TRADITION MEETS INNOVATION
A Legacy of Quality. A Future of Innovation.
Metallics, Inc. has been shaping durable labeling and identification solutions for more than 80 years. Founded in 1946 by brothers Vern and Dave Dale, our company has evolved from a small local manufacturer into a globally trusted partner known for craftsmanship, precision, and service. Family-owned and operated, Metallics continues to honor its heritage of quality while embracing innovation at every step.
Located on Brice Prairie in Onalaska, Wisconsin, we operate a fully self-contained facility where nearly every stage of production is completed in-house. This allows us to maintain total control over quality, timing, and cost—ensuring every nameplate, overlay, or graphic meets our customers’ expectations. We’re proud to combine Midwestern work ethic with world-class expertise to produce products that truly last.
Metallics, Inc.: Generations of Quality
At Metallics, Inc., we’re more than a manufacturer—we’re a family business built on generations of craftsmanship, community pride, and a commitment to quality. Since 1946, we’ve been producing custom metal nameplates, decals, and industrial printing solutions with care and precision.
A Prairie with a Past
Before it was home to Metallics, Brice Prairie was home to generations of builders and makers. As early as 1300 A.D., it was the site of a thriving Native American village—one of the largest known pre-European settlements in Wisconsin. In the 1800s, the land was settled by Alexander Brice, a War of 1812 veteran whose name the community still bears. That legacy of hard work and resilience lives on here—and inspires everything we do.
Four Generations Strong
Metallics was founded in 1946 in La Crosse, Wisconsin, by brothers Vern and Dave Dale. They started the company to create high-quality metal nameplates—and to bring meaningful jobs to the community after WWII. Just a few years later, a fire destroyed the original La Crosse plant.
Rather than shut down, the Dales rebuilt—and in 1949, Metallics reopened on Brice Prairie, where it remains to this day.
Since then, the Dale family have continued to carry the business forward:
- Doug Dale (2nd Generation) joined the company in 1977 and became President in 1989.
- Todd Dale (3rd Generation) began working at Metallics in 1977 and became our current President upon Doug’s retirement in 2020, after serving as Vice-President for several years.
- Lance Dale (4th Generation) joined in 1998 and serves in many different areas of the business, including as Corporate Secretary.
Global Reach, Local Roots
Today, Metallics is recognized worldwide as a leading supplier of product identification, decoration, and durable labeling. We serve thousands of customers—from innovative startups to household brands—offering custom solutions that blend quality, durability, and design.
Completely self-contained, we handle nearly every step of production on-site in Brice Prairie. This allows us to produce high-quality, cost-effective nameplates, decals, and industrial graphics with speed and precision. All materials are sourced in the United States, and almost all work is done in-house—ensuring consistency and control from start to finish.
Built to Last—Responsibly
Alongside our commitment to quality, we’ve made major investments in environmental responsibility. Metallics operates its own on-site wastewater treatment facility and continuously works to minimize our environmental footprint—because building things that last also means caring for the world around us.
Looking Ahead
From precision nameplates to advanced industrial printing, we’ve grown with the times—but our values haven’t changed. We’re still focused on craftsmanship, reliability, and building relationships that last.
We’re proud of our history. We’re proud of our home. And we’re honored to keep making things that stand the test of time.
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