| Advertising
Television & Radio
Television standards apply to network, cable, satellite and video advertising. Follow the standards to create high quality commercials that support 3M’s reputation for innovation.
Television Ad 3M Logo Signoff
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Standards
- Mention the 3M name throughout the ad.
- Use upper case and lower case Helvetica Neue 57 Regular Condensed for all type.
- Sign off every commercial with the 3M logo and a voiceover saying, “Another 3M Innovation” or “Another Ingenious Solution from 3M.” The 3M logo should appear on the screen for the length of time it takes to say the voiceover.
- A horizontally and vertically centered 3M Red logo should be one-third the width of the screen, on a white background for maximum readability.
- Visit the 3M logo page for guidelines on applying the logo.
- Standards will be developed for animating the logo and 3M montages.
- See Trademark Protection guidelines for additional information on correct trademark usage.
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Radio Ads
Radio commercials and other audio ads offer opportunities to promote our company, products and brands. Always adhere to these standards when mentioning 3M trademarks in a voiceover:
Do not precede a “secondary trademark” with “3M”
Instead, link the trademark to 3M in another way, such as adding “from 3M” at the end.
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Correct example
“Steri-Strip brand Skin Closures from 3M were the first tape wound closures on the market.”
Incorrect example
“3M Steri-Strip brand Skin Closures were the first tape wound closures on the market.”
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Substitute the word “brand” for the ™ and ® symbols
Add the word “brand” (or the equivalent in another language) after the trademark the first time it is spoken. This is a verbal substitute for the ™ or ® symbol. Later, drop “brand” and shorten the generic descriptor, if possible.
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First-use example
“Filtrete brand Filters from 3M capture dust, pollen and mold spores.”
Later-use example
“Filtrete filters also are effective in room air conditioners.”
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Insert the word “brand” between two trademarks
If two trademarks must be mentioned together, insert the word “brand” (or another language equivalent) between them each time you use them. In some languages, the word for “brand” precedes the trademark.
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Correct example
“Scotch-Brite brand Never Rust Wool Soap Pads from 3M outclean steel wool pads.”
Incorrect example
“Scotch-Brite Never Rust brand Wool Soap Pads outclean steel wool pads.”
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Sign off every ad with a voiceover saying, “Another 3M Innovation,” or “Another Ingenious Solution from 3M.” |
