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Package Design


The design of our packaging visually represents our dedication to innovation in the marketplace, in business-to-consumer and business-to-business environments. The consistent use of 3M trade dress on packaging reinforces our brand presence. The 3M montage design elements take on a very functional role in packaging.

Package Design Elements


Package Design


Package Design

Standards


  • The primary panel of a package includes a white background above and below the montage/product information zone. The area above is called the branding zone and the area below is called the logistical zone.
  • Four-color process printing is recommended whenever possible.
  • Bright white is recommended for all packaging substrates to provide maximum visual impact of the 3M logo and montage elements.

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Branding Zone


  • The branding zone may include the logo, product or trademark name, generic descriptor and product or model number.
  • Refer to the packaging logo sizing options to determine the appropriate size relationship between the logo and the product or trademark name.
  • The 3M Red logo is positioned in the upper left corner with 1/2 “M” clear space on all sides.
  • The product or trademark name is positioned flush-left 1/2 “M” below the logo. The cap-height is 1 “M” set in black Helvetica Neue 57 Condensed. The product or trademark name may use two lines, if necessary, to accommodate a vertical space. Trademark symbols are set in Helvetica Neue 47 Light Condensed at 20% superscript.
  • The generic descriptor (if applicable) is positioned flush-left 1/2 “M” below the Trademark name. The cap-height is 1/2 “M” set in black Helvetica Neue 57 Condensed.
  • If included in the branding zone, the product or model number is positioned flush-left under the product name or generic descriptor. The cap-height is 1/2 “M,” set in black Helvetica Neue 57 Condensed.

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Montage/Product Information Zone


  • The top edge of the montage/product information zone is always straight across on packaging. The bottom edge includes a jagged edge or radius corner.
  • Refer to the 3M montage page for guidelines on building a montage.
  • Include photography that conveys the customer benefit of using the product.
  • The features and benefits are positioned flush-left set in white Helvetica Neue 57 Condensed.
  • If four-color process printing is not possible, print the logo in 3M Red plus one or two other colors (preferrably one being black). You may use tints of the colors within the montage/product information zone for added visual appeal.
  • If color coding is required, maintain the consistency and integrity of the package design by constraining the colors within the montage/product information zone.

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Logistical Zone


  • The logistical zone may include product or model number, weights and measures, warnings, and other legally required information.
  • If included in the logistical zone, the product or model number is positioned flush-left under the montage/product information zone. The cap-height is 1 “M,” set in black Helvetica Neue 57 Condensed.
  • The weights and measures, warnings and other legal information are positioned near the bottom of the logistical zone, set in Helvetica Neue 57 Condensed. Warnings may use all caps.
  • Follow truth-in-labeling laws and regulations for the country or region in which the products will be sold.

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