5.01 Typography: Introduction Typography plays an important role in our new brand expression, particularly in advertising. 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 four different styles, or weights, which provide visual distinction and differentiation in emphasis for text and headlines. GE Inspira is precise and modern, reflecting 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 effect. Refer to pages 5.06 to 5.09 for guidance on scaled typography. B2B Print Advertising Version 1.0