Guideboat sells clothing, housewares, and boats. The style is high-end outdoorsy, with a Scandinavian feel. Neutral palette, relaxed, earthy, and practical. Rustic, yet classy. Fancier than North Face, less preppy than Vineyard Vines, trendier than L.L.Bean, more mature than Patagonia.

According to the story on their About page, a guideboat started it all. The logo is, unsurprisingly, a guideboat.


It is drawn as a simple, handsome silhouette in a classic navy blue. The logotype underneath, with its low x-height, mimics the horizontal bar of the boat.

But more than convey the name of the company, the typeface does the heavy lifting of the identity—while the boat silhouette could be seen as a modern element, the strong strokes and serifs of the logotype gives the entire logo an unmistakable look of sturdy craftsmanship. The dramatic line contrasts of the typeface suggest sophistication. The diagonal paddle playfully pokes through the O, adding a sense of motion and dimension.

On the website, the designers take this effect further, allowing the paddle to tickle the hairline rule above the menu items. This makes the header (otherwise many horizontal bar shapes) less rigid, and more organic.


The holiday print catalog is cleanly laid out, with photographs that immerse you in crisp autumn days outdoors. This spread showcases one of their guideboats, and places the photo across both pages. Lots of horizontal lines here: the horizon, the boat, the overlaid text, and the band created by the photo itself. Underneath, three closer-up photos are set with different widths and generous margins, and a block of text.



The typography is particularly nicely handled here, communicating lots of layers of information with just two faces. The serif copy is something in the direction of Century Schoolbook, and the sans serif is Grotesque MT. They contrast well (notice the main heading and descriptor on this spread—each face immediately announces the role it plays).