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Love, Baxter

Brand Guidelines

Thank you for sharing Love, Baxter. Everything you need to show our name and logo properly, tell our story accurately, and cite our work is on this page. And you get to meet the dog it is all named after.

Download the logo packHow to cite us
Baxter, a red and white Boston Terrier, smiling at the camera in a green harness
Baxter. The heart of all of this.
01 Our name

Love, Baxter. With the comma.

Our name is written Love, Baxter, the way you would sign a letter. The comma is part of the name, in running text as well as in the logo. It is a sign-off from a dog who was deeply loved.

  • Correct: Love, Baxter
  • Not correct: Love Baxter, LoveBaxter, Love-Baxter, or the name in all capitals
  • Our web address is lovebaxter.com, lowercase, no comma.
  • The dog in our logo is Baxter, a Boston Terrier. He was a real dog, and the company is named for him.
02 Our story

Built after losing Baxter

Founder Adam Greenbaum rescued Baxter, a Boston Terrier, in 2012. Baxter was his constant shadow, following him from room to room and making ordinary days feel anchored. Baxter died on October 28, 2024.

Looking for help afterward meant late-night searches, scattered advice, and pages that made things feel worse. Even after years of working closely with veterinary clinics, Adam still felt unprepared when it was his turn to be the pet parent. So he built the place he had been looking for.

Love, Baxter is a free resource for pet parents facing the hardest parts of pet parenthood: an aging pet, end-of-life decisions, euthanasia, aftercare, and grief after a pet dies. It offers one of the largest libraries of guides on these subjects, written with input from veterinary professionals, a directory of vetted counselors, end-of-life specialists, and pet care providers, and a memorial store. In Baxter's honor, the One Million Trees Project plants a living memorial tree for every pet who was deeply loved.

The full story is on our About page. How we research, write, and review every guide is on our Editorial Process page.

Baxter wrapped in a grey blanket on the couch, looking at the camera
Baxter at home, where he liked to be.

"Love, Baxter is the place I wish had existed when I needed it most."

Adam Greenbaum, founder

Boilerplate for press and partners

Love, Baxter is a free resource for pet parents facing senior pet care, end-of-life decisions, aftercare, and grief after pet loss. Founded by Adam Greenbaum after the death of his Boston Terrier, Baxter, in 2024, it offers one of the largest libraries of guides on these subjects, written with input from veterinary professionals, a directory of vetted pet loss and end-of-life professionals, and a memorial store that includes the One Million Trees Project, which plants a memorial tree for every pet who was loved. Learn more at lovebaxter.com.

03 Logos

The logo, and the Baxter mark

The full logo, the Love, Baxter wordmark with the Baxter mark, is our official logo. Please use it everywhere the logo appears. The Baxter mark on its own is our favicon and social avatar; use it alone only for an icon or avatar where the full logo would not fit. Each comes in four colourways.

Download all logos (zip, 0.9 MB)

Every file below is also in the zip, with a README of these rules. SVG is the one to use for web and print; AI is the Adobe Illustrator source; PNG is a transparent 864 px version for quick use.

Full logo

Love, Baxter logo, full colour
Full colour
SVGPNGAI
Love, Baxter logo, one colour black
One colour
SVGPNGAI
Love, Baxter logo, greyscale
Greyscale
SVGPNGAI
Love, Baxter logo, white reverse version on green
Reverse (white, for dark backgrounds)
SVGPNGAI

Baxter mark (favicon and avatar)

Baxter mark, full colour
Full colour
SVGPNGAI
Baxter mark, one colour black
One colour
SVGPNGAI
Baxter mark, greyscale
Greyscale
SVGPNGAI
Baxter mark, white reverse version on green
Reverse (white, for dark backgrounds)
SVGPNGAI

Using the logo

Please do

  • Use the files on this page, unchanged.
  • Use the full-colour logo on white or cream. Use the reverse version on dark colours and photos.
  • Keep clear space around the logo at least the height of the letter L in the wordmark.
  • Keep the full logo at least 120 px (about 1 inch) wide and the mark at least 32 px (about a quarter inch) wide.
  • Link the logo to lovebaxter.com when it appears online.

Please don't

  • Recolour, stretch, rotate, crop, outline, or add shadows and effects to the logo.
  • Redraw Baxter, change his expression, or use him in another illustration.
  • Separate the comma from the wordmark, or typeset the name in another font as a logo.
  • Place the full-colour logo on a busy photo or a colour that fights with the green and orange.
  • Use our logo in a way that suggests we endorse a product, service, or opinion. We review every endorsement ourselves.
04 Colours

Baxter's fur, Baxter's harness

Our two colours come from Baxter. The orange is the colour of his fur. The green is the colour of his harness. Green is the primary colour and carries the wordmark; orange is used sparingly, for Baxter and for accents. The lighter colours across the site are lighter versions of those two, with cream as the background and ink for text. On a green background, text and links are always white, never orange.

Baxter standing in front of a fountain and palm trees, wearing a harness
Baxter in the sun. The fur that became our orange.
Green (the harness)
#07624E
RGB 7, 98, 78
Orange (the fur)
#D27744
RGB 210, 119, 68
Light green
#DFF0E8
RGB 223, 240, 232
Light orange
#FBF1E9
RGB 251, 241, 233
Cream
#FCF6F0
RGB 252, 246, 240
Ink
#1D2B27
RGB 29, 43, 39
05 Typography

Two typefaces, and lettering that is only ours

The wordmark is custom lettering. Please do not recreate it with a font. On the site we use two open typefaces, both free from Google Fonts.

Poppins

Headings. Weights 700 and 800.

Inter

Body text and buttons. Weights 400 and 700.
06 How to cite us

Please quote us, and link to us

You are welcome to quote and link to our guides, and it helps the families who find them. We ask three things: name us as Love, Baxter, link to the page you used, and keep the meaning of what we wrote.

In text

Name the source and the guide, for example: "According to Love, Baxter's guide to the signs a dog is dying, ..." with a link to that guide. In a reference list, use the guide title, Love, Baxter, the page address, and the date you accessed it.

Online

Link to the exact page rather than to our home page, and use a normal link (no nofollow is needed, no sponsored tag). This snippet works anywhere HTML does:

<a href="https://lovebaxter.com/blog/signs-your-senior-dog-is-dying-end-of-life/">Signs Your Senior Dog Is Dying, Love, Baxter</a>

What you may use

  • Quotes: up to about 100 words from a guide, with credit and a link. For more than that, or to republish a guide, write to us first.
  • Logos: the files on this page, under the rules above, to say that you are citing us, linking to us, or working with us.
  • Photos of Baxter: the photos on this page may be used alongside a story about Love, Baxter, with the credit "Courtesy of Love, Baxter". Please write to us for the full-size files.
  • Other images: the photographs and illustrations in our guides are not available for reuse. Please link to the page instead.
  • Memorial pages: the memorial pages on this site belong to the families who made them. Please do not reproduce their words or photos.
  • Figures and findings: many of our guides cite outside sources. If you use a figure we cite, cite the original source.

If you are not sure, ask. We answer every message at support@lovebaxter.com.

Baxter running through shallow surf at the beach

Thank you for sharing Baxter with the world

Every mention helps a pet parent find us a little sooner. For interviews, comment on a story, partnerships, or anything about these guidelines, email support@lovebaxter.com. Our founder, Adam Greenbaum, reads every message.