蒙太奇指南.ppt

© 3M 2008. All Rights Reserved.,3M Brand Identity System,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Contents,3M Brand Identity System Overview Benefits of the 3M Brand Identity System Pre-Design Inputs 3M Montage Design Overview 3M Montage Design Elements Extending the Montage Examples Gallery Checklist for Success Resources and Contacts,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,3M Brand Identity System Overview,Corporate Focus Consistent placement of the 3M Red logo on a white background and specific typography are the core elements defining the 3M brand.,Business Focus The montage field allows individual businesses, brands or products to differentiate by expressing their key messages and unique value propositions, while still maintaining a connection to the 3M brand.,White Background In most cases, the white background is shown above and below the montage field.,Typography Helvetica Neue Condensed is the primary font.,3M Logo The logo is always 3M Red and placed in a specific location based on the application.,Montage Field: Relevant images of people, products and patterns Overlapping translucent shapes Radius corner Axis lines Montage messaging,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Benefits of the 3M Brand Identity System,Company-wide consistency and alignment Global recognition Builds business faster and more efficiently Flexibility Resources spent on messaging, appropriate imagery and extended marketing tactics,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Pre-Design Inputs,Develop value propositions for your business, brand, product or service Distill them into relevant key messages Select imagery that best portrays your business, brand, product or service,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,3M Montage Design Overview,Criteria for 3M Montage designs: One main point of visual focus Imagery is relevant and supports the message Single harmonious color scheme Overlapping shapes break out of the horizontal plane Specific placement of typography Two-part message is concise and memorable Solutions create a visual narrative that supports the 3M Brand Promise,The 3M Montage is an engaging composition of imagery, color, overlapping shapes and messaging. Together, these elements form a visual narrative that expresses our multi-faceted culture of diversified technology and products to our customers.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Shapes,3M Montage Design Elements,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Grid,All 3M Montage designs are built using a grid. The grid enables the composition of the 3M Montage to maintain the appropriate proportion and structure. This example shows a grid for an 8.5” x 11” literature cover. The montage field area is optically centered just above the center of the page with somewhat less white space above and a bit more white space below. Electronic design templates are available on the 3M Brand Identity Web site.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Grid,All 3M Montage designs are built using a grid.,Vertical Ad,CD-ROM,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Shapes,Images and colored shapes break into and out of the horizontal plane in unexpected ways to create interesting compositions. Shapes are aligned with the grid for consistent proportion. Every montage can have its own unique shape.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Shapes,Large, Medium, Small Arrange large, medium and small shapes to create an asymmetrical composition that emphasizes one main image or point of focus.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Shapes,Shapes overlap and engage with one another using varying levels of transparency to create dimension.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Shapes,These examples illustrate ineffective and effective shape arrangements.,Ineffective All similar sizes Straight edge across top or bottom No transparency or overlapping,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Radius Corner,One edge has a radius (curved) corner. Radius corner can be on top or bottom of the montage. For 8.5” x 11” literature, use the templates as a guide for the appropriate radius size. NOTE: A radius corner script for Adobe® InDesign® is available at Adobe.com.,Radius Corner,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Radius Corner,These examples illustrate ineffective and effective radius corners.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,3M Montage designs should include a combination of: People images Product or product-in-use images Pattern images,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,People People may be the main point of focus when the communication is solutions-focused (e.g., Tier 1 literature or advertisement). Eye contact can help pull the viewer into the composition. Use close cropping and interesting angles. Use original or 3M-owned photography whenever possible.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,People,Crop in tightly so the person is off-center for added interest.,Ineffective Cropping,Eliminating excess background elements through tighter cropping effectively narrows the point of focus.,Ineffective Cropping,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,Products Products may be the main point of focus when the communication is specifically product-focused (e.g., Tier 2 or Tier 3 literature or packaging). Product images contained within the montage field must be large enough to be visually prominent. Use a drop shadow with outlined product images breaking out of the montage field for added dimension. Smaller images play a supporting role showing people enjoying the benefits of using the product.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,Products Products can remain within or break out of the montage. Both approaches are acceptable.,Effective Product remains within montage,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,Pattern Patterns provide texture, depth and movement, and visually connect other images and shapes. Pattern images are not a dominant design element; they should recede into the background color. Relevant patterns support the visual context. Activate patterns with transparent layers of color to obtain richness and dimension. Microscopic photographs, demonstrating the technology behind a product, provide effective patterns.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Imagery,Pattern Photographic and line art patterns should recede into the background color. They should not be a dominant visual element. Pattern images should never be the “hero.”,Ineffective Line art pattern is too dominant,Ineffective Photographic window pattern is too dominant,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Color,Employ single harmonious color scheme that is not monochromatic. Achieve dimension through transparent layers of color which activate patterns and other images. Colors should not compete with the 3M Red logo. Avoid large areas of flat color. Choose colors that: Complement your imagery Are appropriate for product or service offering and target audience Support other communications used to promote your business, brand, product or service,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Color,These examples illustrate ineffective and effective color schemes.,Ineffective Color scheme is not harmonious Color competes with the 3M logo,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,Montage messaging type is a design element. It is not just a randomly positioned headline. Message should consist of short, concise phrases, often with two parts or ideas. The type is visually integrated with the imagery. Fewer words in larger type are more impactful. Use a mix of type sizes to emphasize key words. The baseline of the white type (inside) is aligned along the bottom of the montage field with the top of the black type (outside) anchored below.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,The Right Words Montage messaging is a distillation of your value propositions. It supports the values, features or benefits provided by your product or service. The two-part message has rhythm, or tempo.,Value Proposition Innovative Solutions for Display and Graphics,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,The Right Words for Programs or Events Montage messaging is not a program or event title. It could be the event theme or other inspirational message.,Ineffective Message is too generic or descriptive Generic program description belongs in the title area,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,Type Sizing Emphasize individual words using a mix of type sizes. Using a mix of type weights allows the letter widths to appear similar.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,Size and Placement The montage messaging type is part of the design and not just placed words. Type should touch the edge of the montage.,Ineffective Type is too small Too many words Only one type size is used Type does not touch the montage edge Type covers product image,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,Alignment Lines of type are vertically staggered to create movement. Avoid stacking more than three lines of type.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Montage Messaging,Arrangement Arrange the shapes and type to accommodate descenders (the part of a “g” or “y” that drops below the baseline).,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Axis Lines,Create precision, structure and movement in the 3M Montage. Thin (.5pt.) white rules with 50 percent opacity allow background and image colors to come through. Do not use 100 percent solid white or colored lines. Align on grid and with edges of shapes.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Axis Lines,Placement Axis lines lead the eye around the 3M Montage.,Ineffective Axis lines are too thick Lines are 100 percent white,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Extending the Montage,Multiple Applications A portfolio of communications can leverage: The same color palette Similar imagery Relevant, related messaging,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Extending the Montage,Tier 2 Literature Imagery is often more product-focused. Limited introductory copy may be included under the montage field.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Extending the Montage,Tier 3 Literature Includes a modified montage banner across the top, if space permits.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Extending the Montage,Literature Spreads Modified montage treatments visually extend the cover montage. Typographic collages call out key messages.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,The 3M Brand Identity Web site offers an Examples Gallery showcasing real communications that successfully support the 3M Brand Identity System. Visit the site to see how other businesses have implemented the system.,Examples Gallery,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Checklist for Success,Checklists are available for many applications to ensure your communications support the 3M Brand Identity System. Checklists can be downloaded from the 3M Brand Identity Web site.,Montage design examples are for visualization purposes only. © 3M 2008. All Rights Reserved.,Resources and Contacts,For more information, contact the 3M Corporate Identity team or access one of these tools: By email: identitysitemmm.com By phone: 651-733-5417 3M Brand Identity Web site 3M Brand Identity Checklist (.PDF, 148 kb) Value Proposition Tool (.ppt) Creative Brief (.xls),