Brand Identity Guidel ines for LCD TVs
Table of Contents
page 3 . . . . . . . . . . . . . . . . . . . . . . . . . . Vikuiti™ Brand Promise
page 4 – 5 . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Key Messages
page 6 – 7 . . . . . . . . . . . . . . . . . . . . . . . Identity Elements
page 8 – 9 . . . . . . . . . . . . . . . . . . . . . . . Vikuiti Brand Mark Applications
page 10 . . . . . . . . . . . . . . . . . . . . . . . . . Acceptable Brand Mark Variations
page 11 . . . . . . . . . . . . . . . . . . . . . . . . . Incorrect Vikuiti Brand Mark Usage
2.
Vikuiti™ Brand Promise
3.
Vikuiti™ products do amazing things with light to change the way people see the world. This is the essence of the Vikuiti brand. In the liquid crystal display (LCD) TV market, the brand promise is:
Vikuiti™ films make liquid crystal TVs brighter and easier to see in real-life lighting conditions.
The graphic identity and key messages outlined in this booklet are designed to reinforce the brand promise. Please follow these guidelines to ensure a clear and consistent brand identity in all communications that feature Vikuiti films as ingredients in LCD TVs.
Brand Promise
The Vikuiti trademark is the exclusive property of 3M. 3M licenses use of the trademark on LCD TVs that contain Vikuiti film(s) and meet specified performance criteria. These guidelines are designed for use by licensees.
Use of Vikuiti™ Trademark Limited to Licensees
4.
Vikuiti™ Key Messages
Key Message Options Here is a list of approved messages to use when talking about Vikuiti products in print or broadcast media.
Ultra short copy to use in listings of an LCD TV’s product features- Vikuiti™ brightness enhancement
- Vikuiti™ brightness enhancement built-in
- With Vikuiti™ brightness enhancement
- Featuring Vikuiti™ brightness enhancement
Point of Sale Information Card
EXAMPLE
For additional information or questions
concerning Vikuiti brand usage, contact
the U.S. Vikuiti Brand Management
Department at 651-736-8394
or e-mail: [email protected]
Detailed copy describing the benefits of the Vikuiti brand- Featuring Vikuiti™ screen enhancement for a brighter, easier-to-see picture
in real-life lighting conditions.
- Vikuiti™ optical films inside LCD TV screens make the TVs easier to see in real-life lighting conditions—in the family room, in a bedroom, even by a window.
- Vikuiti™ brightness enhancement films inside LCD TVs make them brighter and more colorful while minimizing glare.
5 .
Copy Guidelines The Vikuiti brand name should always be used as a proper adjective. It should never be used as a noun or a verb. Always use the Vikuiti brand name with an appropriate descriptor that ends in a noun.
Correct examples: Vikuiti™ brightness enhancement Better viewing with Vikuiti™ screen enhancement
Incorrect example: Better viewing with Vikuiti (missing descriptor)
For verbal communications such as TV and radio, substitute the word brand for TM. (Example: Vikuiti brand screen enhancement films make your LCD TVs brighter.)
Pronunciation Vikuiti is pronounced vi- kyü- -te (vie KUE a tee)e′ ′
Brand Benefits As described in the key messages, Vikuiti™ screen enhancement films make electronic displays and liquid crystal television screens brighter, sharper and more vivid—even under brightly lit conditions. They improve contrast and resolution. The end result: a better viewing experience.
- Built into liquid crystal display (LCD) panels in LCD TVs, Vikuiti™ optical films make the screens brighter and easier to see in different lighting conditions.
- A proven 3M technology, Vikuiti™ screen enhancement films brighten LCD screens in everything from cell phones and portable computers to wide screen TVs.
Copy describing how it works- Vikuiti™ high tech optical films make LCDs brighter by reflecting and recycling
light. Based on 3M patented technologies, each Vikuiti film includes hundreds of reflective layers in a sheet that is less than one mil thick.
6.
Identity Elements
Vikuiti Blue PMS 3005 C – 100% M – 30%
Black
Background Colors
1. Graphic “Eye” Symbol
The graphic “Eye” symbol is used in combination with the Vikuiti logo to create the brand mark.
3. Trademark
The trademark is the word used to identify and distinguish a product from competing products in a particular category. The Vikuiti trademark has a unique typographic treatment. It should never be altered or distorted.
2. Relationship Descriptor
To help identify the Vikuiti™ brand as an ingredient, the word “Featuring,” is used as a part of the brand mark when it appears on LCD TVs that contain Vikuiti film(s). The relationship descriptor should always be italicized as shown.
4. Product Descriptor
The product descriptor helps describe the specific category to which a particular Vikuiti product belongs. It should always be italicized as shown above.
5. 3M Logo
This mark is the graphic expression of the corporate endorsement. It should always be used in a subordinate position when endorsing the Vikuiti brand mark.
Color System
The preferred background color for the Vikuiti brand mark is white or black.
Brand Mark Colors
3M Red PMS 485 M – 100% Y – 90%
For presentation display purposes, use the RGB formula: Red 0%, Green 130%, Blue 190%. When possible, use the PMS color to print the logo.
V-height1-V
1-V
1-V
Control area
Control area
Co
ntro
l are
a Co
ntrol area
- Never attempt to create your own Vikuiti™ brand mark.
- Always use provided art and fonts for placement and printing.
- Do not add drop shadows.
- Don’t compress or stretch the Vikuiti brand mark.
Vikuiti Brand Mark Usage
Control Area For clarity and impact, keep a clean area around the brand mark. Placing it
too close to other type or graphic elements detracts from its visual impact. The size
of the control area is equal to the height of the letter “V” in the Vikuiti logo, or 1-V.
The black dotted border above represents the boundaries of the Vikuiti brand mark.
This unit of measure is the minimum height to be maintained between the brand
mark and any other design element or edge, including the edges of die-cut shapes.
Minimum Size The Vikuiti brand mark should not be reproduced smaller than 6 picas (25.4mm or 1″).
Exceptions to the minimum of size requirement need to be approved by 3M.
7.
One-Color If two-color reproduction is not used, the Vikuiti brand mark may be printed in black only as shown.
6p0 (25.4mm or 1″) 6p0 (25.4mm or 1″)
8.
Vikuiti™ Brand Mark Applications
To optimize the advantages of using the Vikuiti™ brand as an ingredient, be sure to apply the Vikuiti brand identity elements consistently. See example on this page.
Guidelines in Action
Logo Size To maintain the identity of the primary brand, display its logo two to three times larger than the Vikuiti brand mark. The nature of the relationship must be clear—that 3M is the manufacturer of a component (screen brightening film) and not the manufacturer of the final product.
Print Ad
9.
Brand Mark Placement on Product
When placed on a product, the preferred location of the Vikuiti brand mark is at the lower left or centered on the bottom of the display surface area. Always use a product descriptor and the relationship descriptor to define the Vikuiti brand as an ingredient of the host brand. Any variation must be approved by Vikuiti Brand Management.
Removable Static Cling Placed on Screen
Logo Applied Permanently to LCD Surround
10.
One-Color If two-color reproduction is not used, the Vikuiti™ brand mark may be printed in all black as shown.
These logos are acceptable
where printing technology
prohibits using the Vikuiti glow.
“No Glow” Variables Occasionally, it may not be possible to print the Vikuiti brand mark with the Vikuiti glow due to certain printing limitations (e.g., packaging, carton labels, etc.). The artwork for these variations is included on the accompanying CD. Use of “No-Glow” variations must be approved by Vikuiti Brand Management.
Translating Translation is the act of transferring the meaning of words and phrases in one language to a different language. Product descriptors and relationship descriptors may be translated if necessary.
Never translate the Vikuiti trademark.
Acceptable Brand Mark Variations
In this Japanese example, the pronunciation of the
brand name appears directly below the
brand name.
Transliterating Transliteration means writing the sound of the Vikuiti trademark phonetically in another language’s alphabet, so when it is pronounced it sounds like the original version.
Transliterate the Vikuiti trademark when local law requires a local version of the trademark. When the transliterated Vikuiti trademark is used, the Roman alphabet form must also be used.
Incorrect Vikuiti Brand Mark Usage
11.
Never attempt to create or modify the Vikuiti brand mark. The Vikuiti brand mark should always be reproduced from original artwork, never typeset. Use only the approved Vikuiti brand mark and logos provided by 3M.
Don’t reverse the brand mark to white on a black background.
Don’t overprint on a photo or textured background.
Don’t use a color for the 3M logo other than the standard 3M red or black.
Don’t use the Vikuiti and 3M logo without the product descriptor.
Don’t use a color option that violates the Vikuiti blue brand mark standard.
Don’t use the brand mark or the graphic “Eye” symbol without the TM.
Don’t create your own glow.The Vikuiti glow is always Vikuiti blue or black.
Don’t link the Vikuiti brand mark or the 3M logo with the logo or symbol of another company.
For additional information or questions concerning Vikuiti brand mark usage,
contact the Vikuiti Brand Management Department at 651-736-8394
or e-mail: [email protected]
x. x.
3Vikuiti Brand Management3M Center, Building 260-5N-10St. Paul, MN 55144-1000 www.Vikuiti.com Minimum 10% Post-Consumer Fiber
Vikuiti and the Vikuiti “Eye” symbol are trademarks of 3M.Printed in U.S.A.© 3M 200575-0500-5265-5