE ACTIVATION – If you return your completed application, or call
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly into
your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications

Version 2.0
Page 85
8.03 Letters/Letterhead: Imagery
Use of cut-out photography, square-cut photography or
illustrations is consistent with the GE Brand. Square-cut photos
should not bleed. Using feathered edges around a photo to fit in
a designated space is not within the guidelines.

Limit the use of photographs to one per letterhead.

Photo bleeds off page. Cropped photos. Square-cut photos.

GE GE
Commercial Finance GE Money Convenient and Flexible
Energy It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
Mr. Bob Smith flexibility you need to do it all!
SVP ABC Company Mr. John Smith
123 Anystreet V.P.
Anycity, CA 10001 Mr. B. Sample
ABC Company
123 Any Street
123 Any Street Anytown, NY
Anytown, NY 10000 12345

We can help you

Refreshing ideas
bridge the gap. to save you time and money.
Dear Mr. Sample;

Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Smith, Dear Mr. Smith, You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and
a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
When determination alone can’t turn your vision into reality, GE and be out of debt in as little as 36 months.
Energy Solutions by GE provides temporary water chilling and air conditioning
Commercial Finance can provide assistance to bridge the gap between
rental solutions to help you meet your seasonal challenges. Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
concept and completion.
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
It may be worth 15 minutes of your time to contact GE if any of these personal checking account.
We’re backed with local market exptertise, structuring flexibility, and the
unmatched capital resources of the GE company. situations sound familiar: Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as
the length of your repayment term.
In the Western United States we’ve recently tailored several significant • You’ve outgrown your process cooling capacity.
transactions: • You need supplemental comfort cooling due to expansion or change Of course, the greatest flexibility is in what you choose
to do with your funds. Consolidate your debt, take a
in process. vacation, or cover unexpected expenses...it’s up to you.
- $15, 424,000 fixed rate acquisition financing for 10 years for the Village of • Production capacity limitations are delaying a new product release. And, as you pay down your account, additional funds
the Four Seasons in San Jose, California. are available for your future needs.
Cooling solutions from GE can put control back in your hands. Please take a
- $8,000,000 low leverage, fixed rate refinancing for Call 1-800-363-3996 now to accept your account. It’s
few minutes to look through the enclosed materials and then contact us to
10 years for The Aspens in Avon, Colorado. convenient, it’s flexible...it’s up to you!
learn how we can customize a solution to save you time and money.
So whatever your vision, GE would be pleased to Sincerely,
talk to you about how we can get your deal Sincerely
done fast.
Scott Young
Please call me at 949.477.1545 or go online to gerealestate.com. Vice President, Personal Finance
Bob Newton, GE Money Bank
Sales Manager P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
Sincerely, Energy Solutions by GE directly into your checking account.

* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
P.S. You can contact a GE representative at GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this

Lew Grace, 1-877-555-5555 or visit gepower.com/rentals. offer is no longer valid.

**,w,†Please see the reverse side for important conditions to this offer.
Managing Director

imagination at work imagination at work

Direct Response Communications

Version 2.0
Page 86
8.03 Letters/Letterhead: Color
On letterhead, white space should be 70% or more. Color bars
can be used with the reverse-out text, but should not exceed
30% of letterhead space.

Color should be used liberally throughout DR communications

including letters. However, when it’s not cost effective, letters
can appear without color. See Section 4.0 Color Palette for color
use and guidelines.

In-Market Testing
DR Marketers can explore variations in color usage (such as the
degree of color coverage or the use of dual or multiple colors)
on letterhead to determine effective techniques that drive
response.

All tests much be conducted in controlled environment, in

select markets, where response can be compared to packages
and components that comply with current brand guidelines.
30% color use on letterhead points out “what’s in it for Minimal use of color while still drawing attention to the
me” for the customer. offer as well as the GE Brand.

GE
Appliances ACT NOW
TO RECEIVE

20% SAVINGS Raymond Hulett

123 Anystreet
Raymond Hulett
123 Anystreet
1-800-626-2224 Anytown, USA

Anytown, USA

Special Offer: Save 20%

Dear Raymond Hulett: Dear Raymond Hulett:

The standard warranty covering your Hotpoint refrigerator expired quite some The standard warranty covering your Hotpoint refrigerator expired quite some time ago.

Special
time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected…and
We want you to enjoy the peace of mind that comes from knowing you are that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
protected…and that you won’t have to pay for any unexpected repairs or needed we are giving you this special opportunity at a special price to protect your refrigerator with a
adjustments. That’s why we are giving you this special opportunity at a special price
to protect your refrigerator with a service contract. Offer: service contract.

It’s called Service Protection Plus™ by GE and here are the benefits:
It’s called Service Protection Plus™ by GE and here are the benefits:
Coverage on • Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
• COMPREHENSIVE COVERAGE – Even the best operating major appliances and
home electronics need occasional repairs and adjustments to stay in top
4 major ― especially as they grow older. Today, just one service call alone can easily cost $150
running condition – especially as they grow older. Today, just one service call appliances or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
alone can easily cost $150 or more! But with Service Protection Plus, you
receive service as often as you need it. Your coverage includes all expenses for for only repairs to operating components that fail during normal use, with no deductibles or fees
functional replacement parts and labor on repairs to operating components of any kind.
that fail during normal use, with no deductibles or fees of any kind.

• PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number

$
229.00 • Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
listed on your contract, you avoid all the guesswork and hassle of choosing a
dependable, qualified service provider. We schedule service promptly – at a Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
time that is convenient for you. Our expert technicians are trained to repair Call Toll Free most repairs are completed in just one visit!
your brand and model of major appliance or electronics. They use advanced
diagnostic tools and only quality replacement parts, so most repairs are 1-800-626-2224 Sincerely,
completed in just one visit!

• IMMEDIATE ACTIVATION – If you return your completed application, or call toll-

free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before
September 5, 2005. Stan Simpson
Warranty Manager

P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.

Direct Response Communications

Version 2.0
Page 87
 8.03 Letters/Letterhead: Improper Use

1. Don’t use more than one photo per letterhead.

2. Don’t use feathered-edge photos.
3. Don’t indent paragraph copy.
4. Don’t use hard-edged call-out shapes. Opt instead for circular,
organic shapes.

1. 2. 3. 4.

Convenient and Flexible GE Convenient and Flexible

GE Money Appliances GE Money
Dream Kitchen It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
ACT NOW TO RECEIVE
20% SAVINGS
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and

Sweepstakes flexibility you need to do it all!

1-800-626-2224
flexibility you need to do it all!

www.GEAppliances.com/spp
Mr. B. Sample
123 Any Street Mr. B. Sample
Anytown, NY Mr. B. Sample Mr. B. Sample 123 Any Street
12345 123 Any Street 123 Any Street Anytown, NY
Anytown, NY Anytown, NY 12345
12345 12345

Enter to Win Dear Mr. Sample;

Dear Mr. Sample, Dear Mr. Sample; Introducing a smart financial option specially designed for you. Whether you are thinking about consolidating
Dear Mr. Sample: your credit card bills or taking a dream vacation, you can now make it happen.
Introducing a smart financial option specially designed for you. Whether you are
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt
thinking about consolidating your credit card bills or taking a dream vacation, you You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a variable
ut labore et dolore magna aliquyam erat, sed diam voluptua. can now make it happen. The standard warranty covering your Hotpoint refrigerator expired quite some APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills and be out of debt in
time ago.
At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takima- You are pre-qualified* for a Line of Credit from GE Money ― with a credit Coverage as little as 36 months.

ta sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, line up to $25,000† and a variable APR as low as 7.99%.† Use your line for
anything you want...even to consolidate your bills and be out of debt in as
We want you to enjoy the peace of mind that comes from knowing you are includes Yes, it’s convenient ― there are no lengthy application
forms to fill out. It just takes minutes to accept your
• No annual fee
sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam vo- protected…and that you won’t have to pay for any unexpected repairs or needed • APR as low as 7.99%†
luptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
little as 36 months.
adjustments. That’s why we are giving you this special opportunity at a special price to all expenses account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account. • Credit lines up to $25,000†
takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipsc-
ing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed
Yes, it’s convenient ― there are no lengthy application forms to fill out.
It just takes minutes to accept your account by calling 1-800-363-
protect your refrigerator with a service contract called GE Service Protection Plus.
for functional Yes, it’s flexible ― you can customize your account by
Call Toll Free:
diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, 3996. The funds can be deposited directly into your personal checking
COMPREHENSIVE COVERAGE replacement requesting the amount you need as well as the length of
no sea takimata sanctus est Lorem ipsum dolor sit amet. account. your repayment term. 1-800-363-3996
Yes, it’s flexible ― you can customize your account by requesting the
parts and Of course, the greatest flexibility is in what you choose to
Even the best operating major appliances and home electronics need occasional
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit prae-
amount you need as well as the length of your repayment term.
repairs and adjustments to stay in top running condition ― especially as they grow older. labor do with your funds. Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you. And,
as you pay down your account, additional funds are available for your future needs.
Of course, the greatest flexibility is in what you choose to do with your Today, just one service call alone can easily cost $150 or more! But with Service Protection
sent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
funds. Consolidate your debt, take a vacation, or cover unexpected Plus from GE, you receive service as often as you need it. Your coverage includes all Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
expenses...it’s up to you. And, as you pay down your account, additional
funds are available for your future needs.
expenses for functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
P Range Sincerely,

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse mo-
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s
flexible...it’s up to you! PROFESSIONAL, RELIABLE SERVICE
P Refrigerator
lestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dig-
Sincerely,
By dialing the toll-free phone number listed on your contract, you avoid all the
P Dishwasher Scott Young
Vice President, Personal Finance
GE Money Bank
nissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi.
guesswork and hassle of choosing a dependable, qualified service provider. We schedule
service promptly ― at a time that is convenient for you. Our expert technicians are trained P Dryer P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly into
Scott Young to repair your brand and model of major appliance or electronics. They use advanced your checking account.
Yours faithfully/sincerely Vice President, Personal Finance
GE Money Bank
diagnostic tools and only quality replacement parts, so most repairs are completed in P Microwave * If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
just one visit! GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money **,w,†Please see the reverse side for important conditions to this offer.
directly into your checking account.

* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
Martyn Durran GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
Head of Sales offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.

P.S. Lorem ipsum dolor sit amet, consetetur sadip-

scing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna

Direct Response Communications

Version 2.0
Page 88
 8.03 Letters/Letterhead: Improper Use (continued)

5. Don’t use flags or violators on letters.

6. Don’t use more than one color on letterhead, unless using
photography.
7. Don’t use any alternate fonts.
8. Don’t position sidebars on the left side of letters.

5. 6. 7. 8.

GE Sa GE Industrial
ve GE Money GE Money Convenient and Flexible
2 0%
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!

Raymond Hulett
127 Southend Blvd. Raymond Hulett
Lufkin, TX 75901-3927 127 Southend Blvd. Mr. B. Sample Mr. B. Sample
Lufkin, TX 75901-3927 123 Any Street 123 Any Street
Anytown, NY Anytown, NY
12345 12345

ACT NOW TO RECEIVE up to 20% SAVINGS Request up to $25,000

Dear Raymond Hulett:
ACT NOW TO RECEIVE up to 20% SAVINGS and be out of debt in as little as 36 months
Dear Mr. Sample;

Dear Raymond Hulett: Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
The standard warranty covering your Hotpoint refrigerator expired quite some time ago. Dear Mr. Sample; You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
• No annual fee
We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
Introducing a smart financial option specially designed for you. Whether you are
PNo annual fee
have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special We want you to enjoy the peace of mind that comes from knowing you are protected…and bills and be out of debt in as little as 36 months.
thinking about consolidating your credit card bills or taking a dream vacation, you can • You can get out
opportunity at a special price to protect your refrigerator with a service contract. that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with now make it happen. of debt in as little Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
Funds can be deposited as 36 months accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
It’s called Service Protection Plus™ and here are the benefits: a service contract. You are pre-qualified* for a Line of Credit from GE Money — with a credit line directly into your personal checking account.
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything you checking account • APR as low as 7.99%†
It’s called Service Protection Plus™ and here are the benefits: R want...even to consolidate your bills and be out of debt in as little as 36 months.
OFFE
• COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
IAL
P7.99%
occasional repairs and adjustments to stay in top running condition – especially as they grow older. the length of your repayment term.
SPEC 0-626-222 .com
Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from • COMPREHENSIVE COVERAGE – Even the best operating major
4 Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes APR as low as • Credit lines
minutes to accept your account by calling 1-800-363-3996. The funds can be up to $25,000† If your goal is to eliminate $10,000 of debt,
GE, you receive service as often as you need it. Your coverage includes all expenses for functional appliances and home electronics need occasional repairs and 0
1-8 pplianc es deposited directly into your personal checking account.
† your strategy might be:
replacement parts and labor on repairs to operating components that fail during normal use, with no adjustments to stay in top running condition – especially as they
FFER www
.GEA
IAL O
You can get out • No prepayment Requested Amount Request $10,000
grow older. Today, just one service call alone can easily cost $150 Yes, it’s flexible — you can customize your account by requesting the amount you
SPEC 0-626-222 .com
deductibles or fees of any kind. 4 Repayment Term Request 48 months
need as well as the length of your repayment term. of debt in as little penalty
or more! But with Service Protection Plus from GE, you receive Monthly Payment $245 (based on a 7.99% APR)
• PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract, service as often as you need it. Your coverage includes all 1-80 ppliances Of course, the greatest flexibility is in what you choose to do with your funds.
as 36 months
• Use your account
expenses for functional replacement parts and labor on repairs .GEA Success! You could be debt-free in 48 months!
www
Based on an APR of 7.99%w
you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you.
schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic tools
to operating components that fail during normal use, with no
deductibles or fees of any kind.
And, as you pay down your account, additional funds are available for your future
needs. PupCredit lines
to $25,000 †
for anything
you want Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
and only quality replacement parts, so most repairs are completed in just one visit!
• PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up Use your account • Funds can be
to you! deposited directly Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
• IMMEDIATE ACTIVATION – If you return your completed application, or call number listed on your contract, you avoid all the guesswork and hassle of for anything
into your checking
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005. choosing a dependable, qualified service provider. We schedule service promptly – at a Sincerely, you want Sincerely,
account
time that is convenient for you. Our expert technicians are trained to repair your brand
and model of major appliance or electronics. They use advanced diagnostic tools and
only quality replacement parts, so most repairs are completed in just one visit!
Scott Young Scott Young
Vice President, Personal Finance Vice President, Personal Finance
• IMMEDIATE ACTIVATION – If you return your completed application, or call GE Money Bank GE Money Bank
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before
September 5, 2005. P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
the money directly into your checking account. directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.

Direct Response Communications

Version 2.0
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8.04
Forms

Direct Response Communications

Version 2.0
Page 90
8.04 Forms

Monogram
The guidelines in this section, in addition to those already
stated, apply to enrollment forms, customer statements and all
other types of direct response forms.

The Monogram should appear top left or bottom left on all

stand-alone forms.

When the form is a tear-off element of a letter or brochure, only

one Monogram can appear on the entire piece.

Please see Section 2.0 for more details on Monogram use. Only one Monogram can appear. Monogram on both letter and tear-off
form is not allowed.

GE Money GE Money
Line of Credit
GE Money Convenient and Flexible Line of Credit
GE Money Convenient and Flexible
It’s the Line ofConvenient and ―
Credit from GE Money Flexible
a personal It’s the Line ofConvenient and ―
Credit from GE Money Flexible
a personal
It’s the Line of Credit from GE Money ― a personal It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and line of credit with the convenience and
line of credit with the convenience and line of credit with the convenience and
flexibility you need to
flexibility you need to dodoititall!
all! flexibility you need to
flexibility you need to dodoititall!
all!

Mr. B. Sample Mr. B. Sample

123 Any Street 123 Any Street
Anytown, NY Anytown, NY
12345 12345

• No Dear
annual
Mr. fee
Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
• No Dear
annual
Mr. fee
Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen. consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Introducing a smart financial option specially designed for you. Whether you are thinking about Introducing a smart financial option specially designed for you. Whether you are thinking about
• Youconsolidating
can get out your credit card bills or taking a dream vacation, you can now make it happen. • Youconsolidating
can get out your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a
of debt in as little variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills of debt in as little variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
as 36
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$10,000 the amount you needas well as
of debt, Yes, it’s flexible ― you can Ifcustomize
• No prepayment
your goalyouris to account
eliminateby requesting
$10,000 the amount you needas well as
of debt,
the length of your repayment term.
your strategy might be: Requested Repayment Term (months) the length of your repayment term.
your strategy might be: Requested Repayment Term (months)
penalty Amount 36 • Credit 48 lines
60 penalty Amount 36 • Credit 48 lines
60
If your goal is to eliminate $10,000 of debt, If your goal is to eliminate $10,000 of debt,
up to $25,000† up to $25,000†
monthly payment amount monthly payment amount
your strategy might be: Requested Amount Request $10,000 your strategy might be: Requested Amount Request $10,000
$25,000 $786 $612 $509 $25,000 $786 $612 $509
• Use your account Repayment Term Request 48 months $15,000 $472 $367 $305
• Use your account Repayment Term Request 48 months $15,000 $472 $367 $305
Requested Amount RequestPayment
Monthly $10,000 $245 (based on a 7.99% APR) Requested Amount RequestPayment
Monthly $10,000 $245 (based on a 7.99% APR)
for anything $10,000 $315 • No $245prepayment
$204 for anything $10,000 $315 • No $245prepayment
$204
Repayment Term Request 48 months $5,000 $157 $122 -- Repayment Term Request 48 months $5,000 $157 $122 --
you Monthly
want Payment Success!
$245 (based on a 7.99% APR) You could be debt-free in 48 months! penalty you Monthly
want Payment Success!
$245 (based on a 7.99% APR) You could be debt-free in 48 months! penalty
Based on an APR of 7.99% Based on an APR of 7.99%

• Funds can be
Success! You could be debt-free in 48 months! Based on an APR of 7.99% • Use your account
w • Funds can be
Success! You could be debt-free in 48 months! Based on an APR of 7.99% • Use your account
w

Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
deposited directly debt, take
for anything deposited directly for anything
is ina what
vacation,
youorchoose
cover unexpected
to do with expenses...it’s up to you. And, as you pay down your debt, take
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intoOfyour
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funds are available
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you want intoOfyour
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you want
debt, take a vacation, or cover unexpected up toforyou.
yourAnd,
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as needs.
you pay down your account,
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unexpected funds are available
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you pay down your
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account, additional funds Call
are 1-800-363-3996
available for your future needs. account
account, additional funds Call
are 1-800-363-3996
available for your future needs.
now to accept your account. It’s convenient, it’s flexible...it’s up to you! now to accept your account. It’s convenient, it’s flexible...it’s up to you!
• Funds can be • Funds can be
Call 1-800-363-3996 now Sincerely,
to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly Call 1-800-363-3996 now Sincerely,
to accept your account. It’s convenient, it’s flexible...it’s up to you! deposited directly
into your checking into your checking
Sincerely, Sincerely,
account account
Scott Young Scott Young
Vice President, Personal Finance Vice President, Personal Finance
Scott Young GE Money Bank Scott Young GE Money Bank
Vice President, Personal Finance Vice President, Personal Finance
GE Money Bank P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly GE Money Bank P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly
into your checking account. into your checking account.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* *If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. directly into your checking account.
* *If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name.
To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a
GE Money Line of Credit, this offer is no longer valid. GE Money Line of Credit, this offer is no longer valid.
**, ,†Please see the reverse side for important conditions to this offer. **, ,†Please see the reverse side for important conditions to this offer.
PR-LtrB7-06/05 PR-LtrB7-06/05

PHONE-IN
PHONE-IN MAIL-IN
MAIL-INACCEPTANCE
ACCEPTANCEFORM
FORM PHONE-IN
PHONE-IN MAIL-IN
MAIL-INACCEPTANCE
ACCEPTANCEFORM
FORM

Yes, you can accept

accept Yes, you can accept
accept
now,
your account now, now,
your account now,
it takes
it takes just
just minutes!
minutes! it takes
it takes just
just minutes!
minutes!
REQUESTED AMOUNT † REQUESTED REPAYMENT TERM † REQUESTED AMOUNT † REQUESTED REPAYMENT TERM †
Call Toll Free 24 36 48 60 72 84 (months) Call Toll Free 24 36 48 60 72 84 (months)
Call Toll Free
1-800-363-3996 SOCIAL SECURITY NUMBER DATE OF BIRTH (MM/DD/YY) BEST TIME TO CALL (HH:MM) Call Toll Free
1-800-363-3996 SOCIAL SECURITY NUMBER DATE OF BIRTH (MM/DD/YY) BEST TIME TO CALL (HH:MM)
am pm am pm
1-800-363-3996
Monday - Friday: 10 AM - 9 PM (EST) HOME PHONE WORK PHONE CELL / OTHER PHONE WHERE WE MAY CALL YOU 1-800-363-3996
Monday - Friday: 10 AM - 9 PM (EST) HOME PHONE WORK PHONE CELL / OTHER PHONE WHERE WE MAY CALL YOU
Saturday: 10 AM - 6 PM (EST) Saturday: 10 AM - 6 PM (EST)
Monday - Friday: 10 AM - 9 PM (EST) Monday - Friday: 10 AM - 9 PM (EST)
Saturday: 10 AM - 6 PM (EST) TOTAL HOUSEHOLD INCOME* PROVIDE A 4-DIGIT SECURITY CODE DO YOU: Saturday: 10 AM - 6 PM (EST) TOTAL HOUSEHOLD INCOME* PROVIDE A 4-DIGIT SECURITY CODE DO YOU:
A GE Money own rent other A GE Money own rent other
specialist
A GE Money is waiting for All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not specialist
A GE Money is waiting for All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not
be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be
your request.
specialist is waiting for governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you
your request.
specialist is waiting for governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you
your request. send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement
contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or
your request. send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement
contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or
Or complete the information at right Or complete the information at right
have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse
and mail in the
Or complete theenclosed envelope.
information at right side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you and mail in the
Or complete theenclosed envelope.
information at right side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you
and mail in the enclosed envelope. when you open an account. We will use your name, address, date of birth, and other information for this purpose. and mail in the enclosed envelope. when you open an account. We will use your name, address, date of birth, and other information for this purpose.
SIGNATURE DATE SIGNATURE DATE

Direct Response Communications

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8.04 Forms: Design
The simplicity of GE’s brand characteristics can be brought
to life in forms and statements. Forms should provide simple,
precise instructions to make it easy for the target audience to
understand and respond to.

Reverse-out bars and tinted bars can be used to increase

readability and make it easy to separate and view information.
o
The monochromatic use of color should apply to forms as
l y t o day t
much as possible, and the color selected should match other
components of the DR package.
Service Protection Plus App E 10%
by GE SAV
Typography
Always use GE Inspira for headlines, subheads and main body P orNever worry about missing a payment. Your fee is paid automatically through your checking account
credit card.
copy.
P Unlimited service calls from specially trained technicians.
Headlines and Subheads P You pay nothing for repairs to operating components that fail during normal use.
Headlines and subheads can be justified left or centered. Don’t P Apply today with our easy 3-step process.
set any headlines or subheads on forms flush right.
Please complete and mail back this contract application to:
Body copy Service Address:
All instructional body copy text on forms should appear in Dan Steen
80 Washington PL
GE Inspira font. Body copy should never be larger than Ridgewood, NJ, 07450

headlines or subheads. For space considerations, an alternative

sans serif font can be used within data capture sections of Step One: Select Products to be Covered
forms. Legal or mice type copy smaller than 9 pt should appear
Product Model # Price for 1 Year Plan Discount
in GE Inspira however, when deemed appropriate, an alternate Dishwasher 12345 $56.95 $51.95
sans serif font can be used. Microwave 67891 $35.95 $29.95

Step Two: Select Length of Coverage

One Year 3 paymenst of $XX OR Total $XX.XX
Two Year 3 payments of $XX OR Total $XX.XX
Three Year 3 payments of $XX OR Total $XX.XX

Step Three: Select Payment of Your Choice

Credit Card
Bill my credit card Visa Mastercard Discover
Card # Expires /
Check
Enclosed is my check or money order.

Use of color and white Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat,
sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem

space are effective at ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore
magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata
sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut
laddering a consumer labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,
no sea takimata sanctus est Lorem ipsum dolor sit amet.

through the information in

a clear and simple manner.
Direct Response Communications
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8.04 Forms: Design (continued)
The examples below show flexibility in using color and fonts
in form design to make it easier for customers to understand
and complete forms, while still reinforcing the GE Brand.
Examples 2,3 and 4 all utilize GE Inspira for heads, subheads
and instructional copy and a more condensed Sans Serif font
in data capture sections. These examples also show options in
how color and tinting can be applied.

Example 1 Subheads are not in GE Example 2 Use of rounded edges on Example 3 Limited use of reverse-out Example 4 Use of 15% tint to focus
Inspira. Drop shadow boxes are not boxes, heads and subheads in GE bars makes it simple for consumers to attention on sections to be filled out.
appropriate for the GE brand. Inspira, left justified. see different sections of the form. Use
of alternate line shading (up to 15%
tint) increases ease of readability.

Loan Agreement Form Agreement No.

Ref: Loan Agreement Form

Agreement No.
Ref: Loan Agreement Form Agreement No.
Ref: Loan Agreement Form
Agreement No.

Ref:
Regulated by the Consumer Credit Act, 2006. Customer No:
Customer No: Customer No: Customer No:
Email: [email protected]
www.gemoney.ie

1 Your Information 1. Your Information 1 Your Information

Name 1 Occupation Salary Name Occupation Salary Name Occupation Salary
1 Your Information Address Length of time in current employment? Years Months Address Length of time in current employment? Years Months Address Length of time in current employment? Years Months
Phone (h) (w) (m) Phone (h) (w) (m) Phone (h) (w) (m)
Name 1 Occupation Salary
Date of Birth Can we contact you at work? YES NO Date of Birth Can we contact you at work? YES NO Date of Birth Can we contact you at work? YES NO
Address Length of time in current employment? Years Months Residential Status: Homeowner Tenant Living with Parents Residential Status: Homeowner Tenant Living with Parents Residential Status: Homeowner Tenant Living with Parents
Marital Status: Single Married Widowed Separated Marital Status: Single Married Widowed Separated Marital Status: Single Married Widowed Separated
Phone (h) (w) (m) Length of time at address Years Months Length of time at address Years Months Length of time at address Years Months
Purpose of this Loan Purpose of this Loan Purpose of this Loan
Date of Birth Can we contact you at work? YES NO Work Name Work Name Work Name
Residential Status: Homeowner Tenant Living with Parents Mortgage/Rent: per month Mortgage/Rent: per month Mortgage/Rent: per month
Marital Status: Single Married Widowed Separated Work Address Work Address Work Address
Length of time at address Years Months Other Loans: per month Other Loans: per month Other Loans: per month
Purpose of this Loan
Work Name
Mortgage/Rent: per month
Work Address
Other Loans: per month
2 Your Loan Details 2. Your Loan Details 2 Your Loan Details
With Payment Protection Without Payment Protection With Payment Protection Without Payment Protection With Payment Protection Without Payment Protection
2 Your Loan Details 1. Amount of Credit Limit 1. Amount of Credit Limit 1. Amount of Credit Limit
2. Period of Agreement Months Months 2. Period of Agreement Months Months 2. Period of Agreement Months Months
With Payment Protection Without Payment Protection
3. Frequency of Repayment Instalments Monthly Monthly 3. Frequency of Repayment Instalments Monthly Monthly 3. Frequency of Repayment Instalments Monthly Monthly
1. Amount of Credit Limit
4. Amount of Each Instalment 4. Amount of Each Instalment 4. Amount of Each Instalment
2. Period of Agreement Months Months
5. APR 5. APR 5. APR
3. Frequency of Repayment Instalments Monthly Monthly
6. Number of Repayment Instalments 6. Number of Repayment Instalments 6. Number of Repayment Instalments
4. Amount of Each Instalment
7. Total Amount Advanced 7. Total Amount Advanced 7. Total Amount Advanced
5. APR
8. Interest Rate Variable Variable 8. Interest Rate Variable Variable 8. Interest Rate Variable Variable
6. Number of Repayment Instalments
7. Total Amount Advanced NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below. NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below. NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.

8. Interest Rate Variable Variable

NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.
3 Payment Protection Plan 3. Payment Protection Plan 3 Payment Protection Plan
Please indicate the level of cover required: Please indicate the level of cover required: Please indicate the level of cover required:
3 Payment Protection Plan i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state) i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state) i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)
OR OR
OR
Please indicate the level of cover required: ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers) ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers) ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)
i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state) You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
OR
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers) read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule. Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
Customer Signature Date / / Monthly Premium Customer Signature Date / / Monthly Premium Customer Signature Date / / Monthly Premium
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.

Customer Signature Date / / Monthly Premium

4 Electronic Funds Payment Option 4. Electronic Funds Payment Option 4 Electronic Funds Payment Option
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5). called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
4 Electronic Funds Payment Option
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
Customer Signature Date / / Customer Signature Date / / Customer Signature Date / /
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5). Regulated by the Consumer Credit Act, 2006. Regulated by the Consumer Credit Act, 2006.
Customer Signature Date / / Email: [email protected] Email: [email protected]
Regulated by the Consumer Credit Act, 2006.
www.gemoney.ie www.gemoney.ie
Email: [email protected]
www.gemoney.ie

Direct Response Communications

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8.05
Brochures,
Postcards and
Inserts

Direct Response Communications

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8.05 Brochures, Postcards and Inserts: Monogram
The Monogram must be justified left and placed either on the bottom
or top of brochures and other inserts. Refer to Sections 2.0 Monogram
and 3.0 Tagline for additional details on proper use and lock-up
relationships with architecture components and tagline.

Monogram top left. Monogram bottom left.

Service Protection Plus

by GE

Benefit from Spend time

adding on. with each other.
Not a repair man.

Direct Response Communications

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8.05 Brochures, Postcards and Inserts: Typography

Headlines and Subheads

Always use GE Inspira for headlines. It is suggested that GE Inspira
regular be used, reserving bolding for key words instead of bolding
an entire headline or subhead. Headers should be presented in the
same color as the Monogram.

You have flexibility to present a call-to-action (such as a URL) in

whatever font size is reasonable for the brochure, to ensure it draws Example of a brochure cover and inside page.
the eye of the reader.

Body Copy
All body copy text in brochures and other inserts should appear Service Protection Plus Service Protection Plus
in GE Inspira font. The minimum size is suggested at 10 pt. Use of by GE
handwritten font or elegant invitation fonts should not be used
by GE
in brochures. Body copy in brochures and on other inserts should
always be justified left. Do not center or right justify copy. Do not When your appliances break, you
indent paragraphs. You have flexibility to indent bullet points or
want a repair man to arrive fast,
design spacing of copy to increase readability.
Spend time repairs to be completed in one
visit, and you want the lowest
Body copy should never be larger than headlines or subheads. See
Literature Brand Expression Guidelines for more body copy details.
with each other. cost. That’s why GE introduced
Not a repair man. Service Protection Plus.
Legal Copy
Terms and conditions can be provided in GE Inspira or an alternate
Sans Serif font. Please refer to Section 5.0 on Typography for details.

One dishwasher repair could

cost up to $300. With Service Protection Plus
by GE, you would save $200 on the repair.

Call today to save an extra 10%

1.800.555.5555
or visit
geappliances.com/services

Direct Response Communications

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8.05 Brochures, Postcards and Inserts: Design

Reverse-Out Bar Applications

Our traditional gray bar graphic device was created to contain
supplementary but necessary information relating to legal,
mandatory or country specific information.
Reverse-out bar with call-to-action.
In direct response applications, DR marketers have the flexibility
of using horizontal reverse-out bars for motivating conversion or
influencing call-to-action.

Maintain correct clear space between the Monogram and any

GE Money
lock-up relationships.

Always use GE Inspira for copy within the reverse-out bar.

Reverse-out copy in white against a color within the GE approved
color palette.

Marketers have flexibility to use a font size of their choice

provided it is appropriate and blends well with the overall design
Get a loan
of the package components.
from the comfort
of your home.
Horizontal reverse-out bars may be located across the top or
bottom of brochures, inserts or postcards and can cover a
maximum of 30% of the total size of the component.

Colored reverse-out horizontal bars on letterhead should be

avoided.

For proper use of traditional Gray Bar applications, refer to the

Advertising Guidelines on Brand Central.

1-888-555-5555
Direct Response Communications
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8.05 Brochures, Postcards and Inserts: Design (continued)

Postcard Design
In DR, the front of a postcard should leverage the typography
and imagery guidelines to make it instantly recognizable as GE,
while also offering creative flexibility.

The Monogram (and architecture levels 1, 2 and/or 3) does not

have to appear on the front of a postcard but it must appear on
at least one side. The Monogram may also appear on both the
front and back of a component.

Monogram and headlines should be monochromatic. Black text

may be used for copy if it is being lasered or there are plate
changes for localization of messages and contacts. Solution Platform is introduced on front of postcard while the Monogram and tagline appear on the back.

Trailer Fleet Services U.S. Postage

Paid

by GE
Dear Mr. Sample,

An annual check up on your trailer fleet can

Have your trailers been help you:

Mr. Bob Sample

diagnosed recently?
- Put the right mix of trailers on the road Manager
- Keep the fleet productive and profitable Fleet Services
123 Anystreet
- Stay flexible in today’s business environment Anytown, NY, 10001

Trailer Fleet Services by GE can help.

Call 1.800.555.5555 or visit
www.getrailerservices.com.

imagination at work

GE Brand architecture appears on the front of this postcard while the Monogram and tagline are printed
on both the front and the back.

GE U.S. Postage
Paid

Energy
Accuracy is everything
In emissions testing, Energy Solutions from GE, through its acquisition

accuracy is everything. of BHA Group, now offers a full range of emission

testing services. Mr. Bob Sample
VP Environmental
To find out more: ABC Company
124 Anystreet
1. Call 1.800.555.5555 Anytown, NY, 10001

2. Go online to www.ge.energy.com

3. Email [email protected]

imagination at work imagination at work

Direct Response Communications

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8.05 Brochures, Postcards and Inserts: Charts

Typography
All copy should be presented in GE Inspira. Bolding, italics,
capitalization and highlighting are design devices that can be
used in direct response. Don’t use more than 4 font styles on
these types of components to avoid clutter.

Copy can be centered or justified in any way necessary to clearly

present information.

“Highlighting” techniques can be used to draw the reader’s eye to

very specific points and differentiated benefits (e.g., savings).

Color
Charts should have a dominant color that matches the Preferred use of color on chart to Use of lines in chart and use of too many
Monogram and headlines. But both tints and secondary colors increase readability. colors detracts from the GE look and feel.
can be used from the approved GE color palette to break up
heavy copy for easy navigation of information.
Simplify your life...
Here’s an example of what one of our loan solutions
Simplify your life...
Here’s an example of what one of our loan solutions
In-Market Testing could mean to your monthly bottom line. could mean to your monthly bottom line.
Testing of alternate fonts is limited only to handwritten fonts. Debt
Total of
Balance
Total Monthly
Payments Total of Total Monthly

The use of handwritten fonts on an insert, such as a lift note, Credit Card $5,267 $105
Debt
Credit Card
Balance
$5,267
Payments
$105

is appropriate in select test markets where it is intended to Personal Unsecured Bank Loan
Department Store Credit Card
$8,996
$3,400
$209
$68
Personal Unsecured Bank Loan
Department Store Credit Card
$8,996
$3,400
$209
$68

stimulate call-to-action, to highlight important product or service Auto Loan

Home Improvement Loan
$12,400
$7,937
$292
$105
Auto Loan
Home Improvement Loan
$12,400
$7,937
$292
$105

benefits or as a “personalized message” to encourage response. First Mortgage $110,000 $769 First Mortgage
Total Before
$110,000
$148,000
$769
$1,548
Total Before $148,000 $1,548
Tests should be limited to where results can be compared against Total After GE Money
Loan Solution $155,000 $1.030
Total After GE Money
Loan Solution $155,000 $1.030

creative that complies with current brand guidelines.

Indiscriminate use of alternate fonts is discouraged and GE

Inspira should be used in all direct communications.
$1,548

$1,030
< Save $518 per month ―
that’s over $6,000 in
monthly payments
$1,548

$1,030
Save $518 per month

the first year!

Other programs may
In-market test sample of a handwritten Other programs may
lower your payments
lower your payments
Current Total Monthly Current Total Monthly even more!
lift note. Monthly
Payment
Payment After
Home Loan from
even more!
Monthly
Payment
Payment After
Home Loan from
GE Money GE Money

(1) The Bank Card payment is based on APR of 13.00% (1) The Bank Card payment is based on APR of 13.00%
(2) The Personal Unsecured Bank Loan payment is based on an APR of 13.98% (2) The Personal Unsecured Bank Loan payment is based on an APR of 13.98%
(3) The Department Store Credit Card payment is based on an APR of 20.65% (3) The Department Store Credit Card payment is based on an APR of 20.65%
GE Money (4) The Auto Loan payment is based on an APR of 6.16% (4) The Auto Loan payment is based on an APR of 6.16%
(5) The Home Improvement Loan payment is based on an APR of 9.92% (5) The Home Improvement Loan payment is based on an APR of 9.92%
(6) The First Mortgage Loan payment is based on an APR of 7.50%, (6) The First Mortgage Loan payment is based on an APR of 7.50%,
GE Money does not escrow tax and insurance payments. GE Money does not escrow tax and insurance payments.
(7) GE Money loan payment example: On a loan of $155,000 (which (7) GE Money loan payment example: On a loan of $155,000 (which
includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year
(360 payments), first mortgage of 7.31% APR nominal rate of 6.99%, (360 payments), first mortgage of 7.31% APR nominal rate of 6.99%,
monthly payments would be $1,030.18 (principal and interest only), monthly payments would be $1,030.18 (principal and interest only),
assuming home has $45,000 additional equity. assuming home has $45,000 additional equity.

Rates are shown for illustration purposes only. The rate for which you qualify will Rates are shown for illustration purposes only. The rate for which you qualify will
be based on your current financial situation. While the monthly payment may be be based on your current financial situation. While the monthly payment may be
lower, the term of the loan may be longer than the current terms of the loans being lower, the term of the loan may be longer than the current terms of the loans being
consolidated. consolidated.

©2005 GE Money Bank ©2005 GE Money Bank

GE Money is a trade name GE Money is a trade name
for GE Money Bank Member FDIC PR PQ-O6O5-L for GE Money Bank Member FDIC PR PQ-O6O5-L

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8.05 Brochures, Postcards and Inserts: Charts (continued)

Design
Where possible, increase the organic look of charts by using Avoid using square
rounded edges for boxes. Reverse-out headings and different edged boxes with Tailor your Line of Credit to Requested
Amount
Repayment Term (mths)
24 36 48

levels of color shading can be used to break up sections of charts. key lines to focus suit your needs.
$5,000 $259 $191 $157
attention on specific With the Line of Credit from GE Money, you can choose the term that
works best for you.
$4,000 $207 $153 $126
$3,000 $156 $115 —
To call attention to specific data points on a chart, it is acceptable aspects of a chart. For example, if you withdraw $4,000 at a repayment term of 36 months, $1,500 $78 — —
to use the highlighting technique, or circular call-outs. Arrows your monthly payment will only be $153.*

should have rounded versus hard edges. Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Tone on tone color

and round edges on Tailor your Line of Credit to Requested Repayment Term (mths)
Amount 24 36 48
chart with organic suit your needs.
$5,000 $259 $191 $157
shapes for call-outs. With the Line of Credit from GE Money, you can choose the term that $4,000 $207 $153 $126
works best for you. $3,000 $156 $115 ―
For example, if you withdraw $4,000 at a repayment term of 36 months, $1,500 $78 ― ―
your monthly payment will only be $153.*

Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Limited use of
a secondary Tailor your Line of Credit to Requested
Amount
Repayment Term (mths)
24 36 48
color. suit your needs.
$5,000 $259 $191 $157
With the Line of Credit from GE Money, you can choose the term that $4,000 $207 $153 $126
works best for you. $3,000 $156 $115 ―
For example, if you withdraw $4,000 at a repayment term of 36 months, $1,500 $78 ― ―
your monthly payment will only be $153.*

Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.

Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

Use of alternate
shaded lines to Tailor your Line of Credit to Requested Repayment Term (mths)
Amount 24 36 48
make chart content suit your needs.
$5,000 $259 $191 $157
easier to follow. With the Line of Credit from GE Money, you can choose the term that $4,000 $207 $153 $126
works best for you. $3,000 $156 $115 ―
Use of highlighting $1,500 $78 ― ―
For example, if you withdraw $4,000 at a repayment term of 36 months,
to draw attention your monthly payment will only be $153.*

to specific figures Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.
within a chart.
Call 1-866-747-1864 to accept your Line of Credit from GE Money today.

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 8.05 Brochures, Postcards and Inserts: Improper Use

1. Don’t set any headlines, subheads or body copy on letters

flush right.
2. Don’t use full-bleed color photography.
3. Don’t use more than one image per panel/page. This does not
apply to inset imagery.
4. Don’t place Monogram in areas other than justified left on
either the bottom or top of brochures and other inserts.

1. 2. 3. 4.

GE Money Service Protection Plus™

Service Protection Plus Call 1-800-555-5555 by GE
by GE
Home Loans You have the right to expect You have the right to expect
When your appliances break, you the very best performance from the very best performance from
want a repair man to arrive fast, your appliances and your appliances and
repairs to be completed in one home electronics... home electronics...
visit, and you want the lowest
cost. That’s why GE introduced But life isn’t But life isn’t
Service Protection Plus. perfect. perfect.

One dishwasher repair could One dishwasher repair could

cost up to $300. With GE Protection Plus, cost up to $300. With GE Protection Plus,
you could save more than $200! you could save more than $200!

That’s why GE offers... That’s why GE offers...

Service Protection Plus™ Service Protection Plus™
A comprehensive plan that covers repairs to your A comprehensive plan that covers repairs to your
One dishwasher repair could appliances and home electronics so you can stop
appliances and home electronics so you can stop
cost up to $300. With Service Protection Plus worrying about untimely problems!
worrying about untimely problems!
by GE, you would save $200 on the repair.

P NO
NO Hidden Costs. P NO
NO Hidden Costs.

Call today to save an extra 10% P NO Stress.

Deductibles. P NO Stress.
Deductibles.

P P
1.800.555.5555
or visit
geappliances.com/services 1-800-555-5555

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 8.05 Brochures, Postcards and Inserts: Improper Use

5. Don’t use flags or violators on brochures, inserts or postcards.

6. Body copy cannot be larger than headlines or subheads.
7. Don’t indent paragraphs, unless using bullets to call attention
to specific benefits or information that will help support
consumer decision-making.
8. Don’t use more than 4 font style devices, e.g., bold, highlight,
color, highlighting and all caps.

5. 6.

7.9
GE Money
AP
9% It’s refreshingly easy to top up

R
GE Capital has become GE Money. To
celebrate we’re giving our most valued
Get a home loan customers the opportunity to top up their
existing GE loan.
from the comfort Take a look at the cheque attached to the

of your home accompanying letter. That’s how much

could be yours. All you need to do is
complete the loan agreement form, telling
us how much extra you’d like to borrow.
Once your GE Money Top-Up is approved,
the money’s yours.*

Getting a little extra has never been easier.

Simply fill in your loan agreement form to-
day and return it in the FREEPOST envelope
provided or call us at

1-800-555-5555
www.gemoney.ie

7. 8.

It’s refreshingly It’s refreshingly

easy to top up EASY to top up
GE Capital has become GE Money. To celebrate we’re GE Capital has become GE Money. To celebrate
giving our most valued customers the opportunity to top up we’re giving our most valued customers the opportunity to
their existing GE loan. top up their existing GE loan.

Take a look at the cheque attached to the accompa- Take a look at the cheque attached to the
nying letter. That’s how much could be yours. All you need accompanying letter. That’s how much could be yours. All
to do is complete the loan agreement form, telling us how you need to do is complete the loan agreement form,
much extra you’d like to borrow. Once your GE Money Top- telling us how much extra you’d like to borrow. Once your
Up is approved, the money’s yours.* GE Money Top-Up is approved, the money’s yours.*

As GE Money, we’re looking to improve every aspect As GE Money, we’re looking to improve every aspect
of the service we offer. That’s why we’ve made access- of the service we offer. That’s why we’ve made accessing
ing your Top-Up easier too. With an EFT (Electronic Funds your Top-Up easier too. With an EFT (Electronic Funds
Transfer) payment, the money is paid directly into your bank Transfer) payment, the money is paid directly into your
account, so you don’t even have to bank a cheque. bank account, so you don’t even have to bank a cheque.

Getting a little extra has never been easier. Simply fill Getting a little extra has never been easier. Simply fill
in your loan agreement form today and return it in the FREE- in your loan agreement form today and return it in the FREE-
POST envelope provided or call us at POST envelope provided or call us at

1-800-555-5555 1-800-555-5555
www.gemoney.ie www.gemoney.ie

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8.06
Dimensional Mail

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8.06 Dimensional Mail: General Use
Effective DR creative occasionally goes beyond a traditional
package in an envelope. The use of different shapes and
dimensions can not only increase open rates and response, it
can play a strong role in bringing GE’s innovative, dynamic and
contemporary brand character to life in a way that is more
relevant and personal for the target audience.

Typography
Every effort should be made to ensure the concept works with
GE Inspira for heads, subheads and body copy.

Design
The exterior of dimensional pieces should pick up on the
contemporary and modern vitality of the brand.

Judgment will have to be applied on a case-by-case basis to

ensure the total concept is in alignment with the GE Brand.

Use all other DR guidelines for color, typography and imagery on

inserted components to ensure the brand is aligned, conveyed
and prominent once the reader gets inside the package.

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8.07
Electronic Direct
Response

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8.07 Electronic Direct Response: General Use
Where possible, e-mail direct response communications
should apply the same standards of design, color-use,
imagery and typography as other direct response
communications. While there are many aspects of e-mail and
e-newsletters unique to the medium, the intent should be for
target audiences to recognize synergy between the brand
online and offline. In particular, if the e-mail is a follow-up
contact to a printed ad, direct mail or a web visit, imagery
and copy in the e-mail should provide a visual and message
connection to the original source.

These brand expression guidelines are intended to apply to

e-marketing, such as blast e-mails to customers on a
database or e-mail newsletters to opt-in subscribers. They are
not intended as guidelines for one-on-one correspondence
between sales teams and existing customers. For guidelines
specific to the medium, please refer to the Website and Online
Advertising guidelines on Brand Central.

• GE Inspira font is not a commonly installed feature on

computers and therefore it is not expected that e-marketing
communications be in GE Inspira. Headlines, subheads and From:
To:
GE Money
John A. Sample
Sent: Wed 1/1/2006 12:00 PM From:
To:
GE Money
John A. Sample
Sent: Wed 1/1/2006 12:00 PM

body copy should appear in Arial (for html coding). CC: CC:
Subject: Home Loan Offer: Save $6,000 in Mortgage Payments Subject: Line of Credit Offer: Get up to $25,000

• Use of the monochromatic copy rule (Monogram, heads,

call-out boxes and other design elements all in the same
GE Money
approved color) should be used.
• Cropped photography is a defining element of the GE Brand. Get a personal line of credit for up to $25,000
While it is often necessary to use square-cut photos in with an APR as low as 7.99%.
e-mail, the use of cropped photos is encouraged. Photos Get a Loan GE Money Home Your Account Calculator

with feathered edges should not be used. Dear Mr. Sample,

• As with DR letters, copy should be justified to the left where Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
• No annual fee
• APR as low as
possible. Just 15 minutes of your time could save you
happen.

You are pre-qualified* for a Line of Credit from GE Money — with a credit line up to
7.99%†
• If using graphical devices to grab attention, the use of up to $6,000 in mortgage payments.
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
• Credit lines up
to $25,000†
rounded, organic shapes in e-mails is encouraged. Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes
minutes to accept your account by calling 1-800-363-3996. The funds can be deposited

• Brand architecture rules should be applied throughout

We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money directly into your personal checking account.
that could save you as much as $6,000 in payments your first year. Call Toll Free:
Yes, it’s flexible — you can customize your account by requesting the amount you need as
1-800-363-3996
electronic DR communications. However with respect What would you do with all that extra cash? You could get started on a home
renovation product, take a special vacation, or get that new car you’ve had your eye
well as the length of your repayment term.

Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
or click here

to “sender” lines, it is acknowledged that consumers on — it’s up to you. your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.

must be able to quickly identify who has sent them a Even if your credit is less than perfect, we can help you
achieve your financial goals. There is no cost or obligation. Call us at
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to
you!
After 15 minutes on the phone, we’ll immediately send you
communication. If an employees name is not going to be a customized loan solution. 1-800-555-5555 Sincerely,

or click here
used, in this case only, it is recommended that “GE” precede
Scott Young
For more than 125 years, GE has worked to earn the Vice President, Personal Finance
trust of its customers. Simplify your life — check out what to start the GE Money Bank

the Market or Business name with a hyphen separating GE Money can do for you.
loan process. P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.

GE from the Market or Business name. For example,

Sincerely,

Dennis Murphy
GE – Trailer Fleet Services. Director of Marketing
GE Money, Home Loans
Note there are minor exceptions to this such as GE Money.

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8.07 Electronic Direct Response: Subscribed Newsletters
Electronic newsletters should combine design standards from
both website design and direct response marketing ― particularly
since most e-newsletters link directly to GE websites. The following
are directional guidelines, in addition to those contained in the
Newsletter guidelines (check Brand Central).

• GE Inspira is a proprietary typeface and likely not recognized by

most personal computers. Therefore, Arial font is recommended
in communications.
• Design navigation bars within newsletters to visually resemble
those used on GE websites.
• Ideally, visual images in the headline or opening section of an
e-newsletter are cropped and in the style defined by the
advertising guidelines.
• Copy and headlines should be justified to the left. Use of
sidebars for navigation, surveys, and search functioning should
be located to the right, similar to direct response letters.
• Where there are inset photos or links, position these so that
copy can be justified left.
• Use of organic shapes as design elements and call-out boxes is
encouraged.

Use of three font styles in newsletter name Here, lines are narrow and the box has This version minimizes use of lines, and
detracts from recognition impact of GE rounded corners. All copy is in Arial. Copy incorporates an organic shape to draw
Inspira font. is justified left and inset square-cut images attention to the survey.
don’t interfere with justification.
From: GE – Trailer Fleet Services Sent: Wed 1/1/2006 12:00 PM From: GE – Trailer Fleet Services Sent: Wed 1/1/2006 12:00 PM From: GE – Trailer Fleet Services Sent: Wed 1/1/2006 12:00 PM
To: John A. Sample To: John A. Sample To: John A. Sample
CC: CC: CC:
Subject: Your monthly e-news update Subject: Your monthly e-news update Subject: Your monthly e-news update

December 2005

On the Move
Trailer Fleet Services e-news update
On the Move
Trailer Fleet Services e-news update
On the Move
Trailer Fleet Services e-news update
December 2005 December 2005
trailerservices.com Get A Quote Buy Equipment Remarketing Deals Locate a Branch OntheMove Archives trailerservices.com Get A Quote Buy Equipment Remarketing Deals Locate a Branch OntheMove Archives trailerservices.com Get A Quote Buy Equipment Remarketing Deals Locate a Branch OntheMove Archives

IN THIS ISSUE PRODUCT NEWS

PRODUCT NEWS Is your cargo on track? Is your cargo on track? IN THIS ISSUE Is your cargo on track? IN THIS ISSUE
- Is your cargo on track? When your customer’s cargo is at a standstill so is your business - that’s why Product News Product News
it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset When your customer’s cargo is at a standstill so is your business — that’s why it’s - Is your cargo on track? When your customer’s cargo is at a standstill so is your business - that’s why - Is your cargo on track?
ASK AN EXPERT Intelligence you can monitor, manage and optimize your trailer fleet - whether essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset
Ask An Expert it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset
- Outsourcing your trailer you rent, lease or own your trailers. Intelligence you can monitor, manage and optimize your trailer fleet — whether you Intelligence you can monitor, manage and optimize your trailer fleet - whether
Ask An Expert
maintenance - Outsourcing your trailer - Outsourcing your trailer
rent, lease or own your trailers. you rent, lease or own your trailers.
maintenance maintenance
INDUSTRY RESOURCES Want to learn more? View this short video about how VeriWiseTM Asset
- Things to do this month Intelligence can drive more revenue to your bottom line Want to learn more? View this short video about how VeriWiseTM Asset Intelligence Industry Resources Want to learn more? View this short video about how VeriWiseTM Asset Industry Resources
- Olympic Games can drive more revenue to your bottom line - Things to do this month Intelligence can drive more revenue to your bottom line - Things to do this month
Sweepstake update click here to view the video - Olympic Games - Olympic Games
click here to view the video Sweepstake update Sweepstake update
click here to view the video
Ask An Expert
Which issue in the trucking Which issue in the trucking
industry has your company
the most concerned?
GE Industry experts answer your fleet management questions
Ask An Expert industry has your company the
most concerned?
Ask An Expert Which issue in the trucking
industry has your company the
Driver shortage Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in most concerned?
Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in order to Driver shortage Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in
order to change my company’s maintenance process I need to learn more about the advan-
Fuel / Diesel prices change my company’s maintenance process I need to learn more about the advantages. Will out- order to change my company’s maintenance process I need to learn more about the Driver shortage
tages. Will outsourcing really save me money and time?
sourcing really save me money and time? Fuel / Diesel prices advantages. Will outsourcing really save me money and time?
Keeping up with technology Fuel / Diesel prices
advancements Jeff Ballew, Maintenance Management product manager, answers: Keeping up with technology
Jeff Ballew, Maintenance Management product manager, answers: Jeff Ballew, Maintenance Management product manager, answers:
Many of our leasing customers are facing the same question of whether or advancements Keeping up with technology
Equipment upgrades and Many of our leasing customers are facing the same question of whether or not to Many of our leasing customers are facing the same question of whether or
not to outsource the maintenance of their trailer fleet. There are also many advancements
remarketing old units outsource the maintenance of their trailer fleet. There are also many companies not to outsource the maintenance of their trailer fleet. There are also many
companies that own their own fleet and have turned to outsourcing because Equipment upgrades and
that own their own fleet and have turned to outsourcing because maintenance has companies that own their own fleet and have turned to outsourcing because
Maintaining & extending life maintenance has simply become a distraction from their core business remarketing old units Equipment upgrades and
of fleet simply become a distraction from their core business – such as operating a retail maintenance has simply become a distraction from their core business – such remarketing old units
– such as operating a retail store chain.
Vote store chain. Maintaining & extending life as operating a retail store chain.
of fleet Maintaining & extending life
One of the first things to evaluate is the location of your distribution and maintenance
One of the first things to evaluate is the location of your distribution and maintenance facilities in One of the first things to evaluate is the location of your distribution and maintenance of fleet
facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively
relation to your routes. Will you be able to maintain your trailers cost-effectively when they are on the facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively
when they are on the road and far away from your distribution facilities?
road and far away from your distribution facilities? Vote when they are on the road and far away from your distribution facilities?
Vote
Outsourcing with a nationwide vendor that has remote locations throughout the country or
Outsourcing with a nationwide vendor that has remote locations throughout the country or offers Outsourcing with a nationwide vendor that has remote locations throughout the country or
offers mobile maintenance units ensures that your trailers are maintained in a timely manner
mobile maintenance units ensures that your trailers are maintained in a timely manner – with little offers mobile maintenance units ensures that your trailers are maintained in a timely manner
– with little downtime. With the challenges of the driver shortage and rising fuel costs
downtime. With the challenges of the driver shortage and rising fuel costs impacting fleets this can be – with little downtime. With the challenges of the driver shortage and rising fuel costs
impacting fleets this can be another important way to help reduce costs and keep your
another important way to help reduce costs and keep your trailers on the road... impacting fleets this can be another important way to help reduce costs and keep your
trailers on the road...
trailers on the road...
click here to read more click here to read more
click here to read more

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9.0
Grids
9.01 Introduction
9.02 Overview
9.03 Construction
9.04 US Letter ― Portrait and Landscape
9.05 US Letter ― Portrait Inside Brochure
9.06 Slim Jim
9.07 Postcards
9.08 Oversized Envelope
9.09 Traditional Envelope
9.10 Construction for Other Sizes
9.11 Bleed, Trim and Live Areas

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9.01 Grids: Introduction

We have created a flexible grid system to ensure an integrated look and feel for all DR
components. The grid provides an effective way of organizing text and images on a page.
The examples show how to divide layout areas into a varying number of columns, and how to
determine correct size and position for imagery, text and charts.

This section outlines the fundamental rules for creating and using grids for envelopes,
letterhead, postcards and other DR components.

Additional grid construction guidelines are provided on Brand Central for advertising, literature
and newsletters.

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9.02 Grids: Overview
Two elements make up the grid. They are:

Image/Clear Space Guide

The outer magenta key line indicates the area in which to position
images and text.

Text Columns and Gutters

The majority of the grids in GE literature are based on a six-column
grid. The vertical cyan rules indicate body text columns with fixed
gutter spaces.

When necessary, use fewer columns.

US letter, landscape, is based on an eight-column grid.

Metric A4 full grid, portrait.

US letter full grid, portrait.

Image/clear space guide

Text columns
and gutters

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9.03 Grids: Construction
To construct a US letter size document in Adobe InDesign or
QuarkXPress, use the measurements shown at right.

This grid is six columns with a gutter of 0.2”. Adobe InDesign setup. QuarkXPress setup.

All outer margins are 0.45”.

Use a baseline grid for aligning text within the document.

Image/Clear space guide. Text area/six columns with gutters. 0.2”/5mm optional baseline grid. Full grid.

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9.04 Grids: US Letter ― Portrait and Landscape
The 8.5”x11” grid has an outer margin all around of 0.45”. The
brand architecture components, Monogram and/or tagline lock-
up and all text align with the top left margins and/or the bottom
left margins.

The portrait grid is six columns wide, the column width is flexible
and the gutter between columns is fixed at 0.2”. The landscape
grid is eight columns wide.

The Monogram size is 0.85” in diameter and the tagline and

brand architecture components are set in 18pt GE Inspira Regular
with 19pt leading.

Columns can be used as guides for spacing and aligning images,

call-out boxes, side bars and charts.

0.45” 18pt 0.2”

GE Market
Business

0.45” 0.2”
Landscape Portrait
The US letter size The US letter size
grid is eight GE Market
Business
grid is six columns
columns wide. The wide. The brand
brand architecture architecture
components, the components, the
Monogram and all Monogram and all
text align to the text align to the
left. left.

Dimensions Dimensions
Page size: 8.5”x11” Page size: 8.5”x11”

Margins Margins
0.45” all around 0.45” all around

Gutters Gutters
0.2” (space 0.2” (space
between each between each
0.45” 0.45”
column) column)
0.85” 0.45” 0.85” 0.45”
diameter diameter

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9.05 Grids: US Letter ― Portrait Inside Brochure

0.45” 0.2” 0.7”

Inside Spread GE Market

Business
The US letter size
inside spread grid is
12 columns wide. The
grid size for each page
is six columns wide.
The inside spread has
a 0.7” inside margin to
accommodate different
binding treatments.
The brand architecture
components, the
Monogram and all text
align on the left with
flexibility for top or
bottom positioning of
the Monogram.

Dimensions
Page size: 8.5”x11”
Spread size: 17”x11”

Margins
Outside, top, bottom:
0.45”; inside 0.7”

Gutters imagination at work

0.2” (space between
0.45”
each column)
0.85” 0.45”
diameter

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9.06 Grids: Slim Jim

0.35” 0.15” 0.35” 0.35” 14pt 0.15”

GE Market
Business

Inside Spread
The Slim Jim size
inside spread grid is Cover
six columns wide. The The Slim Jim size
grid for each page is cover grid is three
three columns wide. columns wide. The
The inside spread has brand architecture
a 0.35” inside margin. components, the
The brand architecture Monogram and all text
components, the align on the left with
Monogram and all text flexibility for top or
align on the left. bottom positioning of
the Monogram.
Dimensions
Page size: 3.6”x8.5” Dimensions
Spread size: 7.2”x8.5” Page size: 3.6”x8.5”

Margins Margins
0.35” all around 0.35” all around

Gutters imagination at work Gutters

0.15” (space between 0.15” (space between
0.35” 0.35”
each column) each column)
0.65” 0.35” 0.65” 0.35”
diameter diameter

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9.07 Grids: Postcards

5”x7” Postcard, Portrait.

0.35” 0.15”

GE Market
Business
Landscape
The postcard
size grid is four 5”x7” Postcard, Landscape.
columns wide. 0.35” 14pt 0.15” Portrait
The brand The postcard
architecture size grid is
components, the GE Market three columns
Monogram and all Business wide. The brand
text align to the architecture
left with flexibility components, the
of top or bottom Monogram and
positioning of the all text align to
Monogram. the left.

Dimensions Dimensions
Page size: 5”x7” Page size: 5”x7”

Margins Margins
0.35” all around 0.35” all around

Gutters Gutters
0.15” (space 0.15” (space
between each between each
0.35” 0.35”
column) column)
0.65” 0.65”
diameter diameter

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9.08 Grids: Oversized Envelope

9”x12” Envelope, portrait.

0.5” 0.2” Sample window location

Portrait
The 9”x12” envelope
grid is four columns
wide. The brand
architecture
components, and
the Monogram
align to the left.

Dimensions
Envelope size:
9”x12”

Margins
0.5” all around

Gutters imagination at work

0.2” (space between
0.5”
each column)
0.85”
diameter

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9.09 Grids: Traditional Envelope
Envelope (4.125”x9.5”).
0.35” 0.2” Sample window location

The 4.125”x9.5”
envelope grid is six
columns wide. The
brand architecture
components and
the Monogram align
to the left.

Dimensions
Envelope size:
4.125”x9.5”
imagination at work

Margins 0.35”
0.35” all around
0.65”
diameter
Gutters
0.2” (space between
each column)

Booklet Envelope (6”x9.5”).

0.35” 0.2” Sample window location

The booklet
envelope grid is six
columns wide. The
brand architecture
components and
the Monogram align
to the left.

Dimensions
Envelope size:
6”x9.5”

Margins
0.35” all around

Gutters
0.2” (space between imagination at work
each column)
0.35”

0.85”
diameter

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9.10 Grids: Construction for Other Sizes
To construct grids in sizes smaller or larger than US letter or A4,
scale the US letter or A4 grid “up” or “down” to the size that you
require. This page demonstrates how to scale the grid “up” to a
larger size.

Note In step 3, the elements are not scaled any farther. The text
columns extend vertically to meet the fixed outer margin (0.45”),
and the brand architecture components align with the top and
left outer margin.

2. Scale all elements to the larger size, until one 3. Adjust the rest of the grid to fit into new page size.
edge meets the new document size, as shown here.
0.45”

0.45”
GE Market
Business

GE Market GE Market
Business Business

1. Start grid with Monogram, tagline

and brand architecture components.

GE Market GE Market
Business Business

imagination at work imagination at work

imagination at work imagination at work

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9.11 Grids: Bleed, Trim and Live Areas

Bleed
Trim
Live

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