1.05 Brand Architecture: Review Our brand architecture organizes our businesses in a way that defines our key offerings, communicates the breadth Brand Architecture Rules and depth of GE to our primary audiences, and clarifies how these offerings meet their respective needs. The most important brand is GE. When creating new Solution Platform and Element names, limit the number and keep the names short and descriptive. When creating new names, ask individuals outside your own business if they understand the new name and the The only acronym in the brand offer it defines. Note Of our 11 businesses, only ten may use the GE brand. architecture is “GE.” 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.) Always spell names in full. 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 The Monogram and brand and all of the products and services that GE offers the world today. architecture components always appear in the same color. Do not use any other brand architecture component, sub- business, organization, brand or product name with the GE brand. B2B Print Advertising Version 1.0