3m confidential. 1 8 august 2015. all rights reserved.© 3m 3m brand identity system montage...

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3M Brand Identity System Montage Tutorial3M Brand Identity and Design

3M Brand Identity System Montage Tutorial



3M Brand Identity System Overview

3M Montage Design Process

3M Montage Design Elements

Extending the 3M Montage

3M Brand Identity Design Resources

Contents



3M Brand IdentitySystem 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

Goals of the 3M Brand Identity System



The 3M Brand Identity System has been enhanced to capture the momentum of the brand reinvigoration initiative. There are six key enhancements, including:

3M Brand Identity Enhancements

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.

6. Sound and animation: Using sound and animation in specific electronic media evokes a sense of curiosity and helps tell our innovation story with an added dimension.



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, and (3) a 3M montage.

3M Brand Identity System Overview

Helvetica Neue CondensedOur font was chosen for its timeless, contemporary appeal and global availability.

3M Red Logo on WhiteA canvas of white serves as the background for all applications to provide consistency and maximum impact of the red 3M logo.

3M Montage Field The 3M montage is a composition of images, graphics and colors

layered together to visually tell our unique story of collaborative innovation, showing how one idea leads to another.

The axis lines, radius and square corners add energy and dynamic movement.

The distinctive montage message style and arrangement helps tell our story in an engaging, memorable way.

The focus is on simplicity and a clear hierarchy of information.



3M MontageDesign 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

3M Montage Design Process



Before developing communications, be sure to review the “Expressing Your Value Proposition” tool and complete a Creative Brief, to ensure you have clearly defined your objectives.

Review the Brand Activation Guide with examples that can be customized to help you communicate the 3M brand essence for your business and customers.

1. Develop Value Proposition

Example Value Proposition:

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.



Distill your value proposition into a succinct, compelling montage message.

Fewer words can provide more impact.

You may need multiple montage messages for different levels of communications.

Learn more about designing and positioning at Montage Messaging.

2. Create Montage Message From Value Proposition

Example Montage Message:

Example Value Proposition:

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.



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.

Learn more about selecting Imagery for 3M montage designs.

3. Select Imagery

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DID YOU KNOW…

FOR 3M EMPLOYEES: 3M-owned and stock photography is available for use on the Celum-Synergy Website.

Follow the 3M Corporate Stock Licensing Process if you need to license photography for your communications.

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Begin by positioning the main image on the grid.

Crop the image to create a clear focal point, eliminating unnecessary background elements.

Learn more about positioning 3M montages on a Grid.

4. Position Main Image on the Grid

Main Image



Arrange smaller supporting images on the grid to complement the main image and support the overall message.

Outlined images can extend above or below the 3M montage field.

Add layers of transparent shapes and color to enhance imagery and add dimension.

Learn more about using Grids and Shapes and Color to enhance 3M montage designs.

5. Add Supporting Imagery, Shapes and Color

Shapes Imagery

Color



Add 3M technology patterns to reinforce our position as a global technology leader.

Use 3M technology patterns when they enhance your design and tell the story of how one idea leads to another.

You are not required to use 3M technology patterns on every 3M montage.

Learn more about using 3M Technology Patterns to enhance 3M montage designs.


3M Technology Pattern



Add handwritten or chain reaction graphics to bring the design into the moment, infuse authenticity and show collaboration.

Chain reaction and/or handwritten graphics are used to augment other imagery and messaging and should not distract from the main image and message.

Handwritten graphics should not be used for montage messages or other copy.

You are not required to use chain reaction or handwritten graphics on every 3M montage.

Learn more about using Handwritten and Chain Reaction Graphics to enhance 3M montage designs.


HandwrittenGraphics



To finalize your design, position your Montage Message.

Ensure you have at least one Square and One Radius Corner.

Add semi-transparent vertical and horizontal Axis Lines.

7. Finalize Design

Axis Lines

MontageMessage

Square Corner

RadiusCorner



3M Montage Design

Elements



3M Montage Design Elements

3M Technology Patterns

Radius Corner

Product Image

People Image

Montage Message

Grid

Shapes

Handwritten or Chain Reaction Graphics

Square Corners

Axis Lines



All 3M montage designs are built using a grid, allowing the composition to maintain the appropriate proportion and structure.

Every 3M montage can have its own unique shape.

The 3M clear zone is an area above and to the left of the 3M logo. Avoid placing type or images within the clear zone.

Literature and advertising design templates with grid lines are available on the 3M Brand Identity Website.

Grids and Shapes

DID YOU KNOW…Throughout this tutorial, montages applied to literature covers are shown for demonstration purposes only. The same basic principles apply when extending the 3M montage, Helvetica Neue Condensed and 3M Red logo on a white background to other applications.

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Grid Lines

3M Clear Zone



Use a grid as a structural foundation for each layout.

Grids and Shapes

CD-ROM

Billboard

Full-page Ad or Literature Cover

Web Page

Vertical Ad

Presentation Title Slide

Mobile App Icon



Vertical Ad

Grids and Shapes

Full-page Ad or Literature Cover

Web Page

BillboardMobile App Icon

CD-ROM

Images and colored shapes break into and out of the horizontal plane in unexpected ways to create interesting compositions.

Presentation Title Slide



These examples illustrate ineffective and effective shape arrangements.

Grids and Shapes

Effective One main image; variety of sizes Uneven edges across top and bottom Transparent shapes overlap each other

Ineffective All similar sizes Straight edge across top or bottom No transparency or overlapping



Imagery

People

Products

Chain Reaction Graphics

Handwritten Graphics

Patterns: 3M Technology

Patterns: Texture

Patterns: Light & Energy



People

You can increase emotional engagement by connecting viewers with images of the people behind the story.

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.

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.

Imagery

People



Products

If the product is the main image, a large, outlined image may overlay the 3M montage field. High-quality 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.

Imagery

Product



Patterns: 3M Technology

There’s nothing more authentically and distinctively 3M than dynamic images of the technologies behind our products.

Microscopic photos of our technologies can be activated with color and used as a supporting pattern to create curiosity.

Work with your R&D teams to identify images that would be relevant and appropriate to share.

Please contact the 3M Brand Identity and Design team – which is building a library of great imagery – if you have 3M technology images to share.

Imagery

3M Technology Pattern



Patterns: Texture

Images with interesting lines, shapes or angles can be used to create dynamic texture patterns when 3M technology patterns are not relevant.

Texture patterns can be abstract or subtly convey features or benefits of the product or service being promoted.

Please contact the 3M Brand Identity and Design team – which is building a library of great imagery – if you have texture images to share.

Imagery

Texture Pattern



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.”

Please contact the 3M Brand Identity and Design team – which is building a library of great imagery – if you have light and energy images to share.

Imagery

Light & Energy Patterns



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 see how we come up with solutions.

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.

Contact the 3M Brand Identity and Design team – which is building a library of great imagery – for help in creating these graphics, or if you have handwritten graphics you’d like to share.

Imagery

Handwritten Graphic



Chain Reaction Graphics

Graphics that convey the chain reaction of new ideas are another way of communicating how at 3M, one idea leads to another.

They should serve as a background design element, rather than competing with the 3M montage design.

Contact the 3M Brand Identity and Design team – which is building a library of great imagery – for help in creating these graphics, or if you have chain reaction graphics you’d like to share.

Imagery

Chain Reaction Graphic



Color can be used to convey our optimism and high energy. Choose vibrant color combinations that complement your imagery and are appropriate for your value proposition and offering.

Achieve dimension through transparent layers of color that activate patterns and other images.

Avoid large areas of flat color.

Color



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.

In most cases, montage messages are positioned at the 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.

Montage Messages

Montage Message



Size and Placement

These examples illustrate ineffective and effective implementation of montage messages.

Montage Messages

Ineffective Message is concise, but type is not

integrated into the design Only one type size is used

Ineffective Type is too small Too many words Only one type size is used Type does not touch the montage edge Type covers product image

Effective Type is integrated into the design Entire message is large and easy to read Key words are larger for emphasis



Positioning Lines of Type

Lines of type are vertically staggered to create movement. Avoid stacking more than three lines of type.

Montage Messages

Ineffective Type is left-aligned

Effective Type is vertically staggered to

create movement



Arrangement Arrange the shapes and type to accommodate

descenders (the part of a “g” or “y” that drops below the baseline).

Montage Messages

Effective A shape is added to contain the descender

within the 3M montage field

Ineffective The “g” in the word “Darkening” is cut off



Ineffective Message is too generic or descriptive Generic program description belongs

in the title area

The Right Words for Programs or Events Montage messages should not be a program or event title.

It should be the event theme or other inspirational message.

Montage Messages

Effective Message reflects theme or goal

of program or event



Every 3M montage design must have at least one square and one radius (curved) corner.

Square and radius corners can be on the top, bottom or inside of the 3M montage field.

NOTE: If you’re using InDesign® CS5 or later, go to Object>Corner Options.

Square and Radius Corners

RadiusCorner

Square Corner

RadiusCorner

DID YOU KNOW…

The curve of the radius corner, in combination with the square corner, is derived from the shape of the 3M logo.

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These examples illustrate ineffective and effective implementation of square and radius corners.

Square and Radius Corners

Ineffective Radius is too large There is no visible square corner

Effective Tighter radius There is one visible square and

one radius corner



Vertical and horizontal axis lines create precision, structure and movement in the 3M montage.

Thin (0.5pt) white rules with 50 percent opacity allow background and image colors to come through.

Do not use 100 percent solid white or colored lines.

Align on grid and the edges of images or shapes.

Axis Lines

Axis Lines



These examples illustrate ineffective and effective implementation of axis lines.

Axis Lines

Ineffective Too many axis lines create too

many shapes Axis lines are too thick Lines are 100 percent white

Ineffective Axis lines are too thick Lines are 100 percent white

Effective Axis lines should be 0.5pt white rules

with 50 percent opacity



3M Montage Extending

the



Integrated Communications

You can extend the visual approach across a portfolio of integrated communications, leveraging:

The same color palette

Similar imagery

Relevant, related messaging




Level 2 Literature

Imagery is often more product-focused.

Limited introductory copy may be included under the 3M montage field.


Introductory Copy

DID YOU KNOW…

You can extend the 3M montage by wrapping it around to the back of a brochure or other communication.

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Level 3 Literature

Includes a modified montage banner across the top, if space permits.


Modified Montage Banner



Inside Spreads

Modified montage treatments visually extend the cover montage.

Full bleed images may also be used.

Typographic collages call out key messages.

Typographic collages can use black type, colored type that complements your imagery, or white type, reversed out against a darker photographic background.


Typographic Collage

Modified Montage Treatment

Full bleed image



Websites 3M montage imagery is integrated into the Page Site

Navigation (PSN) and the horizontal banner anchored at the top of the Web page.




Summary: The Montage Evolution

2007 2012



Summary: Ineffective vs. Effective 3M Montages

Ineffective No clear main focus Imagery is all the same size and not integrated Color is not pleasing or energetic Handwritten graphics are not integrated into design There are no rounded corners

Effective Main point of focus, one dominant image Visually balanced Imagery has transparent overlays Color has energy Handwritten graphics are integrated into the design Montage message is integrated into the design Includes rounded corners



3M Brand Identity Design

Resources



The 3M Brand Identity Standards Website provides comprehensive guidelines, tools and resources to help users understand and implement the 3M Brand Identity System across a range of applications.

Access the site at 3M.com/identity.

3M Brand Identity Standards Website



3M-Owned Photography

To best portray 3M with authenticity, there is no substitute for original 3M-owned imagery.

Shooting and building a library of 3M images featuring our own people, products, places and patterns saves 3M communicators tremendous amounts of time and money.

There is a library of 3M-owned imagery available for all 3M businesses globally to use free of charge and with no limitations.

Go to the Celum-Synergy Website > Asset Location > Brand_Identity_Catalog > Image Library > People > Product > Pattern > Place

Work with your R&D teams to identify images that would be relevant and appropriate to share.

Please contact the 3M Brand Identity and Design team – which is building a library of great imagery – if you have images to share.

Photography Resources



Stock Photography

While using or shooting original 3M imagery is always preferred, in some cases it is necessary to license stock photography. Using the approved 3M Corporate Stock Image Licensing Process will:

― Provide you with access to high-quality imagery from world-renowned providers

― Save you time and money

― Ensure the assets are stored, documented and shared on Celum-Synergy appropriately

Photography Resources



3M 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.

3M™ Visual Attention Service (VAS)



3M employees and approved suppliers can access a variety of resources developed as part of the 3M Brand Reinvigoration initiative. Note: These communications were developed prior to the 3M Brand Identity System enhancements, but were used to help guide enhancement opportunities.

3M Brand Reinvigoration Materials

Reinvigorating the 3M Brand for GrowthThe one communication for our company that instantly signifies the quality behind our products‚ the impact of our ingenuity and the delivery of unparalleled customer service.

3M Brand BookThe Brand Book helps us to better understand what makes 3M unique and learn how to tell our story better.

3M Brand Activation GuideThis guide helps you bring the brand to life with example marketing platforms that can be customizable to your business and customers.

3M Brand Key MessagesThese key messages are intended to serve as a directional guide for how we communicate about the company on a global basis.



For more information, contact the 3M Brand Identity and Design team, or access one of these resources:

[email protected]

3M.com/identity

Expressing Value Proposition Tool (.ppt)

Creative Brief (.xls)

Celum-Synergy Website

Resources and Contacts

3m confidential. 1 8 august 2015. all rights reserved.© 3m 3m brand identity system montage...

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