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Third Party Relationships
Introduction
1.0 Third Party Lock-Up
2.0 Examples
3.0 Resources
Brand Expression GuidelinesApril 2009
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
Third Party Relationship Guidelines April 2009
1.0Third 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
Page 3
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.)
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.
Third Party Relationship Guidelines April 2009
DistributorSecurity
Third party lock-up in black
Page 4
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.
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.
MonogramThe logo that represents GE.
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.
Third Party Relationship Guidelines April 2009
DistributorSecurity
Third party lock-up in black
Line 2 (GE information)
Line 1 (Relationship descriptor)
Monogram
Page 5
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.
1.3 Correct Use
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 issupplied in black or reversed white on black. Please do not change or modify the size and position of this approved artwork.
Third Party Relationship Guidelines April 2009
DistributorSecurity
DistributorSecurity
Third party lock-up in black
Minimum size Monogram: 0.25”/6.35mmMinimum size text: 5pt Shown here at full scale
One-color reverse application
Minimum size Monogram
DistributorSecurity
Align flush left
25%
25%
25%
25%
0.85"/21.75mm Monogram diameter
15pt GE Inspira Regular with 17 pt leading
Minimum clear space:25% of the Monogram diameter
15pt GE Inspira Bold with 17 pt leading
Align flush left
Page 6
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
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 DescriptorsThe 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.
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.
PartnerSecurity
DistributorSecurity
DealerSecurity
SupplierSecurity
RetailerSecurity
Page 7
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
1.5 The Monogram
The only scenario when you may use the Monogram alone is on materials that highlight multiple partners, including GE.
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.
Page 8
The Monogram with multiple partners
“A partnership of”
Monogram in black
One-color reverse application
25%
25%
25%
25%
Minimum clear space:25% of the Monogram diameter
GE
DistributorSecurity
Minimum size Monogram
One-color reverse application
GE
DistributorSecurity
DistributorSecurity
GE
Third party lock-up in black
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 percent-awareness threshold within a given country or region.
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.
For detailed information on color, type and spacing, please refer to the information on page 6.
Third Party Relationship Guidelines April 2009 Page 9
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
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.
DistributeurSecurity
Third party lock-up in black
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.)
Line 1 (Relationship descriptor)May be translated into the local language
Page 10
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
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.
1"(100%)
Partner’s brand identity relative to the third party lock-up
0.75"(75%)
DealerGE Energy
Page 11
Third Party Relationship Guidelines April 2009
1.9 Improper Use
We encourage you to become familiar with the correct use of the third party lock-up.
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.
5. 6. 7. 8.
1. 2. 3. 4.
9. 10. 11. 12.
PartnerGE Capital
DealerFleet Services
PartnerGE Energy
SupplierGE Healthcare
DistributorSecurity
DealerLighting
RetailerLighting
imagination at work
Authorized Dealer
DealerGE Healthcare Ultrasound Equipment
Retailer
Page 12
Third Party Relationship Guidelines April 2009
2.0Examples
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
Page 13
Third Party Relationship Guidelines April 2009
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.
Note: Always use in the correct relationship text in the lock-up.
NameTitleT: 123-456-7890F: 123-456-7890E: name@company.comwww.companyname.comStreet AddressCity, State Postal Code
NameTitleT: 123-456-7890F: 123-456-7890E: name@company.comwww.companyname.comStreet AddressCity, State Postal Code
Preferred Option
Option 2
DealerGE Healthcare
DealerGE Healthcare
Page 14
Third Party Relationship Guidelines April 2009
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.
Company NameStreet AddressCity, State Postal CodeCountry
Company NameStreet AddressCity, State Postal CodeCountry
Preferred option Option 2
DealerGE Healthcare
DealerGE Healthcare
Page 15
Third Party Relationship Guidelines April 2009
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
DistributorGE Consumer & Industrial
Page 16
“A partnership of”
DealerGE Consumer & Industrial
Third Party Relationship Guidelines April 2009 Page 17
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.
Third Party Relationship Guidelines April 2009
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.
DistributorGE Energy
Page 18
Third Party Relationship Guidelines April 2009
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.
DistributorGE Energy
Page 19
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