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Three-Level Literature System


Every brochure, sell sheet and catalog you design holds the opportunity to show how our culture of collaborative innovation generates a constant flow of transformational products, solutions and insights that yield tangible points of difference for our customers.

The Three-Level Literature System uses three different categories, or levels, defined by the function and message of the piece. This section provides design standards for each of the three levels. Review the descriptions below to determine which best suits your needs, then click on the link to learn more about the standards for that level.

Literature: Level System Image 1

Level One Literature

Level one literature 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, innovation powerhouse.

Taglines should not be used in advertising.

Literature: Level System Image 2

Level Two Literature

Tier two literature is more specific than level one and particular brand, product or service. Messaging is benefit oriented. It answers the question, “What does 3M offer?”

Literature: Level System Image 3

Level Three Literature

Level three literature 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?”