Bonded by Innovation

A far-flung business

The "3M Company" had evolved from its humble roots as "Minnesota Mining and Manufacturing Co." into a diversified manufacturer of innovative commercial and consumer products—ranging from everyday items such as Scotch tape—to construction materials as well as audio and photographic products.

The company needed an identity system robust enough to capture the essence of innovation, and practical enough to bind all their products and people to this guiding principle.

A bold new look

To start, Siegel+Gale designed a simple and striking new logo. We scrapped the word "Company," set the remaining two characters ("3" and "M") in extra-bold letterforms and replaced the decades-old blue with a vibrant red (a color that, according to 3M company history, "caught on like wildfire"). Then, to guide the brand's application in every part of the world, we constructed a comprehensive identity system.

An enduring bond

The updated mark provides a visual spark that subtly captures the burst of insight, the simplicity and the strength that is 3M. The identity system that Siegel+Gale developed has kept the 3M brand fresh, modern and—most importantly—cohesive for more than 30 years.