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3M Brand Identity

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


These examples show identification of a third party relationship in 3M advertising via a Third-Party Zone. A special zone is created to contain elements beyond the third party logo. This zone can include color, a tag line, illustrations, photographs and contact information specific to the third party.

The zone always will be a strip along the bottom of the ad. On a full-page, letter size ad, the strip is 1 inch tall by the full 8 /12 inches wide, so a ratio of 10 to 1 is established between 3M “real estate” and that of the third party. Other ad formats may use different proportions. The goal is to make the 3M identity most prominent and make clear that the ad is from 3M, and not the third party.

As with all communications mentioning a third party:

  • Follow general 3M identity standards for the ad that you are creating.
  • Clarify the relationship between 3M and the affiliated company based on the precise legal arrangements in place.
Third-Party Communications Leveraging 3M