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3MBrandIdentitySystem©3M2023.AllRightsReserved.Contents3MBrandIdentitySystemOverviewBenefitsofthe3MBrandIdentitySystemPre-DesignInputs3MMontageDesignOverview3MMontageDesignElementsExtendingtheMontageExamplesGalleryChecklistforSuccessResourcesandContactsMontagedesignexamplesareforvisualizationpurposesonly.3MBrandIdentitySystemOverviewCorporateFocusConsistentplacementofthe3MRedlogoonawhitebackgroundandspecifictypographyarethecoreelementsdefiningthe3Mbrand.BusinessFocusThemontagefieldallowsindividualbusinesses,brandsorproductstodifferentiatebyexpressingtheirkeymessagesanduniquevaluepropositions,whilestillmaintainingaconnectiontothe3Mbrand.WhiteBackgroundInmostcases,thewhitebackgroundisshownaboveandbelowthemontagefield.TypographyHelveticaNeueCondensed

istheprimaryfont.3MLogoThelogoisalways3MRed

andplacedinaspecificlocationbasedontheapplication.MontageField:Relevantimagesofpeople,productsandpatternsOverlappingtranslucentshapesRadiuscornerAxislinesMontagemessagingMontagedesignexamplesareforvisualizationpurposesonly.Benefitsofthe3MBrandIdentitySystemCompany-wideconsistencyandalignmentGlobalrecognitionBuildsbusinessfasterandmoreefficientlyFlexibilityResourcesspentonmessaging,appropriateimageryandextendedmarketingtacticsMontagedesignexamplesareforvisualizationpurposesonly.Pre-DesignInputsDevelopvaluepropositionsforyour

business,brand,productorserviceDistillthemintorelevantkeymessagesSelectimagerythatbestportraysyour

business,brand,productorserviceDIDYOUKNOW…FOR3MEMPLOYEES:Beforedevelopingcommunications,besure

toreviewthe“ExpressingYourValueProposition”toolandcompletea

CreativeBrief,toensureyouhaveclearlydefinedtheobjectivesofthepiece.?Montagedesignexamplesareforvisualizationpurposesonly.3MMontageDesignOverviewCriteriafor3MMontagedesigns:OnemainpointofvisualfocusImageryisrelevantandsupportsthemessageSingleharmonious

colorschemeOverlappingshapesbreakoutofthehorizontalplaneSpecificplacementoftypography

Two-partmessageisconciseandmemorable

Solutionscreateavisualnarrativethatsupports

the3MBrandPromiseThe3MMontageisanengagingcompositionofimagery,color,overlappingshapesandmessaging.Together,theseelementsformavisualnarrativethatexpressesourmulti-facetedcultureofdiversifiedtechnologyandproductstoourcustomers.Montagedesignexamplesareforvisualizationpurposesonly.Shapes3MMontageDesignElementsPatternImageryRadiusCornerColorProductImageryPeopleImageryMontageMessagingGridAxisLinesMontagedesignexamplesareforvisualizationpurposesonly.GridAll3MMontagedesignsarebuiltusingagrid.Thegridenablesthecompositionofthe3MMontageto

maintaintheappropriateproportionandstructure.Thisexampleshowsagridforan8.5”x11”literaturecover.Themontagefieldareaisopticallycenteredjustabovethecenterofthepagewithsomewhatlesswhitespaceaboveandabitmorewhitespacebelow.Electronicdesigntemplatesareavailableonthe3MBrandIdentityWebsite.DIDYOUKNOW…Throughoutthistutorial,montagesappliedtoliteraturecoversareshownfordemonstrationpurposesonly.Thesamebasicprinciplesapplywhenextendingthemontage,whitebackgroundand3MRedlogotootherapplications.?8.5”x11”LiteratureGridMontagedesignexamplesareforvisualizationpurposesonly.GridAll3MMontagedesignsarebuiltusingagrid.VerticalAdCD-ROMTier1or2LiteratureCoverPresentationTitleSlideWebBannerBillboardMontagedesignexamplesareforvisualizationpurposesonly.ShapesImagesandcoloredshapesbreakintoandoutofthehorizontalplaneinunexpectedwaystocreateinterestingcompositions.Shapesarealignedwiththegridforconsistentproportion.Everymontagecanhaveitsownuniqueshape.Montagedesignexamplesareforvisualizationpurposesonly.ShapesLarge,Medium,SmallArrangelarge,mediumandsmallshapestocreate

anasymmetricalcompositionthatemphasizes

onemainimageorpointoffocus.Montagedesignexamplesareforvisualizationpurposesonly.ShapesShapesoverlapandengagewithoneanotherusingvaryinglevelsoftransparencytocreatedimension.OverlappingShapesDifferentLevelsofTransparencyMontagedesignexamplesareforvisualizationpurposesonly.ShapesTheseexamplesillustrateineffectiveandeffectiveshapearrangements.EffectiveVarietyofsizesUnevenedgesacross

topandbottomTransparentshapes

overlapeachotherIneffectiveAllsimilarsizesStraightedgeacross

toporbottomNotransparencyoroverlappingMontagedesignexamplesareforvisualizationpurposesonly.RadiusCornerOneedgehasaradius(curved)corner.Radiuscornercanbeontoporbottomofthemontage.For8.5”x11”literature,usethetemplatesasaguidefortheappropriateradiussize. NOTE:AradiuscornerscriptforAdobe®InDesign®isavailableatA.RadiusCornerDIDYOUKNOW…Thecurveoftheradiuscorner,incombinationwiththe90degreecorner,

isderivedfromtheshapeofthe3Mlogo.?Montagedesignexamplesareforvisualizationpurposesonly.RadiusCornerTheseexamplesillustrateineffectiveandeffectiveradiuscorners.EffectiveCorrectradiusamountOneontoporbottomIneffectiveRadiusistoolargeMorethanoneMontagedesignexamplesareforvisualizationpurposesonly.Imagery3MMontagedesignsshouldincludeacombinationof:PeopleimagesProductorproduct-in-useimagesPatternimagesDIDYOUKNOW…Whentheimageryandmontagemessagingworktogether,

the3MMontagedesigncreatesavisualnarrativeconnecting

ourbusinesswithourcustomers.?PeoplePatternProductMontagedesignexamplesareforvisualizationpurposesonly.CroptightlywithunexpectedanglesDemonstratediversityandrelevanceShowend-userbenefitderivedfrom

usingtheproductsPeopleImageryPatterns

Includeclose-rangeormicroscopicphotographsCreateinterestthroughtheir

abstractqualitiesHaverelevancetoproductorbusinessUseselectivefocusandtightcroppingPhotographoncoloredbackgroundsMaketheordinaryextraordinaryProductsMontagedesignexamplesareforvisualizationpurposesonly.ImageryPeoplePeoplemaybethemainpointoffocuswhen

thecommunicationissolutions-focused

(e.g.,Tier1literatureoradvertisement).Eyecontactcanhelppulltheviewerintothecomposition.Useclosecroppingandinterestingangles.Useoriginalor3M-ownedphotographywheneverpossible.PeopleMontagedesignexamplesareforvisualizationpurposesonly.ImageryPeopleCropintightlysothepersonisoff-centerforaddedinterest.IneffectiveCroppingEliminatingexcessbackgroundelementsthroughtightercroppingeffectivelynarrowsthepointoffocus.EffectiveCroppingIneffectiveCroppingEffectiveCroppingMontagedesignexamplesareforvisualizationpurposesonly.ImageryProductsProductsmaybethemainpointoffocuswhenthecommunicationisspecificallyproduct-focused

(e.g.,Tier2orTier3literatureorpackaging).Productimagescontainedwithinthemontagefield

mustbelargeenoughtobevisuallyprominent.Useadropshadowwithoutlinedproductimages

breakingoutofthemontagefieldforaddeddimension.Smallerimagesplayasupportingroleshowingpeopleenjoyingthebenefitsofusingtheproduct.ProductMontagedesignexamplesareforvisualizationpurposesonly.ImageryProductsProductscanremainwithin

or

breakoutofthemontage.Bothapproachesareacceptable.orEffectiveProductbreaksoutofthemontageEffectiveProductremains

withinmontageMontagedesignexamplesareforvisualizationpurposesonly.ImageryPatternPatternsprovidetexture,depthandmovement,

andvisuallyconnectotherimagesandshapes.Patternimagesarenotadominantdesignelement;theyshouldrecedeintothebackgroundcolor.

Relevantpatternssupportthevisualcontext.Activatepatternswithtransparentlayersofcolortoobtainrichnessanddimension.Microscopicphotographs,demonstratingthetechnologybehindaproduct,provideeffectivepatterns.PatternMontagedesignexamplesareforvisualizationpurposesonly.ImageryPatternPhotographicandlineartpatternsshouldrecedeintothebackgroundcolor.Theyshouldnotbeadominantvisualelement.Patternimagesshouldneverbethe“hero.”IneffectiveLineartpatternis

toodominantEffectiveLineartpatterniscomplementsbackgroundcolorandtexture

tocreatedepthEffectiveTranslucentlayersofcolorsubduewindowpatternIneffectivePhotographicwindowpattern

istoodominantMontagedesignexamplesareforvisualizationpurposesonly.ColorEmploysingleharmoniouscolorschemethatisnotmonochromatic.Achievedimensionthroughtransparent

layersof

colorwhichactivate

patternsandotherimages.Colorsshouldnotcompetewiththe3MRedlogo.Avoidlargeareasofflatcolor.Choosecolorsthat:ComplementyourimageryAreappropriateforproductorserviceofferingandtargetaudienceSupportothercommunicationsusedtopromoteyourbusiness,brand,productorserviceMontagedesignexamplesareforvisualizationpurposesonly.ColorTheseexamplesillustrateineffectiveandeffectivecolorschemes.EffectiveColorharmonyisachievedwithvariationsofsimilarcolorsIneffectiveColorschemeisnotharmoniousColorcompeteswiththe3MlogoMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingMontagemessagingtypeisadesignelement.

Itisnotjustarandomlypositionedheadline.Messageshouldconsistofshort,concisephrases,

oftenwithtwopartsorideas.Thetypeisvisuallyintegratedwiththeimagery.Fewerwordsinlargertypearemoreimpactful.Useamixoftypesizestoemphasizekeywords.Thebaselineofthewhitetype(inside)isalignedalongthebottomofthemontagefieldwiththetopoftheblacktype(outside)anchoredbelow.MontageMessagingMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingTheRightWordsMontagemessagingisadistillationofyourvaluepropositions.Itsupportsthevalues,featuresorbenefitsprovidedbyyourproductorservice.Thetwo-partmessagehasrhythm,ortempo.ValuePropositionInnovativeSolutionsforDisplayandGraphicsTier3Message/SubheadFunctionalTier2MessageBenefit-OrientedTier1MessageAspirationalMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingTheRightWordsforProgramsorEventsMontagemessagingisnotaprogramoreventtitle.Itcouldbetheeventthemeorotherinspirationalmessage.EffectiveMessagereflectsthemeorgoal

ofprogramoreventIneffectiveMessageistoogenericordescriptiveGenericprogramdescriptionbelongsinthetitleareaMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingTypeSizingEmphasizeindividualwordsusingamixoftypesizes.Usingamixoftypeweightsallowstheletterwidthstoappearsimilar.UseHelveticaNeue57RegularCondensedforsmallerwordsUseHelveticaNeue47LightCondensedforlargerwordsMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingSizeandPlacementThemontagemessagingtypeispartofthedesign

andnotjustplacedwords.Typeshouldtouchtheedgeofthemontage.EffectiveTypeisintegratedintothedesignEntiremessageisatleast1/3ofthemontagefieldheightTypesizesvarytocreatedimensionKeywordsarelargerforemphasisAtleast1/3

ofmontage

fieldheightIneffectiveMessageisconcisebuttypeisnotintegratedintothedesignOnlyonetypesizeisusedIneffectiveTypeistoosmallToomanywordsOnlyonetypesizeisusedTypedoesnottouchthemontageedgeTypecoversproductimageMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingAlignmentLinesoftypeareverticallystaggeredtocreatemovement.Avoidstackingmorethanthreelinesoftype.EffectiveTypeisverticallystaggered

tocreatemovementIneffectiveTypeisleftalignedMontagedesignexamplesareforvisualizationpurposesonly.MontageMessagingArrangementArrangetheshapesandtypetoaccommodatedescenders(thepartofa“g”or“y”thatdropsbelowthebaseline).EffectiveThe“g”intheword“Language”isalignedonthebottomedgeofthemontageIneffectiveThe“g”intheword“Language”

iscutoffMontagedesignexamplesareforvisualizationpurposesonly.AxisLinesCreateprecision,structureandmovementinthe

3MMontage.Thin(.5pt.)whiteruleswith50percentopacity

allowbackgroundandimagecolorstocomethrough.Donotuse100percentsolidwhiteorcoloredlines.Alignongridandwithedgesofshapes.AxisLinesMontagedesignexamplesareforvisualizationpurposesonly.AxisLinesPlacementAxislinesleadtheeyearoundthe3MMontage.EffectiveAxislinesshouldbe.5ptwhiterules

with50percentopacityIneffectiveAxislinesaretoothickLinesare100percentwhiteMontagedesignexamplesareforvisualizationpurposesonly.ExtendingtheMontageMultipleApplicationsAportfolioofcommunicationscanleverage:ThesamecolorpaletteSimilarimageryRelevant,relatedmessagingMontagedesignexamplesareforvisualizationpurposesonly.ExtendingtheMontageTier2LiteratureImageryisoftenmoreproduct-focused.Limitedintroductorycopymaybeincludedunderthemontagefield.DIDYOUKNOW…Youcanextendthecovermontagebywrappingitaroundtotheback

ofabrochureorothercommunication.?IntroductoryCopyMontagedesignexamples