The GE Brand GE plays a vital role in our modern world, making extraordinary ideas a natural part of everyday life. The GE brand reflects that role as it represents the flexibility, optimism and can-do attitude of the people who fulfill it. Brand attributes and character GE is: Contemporary Innovative Dynamic Trusted Dependable Approachable Global Our brand is the symbol of our heritage, and of the quality and trust we have delivered for more than 126 years. To our customers, it embodies our commitment to anticipate and meet their changing needs. To our organization, it represents the imagination we use to address those needs in a manner that reflects our values. We created these guidelines to ensure that we always remain true to our brand, and the people, products and services it represents. B2B Print Advertising Version 1.0