Illuminate
the path to
growth.
The complete visual identity system for Mah — a strategic practice combining brand, marketing, sales, technology, automation and artificial intelligence into a single, calm, considered discipline.
Mah is not a marketing agency. Mah is a growth practice.
Most agencies sell services. Mah builds systems. Strategy, brand, marketing, sales, engineering, automation and AI are not offered as line items — they are combined into a single operating discipline for the client's growth.
This document is the visual grammar of that discipline. It is not a marketing website. It is not a brochure. It is a working manual — the argument for why Mah looks the way it does, in the language that professional design departments use.
The tone is quiet on purpose. In an industry addicted to loudness, the most valuable posture a growth partner can hold is composure. This identity is built to earn attention, not demand it.
Everything that follows — from the mark to the mono footer — is derived from a single premise: that clarity, patiently applied, compounds. The brand is the proof of concept.
Six principles that make the rules.
Before typefaces or colour, a brand needs a posture. These are the ones Mah is built on — every design decision in this book descends from them.
The client's understanding is the first design deliverable. If it is not immediately legible, it is not finished.
Grids, rhythm and hierarchy do the work of decoration. Ornament is what happens when a system fails.
Silence around a headline is not empty. It is investment in the sentence.
Every colour, spacing value and word has a reason. If the reason can't be stated, the element is removed.
One poster does not matter. The rules that produced it do.
The mark should look correct in 2036. Trends are a tax we don't pay.
Fifteen ideas before one decision.
The identity of an agency is a claim about how it thinks. Before choosing a mark we drew fifteen — each argued on its own terms, each built from full-circle geometry. No crescents. No orbit dots. No decorative satellites.
A single perfect circle.
A single outlined ring, thick weight.
A circle bisected by a single line.
A circle with one vertical hairline through its centre.
A circle with a single inner arc.
An arc — the beginning of a circle.
Three horizontal arcs stacked.
A quarter arc lifting from a baseline.
A short segment inside a longer line.
A geometric monogram — two peaks meeting.
A doorway rectangle framing a circle.
Stacked rows increasing in width.
A hairline with graduated ticks.
A stepped landscape inside a frame.
A single small filled circle.
The recommendation. One Perfect Circle.
Of the fifteen explorations, one direction survived every test — at 16 pixels, on a billboard, in gold foil, in a dashboard, in motion. A single, complete circle. Nothing added, nothing removed. The power of the identity is its restraint.
A perfect circle. Not a moon, not a planet, not a phase. The most elemental geometry in the world, held with total discipline — that is Mah.
Clarity. Direction. Focus. Completeness. Growth. Intelligence. Trust. Seven qualities from one form, because the form makes room for all of them.
Everything else in the identity descends from a single decision: to say less. Typography carries the weight. Space carries the composure. The circle simply is.
Too literal. A crescent draws the moon; a circle refuses to. Refusal is the more premium move.
A secondary dot invites orbit, planet and old-social-app readings. Restraint means one form, always.
Arrows shout direction. A perfect circle contains direction — it is complete, and completeness moves forward on its own.
Because the strongest brand asset an agency can own in 2026 is the confidence to stop adding.
One mark. Six configurations.
The Mah logo system is a small, disciplined family — the symbol, the wordmark, and the lockups that carry them into the world. The wordmark is set in a contemporary geometric sans, tuned letter by letter.
Ten wordmarks. One signature.
A wordmark is not a font choice — it is a set of decisions about weight, kerning, letter proportion and quiet custom lettering that make a name irreducibly the property of its owner. Ten directions were tested; the primary sits at W/01. The final signature is drawn, not typed.
Primary. Gilroy-inspired geometric sans direction at −55‰ tracking, two-storey 'a', shaved terminals. Rendered here in Geist/Manrope; a licensed Gilroy file can be added later as the production wordmark font.
Presence variant for editorial covers and campaign posters. Never below 32px.
Editorial signature. Reserved for the essay masthead and closing frames.
Comparison specimen. Neutral, technical. Sanctioned fallback for engineering surfaces and dashboards.
Descriptor rhythm. Small-caps lockup companion; never used as the signature.
Subtle custom lettering: two-storey 'a' retained; terminals shaved 4%; the M apex slightly flattened for optical weight.
Quiet mode. Used only in body-level mentions inside long-form text.
Reverse behaviour on midnight surfaces. Optical weight lifted +50‰.
Editorial voice for essays and quotations. Never in the primary lockup.
Signage and environmental. High-contrast letterforms, negative tracking.
The primary wordmark is drawn as bespoke vectors in a Gilroy-inspired geometric skeleton — SemiBold weight, −55‰ tracking, two-storey 'a', shaved terminals and a flattened M apex. The full stop disc is the mark itself, sitting as terminal punctuation to the name.
The current implementation renders in Geist and Manrope — the sanctioned open-source stand-ins. A licensed Gilroy file can be added later as the production wordmark font without changing the drawn signature. Geist remains the technical fallback for engineering surfaces and dashboards, shown at W/04 for direct comparison.
Geometry as evidence.
The mark is a single, perfect circle. Its authority comes from what has been removed, not what has been added. Radius, position and colour are all that need to be defined.
The mark is a perfect circle of radius R. Nothing else. Never a satellite, never an orbit, never an accent dot.
The circle is centred geometrically. No optical shift is required; the form is symmetrical on every axis.
The mark is always a single, solid fill from the palette. No gradients, no strokes, no highlights. Opacity is 100%.
Preserve a clear space equal to the inner circle diameter on every side.
Digital minimum: 16px. Print minimum: 6mm. Below these sizes, use the wordmark alone.
What not to do.
The mark is a system, not a canvas. These are the operations that break it.
Four systems of blue.
Every palette in consideration is drawn from the same source — the sky between night and morning. No neons, no accidental colour, no decorative gradients.
Deep navy dominance with a single sky accent. Selected.
Light-first system. Soft washes carry the brand.
Gradient from midnight to sky — dawn as system.
Black and white with one sliver of blue. Max restraint.
The chosen system.
Midnight Premium becomes the working palette. Deep, quiet, expensive — and disciplined enough to hold up across every touchpoint from favicon to environment.
Usage. Midnight is the ground of the brand. Deep Blue is used for interactive states. Sky is a rare highlight — deployed to underline one word, not to fill a background.
Ratio. A page reads roughly 70% Midnight or Paper, 20% neutral, 8% Deep Blue, 2% Sky. Never invert.
One language. Two modes.
Midnight Premium and Sky Blue are not two brands. They are the same identity at two moments of the day — deployed by context, never by mood.
Considered.
Confident.
Open.
Onward.
Across a full brand experience the ratio is roughly two thirds Night to one third Day. Never split evenly — the identity is a night sky lit occasionally by day, not the reverse.
One sans. One serif, held in reserve.
Geist is the primary voice — a modern geometric sans that carries the identity, the interface and the body copy. Instrument Serif is reserved for a single italic accent when a phrase needs to breathe. Geist Mono handles system and metadata. Nothing else is admitted.
Reserved for a single editorial phrase per surface: the cover, a chapter opener, a closing frame. Never in body, never in UI, never in the wordmark.
#0B1024 · #E7ECF3 · #3E6BE0
+340% qualified pipeline / 90 days
Display sizes carry −2% to −3.5% tracking. Body sits at neutral. Captions open to +22% for measured pace. Never mix contradictory tracking on a single line.
Base grid is 8px. Line-heights descend from 1.7 (body) to 0.9 (hero) in disciplined intervals. Vertical rhythm holds to multiples of 8; never eyeballed.
Italic appears in Instrument Serif only, and only when a sentence earns the emphasis. If everything is italic, nothing is. Used at most once per spread.
Ten patterns, one grammar.
Patterns descend from the mark. Full circles, arcs, grids and negative space — the same geometric ideas the logo argues, applied at scale as texture. Never decoration.
Twenty-four variations, one geometry.
Every pattern in the system is drawn from the full circle — no crescents, no orbits, no decoration. Each is defined once and rendered across Night, Day and Blue surfaces from a single source, so the identity stays coherent wherever it appears.
agency.
quietly.
Icons as quiet signage.
A production icon library built on a 24-grid, 1.5px stroke, 2px corner radius, and rounded joins. Every glyph is optically balanced, reads at 16px, and holds up at 128px. Fourteen categories, engineered to cover marketing sites, dashboards, proposals, presentations and future product surfaces.
- — Align optically, not mathematically.
- — Keep 8px minimum breathing space.
- — Pair with mono or sans labels only.
- — Use currentColor so icons inherit theme.
- — Snap to the 16/20/24/32 size ladder.
- — Don't mix stroke weights in one screen.
- — Don't add gradients, shadows or bevels.
- — Don't rotate or mirror for decoration.
- — Don't scale between defined sizes.
- — Don't recolor with brand accents at will.
- — Meaningful icons carry aria-label.
- — Decorative icons use aria-hidden.
- — Interactive targets are ≥ 40 × 40px.
- — Contrast meets WCAG AA on all surfaces.
- — Never rely on icon alone to convey state.
Architecture. Sky. Silence.
Never stock. Photography is the second typography of the brand — long exposures, hard geometry, one figure in a lot of air. Natural light only.
Ten hierarchies. One voice.
A working library of post compositions. Each is a hierarchy contract — never a template. The typography, spacing and mark placement stay constant; the emphasis shifts.
Mah combines strategy, brand, marketing, sales, technology, automation and AI into a single working discipline for a small number of ambitious clients.
Five connected series, one continuous panorama.
Each carousel is designed to be read as a single wide composition. One geometric element — a circle, a gradient, a rule, a ring, a field of dots — travels across every slide of the deck, so the story feels like one long visual sentence.
Twenty stories, one temperament.
A complete 9:16 story system. Twenty formats — image, quote, education, CTA, announcement, event, article, testimonial, statistics, founder note, before/after and a three-part swipe sequence — all built on the same chrome, grid and voice.
with Mah Agency.
Then spend.
Twenty feed templates, one composition.
A complete Instagram / LinkedIn feed system. Twenty 1:1 templates share one geometric grammar — full circles, hairline grids, deep whitespace, Midnight Premium and Sky Blue — so any three consecutive posts read as one composition.
Mashhad · remote.
The system, at work.
An overview of every application system in this book. Each chapter below is a standalone specification — cards, letterheads, proposals, presentations, invoices, signatures, social and digital surfaces.
This overview replaces the earlier generic Applications page. Every system — from a single business card to a complete presentation deck — is now specified as a standalone chapter with its own print anatomy, hierarchy and comparison matrix. Contact details, addresses and person data are centralized so the identity stays coherent across every surface.
The system, everywhere it lives.
Device, dashboard and channel mockups executed at production fidelity — real chrome, real interactions, real content.
Growth is often described as an event — a launch, a raise, a hire. In our practice, the growth that lasts is quieter. It is the residue of a hundred small decisions made with clarity, spaced by patience, and left alone long enough to compound.
Every quarter we ask three questions of the plan: does it clarify, does it compound, and does it hold under pressure. The tactic that fails any one of these is quietly removed.
Growth is often described as an event. In our practice it is the residue of a hundred small decisions, made with clarity and left alone long enough to compound.
Every quarter we ask three questions of the plan…
Dear Sara,
Thank you for the update. I have reviewed the latest scope and will send the revised proposal by tomorrow afternoon.
Warm regards,
Mobile · +98 915 003 1599
Mashhad · Isfahan · Tehran
to Mah Agency.
Business Cards. One identity, in every hand.
Card systems built on one print artboard — 85 × 55 mm horizontal or 55 × 85 mm vertical — with real print typography, a scannable QR, and phone numbers that never wrap.
Every face is composed on a fixed 850 × 550 px (horizontal) or 550 × 850 px (vertical) artboard — true 85 × 55 mm print scale, scaled as one unit to fit the page. Name, role and contact type hold their printed proportions on any screen.
Every phone number is rendered on one uninterrupted line with tabular numerals and LTR isolation. Every back uses a two-column office grid — never four narrow columns — so the numbers keep their integrity even at print size.
Midnight full-bleed with a restrained Sky accent. The signature card for founders and formal introductions. QR anchors the back for a single-gesture connection.
Paper stock with Midnight and Deep Blue ink. Whitespace does the composition; a two-column office grid keeps every number readable at print size.
A 70 / 30 Midnight-to-Sky division. Contact grid takes the wider field, the QR panel anchors the shorter one.
Approved Mah geometries at 8–9 % opacity on Sky. Contact and QR live inside protected Paper bands so type never collides with the pattern.
The night variant of the pattern system. Two-column offices, address and email/site on distinct rows; the QR sits in its own white panel for scan reliability.
Typography-led. Two-column offices on the back, address at mid-height, real QR anchored at the base. For boards and keynote handoffs.
A full Midnight column. Offices stack vertically as labelled groups; the QR sits inside a white panel below the address for evening events and press.
Sky front with the approved dot pattern at 9 %; Paper back with corner-only rings and a two-column office directory. Creative and marketing partners.
A vertical Night / Day split. The hierarchy — name on Sky, identity on Midnight — never compromises reading width on the back.
Typography-led, editorial rows separated by thin rules. Suitable for strategy consulting and executive meetings where the name should lead.
The QR takes primary hierarchy on the back; contact groups sit beneath. For events and rapid exchanges — one gesture and the profile is saved.
with blind emboss.
The full-circle mark is blind-embossed on the Midnight cards — felt before it is seen.
Letterheads. Two formats. Five systems.
A4 for offices, contracts and formal correspondence. A5 for notes, executive letters and short-form communication. Every style is composed independently for each format — margins, footer and typography retuned for readability, not merely scaled.
The Mah logo appears in Deep Blue, Midnight or reversed on Midnight — never grey, never black-only. The wordmark and mark sit on the same optical baseline across all five systems, so the sender is unmistakable regardless of format or occasion.
Because there is no street address in the Mah system, the QR to mah.agency/contact is the canonical "location" element on documents where an address block is expected.
Recommended use — Contracts, official correspondence, formal letters.
Thank you for the conversation last week. Following our review of Northlight's positioning, funnel performance and the current commercial calendar, we are pleased to propose a focused six-week engagement covering strategic clarity, brand direction and the first phase of growth infrastructure.
The engagement will be led personally and delivered by a small, senior team. Our intent is to leave Northlight with a decision-making framework, a refined brand foundation, and a measurable growth plan for the second half of the year.
A detailed scope, timeline and commercial summary is attached. We remain at your disposal for any adjustment before signature and look forward to working together.
Thank you for the conversation last week. Following our review of Northlight's positioning and Q2 pipeline, we are pleased to propose a focused six-week engagement covering strategy, brand and the first phase of growth infrastructure.
A detailed scope and commercial summary is attached. We remain at your disposal for any adjustment before signature.
Second and following pages use a lighter header (small mark, wordmark, reference, page count) and repeat the compact footer. The writing column and baseline grid are preserved.
Continuing from the previous page, the six-week engagement is organised around three fortnightly reviews with clear owners, decisions and outputs at each milestone.
Should the timeline require compression to align with the Q3 launch, we can prioritise the growth infrastructure workstream and defer the deeper positioning revision to a later phase without disruption.
Blue frame marks the safe writing area. The red axis is the primary alignment column for header, body and signature block.
A5 uses tighter footers and slightly larger type-to-page ratio so contact rows and QR remain legible in the hand.
- Use styles 01, 04 and 05 for reliable in-office output.
- Avoid full Midnight bleed on standard laser — use Style 02 in reversed digital only.
- Concentric pattern (Style 03) opacity capped at 25 % to survive toner reproduction.
- Set colour profile to sRGB; print at 100 %, no auto-fit.
- Uncoated 100 gsm stock for correspondence; 120 gsm for executive letters.
- Convert to CMYK; Midnight is PMS 289 C, Deep Blue is PMS 288 C, Sky is PMS 543 C.
- Style 02 prints full-bleed with 3 mm crop marks; other styles keep 15 mm outer trim.
- QR must be pure K on white — never over pattern or coloured field.
Proposal System. Five narratives. One commercial standard.
Every proposal Mah sends is composed on the same 16:9 canvas at 1920 × 1080. Five narrative styles cover the range from formal enterprise consulting to typography-only boardroom notes — each with a complete set of eleven slide layouts.
Slides are authored at 1920 × 1080 with a 6 % safe area on all sides. Headline, body and chrome share a single scale ladder so a Midnight Executive deck and a Daylight Editorial deck read as siblings — different in temperature, identical in discipline.
The logo is always visibly blue: Sky on Midnight, Deep Blue on Paper. The QR to mah.agency/contact appears on the closing slide as the sole "next step" surface.
Formal · Consulting · Enterprise
Lift trial-to-paid conversion by 30 % within 90 days of launch through a rebuilt top-of-funnel and product story.
- · Information architecture
- · Component & pattern library
- · Motion & interaction system
- · Accessibility to WCAG AA
- · Next.js / edge rendering
- · Headless CMS integration
- · Analytics + event tracking
- · Handover repo + docs
- · Message architecture v2
- · Copy for six core pages
- · SEO metadata + schema
- · Media & asset direction
- · Instrumented funnels
- · Lifecycle triggers to CRM
- · A/B testing framework
- · Weekly review kit
- Crawl & index audit
- Site speed & Core Web Vitals
- Schema & structured data
- Redirect map
- Pillar / cluster model
- Internal linking rules
- Editorial calendar hooks
- Refresh cadence
- Tehran / Mashhad profiles
- Local schema + citations
- Reviews programme
- Location pages
- Weekly dashboard
- Monthly narrative
- Quarterly strategy review
- Slack alerts on drops
One theme per quarter. Every piece serves a decision the buyer is trying to make.
- 01Growth thesis
- 02Client work
- 03Founder voice
- 04Signals & data
- 05Team & culture
Move 8,000 qualified visitors into a 30-day launch funnel.
Growth-stage operators · 50–500 employees · EMEA + MENA.
6 weeks live · 2 weeks warm-up · 2 weeks after-report.
- · Single message system across 40+ ad variants
- · UTM taxonomy + revenue attribution
- · Weekly optimisation review with client
- · Kill-switch rules on CPA thresholds
Filled disc · layout composed and available. All eleven layouts exist in every style; visual language differs, information architecture is shared.
- PDF · print + digital, fonts embedded.
- Keynote · editable master with all five styles.
- Figma · component-based, one variant per style.
- HTML deck · for live web presentations.
Presentation System. Five modes. A complete slide library.
Every presentation Mah delivers is composed on the same 16:9 canvas at 1920 × 1080. Five modes cover the range from formal strategy decks to open workshops — each with a full library of slide layouts sharing one typographic contract.
Slides are authored at 1920 × 1080 with a 6.5 % vertical and 4.5 % horizontal safe area. Headline, body and chrome share a single scale so a Strategy Deck and a Workshop deck read as siblings — different in temperature, identical in discipline.
The Mah logo is always visibly blue: Sky on Midnight, Deep Blue on Paper. The QR to mah.agency/contact anchors the contact slide and every closing.
Midnight · Argument-led · Consulting
Best for · Board strategy · investor updates · commercial reviews.
Board strategy · investor updates · commercial reviews.
Quarterly performance reviews · analytics read-outs.
Brand strategy · positioning · founder narratives.
Product architecture · technical review · system design.
Executive workshops · team training · working sessions.
Brand palette only. Data hierarchy carried by weight and saturation, not colour count.
Brand palette only. Data hierarchy carried by weight and saturation, not colour count.
Brand palette only. Data hierarchy carried by weight and saturation, not colour count.
Interviews, funnel review, decision workshop.
Positioning, narrative, priority rewrites.
Landing pages, lifecycle, instrumentation.
Team training, 90-day plan.
- 01Discover Wk 1–2Interviews, funnel review, decision workshop.
- 02Direct Wk 3–4Positioning, narrative, priority rewrites.
- 03Build Wk 5–7Landing pages, lifecycle, instrumentation.
- 04Handover Wk 8Team training, 90-day plan.
Weekly data pull across owned and paid surfaces.
Cross-functional review, hypothesis logged in the decision doc.
One or two interventions scoped for the following sprint.
Named owner, dated commit, instrumented before launch.
Read-out within seven days, folded back into the plan.
The full circle carries the identity across every context — from a corner mark on a proposal to a full-bleed hero on a launch page.
The full circle carries the identity across every context — from a corner mark on a proposal to a full-bleed hero on a launch page.
The full circle carries the identity across every context — from a corner mark on a proposal to a full-bleed hero on a launch page.
- —Fragmented funnel
- —Reactive planning
- —No shared decision log
- —Rising CAC
- —One instrumented funnel
- —Weekly evidence-led review
- —Living decision doc
- —Compounding CAC efficiency
Rebuilt the acquisition funnel around a single commercial thesis.
- PDF · print + digital, fonts embedded.
- Keynote · one master, five modes as themes.
- Figma · component library, layout per variant.
- HTML deck · for live web presentations.
Invoice System. Four formats. One financial standard.
Four invoice formats cover every commercial situation Mah bills — from a full multi-page engagement to a single-line monthly retainer. All share one grid, one type scale, and the same blue-first identity treatment.
Midnight anchors headers and totals. Deep Blue carries the financial hierarchy — status, active values, section labels. Sky is reserved for small highlights on Midnight surfaces. Paper is the document ground on every format.
Legal, tax and payment fields that require verification are shown as explicit [TBC] placeholders rather than invented data. Every format is designed to survive PDF export and office print without loss of hierarchy.
A4 · Portrait · Formal · Multi-page ready
Best for · Full engagements, mixed build + retainer, multi-line billing.
Long invoices continue on additional A4 portrait pages. The header collapses to a compact strip, only the line table and totals travel forward, and payment / legal detail is reserved for the final page.
Documented monochrome variant for greyscale office printers. The blue-branded version above remains the primary artwork on every invoice.
- Legal registration & tax ID · [TBC]
- Bank beneficiary, IBAN, SWIFT · [TBC]
- Client billing address · confirmed per invoice.
- All monetary values in EUR for sample only.
Five formats. Light and dark, by design.
A complete HTML email signature system for Mah Agency. Real Mah primary symbol, table-first markup, inline CSS — every style designed twice: once for light clients, once for dark. Never a recolour.
Every reply is a brand impression. Five formats, tuned to context — founder-to-founder, formal client, launch, editorial memo, mobile. Each carries the approved Mah primary symbol — one perfect circle, standalone. The name Mah Agency appears separately in the signature copy, never merged with the mark.
Dark mode is treated as a separate design, not a colour inversion. Sig 03 rebuilds entirely for dark clients. Every phone is a tel: link, every number stays on one line, every QR encodes /contact-us.
No filled panel. Thin rule under symbol. Paper circle on the dark email surface.
One-to-one senior email. Width 420 px.
Pendar Naseri Founder & Growth Strategist Isfahan Mobile |
| Style | Layout | Density | QR | Address | Mobile | Dark treatment | Best use |
|---|---|---|---|---|---|---|---|
Executive Minimal 420px | Founder and executive correspondence. | Low | — | — | Adapts | No filled panel. Thin rule under symbol. Paper circle on the dark email surface. | One-to-one senior email |
Full Contact 600px | Proposals, contracts, formal client work. | High | Yes | Yes | Stacks | Midnight identity + Deep-Blue contact panel. QR stays Midnight-on-Paper. | New client, contracts, proposals |
Midnight Signature 560px | Signature moments — announcements, launches. | Medium | — | Yes | Stacks | True dark rebuild: Sky top rule, Paper circle, Deep-Blue contact zone — never a Midnight rectangle in a dark client. | Launches, milestones, PR |
Editorial Signature 520px | Strategic notes, consulting, journal replies. | Medium | — | Yes | Adapts | Serif name, two-column offices. Small standalone circle, no card container. | Strategic, editorial voice |
Compact Mobile 320px | Replies from phone. 320px safe. | Minimal | Button | — | Native | Transparent, hairline contact button (Sky border). No bright pill in the dark composer. | Mobile replies, quick notes |
| Client | Layout | Type | Colour | Notes |
|---|---|---|---|---|
| Gmail (web + mobile) | Full | Full | Full | Preferred client. Renders inline CSS and PNG QR cleanly. Native dark keeps colours as-authored. |
| Apple Mail (macOS + iOS) | Full | Full | Full | Respects system dark mode. Use protected logo variant for edge cases. |
| Outlook 365 (web) | Full | Full | Full | Table markup is mandatory. |
| Outlook desktop (Word) | Partial | Partial | Fallback | Avoid CSS Grid, Flexbox, SVG-only. PNG @2× symbol required. |
| Android Gmail | Full | Full | Full | Stacks two-column layouts at 320 px automatically. |
| Yahoo · older webmail | Partial | Full | Auto-invert | May auto-invert. Protected logo variant keeps mark visible. |
This email and any attachments may contain confidential information intended only for the addressed recipient.
This email and any attachments may contain confidential or privileged information. If you received it in error, please notify the sender and delete it. Any unauthorised use, disclosure, or distribution is prohibited.
Reserve disclaimers for regulated correspondence — contracts, financials, legal notes. Never force into every reply. Place as a separate row below the signature at 10–11 px, muted colour.
Five formats. Light and dark, by design.
A complete HTML email signature system for Mah Agency. Real Mah primary symbol, table-first markup, inline CSS — every style designed twice: once for light clients, once for dark. Never a recolour.
Every reply is a brand impression. Five formats, tuned to context — founder-to-founder, formal client, launch, editorial memo, mobile. Each carries the approved Mah primary symbol — one perfect circle, standalone. The name Mah Agency appears separately in the signature copy, never merged with the mark.
Dark mode is treated as a separate design, not a colour inversion. Sig 03 rebuilds entirely for dark clients. Every phone is a tel: link, every number stays on one line, every QR encodes /contact-us.
No filled panel. Thin rule under symbol. Paper circle on the dark email surface.
One-to-one senior email. Width 420 px.
Pendar Naseri Founder & Growth Strategist Isfahan Mobile |
| Style | Layout | Density | QR | Address | Mobile | Dark treatment | Best use |
|---|---|---|---|---|---|---|---|
Executive Minimal 420px | Founder and executive correspondence. | Low | — | — | Adapts | No filled panel. Thin rule under symbol. Paper circle on the dark email surface. | One-to-one senior email |
Full Contact 600px | Proposals, contracts, formal client work. | High | Yes | Yes | Stacks | Midnight identity + Deep-Blue contact panel. QR stays Midnight-on-Paper. | New client, contracts, proposals |
Midnight Signature 560px | Signature moments — announcements, launches. | Medium | — | Yes | Stacks | True dark rebuild: Sky top rule, Paper circle, Deep-Blue contact zone — never a Midnight rectangle in a dark client. | Launches, milestones, PR |
Editorial Signature 520px | Strategic notes, consulting, journal replies. | Medium | — | Yes | Adapts | Serif name, two-column offices. Small standalone circle, no card container. | Strategic, editorial voice |
Compact Mobile 320px | Replies from phone. 320px safe. | Minimal | Button | — | Native | Transparent, hairline contact button (Sky border). No bright pill in the dark composer. | Mobile replies, quick notes |
| Client | Layout | Type | Colour | Notes |
|---|---|---|---|---|
| Gmail (web + mobile) | Full | Full | Full | Preferred client. Renders inline CSS and PNG QR cleanly. Native dark keeps colours as-authored. |
| Apple Mail (macOS + iOS) | Full | Full | Full | Respects system dark mode. Use protected logo variant for edge cases. |
| Outlook 365 (web) | Full | Full | Full | Table markup is mandatory. |
| Outlook desktop (Word) | Partial | Partial | Fallback | Avoid CSS Grid, Flexbox, SVG-only. PNG @2× symbol required. |
| Android Gmail | Full | Full | Full | Stacks two-column layouts at 320 px automatically. |
| Yahoo · older webmail | Partial | Full | Auto-invert | May auto-invert. Protected logo variant keeps mark visible. |
This email and any attachments may contain confidential information intended only for the addressed recipient.
This email and any attachments may contain confidential or privileged information. If you received it in error, please notify the sender and delete it. Any unauthorised use, disclosure, or distribution is prohibited.
Reserve disclaimers for regulated correspondence — contracts, financials, legal notes. Never force into every reply. Place as a separate row below the signature at 10–11 px, muted colour.
A digital design foundation.
The bridge between the identity system and the surfaces that carry it forward — websites, dashboards, portals and products. Not the final mah.agency site, but the grammar it will be built from.
Ten principles for every Mah interface.
Brand palette, translated into semantic UI tokens.
A responsive digital type system.
An 8-point spatial system.
The foundational component library.
A restrained button system.
Nine flexible cards, one structural logic.
Headers, menus and wayfinding.
Reusable section primitives.
From marketing surface to operating system.
| Campaign | Channel | Spend | CPA | ROAS | Status |
|---|---|---|---|---|---|
| Spring launch | Search | $28,400 | $42 | 3.8× | Live |
| Retention Q1 | $4,120 | $9 | 6.2× | Live | |
| Growth Circle | Social | $12,900 | $63 | 2.4× | Paused |
| Awareness | Display | $9,700 | $88 | 1.9× | Draft |
Analytical, restrained, honest.
- · One accent color per chart.
- · No 3D, no shadows on data.
- · Tabular numerals throughout.
- · Axes hairline, labels mono 11.
- · Emphasise the current period in Midnight or Sky.
- · Decorative gradients.
- · Rounded caps on tiny bars.
- · Legends where labels suffice.
- · Data behind patterns.
Branded system states — restrained, useful, always readable.
One system, three canvases.
Practical rules for a WCAG-conscious system.
Polished applications of the system.
Colophon.
This book is the founding document of Mah's global identity — the English-first edition, developed as an extended brand guideline for a considered, global practice.
Six systems, one voice.
Each system carries the identity into a different tone. All obey the same grid and typography — the difference is emphasis, not language.
Then form.