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首页 美国通用电气—GE全球整体VI手册

美国通用电气—GE全球整体VI手册.pdf

美国通用电气—GE全球整体VI手册

angeldidi
2009-05-26 0人阅读 举报 0 0 暂无简介

简介:本文档为《美国通用电气—GE全球整体VI手册pdf》,可适用于人文社科领域

StandardsGEIdentityProgrameContentsBasicStandardsApplicationStandardsSpecialGuidelinesReproductionMaterialsDocumentPlanGuidelinesRevisedGEIdentityProgram,ContentsGEIdentityWebsite:wwwgecomidentityGEIdentityProgramStandardsGuidelinesContents,BasicStandards,ProgramOverview,TrademarkPracticesProtections,PrimaryTrademarksServiceMarks,SecondaryTrademarksServiceMarks,TradeNames,Trademarks,theGEIdentityProgram,GraphicSystem,GraphicSignatures,Color,Typography,DynamicMonogram,ApplicationStandardsProductsPackages,Products,Packaging,ShippingCasesCartons,MarketingCommunications,Advertising,RecruitmentAdvertising,PromotionalBrochures,ProductLiterature,PromotionalMaterials,Exhibits,Presentations,EmployeeCommunications,Newsletters,EmployeeIdentification,RecruitmentAdvertising(SeedocumentinMarketingCommunications)Stationeryfor,NorthAmericanBusinesses,CorporateStaff,BusinessesoutsideNorthAmericaFormattingStationery,inNorthAmerica,outsideNorthAmericaOtherApplications,FormsChecks,FacilitySigns,FacilitySignsEngineeringDrawings,Vehicles,SpecialGuidelines,ComponentNames,SummaryStandardsGuidelinesNewBusinessesForGEemployees:,NewBusinessesNameTrademarkPracticesForprospectiveacquisitions:,AcquisitionsNameTrademarkPracticesForprospectivejointventurepartners:,JointVenturesNameTrademarkPracticesLicenseesOtherUsers,LicenseesTrademarkPractices,DealersDistributorsTrademarkGraphicSystemPractices,OEMsOtherSpecialGuidelines,Adobe®Acrobat®GEIdentityProgramDocuments,GELogoFontSup,GELogoFontSupplement,FrequentlyAskedQuestions,FAQ:BasicStandards,FAQ:AdvertisingBranding,ReproductionMaterialsContainedinthisvolume:,SignatureMonogramGridDrawingsAvailablefromtheGEIdentityWebsite,forMacintosh®computersorWindows®operatingsystems:GELogoFontacustomfontcontaining,insteadofthealphabet,allversionsofthesignatureMonogram,DynamicMonogram,andlinearDynamicMonogramProgramFontsAuthenticprogramtypefaces:Univers®,UniversCondensed,andITCNewBaskerville™trademarkofMicrosoftCorporationintheUnitedStatesandorothercountriesUniversisaregisteredtrademarkofHeidelbergerDruckmaschinenAGITCNewBaskervilleisatrademarkofInternationalTypefaceCorporationAdobeandAcrobatareeitherregisteredtrademarksortrademarksofAdobeSystemsIncorporatedintheUnitedStatesandorothercountriesMacintoshisatrademarkofAppleComputer,Inc,registeredintheUSandothercountriesWindowsisaregistered(Revised)BasicProgramOverviewTrademarkPracticesProtectionsPrimaryTrademarksServiceMarksSecondaryTrademarksServiceMarksTradeNames,Trademarks,theGEIdentityProgramGraphicSystemGraphicSignaturesColorTypographyDynamicMonogramGEIdentityProgrameStandardsRevisedOverviewProgramGEIdentityProgramgLetterfromRobertCWrightWhywastheGEIdentityProgramcreatedWhatistheGEIdentityProgramWhoisincludedintheGEIdentityProgramGlossaryRevisedLetterfromRobertCWrightGEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityTo:GEIdentityProgramparticipantsIntheeverdemandingglobalbusinessclimateofthetwentyfirstcentury,itiscriticalthatwecontinuetoprotectandenhanceGE’suniquecompetitiveadvantageournameandreputationAswearetransformedintoaleaner,smarter,faster,moreglobal,morecustomerfocusedcompany,realcompetitiveadvantagecanbegainedandleveragedintheproperanddisciplineduseoftheCompany’strademarksAlthoughcompetitorscanmarketsimilarproductsandservicesaroundtheworld,nonecanoffertheseunderthemarkoftheMonogram,anenduringsymbolofinnovation,reliability,dynamism,trust,andvaluetoourcustomersConsistentwithourcustomerfocusandoutsideinapproach,theidentityguidelinesensurethepromotionof“onecompany,onevision,andonebrand”Theseguidelineshelpyourealizethetremendousadvantageournameandidentitycanbringtoyourcustomers,yourbusiness,andourCompanyEveryonehasresponsibilitiesthatbuildequityintheGEname,slogan,andpromiseWemustprotectGE’sproperty,usethebrandcorrectlyandconsistently,andusethesamebrandpromisetofurtherGE’ssuccessPleasereadtheseguidelinescarefully,implementthemfully,andreaptheadvantagesofthispowerfulcompetitivetoolSincerely,RobertCWrightViceChairmanExecutiveOfficer(Revised)GEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityWhywastheGEIdentityProgramcreatedWhyAnalysis•Thename“GE”andtheMonogramareuniversallyrecognized•ThebreadthoftheCompany’sdiversityhasincreasedinrecentyearsasaresultofgrowthandacquisitions•GEisprimarilyassociatedwithappliancestheCompany’sdiversityisnotgenerallyunderstood•Thename“GeneralElectric”isinaccurateastheCompany’sbusinessesarenolongerpredominantly“electrical”•GEhasoneofthebestreputationsamongmajorcorporationstheCompany’sgoodwillishigh•ThebasicstrengthoftheCompany’simageisitsreputationforreliabilityandquality•TheCompanyisnotperceivedtobeasinnovativeanddynamicas,infact,itis•GE’suseandapplicationofdesignandgraphicshasnotbeensystematized,leadingtoafragmentedandoutdatedpresentationoftheCompany’sidentitywidevariationinquality•TheGEidentityisahighlyvaluableasset,benefitingitsbusinessesandaffiliatesProgramObjectives•BroadenawarenessofGE’sdiversitysothatpeoplehaveamoreaccurateperceptionoftheCompany•MaintainGE’simageofreliabilityandimproveperceptionofitsinnovationanddynamism•UnifyGE’sidentitythroughaconsistentandhighqualityapplicationofcontemporaryprogramstandardsthroughouttheCompanyTheCompany’sidentityourname,trademarks,andgraphicpresentationisoneofourmostvaluableassetsAsthemostvisiblerepresentationofourCompany,theGEidentityisanimportanttoolwecanusetoshapetheperceptionsofourcustomers,investors,andemployeesTherefore,itiscriticalthatweleveragethisassetforcompetitiveadvantagetodayandprotectitforthefutureItisforthesetwopurposesleverageandprotectionofavaluedassetthattheGEIdentityProgramexistsThisprogramistheproductofanexhaustivereexaminationoftheCompany’simageandidentityandrelatedpracticesThisanalysisbeganwithextensiveinterviewsinamongcustomersandemployeesthroughouttheworldandconcludedwiththreekeyobjectives:GEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityWhatistheGEIdentityProgramWhatToaccomplishourobjectives,thethreepartGEIdentityProgramprovidesnamingstandards,graphicstandards,andapplicationguidelinesNamingstandardsaddressthefirstobjectiveoftheprogram:tobroadenawarenessofGE’sdiversityTheguidingprincipleissimplificationofournamessothattheyareaccurateandeasilyunderstoodThesearethekeyelements:•ThenameoftheCompanyis“GE”Weusethename“GeneralElectricCompany”onlywhenlegallyrequired•Componentsuse“GE”withanaccurate,short,andeasilyunderstooddescriptionoftheirbusiness:forexample,“GEAppliances”and“GEPlastics”•Affiliatesmayuse“GE”andortheirownnamesTheacquisitionsnamingprocesshelpsdeterminethemostappropriatenamesReliabilityisconveyedthrough•continuinguseoftheMonogram,ayearoldsymbolthatisfamiliarandtrusted•standardizingthecoloroftheMonogramtoPlatinumGrey,creatingaclassicanddistinguishedpresentation•usingaseriftypeface,ITCNewBaskerville™,suggestingtraditionalqualitiesApplicationstandards,thefinalpartoftheprogram,detailcorrectuseofthenamingandgraphicstandardsinallmediaThefundamentalprincipleguidingdaytodayapplicationoftheidentityistheconsistentandcorrectimplementationoftheprogramstandardsasthecontextforcreativityGraphicstandardshelptoachievetheothertwoobjectivesoftheprogram:toimproveperceptionoftheCompanyandunifythepresentationofouridentityPeoplerecognizeourreliability,buttheyhavefailedtocreditusforourdynamicandinnovativeresponsetoachangingbusinessenvironmentDynamismandinnovationareconveyedthrough•usingasignaturethatprovidesacontemporaryenvironmentfortheMonogramthesignaturefeaturestheLaserLine,suggestingtheprecisionofhightechnologyasansseriftypeface,Univers®,inanitalicversion,suggestingenergeticforwardmovementanasymmetricallayout,conveyingmovementwithitsvisualtension•selectivelyusingaportionoftheMonogramonalargescaletheDynamicMonogramsuggestingthattheCompanyistoodynamictobecontainedThegraphicscapturetheparadoxofourimagereliabilitycombinedwithdynamismGEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityWhoWhoisincludedintheGEIdentityProgramWhethertheGEIdentityProgramappliestoyouandthecommunicationsyouhandledependsontheanswertoasinglequestion:Doyouusethename“GE”ortheMonogramtoidentifyorpromoteyourproduct,service,component,subcomponent,division,department,operation,internalfunction,program,orprojectYesIfyouusethename“GE”ortheMonogramtoidentifyorpromoteyourproduct,service,organizationalpart,orinternalactivity,thentheGEIdentityProgramstandardsandguidelinesapplytoallyourcommunications,fromletterheadsandbusinesscardstoadvertising,promotionalmaterials,andsignsTheGEIdentityProgramprovidesstandardsandguidelinescontrollingtheuseofthename“GE”andtheMonograminallmediaEveryonewithresponsibilityforcreating,purchasing,ormanagingcommunicationsfortheCompanyanditsoperatingunitsandaffiliatesbothGEemployeesandtheirauthorizedsuppliersshouldcarefullyreviewandapplytheprinciplesandstandardscontainedintheGEIdentityProgramdocumentsNote:Specialguidelinesareavailablefor•acquisitionsandjointventures•dealers,distributors,salesrepresentatives,andrepairshops•externallicensees•originalequipmentmanufacturers(OEMs)Seedocument,SpecialGuidelinesNoIfyoumakenoreferencetoGEthatis,youdonotusethename“GE”ortheMonogramtoidentifyorpromoteyourproduct,service,organizationalpart,orinternalactivitythentheGEIdentityProgramstandardsandguidelinesdonotapplytoyourcommunicationsYouronlyobligationsinsupportoftheGEIdentityProgramarethese:•Incopy(suchasinthebodyofletters)andconversation(suchasinsalespresentations),usethecorrectcommunicativenamesforGEcomponentsandaffiliates(Foracurrentlistofcomponentcommunicativenames,seedocument,ComponentNames,page)•Indesigningcommunications,avoidusingGEIdentityProgramelementssuchasthegraphicsignaturestructure,including·theLaserLine·signaturetypographythecorporatecolors:·PlatinumGrey·LaserRedprogramtypography,includingtheseries·Univers®andUniversCondensed·ITCNewBaskerville™Note:Inallmedia,allusersoftheCompany’strademarksandservicemarksaresubjecttotheuseandprotectionguidelinesinthesedocuments:•,PrimaryTrademarksServiceMarks•,SecondaryTrademarksServiceMarks•,TradeNames,Trademarks,theGEIdentityProgramcontinuedGEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityWhoisincludedintheGEIdentityProgramcontinuedExamplesofcomponents,acquisitions,andcommunicationsthatarenotsubjecttothestandardsandguidelinesoftheGEIdentityPrograminclude•RCAbrandpromotionalmediasuchasadvertising,brochures,productliterature,andpackaging(withoutanyGEidentification)Note:Permanentmediasuchasstationery,businessforms,signs,vehicles,andshippingcartonsusedbytheGEcomponentsthatmarkettheRCAbrandaresubjecttothestandardsandguidelinesoftheGEIdentityProgram•permanentandpromotionalmediausedbyNBCHotpoint(withoutanyreferencetoGE)acquisitionsusinglevelandnamesasdeterminedbytheacquisitionsnamingprocess(Seedocument,NewBusinessesNameTrademarkPractices)GEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityGlossaryaffiliateanindependentlegalentity,separateanddistinctfromtheCompany,inwhichtheCompanyoroneofitscomponentsoraffiliatesholdsadirectorindirectownershipinterestacquisitionsnamingprocessthemethodbywhichnamesaredevelopedforacquiredaffiliates,usingthefivelevelnamingschemeandthenamingdecisiontree(Seedocument,NewBusinessesNameTrademarkPractices,pagesto)applicationanitemofpromotionalorpermanentmediabackgroundtheareasurroundinganimagespecifically,theareasurroundingtheMonogrambaselinethealignmentpointofletterformsalongtheirbottomedgesbleedtoreproducesotheimagecontinuesofftheformatbrandmarksynonymforwordmarkordesignmarkcapitalheighttheverticaldimensionofanuppercaselettermeasuredfromitstoptoitsbaseperpendiculartothebaselinecapitalletteralargeoruppercaseletterasdistinctfromalowercaseletterinthealphabetcommunicativenametheinformalnameoftheCompanyoroneofitsorganizationalelements,usedinconversation,copy,andgraphicsignaturesItdoesnotcontainlegaltermssuchas“Inc”or“Ltd”ororganizationaltermssuchas“Division”or“Group”(Forexample,thecommunicativenameoftheGeneralElectricCompanyis“GE”)componentawhollyownedorganizationalelementoftheCompanythatoperateswithoutaseparateboardofdirectorscondensedhavingthecharacteristicoftypecompressedinwidth(Forexample,thissentenceistypesetinacondensedtypeface)corporatecolorPlatinumGreyorLaserRed(Seedocument,Color,page)corporatemark(primaryGEtrademark)awordmarkordesignmarkusedtodesignatetheGEbrandofproductsorservices,includingthe•Monogram•blockletters“GE”•GEslogan,“Webringgoodthingstolife”(Seedocument,PrimaryTrademarksServiceMarks,page)designmarkasymbol,logotype,orothervisualdeviceadoptedandusedbytheCompanytodesignateitsproductsorservicesanddifferentiatethemfromanyothersAdesignmarkisusuallyprotectedbyregistrationintheUSPatentTrademarkOffice(forexample,theMonogram,theNBCPeacock,theRCAlogotype)(Seedocument,PrimaryTrademarksServiceMarks,page)DynamicMonogramoneoftheauthorizeddrawingsofonlyaportionoftheMonogram,usedasgraphicsupportinprogramapplications(Seedocument,DynamicMonogram)continuedGEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityGlossary,continuedfieldtheareawithintheMonogram,excludingtheletterscurlicuesandincludingtheoutlinecircleofthepositiveMonogram(Seedocument,GraphicSignatures,page)fivelevelnamingschemeatoolusedintheacquisitionsnamingprocessthatincludesfivetypesofnames,eachcommunicatingaspecificdegreeofassociationbetweentheCompanyandanacquiredaffiliate(Seedocument,NewBusinessesNameTrademarkPractices,pagesand)flushleftalignedatacommonleftmargin(Seevisuallyflushleft)formatanareainwhichelementsofidentification,suchasgraphicsignaturesandothergraphicandtypographicelements,areplacedfourcolorprocessamethodofreproducingfullcolorbyseparatingthedesiredcolorsintoscreenvaluesoftheprimaryinkcolorscyan,magenta,andyellowandblack,andprintingthemincombinationGEbrandthethoughts,feelings,associations,andexpectationscreatedbythe•Company’soritslicensees’productsorservices•Monogram•GEslogan“Webringgoodthingstolife”genericnameanameconsistingofcommonwordsnotprotectedbytrademarkregistrationgraphicsignaturethefundamentalvisualexpressionofidentity,consistingofthreeelements,the•signatureMonogram•signaturetypography•LaserLineconfiguredinoneoftheacceptablearrangements(Seedocument,GraphicSignatures)graphicsupportavisualelementusedinalayouttoenhancetheverbalmessageconveyedinagraphicsignatureorothertypographysuchasatitleorheadline(forexample,aphotograph,anillustration,athematicgraphic,ortheDynamicMonogram)gridanunderlyingstructureusedtoorganizeelementsinalayoutitalichavingthecharacteristicoftypewithmainstrokesslantingtotheright(Forexample,thissentenceistypesetinanitalictypeface)jointmarkstheMonogramcombinedwithanaffiliatemark,usedtoidentifyajointventure(Seedocument,NewBusinessesNameTrademarkPractices,pagesto)jointventureanindependentlegalentity,separateanddistinctfromtheCompany,thatGEandoneormorebusinesspartnersstart(Seedocument,NewBusinessesNameTrademarkPractices,pagesto)continuedgfield(whichincludesoutlinecircle)GEIdentityProgram,ProgramOverviewGEIdentityWebsite:wwwgecomidentityGlossary,continuedLaserLinethefinehorizontallineusedasanelementofgraphicsignatures(Seedocument,GraphicSignatures,page)LaserRedthecorporatecoloroftenusedintheLaserLine,thestandardforwhichisspecifiedindocument,Color,pagelayoutthearrangementofgraphicandtypographicelementswithinaformatlegalnametheformalnameunderwhichtheCompanyoroneofitsorganizationalelementsoperatesasalawfullyregisteredbusiness,generallyusedinmediaonlywhenrequiredbylaw,suchasintheaddressblockonletterheadsandincontracts,proposals,andagreementsAlegalnameoftencontainslegaltermssuchas“Company,”“Inc,”or“Ltd”Alegalnameisnotusedinagraphicsignature(Forexample,thelegalnameofGEis“GeneralElectricCompany”)letterscurlicuesthescriptletteringof“GE”plusthescrollsthatformacirclearoundtheletteringintheMonogram(usedasanabbreviatedreference)(Seedocument,GraphicSignatures,page)letterspacingthespacebetweenlettersinawordlinespacingthespacebetweenlinesoftypographylinearDynamicMonogramoneoftheauthorizeddrawingsoftheDynamicMonograminwhichthefieldiscomposedoffinehorizontallines(Seedocument,DynamicMonogram,pagesand)lowercaseletterasmallletterasdistinctfromacapitalletterinthealphabetmargintheareainaformatusuallykeptclearofrunningtextmarks

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美国通用电气—GE全球整体VI手册

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