Brand Expression Guidelines April 2009 Partners Distributors

Third Party
Relationships
Brand Expression Guidelines
April 2009
Introduction
1.0 Third Party Lock-Up
2.0 Examples
3.0 Resources
Partners
Distributors
Dealers
Suppliers
Retailers
Introduction: Third Party Relationships
Our relationships with third parties, including manufacturers, distributors, suppliers, and direct
sales channels for GE products, are important to build our business and strengthen the GE brand.
These guidelines were developed especially for you—our third party partners.
They will help you communicate the appropriate GE brand endorsement in your marketing
programs and portray the relationship between your company and GE with the correct verbal
and visual emphasis.
With approval from your primary GE business contact, you may use the third party lock-up
described on the following pages to communicate your association with GE.
Your contact will work with you to determine appropriate language to describe your relationship
and ensure proper use of the GE brand through regular review of materials where the GE brand
appears.
If you have questions about these guidelines, please speak with your GE business contact or
email brand.questions@ge.com.
Third Party Relationship Guidelines
April 2009
Page 2
1.0
Third Party Lock-Up
1.1 Third Party Lock-Up
1.2 Components
1.3 Correct Use
1.4 Relationship Descriptors
1.5 The Monogram on its Own
1.6 Correct Use in Low Brand Awareness Markets
1.7 Translation
1.8 Lock-Up Size Relationship
1.9 Improper Use
Third Party Relationship Guidelines
April 2009
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1.1 Third Party Lock-Up
With GE business approval, certain third parties may use
the third party lock-up to communicate their association
with GE on marketing materials.
This includes manufacturers, distributors, suppliers and
direct sales channels for GE products. (Please review the
information on page 7 and work with your GE business
contact to determine which relationship descriptor is
appropriate for your particular situation.)
Third party lock-up in black
To use the third party lock-up in your materials, you
will need a copy of our GE Inspira typeface, and template
files for the lock-up. Your GE contact can download
these files for you from GE’s brand site, Brand Central
(www.ge.com/brand).
The third party lock-up is designed to support your
marketing programs. Please follow your own identity
guidelines when designing your materials and do not
employ any elements of the GE brand identity beyond
the third party lock-up.
Note: Each use of the third party lock-up must be
approved by your GE business contact and must conform
to the guidelines outlined in this document.
Distributor
Security
This example was customized for use by a distributor of GE’s
Security business. Work with your GE contact to customize a
template file for your situation.
Third Party Relationship Guidelines
April 2009
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1.2 Components
The third party lock-up contains the Monogram, and
may include up to two additional lines to describe the
relationship. (Do not use more than two lines of text below
the Monogram.)
Please work with your GE business contact to determine
which text is appropriate for your particular situation.
Third party lock-up in black
Monogram
The logo that represents GE.
Monogram
Line 1 (Relationship descriptor)
The first line is used to describe the relationship between
your company and GE. The following approved relationship
descriptors are explained in greater detail on page 7:
Partner, Distributor, Dealer, Supplier, and Retailer.
Line 2 (GE information)
The second line of the third party lock-up shows the area
of GE involved in the relationship. This line could be a
business of GE, a product of GE, or an offering from GE,
which is also referred to as a solution platform.
Please work with your GE contact to determine the
appropriate text for your situation.
Line 1 (Relationship descriptor)
Line 2 (GE information)
Distributor
Security
This example was customized for use by a distributor of GE’s
Security business. Work with your GE contact to customize a
template file for your situation.
Third Party Relationship Guidelines
April 2009
Page 5
1.3 Correct Use
Third party lock-up in black
In the third party lock-up, the Monogram and
accompanying text appear in a fixed size and
position that does not change.
Text in the third party lock-up should be set in the GE
Inspira font which your GE contact may download from
Brand Central (www.ge.com/brand).
GE’s visual program for third parties always uses a
black Monogram with black type. On dark or colored
backgrounds, you may use a white Monogram with white
type, as shown in the one-color reverse application.
To help preserve the stature of the Monogram, please
leave sufficient clear space around it. The minimum
amount of clear space is equal to 25% of the diameter of
the Monogram you use.
A template for each version of the third party lock-up is
supplied in black or reversed white on black. Please do not
change or modify the size and position of this approved
artwork.
25%
0.85"/21.75mm
Monogram diameter
Minimum clear space:
25% of the Monogram diameter
25%
25%
25%
15pt GE Inspira Bold with 17 pt leading
15pt GE Inspira Regular with 17 pt leading
Distributor
Security
Align flush left
One-color reverse application
Distributor
Security
Align flush left
Minimum size Monogram: 0.25”/6.35mm
Minimum size text: 5pt Shown here at full scale
These examples were customized for use by a distributor of GE’s
Security business. Work with your GE contact to customize a
template file for your situation.
Third Party Relationship Guidelines
April 2009
Minimum size Monogram
Distributor
Security
Page 6
1.4 Relationship Descriptors
The third party lock-ups must accurately portray the
nature of the relationship between your company and GE.
Please work with your GE contact to determine which
relationship descriptor is appropriate for your particular
situation.
Approved Relationship Descriptors
The first line is used to describe the relationship between
your company and GE. The approved relationship
descriptors are:
Partner – A distributor, supplier or manufacturer of GE
products. Can be a combination of the above. The
definition of “partner” may vary by business.
Distributor – Distributor of GE products in a business
to-business relationship.
Partner
Security
Distributor
Security
Supplier
Security
Retailer
Security
Dealer
Security
Dealer – Business-to-business or direct-to-consumer sales
channel for GE products.
Supplier – Supplier of GE products in business-to-business
relationships.
Retailer – A direct-to-consumer sales channel for GE
products.
No modifiers of any kind may be used in the third party
lock-up. For example, “Authorized Partner,” “Premiere
Supplier,” or “Gold Retailer” are not permitted.
Note: All versions of the third party lock-up must appear
in black against a white background or in white against
a dark or colored background.
These examples were customized for use by a third party to GE’s Security business. Work
with your GE contact to customize a template file for your situation.
Third Party Relationship Guidelines
April 2009
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1.5 The Monogram
The only scenario when you may use the Monogram alone
is on materials that highlight multiple partners, including GE.
The Monogram with multiple partners
When using the Monogram alone, you must state the
relationship clearly. For example, “A partnership of,” shown
with a list of logos.
Please work with your GE contact to determine if this is
appropriate for your particular situation.
The Monogram must always appear in black against a
white background or in white against a dark or colored
background, as shown in the one-color reverse application.
The minimum amount of clear space is equal to 25% of the
diameter of the Monogram you use.
Monogram in black
Minimum clear space:
25% of the Monogram diameter
25%
25%
25%
25%
One-color reverse application
“A partnership of”
Third Party Relationship Guidelines
April 2009
Page 8
1.6 Correct Use in Low Brand Awareness Markets
Certain markets are defined by GE as “Low Brand
Awareness” when they fall below a certain percentawareness threshold within a given country or region.
Third party lock-up in black
In these situations, there is an alternate version of the third
party lock-up that includes the letters, “GE”.
Please work with your GE business contact to determine if
this alternate lock-up is appropriate for your particular
situation.
A template for each version of the third party lock-up for
low brand awareness markets is supplied in black or
reversed white on black. Please do not change or modify
the size and position of this approved artwork.
GE
Distributor
Security
For detailed information on color, type and spacing, please
refer to the information on page 6.
One-color reverse application
GE
Distributor
Security
These examples were customized for use by a distributor of GE’s
Security business. Work with your GE contact to customize a
template file for your situation.
Minimum size Monogram
GE
Distributor
Security
Third Party Relationship Guidelines
April 2009
Page 9
1.7 Translation
When using the third party lock-up in non-English
communications, certain elements of the lock-up may be
translated into the local language.
Please work with your GE contact to determine whether
this is appropriate for your particular situation.
GE business names must always appear in English. Please
work with your GE contact to confirm the appropriate
business name for your situation.
The solution platform or product may appear in either
English or the local language, but must all appear in the
same language as the relationship descriptor on Line 1.
For detailed information on color, type and spacing, please
refer to the information on page 6.
Third party lock-up in black
Line 1 (Relationship descriptor)
May be translated into the local language
Distributeur
Security
Line 2 (GE information)
Business names must appear in English
(Solution platforms and products may be translated into the local language,
but must appear in the same language as the relationship descriptor.)
This example was customized for use by a distributor of GE’s Security business. Work with
your GE contact to customize a template file for your situation.
Third Party Relationship Guidelines
April 2009
Page 10
1.8 Size Relationship
When possible, the size of the GE Monogram within the
third party lock-up should be 75% of the size of your
company identity/logo.
To help preserve the stature of the Monogram, please
leave sufficient clear space around it. The minimum
amount of clear space is equal to 25% of the diameter of
the Monogram you use.
The preferred position for the lock-up is in the bottom left
corner of any application.
Partner’s brand identity relative to the third party lock-up
1"
(100%)
0.75"
(75%)
Dealer
GE Energy
Third Party Relationship Guidelines
April 2009
Page 11
1.9 Improper Use
We encourage you to become familiar with the correct
use of the third party lock-up.
Authorized Dealer
Only use the specified artwork for communication
materials. Do not change or modify the third party lock-up.
The following examples show improper usage of the
lock-up:
1.Don’t use a black Monogram on a color background.
2. Don’t rotate the Monogram.
3. Don’t position text to the left of the Monogram.
4. Don’t use the Monogram in color.
5. Don’t use the Monogram on a photograph.
6. Don’t wrap text around the Monogram.
7. Don’t center the Monogram to the text.
8. Don’t add any movement or effects to the Monogram.
9. Don’t add drop shadows to the Monogram.
10. Don’t use more than two lines of text below the Monogram.
11. Don’t change the size relationship of the Monogram and the text.
12. Don’t use the tagline with the third party lock-up.
Supplier
GE Healthcare
1.
Distributor
Security
2.
3.
6.
7.
Third Party Relationship Guidelines
April 2009
10.
8.
Partner
GE Capital
Dealer
GE Healthcare
Ultrasound Equipment
9.
4.
Dealer
Lighting
Retailer
Partner
GE Energy
5.
Dealer
Fleet Services
11.
imagination at work
Retailer
Lighting
12.
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2.0
Examples
2.1 Business Cards
2.2 Stationery
2.3 Advertising/Sponsorships
2.4 Advertising/Sponsorships: Multiple Partners
2.5 Livery
2.6 Exhibits/Tradeshows/Signage
Third Party Relationship Guidelines
April 2009
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2.1 Business Card
You should follow your own identity guidelines when
designing your business cards and should not employ any
elements of the GE brand identity beyond the third party
lock-up.
The preferred position for the third party lock-up is in
the bottom left corner of the business card. However,
either of the bottom corner positions is acceptable.
Regardless of its position, the size of the Monogram in
the lock-up should be 75% of the size of your company’s
identity/logo and must maintain maximum possible clear
space, with an allowable minimum equal to 25% of the
Monogram diameter.
Preferred Option
Name
Title
T: 123-456-7890
F: 123-456-7890
E: name@company.com
www.companyname.com
Street Address
City, State Postal Code
Note: Always use in the correct relationship text in the
lock-up.
Dealer
GE Healthcare
Option 2
Name
Title
T: 123-456-7890
F: 123-456-7890
E: name@company.com
www.companyname.com
Street Address
City, State Postal Code
Third Party Relationship Guidelines
April 2009
Dealer
GE Healthcare
Page 14
2.2 Stationery
You should follow your own identity guidelines when
designing your stationery and should not employ any
elements of the GE brand identity beyond the third party
lock-up.
The preferred position for the third party lock-up is in the
bottom left corner of stationery. However, either of the
bottom corner positions is acceptable.
Regardless of its position, the size of the Monogram in
the lock-up should be 75% of the size of your company’s
identity/logo and must maintain maximum possible clear
space, with an allowable minimum equal to 25% of the
Monogram diameter.
Note: Always use in the correct relationship text in the
lock-up.
Preferred option
Company Name
Street Address
City, State Postal Code
Country
Dealer
GE Healthcare
Third Party Relationship Guidelines
April 2009
Option 2
Company Name
Street Address
City, State Postal Code
Country
Dealer
GE Healthcare
Page 15
2.3 Advertising/Sponsorship
On advertising materials where GE is your only listed
partner, the preferred location for the lock-up is in the
bottom left corner of the page.
The size of the Monogram in the lock-up should be 75%
of the size of your company’s identity/logo and must
maintain maximum possible clear space, with an allowable
minimum equal to 25% of the Monogram diameter.
2004 Industrial Products
Distributor
GE Consumer & Industrial
Third Party Relationship Guidelines
April 2009
Page 16
2.4 Advertising/Sponsorship: Multiple Partners
When advertising with GE and additional partners, use
the Monogram alone, or use the appropriate third party
lock-up.
The size of the Monogram should be 75% of the size of
your company’s identity/logo and must maintain
maximum possible clear space, with an allowable
minimum equal to 25% of the Monogram diameter.
When using the Monogram alone, you must state the
relationship clearly in the advertisement. For example, “A
partnership of company X, company Y, and company Z,”
shown with a list of logos, or “sponsored by,” shown with a
list of logos.
Dealer
GE Consumer & Industrial
“A partnership of”
Third Party Relationship Guidelines
April 2009
Page 17
2.5 Livery
When using the lock-up on livery, your company’s
relationship with GE must be clearly visible. The preferred
location for the lock-up is in the bottom left corner of the
vehicle door or side panel. It may also appear on the rear
of the vehicle along with your company’s brand.
The size of the Monogram in the lock-up should be 75% of
the size of your company’s identity/logo and must
maintain maximum possible clear space, with an allowable
minimum equal to 25% of the Monogram diameter.
Apply the lock-up only in black on a white background, or
reverse it in white out of a black or colored background.
Distributor
GE Energy
Third Party Relationship Guidelines
April 2009
Page 18
2.6 Exhibits/Tradeshows/Signage
When using the GE brand on exhibits and displays, it is
very important to establish the relationship between your
company and GE.
The size of the Monogram in the lock-up should be 75% of
the size of your company’s identity/logo and must
maintain maximum possible clear space, with an allowable
minimum equal to 25% of the Monogram diameter.
Apply the lock-up only in black on a white background, or
reverse it in white out of a black or colored background.
Distributor
GE Energy
Third Party Relationship Guidelines
April 2009
Page 19
3.0
Resources
If you have any questions regarding these guidelines
or other aspects of the GE brand, please contact the
Brand Team.
brand.questions@ge.com
Third Party Relationship Guidelines
April 2009
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