美国通用电气—GE全球整体VI手册（PDF 636页）

Standards&GEIdentityProgrameContents010BasicStandards100ApplicationStandards200SpecialGuidelines300ReproductionMaterials500DocumentPlan700GuidelinesRevised2001.11GEIdentityProgram010,ContentsGEIdentityWebsite:www.ge.com/identity010.01GEIdentityProgramStandards&GuidelinesContents100,BasicStandards110,ProgramOverview120,TrademarkPractices&Protections121,PrimaryTrademarks&ServiceMarks122,SecondaryTrademarks&ServiceMarks123,TradeNames,Trademarks,&theGEIdentityProgram130,GraphicSystem131,GraphicSignatures132,Color133,Typography134,DynamicMonogram200,ApplicationStandardsProducts&Packages210,Products220,Packaging230,ShippingCases&Cartons240,MarketingCommunications241,Advertising242,RecruitmentAdvertising243,PromotionalBrochures244,ProductLiterature245,PromotionalMaterials247,Exhibits248,Presentations250,EmployeeCommunications251,Newsletters252,EmployeeIdentification242,RecruitmentAdvertising(Seedocument242inMarketingCommunications)Stationeryfor261,NorthAmericanBusinesses262,CorporateStaff264,BusinessesoutsideNorthAmericaFormattingStationery263,inNorthAmerica265,outsideNorthAmericaOtherApplications270,Forms&Checks280,FacilitySigns285,FacilitySignsEngineeringDrawings290,Vehicles300,SpecialGuidelines301,ComponentNames315,SummaryStandards&GuidelinesNewBusinessesForGEemployees:341,NewBusinessesName&TrademarkPracticesForprospectiveacquisitions:342,AcquisitionsName&TrademarkPracticesForprospectivejointventurepartners:343,JointVenturesName&TrademarkPracticesLicensees&OtherUsers350,LicenseesTrademarkPractices360,Dealers&DistributorsTrademark&GraphicSystemPractices370,OEMsOtherSpecialGuidelines381,Adobe®Acrobat®&GEIdentityProgramDocuments382,GELogoFont382.Sup,GELogoFontSupplement390,FrequentlyAskedQuestions391,FAQ:BasicStandards392,FAQ:Advertising&Branding500,ReproductionMaterialsContainedinthisvolume:540,SignatureMonogramGridDrawingsAvailablefromtheGEIdentityWebsite,forMacintosh®computersorWindows®operatingsystems:GELogoFontacustomfontcontaining,insteadofthealphabet,allversionsofthesignatureMonogram,DynamicMonogram,andlinearDynamicMonogramProgramFontsAuthenticprogramtypefaces:Univers®,UniversCondensed,andITCNewBaskerville™trademarkofMicrosoftCorporationintheUnitedStatesand/orothercountries.UniversisaregisteredtrademarkofHeidelbergerDruckmaschinenAG.ITCNewBaskervilleisatrademarkofInternationalTypefaceCorporation.AdobeandAcrobatareeitherregisteredtrademarksortrademarksofAdobeSystemsIncorporatedintheUnitedStatesand/orothercountries.MacintoshisatrademarkofAppleComputer,Inc.,registeredintheU.S.andothercountries.Windowsisaregistered(Revised2001.11)BasicProgramOverview110TrademarkPractices&Protections120PrimaryTrademarks&ServiceMarks121SecondaryTrademarks&ServiceMarks122TradeNames,Trademarks,123&theGEIdentityProgramGraphicSystem130GraphicSignatures131Color132Typography133DynamicMonogram134100GEIdentityProgrameStandardsRevised2001.11OverviewProgram110GEIdentityProgramgLetterfromRobertC.Wright110.01WhywastheGEIdentityProgramcreated?110.02WhatistheGEIdentityProgram?110.03WhoisincludedintheGEIdentityProgram?110.04Glossary110.10Revised2002.08LetterfromRobertC.Wright110.01GEIdentityProgram110,ProgramOverviewGEIdentityWebsite:www.ge.com/identityTo:GEIdentityProgramparticipantsIntheever-demandingglobalbusinessclimateofthetwenty-firstcentury,itiscriticalthatwecontinuetoprotectandenhanceGE’suniquecompetitiveadvantage—ournameandreputation.Aswearetransformedintoaleaner,smarter,faster,moreglobal,morecustomer-focusedcompany,realcompetitiveadvantagecanbegainedandleveragedintheproperanddisciplineduseoftheCompany’strademarks.Althoughcompetitorscanmarketsimilarproductsandservicesaroundtheworld,nonecanoffertheseunderthemarkoftheMonogram,anenduringsymbolofinnovation,reliability,dynamism,trust,andvaluetoourcustomers.Consistentwithourcustomerfocusandoutside-inapproach,theidentityguidelinesensurethepromotionof“onecompany,onevision,andonebrand.”Theseguidelineshelpyourealizethetremendousadvantageournameandidentitycanbringtoyourcustomers,yourbusiness,andourCompany.EveryonehasresponsibilitiesthatbuildequityintheGEname,slogan,andpromise.WemustprotectGE’sproperty,usethebrandcorrectlyandconsistently,andusethesamebrandpromisetofurtherGE’ssuccess.Pleasereadtheseguidelinescarefully,implementthemfully,andreaptheadvantagesofthispowerfulcompetitivetool.Sincerely,RobertC.WrightViceChairman&ExecutiveOfficer(Revised2002.08)GEIdentityProgram110,ProgramOverviewGEIdentityWebsite:www.ge.com/identityWhywastheGEIdentityProgramcreated?Why?110.02Analysis•Thename“GE”andtheMonogramareuniversallyrecognized.•ThebreadthoftheCompany’sdiversityhasincreasedinrecentyearsasaresultofgrowthandacquisitions.•GEisprimarilyassociatedwithappliances;theCompany’sdiversityisnotgenerallyunderstood.•Thename“GeneralElectric”isinaccurateastheCompany’sbusinessesarenolongerpredominantly“electrical.”•GEhasoneofthebestreputationsamongmajorcorporations;theCompany’sgoodwillishigh.•ThebasicstrengthoftheCompany’simageisitsreputationforreliabilityandquality.•TheCompanyisnotperceivedtobeasinnovativeanddynamicas,