Brand Guide
Governor Baxter is an historical Maine brand making sturdy goods for the outdoor market. Our style can seem as rough as a coastal bedrock outcrop, but we're solid when you need us. If you understand Maine, you understand us.
Logo
The Governor Baxter brand is contemporary, but the Bank Gothic and Abaton fonts in the logo provide an historical anchor that subtly says, "We've got backstory." This grants the other brand elements freedom to be clean and modern.
Note: the logo can appear with or without the American Tradition Now tagline, depending on circumstance.
Color
The primary colors of Governor Baxter are two shades of green based on the vintage military wool blankets that form a core material in their products, and an off-shade black. The secondary colors reference the autumnal palette of Fall foliage and are mainly used for backgrounds.
Typography
Governor Baxter expresses itself through the sans-serif Inter font. Extra Bold (800) for h1-h3 headlines and Regular (400) for body copy. Plain but elegant. No nonsense. Headlines may be rendered in the brand's dark green.
Libre Baskerville is reserved for the name of Governor Baxter in the hero images. The serif font separates the company name from the headlines and adds a classic feel.
Example
Governor Baxter expresses itself through the sans-serif Inter font. Extra Bold (800) for h1-h3 headlines and Regular (400) for body copy. Plain but elegant. No nonsense. Headlines may be rendered in the brand's dark green.
Libre Baskerville is reserved for the name of Governor Baxter in the hero images. The serif font separates the company name from the headlines and adds a classic feel.
Attitude
Governor Baxter takes risks. It is never too serious with itself. This is expressed through the voice, but also with the visual design.
The logo can be nestled behind a product display or cropped by a zipper as long as the core remains recognizable. Incompleteness spurs interest.
Product Images
Governor Baxter is a rugged outdoor brand. Governor Baxter is authentic.
Governor Baxter products are photographed outdoors, against a natural background, or placed on organic surfaces like stone, grass and wood. All photographs are real—no stock images. Ever.
Historical Images
The Governor Baxter brand is based on the historical figure of Governor Percival Baxter, the 25th governor of Maine, famous for Baxter State Park and Mount Katahdin. Historical and family photos give the brand context. When used, these photographs are treated with duotone filters to accentuate their documentary relevance.
Voice
Governor Baxter talks with an authentic Maine voice: direct, conversational and perhaps a bit of an attitude. Helpful, but definitely crusty. You get that way after a few months at the cabin.
Social Media
Governor Baxter's tagline is: American Tradition Now. Social media presents an opportunity to explore this tradition outside the formal structure of a website or commoditized in a marketing campaign.
Found vintage photographs juxtaposed with playful ads and UGC product shots. These images are the roots of the brand. And its inspiration.