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Advertising

Print & Direct Mail


The 3M Brand Identity System is designed to enable us to reinforce our brand and effectively tell our stories to targeted audiences. Because advertising and direct mail communications need to stand out from the clutter, there are a variety of options for sizing and positioning of the 3M montage and headlines to help you achieve your communication objectives. Adobe® InDesign® templates, including style sheets, grids, and logo placement are available in the Download Library to help you get started.

There are three layout options available, based on your communication objectives. When deciding which layout type to use, determine what your objectives are. Consider what you want viewers to see first. Your headline or message? A scene or environment? A product? Answers to these questions will help guide your decision.

Option 1: 3M Montage: Horizontal This layout is the right choice for the majority of ads or direct mail communications. It offers a lot of flexibility for imagery and messaging.

Option 2: 3M Montage: Top or Side Bleed When an ad or direct mail features an environment or scene that helps to tell the story, this is a excellent option.

Option 3: 3M Montage: Product as Hero When your strategy requires the product to be the focal point, this option offers the opportunity to position the product on top of, and breaking out of, the montage field. High-quality product photography is an essential ingredient in making this layout option successful.­­­ 

General Standards for Print Advertising

  • See below for specifics about each of the 3M montage design options.
  • A 3M Red logo is positioned in the lower right corner on a white background, with adequate clear space of at least 1/2 “M” on all sides.
  • The 3M clear zone is a control space above and to the left of the 3M logo. Avoid placing type or images within the 3M clear zone. Exception: if you need to include a footnote or other reference at the bottom of the page, it must be placed on the left half of the page or surface, preserving the right half as clear space for the 3M logo.
  • The subhead and ad copy block are positioned below the 3M montage.
  • Right-hand page placement is recommended for print advertising to help increase visibility.
  • Download the templates in the Download Library to help you get started.
  • The subhead and ad copy block are positioned below the 3M montage.

General Standards for Direct Mail

  • For self-mailers, the return address is positioned in the upper left corner of the address panel aligned with the top of the postal permit indicia. Follow the 3M address system standards for all other pieces.
  • Incorporate a 3M montage on the cover and use montage elements and typographic collages throughout.
  • Always include a clear call to action to increase tracking of campaign effectiveness.
  • Business reply and other postal regulations vary from country to country. Ask your ad agency about compliance within each market.

When evaluating any 3M brand communication, ask yourself:

  1. Do I immediately recognize 3M?
  2. Does it include the three key visual elements of the 3M Brand Identity System? 1) a 3M Red logo on a white background; 2) Helvetica Neue Condensed typography; 3) a 3M montage.
  3. Does it tell a story of how one idea leads to another?

3M Montage: Horizontal

Montage

Standards for Horizontal 3M Montage Designs

  • Review general print advertising and direct mail standards, shown above.
  • All imagery and montage messaging type is mostly contained within the 3M montage field, as shown above.­­­­
  • The headline is either anchored to the top or bottom edge of the montage.
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3M Montage: Top and Side Bleed
When the image is part of an environment that helps tell the story of a product or service, or when a strong field of color is needed for impact, use the layout option that bleeds off the top and sides.

Montage

Standards for Top and Side Bleed 3M Montage Designs

  • Review general print advertising and direct mail standards, shown above.
  • The 3M montage can bleed off three sides with the headline anchored to the bottom edge of the 3M montage or contained within it, if there is enough contrast between the type and the background image and colors to ensure legibility.

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3M Montage: Product as Hero

Montage

Review general print advertising and direct mail standards, shown above.

  • The headline is either anchored to the top or bottom edge of the montage. The product image can break out of the 3M montage field, increasing its prominence.

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