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: Vikuiti@mmm.com

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: Vikuiti@mmm.com