GE Brand Expression Guidelines Direct Response page 3

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.
Direct Response Communications
Version 2.0
Page 3