General Standards and Guidelines
Every 3M promotion, program or event communication should leverage 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. See below for more specifics on applying each of these elements for programs, promotions and events.
Themed 3M Montages
Themed 3M montages may include metaphors or other relevant visual cues relevant to the promotion, program or event, and are typically distinct from the 3M montages used in existing advertising, literature and packaging.
Non-traditional Shapes and Sizes
Especially with promotions and events, communication touchpoints may leverage irregular shapes or sizes. There are not templates for every variation. Adapt the design of your theme to each application, then compare it to other applications to see if it generally supports the 3M Brand Identity System.
When evaluating any 3M communication, 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?
Logos and Graphics
Promotion, program and event communications should always follow the 3M logo standards to protect this valuable asset. At a minimum, all communications should include a 3M Red logo on a white background. Theme graphics may not be integrated with the 3M logo, thus creating a new logo. You may create a typographic collage or other graphic word treatment, separate from the themed 3M montage, but it should never be visually connected to, or replace, the 3M logo. Anniversary graphics are short-lived themes and need to appear on many materials as secondary graphics. Avoid creating a graphic that looks like a new logo for the brand or organization. Anniversary graphics may be positioned on communications, but not connected to the 3M montage or 3M logo. Do not use logos, trademarks, or other properties 3M does not own, or have permission to use, in your themed communications.
If you have questions about this policy, contact a member of the 3M Brand Identity and Design department for guidance.
All type and messaging should follow the 3M brand Identity System typography standards.