5.05 Typography: General Use Most advertising applications will be tailored to a specific publication, size and campaign. These are a few general guidelines that will apply to all situations. Brand architecture components The correct size of the brand architecture components and [Section 1.03] the tagline lock-up will be determined by the size of the advertisement in a particular publication. Ensure that the point size of the brand architecture components and tagline text is the same when scaled. Refer to Section 13.0, Grids, for specific publication sizes and guidance on grid construction and adjustment. Headlines Headlines should always be prominent and set in the largest type size on the page. Headlines are always set in GE Inspira Regular. Do not use GE Inspira Bold for headlines. Body Copy Headline Body copy is always set in GE Inspira Regular. On US Letter [5.06-09] and A4 size documents, 10pt is considered a standard size. Suggested leading sizes: Type size Leading size 9pt and below +2pt – Use black only 9pt-24pt +3pt – Can use color from this point size Over 24pt Use appropriate leading URL The URL address is always set in the same font and point size as the body copy. Refer to page 5.11 for more detail. Body copy [5.06] URL [5.11] Monogram and tagline lock-up [2.0 & 3.0] B2B Print Advertising Version 1.0