3.06 Tagline: Improper Use We encourage you to become familiar with the correct use of the Monogram and tagline lock-up. Please note imagination at work that the new GE brand expression does not permit use imagination at work of the previous versions of the Monogram and tagline. imagination at work The “imagination at work” campaign replaces all previous campaigns, such as “We bring good things to life.” 1. 2. 3. 1. Don’t use the former 3-D Monogram. It is reserved for Corporate television advertising only. 2. Don’t use the tagline with the reverse Monogram. imagination 3. Don’t position the tagline above the Monogram. at work Imagination At Work i@w 4. Don’t break up the tagline into two or three lines. 5. Don’t use initial caps on the tagline. 6. Don’t abbreviate the tagline. 4. 5. 6. 7. Don’t change the scale relationship between the Monogram and tagline. It is fixed. 8. Don’t use any other font but GE Inspira Regular. 9. Don’t position the tagline to the left of the Monogram. imagination at work imagination at work 10. Don’t align the tagline with the top of the Monogram. 11. Don’t stretch or skew the tagline. 12. Don’t split the tagline with the Monogram. 7. 8. 9. 13. Don’t position the tagline underneath the Monogram as more than one line. 14. Don’t use previous campaign taglines, e.g., “We bring imagination at work good things to life.” imagination at work 15. Don’t use the tagline without the Monogram. 10. 11. 12. We bring good things to life. imagination at work imagination at work 13. 14. 15. B2B Print Advertising Version 1.0