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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 diff erent
styles and weights, which provide visual distinction
and diff erentiation 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, refl ecting 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 eff ect. 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
Mr. B. Sample
123 Any Street
Anytown, NY
12345
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