通用电气品牌手册（2006年版）.pdf

Direct Response Brand Expression Guidelines Version 2.0 (December 21, 2006) The GE Brand 7.0 Tone of Voice Introduction 8.0 Direct Marketing Components 1.0 Brand Architecture Envelopes 2.0 Monogram Letters/Letterhead 3.0 Tagline Forms Brochures, Postcards and Inserts 4.0 Color Palette Dimensional Mail 5.0 Typography Electronic Direct Response 6.0 Imagery 9.0 Grids 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 Leader 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. Direct Response Communications Version 2.0 Page 2 Introduction to Direct Response At GE, direct response marketing has a two-fold challenge ― you have to generate, retain and grow customers, as well as deliver a branded experience that makes the GE Brand more personal and relevant in one-to-one communications. The GE Brand provides DR marketers with a simple, unique style that can be used to make mail stand out among the competition. As recognition an