3M Brand Book

The 3M Company a corporation operating in the fields of industry, worker safety, U.S. health care, and consumer goods.

3M Brand Identity Guidelines Expressing a Unified Identity  The 3M Identity System helps us communicate our brand in a consistent and unique manner that differentiates us in the marketplace  This booklet will help you ― Learn how to protect the 3M logo and guidelines on its application in various kinds of communications ― Elements of the 3M Montage System and new enhancements ― Guidelines on 3M logo usage for educating distributors & dealers who will be communicating their relationships with 3M to end customers  The 3M Identity website is a dedicated storehouse of information, examples, tools and tutorials to help you understand our brand identity systems better. Visit www.3m.com/identity for more details.  Please consult the Marketing Excellence team (Gail Sinha & Smitha Gopalkrishnan) for clarification regarding 3M identity guidelines. 2 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines What does this booklet cover?  3M Brand Identity System Overview  3M Logo Checklist  3M Brand Identity Checklist  3M Third Party/ Distributor Logo Relationships Checklist  3M Brand Identity Design Online Resources 3 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Brand Identity System Overview  Communicate globally with one face, one voice  Provide a unique and efficient way to build the strength and value of the 3M brand  Visually express our brand essence: “Harnessing the chain reaction of new ideas”  Help businesses tell the story of how 3M innovation is continuous, collaborative and transformative  Help us emotionally connect with customers by communicating the “who” and the “why” behind 3M innovation 4 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Learn to Protect our Most Valuable Asset: The 3M Logo 3M has one logo and it is recognized as a valuable asset for our Company. The development of logos for internal departments, web sites, trademarks and products dilutes the power of the 3M brand, confuses customers and audiences, increases legal risk, and wastes 3M resources. These logos are not permitted. 5 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Minimum Clear Space  Surround the 3M logo with adequate clear space to ensure maximum prominence and visual impact.  Always maintain a clear space at least equal to half the height of the “M,” referred to as 1/2 “M,” around all sides of the logo.  Position the 3M Red logo on a white background for maximum visual impact.  Apply only one logo per visual surface (cover of brochure, Web page, PowerPoint slide, side of mug, chest of shirt, etc.).  Use a 3M Red logo except in cases of one-color applications (which may only use black) or for non-print applications, such as etching or embossing. Standard Logo Sizes  When placing the logo on surfaces 9x12 inches (full page) or smaller, use one of the logo sizes below. 7 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Incorrect Logo Usage DO NOT link any text to the left, right or top of the logo. DO NOT use more than one logo per visual surface. DO NOT use the logo with, or as part of, another logo or symbol or create a logo-like graphic that competes with the logo. DO NOT add the word “Company” or trademark or registration symbols (TM or ®) to the logo. Check with your legal counsel for exceptions in your region. DO NOT use the logo in headlines or sentences. Use the letters “3M” in the same font as the corresponding text. 8 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Incorrect Logo Usage DO NOT reverse the logo to white, use it in any color other than 3M Red or apply the logo on low-contrast backgrounds. DO NOT enclose the logo in a shape. DO NOT rotate, invert, spin, angle or pivot the logo. DO NOT skew, bevel, fold, dimensionalize, stretch, add a drop shadow or otherwise alter the shape of the logo. DO NOT recreate the logo from type. 9 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Incorrect Logo Usage DO NOT grant permission for other companies to use the 3M logo without approval from 3M Legal. DO NOT use the 3M Innovation Signature. 10 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Logo Target Sizes Endorsed Relationship Target Size Size the logo to approximately 10% of the visual surface (as a minimum). maintaining a minimum clear space of 1/2 "M" on all sides of the logo. 11 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Brand Identity System Overview  The 3M Brand Identity System was developed to allow individual businesses, brands or products to tell their unique stories through imagery and value propositions, while still maintaining a connection to the global 3M brand.  The system is built on three key visual elements to convey the 3M and business brand messages in all communications: (1) a 3M Red logo on a white background (2) Helvetica Neue Condensed typography (3) a 3M montage 13 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Brand Identity Enhancements The 3M Brand Identity System has been recently enhanced with the view to make the branding and communication stronger. There are six key enhancements, including: 1. Larger 3M logo: Increasing the 3M brand presence reveals confidence that we stand behind all we do to enable success for our customers. 2. 3M montage flexibility: More freedom of expression in the composition of 3M montage elements helps us effectively communicate our value propositions in diverse, global markets. 3. Graphics that depict authenticity or collaboration: Examples include handwritten words, formulas, and sketches to infuse authenticity and show how we continuously solve problems by harnessing the power of collaboration; chain reaction graphics visually communicate how one idea leads to another. 4. Dynamic photography: Three specific types of images can be used to express how 3M innovation is continuous, collaborative and transformative: images of people working together, images that convey energy and progress, and microscopic 3M technology patterns. 5. Bolder use of color: Brighter, more vibrant color combinations help to convey our optimism and high energy. 14 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Montage Field The 3M montage is a composition of images, graphics and colors layered together to visually Grid tell our unique story of collaborative innovation, Radius Corner showing how one idea leads to another. The axis lines, radius and square corners add energy and dynamic movement. People Image The distinctive montage message style and arrangement helps tell our story in an engaging, Handwritten or memorable way. Chain Reaction Graphics Shapes The focus is on simplicity and a clear hierarchy of Montage Message information. Product Image Axis Lines Square Corners 3M Technology Patterns 15 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Montage Design Process 1. Develop Value Proposition 2. Create Montage Message From Value Proposition 3. Select Imagery 4. Position Main Image on the Grid 5. Add Supporting Imagery, Shapes and Color 6. Enhance With Additional Patterns and Graphics 7. Finalize Design 16 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 1. Create Montage Message From Your Value Proposition  Distill your value proposition into a succinct, compelling montage message. Fewer words can provide more impact. Example Value Proposition: Example Montage Message: 3M Oil and Gas Division offers a wide range of proven applications that can help reduce maintenance costs and downtime. No matter how tough the challenge, our job is to help keep you up and running. 2. Select Imagery  Select imagery that visually expresses your value proposition and montage message.  Consider selecting one main image and two or more supporting images. Fewer images can provide more focus and impact.  Images like 3M technology patterns, texture patterns, or chain reaction or handwritten graphics help enhance the 3M montage design and reinforce the brand essence. 17 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3. Building the Montage 1. Begin by positioning the main image and message on the grid. 2. Crop the image to create a clear focal point, eliminating (1) Grid unnecessary background elements. Radius Corner (8) 3. Arrange smaller supporting images on the grid to complement the main image and support the overall message. 4. Outlined images can extend above or below the (1) People Image 3M montage field. 5. Add layers of transparent shapes and color to enhance Handwritten or (7) Chain Reaction Graphics imagery and add dimension. (5) Shapes 6. Add 3M technology patterns to reinforce our position as a (1) Montage Message global technology leader. Product Image (3) (9) Axis Lines 7. Add handwritten or chain reaction graphics to bring the (8) Square Corners 3M Technology Patterns (6) design into the moment, infuse authenticity and show collaboration. Handwritten graphics should not be used for montage messages or other copy. 8. Ensure you have at least one Square and One Radius Corner. 9. Add semi-transparent vertical and horizontal Axis Lines. 18 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery People Patterns: 3M Technology Chain Reaction Graphics Products Patterns: Texture Handwritten Graphics Patterns: Light & Energy 19 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery : People People  If used as the hero image, subjects should have some connection to the 3M global brand or business, preferably using or enjoying the benefits of the technology, product or service. People  Show subjects in relevant environments engaging with our products or collaborating with others.  Images can be cropped to be contained within the montage, or outlined, breaking out into the white space.  A library of “people imagery” can be downloaded from Celum-Synergy. 20 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery: Products Products  If the product is the main image, a large, outlined image may overlay the 3M montage field. High-quality Product photography is critical for this approach.  When product images serve more of a supporting role, they are typically smaller and contained within the 3M montage field.  Choose images that clearly demonstrate the product’s direct benefit to the customer. 21 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery : 3M Technology & Texture Patterns: 3M Technology & Texture  Microscopic photos of our technologies can be activated with color and used as a supporting pattern to create curiosity.  Images with interesting lines, shapes or angles can be used to create dynamic 3M Technology texture patterns when 3M technology Pattern patterns are not relevant. Texture Pattern  Texture patterns can be abstract or subtly convey features or benefits of the product or service being promoted. 22 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery : Light & Energy Patterns: Light & Energy  The idea of “chain reaction” can be conveyed using photography. Photographs with bursts of color and light create movement and interest.  These images reflect our energy and abstractly communicate the “spark of a new idea.” Light & Energy Patterns 23 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Imagery : Handwritten & Chain Reaction Graphics Handwritten Graphics  Handwritten words, formulas and sketches infuse authenticity, making the viewer feel like they have an “inside look” at our culture of collaboration to Handwritten see how we come up with solutions. Graphic  They are intentionally cropped tightly to be recognizable, but not perfectly readable, to create curiosity, but not distract viewers from the intended message.  Handwritten graphics should only be used to augment, never replace, other imagery and messaging in a 3M montage.  Ideally, these are scans of actual handwritten graphics from your business, not handwritten fonts. Chain Reaction Graphics  Graphics that convey the chain reaction of new ideas are Chain Reaction another way of communicating how at 3M, one idea leads Graphic to another.  They should serve as a background design element, rather than competing with the 3M montage design. 24 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Montage Message Guidelines  Montage message type is a design element.  Messages should consist of short, concise phrases, often with two parts or ideas.  The words should be staggered to the left or right.  Fewer words in larger type are more impactful.  Use a mix of type sizes to emphasize key words.  Helvetica Neue 47 Light Condensed is the preferred font for montage messages. Montage  In most cases, montage messages are positioned at the Message top or bottom edge, touching the 3M montage field. The type “inside” the 3M montage field is reversed out in white, and the type “outside” is black.  In some cases, all of the type may be contained “inside” the montage, provided there is enough contrast between the color of the type and the background, to ensure legibility. 25 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Montage Messages Guidelines / Recommendations Size and Placement Positioning Lines of Type Arrangement  Type is integrated into the design  Lines of type are vertically staggered to create movement.  Arrange the shapes and type to accommodate  Entire message is large and easy to read Avoid stacking more than three lines of type. descenders (the part of a “g” or “y” that drops  Key words are larger for emphasis below the baseline).  A shape is added to contain the descender within the 3M montage field 26 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Square and Radius Corners Axis Lines  Every 3M montage design must have at least one square and one  Vertical and horizontal axis lines create precision, structure radius (curved) corner. and movement in the 3M montage.  Square and radius corners can be on the top, bottom or inside of the  Thin (0.5pt) white rules with 50 percent opacity allow background and 3M montage field. image colors to come through. Square  Do not use 100 percent solid white or colored lines. Corner  Align on grid and the edges of images or shapes. Radius Corner Axis Lines Radius Corner 27 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Literature: Level System Level 1 Literature Level 2 Literature Level 3 Literature  Level one literature communicates our Tier two literature is more specific than Level three literature provides detailed leadership position within the markets we level one and particular brand, product or educational or technical information about serve. It answers the questions, “Who is service. Messaging is benefit oriented. It a particular product or service to help 3M?" and “Why 3M?” answers the question, “What does 3M customers make more informed buying  Messaging is broad and solutions-focused, offer?” decisions. It answers the question, “How and builds on our image and reputation as a do I order, specify or use 3M customer-focused, innovation powerhouse. products?”  Taglines should not be used in advertising. 29 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Address System  The address system is generally placed on the last page of multiple page communications.  The 3M Red logo and address block are bottom-aligned and flush-left.  When using a one-line division or business name, do not precede it with “3M” since the logo identifies it as belonging to 3M. When using both division and business name, place the business name on the second line, preceded by “3M.”  Address information is consistent with the "Workforce Directory" style. Do not use PO Box numbers.  The recycle, country of origin, copyright and inventory information block is bottom-aligned, flush-left on the vertical grid line to the right of the longest line of text in the address block.  Since most communications are distributed electronically, always include the "Please Recycle" statement in place of recycled content statements or symbols.  Indicate the country of origin on all printed materials.  Refer to the Trademark Protection section for complete copyright and trademark usage information.  Include a 3M inventory number (also called SKU or advertising code) on all printed and electronic communications. 30 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Presentations  Keeping 3M current with today's technology, 3M laptops, PCs and conference room projection displays have been migrating to a 16:9 wide screen format, from the previous 4:3 format.  All new PowerPoint presentations must be created in the 16:9 format. 31 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Online & Mobile Applications  3M montage imagery is integrated into the Page Site Navigation (PSN) and the horizontal banner anchored at the top of the Web page.  Position the logo in the upper left corner for websites & email 32 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Branded or Endorsed Merchandise  Always use a 3M Red logo.  Only one 3M logo can appear per visual surface.  Position the logo over a white background for maximum prominence. Other background colors with good contrast, such as black or neutral colors, may also be used.  Position the logo prominently with at least 1/2 "M" clear space on all sides.  Set the text in Helvetica Neue 57 Regular Condensed, in either black or white.  Use upper and lower case — do not use all caps.  Stack the text flush-left (if it requires more than one line), sized equal to 1/4 to 1/2 "M" for most applications  On very small items, such as pens, size text equal to 1 “M” for maximum readability.  Use the 3M logo as an endorsement when promoting a specific strategic brand, division, operating unit, plant or business name, 33 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Signage  3M Logo is placed on the left side of the signage with ½ M spacing all around.  3M India Limited needs to be in type using Helvetica Neue 57 Regular Condensed.  In translated text, 3M is retained in English. 34 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines General Guidelines  This guide provides specific standards for the correct and consistent promotion of 3M products and services by third parties for a variety of applications. When used properly, these standards can protect and enhance the equity of both brands/companies.  Respect the Integrity of the 3M Logo  Seek permission from the 3M operating unit before using the logo, and handle it with care. Artwork for the 3M logo is available at www.3m.com/identity. Always use the 3M logo in 3M Red. The only exception is black for 1 color printing.  Make sure the 3M logo doesn’t dominate the third party logo. Third party logo must be displayed more prominently than the 3M logo.  Never reverse the 3M logo out of a colored field.  It must be clear that a website is owned by the Third Party - not 3M. 36 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Explain the Affiliation with 3M  Indicate third party relationship to 3M when the 3M logo is being used. The text that describes this relationship should appear in close proximity to the 3M logo. Retailers are exempt from this requirement. Set the descriptive text in Times Roman non-bold, uppercase and lowercase.  The following are some of the descriptive phrases that can be used. The final selection is determined by the legal arrangements the third party has with 3M: ― Approved Converter ― Authorized Applicator ― Authorized Distributor ― Authorized Dealer 37 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Explain the Affiliation with 3M  However, do not use a 3M business unit designator such as division, department or project.  When the logo appears in 3M Red, the product name should be black or dark gray.  Indicate the 3M products or services that the third party represents. 38 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Logo Applications Signage  These examples reflect the application of the basic guidelines:  Respect the integrity of the 3M logo  3M logo must be smaller than the third party company logo  Explain third party affiliation to 3M 39 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Distributor / Dealer Stationery  When the 3M logo is used on another company’s stationery or business cards, that company’s name and logo must receive primary emphasis, with the 3M logo playing a secondary role.  The 3M logo must always be paired with descriptive text that explains how the two companies are related, such as Authorized Distributor or Authorized Distributor/ Applicator.  Other descriptive text may include the types of 3M products that the company represents, such as Scotch™ Tapes.  3M logo should not be used to imply that the distributor/ dealer sells all 3M products.  Use of the 3M logo on another company’s letterhead must not imply that the company is part of 3M or vice versa. 40 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Advertising Branded Trade Show &  Third parties are encouraged to use the 3M Montage Merchandise Exhibitions design style for designing advertising messages that  Clearly communicate third party relationship with 3M. feature 3M products. Refer to the montage tutorial at  Make sure the 3M logo doesn’t dominate the third party logo. www.3m.com/identity.  Explain your affiliation with 3M. 41 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines Protect 3M Trademarks  Using 3M trademarks correctly protects their value. Correct footnote example for multiple trademarks:  Every time a 3M product is mentioned in third party communications, use its full and accurate legal trademarked name. In addition, a footnote statement of ownership is required.  Correct example for each use: We offer high quality consumer brands namely Scotch-Brite™, Nexcare™ and Command™ in our store. 42 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Brand Identity Standards Website  The 3M Brand Identity Standards Website provides comprehensive 3M Image Library guidelines, tools and resources to help users understand and implement  Library of 3M-owned imagery available for all 3M the 3M Brand Identity System across a range of applications. businesses globally to use free of charge and with no  Access the site at www.3M.com/identity. limitations.  Go to the Celum-Synergy Website > Asset Location > Brand_Identity_Catalog > Image Library > People > Product > Pattern > Place 44 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines ™ 3M Visual Attention Service (VAS)  When developing advertising or promotional materials, consider using 3M VAS to evaluate your layout.  3M VAS uses proven scientific analysis to show which elements will grab immediate attention, and offers actionable results to optimize the design for maximum impact. 45 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.

3M Brand Identity Guidelines 3M Brand Communication Materials  3M employees and approved suppliers can access a variety of resources to understand the 3M Brand. These are available on the Brand Reinvigoration site on 3M Source.  For more information on any of these materials, please contact the Marketing Excellence team ( Gail Sinha & Smitha Gopalkrishnan)  3M Brand Book The Brand Book helps us to better understand what makes 3M unique and learn how to tell our story better.  3M Brand Activation Guide This guide helps you bring the brand to life with example marketing platforms that can be customizable to your business and customers.  3M Brand Key Messages These key messages are intended to serve as a directional guide for how we communicate about the company on a global basis. 46 3M Confidential. 30 Oc©to be3Mr 2013. All Rights Reserved.