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Package Components

Several key components (listed above) are required to appear on every 3M package. Consistent and correct use of these components ensures a good experience for users of 3M products and efficient shipping of the package.

Creating an Information Hierarchy

A well-executed information hierarchy on all 3M packaging helps identify our products, distinguish them from the competition, and build a positive image and reputation for 3M and its brands. The four most important information components on our labels are the branding, product name, features/benefits, and weights and measures.

Components: Information Hierarchy

1. Branding

For 3M brand products, the 3M logo should appear as far to the top and left as possible. Scale the logo as large as possible in keeping with the overall design, while maintaining a control space around the logo of 1/2 “M.”

The secondary trademark, if present, is stacked flush left beneath the logo. The name should be set in Times Bold and scaled to be either equal in size (1 “M”) or twice the size (2 “M”) of the 3M logo. Maintain a clear space between the trademark name and the logo equal to 1/2 “M” in the logo.

For more information on sizing options and examples, see the Brand Options section (listed above).

Strategic brands, when used as the main brand, are the most prominent element. All strategic brands are to be endorsed by the 3M brand. Each strategic brand has its own design guidelines. Contact the appropriate strategic brand manager to obtain the most current guidelines and information. For a list of strategic brand managers, see the Strategic Brand Contacts of this Web site.

Generic Descriptor

The generic descriptor is a critical part of the product name. It is the noun that protects the brand that precedes it. Set the descriptor flush left beneath the brand name at 100, or 50 percent of the 3M logo size.

Product or model numbers are important for selection, but are not part of the product name. They should never appear between the trademark and generic descriptor. Effective design can maintain prominence without upsetting the hierarchy. For more information, see the Product Name packaging component section (listed above).

Features and Benefits

Listing a product’s key benefits on its label helps support the brand promise and can help differentiate the product from others, while reaching out to customers seeking those particular benefits.

Weights and Measures

Important for stocking, inventory and selection. There are international standards that apply for formatting this information. The 3M standards reflect these.

Standards


  • Helvetica Neue Condensed should be the primary typeface for all primary label information such as product name, instructions and benefit statements.
  • Helvetica can be used as a secondary typeface. Do not go below 6-point type.
  • Labels must comply with local or international truth-in-packaging-and-labeling laws, as well as regulations on hazard warnings and other declarations. Review all work with your local legal counsel.