Introduction to B2B Print Advertising The guidelines in this section will help you to implement the new GE brand expression system in print advertising. They explain the brand essentials of the system, demonstrate their correct use, and provide examples of typical applications for print, billboard, third-party, tombstone and direct response advertising. The brand essentials in advertising are the brand architecture, Monogram, tagline, color palette, typography, imagery style, tone of voice and grid system. They are the keys to creating the brand expression and, when used appropriately and creatively in advertising, will help convey a revitalized image for GE. For information and guidance on proper use of these guidelines, contact your Brand or Marketing Communications Manager, the brand team at [email protected] or visit the new URL for the GE brand expression program, which is www.ge.com/brand B2B Print Advertising Version 1.0