The iconic 3M sign on top of the company’s global headquarters has gotten an upgrade.

For nearly forty years, the red 3M logo has greeted commuters driving the Interstate 94 corridor. Now an updated sign reflecting 3M's new visual identity will help extend that welcome into the future.

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After:

The sign is illuminated with LED lights for better visibility at night and uses several highly durable 3M film materials.

“The new 3M sign on our headquarters building celebrates the equity of our 3M brand that is appreciated by our customers, employees and other stakeholders,” said Vice President and Chief Design Officer Eric Quint. “This reminds us about the heritage of our brand and the opportunities we have as a company into the future to connect our technologies with people.”

This is the third red 3M logo to top the Maplewood campus. The first, lifted into place by helicopter after a rebranding in the late 1970s, was one of the largest signs in the United States at the time. The backlit sign was made with 3M™ Panaflex™ Flexible Substrate and measured 20 feet by 60 feet.

The sign was refreshed with a slightly smaller one in 2005. The 15-foot symbols were also made with 3M products and again installed with the help of a helicopter. Plans to put the retired sign on display fell through when it had to be dismantled during removal. It was subsequently recycled.

The latest sign – hoisted 15 stories by crane – incorporates 3M products, too, including 3M™ Panagraphics™ III, 3M™ Scotchcal™ and 3M™ Light Enhancement Films.

The light enhancement film placed in the sign box behind the LED lights increases the efficiency and uniformity of the lighting, making it brighter and enhancing visibility from a farther distance while optimizing energy efficiency.

Like the temporary 3M graphic film building wrap installed on the main headquarters earlier this year, the new sign will act as a “lighthouse” on the main headquarters building for an expected 10 to 15 years.

“This new sign will undoubtedly be well recognized and continue to shine for years to come as a landmark,” Quint said.