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.