9.06 Example Designs: Review When creating advertising that shows the transition from the current look and feel to the new brand expression: Always use the GE Inspira font family. Choose colors only from the advertising color palette provided in these guidelines. Use images that can be cut-out when possible. Follow the guidelines for use of scale and the relationship between typography and imagery. Remember that our new brand expression reinforces our tone of voice: optimistic, precise, simple, witty and clever. B2B Print Advertising Version 1.0