Brand Resources

Presenting our brand consistently in every way we connect to visitors is the assurance that visitors not only remember us, but that they know us. Please use the below attributes when representing the Maine brand.

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The Maine Office of Tourism is the cornerstone for consistent communication in representing our destination to all our audiences.

Using these brand guidelines will ensure the consistency that builds a long-lasting and memorable brand. It is vital that these guidelines be followed and upheld across all communications and marketing produced by, or representative of the Maine Office of Tourism.

If you have any questions regarding the use of the brand or brand guidelines, please contact the Maine Office of Tourism by reaching out to Micki Mullen at [email protected].

Brand Essence

“Forged by Nature” is more than a tagline — it embodies the profound and inseparable bond between Maine’s spectacular landscapes and the resilience, authenticity and spirit of its people. Here, nature is both a sculptor and a storyteller. It carves the coastline, nourishes the rivers and lakes and inspires creativity and grit among its people — shaping the culture, stories and experiences that make Maine unique. This is where the beauty of nature doesn’t just surround you; it becomes a part of you.

Brand Anthem

Our Brand Anthem is an engaging visual summary of the brand, its attributes, attractions, and appeal.

Brand Pillars

Maine’s wild coastlines, expansive forests and pristine lakes immerse travelers in an environment that invites exploration and offers a sense of renewal. Visitors don’t just witness nature; they become part of it and transformed by it.

Supporting Points:

Diverse natural settings — from rocky cliffs to sandy beaches — encourage adventure for all ages and activity levels.
Engaging with the outdoors fosters a deep emotional and physical connection to Maine’s elemental beauty.
Every season offers distinct experiences, ensuring new discoveries year-round.

From lively small towns to thriving arts communities, Maine’s culture is a tapestry of warmth, creativity, and belonging.

Supporting Points:

Local galleries, maker studios and arts festivals highlight Maine’s longstanding tradition of craftsmanship.
Vibrant small towns reflect a spirit of togetherness and shared heritage shaped by the land and sea.
Across the state, Mainers celebrate individuality while welcoming visitors into their communal story.

Maine’s culinary experiences are “forged” from the land and sea, featuring honorable harvesting, seasonal freshness, and flavors unique to its coastal and inland bounty.

Supporting Points:

Maine’s famed lobster, wild blueberries and craft beverages embody a respectful, direct connection to nature.
Traditional foodways (e.g., fishing, farming, foraging) are honored while innovative chefs push culinary boundaries.
Culinary excursions deepen visitors’ appreciation for Maine’s ecosystems and community traditions.

Maine provides a respite from the busyness of modern life, offering travelers space to reflect, rejuvenate and reconnect to themselves and the people they care about most.

Supporting Points:

Scenic byways, quiet coastal enclaves and tranquil lakes encourage visitors to breathe deeply and find calm.
Mindful travel experiences like spa retreats, yoga on the beach or forest bathing highlight the state’s restorative qualities.
Maine’s natural rhythms remind travelers of their own internal pace, inspiring lasting clarity and renewal.