The field guide ยท Brand & press
Follow the
shoreline.
A field guide to the Great Lakes, made for curious travelers and the places that make them home.
The mark
A beacon for the coast.
The lighthouse points the way; the curling wave carries the shoreline. The simple, open silhouette is designed to work at a glance, from a small screen to a printed trail mug.
Use the full-color mark on light backgrounds, the reverse mark on deep navy, and the single-ink mark for uncomplicated printing and embroidery.
Color
Colors taken from the water.
Deep, open water anchors the palette. Gold is the beam of light: use it sparingly, where it guides the eye.
Deep Water
#122B4A
The primary mark and our anchor color.
Lake Blue
#245A91
The open water and the shoreline in motion.
Beacon Gold
#E7BD72
A warm signal for light, discovery and direction.
Shoreline Paper
#F7F5EF
A quiet, sun-warmed ground that lets the water lead.
Typography
Two typefaces, one voice.
Follow the shoreline.
A soft, characterful serif for headlines, place names and the moments that deserve a pause.
Check official sources before you go.
A clear, modern sans-serif for guidance, labels, maps and everything practical.
Using the mark
Give it room to breathe.
Please do
Keep it clear and legible.
- Leave clear space around the mark at least the height of the lantern room.
- Reproduce it at 24px or larger on screens and about half an inch (12 mm) or larger in print.
- Choose the reverse mark on deep navy and darker photographs.
- Use the single-ink mark whenever a printer allows only one color.
Please don't
Keep the shoreline intact.
- Stretch, rotate or redraw the lighthouse or the wave.
- Recolor it outside the palette, or add shadows, outlines or gradients.
- Place the color mark on busy photographs without enough contrast.
- Imply an endorsement or partnership without a written agreement.
Our voice
Warm, specific, useful.
We write like a knowledgeable local: inviting, grounded in place, and honest about what changes. We favor practical details and clear sourcing over sweeping claims.
- Inviting, not breathless.
- Real places carry the excitement; they don't need superlatives.
- Specific, not sweeping.
- Name the trail, the month and the ferry. Details help people plan.
- Honest about what changes.
- Hours, conditions and access shift, so we point to the official source.
Press & partnerships
Make something that belongs here.
We welcome thoughtful collaborations with local destinations, independent makers and responsible travel businesses. Partner content should be clearly identified and useful to readers.