BRAND GUIDE
RULES AND GUIDES FOR BEST DESIGN PRACTICES AND BRAND APPLICATIONS
MELLADY DIRECT BRAND GUIDE
The Brand Guide serves as a comprehensive resource that establishes and communicates the essence of the Mellady Direct brand - its mindset, behavior, and personality - as well as guidelines for leveraging the brand effectively. It encompasses various components such as brand identity, logo guidelines, sample marketing materials, and additional factors to consider.
This document lays the groundwork for creating focused campaigns and implementing effective strategies to promote Mellady Direct.
INTRODUCTION
BRAND IDENTITY
MESSAGING
MARKETING
INTRODUCTION
Welcome to the Mellady Direct Brand Guide, an insightful exploration of Mellady Direct’s core principles, unique advantages, and distinct personality. Discover the spirit of Mellady Direct, its experience, team, and results that set it apart from the crowd.
This comprehensive guide is more than a simple handbook; it encompasses the essence of Mellady Direct and how to portray the top-tier services it offers. By embracing these guidelines, grasping the true meaning behind the brand, and understanding Mellady Direct inside and out, you will be able to successfully introduce it to customers, both new and existing alike.
WHO WE ARE
Mellady Direct is a full-service direct mail and print house with a passion for helping businesses and organizations reach their goals through strategic communication and standout materials. With decades of experience and a reputation for reliability, we’ve built a strong foundation as direct mail specialists, offering everything from postcards and brochures to complex, high-volume campaigns with precision and speed.
We serve clients across the country, from local businesses and nonprofits to national organizations and other print providers. Many of our clients have been with us for years, counting on us as a trusted partner with a personalized approach that prioritizes their success.
Though we’ve grown far beyond our roots, our family mindset remains at the core of how we do business. We pair our friendly and personal customer service with the capabilities of a large-scale operation, ensuring all clients benefit from our expert craftsmanship and industry savvy.
At Mellady, we like to say we can do “anything printed on paper,” and we mean it.
BRAND IDENTITY
BRAND VISION
In three to five years,* Mellady Direct will be well-positioned to become the go-to direct mail and print partner for high-level clients who value strategic execution, expert guidance, and genuine relationships. We aim to elevate our brand to reflect the quality of work we’re known for — attracting clients who align with our strengths and values. Rooted in a legacy of integrity and client-first, results-driven service, our vision is to grow with intention, scaling our impact while staying true to the principles that built our success.
*Brand Vision may be reviewed and reassessed in the coming months and years.
BRAND PURPOSE
Why we do what we do.
At Mellady Direct, our purpose is to help businesses and organizations achieve measurable results through strategic, high-quality print and direct mail campaigns. We’re driven by a deep commitment to understanding each client’s unique needs and delivering the tools, expertise, and guidance that lead to meaningful outcomes. Our success has always been built on our clients’ success - when they thrive, so do we.
BRAND VALUES
These principles serve as our compass, guiding Mellady Direct both internally and externally. Embracing these principles ensures that we tread the path to long-term success, embarking on endeavors, initiatives, and campaigns that consistently reflect our identity and values.
TRUSTWORTHINESS
We’ve built our reputation on reliability, transparency, and long-term partnerships. Our clients know they can count on us to deliver what we promise (and often more) on time, every time.
EXPERTISE
With decades of experience in direct mail and print, we bring a strategic edge to every project. Our team doesn’t just execute - we advise, helping clients make smart, effective decisions that drive results.
CAN-DO ATTITUDE
No matter the challenge, we show up with solutions. We’re known for our flexibility, creativity, and willingness to go the extra mile to get the job done right and well.
WELCOMING
As a family-owned and operated business, we believe in treating everyone like part of the family - from our team to our clients and their audiences. We build genuine, positive relationships and favor a collaborative approach that ensures each clients’ success.
BRAND POSITION
How does Mellady Direct exist in people’s minds?
What makes it stand out?
Mellady Direct is the trusted partner for businesses seeking expert-level printing and direct mail solutions. With decades of industry experience, a dedicated team, and a commitment to precision, we specialize in delivering high-impact campaigns that drive results. We stand out by the scale of what we can handle - from large-volume mailings to complex, multi-touch campaigns - all executed with the same attention to detail.
BRAND MESSAGING
Consistently communicating our brand and beliefs in a way that reflects who we are and why we stand out.
BRAND VOICE
FRIENDLY
We’re approachable, warm, and easy to work with. Whether it’s your first project or your fiftieth, we make every interaction feel comfortable and collaborative. Clients don’t just feel like customers, they feel like part of the Mellady family.
HELPFUL
We go beyond the basics. Our team is proactive, responsive, and solution-oriented, always ready to lend a hand, offer expert advice, or guide clients toward the smartest, most effective options for their goals. When you work with Mellady, you are never flying solo.
KNOWLEDGEABLE
At Mellady Direct, being knowledgeable means more than just knowing the ins and outs of direct mail, it means being a true expert and trusted resource. With decades of industry experience and a team of seasoned professionals, we bring depth, insight, and confidence to every project.
INVESTED
Mellady Direct is deeply invested with each client and every project we take on because our clients’ goals become our goals. We’re more than just a vendor, we’re a committed partner who listens closely, anticipates needs, and stays ahead of challenges.
BRAND TONE
PROFESSIONAL YET PERSONAL
We take our work seriously, but we never lose our human touch. The tone stays polished and approachable.
CLEAR
We believe clarity builds confidence. Our tone is always straightforward and easy to understand. Clarity also means transparency - we’re upfront about what to expect and what it takes to get results. When our clients feel informed, they feel empowered.
SINCERE
As a family-run business, relationships matter to us. Our tone reflects the importance we place on connection, care, and building trust.
TAGLINE Your Print & Mail Experts
BOILERPLATE
Mellady Direct is a full-service print and direct mail partner with decades of experience helping businesses and organizations communicate with precision and impact. What began at the family table has grown into a trusted national operation with the capacity to print and mail over one million pieces a day.
From postcards to complex, multi-touch campaigns, we pair industry expertise with personalized service — always going above and beyond to deliver results and build lasting relationships.
MELLADY DIRECT'S MARKETING
TARGET AUDIENCES
Mellady Direct’s unique offerings resonate with the following target audiences:
• Political campaigns/candidates
• Printers
• Print Brokers
• Marketing Agencies
• Graphic Designers
• Utilities
• Non-Profits
• Government Entities (such as cities, counties, municipalities)
• School Districts
• Higher Education
• Dentists
• Real Estate
• Attorneys
• Financial Advisors
• Religious organizations
• Healthcare (hospitals, medical groups, etc.)
TARGET MARKETS
Mellady Direct currently appeals to a primarily local audience. Looking ahead, it’s important to determine whether the focus should remain local or expand to reach a broader, regional or national market.
STYLE GUIDE
Best practices for logo, font, and color usage.
PRIMARY LOGO
The primary logo is the default logo and is to be used for digital collateral. Do not manipulate the primary logo in any way and only work with provided files.
PRIMARY LOGO (PRINT)
These flattened versions of the primary logo should be used in printing situations for optimal consistency and quality.
SECONDARY LOGOS
A stacked alternative of the logo can be used for vertical formats.
Standard logo with additional envelope icon
SECONDARY LOGOS
DIGITAL BOOST LOGO
ICON
BLACK AND WHITE LOGO
LOGO COLOR PALETTE GRADIENT
LOGO COLOR PALETTE FLAT
BRAND COLORS
LIGHT ORANGE
#F68B1F
R 246 G 139 B 31
C 0% M 55% Y 99% K 0%
PANTONE 715 C
FRIENDLY BLUE #66C0EC
R 102 G 192 B 236
C 54% M 7% Y 0% K 0%
PANTONE 297 C
BRAND FONT/LOGOS
LOGO & HEADER TYPEFACE
ACUMIN PRO WIDE
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head? Regular Bold
BRAND FONT/LOGOS
HEADER & BODY TYPEFACE
GOTHAM
Book Bold
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
BRAND FONT/LOGOS
DM SERIF DISPLAY
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
Marty, is that you? That’s right. No, it was The Enchantment Under The Sea Dance. Our first date. It was the night of that terrible thunderstorm, remember George? Your father kissed me for the very first time on that dance floor. It was then I realized I was going to spend the rest of my life with him. Listen, I gotta go but I wanted to tell you that it’s been educational. How’s your head?
FONT USAGE EXAMPLE
PRINTING & DIRECT MAIL SOLUTIONS FOR EVERY STEP OF THE WAY
Mail With Momentum
At Mellady Direct, we bring decades of experience to help businesses and organizations achieve measurable results through strategic, high-quality print and direct mail campaigns.
PRINTING
& DIRECT MAIL SOLUTIONS FOR EVERY STEP OF THE WAY
Mail With Momentum
At Mellady Direct, we bring decades of experience to help businesses and organizations achieve measurable results through strategic, high-quality print and direct mail campaigns.