Skip to Primary Navigation Skip to Site Navigation Skip to Main Content All 3M.com Site Map

3M Brand Identity

Identity Strategy & Policies
Identity Elements
Applications
Brand Licensing & Alliances
Resources
Contact Information
 

Three-Level Literature System

Level Two Literature


Level two literature communicates more specifically about our brands, products and solutions, answering the question, “What does 3M offer?” It highlights features and benefits and describes how a product can provide a competitive advantage or meet a specific need. The primary imagery should be product-focused. Additional images can convey product benefits and enticing images of the technology that drives the 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.

When evaluating any 3M brand communication design, ask yourself:

  • Do I immediately recognize 3M?
  • 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.
  • Does it tell a story of how one idea leads to another?

Literature: Level Two - Front Page

Download Templates

Standards


  • The 3M business name is set in black Helvetica Neue 67 Medium Condensed 18/16.
  • The product name or collateral identifier is set in black Helvetica Neue 57 Regular Condensed 15/16.
  • The primary image features products, with supporting people and pattern images.
  • Key messages or benefit statements are used for montage messaging type. Refer to the 3M montage section to learn how to position montage messaging type.
  • The cover copy block is set in black Helvetica Neue 57 Regular Condensed 11/20.
  • A 13mm 3M Red logo is positioned in the lower right corner with a margin equal to 1"M" below and to the right of the logo.
  • 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.
  • Refer to the 3M address system page for back page standards.

 


Level Two - Back Page


Literature: Level Two - Back Page

Download Templates

Standards

  • The headlines are set in Helvetica Neue 67 Medium Condensed 24/24.
  • The subheads are set in Helvetica Neue 67 Medium Condensed 16/16.
  • Body copy is set in Helvetica Neue 47 Light Condensed 10/16.
  • Bold chart text is set in Helvetica Neue 77 Bold Condensed 9/11.
  • Regular chart text is set in Helvetica Neue 57 Regular Condensed 9/11.
  • Text for captions is set in Helvetica Neue 57 Regular Condensed 9/10.
  • Refer to the 3M montage section to learn more about typographic collages.
  • Imagery is primarily product-focused, but may also include people and patterns.
  • Refer to the 3M address system page for back page standards.

Level Two - Inside Spread

Literature: Level Two - Auto Darkening Tech

Literature: Level Two - Auto Darkening Tech

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 47 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.
  • Refer to the 3M address system page for back page standards.