Brand Identity Guidel ines for LCD TVs

Table of Contents

page 3 . . . . . . . . . . . . . . . . . . . . . . . . . . Vikuiti™ Brand Promise

page 4 – 5 . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Key Messages

page 6 – 7 . . . . . . . . . . . . . . . . . . . . . . . Identity Elements

page 8 – 9 . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Brand Mark Applications

page 10 . . . . . . . . . . . . . . . . . . . . . . . . . Acceptable Brand Mark Variations

page 11 . . . . . . . . . . . . . . . . . . . . . . . . . Incorrect Vikuiti Brand Mark Usage

2.

Vikuiti™ Brand Promise

3.

Vikuiti™ products do amazing things with light to change the way people see the world. This is the essence of the Vikuiti brand. In the liquid crystal display (LCD) TV market, the brand promise is:

Vikuiti™ films make liquid crystal TVs brighter and easier to see in real-life lighting conditions.

The graphic identity and key messages outlined in this booklet are designed to reinforce the brand promise. Please follow these guidelines to ensure a clear and consistent brand identity in all communications that feature Vikuiti films as ingredients in LCD TVs.

Brand Promise

The Vikuiti trademark is the exclusive property of 3M. 3M licenses use of the trademark on LCD TVs that contain Vikuiti film(s) and meet specified performance criteria. These guidelines are designed for use by licensees.

Use of Vikuiti™ Trademark Limited to Licensees

4.

Vikuiti™ Key Messages

Key Message Options Here is a list of approved messages to use when talking about Vikuiti products in print or broadcast media.

Ultra short copy to use in listings of an LCD TV’s product features- Vikuiti™ brightness enhancement

- Vikuiti™ brightness enhancement built-in

- With Vikuiti™ brightness enhancement

- Featuring Vikuiti™ brightness enhancement

Point of Sale Information Card

EXAMPLE

For additional information or questions

concerning Vikuiti brand usage, contact

the U.S. Vikuiti Brand Management

Department at 651-736-8394

or e-mail: Vikuiti@mmm.com

Detailed copy describing the benefits of the Vikuiti brand- Featuring Vikuiti™ screen enhancement for a brighter, easier-to-see picture

in real-life lighting conditions.

- Vikuiti™ optical films inside LCD TV screens make the TVs easier to see in real-life lighting conditions—in the family room, in a bedroom, even by a window.

- Vikuiti™ brightness enhancement films inside LCD TVs make them brighter and more colorful while minimizing glare.

5 .

Copy Guidelines The Vikuiti brand name should always be used as a proper adjective. It should never be used as a noun or a verb. Always use the Vikuiti brand name with an appropriate descriptor that ends in a noun.

Correct examples: Vikuiti™ brightness enhancement Better viewing with Vikuiti™ screen enhancement

Incorrect example: Better viewing with Vikuiti (missing descriptor)

For verbal communications such as TV and radio, substitute the word brand for TM. (Example: Vikuiti brand screen enhancement films make your LCD TVs brighter.)

Pronunciation Vikuiti is pronounced vi- kyü- -te (vie KUE a tee)e′ ′

Brand Benefits As described in the key messages, Vikuiti™ screen enhancement films make electronic displays and liquid crystal television screens brighter, sharper and more vivid—even under brightly lit conditions. They improve contrast and resolution. The end result: a better viewing experience.

- Built into liquid crystal display (LCD) panels in LCD TVs, Vikuiti™ optical films make the screens brighter and easier to see in different lighting conditions.

- A proven 3M technology, Vikuiti™ screen enhancement films brighten LCD screens in everything from cell phones and portable computers to wide screen TVs.

Copy describing how it works- Vikuiti™ high tech optical films make LCDs brighter by reflecting and recycling

light. Based on 3M patented technologies, each Vikuiti film includes hundreds of reflective layers in a sheet that is less than one mil thick.

6.

Identity Elements

Vikuiti Blue PMS 3005 C – 100% M – 30%

Black

Background Colors

1. Graphic “Eye” Symbol

The graphic “Eye” symbol is used in combination with the Vikuiti logo to create the brand mark.

3. Trademark

The trademark is the word used to identify and distinguish a product from competing products in a particular category. The Vikuiti trademark has a unique typographic treatment. It should never be altered or distorted.

2. Relationship Descriptor

To help identify the Vikuiti™ brand as an ingredient, the word “Featuring,” is used as a part of the brand mark when it appears on LCD TVs that contain Vikuiti film(s). The relationship descriptor should always be italicized as shown.

4. Product Descriptor

The product descriptor helps describe the specific category to which a particular Vikuiti product belongs. It should always be italicized as shown above.

5. 3M Logo

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.

Color System

The preferred background color for the Vikuiti brand mark is white or black.

Brand Mark Colors

3M Red PMS 485 M – 100% Y – 90%

For presentation display purposes, use the RGB formula: Red 0%, Green 130%, Blue 190%. When possible, use the PMS color to print the logo.

V-height1-V

1-V

1-V

Control area

Control area

Co

ntro

l are

a Co

ntrol area

- Never attempt to create your own Vikuiti™ brand mark.

- Always use provided art and fonts for placement and printing.

- Do not add drop shadows.

- Don’t compress or stretch the Vikuiti brand mark.

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.

Minimum Size The Vikuiti brand mark should not be reproduced smaller than 6 picas (25.4mm or 1″).

Exceptions to the minimum of size requirement need to be approved by 3M.

7.

One-Color If two-color reproduction is not used, the Vikuiti brand mark may be printed in black only as shown.

6p0 (25.4mm or 1″) 6p0 (25.4mm or 1″)

8.

Vikuiti™ Brand Mark Applications

To optimize the advantages of using the Vikuiti™ brand as an ingredient, be sure to apply the Vikuiti brand identity elements consistently. See example on this page.

Guidelines in Action

Logo Size To maintain the identity of the primary brand, display its 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 (screen brightening film) and not the manufacturer of the final product.

Print Ad

9.

Brand Mark Placement on Product

When placed on a product, the preferred location of the Vikuiti brand mark is at the lower left or centered on the bottom of the display surface area. Always use a product descriptor and the relationship descriptor to define the Vikuiti brand as an ingredient of the host brand. Any variation must be approved by Vikuiti Brand Management.

Removable Static Cling Placed on Screen

Logo Applied Permanently to LCD Surround

10.

One-Color If two-color reproduction is not used, the Vikuiti™ brand mark may be printed in all black as shown.

These logos are acceptable

where printing technology

prohibits using the Vikuiti glow.

“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.

Translating Translation is the act of transferring the meaning of words and phrases in one language to a different language. Product descriptors and relationship descriptors may be translated if necessary.

Never translate the Vikuiti trademark.

Acceptable Brand Mark Variations

In this Japanese example, the pronunciation of the

brand name appears directly below the

brand name.

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.

Transliterate the Vikuiti trademark when local law requires a local version of the trademark. When the transliterated Vikuiti trademark is used, the Roman alphabet form must also be used.

Incorrect Vikuiti Brand Mark Usage

11.

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 by 3M.

Don’t reverse the brand mark to white on a black background.

Don’t overprint on a photo or textured background.

Don’t use a color for the 3M logo other than the standard 3M red or black.

Don’t use the Vikuiti and 3M logo without the product descriptor.

Don’t use a color option that violates the Vikuiti blue brand mark standard.

Don’t use the brand mark or the graphic “Eye” symbol without the TM.

Don’t create your own glow.The Vikuiti glow is always Vikuiti blue or black.

Don’t link the Vikuiti brand mark or the 3M logo with the logo or symbol of another company.

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

x. x.

3Vikuiti Brand Management3M Center, Building 260-5N-10St. Paul, MN 55144-1000 www.Vikuiti.com Minimum 10% Post-Consumer Fiber

Vikuiti and the Vikuiti “Eye” symbol are trademarks of 3M.Printed in U.S.A.© 3M 200575-0500-5265-5