Expressing Our Personality

Mellon’s visual identity is the set of visual markers that allows us to both express and reinforce our values through aesthetics. These visual markers encourage memorability, reinforce distinctiveness, and underscore authenticity. Our visual identity gives shape to our values.

 
 

 

Visual Assets

A logo that is bold yet pristine.
Color that adapts to and nurtures imagery and art.
Typography that speaks and has presence like poetry.
Layouts that feel open, clear, and systematic.
A system that has a connective flow throughout.

 

Visual Translation

Embodying our attributes, Mellon’s visual identity is clear, adaptive, bold, and flexible, infused with a human touch. Our identity reflects the human possibility in our work and the visionary, connective power of our grantees.

 

A Dynamic Identity

While flexible, our logomark needs an underlying structure and guidelines for expression to ensure recognizability and memorability.

Predetermined nodes surrounding the stroke that create the mark ensure the logomark’s legibility. Mellon’s logomark can be customized by Communications to reflect the tone and purpose of its application.

 

Range of Expression

  • Pristine

    The Pristine M is our primary M mark. It appears on core Mellon material including our stationery, website, social media profile photos, among other key communications. It can be used anywhere, and works alongside any type of imagery or content.

  • Empowering

    The Empowering M stands tall. This M appears when the related imagery or words have to do with social justice or serious topics. Associate this M with explorations of change or work that promotes progress.

  • Dynamic

    The Dynamic M loops and intersects with itself and elements around it. It appears when the related imagery or words are associated with movement (such as dance), happiness, positive experiences, and more.

  • Reverential

    The Reverential M lowers and lengthens itself. It appears when the adjacent content is serious, reflective, or solemn. It can be associated with memorials, works dealing with loss, or dark experiences, and can illustrate quiet or reflection.