3M Envision Residential Window Film Brand Identity Guidelines

Transcription

1 3M Envision Residential Window Film Brand Identity Guidelines Brand Purpose To improve homeowners homes and lives around the world by delivering comfort and protection and to increase awareness and reach of window films through new go to market models. Brand Essence: inventing tomorrow, today. Brand Promise: Transforming leading-edge technology into best-in-class performance with a sustainability edge 3M Envision brand is: active, environmentally responsible, high-performing, modern Audience Overview Brand Owners: Corporate and Division (define and implement the brand) Installers (Install window films used in identification of the brand) Influencers (Articulate the brand in the industry) Window Film Distributors/Installers: Alternative Distribution Franchisees/Dealers Residential Customers: See U.S. customer profiles Verbal and Visual Brand Identity Visual Tone When a customer looks at 3M Envision brand marketing materials, they should feel energy, confidence, and comfort. Our materials are approachable, welcoming and open. They engage the audience and promote curiosity. Imagery Imagery for 3M Envision Residential Window Films should provide visual support to the attributes of the brand promise: Active Environmentally-responsible High-performing Modern 1 P a g e

2 Nomenclature and Trademark Usage Full Name: 3M Envision Residential Window Films Must include Residential Window Films as part of the full name 3M is primary brand with Envision as supporting brand Series names are generic descriptors and are not trade marked Printed Name Usage: marketing collateral, presentations, and other print communications 3M is the primary brand with Envision being the secondary brand 3M and Envision always must have after 3M and Envision in the first use per visual space. E in Envision must be capitalized and same height as 3M and rest in lower case letters. 3M Envision should be in Helvetica or Arial font and can be black or white font. Residential Window Films is the generic descriptor used when talking about the entire Envision portfolio. Never omit this descriptor when talking about entire portfolio. After first use of full name per visual space, when discussing a specific series, must include brand, secondary brand, series name, followed by either solar, security or solar + security and then series o Clear View, Glare Control, Sun Block, Shade are series names. Solar Series Ex. 3M Envision Clear View Solar Series Security Series Ex. 3M Envision Protect Security Series Solar + Security Series Ex.: 3M Envision Serene Solar + Security Series After first use of full name per visual space, when calling out a specific product, must include brand, secondary brand, series name followed by VLT number for solar film or product number for security film o Solar Product Ex. 3M Envision Clear View 75 o Security Product Ex. 3M Envision Protect S800 Spoken Name Usage: Videos, TV, Radio, Multmedia presentations, and Other Verbal Communications Do not precede Envision trademark with the 3M trademark as doing so will become cumbersome to speak, especially if repeated. Example: Envision brand Window Film from 3M Substitute the word brand for the symbol. Add the word brand after the trademark the first time it is spoken. 2 P a g e

3 Nomenclature and Trademark Usage - Examples Always directly tie 3M to Envision first and later uses. 3M Envision brand IN Envision brand Always trademark the First use per visual space. Subsequent uses do not require trademarks. The 3M Envision brand offers a variety of solutions so you can be confident that when you re using 3M Envision products IN The 3M Envision brand offers a variety of solutions so you can be confident that when you re using 3M Envision products Note: First-use, later-use is dependent on the continuous visual surface where information appears. A visual surface varies from medium to medium. Always tie the brand name to a generic descriptor. Product series and numbers should follow the generic descriptor, not precede it. 3M Envision Residential Window Film Clear View Solar Series IN 3M Envision Clear View Window Film 3M Envision 75 Clear View product On first use, Always capitalize generic descriptors when preceded by the 3M Envision brand. Capitalization is not necessary when the descriptors are referred to as a general industry category or group, or in later use. 3M Envision Residential Window Film It s an industry leading window film. IN 3M Envision Residential Window Film It s an industry leading Window Film. 3 P a g e

4 Always use text rather than the 3M logo when referring to the 3M Envision brand. 3M Envision brand IN 3 Envision brand Do not use a trademark as a verb, possessive, noun or in plural form. The most important quality of the 3M Envision brand is IN 3M Envision s most important quality is Always identify any trademarks used and provide a proper trademark attribution statement at the end of any dynamic or static document. (Note: Wording varies from country to country based on local laws.) 3M and Envision are trademarks of 3M. 4 P a g e

5 Use of 3M Logo On-line Standards and where the 3M logo can be downloaded: 3M Envision Window Film For information about the 3M Envision program, contact Sheng Lee Marketing Supervisor 3M Window Film 3M Center, Building 235-2S-27 St. Paul, MN M and Envision are trademarks of 3M Company. 3M All rights reserved. 5 P a g e