Brand_Essentials_Guidelines_v5外文翻译.pdfVIP

GE Healthcare Brand Essentials Brand Expression Guidelines GE Healthcare 1 The GE Brand 2 Introduction 3 Brand Architecture 4 Monogram 5 Tagline / Lock-ups 6 White Space and Color 7 Typography 8 Imagery 9 Tone of Voice 10 Special Notes / Legal Information 1 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 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. GE Healthcare Brand Essentials v5 February 2007 2 Introduction The guidelines in this section will help you to implement the GE Healthcare brand definition. They explain the brand essentials of the system and demonstrate their correct use. These essentials – the brand architecture, Monogram, color palette, typography, imagery style and tone of voice – are the keys to creating the brand expression. When used appropriately and creatively, it will convey our revitalized image for GE Healthcare. This image will reflect our desire to develop a valuable communication tool to effectively convey our healthcare products and services to our customers. Throughout these guidelines, all typography is set in GE Inspira and all colors shown are from the approved color palette. If you have questions regarding these guidelines, contact your B