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Three-Level Literature System

Level One Literature


Level one literature communicates our leadership position within the markets we serve. It answers the questions, "Why 3M?" and “Who is 3M?” (as it pertains to a business, a market, a brand, or a product line). It supports our image and reputation with broad, emotive, and persuasive messaging. The 3M montage imagery should be people focused. It should tell the story of how at 3M, one idea leads to another. Supporting product and pattern images help to convey product benefits and the science behind the technology that drives our products.

Visit the imagery, 3M montage, and typography pages for further information. Adobe® InDesign® templates, including style sheets, grids, and correct positioning for logo, text, montage, and address system are available in the Download Library.

Visit the imagery, 3M montage, and typography pages for further information. Adobe® InDesign® templates, including style sheets, grids, and correct positioning for logo, text, montage, and address system are available in the Download Library.

When evaluating any 3M brand communication design, 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; and 3) a 3M montage.
  3. Does it tell a story of how one idea leads to another?

When developing literature, consider using 3M™ Visual Attention Service (VAS) to evaluate your layout. VAS uses proven scientific analysis to show which elements will grab immediate attention and offers actionable results to optimize the design for maximum impact.

Level One - Front Page


Literature: Level One - Front Page Image 1

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Standards


  • The 3M business name is set in black Helvetica Neue 67 Medium Condensed 18/16.
  • The product line or collateral identifier is set in black Helvetica Neue 57 Regular Condensed 15/16.
  • The primary image features people, with supporting product and pattern images.
  • Key messages or benefit statements are used for montage messaging type. Refer to the 3M montage page to learn how to position montage messaging type.
  • A 40pt 3M Red logo is positioned in the lower right corner with a 1/2 inch margin.
  • The 3M clear zone is a control space above and to the left of the 3M logo. Do not place any type or images (except the 3M montage field, which spans the entire width of the page) within the 3M clear zone.
  • Refer to the 3M address system page for back page standards.

Level One - Inside Spread


Literature: Level One - Inside Spread Image 2

Literature: Layer One - Inside Spread Image 3

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Standards


  • Level one and two literature standards are the same for inside spreads for communications longer than two pages.
  • The headlines are set in Helvetica Neue 67 Medium Condensed 24/24.
  • The subheads are set in Helvetica Neue 67 Medium Condensed 16/16.
  • The body copy is set in Helvetica Neue 67 Light Condensed 10/16.
  • Refer to the 3M montage section to learn more about typographic collages.
  • 3M montage design elements are used to extend the 3M Brand Identity System beyond the cover with imagery that enhances the content of the communication.