Brand Identity Launch

3M

Use 3M Red!

This web site was 3M’s first effort to move their brand identity guidelines online. Four different companies collaborated in this large, extensive project: our design team, plus 3M’s internal branding group, and 3M’s print identity and web production vendors.

The site included guidelines for logo and trademark usage, colors, typography, imagery, writing, packaging, and all related brand identity questions.

MY ROLES
- Team Co-Leader
- UX/UI Senior Designer
- Content Developer

KEY BUSINESS NEEDS
- Consolidate brand identity guidelines and assets.
- Transform all materials into online resources.
- Create new style guidelines for online brand applications.
- Customize sections for employees, suppliers, dealers, and retailers.
- Develop and share a style guide database among the teams.

KEY USER NEEDS
- Quickly access all identity materials in one site.
- Use new services to help use materials more easily.
- Use the site to share questions and feedback.

RESULTS
- This site was successfully used for more than three years.
- It was the basis for subsequent 3M Identity sites and services.

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EXTERNAL LINKS

3M United States
Current 3M Brand Identity Site

The Identity Site was designed to meet the needs of 4 user groups: employees, suppliers, dealers, and retailers.

The site included all brand identity guidelines and downloadable assets. These were collected from multiple sources, and integrated into this one central, streamlined resource.

Related identity aspects, including trademark, packaging, vehicles, and other applications were also integrated into this unified site.

I designed and developed a database-driven style guide that we shared and maintained among the four teams developing the identity site.

Collaborating with the teams, I developed this top-level architectural map to guide the user interface design. It was complemented with sectional sketches, and technology system maps.