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.