Direct Response
Brand Expression Guidelines
Version 2.0 (December 21, 2006)
1.0
The GE Brand
Introduction
Brand Architecture
2.0
Monogram
3.0
Tagline
4.0
Color Palette
5.0
Typography
6.0
Imagery
7.0
Tone of Voice
8.0
Direct Marketing Components
Envelopes
Letters/Letterhead
Forms
Brochures, Postcards and Inserts
Dimensional Mail
Electronic Direct Response
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.
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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 and positive perception of the GE Brand grows among
B2C and B2B targets, leveraging the revitalized image of GE in DR can support improved response
results.
These brand expression guidelines have been customized to address unique components of direct
response, from sidebars on letterhead to the use of color on envelopes.
They also provide flexibility and breadth of options in how you apply guidelines for the brand
essentials in DR, including the Monogram, brand architecture, tagline, color palette, typography,
imagery, tone of voice and grid system.
The graphic examples presented throughout this document are conceptual to support rationale of
specific guidelines and are not necessarily live in-market pieces.
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Introduction to Direct Response (continued)
Strong and relevant direct response
practices are a necessary driver in creating
and maintaining a closer personalized
relationship with our customers. It is
recognized that what works today with
one segment, may not work tomorrow as
preferences change.
To identify the best balance of certain
brand guidelines and response driving
techniques for ongoing communications,
GE encourages marketers to continue to
test the effectiveness of direct response
techniques. With the goal of maintaining
business results and cost efficiencies,
tests should be carried out in the smallest,
statistically valid quantities that can
measure the impact of variations of creative
brand elements against the current GE
Direct Response Guidelines.
GE
Energy
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Refreshing ideas
to save you time and money.
Dear Mr. Smith,
Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
It may be worth 15 minutes of your time to contact GE if any of these
situations sound familiar:
•
•
•
You’ve outgrown your process cooling capacity.
You need supplemental comfort cooling due to expansion or change
in process.
Production capacity limitations are delaying a new product release.
Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
Sincerely
Bob Newton,
Sales Manager
Energy Solutions by GE
P.S. You can contact a GE representative at
1-877-555-5555 or visit gepower.com/rentals.
Direct response communications
leverage the simplicity and unique
characteristics of the GE Brand
while also using proven response
driving techniques.
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imagination at work
Introduction to Direct Response (continued)
As our Businesses continue to engage in testing practices, Corporate would like to understand results
that have potential for scalability across all our DR marketing groups. Please forward test results that
prove positive and corresponding testing plans or business cases to brand.ideas@ge.com. This will
help to understand the elasticity of our Brand in DR and how to continue to provide our DR marketers
with updated guidelines and tools to remain competitive.
For any brand guidelines not included here, please refer to B2C/B2B Print Advertising, Online or
Literature Guidelines.
For specific questions regarding these guidelines, contact your Brand or Marketing Communications
Manager, the Brand team at brand.questions@ge.com or visit www.ge.com/brand.
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1.0
Brand Architecture
1.01
1.02
1.03
1.04
1.05
1.06
1.07
1.08
1.09
Overview
GE Brand and Markets
GE Businesses
GE Solution Platforms
Understanding the Architecture
Lock-up for Levels 1, 2 and 3
Proper Use
Improper Use
Review
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1.01
Brand Architecture: Overview
We have evolved the way we do business.
We have moved toward a more fluid, broad-based
offer designed with our customers in mind. The brand
architecture is designed to accommodate this shift.
DR marketers will have opportunities to convey and
promote Solution Platforms or products within the
architecture.
It is simple, flexible and focuses on making GE easier
for the outside world to understand.
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1.02 Brand Architecture: GE Brand and Markets
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.
Accordingly, we have reorganized all of our activities into six
major Markets and our overarching communications goal is to
reinforce our offer: we are a singular, global company providing
diverse technology, media and financial services. In our brand
architecture, GE is the dominant brand. Markets, Businesses and
Solution Platforms have names that describe their function.
Note Of our six Markets, only five may use the GE Brand. Do not
use any other brand architecture component, sub-business,
organization, brand or product name with the GE Brand. Rare
exceptions exist and must have Corporate approval.*
This section describes the architecture that reflects the
structure of our organization. It also illustrates how to use that
structure properly across a range of Corporate and marketing
communications media.
There are four levels of the GE brand architecture. They work
together to clearly communicate the GE Brand, Business, and
offer to the customer.
Level 1 is the GE Brand itself. “GE” must appear in every GE
branded application and communication.
Level 2 defines the specific Market providing the communication
or offer. The use of the Market name is optional and should be
confirmed with your marketing leader.
* It is acceptable to use GE Money in markets where GE Money
has already been launched.
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GE Commercial Finance
GE Consumer Finance*
GE Healthcare
GE Industrial
GE Infrastructure
NBC Universal
1.03 Brand Architecture: GE Businesses
Level 3 states the specific Business within the Market. Of the 5
Markets that may use the GE Brand, this level consists of one of
GE’s 29 business entities as listed here under the appropriate
GE Markets. Use of the Business name is optional and should be
confirmed with your business leader. It is acceptable to use both
the Market name and the Business name together.
Business names always appear in English. Do not translate a
Business name into a local language.
GE Commercial Finance
Capital Solutions
Corporate Financial Services
Healthcare Financial Services
Insurance Solutions
Real Estate
GE Consumer Finance
Americas
Asia
Australia
Europe
GE Healthcare
Biosciences
Technologies
Diagnostic Imaging
Clinical Systems
Information Technology
Services
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GE Industrial
Advanced Materials
Consumer & Industrial
Equipment Services
Fanuc
Inspection Technologies
Plastics
Security
Sensing
GE Infrastructure
Aviation
Commercial Aviation Services
Energy
Energy Financial Services
Oil & Gas
Transportation
Water & Process Technologies
1.04 Brand Architecture: GE Solution Platforms
Level 4 contains the Solution Platform. The Solution Platform is the
“offer” to the customer. Solution Platforms are optional and may be
translated into local languages. Listed here and on the next page
are the 120+ Solution Platforms associated with GE Markets and
Businesses from Sections 1.02 and 1.03.
Note This is subject to change. Check Brand Central for updates.
GE Commercial Finance
Capital Solutions
Fleet Services
Commercial Distribution Finance
Transportation Finance
Corporate Aircraft
Intermediary Funding
Business Financing Solutions
Public Finance
Global Electronics Solutions
Technology Finance
Franchise Finance
Federal Finance
North America Leasing
Dealer Financial Services
Xerox Capital Services
Asia
Mexico & Latin America
Europe
Canada
Access Distribution
Corporate Financial Services
Global Media & Communications
Technology Lending
Telecom Solutions
Telecom Lending
Media Solutions
Media Lending
Technology Solutions
Entertainment Solutions
Entertainment Lending
TMT&E Solutions
TMT&E Lending
Global Sponsor Finance
Commercial & Industrial Finance
Food, Beverage & Agriculture Solutions
Automotive Solutions
Transportation Solutions
Construction Solutions
Aerospace & Defense Solutions
Chemicals Solutions
Steels, Metals & Mining Solutions
Intellectual Asset Management (IAM) Solutions
Paper, Packaging & Forest Solutions
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Sports & Entertainment Solutions
Corporate Lending
Restructuring Finance
Retail Finance
Metals Finance
Transportation Funding
Bank Loans
Distressed Debt
Capital Markets
Trade Payables
Trade Services
Trade Distribution Solutions
EUROPE
Working Capital Solutions
Leveraged Finance
Factofrance
Business Finance
Healthcare Financial Services
Life Science Finance
HPSC
Insurance Solutions
Mobile Solutions
Real Estate
Business Property
North America Debt
North America Equity Investments
Specialized Industries
Business Property
REGIONS
Europe, Asia Pacific, Canada, Mexico, United
Kingdom, France, Sweden, Germany, Italy, Central
Europe, Iberia Region, Nordic Region, Spain, Japan,
Korea, Australia, New Zealand, India
GE Consumer Finance
Americas
Asia
Australia
Europe
GE Healthcare
Biosciences/Technologies
Diagnostic Imaging
Clinical Systems
Information Technology
Services
1.04 Brand Architecture: GE Solution Platforms (continued)
Listed here and on the previous page are the 120+ Solution
Platforms associated with GE Markets and Businesses from
Sections 1.02 and 1.03.
GE Industrial
GE Infrastructure
Advanced Materials
Silicones
Quartz
Ceramics
Quartz & Ceramics
Sealants & Adhesives
Aviation
Aviation
Consumer & Industrial
Appliances
Lighting (Consumer)
Lighting (C&I)
Electrical Distribution
Motors
Supply
Multilin
Power Controls
Large Motors & Generators
Motors & Controls
Commercial & Industrial Lighting
Equipment Services
Asset Intelligence
Trailer Fleet Services
Modular Space
Rail Services
TIP Trailer Services
TLS Vehicle Rental
Plant Hire
Penske Truck Leasing
GE SeaCo
Fanuc
GE Fanuc Automation
Inspection Technologies
Plastics
Resins
Specialty Film & Sheet
Automotive
Polymershapes
Security
Networked Solutions
Engineered Systems
Homeland Protection
Sensing
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Commercial Aviation Services
Transportation Finance
Energy
Gas Turbine
Steam Turbine
Generators
Hydro
Aero
Nuclear
Cleaner Coal
Wind
Solar Technologies
Power Generation
Rentals
Environmental Services
Optimization & Control
Transmission & Distribution Services
Energy Financial Services
Oil & Gas
Units
Global Services
Pipeline Solutions
Turbo Compression
Plant Integration
Plant Equipment
Transportation
Locomotive
Parts & Services
Global Signaling
Advanced Communication Systems
Rail Solutions
Mining
Drilling
Wind
Water & Process Technologies
1.05 Brand Architecture: Understanding the Architecture
There are four levels of the GE Brand architecture. They work together
to communicate clearly the GE Brand, Business, and offer to the
customer.
Level 1
Brand
Level 1
Level 1 is the GE Brand itself. “GE” must appear in every GE branded
application and communication.
Level 2
Level 2 defines the specific Market providing the communication or
offer. The use of the Market name is optional and should be confirmed
with your marketing leader. Please refer to the listing of GE’s Markets in
Section 1.02.
Note There are only 5 Markets that may use the GE Brand. Do not use
any other brand architecture component, sub-business, organization,
brand or product name with the GE Brand. Rare exceptions do exist but
Corporate approval is required.
Market names always appear in English. Do not translate a Market
name into a local language.
Level 3
Level 3 states the specific Business within the Market. This level
consists of one of GE’s 29 Business entities as listed in Section 1.03. Use
of the Business name is optional and should be confirmed with your
Business leader. It is acceptable to use both the Market name and the
Business name together.
Level 3
Business
Level 2
Market
GE Commercial Finance
Corporate Financial Services
Change.
Can you handle it?
Global Sponsor Finance knows that for you
and your customers, change is an everyday
event. We focus on being flexible and fast
to respond to your needs with our 7,500
professionals in over 30 countries around the
world. We may not be able to predict change
but we can certainly handle it.
Business names always appear in English. Do not translate a
Business name into a local language.
Level 4
Level 4 contains the Solution Platform and/or elements that describe,
define, or illustrate the Solution Platform, product, technology, key
account or geographic region. The Solution Platform is the offer to
the customer. Solution Platforms and elements are optional and may
be translated into local languages. Level 4 can be used whenever a
Market and/or Business name is present. Elements can be introduced
only when a Solution Platform is being communicated.
In direct response efforts sometimes sub-businesses, sub-brands or
product solutions must be prominently positioned as the leading brand
to maintain or drive results. See next page for guidelines on conveying
sub-businesses, sub-brands and other product solutions within the
Level 4 architecture for DR communications.
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Level 4
Solution Platform
imagination at work
1.05
Brand Architecture: Understanding the Architecture
(continued)
In the past, many Businesses have promoted and sold their
Solution Platforms as part of the GE Brand architecture, e.g.,
“GE Perfect Getaways” or “GE Polymershapes”. Under our new
brand architecture, these names must be conveyed in Level
4 without the lock-up to “GE”. However, it is known that DR
marketers must balance acknowledgement and growth of the
primary GE Brand with existing sales targets and expected results
from sub-businesses, sub-brands or product solutions already
known to customers.
Therefore, on the front side of direct response applications, you
have the flexibility of promoting the sub-business, sub-brand
or Solution Platform at the Level 4 architecture level without
the traditional architecture lock-up. This should be done along
with elements that further describe or illustrate the offer in an
inspirational and contemporary way. Sub-businesses, sub-brands
or Solution Platforms are always “brought to you by GE” or “by GE”
and should always be communicated as such to ensure the target
can associate GE to the offer. Under these circumstances, the
proper brand architecture must then be displayed appropriately
on the back side of the component.
Use of old brand architecture guidelines.
New Level 4 brand architecture creatively conveys the Solution Platform.
GE brand architecture lock-up is moved to the back side of the piece.
GE
Plastics
Polymershapes
Sky Light
Polymershapes by GE
skylights
imagination at work
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tough
virtually
unbreakable
made with
Lexan*
polycarbonate
www.gelexan.com
*
Trademark of General Electric Company
imagination at work
1.06 Brand Architecture: Lock-up for Levels 1, 2 and 3
Our brand architecture organizes our Markets in a way that defines
our key offerings, communicates the breadth and depth of GE to
our primary audiences, and clarifies how these offerings meet their
respective needs.
Level 1 is the GE Brand itself. “GE” must appear in every GE branded
application and communication. Level 1 must accompany Level 2
(Market) and/or Level 3 (Business) in all instances.
Note Level 1 is never represented by “GE” alone. “GE” must be used
with Levels 2 and/or 3 of the brand architecture, or as part of the
“GE” + Monogram lock-up. Please see Section 2.03 Low Brand
Awareness Markets for usage guides of the “GE” + Monogram
lock-up.
Level 2 is the Market Level, and defines the specific Market providing
the communication or offer. The Market Level is optional, and can be
used with or without the Business Level.
Level 3 is the Business Level, and states the specific Business within
the Market. The Business Level is optional, and can be used with or
without the Market Level.
Level 4 is the Solution Platform. The Solution Platform is the “offer”
to the customer. The Solution Platform is never used as part of the
lock-up with Levels 1, 2 or 3.
Note Levels 2, 3 and 4 are optional however, Level 2 may not be
interchanged with Level 3 or Level 4. Level 3 may not be
interchanged with Level 4 and vice versa.
Level 1
Brand
Level 2
Market
GE Market
Level 1
Brand
Level 2
Market
GE Market
Business
Level 3
Business
Level 1
Brand
GE
Business
Level 3
Business
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1.07 Brand Architecture: Proper Use
The brand architecture components appear in a fixed size and
position relationship to each other, and this relationship does not
change.
All elements align flush left
Position
In most instances, position the components of Levels 1, 2 and 3
of the brand architecture in the upper left corner of the particular
application. Stationery design is an exception to this rule. Please
refer to Section 2.02 Monogram and Architecture for additional
information.
Prints 50% tint
GE Market
Business
Prints 100%
Clear Space
Leave sufficient clear space around all text to enhance and
reinforce its presentation. The minimum amount of clear space
is equal to 25% of the diameter of the Monogram you use in the
particular application.
Typography
All components of the brand architecture are set in GE Inspira, and
all text is set flush left.
Color
When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 100% of the color you use for the Monogram.
Note When using Level 3 (Business), Level 3 text prints in 100%
of the color of the Monogram, and Levels 1 and 2 (GE Brand and
Market) text prints in a tint of 50% of that color.
Refer to Section 9.0 Grids for information on sizing brand
architecture components correctly.
Monogram and tagline lock-up: fixed relationship
Clear space is 25% of
Monogram diameter
imagination at work
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1.08
Brand Architecture: Improper Use
1.
Don’t use Level 1 (GE Brand) without Level 2 (Market)
and/or Level 3 (Business).
2.
Don’t lock Level 4 (Solution Platform) in the upper-left
corner with Levels 1,2 and 3 of the brand architecture.
3.
Don’t tint Level 1 (GE Brand) or Level 2 (Market) when used
without Level 3 (Business).
4.
Don’t use different colors for the brand architecture
components.
5.
Don’t use any font other than GE Inspira for brand
architecture components.
1.
2.
GE
4.
5.
GE Market
Business
3.
GE Market
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GE Market
Business
Solution Platform
GE Market
Business
1.09 Brand Architecture: Review
Our brand architecture organizes our Markets in a way that
defines our key offerings, communicates the breadth and depth
of GE to our primary audiences, and clarifies how these offerings
meet their respective needs.
When creating new Businesses, Solution Platforms and Element
names, limit the number and keep the names short, relevant and
descriptive. When creating new names, ask individuals outside
your own business if they understand the new name and the offer
it defines.
Note Of our six Markets, only five may use the GE Brand. Do not
use any other brand architecture component, sub-business,
organization, brand or product name with the GE Brand. Rare
exceptions exist and must have Corporate approval.
The Monogram and brand architecture components always
appear in the same color. Our goal is to build a stronger visual and
verbal relationship between the Monogram and all of the products
and services that GE offers the world today.
The most important brand is GE.
The only acronym in the brand
architecture is “GE.”
Always spell names in full.
The Monogram and brand
architecture components always
appear in the same color.
Do not use any other brand
architecture component, subbusiness, organization, brand or
product name with the GE Brand.
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2.0
Monogram
2.01
2.02
2.03
2.04
2.05
Overview
Proper Use
Limited Space Lock-up ― Low Brand Awareness Markets
Limited Space Lock-up ― With Market Name
Improper Use
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2.01 Monogram: Overview
The GE Monogram reflects our heritage, and lays a solid
foundation for our future. Its consistent look across all applications
embraces a wide color palette, and reflects our customer-centric
philosophy of being friendly, open, approachable and a part of the
world we live in.
The Monogram is the key element in the new brand expression
system, and consists of two parts: the cursive and historic
“GE” letterforms and the stylized circle. These elements always
appear in a fixed size and position relationship that does not
change. Regardless of region, local language, or language of the
application (brochure, advertising, stationery), never translate the
“GE” letterforms in the Monogram into another language. Do not
recreate it.
There is only one version of artwork for the Monogram. Use it for
both positive and negative applications. Artwork is supplied as
an Encapsulated PostScript file (EPS), and can be downloaded in
black, white and all the colors of our palette. Do not change or
modify the Monogram.
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2.02
Monogram: Proper Use
Location
Monogram can be set either bottom left, or top left on any printed
material.
Monogram can be placed only once per side, per piece and on
either the front or the back (only as appropriate) of material.
Do not use the Monogram more than once on any application
surface/spread. This includes printed material with detachable
sections.
For specific brand guidelines for Monogram use on envelopes,
letters, forms and brochures, please see Section 8.0 Direct
Marketing Components.
Color
When possible, apply the Monogram in color on white
background. When it’s neither practical or cost effective, apply
the Monogram in black on white background or in white on an
approved GE colored background.
Mr. Bob Smith
Vice President
ABC Company
Anytown, NY 100001
Introducing a cleaner,
greener power machine.
In DR, the Monogram often
appears at the top left of
envelopes and letterhead to
identify sender.
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2.02
Monogram: Proper Use (continued)
Correct use of clear space on a letterhead.
Clear Space
To enhance the presentation of the Monogram, leave
sufficient clear space around it. The minimum amount of
clear space is equal to 25% of the diameter of the Monogram
you use, as shown below.
Correct use of clear space on
a brochure.
GE Consumer Finance
GE
Equipment Services
July 30, 2005
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Minimum Size
The minimum size of the Monogram in any print application
is 0.25”/6.53mm in diameter.
Legal Summary
Plan Description
Dear Mr. Smith,
GE Makes Plant Hire Easier
As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:
-
Fair’s Fair
o
Damage at £50 or below will incur no charge
Collect & Save
o
Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
5-4-5 Loyalty Award
o
5% rebate on incremental spend over 12 months starting June 2005
In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.
By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.
We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.
Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you
soon.
Yours faithfully/sincerely
Martyn Durran
Head of Sales
imagination at work
Preferred version (positive application).
Minimum clear space: 25% Monogram diameter.
Alternate version (negative application).
Minimum size Monogram
0.25”/6.35mm, shown here
at full size.
Minimum size
25%
25%
25%
25%
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You may reverse the
Monogram in white
out of any color in the
approved color palette.
Refer to the Direct
Response Color
Migration Strategy
matrix in Section 4.0 to
determine correct color
use in your market.
2.02
Monogram: Proper Use (continued)
General Lock-Up Guideline.
Monogram and Architecture
Marketers have the flexibility to use both Monogram and
architecture to support the GE Brand experience in
communication and to ensure the target clearly understands
who the communication is from. This can be applied on any
component as deemed appropriate for creating response and
growing brand awareness.
Spacing = 25% Monogram diameter - 0.1275”/3.25mm
Minimum clear space = 25%
the diameter of the Monogram
0.2125”/5.45mm
GE Marketx
Business
The combination of the Monogram and architecture is called
the architecture lock-up, appearing in a fixed-size and
position relationship that does not change.
The architecture lock-up always appears in one color, i.e., the
Monogram and architecture text are the same color.
The Monogram can also be used with or without brand
architecture based on what best supports a higher response
rate. But, if the brand architecture is used, then the
Monogram must also be used.
Architecture 18pt GE Inspira Regular, 19pt leading
Monogram size = 0.85”/21.75mm
Correct application of Monogram.
GE
Equipment Services
July 30, 2005
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Dear Mr. Smith,
GE Makes Plant Hire Easier
As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:
-
Fair’s Fair
o
Damage at £50 or below will incur no charge
Collect & Save
o
Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
5-4-5 Loyalty Award
o
5% rebate on incremental spend over 12 months starting June 2005
In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.
By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.
We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.
Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you
soon.
Yours faithfully/sincerely
Martyn Durran
Head of Sales
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Center on x-height
2.02
Monogram: Proper Use (continued)
Monogram and Architecture
Direct response letters are deemed limited space applications
and address text is typically located top left below the GE Brand,
Market and/or Business name.
DR marketers may also apply GE’s stationery guidelines to
envelopes and letterhead with respect to brand architecture
levels. In situations where the Monogram is located on the top
left of an envelope or letter, architecture levels 1, 2 and 3 may be
located top right. However all information must be aligned flush
left.
For additional details, see the Stationery Guidelines on Brand
Central.
John Smith
General Manager
Corporate Marketing & Branding
Level 1
GE
Street Address
City, State Postal Code
Country
T 123 456 7890
F 123 456 7890
john.smith@ge.com
Level 2
Level 1
Level 3
GE Market
Business
The GE Brand appears in the
address text block only. Use the Level 1
GE Brand only once in stationery
applications. Use of the GE Brand
without the Market or Business is only
allowed on stationery applications.
Level 1
Level 2
GE Healthcare
Claire Waxman
Manager
Global Marketing Communications
Street Address
City, State Postal Code
Country
T 123 456 7890
F 123 456 7890
claire.waxman@ge.com
Monogram top left; architecture top right and left justified.
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This example shows the use of Level 1, GE Brand and Level 2, the Market name.
2.03
Monogram: Limited Space Lock-up ― Low Brand
Awareness Markets
This page shows the lock-up version of the Monogram and “GE”
in limited space situations in Markets where awareness of the
GE Brand is low.
Example 1 illustrates the lock-up size and position. Establish the
Monogram size. The cap height of “GE” is one-third the diameter
of the Monogram. “GE” is set 15% of the diameter size away
from the right of the Monogram. Center “GE” vertically to the
right of the Monogram.
Example 1
Spacing = 15% Monogram diameter
Example 2 illustrates the rules for clear space. Maintain a
minimum clear space of 12.5% of the diameter of the
Monogram around the lock-up.
GE
Refer to the Color Migration Strategy Matrix in Section 4.0 for
correct color guidelines.
Note The minimum allowed size of the Monogram is 0.25 inches
in diameter.
33%
33%
The cap height of the letters “GE” is 33%
or one-third the diameter of the Monogram.
Example 2
GE
Minimum clear space = 12.5%
of the diameter of the Monogram.
Direct Response Communications
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33%
Center
2.04 Monogram: Limited Space Lock-up ― With Market Name
This page shows the lock-up version of the Monogram, “GE”
and the Market name for limited space situations in Markets
where awareness of the GE Brand is low.
Example 1 illustrates the lock-up size and position. The
cap height of “GE” is one-fifth the diameter of the Monogram.
“GE” is set 25% of the diameter size away from the top of
the Monogram. Center “GE” and the Market name above
the Monogram.
Example 2 illustrates the rules for clear space.
Example 1
Center
GE Market
Maintain a minimum clear space of 12.5% of the diameter
of the Monogram around the lock-up.
20%
Spacing = 25% Monogram diameter
20%
Refer to the Color Migration Strategy Matrix in Section 4.0 for
correct color guidelines.
Note The minimum allowed size of the Monogram is 0.25 inches
in diameter.
The cap height of the letters “GE” is 20%
or one-fifth the diameter of the Monogram.
Example 2
GE Market
Minimum clear space = 12.5%
of the diameter of the Monogram.
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2.05 Monogram: Improper Use
Please note that the current GE Brand expression does
not permit use of the previous version of the Monogram.
Therefore, do not use any reverse or dynamic versions
of the Monogram (shown here as “Don’ts” in examples 2
and 3).
1.
Don’t use the former 3-D Monogram.
2.
Don’t use the “old” version of the Monogram (reverse).
3.
Don’t crop the Monogram.
4.
Don’t use GE or the Monogram in words or sentences.
5.
Don’t use a black Monogram on a color background.
6.
Don’t rotate the Monogram.
7.
Don’t reverse the Monogram on any color ― only white.
8.
Don’t use the Monogram in color on a background color.
9.
Don’t reverse the Monogram out of white on a color.
1.
2.
3.
4.
GEnius
nius
5.
6.
7.
8.
9.
10.
11.
12.
10. Don’t use the Monogram directly on a photograph.
11. Don’t superimpose the Monogram over type or imagery.
12. Don’t apply any visual effects to the Monogram in print.
13. Don’t add any movement or effects to the Monogram.
14. Don’t add drop shadows to the Monogram.
type
15. Don’t create any primary or secondary graphic device
that simulates the Monogram.
16. Don’t create a multi-colored version of the Monogram.
13.
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14.
15.
16.
2.05
Monogram: Improper Use (continued)
17. Don’t use architecture without the presence of the
Monogram.
18. Don’t use the Monogram more than once per piece (e.g.
letterhead) or spread (e.g. inside spread on a brochure).
19. Don’t center justify Monogram
20. Don’t use different colors within the Monogram and
architecture lock-up.
21. Don’t align Monogram and architecture to the right.
17.
18.
19.
GE
Equipment Services
GE
Equipment Services
July 30, 2005
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
20.
Dear Mr. Smith,
GE Makes Plant Hire Easier
As part of our drive to make hiring plant easier, GE recently introduced three new service offerings designed to
enhance transparency and increase the level of flexibility available to you.
From June 1st 2005, GE introduced:
-
GE
Equipment Services
Fair’s Fair
o Damage at £50 or below will incur no charge
Collect & Save
o
Save up to £80 on 14 day’s hire by collecting & returning specific equipment to our depot
5-4-5 Loyalty Award
o
5% rebate on incremental spend over 12 months starting June 2005
In developing these new offers, GE recognises that you operate in some of the most challenging environments
every day where inadvertent bumps and grazes are going to happen. We also understand that being flexible
can be the difference between on time completion & financial penalties.
By placing you and your needs at the centre of our business, we believe this helps to develop long-term
relationships that benefit both parties and create the right environment for growth.
21.
We would very much welcome an opportunity to discuss how our new and existing services might help you
and your business. Therefore, our local sales manager will be contacting you shortly to discuss any plans or
requirements you might have in the near future.
Meantime, should you have any questions or concerns, please contact your local depot (numbers can be
found on the back of the enclosed leaflet) or email us at planthireinfo@ge.com - we hope to hear from you
soon.
GE
Equipment Services
Yours faithfully/sincerely
Martyn Durran
Head of Sales
GE imagination at work
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www.geplanthire.com
3.0
Tagline
3.01
3.02
3.03
3.04
3.05
3.06
Overview
Proper Use
Markets with Limited Recognition of GE
Translation
Color Use
Improper Use
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3.01 Tagline: Overview
The “imagination at work” tagline and campaign symbolize the
creative spirit and can-do attitude of GE people. Together we
offer technologies and services that make a difference for our
customers.
The “imagination at work” campaign is also inherent in the
development of innovative and creative mass and direct response
strategies and executional processes.
You are encouraged to use the “imagination at work” tagline to
support business goals and/or help to differentiate the offer. It
is understood that for some Businesses, use of the tagline is not
a driver of behavior or response. In these circumstances, using
the tagline on any DR component is optional. But, if the tagline is
used, then the Monogram must also be used.
The tagline and Monogram appear in a fixed size and position
“lock-up” relationship that does not change. The tagline lock-up
always appears in one color, i.e., the Monogram and tagline text
are the same color.
Direct marketers have flexibility to use the tagline or exclude it.
However, if it is used, explicit lock-up rules must be followed.
Monogram and tagline lock-up.
Note Refer to the Color Migration Strategy matrix in Section 4.0 to
determine correct color use in your Market.
imagination at work
Monogram and tagline lock-up for Markets with limited recognition of GE.
GE imagination at work
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3.02 Tagline: Proper Use
There are two versions of the tagline lock-up: the standard,
one-line version, and the stacked, two-line version. Use the
standard version whenever possible. Use the stacked version
only in situations where space is limited and the one-line
version will not fit.
Standard lock-up: One-line version.
imagination at work
In the tagline lock-up, the Monogram and tagline appear in a
fixed size and position relationship that does not change.
Artwork for each version of the tagline lock-up is supplied as
an Encapsulated Postscript file (EPS) and can be downloaded in
black, white and all the colors of the direct response palette.
Do not change or modify this approved artwork.
Construction: Monogram and tagline lock-up is a fixed relationship.
Spacing = 15% Monogram diameter - 0.1275”/3.25mm
Location
The tagline can be set either bottom left or top left (but in most
cases, appears in the lower left corner of any printed material).
Minimum clear space = 25%
the diameter of the Monogram
0.2125”/5.45mm
imagination at workx
Center on x-height
Tagline 18pt GE Inspira Regular
Monogram size = 0.85”/21.75mm
Stacked lock-up: Use in limited space situations only.
Monogram size = 0.85”/21.75mm
imagination at work
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Spacing = 15% Monogram diameter - 0.1275”/3.25mm
Tagline 18pt GE Inspira Regular
3.03 Tagline: Markets with Limited Recognition of GE
In markets where there is limited recognition of GE, add the
GE Brand to the tagline lock-up, as shown, so that the tagline
text reads “GE imagination at work”.
Artwork for each version of the tagline lock-up is supplied as an
Encapsulated PostScript file (EPS) and can be downloaded in
black, white and all the colors of the direct response palette.
Standard lock-up: One-line version.
GE imagination at work
Do not change or modify this approved artwork.
Construction: Monogram and tagline lock-up is a fixed relationship.
Spacing = 15% Monogram diameter - 0.1275”/3.25mm
Minimum clear space = 25%
the diameter of the Monogram
0.2125”/5.45mm
GE imagination at workx
Center on x-height
Tagline 18pt GE Inspira Regular
Monogram size = 0.85”/21.75mm
Stacked lock-up: Use in limited space situations only.
Monogram size = 0.85”/21.75mm
GE imagination at work
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Spacing = 15% Monogram diameter - 0.1275”/3.25mm
Tagline 18pt GE Inspira Regular
3.04
Tagline: Translation
B2C applications
In B2C communications, the tagline may appear either in English
or in the local language. Use one or the other, but do not use both.
In certain markets, the GE Brand must appear with the tagline.
B2B applications
Tagline use for B2B applications differ slightly from B2C. For B2B
uses, the tagline must always appear in English. Translation into
local language can accompany the English, but only in a specific
lock-up. See B2B example to the right. Use the addition of a
translated tagline if it is legally required, if it will enhance
communication or if it is a cultural preference.
B2C Application: Translation of tagline A4.
0.85”/
21.75mm
l’imaginationatenwork
action
GE imagination
0.45”/11mm
GE Inspira Regular, 18pt
Obtain the correct translations from the brand team at
brand.questions@ge.com.
The tagline translation is always set in GE Inspira in the same color
as the English version. This example shows the type size for a
tagline translation for an A4 size format.
GE l’imagination en action
In some markets, legal requirements require all information to
appear in two languages, with equal emphasis. All dual language
applications must receive approval from the Corporate advertising
team in Fairfield, CT, USA or in Brussels, Belgium.
B2B Application: Translated tagline placement A4.
Align translation flush left with the tagline
0.85”/
21.75mm
work
GE imagination at work
GE l’imagination en action
0.3”/
8mm
0.45”/11mm
GE Inspira Regular, 9pt
GE imagination at work
GE l’imagination en action
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GE Inspira Regular, 18pt
3.05 Tagline: Color Use
The tagline always prints in 100% of the color you use for the
Monogram. Consideration should be given to colors used in mass
media when followed up by a direct communication for synergy
and to leverage familiarity with the target. Refer to Section 4.0
Color Palette to determine correct tagline and color use in your
Market. The artwork for the Monogram and tagline lock-up is
fixed, and although it can scale in size, the size and position
relationship does not change.
When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 100% of the color you use for the Monogram. When
adding Level 3 (Business), Level 3 text prints in 100% of the color
of the Monogram and Levels 1 and 2 (Brand and Market) text
prints in a 50% tint of that color.
In certain circumstances, when a Market wishes to build
awareness for and promote its name as well as promoting its
Solution Platform, both the Market and the Solution Platform
names may appear in 100% color. In these cases, the business
name is omitted and the Solution Platform name appears in
Level 4 architecture.
Note B2B businesses may use the full palette of 14 colors
for prospecting in direct response communications; not for
advertising. See B2B Advertising Guidelines for ad standards.
Level 1 (GE Brand) and Level 2 (Market)
print in 100% of the color of the Monogram.
When adding Level 3 (Business), Level 3
prints in 100% of the color and Level 1 (GE Brand)
and Level 2 (Market) become a 50% tint of the color.
GE Market
GE Market
Business
imagination at work
imagination at work
Monogram and tagline always print in 100% of the color. All components align flush left.
Direct Response Communications
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3.06 Tagline: Improper Use
We encourage you to become familiar with the correct use
of the Monogram and tagline lock-up. Please note that the
current GE Brand expression does not permit use of the
previous versions of the Monogram and tagline.
1.
2.
imagination at work
imagination at work
imagination at work
The “imagination at work” campaign replaces all previous
campaigns, such as “We bring good things to life”.
1.
Don’t use the former 3-D Monogram.
2.
Don’t use the tagline with the reverse Monogram.
3.
Don’t position the tagline above the Monogram.
4.
Don’t break up the tagline into two or three lines.
5.
Don’t use initial caps on the tagline.
6.
Don’t abbreviate the tagline.
7.
Don’t change the scale relationship between the
Monogram and tagline. It is fixed.
8.
Don’t use any other font but GE Inspira Regular.
9.
Don’t position the tagline to the left of the Monogram.
3.
4.
5.
imagination
at work
7.
10. Don’t align the tagline with the top of the Monogram.
i@w
Imagination At Work
8.
9.
imagination at work
imagination at work
11. Don’t stretch or skew the tagline.
6.
imagination at work
12. Don’t split the tagline with the Monogram.
13. Don’t position the tagline underneath the Monogram as
more than one line.
14. Don’t use previous campaign taglines, e.g., “We bring
good things to life”.
10.
11.
imagination at work
15. Don’t use the tagline without the Monogram.
imagination
13.
14.
imagination
at
work
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12.
at work
15.
We bring good things to life.
imagination at work
4.0
Color Palette
4.01
4.02
4.03
4.04
4.05
4.06
4.07
4.08
4.09
White Space
Overview
Tinting
Backgrounds
Direct Response Color Migration Strategy
“Bright” Color Breakdown
“Light” Color Breakdown
Combinations
Color Stock
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4.01
Color Palette: White Space
White space
Our mass advertising reinforces our
contemporary, clean and inviting approach
through extensive use of white space.
White space can be used to create synergy
between mass and direct communications and
is encouraged to be used liberally throughout
DR visual representations. It is acknowledged
that direct marketers use color extensively to
get mailings noticed and drive specific actions.
The guidelines in this section as well as Section
8.0 on DM Components, will provide and show
varying degrees of flexibility for using white
space in direct response, while integrating
compelling color.
Advertising
DR Letter
GE
Energy
GE
Energy
Nice thing about a wind farm: all year it’s harvest time.
Now clean wind energy is always in season, thanks to a revolutionary 3.6 MW wind turbine
from GE that’s 40 stories tall, with blades almost as wide as the wingspans of two jumbo jets.
It’s a giant step in the direction of renewable energy. Isn’t that a breath of fresh air?
To learn more, visit www.ge.com
GE Money
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
What’s more important?
Performance or control?
Dear Mr. Smith,
How can you balance production demands with the need to maintain low emissions?
Overemphasize one over the other and you could lose it all.
Get performance and control with Precipator Power
Control Systems.
Fortunately, GE provides the right equipment
to help you achieve the perfect balance between low
emissions and high plant performance.
Go to gepower.com/airquality to learn more
or call 1.800.821.2222. GE Energy can help
you find the right balance.
Sincerely,
Dan Brown
Education Manager
Use of white space in conjunction with other
brand elements in DR creates synergy and is
encouraged as it reminds customers of their
familiarity and experience with GE.
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Collateral Cover
P.S. Call or go online to arrange to use our Juicecan predictive software to find out
how it can help at your plant. The phenomenal effects include 50% reductions in
opacity and 120% increase in secondary current.
imagination at work
imagination at work
Stop thinking...
4.02 Color Palette: Overview
The GE Brand expression embraces an intentionally diverse color
palette and reflects our customer-centric philosophy of being
friendly, open and approachable. A primary objective of our brand
expression is to create a light, bright impression of GE, and our
color philosophy calls for using color liberally throughout all of our
communications.
There are 14 colors in GE’s color palette. Associating GE with
our approved color palette will contribute to an image of energy
and vitality. Therefore, the use of color and white backgrounds is
encouraged whenever and wherever possible for DR. However, it
is acknowledged that in some DR situations, either strategically or
due to cost constraints, black may be used as a color.
We do not color code our Businesses, our products or our
service offerings; rather, the palette comprises bold, bright
and optimistic colors that each Market may use depending
on the context and tone of the application.
“Bright” Color Palette
Pantone: 7455
Pantone: 260
Pantone: 485
Process Cyan
Pantone: 144
Pantone: 376
Pantone: Black 6
Pantone: 7530
Pantone: 7445
Pantone: 500
Pantone: 292
Pantone: 109
Pantone: 557
Pantone: 877 (Silver)
“Light” Color Palette
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4.03
Color Palette: Tinting
Monogram and Tint Colors for Brand Architecture
This page shows the approved colors and tints for each color in
the GE color palette. Use tints for Market names only when using
a Business name. If you do not use a Business, do not use a tint
for the Market name.
When using only Level 1 (GE Brand) and Level 2 (Market), all text
prints in 100% of the color you use for the Monogram. When
adding Level 3 (Business), Level 3 text prints in 100% of the color
and Levels 1 and 2 (GE Brand and Market) become a 50% tint of
that color.
Level 1 (GE Brand) and Level 2 (Market)
print in 100% of the color of the Monogram.
When adding Level 3 (Business), Level 3 prints in
100% of the color and Level 1 (GE Brand) and
Level 2 (Market) become a 50% tint of the color.
GE Market
GE Market
Business
On stationery, the only color used for printing the brand
architecture levels is black. Refer to Stationery guidelines on
Brand Central for additional information.
imagination at work
imagination at work
Monogram and tagline always print in 100% of the color. All components align flush left.
“Bright” Color Palette
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
Pantone: 7455
Pantone: 260
Pantone: 485
Process Cyan
Pantone: 144
Pantone: 376
Pantone: Black 6
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
Pantone: 7530
Pantone: 7445
Pantone: 500
Pantone: 292
Pantone: 109
Pantone: 557
Pantone: 877 (Silver)
“Light” Color Palette
Direct Response Communications
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4.04 Color Palette: Backgrounds
This page illustrates use of colors and tints on color
backgrounds. Refer to this guide particularly when creating
applications with Levels 1, 2 and 3 information (GE Brand,
Market and Business).
When using Level 1 (GE Brand) and Level 2 (Market),
reverse them in white out of the background color.
When adding Level 3 (Business), Level 1 (GE Brand)
and Level 2 (Market) print in a 50% tint of the
background color.
Level 3 (Business) reverses in white out of the
background color.
On color backgrounds, reverse the Monogram and/or tagline
lock-up in white.
GE Market
GE Market
Business
“Bright” Color Palette
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
Pantone: 7455
Pantone: 260
Pantone: 485
Process Cyan
Pantone: 144
Pantone: 376
Pantone: Black 6
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
50% Tint
Pantone: 7530
Pantone: 7445
Pantone: 500
Pantone: 292
Pantone: 109
Pantone: 557
Pantone: 877 (Silver)
“Light” Color Palette
Direct Response Communications
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4.05 Color Palette: Direct Response Color Migration Strategy
The full color palette of 14 colors may be used in advertising
only in Markets where aided consumer awareness of the
GE Brand is 85-100%. However, direct marketers have more
flexibility to select the colors required to drive response from
the palette, even if awareness levels are low. At the same
time, DR marketers may prefer to align with colors used in
advertising in their area to tap into brand recognition. If you’re
unsure of consumer awareness levels in your Market, check
Brand Central or contact the brand management team at
brand.questions@ge.com.
All consumer awareness data must be reviewed by the
Corporate Brand Team, which will work with each Market to
establish the relevant tiers per country.
Note As we build recognition in Markets where GE is not well
known, it is important to associate the GE Brand with color.
B2B businesses may use the full palette of 14 colors for direct
response communications; not for advertising. Please refer to
the B2B Brand Expression Guidelines for correct use of color
in ads.
All GE approved advertising colors can be used in B2B and B2C Direct Response communications
regardless of your market’s awareness levels. However, DR marketers may want to focus on colors
used in other marketing mediums in their Market to create and leverage design synergy.
Awareness
Approved GE Colors
Approved Tagline
0-45%
“GE imagination at work”
7455
46-69%
“GE imagination at work”
7455 260
70-84%
“imagination at work”
7455 260
485
Cyan
85-100%
“imagination at work”
7455 260
485
7530 7445 500
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Cyan 144
376
292
557
109
877
4.06
Color Palette: “Bright” Color Breakdown
Print use:
Print use:
Print use:
Print use:
Print use:
Print use:
Print use:
Pantone 7455
C 80
M 53
Y 0
K 0
Pantone 260
C 52
M 100
Y 0
K 26
Pantone 485
C 0
M 95
Y 100
K 0
Process Cyan
C 100
M 0
Y 0
K 0
Pantone 144
C 0
M 48
Y 100
K 0
Pantone 376
C 50
M 0
Y 100
K 0
Pantone Black 6
C 0
M 0
Y 0
K 100
TOYO CF0444
TOYO CF0971
TOYO CF0100
TOYO CF0383
TOYO CF0154
TOYO CF0245
TOYO CF0946
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
R 65
G 87
B 173
R 95
G 0
B 95
R 225
G 0
B 0
R 0
G 153
B 255
R 255
G 125
B 0
R 101
G 184
B 33
R 0
G 0
B 0
HEX# 3E57AD
HEX# 5F005F
HEX# E10000
HEX# 0099FF
HEX# FF7D00
HEX# 65B821
HEX# 000000
PANTONE® The colors shown throughout these and all GE guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE® Color Standards. Consult current
PANTONE® Publications for accurate color. PANTONE® is the property of Pantone, Inc.
TOYO 94 COLOR FINDER 1050 The TOYO references should be used as a guide. Where possible use Pantone to match colors. © 1998, 2002 TOYO INK MFG. CO., LTD. All rights reserved.
Direct Response Communications
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4.07
Color Palette: “Light” Color Breakdown
Print use:
Print use:
Print use:
Print use:
Print use:
Print use:
Print use:
Pantone 7530
C 3
M 0
Y 10
K 20
Pantone 7445
C 30
M 20
Y 0
K 3
Pantone 500
C 0
M 38
Y 21
K 11
Pantone 292
C 49
M 11
Y 0
K 0
Pantone 109
C 0
M 10
Y 100
K 0
Pantone 557
C 30
M 0
Y 20
K 15
Pantone 877
(Metallic Silver Ink)
TOYO CF0548
TOYO CF0466
TOYO CF0740
TOYO CF0421
TOYO CF0192
TOYO CF0662
TOYO CF1043
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
Electronic use:
R 150
G 139
B 125
R 158
G 163
B 210
R 200
G 129
B 133
R 113
G 172
B 228
R 255
G 214
B 0
R 150
G 181
B 171
Do not use gray
HEX# 968B7D
HEX# 9EA3D2
HEX# C88185
HEX# 71ACE4
HEX# FFD600
HEX# 96B5AB
CMYK The CMYK breakdowns were produced using “standard” densities. Target density values are: Black (K) 1.70 ± 0.05, Cyan © 1.30 ± 0.05, Magenta (M) 1.35 ± 0.05 and Yellow (Y) 0.95 ± 0.05. We used
a line screen of 200 and the plate order was K-C-M-Y. Always try to achieve the best color match to the Pantone Color. Colors printed in U.S. SWOP may differ from EURO CMYK as these colors may
appear darker than expected.
Direct Response Communications
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4.08 Color Palette: Combinations
White space and clean, monochromatic visuals are key
components of the brand. In advertising and other mass
communications, a monochromatic look is preferred where
a single color palette is used for copy, Monogram and
architecture. Example 1 shows an effective monochrome
look across mass advertising. Example 2 shows how this
monochromatic look is applied in direct response.
Note For DR, there is some additional flexibility in color
use, as well as upcoming in-market testing to substantiate
the business benefit of combining palette colors in DR
communications.
Example 1 Use of single color on a print ad.
Example 2 Use of single color on a DR component.
GE Money
GE
Water & Process Technologies
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
APR
7.99%
― one of our lowest
rates ever
Get a loan from the
comfort of your home
Dear Mr. Smith,
Getting a loan can mean lining up, filling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don’t have to leave the comfort of your home.
So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it’s easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it’s easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Very, very pure water.
With GE’s Water & Process Technologies, industries not only bring water up to higher
standards of purity, they conserve billions of gallons of water every year. And when
it comes to the environment, that’s a real blessing.
To learn more, visit gewater.com.
The same monochromatic
use of color in advertising
should be applied to DR.
Direct Response Communications
Version 2.0
Page 43
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we’ve paid the postage for you).
Sincerely,
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR offer is
extended to you until March 31st
so please consider this offer soon.
imagination at work
imagination at work
4.09 Color Palette: Color Stock
As white space is a key element in our brand expression, the selection
of white stock for letterhead and other DM components is an important
consideration. DR marketers have extensive flexibility to select white
stocks with budgeting and printing processes in mind.
At times, direct marketers may wish to create a different tone or
impression when developing elegant invitation style creative executions.
In these instances, marketers may use a variety of weight and textured
stocks within the range of white stock. Selection of off-white and other
color-toned stocks (e.g., pastels) is discouraged and white stock should
be used as the default for printed communications.
In-Market Testing
In select test markets where color toned stock has potential to influence
the impression of the communication, the use of cream-toned or silver/
grey toned stock is appropriate in small test quantities where results of
the isolated variable can be compared.
Preferred stock color.
Cream color letter stocks are discouraged.
Color-toned stocks are discouraged.
GE Money
GE Money
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Direct Response Communications
Version 2.0
Page 44
Dear Mr. Sample;
Dear Mr. Sample;
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
Exclusive Offer
Exclusive Offer
Exclusive Offer
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
• Credit lines
up to $25,000†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
• Credit lines
up to $25,000†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
• Credit lines
up to $25,000†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
5.0
Typography
5.01
5.02
5.03
5.04
5.05
5.06
Introduction
Overview
GE Inspira Characters
Non-Roman Languages
General Use
Improper Use
Direct Response Communications
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5.01
Typography: Introduction
Typography plays an important role in our new
brand expression in advertising, direct response
and literature. Our system incorporates a new,
custom-designed type font called GE Inspira that
we will use globally in all media. It is derived from
the curves and the classic hand-drawn character
of the Monogram. GE Inspira comes in different
styles and weights, which provide visual distinction
and differentiation in DR applications for text,
headlines, call-outs, and the Johnson Box.
GE Inspira font sets can be downloaded from
Brand Central.
GE Inspira is precise and modern, reflecting our
brand attributes. Over time, it will become highly
recognizable and contribute to the memorability
of our brand.
Scale
Scaling typography size appropriately will help to
clarify communications, provide emphasis and
enhance visual effect. Refer to Section 5.05 for
guidance on scaling typography.
Note Very explicit guidelines for typography use in DR communications are explained in
Section 8.0, covering areas from typography within sidebars on DR letters to combining
type and design elements on envelopes.
Direct Response Communications
Version 2.0
Page 46
GE Money
Get a Line of Credit
from GE Money for up to
$25,000
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
• No annual fee
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to
consolidate your bills and be out of debt in as little as 36 months.
• You can get out
of debt in as little
as 36 months
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
• APR as low as 7.99%†
• Credit lines
up to $25,000†
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
• No prepayment
penalty
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
• Use your account
for anything
you want
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
• Funds can be
deposited directly
into your checking
account
5.02
Typography: Overview
Specifically designed for us,
GE Inspira is bold, precise and
modern. It is individual and
recognizable and brings a
new VISUAL distinctiveness
to our brand.
Use GE Inspira Regular for body copy and headlines.
Use GE Inspira Bold for subheads.
Use GE Inspira Italic to show emphasis.
Use all caps for emphasis.
Use GE Inspira Bold Italic for emphasis.
Direct Response Communications
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Use underlining for emphasis.
5.03
Typography: GE Inspira Characters
abcdefghijklmnopqrstuvwxyz123
4567890ABCDEFGHIJKLMNOPQRS
TUVWXYZ!"#$%&()*+,./:;<=>?@[\]
^_`{|}~ÄÅÇÉÑÖÜÂÊÁËÈÍÎÏÌÓÔÒÚÛÙ
ÀÃÕŒáàâäãåçéèêëíìîïñóòôöõúùû
ü†°¢£§•¶ß®©™´¨ÆØ¥?ªºæø¿¡«»…
œ“”‘’ÿŸ€‹›fifl‡∙‚„‰
Direct Response Communications
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5.04 Typography: Non-Roman Languages
GE Inspira and GE Inspira CE fonts have characters that support
these languages: Afrikaans, Albanian, Basque, Breton, Catalan,
Croation, Czech, Danish, Dutch, English, Esperanto, Estonian,
Faroese, Fijian, Finnish, Flemish, French, Frisian, German, Hawaiian,
Hungarian, Icelandic, Indonesian, Irish, Italian, Lappish, Classical
Latin, Latvian, Lithuanian, Malay, Maltese, Mandarin (Pinyin District),
Maori, Moldavian, Norwegian, Polish, Portuguese, Provençal,
Romanian, Rumanian, Samoan, Scottish Gælic, Slovak, Slovene,
Slovenian, Sorbian, Spanish, Swahili, Swedish, Tagalog, Turkish,
Vietnamese, Welsh and Wendish.
GE Inspira Cyrillic and Greek fonts have characters that support
these languages: Belorussian, Bulgarian, Macedonian, Russian,
Serbian, Serbo-Croatian, Ukrainian and Modern Greek.
If you are creating GE materials in Arabic, Chinese, Devanagari,
Japanese, Korean or Thai, use the counterpart fonts specified
in the list on this page. To purchase these fonts use your usual
software/font resources in your local market/country.
Note GE employees in Japan have access to DF MaruGothic for
internal use only. If you are a GE employee in Japan, contact
brand.questions@ge.com.
Direct Response Communications
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Page 49
Arabic - Akhbar
Chinese
Traditional - M Yuen Light/Bold
Simplified - C Yuen Light
Devanagari - ITR Mitra
Japanese - DF MaruGothic
Korean - HY Gothic
Thai - Mokkara
5.05 Typography: General Use
These are general guidelines that will apply to most DR materials,
and are consistent with guidelines for advertising and literature.
Additional guidelines with respect to specific DM components
are noted in Section 8.0. Always use the GE Inspira set of fonts in
all applications.
Architecture
The correct size of the brand architecture components and
the tagline lock-up will be determined by the size of the DR
component in a particular execution. Refer to Section 2.0 on
Monogram and Section 3.0 on Tagline for correct lock-up
positioning. Ensure that the point size of the brand architecture
components and tagline text is the same when scaled. Refer to
Section 9.0 on Grids, for specific publication sizes and guidance
on grid construction and adjustment.
Headlines
On brochures, inserts, letters (i.e., on Johnson Boxes) and
envelopes, headlines should always be prominent and set in
the largest type size on the page. Headlines are always set in
GE Inspira Regular. Do not use GE Inspira Bold for headlines
(although bolding key words or phrases to draw reader attention
is acceptable). Headlines may also be left or center justified but
not set flush right.
Subheads
Subheads can use a large type and can also be presented in any
GE Inspira weight or style. Avoid using more than 2 font styles in
subheads. Subheads may also be left or center justified but not
set flush right.
Typography consistency across advertising and DR delivers a consistent brand experience to target audiences.
Print ad example.
GE
Commercial Finance
DR letter example.
GE
Commercial Finance
Mr. Bob Smith
SVP ABC Company
123 Anystreet
Anycity, CA 10001
Without proper
financing,
even a big idea
can come
up short.
We can help you
bridge the gap.
Dear Mr. Smith,
When determination alone can’t turn your vision into reality, GE
Commercial Finance can provide assistance to bridge the gap between
concept and completion.
We’re backed with local market exptertise, structuring flexibility, and the
unmatched capital resources of the GE company.
In the Western United States we’ve recently tailored several significant
transactions:
- $15, 424,000 fixed rate acquisition financing for 10 years for the Village of
the Four Seasons in San Jose, California.
- $8,000,000 low leverage, fixed rate refinancing for
10 years for The Aspens in Avon, Colorado.
So whatever your vision, GE would be pleased to
talk to you about how we can get your deal
done fast.
When determination alone can’t turn your vision into a reality,
GE Commercial Finance can provide assistance. With a diverse
and global product line, we’ll help you bridge the gap between
concept and completion.
Please call me at 949.477.1545 or go online to gerealestate.com.
Sincerely,
To learn more, visit www.ge.com.
Lew Grace,
Managing Director
imagination at work
imagination at work
Direct Response Communications
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Page 50
5.05
Typography: General Use
In-Market Testing
It is understood that at times there is a desire to use alternate
fonts in select DR communications, and direct marketers may
wish for further flexibility beyond the Inspira font style to draw
attention to important call-to-action messages or to highlight
important brand, product or service benefits.
In-market test of a handwritten font as a personalized message in the post script.
Direct marketers are encouraged to perform further comparative
testing. It is requested that testing be limited to handwritten
fonts on, or within, DR components to stimulate call-to-action
and response in selected test markets.
Testing of alternate fonts is limited to handwritten fonts only. GE
marketers should avoid indiscriminate use of any alternate fonts
in all direct communications.
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to
consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Direct Response Communications
Version 2.0
Page 51
PNo annual fee
Funds can be deposited
directly into your
checking account
APR as low as
P7.99%
†
You can get out
of debt in as little
as 36 months
lines
PupCredit
to $25,000
†
Use your account
for anything
you want
5.05
Typography: General Use (continued)
Body Copy
Body copy is always set in GE Inspira Regular. 10pt is considered a
standard size, but DR specialists have flexibility to select appropriate
size for target audiences, such as using larger font sizes when
targeting older prospects. Body copy should always be left justified
and full blocks of copy should not be centered or set flush right.
Leading
Type Size
Leading Size
9pt and below
+2pt ― use black color
9pt-24pt
+3pt ― can use color for this point and larger
Over 24pt
Use appropriate leading
Font Style Devices
Direct marketers have the flexibility to draw target audience attention
through the use of font styles. These include:
• Bolding text within a paragraph, subhead and Johnson Box
• Italicizing text
• Using ALL CAPS in a subhead
• Presenting the text in the same color as the Monogram
• Using a technique to highlight selected text
• Underlining subheads on selected text within a sentence
While using font style devices in direct communications can make a
piece easier to read and understand, using too many of these devices
in combination can look cluttered or ‘junky’ and undermine the
benefits of the GE Brand.
Section 8.0 on Direct Marketing Components explains guidelines on
the appropriate number of fonts style devices to be used per DM
component, to ensure balance of simplicity and the inviting nature of
our brand expression.
For general use however, avoid using more than two font styles at a
time.
Legal/Micetype:
Legal type can appear in Inspira or, for space considerations, in
another Sans Serif font such as Arial. This alternative font option is
only for legal type 7/9 pt.
Direct Response Communications
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Page 52
This example shows the use of bolding and underlining within a letter. Adding any
more font style devices may make this letter look cluttered.
Raymond Hulett
123 Anystreet
Anytown, USA
Special Offer: Save 20%
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract.
It’s called Service Protection Plus™ by GE and here are the benefits:
•
Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
•
Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
Sincerely,
Stan Simpson
Warranty Manager
P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.
5.06 Typography: Improper Use
In general, do not justify copy right or use full justification
with letters, brochures, inserts or postcards. Also, do not
center all text (e.g., all copy on brochure cover), although DR
specialists have flexibility to center text in some applications.
1.
Don’t use right justification.
2.
Don’t use full justification.
3.
Don’t center all text.
4.
Don’t indent paragraphs in body copy of letters or
brochures.
5.
Don’t use GE Inspira Bold for headlines (although
bolding key words or phrases to draw reader attention
is allowed).
6.
Don’t use more than 2 font styles in subheads.
7.
Don’t use any typesize smaller than 9pt. except for legal
or mice type.
8.
Don’t use alternate font options, sans serif and Arial, outside
legal applications.
1.
2.
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Subhead Subhead
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8.
Headline Headline
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dolor sit amet,
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tempor invidunt ut
labore et dolore magna
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et justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem
ipsum dolor sit amet. Lorem ipsum dolor sit amet,
consetetur sadipscing elitr, sed diam nonumy
eirmod tempor invidunt ut labore et dolore magna
aliquyam erat, sed diam voluptua.
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3.
Headline Headline
Lorem ipsum dolor sit amet, consetetur sadipscing elitr,
sed diam nonumy eirmod tempor invidunt ut labore et
dolore magna aliquyam erat, sed diam voluptua. At vero
eos et accusam et justo duo dolores et ea rebum. Stet clita
kasd gubergren, no sea takimata sanctus est Lorem ipsum
dolor sit amet.
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed
diam nonumy eirmod tempor invidunt ut labore et dolore
magna aliquyam erat, sed diam voluptua. At vero eos et
accusam et justo duo dolores et ea rebum. Stet clita kasd
gubergren, no sea takimata sanctus est Lorem ipsum dolor
sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore
et dolore magna aliquyam erat, sed diam voluptua.
6.0
Imagery
6.01
6.02
6.03
6.04
6.05
6.06
6.07
Introduction
Overview
Style Overview
Photography Cut-Outs
Icons
Inset Imagery
Improper Use
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6.01
Imagery: Introduction
Imagery is a universal medium used to tell
stories and make human connections. In
our new brand expression we use imagery
to communicate our offer in a compelling
and immediate way to make a meaningful
connection with all of our audiences.
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6.02 Imagery: Overview
In the past, we have not used photographs of people in our
marketing communications. In our new brand expression, we now
want to emphasize our approachable and contemporary character.
We want to show our customers that GE evolves with them through
life. We encourage use of imagery that motivates desired behavior
and shows how our customers benefit from using our products and
services.
We are a global organization and although our customers speak
many languages, our common language is visual. We encourage
you to portray our offer using imaginative and dynamic images that
will trigger a response, an emotion or call-to-action.
When using examples of our products, such as engines or plastics,
even if the photo is static, try to find an unusual or innovative way of
presenting it in combination with typography and design to trigger
response.
We also respect that in some DR applications, use of photography
that reflects the global brand style is not appropriate. DR marketers
have the flexibility to apply imagery where it makes sense.
Guidelines are provided for general use as well as specific guidelines
for direct response components. Please see Section 8.0 for more
specific examples and guidelines of imagery use in various DR
components.
imagination at work
Save up to 20%
see inside
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6.03 Imagery: Style Overview
In our new brand expression, we encourage use of photographs
and illustrations. Using imagery that illustrates our brand attributes
will reinforce our personality, show the pride we take in meeting our
customers’ needs and show our own imagination at work.
Imagery should cover no more than 50% of any DR piece. Full bleed
imagery is in contrast with the bright, white space elements of the
GE Brand and is not allowed.
Photography
When developing envelopes and letters, use only one image per
page. When developing brochures or other items with multiple
panels or pages, where the objective is to provide supplemental
information on benefits/functionality of the product or service,
multiple images can be used. But only a single primary image
should appear on each panel or page. Inset imagery should be used
only when necessary. See Section 6.06 Inset Imagery for specific
guidelines.
Illustrations
Use illustrations where photography is not available, not practical,
nor appropriate, e.g., technical manuals.
Refer to Section 8.0 for detailed guidelines on imagery use by DM
component.
Cut-out example, envelope.
imagination at work
Save up to 20%
see inside
Non-cut-out example, invitation postcard.
GE
Energy
Thinking about energy use in the future?
imagination at work
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6.04 Imagery: Photography Cut-Outs
Where possible, use cut-out versions of photographs on white
backgrounds, or close-cropped photos. Use non-cut-out imagery to
show benefit or emotion in relation to environment or to support the
proposition.
Non-cut-out images should not bleed. When an image does not
extend to the margins, use the center line as a guide for position.
When cut-outs do not bleed off a page, use the center line as a
guide for position. Do not use key line art around any photographs.
Feathered edge photography is discouraged and should be phased
out of communication.
Imagery bleeds off three edges.
GE
Energy
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
Refreshing ideas
to save you time and money.
Dear Mr. Smith,
Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
It may be worth 15 minutes of your time to contact GE if any of these
situations sound familiar:
•
•
•
You’ve outgrown your process cooling capacity.
You need supplemental comfort cooling due to expansion or change
in process.
Production capacity limitations are delaying a new product release.
Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
Sincerely
Bob Newton,
Sales Manager
Energy Solutions by GE
P.S. You can contact a GE representative at
1-877-555-5555 or visit gepower.com/rentals.
imagination at work
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Imagery uses center line as a guide.
6.05 Imagery: Icons
GE direct marketers have proven the effectiveness of using icons to
drive response. They are an important component of the DR tool kit.
Icons should be consistent across all GE direct response. They should
reflect the unique, organic, rounded style of the GE Inspira font.
Note Proprietary GE icon design development is in progress and
will be made available on Brand Central. The icons on this page are
suggestive placeholders.
Generic icons sourced from the Internet, as well as pictogram icons
(vs. line art) should be phased out of communication material.
Icons can appear in reverse-out or as line art on white, using
consistent monochromatic color.
Acceptable Styles
Improper Styles
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6.06 Imagery: Inset Imagery
Throughout our communications we want to express the simple
and approachable characteristics of the GE Brand. We use single
item imagery to keep our communications clean. However, there
are some instances where inset imagery, with a primary image,
assists in emphasizing the presentation or understanding of a
product or message.
When using insets, make sure there is sufficient white space, set
all text flush left and print the tagline and all text in the same color.
Inset imagery size is limited to 5% or less of the total page size.
Do not use an inset image (or images) as the primary image. Use
it to support the primary image. Use of multiple inset imagery is
discouraged.
Illustration as an inset image on an ad.
Non-cut-out as an inset image
on a brochure.
GE
Energy
Convenience.
Performance.
Beauty.
Harmony.
The GE Profile Harmony™ clothes care system
has frontload wash performance with topload
convenience. The HydroWash™ system
Thinking about energy use in the future?
Energy solutions from GE can keep you up and running. From determining requirements and
providing temporary power to improving reliability of equipment and supporting you when you
need it, our expert team will ensure all your unique needs are met. Contact your local GE Energy
sales representative at 1-877-PWR-4RNT to learn how you can better use energy in the future.
Or visit us online at www.gepower.com/rentals.
imagination at work
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provides thorough, yet gentle, cleaning action.
And the DuoDry™ system delivers unmatched
drying performance. What’s more, with
spacious stainless steel interiors, the Harmony
clothes care system is the largest capacity pair
available. There’s simply nothing quite like it.
6.07
Imagery: Improper Use
1.
Don’t use feathered edge photography on any material
(envelopes, letters, brochures, etc.).
2.
Don’t use key lines around photographs.
3.
Don’t bleed non-cut-out images.
4.
Don’t use more than one image on DM components.
5.
Don’t use imagery that covers more than 50% of a DM
component (e.g., front of brochure, front of envelope).
1.
2. and 3.
GE Money
Convenient and Flexible
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are
thinking about consolidating your credit card bills or taking a dream vacation, you
can now make it happen.
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit
line up to $25,000† and a variable APR as low as 7.99%.† Use your line for
anything you want...even to consolidate your bills and be out of debt in as
little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out.
It just takes minutes to accept your account by calling 1-800-3633996. The funds can be deposited directly into your personal checking
account.
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your
funds. Consolidate your debt, take a vacation, or cover unexpected
expenses...it’s up to you. And, as you pay down your account, additional
funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s
flexible...it’s up to you!
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and
a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as
the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do
with your funds. Consolidate your debt, take a vacation, or
cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your
future needs.
Call 1-800-363-3996 now to accept your account. It’s
convenient, it’s flexible...it’s up to you!
Sincerely,
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
4.
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
5.
Get up to $500 Cash Back when
you renovate your kitchen with all
new GE appliances.
Go to www.ge.com to enter before December 10th!
Direct Response Communications
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GE Money
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
7.0
Tone of Voice
7.01
7.02
7.03
Overview
Optimistic, Precise and Simple
Improper Use
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7.01
Tone of Voice: Overview
Our direct response communications
should be optimistic, precise and simple.
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7.02
Tone of Voice: Optimistic, Precise and Simple
optimistic
A sense of optimism is central to our brand expression, and that sensibility
leads to imaginative and innovative communications. While direct response
can use language that creates urgency, negative selling techniques are not
consistent with the GE Brand.
precise
Sample A. Sample,
123 Anystreet
Anycity, NY, 10001
Precision is a dimension that reflects our engineering heritage and adherence
to the principles of Six Sigma. Throughout our communications avoid jargon,
unsubstantiated claims and verbose descriptions. Use clear, specific language,
charts and imagery to explain features and benefits. Other graphic design
devices and icons can direct a reader through a DR communication, making it
easy to understand the benefit and desired action.
simple
Just 15 minutes of your time could save you
up to $6,000 in monthly mortgage payments
your first year.
Dear Mr. Sample,
We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money that
could save up as much as $6,000 in payments your first year.
What would you do with all that extra cash? You could get started on a home renovation
product, take a special vacation, or get that new car you’ve had your eye on ― its up to you.
Call us at 1-800-555-5555 today.
Our loan process is easy, quick and hassle-free.
Even if your credit is less than perfect, we can help you achieve your
financial goals. There is no cost or obligation. After 15 minutes on the
phone, we’ll immediately send you a customized loan solution.
Simplicity in our communications results in impact. It means presenting
complex services and products in the clearest way we can, using proven DR
techniques. Simplicity also means avoid cluttering DR communications with
too many type, color and design devices.
We’re GE Money and we’ve helped thousands
of people like you.
For more than 125 years, GE has worked to earn the
trust of its customers. Simplify your life ― check out what
GE Money can do for you.
Sincerely,
This letter conveys an optimistic
tone. The benefits and required
action are very precise. The tone,
open design, and instructions for
taking action reinforce simplicity.
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Dennis Murphy
Director of Marketing
GE Money, Home Loans
P.S. Remember, you are pre-qualified. Call GE Money at 1-800-555-5555 for a personalized
loan before this offer expires on August 20, 2006.
7.03
Tone of Voice: Improper Use
1.
Don’t use any play on words or sentences with the
“imagination at work” tagline in DR copy.
2.
Don’t use “negative” imagery or negative selling copy to
drive response.
2.
Don’t let this
happen to you
1.
Exclusive Invitation...
to view our most imaginative appliance ever
imagination at work
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8.0
DM Components
8.01
8.02
8.03
8.04
8.05
8.06
8.07
Introduction
Envelopes
Letters/Letterhead
Forms
Brochures, Postcards and Inserts
Dimensional Mail
Electronic Direct Response
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8.01
DM Components: Introduction
Every component of a DR package has a
role to play in driving response. Therefore
it’s important to ensure you have flexibility
in the guidelines for each component.
At the same time, the combination of
components, when viewed by the target
prospect or customer, is an opportunity to
create a GE branded “experience”.
This section focuses on applying guidelines
in imagery, design and typography to
unique and specialized DR package
components, from envelopes to enrollment
forms.
imagination at work
You are
pre-approved
GE Money
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
APR
7.99%
― one of our lowest
rates ever
Get a loan from the
comfort of your home
Dear Mr. Smith,
Getting a loan can mean lining up, filling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don’t have to leave the comfort of your home.
So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it’s easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it’s easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we’ve paid the postage for you).
Sincerely,
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR offer is
extended to you until March 31st
so please consider this offer soon.
imagination at work
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8.02
Envelopes
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8.02
Envelopes: Monogram
Location
In most cases, the Monogram is placed in the top left corner on
envelopes. However, for oversized and odd shaped envelopes, DR
marketers may wish to apply the Monogram in the lower left corner
as deemed appropriate.
On envelopes only, DR marketers have the flexibility to omit the
Monogram when there is a business reason for doing so.
Refer to Section 2.0 Monogram for additional details on proper use
and lock-up relationships with architecture components and tagline.
No monogram.
Monogram bottom left.
You are Pre-Qualified.
Save up to $6000.
Mr. Bob Smith
Vice President
ABC Company
Anytown, NY 100001
Your customized
loan solution is inside.
GE Money
Direct Response Communications
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Monogram top left.
Mr. Bob Smith
Vice President
ABC Company
Anytown, NY 100001
Introducing a cleaner,
greener power machine.
8.02
Envelopes: Typography
Copy Positioning
Marketers have flexibility in choosing the appropriate type size for copy
text on the envelope, starting at a minimum of 9 pt, but not exceeding
30% of the live area of the envelope.
Copy lines
above window.
imagination at work
Exclusive Offer Just for You!
Note Call-outs and other appropriate design devices can be applied in
addition to this rule, and do not make up part of the 30%.
Always use GE Inspira for envelope copy.
Copy can be left or center justified above or below the window, to the
right of a window, or within a call-out. Center justification is acceptable
on envelopes but should not be used for body copy on other applications
such as letters. Do not set any type flush right on the envelope. Always
adhere to the correct clear space and safety requirements around the
Monogram (and architecture or tagline lock-up) and postal indicia.
Copy lines to the
right of window.
imagination at work
Return address, P.O. Box or marketing text may appear on the back of the
envelope flap (minimum 9pt size font).
Important Energy Savings Offer for
Property Managers.
Time sensitive. Call 1-800-363-3996 today.
Lasered Copy
Where name and address is being lasered on an envelope (no window), it
is assumed the font is GE Inspira, however if GE Inspira is unavailable any
lasered font is acceptable.
Font Style
DR marketers can use bolding, italics, underlining and selected
capitalization on envelopes. Avoid the use of more than two font styles.
Copy lines below
window can be left
justified or centered.
imagination at work
Smart. Simple. Flexible.
Copy centered and
to the right of the
window.
imagination at work
Save up to
20%
Direct Response Communications
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8.02
Envelopes: Color
Color Coverage
DR marketers have tremendous flexibility in how they can use color
(or do not use color) in envelope design based on what is best to drive
response.
• Envelopes can be white (no color, with or without copy, Monogram
or architecture).
• Envelopes can have full-bleed color, reverse-out Monogram and
text, using approved GE colors (See Section 4.0 Color Palette).
• Envelopes can have up to 50% color coverage with copy
appearing in reverse-out, but if the Monogram is used, it must be
reversed-out in white. Note that the only acceptable placement of
a reverse-out Monogram is on a full color envelope, respecting the
fact that DR specialists at GE may require extensive use of color to
drive envelope open rates.
• Color coverage should be in the same color as both text and
Monogram.
• Copy on color must always be reversed-out in white.
In-Market Testing
DR Marketers can engage in color exploration on envelopes to
determine effective techniques in encouraging open rates in highly
competitive markets. This can include both degree of color coverage
and use of dual or multiple colors. The last example on this page
illustrates a color test to explore varying degrees of coverage as
current guidelines state color must be less than 50% of the live
area or 100%, but nothing in between. All tests must be conducted
in controlled environments where response can be compared to
packages or components that are designed within the current brand
guidelines.
Maintaining more
than 50% white
space, though the
sidebar effectively
draws attention to
call-to-action.
Red bar highlights
consumer benefit
while maintaining
50% white space.
imagination at work
Reduce Energy Costs
by
imagination at work
Save up to
The proven
effective blue color
differentiates the
envelope, while
staying within the
GE Brand look and
feel.
Color coverage is
an optional design
element.
20%.
Introductory Offer
for Property Managers
20%
Save up to
20%
You are Pre-Approved
GE Money
Time sensitive
Call 1-800-363-3996 today.
In-market test
creative sample of
an envelope with
greater than 50%
color coverage, but
less than 100%.
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Presorted Standard
U.S. Postage
¿Por qué pagar tanto en el cuidado de la salud?
Why pay full price for healthcare?
PAID
Downers Grove. IL
Permit No. 236
8.02 Envelopes: Design Devices
The use of call-out shapes can be a compelling technique to aid open
rates. It offers you flexibility in highlighting a special offer, exclusivity
or a response deadline.
When considering call-outs, the design should be simple, organic
and circular in keeping with the contemporary image of the GE
Brand. Generic shapes used extensively by other companies such as
triangle violators and starbursts are to be avoided. Numerous design
alternatives are suggested here.
Violators in organic
or circular shapes
are encouraged.
pt
u
ve
Sa
%
20
It is recommended that the call-out shape (such as a circle) use
the same color as the Monogram and copy, in keeping with the
monochromatic use of color that is key in defining the GE Brand.
Only one dominant call-out per envelope is permitted, but text can
appear elsewhere on the envelope.
o
Triangular
violators are
discouraged.
imagination at work
Do not use horizontal key lines or lines from the historical Laser
Line Program. Look to create organic shapes and call-outs to draw
attention.
pt
eu
av
S
Circular call-outs
support the brand.
20
o
%
imagination at work
Save
20%
Call-out shapes
that are widely
used by other
DR marketers, or
associated with old
fashioned DR are
not allowed.
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imagination at work
Save
20%
8.02 Envelopes: Design Devices (continued)
The new GE Brand Guidelines for packaging provide inspiration
for use of organic, circular designs to increase appeal of
envelopes.
Circular call-out devices anchored against a background color
should always contain a feature, benefit or offer to drive open
rates.
For additional design flexibility, DR Marketers may apply
radiating lines to circular call-outs in full color or tint and will
provide consistency across branded communications in our
businesses and product packages.
Radiating lines should only be applied to circular objects.
Color and tinted radiating lines.
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Radiating lines in white on circular call-out.
Special
Offer
Special
Offer
see inside...
see inside...
8.02 Envelopes: Design Devices (continued)
Additional examples of circular and organically-driven call-out
devices.
Oval shape, copy on an angle.
Use of two GE Brand approved colors.
er
al Off
i
Specsee inside...
Variation on circular violator on full color envelope.
cial
e
p
S
r
Offeide...
s
ee In
s
Direct Response Communications
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ial
Spec r
Offeide...
see in
s
Radiating circular lines draw the eye to the call-out.
Special Offer
Save 20%
8.02 Envelopes: Design Devices (continued)
Examples 1, 2 and 3 shown here, are other acceptable envelope
call-out design approaches.
Example 1 Creation of a seal graphic device with copy on a slight angle.
imagination at work
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��������
���
��� ���������������
����
���
� ��
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Example 2 Use of arrow to drive action to open.
imagination at work
Save up to
20%
Example 3 Use of call-out on an envelope using less than 50%
color coverage.
imagination at work
Special Offer
Inside
Direct Response Communications
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8.02 Envelopes: Imagery
Use of cut-out or cropped imagery on envelopes is encouraged. Not
only can it leverage recognition of GE print advertising and literature,
it can be a powerful technique in ensuring the mail is opened instead
of discarded.
Cropped photo.
Imagery should not cover more than 50% of the visible space on
envelopes.
Cropped photo, top and bottom bleed.
imagination at work
Keep options in focus with
Vision Care Advantage by GE.
Cropped photo, right side bleed.
imagination at work
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8.02
Envelopes: Imagery (continued)
Illustrations
Where required photography does not exist and/or where the entire
creative positioning of a product or service uses illustrations across
multi-media, the use of an illustration can be used on an envelope.
Illustrations should comply with B2C and B2B Brand Advertising
Guidelines.
Mr. Bob Smith
Vice President
ABC Company
Anytown, NY 100001
Get Connected
with this Special Offer.
Direct Response Communications
Version 2.0
Page 77
8.02
Envelopes: Improper Use
1.
Don’t use copy that takes up more than 30% envelope space.
2.
Don’t right justify any copy.
3.
Don’t violate Monogram, postal indicia or architecture clear
space.
4.
Don’t use more than two font style devices or font sizes.
5.
Don’t place copy in more than two locations around address
window.
6.
Don’t use more than 50% color, unless 100% of the visible
space.
7.
Don’t use horizontal lines to break copy on envelopes.
8.
Don’t use more than one color on an envelope.
9.
Don’t use any type size smaller than 9pt.
1.
2.
SAVE
NOW!
3.
Save up to
50%
4.
imagination at work
You are pre-qualified:
Line of Credit Offer Inside
SAVE up to 50%
Act before Dec. 1
You are pre-qualified
10. Don’t right justify the Monogram or the tagline.
5.
6.
GE Money
Exclusive Invitation
SAVE 50%
on selected items
Time sensitive
Call 1-800-363-3996 today
Take action before March 31st
7.
8.
GE Money
���
���� ���
���
��� ����������������
��� �������
���
��
Time sensitive
Call 1-800-363-3996 today.
9.
10.
GE Money
imagination at work
Exclusive Offer Just for You
Time sensitive
Call 1-800-363-3996 today.
Direct Response Communications
Version 2.0
Page 78
8.02
Envelopes: Improper Use (continued)
11.
11. Don’t use call out shapes that are widely used by other DR
marketers, or that are associated with old-fashioned DR.
12.
imagination at work
Save
12. Don’t use full-bleed photography.
20%
13. Don’t use reverse-out on any other application except on a full
color envelope, i.e., don’t put reverse-out text on photographs.
Save up to 20%
see inside
14. Don’t use more than one photo in combination.
15. Don’t use copy on an angle or multiple call-out devices more
than once per side.
13.
14.
16. Don’t use any color other than white for negative application
of the monogram and/or tagline on full-bleed color envelopes.
17. Don’t use radiating lines on call-out objects in any other shape
than circles.
Exclusive
Invitation
Enter to WIN a free kitchen makeover
18. Don’t use shapes on top of shapes.
19. Don’t use triangular violators.
20. Don’t use photography that covers more than 50% of the
visible space.
15.
16.
GE imagination at work
���
���� ���
���
��� ����������������
Save
��� �������
���
up to
��
o
pt
20%
u
ve
Sa
%
20
17.
18.
imagination at work
Special Offer
Special Offer
Inside
Save 20%
19.
20.
imagination at work
imagination at work
u
ve
Sa
pt
20
Direct Response Communications
Version 2.0
Page 79
o
%
8.03
Letters/Letterhead
Direct Response Communications
Version 2.0
Page 80
8.03 Letters/Letterhead: Monogram
The Monogram can be placed in the header or the footer of
a letterhead but must be left justified. Refer to Sections 2.0
Monogram and 3.0 Tagline for additional details on proper use
and lock-up relationships with architecture components and
tagline.
Monogram in footer.
Monogram in header.
GE
Appliances
Raymond Hulett
123 Anystreet
Anytown, USA
Direct Response Communications
Version 2.0
Page 81
GE
Appliances
Raymond Hulett
123 Anystreet
Anytown, USA
Special Offer: Save 20%
Special Offer: Save 20%
Dear Raymond Hulett:
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract.
We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract.
It’s called Service Protection Plus™ by GE and here are the benefits:
It’s called Service Protection Plus™ by GE and here are the benefits:
•
Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
•
Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
•
Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
•
Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
Sincerely,
Sincerely,
Stan Simpson
Warranty Manager
Stan Simpson
Warranty Manager
P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.
P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.
8.03
Letters/Letterhead: Typography
Font
All copy on a letter (Johnson box, sidebar, letter body copy) should appear
in GE Inspira. Alternate lasered fonts for body copy (e.g. Times) should not
be used unless there are extenuating circumstances (e.g. preferred vendor
cannot laser GE Inspira font within allowable budget for project).
You can make full use of font styles to pull the reader through the letter:
• Selective bolding of words within heads and paragraphs.
• Selective use of italics and underlining.
• Very limited use of capitalization.
• Larger fonts for Johnson Box, sidebar copy, letter breakers.
• Contrast letter body copy font in black with other copy in the
monochromatic color selected.
In-Market Testing
Testing of alternate fonts is limited to handwritten fonts only. The use of
a handwritten font on, or within, a component is only appropriate when
performing comparative testing in select test markets, where the use of
the handwritten font is drawing attention and stimulating response to
a call-to-action, to highlight brand, product or service benefit or when
appropriately used in a "personalized" message.
GE marketers should avoid indiscriminate use of any alternate fonts in all
direct communications.
All copy in GE Inspira.
GE Money
GE Money
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to
consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Request up to $25,000
and be out of debt in as little as 36 months
Request up to $25,000
and be out of debt in as little as 36 months
Dear Mr. Sample;
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
Direct Response Communications
Version 2.0
Page 82
In-market test of a handwritten font as a
personalized message in the post script.
Body copy in alternate font.
PNo annual fee
Funds can be deposited
directly into your
checking account
APR as low as
P7.99%
†
You can get out
of debt in as little
as 36 months
You are pre-qualified* for a Line of Credit from GE Money — with a credit line
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything you
want...even to consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes
minutes to accept your account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account.
Yes, it’s flexible — you can customize your account by requesting the amount you
need as well as the length of your repayment term.
lines
PupCredit
to $25,000
†
Use your account
for anything
you want
Introducing a smart financial option specially designed for you. Whether you are
thinking about consolidating your credit card bills or taking a dream vacation, you can
now make it happen.
Of course, the greatest flexibility is in what you choose to do with your funds.
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you.
And, as you pay down your account, additional funds are available for your future
needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up
to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit
the money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Dear Mr. Sample;
PNo annual fee
Funds can be deposited
directly into your
checking account
APR as low as
P7.99%
†
You can get out
of debt in as little
as 36 months
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even to
consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
lines
PupCredit
to $25,000
†
Use your account
for anything
you want
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open
a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
PNo annual fee
Funds can be deposited
directly into your
checking account
APR as low as
P7.99%
†
You can get out
of debt in as little
as 36 months
lines
PupCredit
to $25,000
†
Use your account
for anything
you want
8.03
Letters/Letterhead: Typography (continued)
Justification
Body copy should always be justified left, with no indenting.
Johnson boxes, headlines and subheads can be justified left or
centered. When necessary, they can be justified right providing
flexibility to use top of letter real estate for the Johnson Box.
Sidebars and call-outs should always be placed on the right
side of letterhead to allow for copy to be justified left and to limit
interference with the GE Brand.
Johnson Box left justified, call-out
on right hand side.
GE Money
Johnson Box right justified, sidebar
on right side of letter.
Convenient and Flexible
GE Money
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and flexibility
you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds.
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to
you. And, as you pay down your account, additional funds are available for your future
needs.
• No annual fee
• APR as low
as 7.99%†
• Credit lines up
to $25,000†
Call Toll Free:
1-800-363-3996
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
If your goal is to eliminate $10,000 of debt,
your strategy might be:
• Credit lines
up to $25,000†
Requested Amount
Repayment Term
Monthly Payment
Request $10,000
Request 48 months
$245 (based on a 7.99% APR)
• No prepayment
penalty
Success!
You could be debt-free in 48 months!
Based on an APR of 7.99%w
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
Direct Response Communications
Version 2.0
Page 83
GE
Appliances
Scott Young
Vice President, Personal Finance
GE Money Bank
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
Convenient and Flexible
GE Money
ACT NOW TO RECEIVE
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
20% SAVINGS
1-800-626-2224
www.GEAppliances.com/spp
Raymond Hulett
127 Southend Blvd.
Lufkin, TX 75901-3927
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Raymond Hulett:
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Sample;
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just
takes minutes to accept your account by calling 1-800-363-3996. The funds
can be deposited directly into your personal checking account.
Letter with sidebar on left hand side.
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything
you want...even to consolidate your bills and be out of debt in as little as 36
months.
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Letter with copy indented.
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
We want you to enjoy the peace of mind that comes from knowing you are
protected…and that you won’t have to pay for any unexpected repairs or needed
adjustments. That’s why we are giving you this special opportunity at a special price to
protect your refrigerator with a service contract called GE Service Protection Plus.
COMPREHENSIVE COVERAGE
Even the best operating major appliances and home electronics need occasional
repairs and adjustments to stay in top running condition – especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection
Plus from GE, you receive service as often as you need it. Your coverage includes all
expenses for functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
PROFESSIONAL, RELIABLE SERVICE
By dialing the toll-free phone number listed on your contract, you avoid all the
guesswork and hassle of choosing a dependable, qualified service provider. We schedule
service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic
tools and only quality replacement parts, so most repairs are completed in
just one visit!
Coverage
includes
all expenses
for functional
replacement
parts and
labor
P Range
P Refrigerator
P Dishwasher
P Dryer
P Microwave
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
• Credit lines
up to $25,000†
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
If your goal is to eliminate $10,000 of debt,
your strategy might be:
• No prepayment
penalty
Requested Amount
Repayment Term
Monthly Payment
Request $10,000
Request 48 months
$245 (based on a 7.99% APR)
• Use your account
for anything
you want
Success!
You could be debt-free in 48 months!
• Funds can be
deposited directly
into your checking
account
Based on an APR of 7.99%w
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
8.03
Letters/Letterhead: Design Devices
Sidebars and reverse-out bars
Sidebars should always appear on the right side of a letter to
ensure it does not interfere with the layout of the brand and
architecture lock-up.
Sidebars can be reversed-out in white on a GE approved color, or
separated from letter text with a vertical line.
Copy alignment within sidebars and reverse-out bars (vertically
positioned) are considered flexible within the DR marketers toolkit.
Text can be aligned left, center, or right.
Use of gradient color or tints in sidebars is acceptable if it is dark
enough for reverse-out type.
Setting sidebars within rounded, organic shapes is also acceptable.
Sidebar colors should be the same as the Monogram for
monochromatic branding consistency.
Reverse-out sidebar on right side of
letter.
GE Money
Sidebar on right hand side, defined by a
colored line.
Convenient and Flexible
GE
Appliances
GE Money
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Get a Line of Credit
from GE Money for up to
$25,000
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
• No annual fee
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make
it happen.
• No annual fee
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
toconsolidate your bills and be out of debt in as little as 36 months.
• You can get out
of debt in as little
as 36 months
If your goal is to eliminate $10,000 of debt,
your strategy might be:
• Credit lines
up to $25,000†
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes
to accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your personal checking account.
Requested Amount
Repayment Term
Monthly Payment
Request $10,000
Request 48 months
$245 (based on a 7.99% APR)
• No prepayment
penalty
Yes, it’s flexible ― you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Success!
You could be debt-free in 48 months!
Based on an APR of 7.99%w
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
Direct Response Communications
Version 2.0
Page 84
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
Rounded sidebar allows for creative
flexibility within GE Brand guidelines.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
• APR as low as 7.99%†
• Credit lines
up to $25,000†
• No prepayment
penalty
• Use your account
for anything
you want
• Funds can be
deposited directly
into your checking
account
ACT NOW TO RECEIVE
20% SAVINGS
Gradient sidebar with bullets highlights
features and important benefits to the
consumer.
GE
Appliances
ACT NOW TO RECEIVE
20% SAVINGS
1-800-626-2224
www.GEAppliances.com/spp
Mr. Bob Smith
123 Any Street
Anytown, TX 00000-0000
Mr. Bob Smith
123 Any Street
Anytown, TX 00000-0000
Dear Mr. Smith:
Dear Mr. Smith:
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
We want you to enjoy the peace of mind that comes from knowing you are
protected…and that you won’t have to pay for any unexpected repairs or needed
adjustments. That’s why we are giving you this special opportunity at a special price
to protect your refrigerator with a service contract.
It’s called Service Protection Plus™ by GE and here are the benefits:
• COMPREHENSIVE COVERAGE – Even the best operating major appliances and
home electronics need occasional repairs and adjustments to stay in top
running condition – especially as they grow older. Today, just one service call
alone can easily cost $150 or more! But with Service Protection Plus from GE,
you receive service as often as you need it. Your coverage includes all expenses
for functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
• PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number
listed on your contract, you avoid all the guesswork and hassle of choosing a
dependable, qualified service provider. We schedule service promptly – at a
time that is convenient for you. Our expert technicians are trained to repair
your brand and model of major appliance or electronics. They use advanced
diagnostic tools and only quality replacement parts, so most repairs are
completed in just one visit!
• IMMEDIATE ACTIVATION – If you return your completed application, or call tollfree 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before
September 5, 2005.
Special
Offer:
Coverage on
4
major
appliances
for only
229.00
$
Call Toll Free
1-800-626-2224
We want you to enjoy the peace of mind that comes from knowing you are
protected…and that you won’t have to pay for any unexpected repairs or needed
adjustments. That’s why we are giving you this special opportunity at a special
price to protect your refrigerator with a service contract called Service Protection
Plus from GE.
Comprehensive Coverage
Even the best operating major appliances and home electronics need occasional
repairs and adjustments to stay in top running condition – especially as they grow
older. Today, just one service call alone can easily cost $150 or more! But with
Service Protection Plus, you receive service as often as you need it. Your coverage
includes all expenses for functional replacement parts and labor on repairs to
operating components that fail during normal use, with no deductibles or fees of
any kind.
Professional, Reliable Service
By dialing the toll-free phone number listed on your contract, you avoid all the
guesswork and hassle of choosing a dependable, qualified service provider.
We schedule service promptly – at a time that is convenient for you. Our expert
technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement
parts, so most repairs are completed in just one visit!
1-800-626-2224
Coverage includes
all expenses for
functional
replacement parts
and labor
P Range
P Refrigerator
P Dishwasher
P Dryer
P Microwave
8.03
Letters/Letterhead: Design
Call-outs
Circles and other shapes can be used to draw reader attention
to the call-to-action or key benefits. Try to use no more than one
design shape on a single page to maintain balance of white space
with facts presented in the letter.
These shapes should appear fluid and organic in design style to
express our contemporary image. Violators on letterhead are in
contrast to organic design and should be avoided.
Both these examples call out the offer, key features or benefits within fluid and
organic shapes.
GE Money
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and flexibility
you need to do it all!
Direct marketers may wish for greater flexibility in the use of callouts to distinguish direct communications from previous mailings
and to draw attention to important product and service benefits
or a call-to-action. Below, is a creative sample that shows the use
of a sticky note, to highlight a call-to-action.
APR
7.99%
one of our lowest
―
rates ever
Get a loan from the
comfort of your home
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Smith,
Dear Mr. Sample;
Call-outs should appear in the same color used as the Monogram,
in keeping with monochromatic approach to color use.
GE Money
Mr. Bob Smith
V.P. Environmental Controls
ABC Company
123 AnyStreet
Anycity, NY, 10001
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything
you want...even to consolidate your bills and be out of debt in as little as 36
months.
• No annual fee
• APR as low
as 7.99%†
• Credit lines up
to $25,000†
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just
takes minutes to accept your account by calling 1-800-363-3996. The funds
can be deposited directly into your personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term.
Call Toll Free:
Of course, the greatest flexibility is in what you choose to do with your funds.
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to
you. And, as you pay down your account, additional funds are available for your future
needs.
1-800-363-3996
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Getting a loan can mean lining up, filling out forms and waiting days for a decision.
Not with GE Money.
We do the hard work for you ― and you don’t have to leave the comfort of your home.
So if you’ve been thinking about a dream cruise, a kitchen renovation or sending your
children to university, it’s easier than you think with a personal loan from GE Money.
Our most valued customers qualify for one of our best rates
ever ― 7.99% APR.
Applying for a loan is easy, and once your loan has been approved, it’s easy to get
your hands on the cash too. We can simply make an Electronic Funds Transfer (EFT)
payment directly to your bank account and the money is there – ready for you when
you need it.
Three ways to apply ― by phone, online or mail back the
enclosed application.
Call 1.800.555.5555 or go online to gemoney.com/personal loans. You can also
mail in the enclosed application (we’ve paid the postage for you).
Sincerely,
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
Sara Brown
Manager, GE Money
P.S. This low 7.99% APR offer is
extended to you until March 31st
so please consider this offer soon.
imagination at work
Creative sample of the use of a sticky note
on letterhead.
Triangular violators and hard-edge shapes are inconsistent with the GE
Brand look and feel.
GE Money
Convenient and Flexible
GE
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
0%
Raymond Hulett
127 Southend Blvd.
Lufkin, TX 75901-3927
Mr. B. Sample
123 Any Street
Anytown, NY
12345
ACT NOW TO RECEIVE up to 20% SAVINGS
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about consolidating
your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a variable
APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills and be out of debt in
as little as 36 months.
Yes, it’s convenient ― there are no lengthy application
forms to fill out. It just takes minutes to accept your
account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account.
• No annual fee
• APR as low as 7.99%†
• Credit lines up to $25,000†
Yes, it’s flexible ― you can customize your account by
requesting the amount you need as well as the length of
your repayment term.
Call Toll Free:
1-800-363-3996
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t
have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special
opportunity at a special price to protect your refrigerator with a service contract.
It’s called Service Protection Plus™ and here are the benefits:
•
COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need
occasional repairs and adjustments to stay in top running condition – especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from
GE, you receive service as often as you need it. Your coverage includes all expenses for functional
replacement parts and labor on repairs to operating components that fail during normal use, with no
deductibles or fees of any kind.
•
PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract,
you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We
schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic tools
and only quality replacement parts, so most repairs are completed in just one visit!
•
IMMEDIATE ACTIVATION – If you return your completed application, or call
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.
Of course, the greatest flexibility is in what you choose to
do with your funds. Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you. And,
as you pay down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly into
your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Direct Response Communications
Version 2.0
Page 85
Sa
ve
2
8.03 Letters/Letterhead: Imagery
Use of cut-out photography, square-cut photography or
illustrations is consistent with the GE Brand. Square-cut photos
should not bleed. Using feathered edges around a photo to fit in
a designated space is not within the guidelines.
Limit the use of photographs to one per letterhead.
Photo bleeds off page.
GE
Commercial Finance
Mr. Bob Smith
SVP ABC Company
123 Anystreet
Anycity, CA 10001
We can help you
bridge the gap.
Cropped photos.
GE
Energy
GE Money
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Refreshing ideas
to save you time and money.
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Smith,
Dear Mr. Smith,
Energy Solutions by GE provides temporary water chilling and air conditioning
rental solutions to help you meet your seasonal challenges.
We’re backed with local market exptertise, structuring flexibility, and the
unmatched capital resources of the GE company.
It may be worth 15 minutes of your time to contact GE if any of these
situations sound familiar:
- $15, 424,000 fixed rate acquisition financing for 10 years for the Village of
the Four Seasons in San Jose, California.
- $8,000,000 low leverage, fixed rate refinancing for
10 years for The Aspens in Avon, Colorado.
So whatever your vision, GE would be pleased to
talk to you about how we can get your deal
done fast.
•
•
•
You’ve outgrown your process cooling capacity.
You need supplemental comfort cooling due to expansion or change
in process.
Production capacity limitations are delaying a new product release.
Cooling solutions from GE can put control back in your hands. Please take a
few minutes to look through the enclosed materials and then contact us to
learn how we can customize a solution to save you time and money.
imagination at work
Direct Response Communications
Version 2.0
Page 86
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and
a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you need as well as
the length of your repayment term.
Of course, the greatest flexibility is in what you choose
to do with your funds. Consolidate your debt, take a
vacation, or cover unexpected expenses...it’s up to you.
And, as you pay down your account, additional funds
are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s
convenient, it’s flexible...it’s up to you!
Sincerely
Bob Newton,
Sales Manager
Energy Solutions by GE
Lew Grace,
Managing Director
Dear Mr. Sample;
Sincerely,
Please call me at 949.477.1545 or go online to gerealestate.com.
Sincerely,
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Mr. John Smith
V.P.
ABC Company
123 Any Street
Anytown, NY 10000
When determination alone can’t turn your vision into reality, GE
Commercial Finance can provide assistance to bridge the gap between
concept and completion.
In the Western United States we’ve recently tailored several significant
transactions:
Square-cut photos.
P.S. You can contact a GE representative at
1-877-555-5555 or visit gepower.com/rentals.
imagination at work
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
8.03 Letters/Letterhead: Color
On letterhead, white space should be 70% or more. Color bars
can be used with the reverse-out text, but should not exceed
30% of letterhead space.
Color should be used liberally throughout DR communications
including letters. However, when it’s not cost effective, letters
can appear without color. See Section 4.0 Color Palette for color
use and guidelines.
In-Market Testing
DR Marketers can explore variations in color usage (such as the
degree of color coverage or the use of dual or multiple colors)
on letterhead to determine effective techniques that drive
response.
All tests much be conducted in controlled environment, in
select markets, where response can be compared to packages
and components that comply with current brand guidelines.
30% color use on letterhead points out “what’s in it for
me” for the customer.
GE
Appliances
ACT NOW
TO RECEIVE
20% SAVINGS
Raymond Hulett
123 Anystreet
Anytown, USA
Minimal use of color while still drawing attention to the
offer as well as the GE Brand.
1-800-626-2224
Raymond Hulett
123 Anystreet
Anytown, USA
Special Offer: Save 20%
Dear Raymond Hulett:
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
We want you to enjoy the peace of mind that comes from knowing you are
protected…and that you won’t have to pay for any unexpected repairs or needed
adjustments. That’s why we are giving you this special opportunity at a special price
to protect your refrigerator with a service contract.
It’s called Service Protection Plus™ by GE and here are the benefits:
• COMPREHENSIVE COVERAGE – Even the best operating major appliances and
home electronics need occasional repairs and adjustments to stay in top
running condition – especially as they grow older. Today, just one service call
alone can easily cost $150 or more! But with Service Protection Plus, you
receive service as often as you need it. Your coverage includes all expenses for
functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
• PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number
listed on your contract, you avoid all the guesswork and hassle of choosing a
dependable, qualified service provider. We schedule service promptly – at a
time that is convenient for you. Our expert technicians are trained to repair
your brand and model of major appliance or electronics. They use advanced
diagnostic tools and only quality replacement parts, so most repairs are
completed in just one visit!
• IMMEDIATE ACTIVATION – If you return your completed application, or call tollfree 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before
September 5, 2005.
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
Special
Offer:
Coverage on
4 major
appliances
for only
229.00
$
Call Toll Free
1-800-626-2224
We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with a
service contract.
It’s called Service Protection Plus™ by GE and here are the benefits:
•
Comprehensive Coverage ― Even the best operating major appliances and home
electronics need occasional repairs and adjustments to stay in top running condition
― especially as they grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus, you receive service as often as you need it.
Your coverage includes all expenses for functional replacement parts and labor on
repairs to operating components that fail during normal use, with no deductibles or fees
of any kind.
•
Professional, Reliable Service ― By dialing the toll-free phone number listed on your
contract, you avoid all the guesswork and hassle of choosing a dependable, qualified
service provider. We schedule service promptly ― at a time that is convenient for you.
Our expert technicians are trained to repair your brand and model of major appliance or
electronics. They use advanced diagnostic tools and only quality replacement parts, so
most repairs are completed in just one visit!
Sincerely,
Stan Simpson
Warranty Manager
P.S. To immediately activate your offer, please complete the enclosed application or call
1.800.555.5555 or visit geappliances.com/spp before September 5th, 2005.
Direct Response Communications
Version 2.0
Page 87
8.03
Letters/Letterhead: Improper Use
1.
Don’t use more than one photo per letterhead.
2.
Don’t use feathered-edge photos.
3.
Don’t indent paragraph copy.
4.
Don’t use hard-edged call-out shapes. Opt instead for circular,
organic shapes.
1.
2.
3.
GE Money
Dream Kitchen
Sweepstakes
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Enter to Win
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are
thinking about consolidating your credit card bills or taking a dream vacation, you
can now make it happen.
At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr,
sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea
takimata sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed
diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,
no sea takimata sanctus est Lorem ipsum dolor sit amet.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit
line up to $25,000† and a variable APR as low as 7.99%.† Use your line for
anything you want...even to consolidate your bills and be out of debt in as
little as 36 months.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip
ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi.
Yours faithfully/sincerely
Yes, it’s convenient ― there are no lengthy application forms to fill out.
It just takes minutes to accept your account by calling 1-800-3633996. The funds can be deposited directly into your personal checking
account.
Yes, it’s flexible ― you can customize your account by requesting the
amount you need as well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your
funds. Consolidate your debt, take a vacation, or cover unexpected
expenses...it’s up to you. And, as you pay down your account, additional
funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s
flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
Martyn Durran
Head of Sales
P.S. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor
invidunt ut labore et dolore magna
Direct Response Communications
Version 2.0
Page 88
GE
Appliances
GE Money
ACT NOW TO RECEIVE
20% SAVINGS
1-800-626-2224
www.GEAppliances.com/spp
Convenient and Flexible
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Dear Mr. Sample;
Dear Mr. Sample,
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt
ut labore et dolore magna aliquyam erat, sed diam voluptua.
Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum
dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat.
4.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Introducing a smart financial option specially designed for you. Whether you are thinking about consolidating
your credit card bills or taking a dream vacation, you can now make it happen.
Dear Mr. Sample:
The standard warranty covering your Hotpoint refrigerator expired quite some
time ago.
We want you to enjoy the peace of mind that comes from knowing you are
protected…and that you won’t have to pay for any unexpected repairs or needed
adjustments. That’s why we are giving you this special opportunity at a special price to
protect your refrigerator with a service contract called GE Service Protection Plus.
COMPREHENSIVE COVERAGE
Even the best operating major appliances and home electronics need occasional
repairs and adjustments to stay in top running condition ― especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection
Plus from GE, you receive service as often as you need it. Your coverage includes all
expenses for functional replacement parts and labor on repairs to operating components
that fail during normal use, with no deductibles or fees of any kind.
PROFESSIONAL, RELIABLE SERVICE
By dialing the toll-free phone number listed on your contract, you avoid all the
guesswork and hassle of choosing a dependable, qualified service provider. We schedule
service promptly ― at a time that is convenient for you. Our expert technicians are trained
to repair your brand and model of major appliance or electronics. They use advanced
diagnostic tools and only quality replacement parts, so most repairs are completed in
just one visit!
Coverage
includes
all expenses
for functional
replacement
parts and
labor
P Range
P Refrigerator
P Dishwasher
P Dryer
P Microwave
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a variable
APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills and be out of debt in
as little as 36 months.
Yes, it’s convenient ― there are no lengthy application
forms to fill out. It just takes minutes to accept your
account by calling 1-800-363-3996. The funds can be
deposited directly into your personal checking account.
• No annual fee
• APR as low as 7.99%†
• Credit lines up to $25,000†
Yes, it’s flexible ― you can customize your account by
requesting the amount you need as well as the length of
your repayment term.
Call Toll Free:
1-800-363-3996
Of course, the greatest flexibility is in what you choose to
do with your funds. Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you. And,
as you pay down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly into
your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit, this
offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
8.03
Letters/Letterhead: Improper Use (continued)
5.
Don’t use flags or violators on letters.
6.
Don’t use more than one color on letterhead, unless using
photography.
7.
Don’t use any alternate fonts.
8.
Don’t position sidebars on the left side of letters.
5.
6.
GE
Sa
ve
2
7.
8.
GE Industrial
Raymond Hulett
127 Southend Blvd.
Lufkin, TX 75901-3927
ACT NOW TO RECEIVE up to 20% SAVINGS
Dear Raymond Hulett:
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
Raymond Hulett
127 Southend Blvd.
Lufkin, TX 75901-3927
Mr. B. Sample
123 Any Street
Anytown, NY
12345
ACT NOW TO RECEIVE up to 20% SAVINGS
The standard warranty covering your Hotpoint refrigerator expired quite some time ago.
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are
thinking about consolidating your credit card bills or taking a dream vacation, you can
now make it happen.
It’s called Service Protection Plus™ and here are the benefits:
We want you to enjoy the peace of mind that comes from knowing you are protected…and
that you won’t have to pay for any unexpected repairs or needed adjustments. That’s why
we are giving you this special opportunity at a special price to protect your refrigerator with
a service contract.
•
It’s called Service Protection Plus™ and here are the benefits:
We want you to enjoy the peace of mind that comes from knowing you are protected…and that you won’t
have to pay for any unexpected repairs or needed adjustments. That’s why we are giving you this special
opportunity at a special price to protect your refrigerator with a service contract.
•
•
COMPREHENSIVE COVERAGE – Even the best operating major appliances and home electronics need
occasional repairs and adjustments to stay in top running condition – especially as they grow older.
Today, just one service call alone can easily cost $150 or more! But with Service Protection Plus from
GE, you receive service as often as you need it. Your coverage includes all expenses for functional
replacement parts and labor on repairs to operating components that fail during normal use, with no
deductibles or fees of any kind.
PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone number listed on your contract,
you avoid all the guesswork and hassle of choosing a dependable, qualified service provider. We
schedule service promptly – at a time that is convenient for you. Our expert technicians are trained to
repair your brand and model of major appliance or electronics. They use advanced diagnostic tools
and only quality replacement parts, so most repairs are completed in just one visit!
•
•
IMMEDIATE ACTIVATION – If you return your completed application, or call
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before September 5, 2005.
•
COMPREHENSIVE COVERAGE – Even the best operating major
appliances and home electronics need occasional repairs and
adjustments to stay in top running condition – especially as they
grow older. Today, just one service call alone can easily cost $150
or more! But with Service Protection Plus from GE, you receive
service as often as you need it. Your coverage includes all
expenses for functional replacement parts and labor on repairs
to operating components that fail during normal use, with no
deductibles or fees of any kind.
R
OFFE
FFER
IAL O
4
SPEC 0-626-222 .com
1-80 ppliances
.GEA
www
PROFESSIONAL, RELIABLE SERVICE – By dialing the toll-free phone
number listed on your contract, you avoid all the guesswork and hassle of
choosing a dependable, qualified service provider. We schedule service promptly – at a
time that is convenient for you. Our expert technicians are trained to repair your brand
and model of major appliance or electronics. They use advanced diagnostic tools and
only quality replacement parts, so most repairs are completed in just one visit!
IMMEDIATE ACTIVATION – If you return your completed application, or call
toll-free 1-800-626-224, or visit us on-line at www.GEAppliances.com/spp before
September 5, 2005.
You are pre-qualified* for a Line of Credit from GE Money — with a credit line
up to $25,000† and a variable APR as low as 7.99%.† Use your line for anything you
want...even to consolidate your bills and be out of debt in as little as 36 months.
IAL
4 Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes
SPEC 0-626-222 .com
minutes to accept your account by calling 1-800-363-3996. The funds can be
0
es
1-8 pplianc
.GEA
www
deposited directly into your personal checking account.
Yes, it’s flexible — you can customize your account by requesting the amount you
need as well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds.
Consolidate your debt, take a vacation, or cover unexpected expenses...it’s up to you.
And, as you pay down your account, additional funds are available for your future
needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up
to you!
Sincerely,
Dear Mr. Sample;
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
• No annual fee
PNo annual fee
Funds can be deposited
directly into your
checking account
APR as low as
P7.99%
†
You can get out
of debt in as little
as 36 months
lines
PupCredit
to $25,000
†
Use your account
for anything
you want
• You can get out
of debt in as little
as 36 months
• APR as low as 7.99%†
• Credit lines
up to $25,000†
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000†
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
bills and be out of debt in as little as 36 months.
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
accept your account by calling 1-800-363-3996. The funds can be deposited directly into your
personal checking account.
Yes, it’s flexible ― you can customize your account by requesting the amount you needas well as
the length of your repayment term.
If your goal is to eliminate $10,000 of debt,
your strategy might be:
• No prepayment
penalty
Requested Amount
Repayment Term
Monthly Payment
Request $10,000
Request 48 months
$245 (based on a 7.99% APR)
• Use your account
for anything
you want
Success!
You could be debt-free in 48 months!
• Funds can be
deposited directly
into your checking
account
Based on an APR of 7.99%w
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay down your
account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit
the money directly into your checking account.
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
directly into your checking account.
* If we determine that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name. To open a
GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a GE Money Line of Credit,
this offer is no longer valid.
**,w,†Please see the reverse side for important conditions to this offer.
Direct Response Communications
Version 2.0
Page 89
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
flexibility you need to do it all!
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Request up to $25,000
and be out of debt in as little as 36 months
Dear Raymond Hulett:
Convenient and Flexible
GE Money
GE Money
0%
8.04
Forms
Direct Response Communications
Version 2.0
Page 90
8.04
Forms
Monogram
The guidelines in this section, in addition to those already
stated, apply to enrollment forms, customer statements and all
other types of direct response forms.
The Monogram should appear top left or bottom left on all
stand-alone forms.
When the form is a tear-off element of a letter or brochure, only
one Monogram can appear on the entire piece.
Please see Section 2.0 for more details on Monogram use.
Only one Monogram can appear.
GE Money
Line
of Credit
GE Money
Monogram on both letter and tear-off
form is not allowed.
GE Money
Line
of Credit
GE Money
Convenient and Flexible
and ―
Flexible
It’s the Line ofConvenient
Credit from GE Money
a personal
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
line of credit with the convenience and
flexibility
you
need
to
doititall!
all!
flexibility you need to do
Mr. B. Sample
123 Any Street
Anytown, NY
12345
Mr. B. Sample
123 Any Street
Anytown, NY
12345
•
Mr. fee
Sample;
No Dear
annual
•
Youconsolidating
can get out your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a
of debt in as little
variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
as 36
Youmonths
are pre-qualified* forand
a Line
of Credit
Money
― with a credit line up to $25,000†
be out
of debtfrom
in as GE
little
as 36 months.
• No annual fee
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Introducing a smart financial
option specially designed for you. Whether you are thinking about
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
of debt
in as little as 36 months.
†
APRbills
as and
low be
as out
7.99%
• You
can get out
accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your
personal
of debt in as little
Yes, it’s convenient ― there
are nochecking
lengthy account.
application forms to fill out. It just takes minutes to
• Credit
linesyour account by calling
accept
1-800-363-3996.
The
funds can
beaccount
deposited
directly into
Yes, it’s
flexible ― you can
customize
your
by requesting
theyour
amount you needas 36 months
†
personal
checking
account.
up to
$25,000
as well as the length of your repayment term.
• APR as low as 7.99%†
your goalyour
is to account
eliminateby
$10,000
of debt,
requesting
the amount you needas well as
Yes, it’s flexible ― you can Ifcustomize
• No prepayment
your
strategy might be:
the length of your repayment
term.
Requested Repayment Term (months)
penalty
lines
36 • Credit
48
60
Amount
If your goal is to eliminate $10,000 of debt,
monthly payment amount
up to $25,000†
Requested Amount
Request $10,000
your strategy might be:
$612
$509
$25,000
$786
• Use your account
Repayment Term
Request 48 months
$15,000
$472
$367
$305
Requested Amount
RequestPayment
$10,000
Monthly
$245 (based on a 7.99% APR)
$10,000
$315 • No
$245
$204
for anything
prepayment
Repayment Term
Request 48 months
$5,000
$157
$122
-you Monthly
want Payment
penalty
Success!
You could be debt-free in 48 months!
$245 (based on a 7.99% APR)
•
Based on an APR of 7.99%
•
Success!
You could be debt-free in 48 months!
Based on an APR of 7.99%
Funds
can be
• Use your account
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
deposited directly
for anything
debt, take
vacation,
cover unexpected
up to you. And,
as you pay down your
course, the greatest flexibility
is ina what
youorchoose
to do with expenses...it’s
your funds. Consolidate
your
you want
intoOfyour
checking
account,
additionalexpenses...it’s
funds are available
yourAnd,
future
debt, take a vacation, or cover
unexpected
up toforyou.
as needs.
you pay down your
account
account, additional funds Call
are 1-800-363-3996
available for your
future
needs.
now
to accept
your account. It’s convenient, it’s flexible...it’s up to you!
• Funds can be
Call 1-800-363-3996 now Sincerely,
to accept your account. It’s convenient, it’s flexible...it’s up to you!
deposited directly
into your checking
Sincerely,
account
w
•
Mr. fee
Sample;
No Dear
annual
•
Youconsolidating
can get out your credit card bills or taking a dream vacation, you can now make it happen.
You are pre-qualified* for a Line of Credit from GE Money ― with a credit line up to $25,000† and a
of debt in as little
variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your bills
as 36
Youmonths
are pre-qualified* forand
a Line
of Credit
Money
― with a credit line up to $25,000†
be out
of debtfrom
in as GE
little
as 36 months.
• No annual fee
Introducing a smart financial option specially designed for you. Whether you are thinking about
consolidating your credit card bills or taking a dream vacation, you can now make it happen.
Introducing a smart financial
option specially designed for you. Whether you are thinking about
and a variable APR as low as 7.99%.† Use your line for anything you want...even to consolidate your
Yes, it’s convenient ― there are no lengthy application forms to fill out. It just takes minutes to
of debt
in as little as 36 months.
†
APRbills
as and
low be
as out
7.99%
• You
can get out
accept your account by calling 1-800-363-3996. The funds can be deposited directly into
your
personal
of debt in as little
Yes, it’s convenient ― there
are nochecking
lengthy account.
application forms to fill out. It just takes minutes to
• Credit
linesyour account by calling
accept
1-800-363-3996.
The
funds can
beaccount
deposited
directly into
Yes, it’s
flexible ― you can
customize
your
by requesting
theyour
amount you needas 36 months
†
personal
checking
account.
up to
$25,000
as well as the length of your repayment term.
• APR as low as 7.99%†
your goalyour
is to account
eliminateby
$10,000
of debt,
requesting
the amount you needas well as
Yes, it’s flexible ― you can Ifcustomize
• No prepayment
your
strategy might be:
the length of your repayment
term.
Requested Repayment Term (months)
penalty
lines
36 • Credit
48
60
Amount
If your goal is to eliminate $10,000 of debt,
monthly payment amount
up to $25,000†
Requested Amount
Request $10,000
your strategy might be:
$612
$509
$25,000
$786
• Use your account
Repayment Term
Request 48 months
$15,000
$472
$367
$305
Requested Amount
RequestPayment
$10,000
Monthly
$245 (based on a 7.99% APR)
$10,000
$315 • No
$245
$204
for anything
prepayment
Repayment Term
Request 48 months
$5,000
$157
$122
-you Monthly
want Payment
penalty
Success!
You could be debt-free in 48 months!
$245 (based on a 7.99% APR)
•
Based on an APR of 7.99%
•
Success!
You could be debt-free in 48 months!
Based on an APR of 7.99%
Funds
can be
• Use your account
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate your
deposited directly
for anything
debt, take
vacation,
cover unexpected
up to you. And,
as you pay down your
course, the greatest flexibility
is ina what
youorchoose
to do with expenses...it’s
your funds. Consolidate
your
you want
intoOfyour
checking
account,
additionalexpenses...it’s
funds are available
yourAnd,
future
debt, take a vacation, or cover
unexpected
up toforyou.
as needs.
you pay down your
account
account, additional funds Call
are 1-800-363-3996
available for your
future
needs.
now
to accept
your account. It’s convenient, it’s flexible...it’s up to you!
• Funds can be
Call 1-800-363-3996 now Sincerely,
to accept your account. It’s convenient, it’s flexible...it’s up to you!
deposited directly
into your checking
Sincerely,
account
w
Scott Young
Vice President, Personal Finance
Scott Young
Vice President, Personal Finance
Scott Young
GE Money Bank
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly
Scott Young
GE Money Bank
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money directly
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name.
directly into your checking
account.
* *If we determine
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the money
that you no longer meet our selection criteria for this offer, we may refuse to open an account in your name.
directly into your checking
account.
* *If we determine
into your checking account.
into your checking account.
To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a
GE Money Line of Credit, this offer is no longer valid.
**, ,†Please see the reverse side for important conditions to this offer.
PHONE-IN
PHONE-IN
Call Toll Free
Call Toll
Free
1-800-363-3996
1-800-363-3996
Monday - Friday: 10 AM - 9 PM (EST)
Saturday: 10 AM - 6 PM (EST)
Monday - Friday: 10 AM - 9 PM (EST)
Saturday: 10 AM - 6 PM (EST)
A GE Money
specialist
is waiting for
A GE Money
your
request.
specialist
is waiting for
your request.
Or complete the information at right
and
mail in the
envelope.
Or complete
theenclosed
information
at right
and mail in the enclosed envelope.
PHONE-IN
PHONE-IN
REQUESTED AMOUNT †
REQUESTED REPAYMENT TERM †
24
36
48
SOCIAL SECURITY NUMBER
DATE OF BIRTH (MM/DD/YY)
HOME PHONE
WORK PHONE
TOTAL HOUSEHOLD INCOME*
PROVIDE A 4-DIGIT SECURITY CODE
60
72
84 (months)
BEST TIME TO CALL (HH:MM)
am
pm
CELL / OTHER PHONE WHERE WE MAY CALL YOU
DO YOU:
own
rent
other
DATE
Call Toll Free
Call Toll
Free
1-800-363-3996
1-800-363-3996
Monday - Friday: 10 AM - 9 PM (EST)
Saturday: 10 AM - 6 PM (EST)
Monday - Friday: 10 AM - 9 PM (EST)
Saturday: 10 AM - 6 PM (EST)
A GE Money
specialist
is waiting for
A GE Money
your
request.
specialist
is waiting for
your request.
Or complete the information at right
and
mail in the
envelope.
Or complete
theenclosed
information
at right
and mail in the enclosed envelope.
PR-LtrB7-06/05
MAIL-IN
MAIL-INACCEPTANCE
ACCEPTANCEFORM
FORM
Yes, you can accept
accept
now,
your account now,
it takes
takes just
just minutes!
minutes!
it
All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not
be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be
governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you
send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement
contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or
have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse
side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you
when you open an account. We will use your name, address, date of birth, and other information for this purpose.
SIGNATURE
To open a GE Money Line of Credit, you must have a total household income of at least $20,000. If you already have a
GE Money Line of Credit, this offer is no longer valid.
**, ,†Please see the reverse side for important conditions to this offer.
PR-LtrB7-06/05
MAIL-IN
MAIL-INACCEPTANCE
ACCEPTANCEFORM
FORM
Yes, you can accept
accept
now,
your account now,
it takes
takes just
just minutes!
minutes!
it
Direct Response Communications
Version 2.0
Page 91
Convenient and Flexible
and ―
Flexible
It’s the Line ofConvenient
Credit from GE Money
a personal
It’s the Line of Credit from GE Money ― a personal
line of credit with the convenience and
line of credit with the convenience and
flexibility
you
need
to
doititall!
all!
flexibility you need to do
REQUESTED AMOUNT †
REQUESTED REPAYMENT TERM †
24
36
48
SOCIAL SECURITY NUMBER
DATE OF BIRTH (MM/DD/YY)
HOME PHONE
WORK PHONE
TOTAL HOUSEHOLD INCOME*
PROVIDE A 4-DIGIT SECURITY CODE
60
72
84 (months)
BEST TIME TO CALL (HH:MM)
am
pm
CELL / OTHER PHONE WHERE WE MAY CALL YOU
DO YOU:
own
rent
other
All requested information must be completed and is subject to verification. Alimony, child support or separate maintenance income need not
be disclosed unless relied upon for credit. I ask GE Money Bank to open my account and extend credit as requested. I agree my account will be
governed by the GE Money Line of Credit Agreement and the Privacy Policy to be sent to me when my account is opened. If I use a check you
send me, or I request a direct deposit of funds to my bank account, I will be agreeing to these terms. I understand that the Agreement
contains an arbitration provision which may substantially limit my rights in the event of a dispute, including my right to litigate in court or
have a jury trial, discovery and appeal rights, and the right to participate as a representative or member in a class action. Please see reverse
side for important rates, fees, and other cost information. Federal law requires us to obtain, verify and record information that identifies you
when you open an account. We will use your name, address, date of birth, and other information for this purpose.
SIGNATURE
DATE
8.04 Forms: Design
The simplicity of GE’s brand characteristics can be brought
to life in forms and statements. Forms should provide simple,
precise instructions to make it easy for the target audience to
understand and respond to.
Reverse-out bars and tinted bars can be used to increase
readability and make it easy to separate and view information.
The monochromatic use of color should apply to forms as
much as possible, and the color selected should match other
components of the DR package.
o
day t
o
t
y
l
App E 10%
SAV
Service Protection Plus
by GE
Typography
Always use GE Inspira for headlines, subheads and main body
copy.
worry about missing a payment. Your fee is paid automatically through your checking account
P orNever
credit card.
P Unlimited service calls from specially trained technicians.
P You pay nothing for repairs to operating components that fail during normal use.
P Apply today with our easy 3-step process.
Headlines and Subheads
Headlines and subheads can be justified left or centered. Don’t
set any headlines or subheads on forms flush right.
Please complete and mail back this contract application to:
Body copy
All instructional body copy text on forms should appear in
GE Inspira font. Body copy should never be larger than
headlines or subheads. For space considerations, an alternative
sans serif font can be used within data capture sections of
forms. Legal or mice type copy smaller than 9 pt should appear
in GE Inspira however, when deemed appropriate, an alternate
sans serif font can be used.
Service Address:
Dan Steen
80 Washington PL
Ridgewood, NJ, 07450
Step One: Select Products to be Covered
Product
Dishwasher
Microwave
Model #
12345
67891
Price for 1 Year Plan
$56.95
$35.95
Discount
$51.95
$29.95
Step Two: Select Length of Coverage
One Year
Two Year
Three Year
3 paymenst of $XX
3 payments of $XX
3 payments of $XX
OR
OR
OR
Total $XX.XX
Total $XX.XX
Total $XX.XX
Step Three: Select Payment of Your Choice
Credit Card
Bill my credit card
Check
Enclosed is my check or money order.
Use of color and white
space are effective at
laddering a consumer
through the information in
a clear and simple manner.
Direct Response Communications
Version 2.0
Page 92
Visa
Card #
Mastercard
Discover
Expires
/
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat,
sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata sanctus est Lorem
ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore
magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren, no sea takimata
sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut
labore et dolore magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo dolores et ea rebum. Stet clita kasd gubergren,
no sea takimata sanctus est Lorem ipsum dolor sit amet.
8.04 Forms: Design (continued)
The examples below show flexibility in using color and fonts
in form design to make it easier for customers to understand
and complete forms, while still reinforcing the GE Brand.
Examples 2,3 and 4 all utilize GE Inspira for heads, subheads
and instructional copy and a more condensed Sans Serif font
in data capture sections. These examples also show options in
how color and tinting can be applied.
Example 1 Subheads are not in GE
Inspira. Drop shadow boxes are not
appropriate for the GE brand.
Loan Agreement Form
Example 2 Use of rounded edges on
boxes, heads and subheads in GE
Inspira, left justified.
Loan Agreement Form
Agreement No.
Ref:
Customer No:
Regulated by the Consumer Credit Act, 2006.
Email: loansireland@ge.com
www.gemoney.ie
1
1
Your Information
Name 1
Occupation
Address
Length of time in current employment? Years
Phone (h)
Residential Status: Homeowner
Tenant
Length of time at address Years
Living with Parents
Months
Your Information
Date of Birth
Widowed
Tenant
Length of time at address Years
Can we contact you at work? YES
Married
NO
Separated
Living with Parents
Months
Work Address
Mortgage/Rent:
per month
Other Loans:
per month
Work Address
2
(w)
Date of Birth
Your Loan Details
Marital Status: Single
Married
Separated
per month
1. Amount of Credit Limit
2. Period of Agreement
Months
Monthly
Months
Monthly
Other Loans:
per month
Variable
Variable
Customer Signature
4
Date
/
Monthly Premium
Electronic Funds Payment Option
Customer Signature
Direct Response Communications
Version 2.0
Page 93
/
/
per month
Other Loans:
per month
Length of time at address Years
2
3
Payment Protection Plan
Customer Signature
4
Date
/
/
Regulated by the Consumer Credit Act, 2006.
Email: loansireland@ge.com
www.gemoney.ie
Monthly
Mortgage/Rent:
per month
NO
Separated
Other Loans:
per month
Your Loan Details
Without Payment Protection
Months
Monthly
Months
Monthly
6. Number of Repayment Instalments
Variable
Variable
8. Interest Rate
Variable
Variable
NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.
3
Payment Protection Plan
Please indicate the level of cover required:
i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)
OR
ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
Customer Signature
Customer Signature
Date
/
/
Monthly Premium
4
4. Electronic Funds Payment Option
/
Widowed
7. Total Amount Advanced
8. Interest Rate
NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.
i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)
/
Married
Purpose of this Loan
3. Frequency of Repayment Instalments
Monthly
OR
Date
Marital Status: Single
2. Period of Agreement
ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)
Monthly Premium
Months
(m)
Can we contact you at work? YES
With Payment Protection
Months
Please indicate the level of cover required:
Electronic Funds Payment Option
Salary
(w)
Date of Birth
1. Amount of Credit Limit
Months
3. Payment Protection Plan
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
Months
Without Payment Protection
2. Period of Agreement
6. Number of Repayment Instalments
Variable
Living with Parents
Work Address
7. Total Amount Advanced
Variable
Tenant
Work Name
4. Amount of Each Instalment
Customer Signature
Date
Mortgage/Rent:
5. APR
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
Separated
Purpose of this Loan
3. Frequency of Repayment Instalments
OR
/
Widowed
Residential Status: Homeowner
4. Amount of Each Instalment
i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)
You can avail of the Payment Protection Plan as long as you are over 18 and under 65 years of age for the period of agreement. I understand that the Payment Protection Plan is optional. I understand
that no medical condition which I have received medical treatment, advice or consultation for during the 12 months immediately prior to the date of my agreement will be covered. I confirm that I have
read the terms of the Payment Protection Plan and that I am aware of those terms. I understand that I must be actively at work in my normal occupation to avail of Payment Protection Plan. You may
cancel the Payment Protection Plan within 30 days from teh date you receive your Certificate of Insurance. For further information on cancellation in the 30-day period, please refer to the terms and
conditions of the Certificate of Insureance. If you cancel the Payment Protection outside this 30-day period, three months written notice is required. On cancellation without notice three months premium
shall be paid by the Customer. The requirement for three months notice does not apply until six months after the commencement of the Agreement. I agree that in the event of my rescheduling my
Agreement, a new Payment Protection Plan will issue and the monthly premium will be at the current premium rate at the date of the reschedule.
Married
NO
5. APR
ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)
ii. Life, Accident, Sickness, Critical Illness (available only to Self employed or State employed customers)
Marital Status: Single
Occupation
Length of time in current employment? Years
Phone (h)
(m)
Can we contact you at work? YES
4. Amount of Each Instalment
Payment Protection Plan
OR
Months
(w)
Date of Birth
Address
5. APR
Please indicate the level of cover required:
i. Life, Accident, Sickness, Involuntary Redundancy (available only to employees, other than those employed directly by the state)
Length of time at address Years
Living with Parents
With Payment Protection
Please indicate the level of cover required:
3
Tenant
Agreement No.
Ref:
Customer No:
Your Information
Name
Months
1. Amount of Credit Limit
Months
Monthly
7. Total Amount Advanced
8. Interest Rate
Residential Status: Homeowner
Without Payment Protection
Months
Monthly
NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.
NB. You may withdraw from this Agreement at any time within 14 days from date of issue of the loan funds ― see conditions below.
Salary
2. Your Loan Details
8. Interest Rate
6. Number of Repayment Instalments
Length of time in current employment? Years
Work Address
6. Number of Repayment Instalments
4. Amount of Each Instalment
5. APR
7. Total Amount Advanced
Occupation
Work Name
Your Loan Details
3. Frequency of Repayment Instalments
3. Frequency of Repayment Instalments
Widowed
Mortgage/Rent:
2. Period of Agreement
Without Payment Protection
1
Name
Phone (h)
NO
1. Amount of Credit Limit
With Payment Protection
Loan Agreement Form
Address
(m)
Can we contact you at work? YES
With Payment Protection
2
Months
Purpose of this Loan
Work Name
Purpose of this Loan
Work Name
Salary
Example 4 Use of 15% tint to focus
attention on sections to be filled out.
Agreement No.
Ref:
Customer No:
1. Your Information
Occupation
Length of time in current employment? Years
Residential Status: Homeowner
(m)
Loan Agreement Form
Name 1
Phone (h)
(w)
Marital Status: Single
Agreement No.
Ref:
Customer No:
Address
Salary
Months
Example 3 Limited use of reverse-out
bars makes it simple for consumers to
see different sections of the form. Use
of alternate line shading (up to 15%
tint) increases ease of readability.
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
Customer Signature
Regulated by the Consumer Credit Act, 2006.
Email: loansireland@ge.com
www.gemoney.ie
Date
/
/
Date
/
/
Monthly Premium
Electronic Funds Payment Option
If you wish to have your loan cheque lodged to your bank account electronically, please complete this section. I am instructing GE Capital Woodchester Finance Ltd., trading as GE Money (hereinafter
called “GE Money”), to transfer my loan amount by Electronic Funds Transfer (EFT) to my bank account as detailed on my direct debit instruction (Section 5).
Customer Signature
Regulated by the Consumer Credit Act, 2006.
Email: loansireland@ge.com
www.gemoney.ie
Date
/
/
8.05
Brochures,
Postcards and
Inserts
Direct Response Communications
Version 2.0
Page 94
8.05 Brochures, Postcards and Inserts: Monogram
The Monogram must be justified left and placed either on the bottom
or top of brochures and other inserts. Refer to Sections 2.0 Monogram
and 3.0 Tagline for additional details on proper use and lock-up
relationships with architecture components and tagline.
Monogram top left.
Monogram bottom left.
Service Protection Plus
by GE
Benefit from
adding on.
Direct Response Communications
Version 2.0
Page 95
Spend time
with each other.
Not a repair man.
8.05
Brochures, Postcards and Inserts: Typography
Headlines and Subheads
Always use GE Inspira for headlines. It is suggested that GE Inspira
regular be used, reserving bolding for key words instead of bolding
an entire headline or subhead. Headers should be presented in the
same color as the Monogram.
You have flexibility to present a call-to-action (such as a URL) in
whatever font size is reasonable for the brochure, to ensure it draws
the eye of the reader.
Body Copy
All body copy text in brochures and other inserts should appear
in GE Inspira font. The minimum size is suggested at 10 pt. Use of
handwritten font or elegant invitation fonts should not be used
in brochures. Body copy in brochures and on other inserts should
always be justified left. Do not center or right justify copy. Do not
indent paragraphs. You have flexibility to indent bullet points or
design spacing of copy to increase readability.
Body copy should never be larger than headlines or subheads. See
Literature Brand Expression Guidelines for more body copy details.
Legal Copy
Terms and conditions can be provided in GE Inspira or an alternate
Sans Serif font. Please refer to Section 5.0 on Typography for details.
Example of a brochure cover and inside page.
Service Protection Plus
by GE
Spend time
with each other.
Not a repair man.
Service Protection Plus
by GE
When your appliances break, you
want a repair man to arrive fast,
repairs to be completed in one
visit, and you want the lowest
cost. That’s why GE introduced
Service Protection Plus.
One dishwasher repair could
cost up to $300. With Service Protection Plus
by GE, you would save $200 on the repair.
Call today to save an extra 10%
1.800.555.5555
or visit
geappliances.com/services
Direct Response Communications
Version 2.0
Page 96
8.05
Brochures, Postcards and Inserts: Design
Reverse-Out Bar Applications
Our traditional gray bar graphic device was created to contain
supplementary but necessary information relating to legal,
mandatory or country specific information.
In direct response applications, DR marketers have the flexibility
of using horizontal reverse-out bars for motivating conversion or
influencing call-to-action.
Maintain correct clear space between the Monogram and any
lock-up relationships.
Always use GE Inspira for copy within the reverse-out bar.
Reverse-out copy in white against a color within the GE approved
color palette.
Marketers have flexibility to use a font size of their choice
provided it is appropriate and blends well with the overall design
of the package components.
Horizontal reverse-out bars may be located across the top or
bottom of brochures, inserts or postcards and can cover a
maximum of 30% of the total size of the component.
Reverse-out bar with call-to-action.
GE Money
Get a loan
from the comfort
of your home.
Colored reverse-out horizontal bars on letterhead should be
avoided.
For proper use of traditional Gray Bar applications, refer to the
Advertising Guidelines on Brand Central.
1-888-555-5555
Direct Response Communications
Version 2.0
Page 97
8.05
Brochures, Postcards and Inserts: Design (continued)
Postcard Design
In DR, the front of a postcard should leverage the typography
and imagery guidelines to make it instantly recognizable as GE,
while also offering creative flexibility.
The Monogram (and architecture levels 1, 2 and/or 3) does not
have to appear on the front of a postcard but it must appear on
at least one side. The Monogram may also appear on both the
front and back of a component.
Monogram and headlines should be monochromatic. Black text
may be used for copy if it is being lasered or there are plate
changes for localization of messages and contacts.
Solution Platform is introduced on front of postcard while the Monogram and tagline appear on the back.
Trailer Fleet Services
by GE
U.S. Postage
Paid
Dear Mr. Sample,
Have your trailers been
diagnosed recently?
An annual check up on your trailer fleet can
help you:
- Put the right mix of trailers on the road
- Keep the fleet productive and profitable
- Stay flexible in today’s business environment
Mr. Bob Sample
Manager
Fleet Services
123 Anystreet
Anytown, NY, 10001
Trailer Fleet Services by GE can help.
Call 1.800.555.5555 or visit
www.getrailerservices.com.
imagination at work
GE Brand architecture appears on the front of this postcard while the Monogram and tagline are printed
on both the front and the back.
GE
Energy
In emissions testing,
accuracy is everything.
U.S. Postage
Paid
Accuracy is everything
Energy Solutions from GE, through its acquisition
of BHA Group, now offers a full range of emission
testing services.
To find out more:
1. Call 1.800.555.5555
2. Go online to www.ge.energy.com
3. Email bob@geenergy.com
imagination at work
Direct Response Communications
Version 2.0
Page 98
imagination at work
Mr. Bob Sample
VP Environmental
ABC Company
124 Anystreet
Anytown, NY, 10001
8.05
Brochures, Postcards and Inserts: Charts
Typography
All copy should be presented in GE Inspira. Bolding, italics,
capitalization and highlighting are design devices that can be
used in direct response. Don’t use more than 4 font styles on
these types of components to avoid clutter.
Copy can be centered or justified in any way necessary to clearly
present information.
“Highlighting” techniques can be used to draw the reader’s eye to
very specific points and differentiated benefits (e.g., savings).
Color
Charts should have a dominant color that matches the
Monogram and headlines. But both tints and secondary colors
can be used from the approved GE color palette to break up
heavy copy for easy navigation of information.
In-Market Testing
Testing of alternate fonts is limited only to handwritten fonts.
The use of handwritten fonts on an insert, such as a lift note,
is appropriate in select test markets where it is intended to
stimulate call-to-action, to highlight important product or service
benefits or as a “personalized message” to encourage response.
Tests should be limited to where results can be compared against
creative that complies with current brand guidelines.
Preferred use of color on chart to
increase readability.
Simplify your life...
Debt
Total of
Balance
Total Monthly
Payments
Credit Card
Personal Unsecured Bank Loan
Department Store Credit Card
Auto Loan
Home Improvement Loan
First Mortgage
$5,267
$8,996
$3,400
$12,400
$7,937
$110,000
$105
$209
$68
$292
$105
$769
Total Before
$148,000
$1,548
Total After GE Money
Loan Solution
$155,000
$1.030
<
$1,548
$1,030
In-market test sample of a handwritten
lift note.
Current
Monthly
Payment
(1)
(2)
(3)
(4)
(5)
(6)
(7)
Total Monthly
Payment After
Home Loan from
GE Money
Here’s an example of what one of our loan solutions
could mean to your monthly bottom line.
Debt
Credit Card
Personal Unsecured Bank Loan
Department Store Credit Card
Auto Loan
Home Improvement Loan
First Mortgage
©2005 GE Money Bank
GE Money is a trade name
for GE Money Bank Member FDIC
$148,000
$1,548
$155,000
$1.030
$1,548
Save $518 per month
$1,030
Current
Monthly
Payment
PR PQ-O6O5-L
Total Monthly
Payments
$105
$209
$68
$292
$105
$769
Total Before
Other programs may
lower your payments
even more!
The Bank Card payment is based on APR of 13.00%
The Personal Unsecured Bank Loan payment is based on an APR of 13.98%
The Department Store Credit Card payment is based on an APR of 20.65%
The Auto Loan payment is based on an APR of 6.16%
The Home Improvement Loan payment is based on an APR of 9.92%
The First Mortgage Loan payment is based on an APR of 7.50%,
GE Money does not escrow tax and insurance payments.
GE Money loan payment example: On a loan of $155,000 (which
includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year
(360 payments), first mortgage of 7.31% APR nominal rate of 6.99%,
monthly payments would be $1,030.18 (principal and interest only),
assuming home has $45,000 additional equity.
Total of
Balance
$5,267
$8,996
$3,400
$12,400
$7,937
$110,000
Total After GE Money
Loan Solution
Save $518 per month ―
that’s over $6,000 in
monthly payments
the first year!
Rates are shown for illustration purposes only. The rate for which you qualify will
be based on your current financial situation. While the monthly payment may be
lower, the term of the loan may be longer than the current terms of the loans being
consolidated.
Direct Response Communications
Version 2.0
Page 99
Simplify your life...
Here’s an example of what one of our loan solutions
could mean to your monthly bottom line.
Indiscriminate use of alternate fonts is discouraged and GE
Inspira should be used in all direct communications.
GE Money
Use of lines in chart and use of too many
colors detracts from the GE look and feel.
(1)
(2)
(3)
(4)
(5)
(6)
(7)
Total Monthly
Payment After
Home Loan from
GE Money
Other programs may
lower your payments
even more!
The Bank Card payment is based on APR of 13.00%
The Personal Unsecured Bank Loan payment is based on an APR of 13.98%
The Department Store Credit Card payment is based on an APR of 20.65%
The Auto Loan payment is based on an APR of 6.16%
The Home Improvement Loan payment is based on an APR of 9.92%
The First Mortgage Loan payment is based on an APR of 7.50%,
GE Money does not escrow tax and insurance payments.
GE Money loan payment example: On a loan of $155,000 (which
includes $4,995 closing costs fees financed and $2,005 cash-out, 30 year
(360 payments), first mortgage of 7.31% APR nominal rate of 6.99%,
monthly payments would be $1,030.18 (principal and interest only),
assuming home has $45,000 additional equity.
Rates are shown for illustration purposes only. The rate for which you qualify will
be based on your current financial situation. While the monthly payment may be
lower, the term of the loan may be longer than the current terms of the loans being
consolidated.
©2005 GE Money Bank
GE Money is a trade name
for GE Money Bank Member FDIC
PR PQ-O6O5-L
8.05
Brochures, Postcards and Inserts: Charts (continued)
Design
Where possible, increase the organic look of charts by using
rounded edges for boxes. Reverse-out headings and different
levels of color shading can be used to break up sections of charts.
To call attention to specific data points on a chart, it is acceptable
to use the highlighting technique, or circular call-outs. Arrows
should have rounded versus hard edges.
Avoid using square
edged boxes with
key lines to focus
attention on specific
aspects of a chart.
Tailor your Line of Credit to
suit your needs.
With the Line of Credit from GE Money, you can choose the term that
works best for you.
For example, if you withdraw $4,000 at a repayment term of 36 months,
your monthly payment will only be $153.*
Requested
Amount
$5,000
$4,000
$3,000
$1,500
Repayment Term (mths)
24
36
48
$259
$207
$156
$78
$191
$153
$115
—
$157
$126
—
—
Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.
Call 1-866-747-1864 to accept your Line of Credit from GE Money today.
Tone on tone color
and round edges on
chart with organic
shapes for call-outs.
Tailor your Line of Credit to
suit your needs.
With the Line of Credit from GE Money, you can choose the term that
works best for you.
For example, if you withdraw $4,000 at a repayment term of 36 months,
your monthly payment will only be $153.*
Requested
Amount
$5,000
$4,000
$3,000
$1,500
Repayment Term (mths)
24
36
48
$259
$207
$156
$78
$191
$153
$115
―
$157
$126
―
―
Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.
Call 1-866-747-1864 to accept your Line of Credit from GE Money today.
Limited use of
a secondary
color.
Tailor your Line of Credit to
suit your needs.
With the Line of Credit from GE Money, you can choose the term that
works best for you.
For example, if you withdraw $4,000 at a repayment term of 36 months,
your monthly payment will only be $153.*
Requested
Amount
$5,000
$4,000
$3,000
$1,500
Repayment Term (mths)
24
36
48
$259
$207
$156
$78
$191
$153
$115
―
$157
$126
―
―
Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.
Call 1-866-747-1864 to accept your Line of Credit from GE Money today.
Use of alternate
shaded lines to
make chart content
easier to follow.
Use of highlighting
to draw attention
to specific figures
within a chart.
Tailor your Line of Credit to
suit your needs.
With the Line of Credit from GE Money, you can choose the term that
works best for you.
For example, if you withdraw $4,000 at a repayment term of 36 months,
your monthly payment will only be $153.*
Requested
Amount
$5,000
$4,000
$3,000
$1,500
Repayment Term (mths)
24
36
48
$259
$207
$156
$78
$191
$153
$115
―
$157
$126
―
―
Plus, as you make payments, you can reaccess your cash (up to your
available line) anytime you need it.
Call 1-866-747-1864 to accept your Line of Credit from GE Money today.
Direct Response Communications
Version 2.0
Page 100
8.05
Brochures, Postcards and Inserts: Improper Use
1.
Don’t set any headlines, subheads or body copy on letters
flush right.
2.
Don’t use full-bleed color photography.
3.
Don’t use more than one image per panel/page. This does not
apply to inset imagery.
4.
Don’t place Monogram in areas other than justified left on
either the bottom or top of brochures and other inserts.
1.
2.
Service Protection Plus
by GE
When your appliances break, you
want a repair man to arrive fast,
repairs to be completed in one
visit, and you want the lowest
cost. That’s why GE introduced
Service Protection Plus.
3.
GE Money
Home Loans
4.
Call 1-800-555-5555
Service Protection Plus™
by GE
You have the right to expect
the very best performance from
your appliances and
home electronics...
You have the right to expect
the very best performance from
your appliances and
home electronics...
But life isn’t
perfect.
But life isn’t
perfect.
One dishwasher repair could
cost up to $300. With GE Protection Plus,
you could save more than $200!
One dishwasher repair could
cost up to $300. With Service Protection Plus
by GE, you would save $200 on the repair.
Call today to save an extra 10%
1.800.555.5555
or visit
geappliances.com/services
Direct Response Communications
Version 2.0
Page 101
One dishwasher repair could
cost up to $300. With GE Protection Plus,
you could save more than $200!
That’s why GE offers...
That’s why GE offers...
Service Protection Plus™
Service Protection Plus™
A comprehensive plan that covers repairs to your
appliances and home electronics so you can stop
worrying about untimely problems!
A comprehensive plan that covers repairs to your
appliances and home electronics so you can stop
worrying about untimely problems!
NO Hidden Costs.
P NO
Deductibles.
P NO Stress.
P
NO Hidden Costs.
P NO
Deductibles.
P NO Stress.
P
1-800-555-5555
8.05
Brochures, Postcards and Inserts: Improper Use
5.
Don’t use flags or violators on brochures, inserts or postcards.
6.
Body copy cannot be larger than headlines or subheads.
7.
Don’t indent paragraphs, unless using bullets to call attention
to specific benefits or information that will help support
consumer decision-making.
8.
Don’t use more than 4 font style devices, e.g., bold, highlight,
color, highlighting and all caps.
5.
6.
GE Money
7.9
9%
It’s refreshingly easy to top up
AP
R
GE Capital has become GE Money. To
celebrate we’re giving our most valued
customers the opportunity to top up their
existing GE loan.
Get a home loan
from the comfort
of your home
Take a look at the cheque attached to the
accompanying letter. That’s how much
could be yours. All you need to do is
complete the loan agreement form, telling
us how much extra you’d like to borrow.
Once your GE Money Top-Up is approved,
the money’s yours.*
Getting a little extra has never been easier.
Simply fill in your loan agreement form today and return it in the FREEPOST envelope
provided or call us at
1-800-555-5555
www.gemoney.ie
7.
Direct Response Communications
Version 2.0
Page 102
8.
It’s refreshingly
easy to top up
It’s refreshingly
EASY to top up
GE Capital has become GE Money. To celebrate we’re
giving our most valued customers the opportunity to top up
their existing GE loan.
GE Capital has become GE Money. To celebrate
we’re giving our most valued customers the opportunity to
top up their existing GE loan.
Take a look at the cheque attached to the accompanying letter. That’s how much could be yours. All you need
to do is complete the loan agreement form, telling us how
much extra you’d like to borrow. Once your GE Money TopUp is approved, the money’s yours.*
Take a look at the cheque attached to the
accompanying letter. That’s how much could be yours. All
you need to do is complete the loan agreement form,
telling us how much extra you’d like to borrow. Once your
GE Money Top-Up is approved, the money’s yours.*
As GE Money, we’re looking to improve every aspect
of the service we offer. That’s why we’ve made accessing your Top-Up easier too. With an EFT (Electronic Funds
Transfer) payment, the money is paid directly into your bank
account, so you don’t even have to bank a cheque.
As GE Money, we’re looking to improve every aspect
of the service we offer. That’s why we’ve made accessing
your Top-Up easier too. With an EFT (Electronic Funds
Transfer) payment, the money is paid directly into your
bank account, so you don’t even have to bank a cheque.
Getting a little extra has never been easier. Simply fill
in your loan agreement form today and return it in the FREEPOST envelope provided or call us at
Getting a little extra has never been easier. Simply fill
in your loan agreement form today and return it in the FREEPOST envelope provided or call us at
1-800-555-5555
www.gemoney.ie
1-800-555-5555
www.gemoney.ie
8.06
Dimensional Mail
Direct Response Communications
Version 2.0
Page 103
8.06 Dimensional Mail: General Use
Effective DR creative occasionally goes beyond a traditional
package in an envelope. The use of different shapes and
dimensions can not only increase open rates and response, it
can play a strong role in bringing GE’s innovative, dynamic and
contemporary brand character to life in a way that is more
relevant and personal for the target audience.
Typography
Every effort should be made to ensure the concept works with
GE Inspira for heads, subheads and body copy.
Design
The exterior of dimensional pieces should pick up on the
contemporary and modern vitality of the brand.
Judgment will have to be applied on a case-by-case basis to
ensure the total concept is in alignment with the GE Brand.
Use all other DR guidelines for color, typography and imagery on
inserted components to ensure the brand is aligned, conveyed
and prominent once the reader gets inside the package.
Direct Response Communications
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8.07
Electronic Direct
Response
Direct Response Communications
Version 2.0
Page 105
8.07 Electronic Direct Response: General Use
Where possible, e-mail direct response communications
should apply the same standards of design, color-use,
imagery and typography as other direct response
communications. While there are many aspects of e-mail and
e-newsletters unique to the medium, the intent should be for
target audiences to recognize synergy between the brand
online and offline. In particular, if the e-mail is a follow-up
contact to a printed ad, direct mail or a web visit, imagery
and copy in the e-mail should provide a visual and message
connection to the original source.
These brand expression guidelines are intended to apply to
e-marketing, such as blast e-mails to customers on a
database or e-mail newsletters to opt-in subscribers. They are
not intended as guidelines for one-on-one correspondence
between sales teams and existing customers. For guidelines
specific to the medium, please refer to the Website and Online
Advertising guidelines on Brand Central.
• GE Inspira font is not a commonly installed feature on
computers and therefore it is not expected that e-marketing
communications be in GE Inspira. Headlines, subheads and
body copy should appear in Arial (for html coding).
• Use of the monochromatic copy rule (Monogram, heads,
call-out boxes and other design elements all in the same
approved color) should be used.
• Cropped photography is a defining element of the GE Brand.
While it is often necessary to use square-cut photos in
e-mail, the use of cropped photos is encouraged. Photos
with feathered edges should not be used.
• As with DR letters, copy should be justified to the left where
possible.
• If using graphical devices to grab attention, the use of
rounded, organic shapes in e-mails is encouraged.
• Brand architecture rules should be applied throughout
electronic DR communications. However with respect
to “sender” lines, it is acknowledged that consumers
must be able to quickly identify who has sent them a
communication. If an employees name is not going to be
used, in this case only, it is recommended that “GE” precede
the Market or Business name with a hyphen separating
GE from the Market or Business name. For example,
GE – Trailer Fleet Services.
Note there are minor exceptions to this such as GE Money.
Direct Response Communications
Version 2.0
Page 106
From:
To:
CC:
Subject:
GE Money
John A. Sample
Sent: Wed 1/1/2006 12:00 PM
Home Loan Offer: Save $6,000 in Mortgage Payments
From:
To:
CC:
Subject:
GE Money
John A. Sample
Sent: Wed 1/1/2006 12:00 PM
Line of Credit Offer: Get up to $25,000
GE Money
Get a personal line of credit for up to $25,000
with an APR as low as 7.99%.
Get a Loan
GE Money Home
Your Account
Calculator
Dear Mr. Sample,
Just 15 minutes of your time could save you
up to $6,000 in mortgage payments.
We’re pleased to let you know that you’re pre-qualified for a home loan from GE Money
that could save you as much as $6,000 in payments your first year.
What would you do with all that extra cash? You could get started on a home
renovation product, take a special vacation, or get that new car you’ve had your eye
on — it’s up to you.
Even if your credit is less than perfect, we can help you
achieve your financial goals. There is no cost or obligation.
After 15 minutes on the phone, we’ll immediately send you
a customized loan solution.
For more than 125 years, GE has worked to earn the
trust of its customers. Simplify your life — check out what
GE Money can do for you.
Sincerely,
Dennis Murphy
Director of Marketing
GE Money, Home Loans
Call us at
1-800-555-5555
or click here
to start the
loan process.
Introducing a smart financial option specially designed for you. Whether you are thinking
about consolidating your credit card bills or taking a dream vacation, you can now make it
happen.
You are pre-qualified* for a Line of Credit from GE Money — with a credit line up to
$25,000† and a variable APR as low as 7.99%.† Use your line for anything you want...even
to consolidate your bills and be out of debt in as little as 36 months.
Yes, it’s convenient — there are no lengthy application forms to fill out. It just takes
minutes to accept your account by calling 1-800-363-3996. The funds can be deposited
directly into your personal checking account.
Yes, it’s flexible — you can customize your account by requesting the amount you need as
well as the length of your repayment term.
Of course, the greatest flexibility is in what you choose to do with your funds. Consolidate
your debt, take a vacation, or cover unexpected expenses...it’s up to you. And, as you pay
down your account, additional funds are available for your future needs.
Call 1-800-363-3996 now to accept your account. It’s convenient, it’s flexible...it’s up to
you!
Sincerely,
Scott Young
Vice President, Personal Finance
GE Money Bank
P.S. You can get your cash in as little as 48 hours.** Just call and ask us to deposit the
money directly into your checking account.
• No annual fee
• APR as low as
7.99%†
• Credit lines up
to $25,000†
Call Toll Free:
1-800-363-3996
or click here
8.07 Electronic Direct Response: Subscribed Newsletters
Electronic newsletters should combine design standards from
both website design and direct response marketing ― particularly
since most e-newsletters link directly to GE websites. The following
are directional guidelines, in addition to those contained in the
Newsletter guidelines (check Brand Central).
• GE Inspira is a proprietary typeface and likely not recognized by
most personal computers. Therefore, Arial font is recommended
in communications.
• Design navigation bars within newsletters to visually resemble
those used on GE websites.
• Ideally, visual images in the headline or opening section of an
e-newsletter are cropped and in the style defined by the
advertising guidelines.
• Copy and headlines should be justified to the left. Use of
sidebars for navigation, surveys, and search functioning should
be located to the right, similar to direct response letters.
• Where there are inset photos or links, position these so that
copy can be justified left.
• Use of organic shapes as design elements and call-out boxes is
encouraged.
Use of three font styles in newsletter name
detracts from recognition impact of GE
Inspira font.
From:
To:
CC:
Subject:
GE – Trailer Fleet Services
John A. Sample
Sent: Wed 1/1/2006 12:00 PM
Your monthly e-news update
Here, lines are narrow and the box has
rounded corners. All copy is in Arial. Copy
is justified left and inset square-cut images
don’t interfere with justification.
From:
To:
CC:
Subject:
GE – Trailer Fleet Services
John A. Sample
Sent: Wed 1/1/2006 12:00 PM
Your monthly e-news update
This version minimizes use of lines, and
incorporates an organic shape to draw
attention to the survey.
From:
To:
CC:
Subject:
GE – Trailer Fleet Services
John A. Sample
Sent: Wed 1/1/2006 12:00 PM
Your monthly e-news update
December 2005
On the Move
Trailer Fleet Services e-news update
On the Move
On the Move
Trailer Fleet Services e-news update
Trailer Fleet Services e-news update
December 2005
trailerservices.com
Get A Quote
IN THIS ISSUE
Buy Equipment
- Is your cargo on track?
ASK AN EXPERT
- Outsourcing your trailer
maintenance
- Things to do this month
- Olympic Games
Sweepstake update
Locate a Branch
OntheMove Archives
Is your cargo on track?
When your customer’s cargo is at a standstill so is your business - that’s why
it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset
Intelligence you can monitor, manage and optimize your trailer fleet - whether
you rent, lease or own your trailers.
PRODUCT NEWS
INDUSTRY RESOURCES
Remarketing Deals
PRODUCT NEWS
Want to learn more? View this short video about how VeriWiseTM Asset
Intelligence can drive more revenue to your bottom line
click here to view the video
trailerservices.com
December 2005
Get A Quote
Buy Equipment
Remarketing Deals
Locate a Branch
Is your cargo on track?
When your customer’s cargo is at a standstill so is your business — that’s why it’s
essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset
Intelligence you can monitor, manage and optimize your trailer fleet — whether you
rent, lease or own your trailers.
Want to learn more? View this short video about how VeriWiseTM Asset Intelligence
can drive more revenue to your bottom line
click here to view the video
Which issue in the trucking
industry has your company
the most concerned?
Driver shortage
Fuel / Diesel prices
Keeping up with technology
advancements
Equipment upgrades and
remarketing old units
Maintaining & extending life
of fleet
Vote
Ask An Expert
GE Industry experts answer your fleet management questions
Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in
order to change my company’s maintenance process I need to learn more about the advantages. Will outsourcing really save me money and time?
Jeff Ballew, Maintenance Management product manager, answers:
Many of our leasing customers are facing the same question of whether or
not to outsource the maintenance of their trailer fleet. There are also many
companies that own their own fleet and have turned to outsourcing because
maintenance has simply become a distraction from their core business
– such as operating a retail store chain.
One of the first things to evaluate is the location of your distribution and maintenance
facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively
when they are on the road and far away from your distribution facilities?
Direct Response Communications
Version 2.0
Page 107
Ask An Expert
Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in order to
change my company’s maintenance process I need to learn more about the advantages. Will outsourcing really save me money and time?
Jeff Ballew, Maintenance Management product manager, answers:
Many of our leasing customers are facing the same question of whether or not to
outsource the maintenance of their trailer fleet. There are also many companies
that own their own fleet and have turned to outsourcing because maintenance has
simply become a distraction from their core business – such as operating a retail
store chain.
One of the first things to evaluate is the location of your distribution and maintenance facilities in
relation to your routes. Will you be able to maintain your trailers cost-effectively when they are on the
road and far away from your distribution facilities?
Outsourcing with a nationwide vendor that has remote locations throughout the country or
offers mobile maintenance units ensures that your trailers are maintained in a timely manner
– with little downtime. With the challenges of the driver shortage and rising fuel costs
impacting fleets this can be another important way to help reduce costs and keep your
trailers on the road...
Outsourcing with a nationwide vendor that has remote locations throughout the country or offers
mobile maintenance units ensures that your trailers are maintained in a timely manner – with little
downtime. With the challenges of the driver shortage and rising fuel costs impacting fleets this can be
another important way to help reduce costs and keep your trailers on the road...
click here to read more
click here to read more
OntheMove Archives
trailerservices.com
Get A Quote
Buy Equipment
Remarketing Deals
IN THIS ISSUE
Product News
Is your cargo on track?
- Is your cargo on track?
When your customer’s cargo is at a standstill so is your business - that’s why
it’s essential to track your trailers’ whereabouts. With GE’s VeriWiseTM Asset
Intelligence you can monitor, manage and optimize your trailer fleet - whether
you rent, lease or own your trailers.
Ask An Expert
- Outsourcing your trailer
maintenance
Industry Resources
- Things to do this month
- Olympic Games
Sweepstake update
Which issue in the trucking
industry has your company the
most concerned?
Driver shortage
Fuel / Diesel prices
Keeping up with technology
advancements
Equipment upgrades and
remarketing old units
Maintaining & extending life
of fleet
Vote
Want to learn more? View this short video about how VeriWiseTM Asset
Intelligence can drive more revenue to your bottom line
click here to view the video
Ask An Expert
Ask an expert question: I’ve heard a lot lately about outsourcing trailer maintenance, but in
order to change my company’s maintenance process I need to learn more about the
advantages. Will outsourcing really save me money and time?
Locate a Branch
OntheMove Archives
IN THIS ISSUE
Product News
- Is your cargo on track?
Ask An Expert
- Outsourcing your trailer
maintenance
Industry Resources
- Things to do this month
- Olympic Games
Sweepstake update
Which issue in the trucking
industry has your company the
most concerned?
Driver shortage
Fuel / Diesel prices
Jeff Ballew, Maintenance Management product manager, answers:
Many of our leasing customers are facing the same question of whether or
not to outsource the maintenance of their trailer fleet. There are also many
companies that own their own fleet and have turned to outsourcing because
maintenance has simply become a distraction from their core business – such
as operating a retail store chain.
One of the first things to evaluate is the location of your distribution and maintenance
facilities in relation to your routes. Will you be able to maintain your trailers cost-effectively
when they are on the road and far away from your distribution facilities?
Outsourcing with a nationwide vendor that has remote locations throughout the country or
offers mobile maintenance units ensures that your trailers are maintained in a timely manner
– with little downtime. With the challenges of the driver shortage and rising fuel costs
impacting fleets this can be another important way to help reduce costs and keep your
trailers on the road...
click here to read more
Keeping up with technology
advancements
Equipment upgrades and
remarketing old units
Maintaining & extending life
of fleet
Vote
9.0
Grids
9.01
9.02
9.03
9.04
9.05
9.06
9.07
9.08
9.09
9.10
9.11
Introduction
Overview
Construction
US Letter ― Portrait and Landscape
US Letter ― Portrait Inside Brochure
Slim Jim
Postcards
Oversized Envelope
Traditional Envelope
Construction for Other Sizes
Bleed, Trim and Live Areas
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9.01
Grids: Introduction
We have created a flexible grid system to ensure an integrated look and feel for all DR
components. The grid provides an effective way of organizing text and images on a page.
The examples show how to divide layout areas into a varying number of columns, and how to
determine correct size and position for imagery, text and charts.
This section outlines the fundamental rules for creating and using grids for envelopes,
letterhead, postcards and other DR components.
Additional grid construction guidelines are provided on Brand Central for advertising, literature
and newsletters.
Direct Response Communications
Version 2.0
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9.02 Grids: Overview
Two elements make up the grid. They are:
Image/Clear Space Guide
The outer magenta key line indicates the area in which to position
images and text.
Text Columns and Gutters
The majority of the grids in GE literature are based on a six-column
grid. The vertical cyan rules indicate body text columns with fixed
gutter spaces.
When necessary, use fewer columns.
US letter, landscape, is based on an eight-column grid.
Metric A4 full grid, portrait.
US letter full grid, portrait.
Image/clear space guide
Text columns
and gutters
Direct Response Communications
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9.03 Grids: Construction
To construct a US letter size document in Adobe InDesign or
QuarkXPress, use the measurements shown at right.
Adobe InDesign setup.
This grid is six columns with a gutter of 0.2”.
QuarkXPress setup.
All outer margins are 0.45”.
Use a baseline grid for aligning text within the document.
Image/Clear space guide.
Direct Response Communications
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Text area/six columns with gutters.
0.2”/5mm optional baseline grid.
Full grid.
9.04 Grids: US Letter ― Portrait and Landscape
The 8.5”x11” grid has an outer margin all around of 0.45”. The
brand architecture components, Monogram and/or tagline lockup and all text align with the top left margins and/or the bottom
left margins.
The portrait grid is six columns wide, the column width is flexible
and the gutter between columns is fixed at 0.2”. The landscape
grid is eight columns wide.
The Monogram size is 0.85” in diameter and the tagline and
brand architecture components are set in 18pt GE Inspira Regular
with 19pt leading.
Columns can be used as guides for spacing and aligning images,
call-out boxes, side bars and charts.
0.45”
18pt
0.2”
GE Market
Business
Landscape
The US letter size
grid is eight
columns wide. The
brand architecture
components, the
Monogram and all
text align to the
left.
0.45”
0.2”
Portrait
The US letter size
grid is six columns
wide. The brand
architecture
components, the
Monogram and all
text align to the
left.
GE Market
Business
Dimensions
Page size: 8.5”x11”
Dimensions
Page size: 8.5”x11”
Margins
0.45” all around
Margins
0.45” all around
Gutters
0.2” (space
between each
column)
Gutters
0.2” (space
between each
column)
0.45”
0.85”
diameter
Direct Response Communications
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0.45”
0.45”
0.85”
diameter
0.45”
9.05
Grids: US Letter ― Portrait Inside Brochure
0.45”
Inside Spread
The US letter size
inside spread grid is
12 columns wide. The
grid size for each page
is six columns wide.
The inside spread has
a 0.7” inside margin to
accommodate different
binding treatments.
The brand architecture
components, the
Monogram and all text
align on the left with
flexibility for top or
bottom positioning of
the Monogram.
0.2”
0.7”
GE Market
Business
Dimensions
Page size: 8.5”x11”
Spread size: 17”x11”
Margins
Outside, top, bottom:
0.45”; inside 0.7”
Gutters
0.2” (space between
each column)
imagination at work
0.45”
0.85”
diameter
Direct Response Communications
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0.45”
9.06
Grids: Slim Jim
0.35”
0.15”
0.35”
0.35”
14pt
0.15”
GE Market
Business
Inside Spread
The Slim Jim size
inside spread grid is
six columns wide. The
grid for each page is
three columns wide.
The inside spread has
a 0.35” inside margin.
The brand architecture
components, the
Monogram and all text
align on the left.
Cover
The Slim Jim size
cover grid is three
columns wide. The
brand architecture
components, the
Monogram and all text
align on the left with
flexibility for top or
bottom positioning of
the Monogram.
Dimensions
Page size: 3.6”x8.5”
Spread size: 7.2”x8.5”
Dimensions
Page size: 3.6”x8.5”
Margins
0.35” all around
Margins
0.35” all around
Gutters
0.15” (space between
each column)
imagination at work
0.35”
0.65”
diameter
Direct Response Communications
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0.35”
Gutters
0.15” (space between
each column)
0.35”
0.65”
diameter
0.35”
9.07
Grids: Postcards
5”x7” Postcard, Portrait.
0.15”
0.35”
Landscape
The postcard
size grid is four
columns wide.
The brand
architecture
components, the
Monogram and all
text align to the
left with flexibility
of top or bottom
positioning of the
Monogram.
GE Market
Business
5”x7” Postcard, Landscape.
0.35”
14pt
Portrait
The postcard
size grid is
three columns
wide. The brand
architecture
components, the
Monogram and
all text align to
the left.
0.15”
GE Market
Business
Dimensions
Page size: 5”x7”
Dimensions
Page size: 5”x7”
Margins
0.35” all around
Margins
0.35” all around
Gutters
0.15” (space
between each
column)
Gutters
0.15” (space
between each
column)
0.35”
0.65”
diameter
Direct Response Communications
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0.35”
0.65”
diameter
9.08
Grids: Oversized Envelope
9”x12” Envelope, portrait.
0.2”
0.5”
Sample window location
Portrait
The 9”x12” envelope
grid is four columns
wide. The brand
architecture
components, and
the Monogram
align to the left.
Dimensions
Envelope size:
9”x12”
Margins
0.5” all around
Gutters
0.2” (space between
each column)
imagination at work
0.5”
0.85”
diameter
Direct Response Communications
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9.09
Grids: Traditional Envelope
Envelope (4.125”x9.5”).
0.2”
0.35”
Sample window location
The 4.125”x9.5”
envelope grid is six
columns wide. The
brand architecture
components and
the Monogram align
to the left.
Dimensions
Envelope size:
4.125”x9.5”
imagination at work
Margins
0.35” all around
0.35”
0.65”
diameter
Gutters
0.2” (space between
each column)
Booklet Envelope (6”x9.5”).
0.2”
0.35”
Sample window location
The booklet
envelope grid is six
columns wide. The
brand architecture
components and
the Monogram align
to the left.
Dimensions
Envelope size:
6”x9.5”
Margins
0.35” all around
Gutters
0.2” (space between
each column)
imagination at work
0.35”
0.85”
diameter
Direct Response Communications
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9.10 Grids: Construction for Other Sizes
To construct grids in sizes smaller or larger than US letter or A4,
scale the US letter or A4 grid “up” or “down” to the size that you
require. This page demonstrates how to scale the grid “up” to a
larger size.
Note In step 3, the elements are not scaled any farther. The text
columns extend vertically to meet the fixed outer margin (0.45”),
and the brand architecture components align with the top and
left outer margin.
2. Scale all elements to the larger size, until one
edge meets the new document size, as shown here.
3. Adjust the rest of the grid to fit into new page size.
0.45”
GE Market
Business
GE Market
Business
GE Market
Business
1. Start grid with Monogram, tagline
and brand architecture components.
GE Market
Business
GE Market
Business
imagination at work
imagination at work
Direct Response Communications
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imagination at work
imagination at work
0.45”
9.11
Grids: Bleed, Trim and Live Areas
Bleed
Trim
Live
Direct Response Communications
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