BRAND GUIDELINES

Boston Harbor belongs to all of us. To every neighborhood, every community, and every story that meets the water. It’s a place to gather. To discover. To celebrate. To belong. From beaches and boats to communities across the waterfront, we believe everyone deserves the chance to experience, enjoy, and care for Boston Harbor. The spirit of the waterfront shapes who we are: welcoming, vibrant, thoughtful, and full of possibility.

We are Boston Harbor.

BRAND VOICE

4 Pillars

Welcoming : We make everyone feel invited, included, and like they belong from the very first interaction.

Thoughtful: We communicate with intention, listen with care, and create experiences that make people feel seen, informed, and valued.

Energetic: We bring enthusiasm, curiosity, humor, and creativity to everything we do, encouraging people to participate, connect, and have fun.

Authentic: We're approachable, colorful, and unapologetically ourselves. We celebrate individuality while creating space for everyone.

  
    We Are
    We Aren't
  
    Warm
    Cold or robotic
  
    Conversational
    Corporate or overly formal
  
    Confident
    Preachy
  
    Playful
    Unprofessional
  
    Informative
    Overwhelming
  
    Authentic
    Performative

DESIGN PRINCIPLES

Trusted, Welcoming, Vibrant, Coastal & Flexible

COLORS

NAVY

Deep harbor water & trust

HARBOR BLUE

Open water & activities

SEA FOAM

Waves & clean water

SAND

Beaches & accessibility

SUNSHINE

Summer & community

DUNE GREEN

Coastal grasses & restoration

PRIMARY COLORS

NAVY
#00305C

HARBOR BLUE
#0073B3

SEA FOAM
#EAF5F3

SECONDARY COLORS

SAND
#F8EECE

SUNSHINE
#FFC845

ACCENTS

DUNE GREEN
#D6E264

COLOR RELATIONSHIPS PER FOCUS AREA

Better Beaches & Beach Programs:

Warm, inviting, and community

Use Sand as the foundation, Harbor Blue for main headlines and key information, Sunshine to call attention to important details, and Navy for body text and outlines.

Youth Programs:

Vibrant & fun

Lead with Harbor Blue for an energetic feel, using Seafoam to balance it, Dune Green for important highlights, and Navy when extra contrast is needed.

Policy:

Trustworthy & Scientific

Use Navy as the primary color to keep materials clear and credible, Sea Foam for body text or softer supporting areas, and Dune Green to highlight key information.