Literature

Tier System

Advertising and promotions are powerful tools for leveraging 3M’s Brand Promise and Key Messages, reinforcing 3M’s unique personality among our customers. To strengthen our promises and solidify our personality, consistent use of 3M identity standards across all advertising and promotions is key.

By its nature, advertising seeks to influence and persuade with an emotional appeal. Most of these communications pieces will use the endorsed relationship of the logo.

The tier system provides structure and consistency for all types of literature by defining three different categories, or tiers, based on the function and message of the piece. This section provides design standards for each of the three tiers. Review the descriptions below to determine which best suits your needs, then click on the link to learn more about the standards for that tier.

	Tier One Literature Tier one advertising communicates our leadership position within the markets we serve. It answers the questions, “Who is 3M?" and “Why 3M?” Messaging is broad and solutions-focused, and builds on our image and reputation as a customer-focused, global leader in diversified technology. Taglines should not be used in advertising.
	Tier Two Literature Tier two advertising is more specific than tier one and communicates information about a particular brand, product or service. Messaging is benefit oriented. It answers the question, “What does 3M offer?”
	Tier Three Literature Tier three advertising provides detailed educational or technical information about a particular product or service to help customers make more informed buying decisions. It answers the question, “How do I order, specify or use 3M products?”