Branding

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3M Co-branding and
Licensing Guidelines
Note: Many examples, while real, might reflect the old 3M brand identity.
CONFIDENTIAL – For Internal Use Only

© 3M 2017. 3M Confidential. All Rights Reserved. 1 Version 2.2: June 2017
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Contents
Overview .......................................................................................................... 3
Types of Co-branding...................................................................................... 4
Co-branding Development Process ................................................................ 6
General Design Guidelines ............................................................................. 10
Use of the Tagline: 3M Science. Applied to Life™ ........................................ 14
Scenario-specific Guidelines .......................................................................... 15
Joint Marketing............................................................................................... 15
Sponsorships ................................................................................................... 17
Testimonials/Endorsements ........................................................................... 19
Media & Product Placement .......................................................................... 20
Licensed Merchandise ................................................................................... 22
Private Labeling ............................................................................................. 23
Ingredient Branding ....................................................................................... 25
Fair Use .......................................................................................................... 27
Joint Ventures ................................................................................................ 28
Bundling ......................................................................................................... 29
Channel Relationships ................................................................................... 30
Third-Party Communications Leveraging 3M .............................................. 32
General Guidelines ........................................................................................ 67

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Overview
Co-branding, which is made up of a variety of brand relationships including brand licensing and co-
marketing, is a powerful marketing strategy for delivering on business results. It occurs when two or
more existing brands are combined into a joint product or are marketed together in some fashion. The
following standards and guidelines can enable you to create and communicate strong co-branding
relationships that retain the integrity of our strong 3M brands and trademarks.
Why Use Co-branding?

Co-branding enables a brand to leverage equity it doesn’t have through partnering with other brands.
Successful co-branding relationships can uniquely position a product or service in the market by
virtue of the brands involved, thus creating differentiation in the market place. This can be especially
effective in poorly differentiated categories. As a result, co-branding can generate revenue from the
existing market, as well as reach new customers and channels. Product introduction costs can be
reduced if two well-known brands are combined, leading to accelerating adoption from customers.
Successful co-branding relationships:
Start with both brands having a clear, obvious reason for being in the relationship
Provide clear benefits to why both brands exist and both brands provide value
The co-branding strategy has a clear, consistent communication strategy
Risks of Co-branding
Co-branding is not free. It can raise business risk and impact our brands negatively if not managed
correctly. Through these types of partnerships, we may have a lack of control of how our brands are
used, resulting in negative customer experiences. Risk varies by opportunity and may be a deciding
factor to choose one co-branding strategy over another. For example, applying a co-branding
relationship to marketing materials generally carries less risk than doing so on-product due to
expense and perceived or real liabilities.
Co-branding relationships should be carefully considered with a strong strategy built before they are
executed in market. Our brands are a key point of differentiation for 3M and should be not be given
to our partners to use without thinking through the risks associated with doing so. In addition, for
many types of co-branding relationships, resources – including those that manage the relationship
and audit product quality – must be dedicated in order to ensure brand standards are upheld.

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Types of Co-branding
Co-branding is an umbrella term for many relationship branding connections where one or more
trademarks from two or more companies is used for the marketing of specific goods, services or
events. This section details the types of co-branding relationships.
Determining the Type of Co-branding Relationship

There are several kinds of co-branding relationships that 3M can enter into with another company.
These include ingredient branding, licensed merchandise, sponsorships and third-party relationships.
Based on the objectives and who is providing what, it is possible to determine which type of co-
branding is required.
Categories of Co-branding Relationships
Communications-only co-branding relationships

Joint Marketing: Marketing strategies and communications featuring multiple brands in order to
improve marketing ROI and channel investments
Sponsorship: Linking a brand with a specific event or program to help make emotional connections in
the minds of customers or consumers
Endorsement: Soliciting the endorsement of a content expert or public figure in order to promote or
endorse a product or service
Testimonial: A formal statement of endorsement of a product or service by a content expert or public
figure
Channel (Third-Party Relationships): The utilization of our brands on third-party communications
Media Placement: Leveraging media and product placement opportunities to increase brand
impressions
Retailing: Allowing our trademarks to be used in the direct merchandising and sale of 3M products
Licensed Merchandise: Licensing another company’s protected imagery or trade dress to appear on
or with the licensor’s offerings (in this case, 3M is licensing another company’s trademark)

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Co-branding relationships where 3M is the manufacturer
Joint Marketing: Marketing strategies and communications featuring multiple brands in order to
improve marketing ROI and channel investments
Channel (Third-Party Relationships): The utilization of our brands on third-party communications
Private Labeling: One company supplies products to another company to be marketed under the
second company’s own brand(s)
Licensed Merchandise: Licensing another company’s protected imagery or trade dress to appear on
or with the licensor’s offerings
Co-branding relationships where 3M isn’t the manufacturer

Brand Licensing: A 3M trademark is licensed to another company enabling them to manufacture
product under our brand name
Ingredient Branding: Another company uses a 3M product as an element of its own product and
specifically communicates this value proposition to the end user
Fair Use: One company uses a 3M trademark descriptively (not visually) in reference to their product
Co-branding relationships where 3M and another company jointly manufacturer the

end product
Joint Venture: Two or more companies co-develop a product or service and agree to market it under
both brands or under a shared brand
Ingredient Branding: Another company uses a 3M product as an element of its own product
and specifically communicates this value proposition to the end user through leveraging a
3M trademark
Bundling: A 3M brand is a component of an entire product and is included a kit or piece of a system,
maintaining its identity
More specific information for each type of co-branding relationship, including recommended
scenarios for use, can be found in the relationship-type specific sections of these guidelines.

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Co-branding Development Process

It is critical to the continued strength and integrity of 3M's brands and trademarks that co-branding
relationships be managed in a strategic and consistent way. As a result, the co-branding development
process is thorough and should take at least 3-6 months. Co-branding strategies
and agreements are the first step in ensuring a successful relationship. In addition, effective
communications management helps clarify relationships so that customers are not confused,
and helps ensure the legal protection of investments and assets. The following steps are key to
enabling a successful outcome.
1. Evaluate the Opportunity

Now is the time to take a good hard look at the potential partnership. It is important to thoroughly
think through how this opportunity fits with our business and brand strategies as well as how the
relationship will be managed. The following set of questions can help you to think through.
Business Strategy
What is the business opportunity? How does this align with our current business strategy?
How does it fit with the long-term goals of each partner business? Is there truly value to
both partners?
What impact will this co-branding opportunity have on the business growth targets?
How will this product co-branding tie to our products and how will it help our business?
How does this product support a competitive advantage?
What is the strategic importance of the project? Is it worth the work to get started?
What type of co-branding relationship will deliver the best outcome?

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Brand Fit
What might the impact be to their brand(s) and 3M’s brands?
Do both partners bring brand equities to the relationship?
Does this fit with the 3M product brand promise and vision? Please explain how.
Does this promote the 3M brand in a positive manner? How so?
Does the company/brands we are partnering with have the same premium perception in the
marketplace?
Is the company/brand we are partnering with one that upholds the same ethical standards
as 3M?
Implications/Relationship Management
How long do you expect the co-branding to last? Is this a long- or short-term project?
What will you do if another manufacturer approaches you to co-brand a similar machine? Is this an
exclusive offer, or something you would offer to more manufacturers?
How will the manufacturer use the 3M co-branding relationship? (Will it just be on products? Are
they intending to use it in literature? Will they try to put the logo on other things and how will we
articulate the category?)
What is the lifecycle management plan for this co-branding opportunity? How will it be structured to
properly exit when appropriate? Who will manage this exit strategy?
Who in the division will own and manage this co-branding opportunity, and how will they report on
it? Who will ensure that the agreement is being executed appropriately? Who will approve any
materials, video, communication assets?
What is the specific plan around quality assurance? How often will there be quality checks (on either
the product itself or how our trademarks are being used in communication assets) and who will
manage this audit?
What is the plan for future management of this opportunity? (i.e., when the current marketer leaves,
what kind of documentation is available, what kind of committee will review, etc.)
What will we charge for the use of the 3M brand on this product? (The 3M brand is an incredibly
valuable asset, and we can’t give it away for free to companies)
What kind of company are we working with on this program?
Has the Operating Committee agreed that this is a valuable activity to pursue?
2. Build Co-branding Strategy

Once these questions are answered, the co-branding strategy should be documented clearly. It
should take a long-term view on the partnership and not only lay out business and brand strategy
fit but also articulate how the relationship will be managed over time. Example strategy templates
can be found in the marketing planning templates.
Please note: Corporate Marketing and Design can guide and assist with strategy development.

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3. Internal Reviews
Once the strategy is developed, reviewing the strategy with key stakeholders is required for all
co-branding activities. The levels of review are dependent on the scope and size of the co-branding
opportunity. The type of scenario will impact who needs to review the opportunity, based on
complexity and risk. A typical review process is outlined below.
Review 1 Review 2 Review 3
Business-Specific Opportunities: Division Trademark Counsel Division Leadership

Division brand and global business (Contact will vary based on (Operating Committee)
team; when the opportunity is business)
outside the U.S., it must also be
reviewed by the Country and Area
Marketing/Brand Leaders and
Country/Area legal counsel
Outside the US Corporate
Specific Opportunities:
Country and Area Marketing/Brand
Leaders and Country/Area legal
counsel
4. Negotiate and Secure the Agreement

Know ahead of time what you can negotiate as a part of 3M (e.g., which brands and what types of
arrangements you're allowed to enter into). Contact your legal representative and the Corporate
Marketing Department with any questions. Always remember that co-branding relationships should
be designed with review periods at appropriate intervals and must also contain a termination clause.
A formal agreement is required for all co-branding relationships when another party is leveraging a
3M trademark, even if it’s just in communication. This agreement must be drafted in partnership with
legal counsel. The only exception involves Fair Use.
5. Finalize Communication/Design Elements

Once an agreement is secured, be sure that your alliance partner is complying with all relevant 3M
identity guidelines. It is also a great idea to develop guidelines and standards specific to your
situation. All communication and design elements (e.g., the relationship between two brand logos
visually) must be approved by 3M Brand Design. 3M Brand Design can assist in providing examples
early on as to what design elements should look like, based on past co-branding relationships.

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6. Delivery of Assets
Make certain the delivery of goods and services is done in a manner consistent with 3M identity
standards. Consider implementing quality checks throughout the process. Be sure that your alliance
partner is complying with all relevant 3M identity guidelines. Guidelines and standards specific to this
relationship should be developed.
7. Ongoing Relationship Management

For many types of co-branding, a team should be put in place to evaluate the partnership on
a regular basis. It is important to make sure the partnership is meeting business objectives, and most
importantly, upholding our brand standards. Co-branding relationships must be audited regularly for
product quality and these audits should be documented.

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General Design Guidelines

Co-branding and Licensing Design Principles
Make the relationship clear: Co-branded Relationship
 Representation typically should never be 50/50%
 Determine who is the “Host” and who is the “Guest”
 Overall layout leverages host brand identity
 Host logo is typically 3-4 times larger
 Guest brand presence needs to be clarified
Key Principles
What is the Business Situation?
Is the relationship clear?
How this beneficial to 3M?
Examples of unclear relationships or incorrect application:

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Using the 3M Logo

The 3M logo is a key element of our brand identity. Its consistent usage enhances marketplace
recognition. Refer to the 3M Logo Standards on Brand Central for more information. Contact
3M Brand Design at Brand Central if you have questions about using the 3M logo.
Third-party affiliates should avoid the following:

 Do not re-create the 3M logo from type
 Do not show the 3M logo in any color other than 3M Red or black; never reverse to white
 Do not use the 3M logo in a way that implies that 3M is a part of your firm or that you are
part of 3M
 Do not list your company under the name 3M or a 3M product name unless your 3M
contact has authorized it
 The 3M logo may not be used to visually imply that you sell all of 3M’s products
Incorrect Logo Usage

The examples below demonstrate incorrect uses of the 3M logo.
Don’t link any text to the left, right or top of the logo.
Don’t use more than one logo per visual surface.
Don’t use the logo with, or as part of, another logo or symbol or create a logo-like graphic that
competes with the logo.
Don’t add the word “Company” or trademark or registration symbols (™ or ®) to the logo.
Don’t use the logo in headlines or sentences. Use the letters “3M” in the same font and color as the
corresponding text.
Don’t reverse the logo to white, use it in any color other than 3M Red or apply the logo on
low-contrast backgrounds.
Don’t rotate, invert, spin, angle or pivot the logo.
Don’t skew, bevel, fold, dimensionalize, stretch, add a drop shadow or otherwise alter the shape of the logo.
3M Don’t recreate the logo from type.
Don’t grant permission for other companies to use the 3M logo without approval from 3M Legal.
Don’t add an outline around the logo.

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Opportunity for a Consistent Relationship Carrier when 3M is a “Guest”

Many different scenarios can leverage a relationship badge that incorporates the 3M logo
into a carrier that describes the relationship and maintains the integrity of the 3M logo.
Details:
 Maintains integrity of red 3M logo on white with a closed carrier
 Contains a generic descriptor or term that identifies what 3M is providing
 May contain a relationship descriptor (featuring, made with, we use)
Examples:
Adhesive
Tape

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Protecting 3M Trademarks
Using 3M trademarks correctly protects their value. Every time you mention a 3M product in your
communications, use its full and accurate legal trademarked name.
The purpose of a trademark is to identify products and distinguish them from those manufactured and
sold by others. The only way to be sure a trademark is legally protected is to use it properly and
consistently in all communications in exactly the way it was registered.
 When trademarks appear in print, they must be distinguished from other words and identified
as a trademark
 A trademark must always be used as a proper adjective, and must be followed by a generic
descriptor that ends in a noun that is pertinent and approved for the trademark
 Model or product numbers should follow the generic descriptor
 The ™ symbol is used to indicate the end of a trademark except for situations where a brand is
registered and marked with a ®. Examples include Post-it® brand and Scotch® brand.
 Begin each product name with 3M™ (except for these 3M brands: Post-it®, Scotch®, Scotch-
Brite®, Scotch-Blue™, Nexcare™, Filtrete™, Command™, Bondo™, FUTURO™, ACE™,
Viscoplast™, Spofaplast™, TENSOR™, Scotchgard™). For specific information on any of these
brands, speak to your 3M contact.
 Never use the ™ or ® symbol with the 3M logo
 If you can't set the trademark symbols (™ or ® in USA; outside USA, check with your 3M
contact) in superscript, use parentheses, as in 3M(TM)
 If you're unsure about how to use a trademark correctly, ask your general legal counsel.

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Use of the Tagline: 3M Science. Applied to Life™

The 3M tagline is used to tell the 3M story and is typically not meant to represent 3M in mixed
company like in co-branding. It can be used when the event or touchpoint is exclusively 3M.
When the tagline can be used in co-branding

 In areas or applications where 3M is the host
 In a 100% dedicated space for 3M branding by a channel or retailer host, designed by 3M
- an ad space
- a web page or catalog page/section dedicated to 3M
- a point-of-sale area or display
 When 3M is a title sponsor of an event
When the tagline should not be used

 On packaging of any kind
 When 3M is a basic or co-sponsor sponsor of an event
 When 3M is in a group of other companies or brands as featured by a retailer
 On business cards, stationery, signage or vehicles of any other company

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Scenario-specific Guidelines
Joint Marketing
Joint marketing refers to marketing strategies and communications featuring multiple brands. These
relationships can help improve marketing ROI and channel investments through combining efforts.
Both parties invest in commercialization dollars. Joint marketing differs from a joint venture in that it
deals with commercialization and marketing dollars, rather than equity. The prominence of each logo
generally is relative to its use as a primary or secondary contributor. Joint marketing differs from
third-party relationships because both brands are present on the product itself. Normally, third-party
relationships have both brands on literature and sales materials, but only the manufacturer is present
on the product.
Keys for Success

 Identify and maintain Host and Guest roles and keep consistent in order to lessen customer
confusion
 Assignment of roles might also be based on level of investment or perceived liabilities
 Reinforce the host brand promise
 Reinforce the guest brand promise
Cautions
 Avoid exploitation of guest brand; once market penetration or brand equity has been
achieved, host might abandon guest brand
 Avoid competing brand promises
Hard cups
(3M packaging mentioning Iwata)

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Design considerations for implementation

 The “host” company's logo or brand mark must have visual prominence on all product display
surfaces
 The ingredient signature must be used in adherence with the brand and trade dress guidelines
 Host product artwork must be approved by 3M's Business Unit Marketing Manager,
the Marketing Communications Manager for the brand, 3M Design and the Intellectual
Property Counsel

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Sponsorships
Sponsorships are an effective way to link 3M with events or programs that help make emotional
connections in the minds of consumers and the larger community.
3M as Sole Sponsor
When 3M is the sole sponsor of an event, a cause, an organization or a public broadcast program, the
3M logo should be treated according to the general standards of the medium in which it appears. It
should have a relationship descriptor in a stacked format, such as “sponsored by.”
Levels of Sponsorship – If 3M is responsible for an entire program, it is appropriate to use the 3M
logo as in Option 1 below. If 3M has only partial responsibility for a program, use the sponsorship line
in text only as in Option 2.
Option 1 Option 2
Sponsored by
CHAMPIONSHIP
Presented by Post-it® Products

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Standards
 It is preferable to use the logo in red, but if printing in one or two colors, the 3M logo may
appear in black
 Using “sponsored by 3M” in plain body text is an alternative to using the 3M logo
 Do not use the logo as a read-through
3M Shared Sponsorship
The level of prominence the 3M logo gets should match the level of sponsorship. For example, if 3M
shares equal sponsorship with another company, the logos should get equal prominence. The logo’s
impact should be secondary to the overall message of the piece.
3M Guidance
 Licensing agreement, use of trademark protection and design standards are required
 Licensor business must monitor the relationship

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Testimonials/Endorsements
3M at times will solicit the endorsement of a content expert or a public figure to promote or endorse
a product or service. 3M rarely to never provides testimonials or endorsements to other entities.
Testimonials are almost another form of Joint Marketing.
Keys for Success

 Identify and maintain host and guest roles; the guest is always the endorser
 Reinforce the host brand promise
 Reinforce the guest brand promise
 Endorsements typically are short-term programs
Cautions
 Avoid exploitation of host brand – once market penetration or brand equity has been achieved
by the guest, it might go into competition with the host brand; avoid competing brand
promises

 The “guest” company's logo or brand/personality might have visual prominence on all product
display surfaces
 Ensure the relationships and messages are clear
3M Guidance
 The licensed elements may either be dominant or subordinate to the 3M identity or host
product; this choice is dependent on the licensed brand's policy or brand strategy, as well as
3M's intent for licensing the trademark

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Media & Product Placement

Making the best use of media and product placement opportunities can greatly increase the number
of earned brand impressions for little to no cost. Like all co-branding opportunities, these placements
must be managed carefully.

 The content or event for which the 3M brand(s) are used must be consistent with 3M’s brand
reputation. Usage should uphold the brand’s purpose.
 The placed elements visible must be used in adherence with the brand and trade dress
guidelines.
3M Policy
 To appear in scripted media, a Licensing agreement, use of trademark protection and design
standards are required.
 Licensor business must develop, get approvals and monitor the relationship.
 Approvals required by Corporate Brand Strategy and Brand Design as well as business
representation.
 3M-produced brand placement at events does not require a license.
 Journalistic content does not require a license.

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Retailing
“Retailing” is allowing our trademarks to be used in the direct merchandising and sale of 3M
products. Licenses are typically very simple, due to the clear relationship. The retailer might use an
image of the product and/or display a logo next to an image of a product.
Benefits
Retailers provide an opportunity for billions of brand impressions through their high‐traffic properties, both
physical and online. Consider – in addition to a product or package image – allowing a brand logo to accompany
the image or be included in it to add impact and increase brand impressions.
3M Guidance
 It must be clear who the retailer is and who is the manufacturer of the product
 3M trademarks must be in close relationship to the 3M product and not the retailer

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Licensed Merchandise
Licensed merchandise refers to any situation where a company (in this case, 3M) licenses another
company's protected imagery or trade dress (e.g., logos, cartoon characters, color systems) to appear
on or with the licensor's offerings. The licensed elements typically provide no performance benefit,
but are purely decorative or aesthetic in nature.
Benefits
The relationship with traditional target audiences can be strengthened with the addition of licensed
trademark elements (e.g., Disney® characters, the NASCAR™ logo) by leveraging their equity and
related loyalty in connection with the host product. This can increase consideration and purchase
with a target audience that has a strong association with this brand.
In addition, licensed merchandise can target specific audiences, pique interest and appeal to various
groups that otherwise might not be considered a target market, but could influence purchase
decisions. For example, Scotch® Transparent Tape with Disney® characters can attract children.
Children are not the primary target market for purchasing tape, but they would now influence the
purchase decision.
3M Guidance
 The licensed elements may either be dominant or subordinate to the 3M identity or host
product; this choice is dependent on the licensed brand’s policy or brand strategy, as well as
3M’s intent for licensing the trademark
 It must be clear who the manufacturer of the product is

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Private Labeling
Private Labeling refers to situations where one company supplies products to another company
to be marketed under the second company's own brand(s). In private labeling there is no usage or
reference to the source company or its brands, other than the minimum to meet legal requirements.
This includes all elements of trade dress, including color. In a private label situation, the manufacturer
remains invisible to the end-user customer.
There are two private label situations:
 3M provides finished goods to another party for sale under their brand(s)
 Another party provides finished goods to 3M to sell under our brand(s)
Benefits
Private labeling is one way sellers add value to their brands by leveraging products from an
established, quality manufacturer (such as 3M). But the value of the 3M brand is diluted if the
private-label products do not support the seller's or the 3M product brand promise.
3M Guidance
 Manufacturer’s brands cannot be used, whether the manufacturer is 3M or another company
 Whenever possible, references to the manufacturer itself will not be used – unless legal
requirements for that particular product so stipulate; check with your legal representative to
determine which is required
 No brand trade dress element belonging to the manufacturer can be shown on the private
label product or be used to market the private label product
Universal brand removable The color purple in abrasives

notes are manufactured by is a trademark of 3M. If 3M
3M, but marketed by Universal. produces an abrasive product
In some cases, listing the in a private label relationship,
manufacturer by name may the purple color cannot be
be required. In other cases incorporated in the product.
of private labeling, the If it were, the consumer would
manufacturing company would be confused – and the value and
be invisible. With only the distiction of this 3M trade dress
marketing company name seen element would be eroded.
by the consumer.

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Brand Licensing
Brand licensing occurs when a 3M trademark is licensed to another company, enabling them to
manufacturer product under our brand name. Since these relationships involve giving another
organization control over how a customer experiences our valuable brands, these opportunities
should be considered with enhanced scrutiny. Inappropriate use of our brands can dilute our brand
and our relationships with our customers.
Brand licensing can be an effective tool for generating extra revenue through extending a brand
to a new product or product line without the upfront manufacturing costs. It can also help enhance a
brand’s image through extension into complementary products.
In order to maintain the integrity of our brands, all brand licensing relationships should have strict
quality assurance in place (quarterly) and involve the licensee paying a loyalty fee for using our
brands.
3M Guidance
 The licensing partner in an opportunity including its brands must meet the standards of 3M,
including being seen as an organization with which we are proud to partner
 The product licensing of our brand must meet our quality standards and brand promise
 It must be clear who the manufacturer of the product is; if the purpose of the relationship
is to contract manufacturing 3M, 3M will be the leading brand
 The business licensing the brand must monitor the relationship with quarterly quality audits
 Brand licensing agreements must be approved by the Business Group EVP

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Ingredient Branding
Ingredient branding occurs when another company uses a 3M product as an element of its own
product. Ingredient branding increases awareness and communicates to a wide audience the benefits
that 3M products and services can provide. The guidelines for ingredient branding are designed to
set usage standards for all such instances. The product being included is called the “ingredient.” The
product that incorporates the ingredient is called the “host.”
Ingredient brands often send a signal of quality to customers and can potentially command a
higher priced premium. They can also provide differentiation, especially in markets where it can
be difficult to do so. Ingredient brands can potentially lower the risk of purchase for customers,
especially in the case of a new product introduction. For the ingredient brand, the benefit can include
access to new markets and product categories.
Similar to brand licensing, these opportunities should be considered with enhanced scrutiny, since we
are giving control of our strong brands to another company. Inappropriate use of our brands can
dilute our brand and our relationships with our customers.
Keys for Success

 Reinforces the host brand promise
 Reinforces the ingredient brand promise
 Builds the ingredient brand relationship with the end user
 Focuses on long-term asset growth
Cautions
 Avoid exploitation of ingredient brand
 Maintain continuity through long-term management
 All ingredient brand artwork will be endorsed with the 3M logo

 The “host” company’s logo or brand mark must have visual prominence on all product display
surfaces
 The ingredient signature must be used in adherence with the brand and trade dress guidelines
 Host product artwork must be approved by 3M’s Business Unit Marketing Manager,
the Marketing Communications Manager for the brand, 3M Design and the Intellectual
Property Counsel

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Examples:
3M Policy
 The licensing partner in an opportunity including its brands must meet the standards of 3M
including being seen as an organization with which we are proud to partner
 The product licensing our brand must meet our quality standards and brand promise
 Licensor business must develop, get approvals and monitor the relationship
 Approvals are required by Business Group EVP

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Fair Use
This guideline is intended as a reference aid in the event that a 3M customer wishes to declare that
their company has used a 3M component in their own product. This should not be used as a strategic
alternative to licensing the 3M brand.
3M is a manufacturer of high quality, innovative products and seeks to maintain a favorable
reputation with our customers (OEMs and ultimate end-users/consumers). The following guidelines
and examples are to ensure accurate communications.
Check with local legal counsel as fair use varies based on jurisdiction.
3M Guidelines
 The reference to the product made by 3M must be specific to the component.
Example: “Exhaust filter manufactured by 3M company”
 The reference cannot be highlighted, bolded or made more prominent than other
descriptions of product features
 The reference cannot be connected to any performance claims
 This guideline does not grant permission to use the 3M logo
 3M is to appear in the same size and typeface as other information text in the design
 Do not use red for the 3M letters

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Joint Ventures
A joint venture is when two or more companies co-develop a product or service and agree to market
it under both brands or create a third, shared brand.
A joint venture differs from joint marketing in that it deals with equity rather than commercialization
dollars. Prominence of each brand involved generally reflects the level of investment each company
brings to the venture.
Benefits
Joint ventures are an effective means of leveraging the brand marks or reputations of other
companies in a common effort. A joint venture also can provide economic benefits, such as shared
R&D investments and lower marketing costs.
Approved Options
The Durel Corporation leverages 3M and the Rogers Corporation

by name only. This is intended to build brand equity in Durel.
3M enters many joint ventures, two of which are seen here.

Dyneon eventually became a wholly-owned subsidiary of
3M. The tagline, “A 3m-Hoechst Enterprise” was changed to
“A 3M Company.”
3M Guidelines
 The joint-venture agreement must address ownership of the brands that will be involved in the
joint venture
 All 3M brands used by the joint venture return to 3M at the termination of the joint venture,
unless otherwise stipulated in the agreement
 The joint venture must use 3M brands in a way consistent with the Brand Asset Management
policy unless those brands are used only in connection with the joint venture
 The role(s) of 3M brand(s) must be clear relative to any other brands that are used
 Joint ventures that do not utilize any 3M brands are exempt from the co-branding policy
 Licensor business must develop, get approvals and monitor the relationship
 Reviews are required by Business Group EVP

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Bundling
Bundling differs from Ingredient Branding in that the 3M component is an entire product
and is included as part of a kit or component system. The 3M brand identity remains the same.
Representation is typically as a guest, with a description mentioning its inclusion, but leveraging the
full, but self-contained brand.

 The “host” company's logo or brand mark must have visual prominence on all product display
surfaces
 The bundle signature must be used in adherence with the brand and Trade Dress guidelines
 Host product artwork must be approved by 3M’s Business Unit Marketing Manager, the
Marketing Communications Manager for the brand and the Intellectual Property Counsel
Keys for Success

 Reinforces the host brand promise
 Reinforces the ingredient brand promise
Cautions
 Be aware of possible exploitation of bundled brand: builds host equity and dropped later
 Can be difficult to focus on long-term asset growth
 All bundled brand artwork will be endorsed with the 3M logo
Mix & Spray System

(Anest Iwata packaging)
3M Guidelines

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Channel Relationships
By partnering with other leading companies to develop and market innovative products and services,
we both can extend market reach, increase revenue streams and reduce costs. For both parties to
benefit, it is important that the customer understands the relationship between 3M and the third
party.

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Looking at any communication with a third-party relationship, can you easily answer
this question:
Is it a 3M communication, or a third-party communication?
Available from:
If you aren’t sure, then the customer won’t be sure either.

Why does this matter? Because if there is a problem or question, customers need to understand who
is responsible and who can help them. Also, a clear relationship is critical to protecting 3M’s brand
assets. Whether you come from a 3M business or from a third-party affiliated company, we’ve
provided standards, examples and tools to guide the creation of your communications.
Third-party Communications Leveraging 3M (pg.3)
How authorized affiliates can leverage and protect the 3M brand
3M Communications Mentioning a Third-Party (pg.25)

How 3M professionals can communicate about relationships with authorized third-party affiliates
General Guidelines (pg.29)

How to use the 3M logo and trademarks, as well as manage the third-party relationship

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Third-Party Communications Leveraging 3M

3M Alone: Applications
3M with Other Third Parties: Applications
If you are an authorized affiliate who wants to leverage your relationship with 3M, this section
is for you.
Make Your Identity the Most Prominent

The examples and standards outlined here are designed to make it easy for customers to tell that your
communications are from you — not from 3M. While it is beneficial to you, to 3M and to your
customer to show your relationship with 3M, your identity should be the most prominent.
Your brand, company name or logo should be more visible than 3M’s. To make sure of this, show
your company’s logo at least 2 times the M-height of the 3M logo, and ideally 3 or 4 times the
M-height. Usually, your logo should be 2 times the height of the 3M authorized relationship artwork,
as shown in the example below.
Explain Your Affiliation with 3M

Always clarify your relationship to 3M when you use the 3M logo. The text that describes this
relationship should appear stacked underneath the 3M logo, as shown in the artwork below.
(Retailers are exempt from this requirement).
Set the descriptive text in 3M Circular Book, uppercase and lowercase. Show the descriptive text in
black on white or light backgrounds and in white on dark backgrounds. Use 3M Red for the 3M logo
whenever possible. Use black for the 3M logo only when one-color reproduction in required.
The following are some of the descriptive phrases you might use. The final selection is determined by
the legal arrangements you have with 3M:
• Authorized Distributor • Authorized Fabricator
• Authorized Applicator • Approved Converter
• Approved Sealer
• Manufacturer's Representative

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Indicate the 3M products or services that you represent. However, do not use a 3M business unit
designator, such as a division, department or project.
Even if you represent more than one 3M business or product, there should be only one 3M logo
displayed or linked to a category in your communications.
3M Alone
Most of the time, when companies show their relationship with 3M, it is as a sole reference.
The company is only communicating its own identity and their specific affiliation with 3M – not with
3M and a group of other companies or brands.
The applications linked here illustrate this sole reference situation.
Applications
Advertising Promotional Items
Directory Listings Signage and Storefronts
Email Social Media
Exhibits and Displays Stationery
Literature and Promotional Flyers Websites
Presentations Web Banners
Vehicles

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3M Alone: Advertising
Well-executed and thoughtfully placed advertising has a significant impact on any company’s
identity. So advertising merits special attention when communicating third-party relationships.
 The final design always should look like a third-party advertisement, not an ad from 3M. Avoid
placing the 3M logo and descriptor in a corner that can be perceived as the sign-off or
originator of the ad.
 Make sure the 3M logo doesn’t dominate yours. Show your company’s logo 2 to 4 times larger
than the 3M logo. Usually, your logo should be 2 times the height of the 3M authorized
relationship artwork, as shown in the example below.
 Explain your affiliation with 3M using the proper authorized-relationship artwork.
3M Alone: Directory Listings

In addition to the general guidelines for third-party communications, keep these standards in mind:
 Directory listings always should appear under the third-party company name
 Emphasize your company name by printing it in boldface type or in the largest size
within the listing
 Do not use the name 3M or a 3M product name for the directory listing

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3M Alone: Email
If you are a 3M authorized dealer, distributor or fabricator developing an email that features
3M products and services, the following guidelines will help you to use 3M assets and standards
correctly.
 The final design always should look like a third-party email, not an email from 3M
 Make sure the 3M logo doesn’t dominate yours. Show your
company’s logo 2 to 4 times larger than the 3M logo. Usually,
your logo should be 2 timesthe height of the 3M-authorized
relationship artwork, as shown in the example here.
 Explain your affiliation to 3M using the proper authorized-
relationship artwork
 Note that it is very important that you do not frame a 3M website within your email
 Remember, the 3M logo should never appear in your email banner
 The text identifying your relationship to 3M may be anywhere other than on your banner;
the 3M logo or a 3M product name should never appear within your email banner
 Always display the 3M logo in 3M Red – On-screen values = R: 255/G: 0/B: 0
 The text identifying your relationship to 3M may be black or reversed to white;
avoid red text
 Do not use graphic images from 3M.com without first obtaining permission from your
3M contact
 Do not use the 3M logo within text; any references made to 3M within text should appear in
the same type as the surrounding text

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 Only use the 3M logo with identifying copy (e.g., “authorized dealer”); the 3M logo with
identifying copy can be an image map that links to 3M.com
 Do not use the 3M logo as part of a text hot link; hot links to 3M.com that appear in text
format should appear in the same type as the surrounding text
 Never use 3M or a 3M product name as your domain identifier – it must follow the domain
slash separator; using 3M or a 3M product name in your domain identifier implies to the Web
user that you are part of 3M

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3M Alone: Exhibits and Displays

 Use the authorized 3M artwork at your trade shows and other displays to promote your
relationship with 3M.
 The 3M affiliation is more appropriate at eye level, rather than at “sky” level.

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3M Alone: Literature and Promotional Flyers

These examples reflect the application of the basic guidelines for communications
from a third party:
 The final design always should look like third-party literature, not literature from 3M.
your logo should be 2 times the height of the 3M-authorized
relationship artwork.
3M Alone: Presentations
Presentations – so much a part of day-to-day business – offer an often overlooked opportunity to
build brands. In addition to the treatments outlined in our General Guidelines, the following standards
apply to third-party videos, Microsoft PowerPoint® presentations and other multimedia platforms.
 Always show the 3M logo in 3M Red (Print: C:0; M:90; Y:100; K:0 or
Onscreen: R: 255; G: 0; B: 0)
 Use the 3M affiliation on:
– Title or introduction
– Closing slide or frame
 Do not show 3M within a header or footer element throughout the presentation

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3M Alone: Promotional Items

The 3M-authorized artwork may be used on branded merchandise when your company logo
also is displayed more prominently.

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3M Alone: Signage and Storefronts

from a third party:
relationship artwork, as shown below.
 Explain your affiliation to 3M using the proper authorized-relationship artwork. Make sure
that the signage design incorporates the third-party logo or at least the business name,
if no logo is used. Don’t create the impression that the third-party location is a 3M store
or facility.

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3M Alone: Social Media

Social Media Pages
If you are a 3M authorized dealer, distributor or fabricator developing social media pages that feature
correctly.
 Explain your affiliation to 3M using the proper authorized-relationship artwork

 Include this affiliation in the upper right hand side of the profile image
 Tag @3M in social post copy and images
 Include the appropriate 3M branding in social content; see the next section for details
 The text identifying your relationship to 3M may be black or reversed to white; avoid
red text
3M contact
 Make sure the 3M logo doesn’t dominate yours. Your logo should be noticeably larger than
the 3M-authorized relationship artwork

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 Do not misrepresent your affiliation with 3M

Incorrect:
 Do not include 3M or other trademarks in your URL or profile name

Correct:
Incorrect:

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 Do not use the 3M logo as your social profile image, or as part of it
Correct:
Incorrect:
 Do not improperly utilize and position 3M branding in social content; see the next section for
details.
Correct:
Incorrect:
Products

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Social Media Content
If you are a 3M authorized dealer, distributor or fabricator developing social media content that
features 3M products and services, the following guidelines will help you to use 3M assets and
standards correctly.
 “3M Authorized Reseller” Placement: As an authorized reseller, you have branding options.
Use the 3M Authorized Reseller logo lockup, or the 3M logo. Placement is recommended in
the lower third on the left or right.
or
Authorized
Reseller

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 “Featuring 3M Products” Placement: Authorized resellers can utilize the Featuring 3M logo
lockup, the 3M logo, or simply display the 3M product prominently in the image; logo
placement is recommended in the lower third, left or right side.
or

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 Dominant Brand Sponsorship: When you are the dominant brand in an authorized
sponsorship you can use the guide below to build an official sponsorship logo lockup;
placement is recommended in the upper left corner

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3M Alone: Stationery
These examples reflect the application of the basic guidelines for communications from
a third party:
than the 3M logo. Usually, your logo should be 2 times the height of the 3M authorized-
 Explain your affiliation with 3M using the proper authorized-relationship artwork.
Expressing the relationship with 3M is not allowed on third-party invoices, nor
recommended for personal communications.
 Do not use the 3M logo on third-party envelopes.
3M Alone: Websites
If you are a 3M authorized dealer, distributor or fabricator developing a website that features
correctly.

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 Note that it is very important that you do not frame a 3M website within your site
 Remember, the 3M logo should never appear in your website banner
 The text identifying your relationship to 3M may be anywhere other than on your banner; the
3M logo or a 3M product name should never appear within your home page banner or page
headers
 The text identifying your relationship to 3M may be black or reversed to white; avoid
red text
3M contact
 Never use 3M or a 3M product name as your domain identifier – it must follow the domain
slash separator; using 3M or a 3M product name in your domain identifier implies to the Web
user that you are part of 3M

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3M Alone: Web Banners

If you are a 3M authorized dealer, distributor or fabricator developing a web banner that features
correctly.
 The final design always should look like a third-party web banner, not a web banner from 3M.
your logo should be 2 timesthe height of the 3M-authorized
relationship artwork.
 Do not use the 3M logo within text; any references made to 3M within text
should appear in the same type as the surrounding text.
 Use the 3M logo only with identifying copy (e.g., “authorized dealer”); the 3M logo with
identifying copy can be an image map that links to 3M.com.
 Do not use the 3M logo as part of a text hot link. Hot links to 3M.com that appear in text
format should appear in the same type as the surrounding text.

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3M Alone: Vehicles
from a third party.
 Make sure the 3M logo doesn’t dominate yours. Show your company’s logo
2 to 4 times larger than the 3M logo. Usually, your logo should be 2 times the
height of the 3M authorized relationship artwork, as shown below.
 Explain your affiliation to 3M using the proper authorized-relationship artwork.


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3M with Other Third Parties

Sometimes companies refer to 3M in a group of affiliates. When 3M is referenced as part of a group,
different standards apply than those for 3M as sole reference.
The applications linked here illustrate this group reference situation.
Applications
Advertising Promotional Items
Directory Listings Signage and Storefronts
Email Stationery
Exhibits and Displays Websites
Literature and Promotional Flyers Web Banners
Presentations Vehicles
3M with Other Third Parties: Advertising

Well-executed and thoughtfully placed advertising has a significant impact on any company’s
identity. So, advertising merits special attention when communicating third-party relationships.
 The final design always should look like a third-party advertisement, not an ad from 3M or any
of the other affiliates
 Do not use the authorized-relationship artwork; instead, use just the 3M logo in 3M Red
 Near the group of affiliated logos include a clarifying statement about the type of relationship,
such as “Authorized Dealer” or “Manufacturers’ Representative”
 Make sure that the host third-party logo is more prominent than the 3M logo or the logos of
the other affiliated companies
 Scale the 3M logo and the other affiliate logos in a similar size, and group them away from the
host third-party logo

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3M with Other Third Parties: Directory Listings

In addition to the general guidelines for third-party communications referring to groups of affiliates,
keep these standards in mind:
 Directory listings always should appear under the third-party company name
 Emphasize your company name by printing it in boldface type or in the largest size within the
listing
 Do not use the name 3M or a 3M product name for the directory listing
3M with Other Third Parties: Email

If you are a 3M authorized dealer, distributor or fabricator developing an email that features 3M
products or services in conjunction with those from other affiliated companies, the following
guidelines will help you to use 3M assets and standards correctly.
 The final design always should look like a third-party email, not an email from 3M or any of the
other affiliates
 Do not use the authorized-relationship artwork; instead, always display the 3M logo in
3M Red (R: 255/G: 0/B: 0)
 The 3M logo can be an image map that links to 3M.com, or to content about 3M products
within the third-party site
 Make sure that the third-party logo is more prominent than the 3M logo or the logos of the
other affiliated companies

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 Scale the 3M logo and the other affiliate logos in a similar size and group them away from the
third-party logo
 Note that it is very important that you do not frame a 3M website within your email
 The 3M logo or a 3M product name should never appear within your email
3M contact
 Never use 3M or a 3M product name as your domain identifier — it must follow the domain
slash separator; using 3M or a 3M product name in your domain identifier implies to the
Web user that you are part of 3M
3M with Other Third Parties: Exhibits and Displays

The 3M logo can be used in conjunction with the logos of other affiliated companies to promote
multiple relationships. Display your company’s logo 2 or 3 times larger than the 3M logo and the
other affiliated logos.

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3M with Other Third Parties: Literature and Promotional Flyers

This example illustrates third-party literature where 3M is one of a number of affiliations that are
shown together.
 Do not use the authorized relationship artwork; instead, use just the 3M logo in 3M Red
 Near the group of affiliated logos, include a clarifying statement about the type of relationship,
third-party logo
3M with Other Third Parties: Presentations

This example illustrates a third-party presentation visual where 3M is one of a number of affiliations
that are shown together. Use this approach for a group reference situation within third-party videos,
Microsoft PowerPoint® presentations and other multimedia platforms.
 Do not use the authorized relationship artwork. Instead, use just the 3M logo in 3M Red
other affiliated companies. Scale the 3M logo and the other affiliate logos in a similar size and
group them away from the third-party logo
 Use the 3M affiliation on:
– Title or introduction
– Closing slide or frame
 Do not show 3M within a header or footer element throughout the presentation

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3M with Other Third Parties: Promotional Items

The 3M logo may be used on branded merchandise with the logos of other affiliated companies
when your company logo also is displayed more prominently.

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3M with Other Third Parties: Signage and Storefronts

This example shows a third-party sign where 3M is one of a number of affiliations that are shown
together.
third-party logo

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3M with Other Third Parties: Stationery

These examples reflect the application of the basic guidelines for communications from a third party
when 3M is one of a number of affiliations that are shown together.
 Expressing the relationship with 3M is not allowed on third-party invoices, nor recommended
for personal communications
 Do not use the 3M logo on third-party envelopes
Incorrect

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3M with Other Third Parties: Websites

If you are a 3M authorized dealer, distributor or fabricator developing a website that features
3M products or services in conjunction with those from other affiliated companies, the following
 Do not use the authorized-relationship artwork; instead, always display the 3M logo in
3M Red (R: 255/G: 0/B: 0)
 The 3M logo can be an image map that links to 3M.com, or to content about 3M products
within the third-party site
 Scale the 3M logo and the other affiliate logos in a similar size and group them away from
the third-party logo
 Note that it is very important that you do not frame a 3M website within your site
 The 3M logo or a 3M product name should never appear within your home page banner or
page headers
3M contact
 Never use 3M or a 3M product name as your domain identifier — it must follow the domain
slash separator; using 3M or a 3M product name in your domain identifier implies to the
Web user that you are part of 3M

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3M with Other Third Parties: Web Banners

If you are a 3M authorized dealer, distributor or fabricator developing a web banner that features
3M products or services in conjunction with those from other affiliated companies, the following
 The final design always should look like a third-party web banner, not a web banner from
3M or any of the other affiliates
 Do not use the authorized-relationship artwork; instead, use just the 3M logo in 3M Red
 Make sure that the host third-party logo is more prominent than the 3M logo or the logos of
the other affiliated companies
 Scale the 3M logo and the other affiliate logos in a similar size, and group them away from the
 Do not useDo not use the 3M logo within text; any references made to 3M within text should
appear in the same type as the surrounding text

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3M with Other Third Parties: Vehicles

These examples illustrate a third-party vehicle where 3M is one of a number of affiliations
that are shown together.
third-party logo

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3M Communications Mentioning a Third Party

The examples and standards outlined here are designed to make it easy for customers to tell that the
original communication is from 3M – with an accommodation for the third-party affiliate.
There are two general approaches to showing a third-party affiliation within 3M communications.
A minimal third-party reference simply identifies the third-party relationship with a descriptor and the
affiliate's logo. The other approach leverages a defined zone to communicate the third-party
connection, offering more space and latitude to incorporate messages and visuals about the
third party.
No matter which approach you take, certain standards always will apply:
 Make the 3M identity the most prominent
 Follow general 3M identity standards for the communication you are creating
 Clarify the relationship between 3M and the affiliated company based on the precise legal
arrangements in place
Use of the tagline: 3M Science. Applied to Life™

The 3M tagline is used to tell the 3M story and is typically not meant to represent 3M in mixed
company like in co-branding. It can be used when the event or touchpoint is exclusively 3M.
When the tagline can be used in co-branding

 In areas or applications where 3M is the host
 In a 100% dedicated space for 3M branding by a channel or retailer host
- an ad space
- a web page or catalog page/section dedicated to 3M
- a point-of-sale area or display
 When 3M is a title sponsor of an event
When the tagline should not be used
 On packaging of any kind
 When 3M is a basic or co-sponsor sponsor of an event
 When 3M is in a group of other companies or brands as featured by a retailer
 On business cards, stationery, signage or vehicles of any other company

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Minimal Third-Party Reference –

Simple identification of the third-party relationship
Most of the time, 3M communications mentioning a third party will simply identify the relationship
with copy and the affiliate’s logo. These applications illustrate this simple identification, or Minimal
Third-Party Reference, approach.
Applications
Advertising
Literature and Promotional Flyers
Packaging
Third-Party Zone –
Creating a defined zone to communicate the third-party connection
A specified zone is created to communicate the third-party connection. The zone offers more space
and the latitude to incorporate messages and visuals about the third party beyond a logo.
Applications
Advertising
Literature and Promotional Flyers

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Minimal Third-Party Reference: Advertising

This example shows Minimal Third-Party Reference, or simple identification, of a third-party
relationship in 3M advertising.
 As with any 3M communication, follow general 3M identity standards for the advertisement
that you are creating
 Place the third-party logo and relationship copy (such as “Distributed by”) in a location clearly
separated from the 3M logo
 Scale the third-party logo at 1/2 to 3/4 the M-height of the 3M logo; the goal is to
maintain the prominence of the 3M logo and make clear that the ad is from 3M, and not
the third party
Minimal Third-Party Reference: Literature and Promotional Flyers

This example shows a Minimal Third-Party Reference, or simple identification, of a third-party
relationship in 3M literature.
 Place the third-party logo and relationship copy (such as “Distributed by”) in a location clearly
separated from the 3M logo; this preserves 3M's prominence
 Scale the third-party logo at 1/2 to 3/4 the M-height of the 3M logo
Available from:

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Minimal Third-Party Reference: Packaging

This example shows Minimal Third-Party Reference, or simple identification, of a third-party
relationship on 3M packaging. Packaging typically will not employ the other approach, where a
defined zone is leveraged to communicate the third-party connection.
 As with any 3M communication, follow general 3M identity standards for the package
that you are creating
 Place the third-party logo and relationship copy (such as “Distributed by) in a location clearly
separated from the 3M logo; if the 3M logo is in the upper left hand corner, put the third-party
information in the lower right
 Scale the third-party logo at 1/2 the M-height of the 3M logo or smaller; the goal is to maintain
the prominence of the 3M logo and make clear that the product is from 3M, and not the third
party
Package with logo

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Third-Party Zone: Advertising

These examples show identification of a third-party relationship in 3M advertising via a Third-Party
Zone. A special zone is created to contain elements beyond the third-party logo. This zone can
include color, a tag line, illustrations, photographs and contact information specific to the third party.
The zone always will be a strip along the bottom of the ad. On a full-page, letter size ad, the strip is
1 inch tall by the full 8.5 inches wide, so a ratio of 10 to 1 is established between 3M “real estate” and
that of the third party. Other ad formats may use different proportions. The goal is to make the 3M
identity most prominent and make clear that the ad is from 3M, and not the third party.
As with all communications mentioning a third party:
 Follow general 3M identity standards
for the ad that you are creating
 Clarify the relationship between 3M
and the affiliated company based on
the precise legal arrangements in place
Third-Party Zone: Literature and Promotional Flyers

These examples show identification of a third-party relationship in 3M literature via a Third-Party
Zone. A special zone is created to contain elements beyond the third-party logo. This zone can
include color, a tag line, illustrations, photographs and contact information specific to the third party.
The zone always will be a strip along the bottom of the cover or front panel of the literature. On a
letter size document (like the one shown here), the strip is 1 inch tall by the full 8.5` inches wide, so a
ratio of 10 to 1 is established between 3M “real estate” and that of the third party. Other literature
formats may use different proportions. The goal is to make the 3M identity most prominent and make
clear that the literature is from 3M, and not the third party.
As with all communications mentioning a third party:
 Follow general 3M identity standards
for the literature that you are creating
 Clarify the relationship between 3M
and the affiliated company based on
the precise legal arrangements in place

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General Guidelines
Managing the Relationship
Actively managing relationships with authorized third parties is key to mutual success.
Find out what is needed

Typically, a third-party affiliate will contact 3M with a request for assistance in communicating their
3M relationship. Calls and inquiries to 3M general offices should be referred to the business that
manages the product or product family.
Confirm third-party status

Once the 3M business learns of the third-party request, the authorized status of the third party must
be confirmed. Legal agreements and the exact nature of the relationship should be clear. Then a
proof-of-purchase check through billing and accounting should be conducted. This will confirm that
the third party really is distributing, applying or otherwise buying 3M products. Once the business has
determined the appropriateness of the request, Brand Design can assist both the business and the
third party with tools and recommendations.
Don’t provide the logo without a license

The 3M logo may not be used by a third party without a trademark license. Existing official distributor
agreements include a trademark license. However, if the affiliation is not via a
distributor agreement, a simple, standard trademark license needs to be established.
Contact your legal representative for the right documents and advice.
Monitor their messages

The 3M business must monitor the communications created by the third party that mention the
3M relationship.
Make sure that their message is accurate, correctly expresses their affiliation with 3M, and is
consistent with the licensing agreement. Be aware of language used in marketing materials that may
make unfounded claims or confuse the reader. For example, all such communications should avoid
the word “partner,” since this has legal connotations that are broader than most third-party
affiliations.


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CONFIDENTIAL – For Internal Use Only

Co-branding Development Process ................................................................ 6

General Design Guidelines ............................................................................. 10

Use of the Tagline: 3M Science. Applied to Life™ ........................................ 14

Scenario-specific Guidelines .......................................................................... 15

Media & Product Placement .......................................................................... 20

Licensed Merchandise ................................................................................... 22

Private Labeling ............................................................................................. 23

Ingredient Branding ....................................................................................... 25

Fair Use .......................................................................................................... 27

Joint Ventures ................................................................................................ 28

Channel Relationships ................................................................................... 30

Third-Party Communications Leveraging 3M .............................................. 32

General Guidelines ........................................................................................ 67

CONFIDENTIAL – For Internal Use Only

Why Use Co-branding?

CONFIDENTIAL – For Internal Use Only

Determining the Type of Co-branding Relationship

Categories of Co-branding Relationships

Communications-only co-branding relationships

CONFIDENTIAL – For Internal Use Only

Co-branding relationships where 3M isn’t the manufacturer

Co-branding relationships where 3M and another company jointly manufacturer the

CONFIDENTIAL – For Internal Use Only

Co-branding Development Process

1. Evaluate the Opportunity

CONFIDENTIAL – For Internal Use Only

2. Build Co-branding Strategy

CONFIDENTIAL – For Internal Use Only

Review 1 Review 2 Review 3

Business-Specific Opportunities: Division Trademark Counsel Division Leadership

4. Negotiate and Secure the Agreement

5. Finalize Communication/Design Elements

CONFIDENTIAL – For Internal Use Only

7. Ongoing Relationship Management

CONFIDENTIAL – For Internal Use Only

General Design Guidelines

Examples of unclear relationships or incorrect application:

CONFIDENTIAL – For Internal Use Only

Using the 3M Logo

Third-party affiliates should avoid the following:

Incorrect Logo Usage

Don’t use more than one logo per visual surface.

Don’t rotate, invert, spin, angle or pivot the logo.

3M Don’t recreate the logo from type.

Don’t add an outline around the logo.

CONFIDENTIAL – For Internal Use Only

Opportunity for a Consistent Relationship Carrier when 3M is a “Guest”

CONFIDENTIAL – For Internal Use Only

CONFIDENTIAL – For Internal Use Only

Use of the Tagline: 3M Science. Applied to Life™

When the tagline can be used in co-branding

When the tagline should not be used

CONFIDENTIAL – For Internal Use Only

Keys for Success

CONFIDENTIAL – For Internal Use Only

Design considerations for implementation

CONFIDENTIAL – For Internal Use Only

CONFIDENTIAL – For Internal Use Only

CONFIDENTIAL – For Internal Use Only

Keys for Success

Design considerations for implementation

CONFIDENTIAL – For Internal Use Only