third party partners distributors relationships · pdf filepartners distributors dealers...

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 [email protected].

Third Party Relationship Guidelines April 2009


1.0Third 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


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.


DistributorSecurity

Third party lock-up in black

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.


DistributorSecurity


Line 2 (GE information)

Line 1 (Relationship descriptor)

Monogram


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.


DistributorSecurity

DistributorSecurity


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

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.


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

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.


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.

The Monogram with multiple partners

“A partnership of”

Monogram in black


25%

25%

25%

25%

Minimum clear space:25% of the Monogram diameter

GE

DistributorSecurity

Minimum size Monogram


GE

DistributorSecurity

DistributorSecurity

GE


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.


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.


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


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



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


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


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


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: [email protected] AddressCity, State Postal Code

NameTitleT: 123-456-7890F: 123-456-7890E: [email protected] AddressCity, State Postal Code

Preferred Option

Option 2

DealerGE Healthcare

DealerGE Healthcare


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


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

“A partnership of”

DealerGE Consumer & Industrial


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.


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.


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


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.


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


3.0Resources

If you have any questions regarding these guidelines or other aspects of the GE brand, please contact the Brand Team.

[email protected]

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