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 3Innovation
Table of Contents 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
Introduction 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 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: Vikuiti@mmm.com 1.
Vikuiti Brand Identity Guidelines 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. 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. 2.
Identity Elements Typefaces PREFERRED ACCEPTABLE Trademark Helvetica Helvetica Italic Helvetica Medium Helvetica Medium Italic Helvetica Bold Helvetica Bold Oblique Helvetica Black Helvetica Black Oblique Times Times Italic Times Semibold Times Semibold Italic Times Bold Times Bold Italic Times New Roman Vikuiti For 3M collateral, the only fonts used with the Vikuiti brand identity are Helvetica and Times. Since Helvetica is used for 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 and distinguish a product from competing products in a particular category. Color System ACCEPTABLE COLORS Vikuiti Blue PMS 3005 C 100% M 30% Black 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. Graphic Eye Symbol Vikuiti Logo Product Descriptor The graphic Eye symbol is an element used in conjunction with the Vikuiti logo in creating the brand mark. The Vikuiti Eye symbol cannot appear as a separate element without prior approval of Vikuiti Brand Management. Our Eye symbol is a graphic representation of an eye and its visual pathway. The logo is the unique typographic treatment of the product or brand name. It should never be altered or distorted. The product descriptor helps describe the specific category to which a particular Vikuiti product belongs. The Vikuiti brand mark must always be linked with a product descriptor that is pertinent and approved for the Vikuiti brand by Vikuiti Brand Management. The product descriptor should always be italicized as shown above. 3.
Relationship Descriptor 3M Logo 3 To help identify Vikuiti as an ingredient brand, the word Featuring, Contains or any other approved word is used as a part of the brand mark when it appears on customer products, customer advertising, customer press releases and customer packaging. The relationship descriptor should always be italicized as shown above. This mark is the graphic expression of the corporate endorsement. It should always be used in a subordinate position when endorsing the Vikuiti brand mark. 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. Background Colors The preferred background colors for the Vikuiti brand mark are white or black, wherever possible. 4.
Vikuiti Brand Mark Standards Vikuiti Brand Mark Usage - 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 11 for 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 black background is preferred wherever possible (see pages 9 and 10). - The Vikuiti brand mark should never be compressed or stretched. Control area 1-V Every time the Vikuiti glow is used, the Adobe Photoshop file must accompany the electronic keyline. The printer/vendor will be responsible Control area Control area 1-V V-height for color separation to match the Vikuiti brand mark standard. 1-V Control area 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. 5.
Minimum Size 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 ) 3p10 (16mm or 5/8 ) Descriptors 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 A. B. 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. Contains Light Enhancement Film 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. Projection Display Components 6.
Acceptable Brand Mark Variations 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. No Glow Variables 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. Accepted usage for product placement and packaging where technology prohibits use of the Vikuiti glow. Transliterating 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. In this Japanese example, the pronunciation of the brand name appears directly below the brand name. Translating 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. 7.
3M Logo Standards 3M Logo Usage 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. Control Area 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..5- M 3.5- M 3M Attribute Signature 3M Attribute Signature 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. 3Innovation 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. Accepted Colors Please refer to the 3M Identity Strategy Web site, www.3m.com/identity, for more information about 3M logo usage. 3M Red M 100% Y 90% Black 8.
3M Internal and Supplier Communication Design Communication Strategy 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. 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. Print Ad 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. Sell Sheet 9.
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 Brand Mark Placement on 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. 10.
Copy Guidelines 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) e 11.
Incorrect Vikuiti Brand Mark Usage Never 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. Don t use a color for the 3M logo other than the standard 3M Red or black. Don t add the word Innovation to the 3M logo when it s part of the Vikuiti brand mark. Innovation Don t use a color option that violates the Vikuiti Blue brand mark standard. Don t use the Vikuiti and 3M logo without the product descriptor. Don t use the relationship descriptor without the product descriptor or the 3M logo endorsement. Don t use the brand mark or the graphic Eye symbol without the TM. Don t compress the Vikuiti brand mark. The Vikuiti Glow is always Vikuiti Blue or black. Never create your own glow. Don t stretch the Vikuiti brand mark. Don t link the Vikuiti brand mark or the 3M logo with the logo or symbol of another company. Don t overprint on a photo or textured background. Don t reverse the brand mark to white on a black background. 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. For additional information or questions concerning Vikuiti brand mark usage, contact the Vikuiti Brand Management Department at 651-736-8394 or e-mail: Vikuiti@mmm.com 3 Vikuiti Brand Management 3M Center, Building 260-5N-10 St. Paul, MN 55144-1000 40% Pre-consumer waste paper 10% Post-consumer waste paper Vikuiti and the Vikuiti Eye symbol are trademarks of 3M company. Printed in U.S.A. Copyright 3M 2000, 3M IPC. All rights reserved. 75-0500-5036-0