蒙太奇指南

nullnull3M Brand Identity SystemContentsContents3M Brand Identity System Overview Benefits of the 3M Brand Identity System Pre-Design Inputs 3M Montage Design Overview 3M Montage Design Elements Extending the Montage Examples Gallery Checklist for Success Resources and Contacts3M Brand Identity System Overview3M Brand Identity System OverviewCorporate Focus Consistent placement of the 3M Red logo on a white background and specific typography are the core elements defining the 3M brand.Business Focus The montage field allows individual businesses, brands or products to differentiate by expressing their key messages and unique value propositions, while still maintaining a connection to the 3M brand.White Background In most cases, the white background is shown above and below the montage field.Typography Helvetica Neue Condensed is the primary font.3M Logo The logo is always 3M Red and placed in a specific location based on the application.Montage Field: Relevant images of people, products and patterns Overlapping translucent shapes Radius corner Axis lines Montage messaging Benefits of the 3M Brand Identity SystemBenefits of the 3M Brand Identity SystemCompany-wide consistency and alignment Global recognition Builds business faster and more efficiently Flexibility Resources spent on messaging, appropriate imagery and extended marketing tactics Pre-Design InputsPre-Design InputsDevelop value propositions for your business, brand, product or service Distill them into relevant key messages Select imagery that best portrays your business, brand, product or service 3M Montage Design Overview3M Montage Design OverviewCriteria for 3M Montage designs: One main point of visual focus Imagery is relevant and supports the message Single harmonious color scheme Overlapping shapes break out of the horizontal plane Specific placement of typography Two-part message is concise and memorable Solutions create a visual narrative that supports the 3M Brand PromiseThe 3M Montage is an engaging composition of imagery, color, overlapping shapes and messaging. Together, these elements form a visual narrative that expresses our multi-faceted culture of diversified technology and products to our customers. 3M Montage Design Elements3M Montage Design ElementsShapesGridGridAll 3M Montage designs are built using a grid. The grid enables the composition of the 3M Montage to maintain the appropriate proportion and structure. This example shows a grid for an 8.5” x 11” literature cover. The montage field area is optically centered just above the center of the page with somewhat less white space above and a bit more white space below. Electronic design templates are available on the 3M Brand Identity Web site. GridGridAll 3M Montage designs are built using a grid. Vertical AdCD-ROMShapesShapesImages and colored shapes break into and out of the horizontal plane in unexpected ways to create interesting compositions. Shapes are aligned with the grid for consistent proportion. Every montage can have its own unique shape.ShapesShapesLarge, Medium, Small Arrange large, medium and small shapes to create an asymmetrical composition that emphasizes one main image or point of focus. ShapesShapesShapes overlap and engage with one another using varying levels of transparency to create dimension. ShapesShapesThese examples illustrate ineffective and effective shape arrangements. Radius CornerRadius CornerOne edge has a radius (curved) corner. Radius corner can be on top or bottom of the montage. For 8.5” x 11” literature, use the templates as a guide for the appropriate radius size. NOTE: A radius corner script for Adobe® InDesign® is available at Adobe.com. Radius CornerRadius CornerRadius CornerThese examples illustrate ineffective and effective radius corners.ImageryImagery3M Montage designs should include a combination of: People images Product or product-in-use images Pattern imagesImageryImageryImageryImageryPeople People may be the main point of focus when the communication is solutions-focused (e.g., Tier 1 literature or advertisement). Eye contact can help pull the viewer into the composition. Use close cropping and interesting angles. Use original or 3M-owned photography whenever possible.ImageryImageryPeopleCrop in tightly so the person is off-center for added interest.Eliminating excess background elements through tighter cropping effectively narrows the point of focus.ImageryImageryProducts Products may be the main point of focus when the communication is specifically product-focused (e.g., Tier 2 or Tier 3 literature or packaging). Product images contained within the montage field must be large enough to be visually prominent. Use a drop shadow with outlined product images breaking out of the montage field for added dimension. Smaller images play a supporting role showing people enjoying the benefits of using the product. ImageryImageryProducts Products can remain within or break out of the montage. Both approaches are acceptable.ImageryImageryPattern Patterns provide texture, depth and movement, and visually connect other images and shapes. Pattern images are not a dominant design element; they should recede into the background color. Relevant patterns support the visual context. Activate patterns with transparent layers of color to obtain richness and dimension. Microscopic photographs, demonstrating the technology behind a product, provide effective patterns.ImageryImageryPattern Photographic and line art patterns should recede into the background color. They should not be a dominant visual element. Pattern images should never be the “hero.”ColorColorEmploy single harmonious color scheme that is not monochromatic. Achieve dimension through transparent layers of color which activate patterns and other images. Colors should not compete with the 3M Red logo. Avoid large areas of flat color. Choose colors that: Complement your imagery Are appropriate for product or service offering and target audience Support other communications used to promote your business, brand, product or serviceColorColorThese examples illustrate ineffective and effective color schemes.Montage MessagingMontage MessagingMontage messaging type is a design element. It is not just a randomly positioned headline. Message should consist of short, concise phrases, often with two parts or ideas. The type is visually integrated with the imagery. Fewer words in larger type are more impactful. Use a mix of type sizes to emphasize key words. The baseline of the white type (inside) is aligned along the bottom of the montage field with the top of the black type (outside) anchored below.Montage MessagingMontage MessagingThe Right Words Montage messaging is a distillation of your value propositions. It supports the values, features or benefits provided by your product or service. The two-part message has rhythm, or tempo. Value Proposition Innovative Solutions for Display and GraphicsMontage MessagingMontage MessagingThe Right Words for Programs or Events Montage messaging is not a program or event title. It could be the event theme or other inspirational message. Montage MessagingMontage MessagingType Sizing Emphasize individual words using a mix of type sizes. Using a mix of type weights allows the letter widths to appear similar. Montage MessagingMontage MessagingSize and Placement The montage messaging type is part of the design and not just placed words. Type should touch the edge of the montage. Montage MessagingMontage MessagingAlignment Lines of type are vertically staggered to create movement. Avoid stacking more than three lines of type.Montage MessagingMontage MessagingArrangement Arrange the shapes and type to accommodate descenders (the part of a “g” or “y” that drops below the baseline).Axis LinesAxis LinesCreate precision, structure and movement in the 3M Montage. Thin (.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 with edges of shapes. Axis LinesAxis LinesPlacement Axis lines lead the eye around the 3M Montage.Extending the MontageExtending the MontageMultiple Applications A portfolio of communications can leverage: The same color palette Similar imagery Relevant, related messaging Extending the MontageExtending the MontageTier 2 Literature Imagery is often more product-focused. Limited introductory copy may be included under the montage field. Extending the MontageExtending the MontageTier 3 Literature Includes a modified montage banner across the top, if space permits. Extending the MontageExtending the MontageLiterature Spreads Modified montage treatments visually extend the cover montage. Typographic collages call out key messages. Examples GalleryExamples GalleryThe 3M Brand Identity Web site offers an Examples Gallery showcasing real communications that successfully support the 3M Brand Identity System. Visit the site to see how other businesses have implemented the system.Checklist for SuccessChecklist for SuccessChecklists are available for many applications to ensure your communications support the 3M Brand Identity System. Checklists can be downloaded from the 3M Brand Identity Web site. Resources and ContactsResources and ContactsFor more information, contact the 3M Corporate Identity team or access one of these tools: By email: identitysite@mmm.com By phone: 651-733-5417 3M Brand Identity Web site 3M Brand Identity Checklist (.PDF, 148 kb) Value Proposition Tool (.) Creative Brief (.xls)