GE Brand Expression Guidelines, Brand Expression Guidelines 2.0 Direct Response

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Direct Response

Brand Expression Guidelines Version 2.0 (December 21, 2006)

The GE Brand Introduction

1.0 Brand Architecture

2.0 Monogram

3.0 Tagline

4.0 Color Palette

5.0 Typography

6.0 Imagery

7.0 Tone of Voice

8.0 Direct Marketing Components Envelopes

Letters/Letterhead Forms Brochures, Postcards and Inserts Dimensional Mail Electronic Direct Response

9.0 Grids

Direct Response Communications Version 2.0 Page 2

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.

Direct Response Communications Version 2.0 Page 3

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.

Direct Response Communications Version 2.0 Page 4

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 one segment, may not work tomorrow as preferences change.

To identify the best balance of certain brand guidelines and response driving techniques for ongoing communications, GE encourages marketers to continue to test the eﬀ ectiveness of direct response techniques. With the goal of maintaining business results and cost eﬃ ciencies, tests should be carried out in the smallest, statistically valid quantities that can measure the impact of variations of creative brand elements against the current GE Direct Response Guidelines.

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.

Energy

imagination at work

Direct response communications leverage the simplicity and unique characteristics of the GE Brand while also using proven response driving techniques.

Direct Response Communications Version 2.0 Page 5

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 brand.ideas@ge.com. 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 brand.questions@ge.com

or visit www.ge.com/brand.

Direct Response Communications Version 1.0 Page 6

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

Direct Response Communications Version 2.0 Page 7

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.

Direct Response Communications Version 2.0 Page 8

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 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 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 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, 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 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.

GE Commercial Finance GE Consumer Finance* GE Healthcare GE Industrial GE Infrastructure

NBC Universal

Direct Response Communications Version 2.0 Page 9

1.03 Brand Architecture: GE Businesses

Level 3 states the speciﬁc Business within the Market. Of the 5 Markets that may use the GE Brand, this level consists of one of GE’s 29 business entities as listed here under the appropriate GE Markets. Use 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.

GE Commercial Finance

Capital Solutions Corporate Financial Services Healthcare Financial Services Insurance Solutions Real Estate

GE Consumer Finance

Americas Asia Australia Europe

GE Healthcare

Biosciences Technologies Diagnostic Imaging Clinical Systems Information Technology Services

GE Industrial

Advanced Materials Consumer & Industrial Equipment Services Fanuc Inspection Technologies Plastics Security Sensing

GE Infrastructure

Aviation Commercial Aviation Services Energy Energy Financial Services Oil & Gas Transportation Water & Process Technologies

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1.04 Brand Architecture: GE Solution Platforms

Level 4 contains the Solution Platform. The Solution Platform is the “oﬀer” to the customer. Solution Platforms are optional and may be translated into local languages. Listed here and on the next page are the 120+ Solution Platforms associated with GE Markets and Businesses from Sections 1.02 and 1.03.

Note

This is subject to change. Check Brand Central for updates.

GE Commercial Finance

Capital Solutions

Fleet Services Commercial Distribution Finance Transportation Finance Corporate Aircraft Intermediary Funding Business Financing Solutions Public Finance Global Electronics Solutions Technology Finance Franchise Finance Federal Finance North America Leasing Dealer Financial Services Xerox Capital Services Asia Mexico & Latin America Europe Canada Access Distribution

Corporate Financial Services

Global Media & Communications Technology Lending Telecom Solutions Telecom Lending Media Solutions Media Lending Technology Solutions Entertainment Solutions Entertainment Lending TMT&E Solutions TMT&E Lending Global Sponsor Finance Commercial & Industrial Finance Food, Beverage & Agriculture Solutions Automotive Solutions Transportation Solutions Construction Solutions Aerospace & Defense Solutions Chemicals Solutions Steels, Metals & Mining Solutions Intellectual Asset Management (IAM) Solutions Paper, Packaging & Forest Solutions

Sports & Entertainment Solutions Corporate Lending Restructuring Finance Retail Finance Metals Finance Transportation Funding Bank Loans Distressed Debt Capital Markets Trade Payables Trade Services Trade Distribution Solutions

EUROPE Working Capital Solutions Leveraged Finance Factofrance Business Finance

Healthcare Financial Services

Life Science Finance HPSC

Insurance Solutions

Mobile Solutions

Real Estate

Business Property North America Debt North America Equity Investments Specialized Industries Business Property

REGIONS Europe, Asia Paciﬁc, Canada, Mexico, United Kingdom, France, Sweden, Germany, Italy, Central Europe, Iberia Region, Nordic Region, Spain, Japan, Korea, Australia, New Zealand, India

GE Consumer Finance

Americas Asia Australia Europe

GE Healthcare

Biosciences/Technologies Diagnostic Imaging Clinical Systems Information Technology Services

Direct Response Communications Version 2.0 Page 11

GE Industrial

Advanced Materials

Silicones Quartz Ceramics Quartz & Ceramics Sealants & Adhesives

Consumer & Industrial

Appliances Lighting (Consumer) Lighting (C&I) Electrical Distribution Motors Supply Multilin Power Controls Large Motors & Generators Motors & Controls Commercial & Industrial Lighting

Equipment Services

Asset Intelligence Trailer Fleet Services Modular Space Rail Services TIP Trailer Services TLS Vehicle Rental Plant Hire Penske Truck Leasing GE SeaCo

Fanuc

GE Fanuc Automation

Inspection Technologies

Plastics

Resins Specialty Film & Sheet Automotive Polymershapes

Security

Networked Solutions Engineered Systems Homeland Protection

Sensing

GE Infrastructure

Aviation

Commercial Aviation Services

Transportation Finance

Energy

Gas Turbine Steam Turbine Generators Hydro Aero Nuclear Cleaner Coal Wind Solar Technologies Power Generation Rentals Environmental Services Optimization & Control Transmission & Distribution Services

Energy Financial Services

Oil & Gas

Units Global Services Pipeline Solutions Turbo Compression Plant Integration Plant Equipment

Transportation

Locomotive Parts & Services Global Signaling Advanced Communication Systems Rail Solutions Mining Drilling Wind

Water & Process Technologies

1.04 Brand Architecture: GE Solution Platforms (continued)

Listed here and on the previous page are the 120+ Solution Platforms associated with GE Markets and Businesses from Sections 1.02 and 1.03.

Direct Response Communications Version 2.0 Page 12

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 oﬀ er to the customer.

Level 1

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

Level 2

Level 2 deﬁ nes the speciﬁ c Market providing the communication or oﬀ er. The use of the Market name is optional and should be conﬁ rmed 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, brand or product name with the GE Brand. Rare exceptions do exist but Corporate approval is required.

Market names always appear in English. Do not translate a Market name into a local language.

Level 3

Level 3 states the speciﬁ c Business within the Market. This level consists of one of GE’s 29 Business entities as listed in Section 1.03. Use of the Business name is optional and should be conﬁ rmed 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, deﬁ ne, or illustrate the Solution Platform, product, technology, key account or geographic region. The Solution Platform is the oﬀ er 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 eﬀ orts sometimes sub-businesses, sub-brands or product solutions must be prominently positioned as the leading brand 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.

imagination at work

Global Sponsor Finance knows that for you and your customers, change is an everyday event. We focus on being ﬂ exible and fast to respond to your needs with our 7,500 professionals in over 30 countries around the world. We may not be able to predict change but we can certainly handle it.

Change. Can you handle it?

GE Commercial Finance

Corporate Financial Services

Level 1

Brand

Level 2

Market

Level 3

Business

Level 4

Solution Platform

Direct Response Communications Version 2.0 Page 13

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 ﬂ exibility 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 oﬀ er 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 oﬀ er. Under these circumstances, the proper brand architecture must then be displayed appropriately on the back side of the component.

imagination at work

tough virtually unbreakable

www.gelexan.com

Trademark of General Electric Company

Lexan

polycarbonate

made with

skylights

Plastics Polymershapes

imagination at work

Sky Light

Polymershapes by GE

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.

Direct Response Communications Version 2.0 Page 14

1.06 Brand Architecture: Lock-up for Levels 1, 2 and 3

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 Awareness Markets for usage guides of the “GE” + Monogram lock-up.

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.

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.

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.

GE Market

Level 1

Brand

Level 2

Market

Level 1

Brand

Level 2

Market

Level 3

Business

GE Market

Business

Level 1

Brand

Level 3

Business

Direct Response Communications Version 2.0 Page 15

GE Market

Business

imagination at work

Clear space is 25% of Monogram diameter

All elements align ﬂ ush left

Prints 50% tint

Prints 100%

1.07 Brand Architecture: Proper Use

The brand architecture components appear in a ﬁ xed size and position relationship to each other, and this relationship does not change.

Position

In most instances, position the components of Levels 1, 2 and 3 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 information.

Clear Space

Leave suﬃ cient 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 ﬂ ush 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: ﬁ xed relationship

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1.08 Brand Architecture: Improper Use

1. Don’t use Level 1 (GE Brand) without Level 2 (Market) and/or Level 3 (Business).

2. Don’t lock Level 4 (Solution Platform) in the upper-left 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 diﬀ erent colors for the brand architecture components.

5. Don’t use any font other than GE Inspira for brand architecture components.

GE Market

Business

GE Market

Business

GE Market

Business Solution Platform

GE Market

1. 2.

4. 5.

Direct Response Communications Version 2.0 Page 17

The most important brand is GE.

The only acronym in the brand architecture is “GE.”

Always spell names in full.

The Monogram and brand architecture components always appear in the same color.

Do not use any other brand architecture component, subbusiness, organization, brand or product name with the GE Brand.

1.09 Brand Architecture: Review

When creating new Businesses, Solution Platforms and Element names, limit the number and keep the names short, relevant and descriptive. When creating new names, ask individuals outside your own business if they understand the new name and the oﬀer it deﬁnes.

The Monogram and brand architecture components always appear in the same color. Our goal is to build a stronger visual and verbal relationship between the Monogram and all of the products and services that GE oﬀers the world today.

Direct Response Communications Version 1.0 Page 18

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

Direct Response Communications Version 2.0 Page 19

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.

Direct Response Communications Version 2.0 Page 20

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 speciﬁ c brand guidelines for Monogram use on envelopes, letters, forms and brochures, please see Section 8.0 Direct Marketing Components.

Color

When possible, apply the Monogram in color on white background. When it’s neither practical or cost eﬀ ective, apply the Monogram in black on white background or in white on an approved GE colored background.

In DR, the Monogram often appears at the top left of envelopes and letterhead to identify sender.

Mr. Bob Smith Vice President ABC Company Anytown, NY 100001

Introducing a cleaner, greener power machine.

Direct Response Communications Version 2.0 Page 21

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 oﬀ erings designed to enhance transparency and increase the level of ﬂ exibility available to you. From

June 1

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 speciﬁ c 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 oﬀ ers, 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 ﬂ exible can be the diﬀ erence between on time completion & ﬁ nancial penalties.

By placing you and your needs at the centre of our business, we believe this helps to develop long-term relationships that beneﬁ t 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 leaﬂ et) or email us at planthireinfo@ge.com - we hope to hear from you soon.

Yours faithfully/sincerely

Martyn Durran

Head of Sales

Equipment Services

2.02 Monogram: Proper Use (continued)

Clear Space

To enhance the presentation of the Monogram, leave suﬃ cient clear space around it. The minimum amount of clear space is equal to 25% of the diameter of the Monogram you use, as shown below.

Minimum Size

The minimum size of the Monogram in any print application is 0.25”/6.53mm in diameter.

Minimum size

Minimum size Monogram

0.25”/6.35mm, shown here at full size.

Alternate version (negative application).Preferred version (positive application).

Minimum clear space: 25% Monogram diameter.

You may reverse the Monogram in white out of any color in the approved color palette.

Refer to the Direct Response Color Migration Strategy matrix in Section 4.0 to determine correct color use in your market.

Correct use of clear space on a letterhead. Correct use of clear space on

a brochure.

25%

Legal Summary Plan Description

GE Consumer Finance

imagination at work

Direct Response Communications Version 2.0 Page 22

2.02 Monogram: Proper Use (continued)

Monogram and Architecture

Marketers have the ﬂexibility to use both Monogram and architecture to support the GE Brand experience in communication and to ensure the target clearly understands who the communication is from. This can be applied on any component as deemed appropriate for creating response and growing brand awareness.

The combination of the Monogram and architecture is called the architecture lock-up, appearing in a ﬁxed-size and position relationship that does not change.

The architecture lock-up always appears in one color, i.e., the Monogram and architecture text are the same color.

The Monogram can also be used with or without brand architecture based on what best supports a higher response rate. But, if the brand architecture is used, then the Monogram must also be used.

GE Market

Business

General Lock-Up Guideline.

Spacing = 25% Monogram diameter - 0.1275”/3.25mm

Center on x-height

Minimum clear space = 25% the diameter of the Monogram

0.2125”/5.45mm

Architecture 18pt GE Inspira Regular, 19pt leading

Monogram size = 0.85”/21.75mm

Correct application of Monogram.

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.

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 planthireinfo@ge.com - we hope to hear from you soon.

Yours faithfully/sincerely

Martyn Durran

Head of Sales

Equipment Services

Direct Response Communications Version 2.0 Page 23

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 ﬂ ush left.

For additional details, see the Stationery Guidelines on Brand Central.

John Smith General Manager Corporate Marketing & Branding

GE Street Address City, State Postal Code Country

T 123 456 7890 F 123 456 7890 john.smith@ge.com

Claire Waxman Manager Global Marketing Communications

Street Address City, State Postal Code Country

T 123 456 7890 F 123 456 7890 claire.waxman@ge.com

GE Healthcare

GE Market

Business

This example shows the use of Level 1, GE Brand and Level 2, the Market name.

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 allowed on stationery applications.

Monogram top left; architecture top right and left justiﬁ ed.

Level 2

Level 1

Level 1 Level 2

Level 1 Level 3

Direct Response Communications Version 2.0 Page 24

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 of the Monogram. “GE” is set 15% of the diameter size away from the right of the Monogram. Center “GE” vertically to the 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 Monogram around the lock-up.

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 in diameter.

Example 2

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

Spacing = 15% Monogram diameter

33%

Example 1

The cap height of the letters “GE” is 33% or one-third the diameter of the Monogram.

Center

Direct Response Communications Version 2.0 Page 25

GE Market

Example 1

Example 2

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

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.

“GE” is set 25% of the diameter size away from the top of the Monogram. Center “GE” and the Market name above the Monogram.

Example 2 illustrates the rules for clear space.

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

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 in diameter.

Spacing = 25% Monogram diameter

GE Market

20%

The cap height of the letters “GE” is 20% or one-ﬁfth the diameter of the Monogram.

Center

20%

Direct Response Communications Version 2.0 Page 26

2.05 Monogram: Improper Use

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).

1. Don’t use the former 3-D Monogram.

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. 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 eﬀ ects to the Monogram in print.

13. Don’t add any movement or eﬀ ects to the Monogram.

14. Don’t add drop shadows to the Monogram.

15. Don’t create any primary or secondary graphic device that simulates the Monogram.

16. Don’t create a multi-colored version of the Monogram.

nius

GEnius

6. 7.

5. 8.

type

10. 11.

9. 12.

14. 15.

13. 16.

Direct Response Communications Version 2.0 Page 27

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 oﬀ erings designed to enhance transparency and increase the level of ﬂ exibility available to you. From

June 1

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 speciﬁ c 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 oﬀ er s, 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 ﬂ exible can be the diﬀ erence between on time completion & ﬁ nancial penalties.

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

Yours faithfully/sincerely

Martyn Durran

Head of Sales

Equipment Services

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 diﬀ erent colors within the Monogram and architecture lock-up.

21. Don’t align Monogram and architecture to the right.

17. 18. 19.

20.

21.

Equipment Services

20.

Equipment Services

GE imagination at work

www.geplanthire.com

Direct Response Communications Version 1.0 Page 28

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

Direct Response Communications Version 2.0 Page 29

3.01 Tagline: Overview

The “imagination at work” tagline and campaign symbolize the creative spirit and can-do attitude of GE people. Together we oﬀer technologies and services that make a diﬀerence for our customers.

The “imagination at work” campaign is also inherent in the development of innovative and creative mass and direct response strategies and executional processes.

You are encouraged to use the “imagination at work” tagline to support business goals and/or help to diﬀerentiate the oﬀer. It is understood that for some Businesses, use of the tagline is not a driver of behavior or response. In these circumstances, using the tagline on any DR component is optional. But, if the tagline is used, then the Monogram must also be used.

The tagline and Monogram appear in a ﬁxed size and position “lock-up” relationship that does not change. The tagline lock-up always appears in one color, i.e., the Monogram and tagline text are the same color.

Note Refer to the Color Migration Strategy matrix in Section 4.0 to determine correct color use in your Market.

GE imagination at work

imagination at work

Direct marketers have ﬂexibility to use the tagline or exclude it. However, if it is used, explicit lock-up rules must be followed.

Monogram and tagline lock-up.

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

Direct Response Communications Version 2.0 Page 30

3.02 Tagline: Proper Use

There are two versions of the tagline lock-up: the standard, 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.

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.

Do not change or modify this approved artwork.

Location

The tagline can be set either bottom left or top left (but in most cases, appears in the lower left corner of any printed material).

imagination at work

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

Monogram size = 0.85”/21.75mm

Spacing = 15% Monogram diameter - 0.1275”/3.25mm Tagline 18pt GE Inspira Regular

imagination at work

Tagline 18pt GE Inspira Regular

Center on x-height

Minimum clear space = 25% the diameter of the Monogram

0.2125”/5.45mm

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

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

imagination at work

Standard lock-up: One-line version.

Monogram size = 0.85”/21.75mm

+ 89 hidden pages

GE Brand Expression Guidelines, Brand Expression Guidelines 2.0 Direct Response

Specifications and Main Features

Frequently Asked Questions

User Manual