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TRANSCRIPT
B r a n d I d e n t i t y G u i d e l i n e s
f o r t h e V i k u i t i ™ I n g r e d i e n t B r a n d
3 Innovation
page 1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Introduction
page 2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Brand Identity Guidelines
page 3 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Identity Elements
page 4 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Identity Elements
page 5 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Brand Mark Standards
page 6 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Brand Mark Standards
page 7 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Acceptable Brand Mark Variations
page 8 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3M Logo Standards
page 9 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3M Internal and Supplier Communication Design
page 10 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Customer Communication Design
page 11 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Copy Guidelines
page 12 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Incorrect Vikuiti Brand Mark Usage
Table of Contents
1.
Why this Manual was Written
Vikuiti™ brand products do amazing things with light to change the way people
see the world. It’s a great story and we want to tell everyone all about it. Every
exposure of the Vikuiti brand, however, has an impact on its equity. This manual
helps ensure that each and every exposure to the Vikuiti brand is positive, and
that we maintain a clear and consistent identity in the minds of targeted
users worldwide.
To attain this objective, we must all be committed to a process called brand
management. This manual provides the guidelines and tools necessary to help
you and your suppliers succeed in this process. Please take time to familiarize
yourself with it before using the Vikuiti brand in your communications.
Thank you in advance for your cooperation.
Vikuiti Brand Management
Introduction
For additional information or questions concerning Vikuiti brand mark usage,
contact the U.S. Vikuiti Brand Management Department at 651-736-8394
or e-mail: [email protected]
2.
Vikuiti™ Brand Identity Guidelines
Brand Identity Brand identity encompasses the total image of a product or brand. It consists
of all the identifying visual elements that people associate with a brand. For the
Vikuiti brand these elements include: typeface, trademark, color system, graphic
“Eye” symbol, logo, product descriptor, relationship descriptor, the 3M logo and
background color.
The graphic components of the brand identity have been rendered and grouped
to create a unique piece of artwork. To maintain distinctiveness and visual unity,
these elements must not be altered or recreated in any way. Consistent, strategic
use of brand identity elements strengthens Vikuiti brand loyalty by assuring instant
visual recognition.
Artwork for the necessary brand identity elements is included on the
CD that accompanies this manual.
Elements of the Vikuiti Brand
The Vikuiti brand mark consists of the graphic “Eye” symbol, an appropriate
relationship descriptor such as “Featuring” (if necessary) followed by the Vikuiti
logo, an appropriate product descriptor such as “Display Enhancement,” and
concludes with the 3M logo. Any variation of the Vikuiti brand mark must be
approved by Vikuiti Brand Management and 3M’s Office of Intellectual
Property Counsel.
The Vikuiti Trademark Trademark usage is a component of our printed, verbal and electronic
communications. Keep in mind that Vikuiti™ is a trademark and is the exclusive
property of 3M. To protect the Vikuiti trademark, it must be used properly and in
the manner in which it is registered. These guidelines ensure clear identification of
the Vikuiti trademark, protect its brand equity and promote correct and consistent
usage in all 3M and customer communications.
Vikuiti™
TimesTimes Italic
Times SemiboldTimes Semibold Italic
Times BoldTimes Bold Italic
Times New Roman
HelveticaHelvetica Italic
Helvetica MediumHelvetica Medium Italic
Helvetica BoldHelvetica Bold Oblique
Helvetica BlackHelvetica Black Oblique
For 3M collateral, the only fonts used with the Vikuiti™ brand identity are Helvetica and Times. Since Helvetica is usedfor the Vikuiti brand mark and its descriptor, it is preferred that it also be used in headlines, subheads and body copy.However, Times is acceptable for body copy.
The trademark is the word used to identify anddistinguish a product from competing products in a particular category.
The product descriptor helps describe the specific categoryto which a particular Vikuiti product belongs. The Vikuitibrand mark must always be linked with a productdescriptor that is pertinent and approved for the Vikuitibrand by Vikuiti Brand Management. The productdescriptor should always be italicized as shown above.
The logo is the unique typographic treatment of theproduct or brand name. It should never be altered or distorted.
The graphic “Eye” symbol is an element used in conjunctionwith the Vikuiti logo in creating the brand mark. The Vikuiti “Eye” symbol cannot appear as a separateelement without prior approval of Vikuiti BrandManagement. Our “Eye” symbol is a graphicrepresentation of an eye and its visual pathway.
Typefaces Trademark
Graphic “Eye” Symbol
VikuitiLogo
Product Descriptor
PREFERRED ACCEPTABLE
The Vikuiti brand identity is defined by the use of these colors: Vikuiti Blue and black. Blue was chosen because it is a cool, soothing color, and because it is complementary to the 3M Red. PMS® 3005 is the specified Pantone® equivalent. If using a four-color process, the formula is: Cyan 100%, Magenta 30%, Yellow 0%, and Black 0%. For presentation display purposes, use RGB formula: Red 0%, Green 130%, Blue 190%. When possible, use the PMS color to print the logo.
3.
Color System
ACCEPTABLE COLORS
Vikuiti BluePMS 3005 C – 100% M – 30%
Black
Identity Elements
3
4.
To help identify Vikuiti as an ingredient brand, the word “Featuring,” “Contains” or anyother approved word is used as a part of the brand mark when it appears on customerproducts, customer advertising, customer press releases and customer packaging. Therelationship descriptor should always be italicized as shown above.
This mark is the graphic expression of the corporate endorsement. It should alwaysbe used in a subordinate position when endorsing the Vikuiti brand mark.
RelationshipDescriptor
3M Logo
The preferred background colors for the Vikuiti brand mark are white or black, wherever possible.
Background Colors
Brand Mark
The brand mark combines the Vikuiti logo, the graphic “Eye” symbol, the product descriptor and the 3M logo to create our identifying signature for the brand. The Vikuiti logo, graphic “Eye” symbol and 3M logo are not to appear as separate elements without special approval from Vikuiti Brand Management.
V-height1-V
1-V
1-V
Control area
Control area
Co
ntro
l are
a Co
ntrol area
5.
Vikuiti™ Brand Mark Standards
- Never attempt to create your own Vikuiti™ brand mark.
- Always use provided art and fonts for placement and printing.
- Do not add drop shadows.
- Always include the™ with the logo and “Eye” symbol as specified (see page 11for exceptions).
- Always include the product descriptor Display Enhancement(or other approved descriptor).
- On 3M advertising and collateral, the Vikuiti brand mark must be used on a white or black background only. For customer communications, a white or blackbackground is preferred wherever possible (see pages 9 and 10).
- The Vikuiti brand mark should never be compressed or stretched.
Vikuiti Brand Mark Usage
Control Area For clarity and impact, keep a clean area around the brand mark. Placing it
too close to other type or graphic elements detracts from its visual impact. The
size of the control area is equal to the height of the letter “V” in the Vikuiti logo,
or 1-V. The black dotted border above represents the boundaries of the Vikuiti
brand mark. This unit of measure is the minimum height to be maintained
between the brand mark and any other design element or edge, including the
edges of die-cut shapes.
Every time the Vikuiti
glow is used, the
Adobe® Photoshop® file
must accompany the
electronic keyline.
The printer/vendor
will be responsible
for color separation
to match the Vikuiti
brand mark standard.
Minimum Size
The product descriptor associates the brand with a product category and helps
prevent the brand itself from becoming generic. Therefore, the Vikuiti brand mark
must always be linked with a product descriptor that is pertinent and approved
for use with the Vikuiti brand by Vikuiti Brand Management. The first letter of
the product descriptor must be capitalized the first time it appears in copy form
and every time in the Vikuiti brand mark. Currently approved descriptors include
Display Enhancement, Projection Display Components and Light Enhancement Film.
To help identify Vikuiti as an ingredient brand, a relationship descriptor such as
the currently approved “Featuring” or “Contains” is used as a part of the brand
mark when it appears on customer products, customer advertising, customer press
releases and customer packaging.
The Vikuiti logo with Display Enhancement is the base logo. The ™, product
descriptor and 3M logo work together to establish the right hand margin of the
brand mark. When changing the
name of product descriptor, try to
maintain the original boundary of
Display Enhancement (line A and
B). If the new product descriptor
is shorter than the original,
simply increase the kerning
until the right margin is met.
In some cases the product
descriptor will extend beyond
the right margin of the base
logo (line B). In this instance it
is acceptable to shift the 3M
logo to establish a new right
hand margin. It is also acceptable
to kern the product descriptor
so the right hand margin of the
brand mark does not extend
too far from the Vikuiti logo (see
Projection Display Components
example at left). Do not move
the ™ symbol.
Descriptors
The “V” in the Vikuiti™ brand mark should not be reproduced smaller than 3 pica 10
point (16mm or 5/8″). In some product applications, the brand mark will be used at
small sizes.
3p10 (16mm or 5/8″)
6.
3p10 (16mm or 5/8″)
Light Enhancement Film
C o n t a i n s
Projection Display Components
B.A.
Acceptable Brand Mark Variations
Accepted usage for product
placement and packaging
where technology prohibits use
of the Vikuiti glow.
7.
“No Glow” Variables
One-Color Vikuiti™
Brand Marks
If two-color reproduction is not used, the Vikuiti™ brand mark may be printed in
black only as shown below. The artwork for this variation is included on the
accompanying CD.
Occasionally, it may not be possible to print the Vikuiti brand mark with the
Vikuiti glow due to certain printing limitations (e.g., packaging, carton labels, etc.).
The artwork for these variations is included on the accompanying CD. Use of
“No Glow” variations must be approved by Vikuiti Brand Management.
Transliterating
Translating
In this Japanese example,the pronunciation of the
brand name appearsdirectly below the
brand name.
Transliteration means writing the sound of the Vikuiti trademark phonetically
in another language’s alphabet, so when it is pronounced it sounds like the
original version.
Rather than being translated, the Vikuiti trademark should be transliterated
whenever local law requires a local version of the trademark.
Don’t unnecessarily dilute the visual impression of the Vikuiti trademark
through transliteration.
When the transliterated Vikuiti trademark is used, the Roman alphabet form
must also be used.
Translation is the act of transferring the meaning of words and phrases in one
language into a different language.
Product descriptors and relationship descriptors may be translated if necessary.
Never translate the Vikuiti trademark.
Don’t unnecessarily dilute the visual impression of the Vikuiti trademark
through translation.
Accepted Colors
3M RedM – 100% Y – 90%
Black
Please refer to the 3M Identity
Strategy Web site,
www.3M.com/identity, for more
information about
3M logo usage.
3M AttributeSignature
3M Logo Standards
When creating 3M advertising and collateral internally (see page 9), linking the 3M
logo to our core attribute—Innovation—helps define our company image. Position
the attribute signature in the lower right corner. “3M Innovation” should never be
positioned closely to the Vikuiti brand mark. Never create your own version of the
3M attribute signature logo. Use only the authorized version included on the CD
you received with this manual. Do not use a ™ symbol with the 3M attribute
signature. The 3M attribute signature cannot be used by licensees.
The 3M logo is a key element of our identity–and a valuable corporate asset.
Use it consistently and with care in packaging, products, advertising, press
releases and the address system. It should always be used in a subordinate
position when endorsing the Vikuiti™ brand mark. Position the 3M logo in the
lower right corner of the primary display surface(s) on packaging and other forms
of communication. Never create your own version of the 3M logo. Use only the
authorized version included on the CD you received with this manual. The
3M logo can only be used by licensees as part of the Vikuiti brand mark.
Do not use a ™ symbol with the 3M logo.
Color Whenever possible, the 3M logo must appear in our signature 3M Red. If printing
in one color or in two colors where the second color is used for functional color
coding, the logo may be printed in black.
3M Logo Usage
Control Area
3M Attribute Signature
The height of the “M” in the 3M logo is an important unit
of measure. Separate the logo from all other text and
graphics by a space equal to at least half the height of
the “M.”
8.
3.5 - M
.5 - M
3Innovation
9.
3M Internal and Supplier Communication Design
Sell Sheet Sell sheet design also incorporates basic brand identity elements. Sell sheets
should be straightforward and informative. A simple design usually works best.
The Vikuiti sell sheet should maintain a minimum border of 2p2, 9.172mm or .362″(reference black dotted lines).
The example below shows the relationship of the Vikuiti brand mark and the
3M attribute signature.
The 3M attribute signature must be
placed in the lower right corner of
the page.
Conversely, the Vikuiti brand mark
should be placed in the upper left
corner of the page.
If intended to be used in a three-hole
punch system, left margin measurement
is 6p, 25.4mm or 1″.
Headlines and subheads in Vikuiti Blue
add style to sell sheets and draw
attention to other components.
All copy should be set in Helvetica.
Print Ad The example at right shows the relationship
between the Vikuiti brand mark and the
3M attribute signature. For print ads, the “3M
Innovation” signature should be located in the
bottom right corner. Always include the Vikuiti
brand mark, complete with product descriptor.
Creative and consistent use of Vikuiti™ brand elements is necessary to build a
strong brand identity. The examples shown on this page illustrate how Vikuiti
brand identity guidelines allow for a variety of communication types, while
maintaining a consistent look and feel. This creates a stronger impression
than a brand mark can by itself.
The identity created by effective, consistent use of Vikuiti brand elements
establishes a competitive advantage.
Communication Strategy
Print Ad
Sell Sheet
10.
Brand Mark Placementon Product
When placed on a product, the preferred placement of the Vikuiti brand mark is at
the lower right or centered on the bottom of the display surface area. Always use a
product descriptor and the relationship descriptor to define Vikuiti as an ingredient
of the host brand. Any variation must be approved by Vikuiti Brand Management.
Customer Communication Design
Print Ad The example at right shows the relationship
between the Vikuiti™ brand mark and a
customer’s logo on an ad.
To maintain your company’s identity, display
your logo two to three times larger than the
Vikuiti brand mark.
The nature of the relationship must be
clear—that 3M is the manufacturer of a
component (display enhancement film) and
not the manufacturer of the final product.
Print Ad
Sell Sheet The example at right shows the relationship
between the Vikuiti brand mark and a
customer’s logo on a product sell sheet.
To maintain your company’s identity, display
your logo two to three times larger than the
Vikuiti brand mark.
The nature of the relationship must be
clear—that 3M is the manufacturer of a
component (display enhancement film) and
not the manufacturer of the final product.
Sell Sheet
Guidelines
Copy Guidelines
The Vikuiti™ brand name should always be used as a proper adjective followed
by a pertinent and approved product descriptor that ends in a noun.
“Vikuiti” should never be used as a noun.
Do not turn the Vikuiti brand name into a verb, such as “Vikuitized” or “Vikuitizing.”
(Correct example: Contains Vikuiti Display Enhancement Film.)
The Vikuiti brand name must always be capitalized in copy.
The first time the Vikuiti brand name appears on a page, it must be used with
the ™ symbol and followed by an appropriately capitalized product descriptor
or product name, and should conclude with reference to 3M. (Example: Vikuiti™
Display Enhancement Films from 3M.) Do not use the ® symbol with the Vikuiti
brand name.
Every time thereafter, the ™ symbol need not follow the Vikuiti brand name,
however a lower-cased product descriptor should. (Example: Vikuiti display
enhancement films.)
Never use the Vikuiti brand name without following it with a product descriptor.
(Incorrect Usage Example: Attract more attention to your display with Vikuiti.)
In all independent references (e.g., catalog descriptions and/or photo captions), all
the initial letters in the Vikuiti name and its product descriptor must be capitalized
and the ™ must be used in each reference–even if the full trademarked name has
already been used elsewhere on the page or in the document. (Example: Vikuiti™
Light Enhancement Film.)
The statement “Vikuiti and the Vikuiti “Eye” symbol are trademarks of 3M
company” must be printed somewhere on the page/document whenever
you use the Vikuiti brand mark or trademark in printed communications.
In cases where you can’t superscript ™, use parentheses to set it apart.
(Example: Vikuiti (TM) Display Enhancement Films.)
For verbal communications such as TV and radio, substitute the word “brand”
for ™. (Example: Vikuiti brand Display Enhancement Films make your display
brighter, wider and better.)
Vikuiti is pronounced: vi- kyü- -te (vie KUE a tee)
11.
e′ ′
Don’t use a color for
the 3M logoother than
the standard 3M Red
or black. Innovation
Don’t use acolor option that
violates theVikuiti Bluebrand mark
standard.
Don’t use the brand
mark orthe graphic
“Eye” symbolwithout the TM.
The Vikuiti Glowis always Vikuiti
Blue or black.Never create
your own glow.
Don’t add the word
“Innovation” tothe 3M logo
when it’s part ofthe Vikuiti
brand mark.
Don’t use the Vikuiti and
3M logo withoutthe productdescriptor.
Don’t use therelationship
descriptorwithout the
productdescriptor orthe 3M logo
endorsement.
Don’t compress theVikuiti brand mark.
Don’t stretch theVikuiti brand mark.
Don’t reversethe brand
mark to white on a black
background.
Don’t overprinton a photo or textured
background.
Don’t link theVikuiti brandmark or the
3M logo withthe logo orsymbol of
anothercompany.
Incorrect Vikuiti™ Brand Mark UsageNever attempt to create or modify the Vikuiti™ brand mark. The Vikuiti brand mark
should always be reproduced from original artwork, never typeset. Use only the
approved Vikuiti brand mark and logos provided on the accompanying CD.
12.
Key Points
1. The Vikuiti™ brand mark should be copied from the accompanying CD and never recreated in any way.
2. The preferred printing method for the Vikuiti brand mark is three color.
3. The Pantone match color is 3005 for both coated and uncoated stock.
4. Always use the complete brand mark, unless given special approval by Vikuiti Brand Management
and 3M’s Office of Intellectual Property Counsel.
5. On each new “visual surface” use the trademark symbol ™.
6. Do not add any graphic elements to the brand mark control area.
3Vikuiti Brand Management3M Center, Building 260-5N-10St. Paul, MN 55144-1000
40% Pre-consumer waste paper10% Post-consumer waste paper
Vikuiti and the Vikuiti “Eye” symbol are trademarks of3M company.
Printed in U.S.A.
Copyright © 3M 2000, 3M IPC. All rights reserved.75-0500-5036-0
For additional information or questions concerning Vikuiti brand mark usage,
contact the Vikuiti Brand Management Department at 651-736-8394
or e-mail: [email protected]