Do you call yourself a lover girl or a rebel boy? Probably because humans have been surrounded by stories all their lives. Don’t we all love to classify ourselves and our surroundings in different archetypes depending on certain traits?
Marketing is where archetypes are of the most benefit. Imagine being able to target an audience that does not just like your brand or product but actually resonates with it. Carl Jung believed that humans live in stories and use symbolism to make sense of concepts that are otherwise complex.
He then divided these symbolic personalities into 12 archetypes, stating that they are ‘imprinted and hardwired’ into our psyches. If you’re smart and want to strategize your budgeted branding in a way that yields results, then these archetypes can be a marketing jackpot.
Now you may wonder, ‘Was the title of this article misleading?’ or ‘What has any of this got to do with logo designing?’ The answer is no, and a lot. Allow us to explain: Logo design is an important aspect of branding. If your logo does not resonate with your target audience, it’s of no use. Therefore, to design logos that resonate with your ICP, you must understand the 12 archetypes and reflect relevant archetypes in your logo design.
Having said that, let’s explore the 12 archetypes, brands that follow Carl Jung’s psychology, and how you can do the same.
The Brand Archetypes in Logo Design
Each of the 12 archetypes is different and can have its own values, likes, and even emotional triggers—all of which are important when designing an advertising or marketing logo. Let’s take a closer look at the 12 infamous archetypes.
1. Innocent
First up is Innocent. This archetype focuses on basic brands (definitely a compliment). These brands prefer simplicity over flashy demeanors and win their audiences with honesty and undying positivity.
Traits
- Morality
- Loyalty
- Honesty
Audience Expectations
Brands with the Innocent archetype appeal to customers who value honesty above all. They will value transparency even if things are not 100%. These audiences are looking for purity and brands they can trust.
Innocent Brands
While several brands fall under the innocent archetype, the most popular are:
Dove: Known for pure ingredients and pure intentions.
The Calm App: Popular for a straightforward approach to mindfulness.
Toms: Committed to positivity, this brand wins hearts with its social responsibility initiatives.
Is The Innocent Archetype For You?
Before you determine if Innocent is the archetype for you, take a deeper look at your brand. Do you aim to create a sense of hope with your logo? Do you want to comfort your audience? Are you working on the themes of honesty and morality? If you answer all these with a yes, Innocent is the right fit for you.
2. Everyman
Everyman is, as the name suggests, a down-to-earth archetype that focuses on being as approachable as possible for the common man. It is perfect for people who crave a sense of belonging.
Traits
- Authenticity
- Practicality
- Approachability
Audience Expectations
This archetype mostly appeals to individuals who just want to feel understood and connect with brands that are authentic.
Everyman Brands
The best marketing strategy is to appeal to the common man, and that’s what these brands do with their logos: extremely simple.
Target: Target has almost everything under one roof for everyone. Approachability to the max.
GAP: Need clothing that’s practical and affordable? Gap it is!
H-E-B: This Texas-based grocery chain supports Texas farmers, making it a local favorite.
Is The Everyman Archetype For You?
Is your brand designed for the everyday man? Do you offer products that they might need in their day-to-day lives? If your brand resonates with families and ordinary people, the Everyman archetype might be for you.
3. Hero
Do you have a product that can save lives or at least change them for the better? That’s more or less the definition of the Hero archetype. The hero is all about strength, and that’s what you can see in this archetype.
Traits
- Inspirational
- Empowering
- Strong
Audience Expectations
Who doesn’t want to be strong? Individuals who want to be better, stronger, and more confident naturally gravitate towards brands with the Hero archetype. That’s because they seek brands to help them achieve their goals.
Hero Brands
Hero brands make a bang with everything they do. For example:
Nike: With a simple ‘Just do it’ and a Swoosh, Nike tells you to be a go-getter.
Red Cross: The ‘red’ cross is unmissable. That’s how the logo shows you can help and be better.
Gatorade: Electrolytes for better performance? Yes please!
Is The Hero Archetype For You?
If you want your brand to make strides and empower its audience by making them the hero, this archetype is perfect for them. Allow them to feel that your product or service is what they need to explore their true hero potential.
4. Outlaw
Don’t like the status quo? Outlaw it is! Is your brand hell bent on shaking things up and introducing revolutionary ideas? The Outlaw archetype preaches just that.
Traits
- Bold
- Outspoke
- Rebelious
Audience Expectations
In the new age, many of us feel cornered and buried under rules and norms; we seek brands that are not afraid to color outside the lines. Brands that offer liberty and authority-defying ideas come under this archetype..
Outlaw Brands
Even though you might not find as many outlaw brands as you’d like, the ones that exist are rocking it.
Redbull: The name, the logo, and a great slogan. Nothing fits, but works brilliantly!
Lush: Say no to animal testing, eco-friendly packaging and so much more!
Vans: Sports for the not so ‘sporty’ – redefining the definition of sporty.
Is The Outlaw Archetype For You?
Are you tired of things being the same for years and want a fresh, raw and real perspective for your brand? Channel your inner outlaw and this archetype will resonate with your audience like nothing ever has.
5. Explorer
Nothing like an adrenaline rush of a logo that paints an adventurous picture in your head. The Explorer archetype does the unexpected, it experiences new things and motivates others to do the same.
Traits
- Curious
- Independence
- Daring
Audience Expectations
Brands that offer a chance to try new experiences are favorites of the explorer archetype. These audiences run to adventure like moths to fire. Give them the slightest whiff of fresh air and an adrenaline rush, and they’re sold.
Explorer Brands
Brands that desire to experience new things and push the boundaries are perfect examples of the Explorer archetype.
Jeep: The off-road experience screams explorer. The Explorer archetype craves the experience.
Timberland: Although it is a clothing brand, its outdoor lines set you up for an experience you crave.
National Geographic: The platform for our daily dose of adventure we all grew up watching.
Is The Explorer Archetype For You?
Do you want to take your audience on an adventure? Use the Explorer archetype for your branding. A logo that represents adventure will catch attention everywhere.
6. Creator
The joy of creating is irreplaceable. It gets the creative juices flowing, and audiences love bringing their ideas to life. If you provide products or services that facilitate creation, brand for the Creator archetype.
Traits
- Imaginative
- Self-reliant
- Artistic
Audience Expectations
The Creator archetype is a perfect match for people who understand the value of creativity and expressing themselves through their creativity. They’re also interested in tools that can aid in their creative process.
Creator Brands
In the world of tech advancements, there are many Creator brands that have been a godsend.
Canva: Canva is the newest kid in designing, but amazing for those who love designing but don’t know how. The simple logo is testament that anyone can create with the right tools.
Lego: Build a home, a fireplace, or a playground; the possibilities are endless with Lego.
Pinterest: Nothing encourages creativity than your brainstorming session on Pinterest.
Is The Creator Archetype For You?
The USP of the Creator archetype is being able to bring ideas to life. For brands that sell creativity in the form of products and services, this is the right audience for you to market. It’s best if your logo represents that too!
7. Ruler
Brands under the Ruler archetype represent authority, control, and order. They reinforce a sense of power in their customers, which is highly valued by customers seeking stability and leadership assistance. They can also be industry leaders and luxury brands.
Traits
- Responsible
- Organized
- In Control
Audience Expectations
Rulers have an aura of superiority, and that’s what they want the brands to make them feel. They want to be the ones in control and power.
Ruler Brands
Most ruler brands pave a way for themselves, and this is why they stand out to the target audience. Great examples of these brands include:
Rolex: Nothing screams luxury like a Rolex watch on your wrist. Its air of exclusivity and luxury is its primary selling point.
Brioni: A man in an Italian tailored suit is a force to reckon with, and that’s what this high exclusive brand delivers.
Rolls-Royce: A dream that drips luxury and exclusivity. Rolls-Royce is a Ruler brand through and through.
Is The Ruler Archetype For You?
Is your brand an industry leader with a brand that emphasizes authority and exclusivity? Work the Ruler archetype into your logo and other materials to appeal to the right audience. Be sure to use colors and fonts that exude exclusivity.
8. Magician
Imaging the impossible? Brands under the magician archetype make it true. These brands focus on mystical transformations that are far-fetched and sometimes downright impossible. The play here is to use elements of wonder in your branding.
Traits
- Charismatic
- Visionary
- Magical
Audience Expectations
The audience of this archetype wants to be whipped into a world of wonder where dreams are turned into reality. They look for brands that can sell the feeling of awe and out-of-this-world solutions.
Magician Brands
Magician brands go beyond the rules of daily boring life and are a refreshing break. These include:
Disney: If we call Walt Disney the father of magic, it wouldn’t be too far from the truth. Flying carpets, talking animals, and princesses are all magic. Don’t forget the cursive font in the logo!
Google: Synonymous with the word ‘search’ is nothing short of magic. The entire world on your fingertips in seconds.
Dyson: Best-known for their revolutionized take on appliances.
Is The Magician Archetype For You?
Brands that are transformative, much like shape shifters, are the perfect Magician archetype. You should connect with audiences who love to go on a transformative journey.
9. Lover
Oh, how it is to be desired and desire. The Lover archetype constantly looks for all sorts of opportunities to make themselves more emotionally and physically desirable. It is all things intimacy (not only in the sense you thought of).
Traits
- Emotional
- Connection
- Passion
Audience Expectations
The lover archetype is a match made in heaven for audiences who seek pleasure, beauty, and lasting connections.
Lover Brands
Love sells. Brands love capitalizing on love. There’s even a day dedicated to the celebration of love. Here are some lover brands:
Tiffany & Co.: Every girl wants to be loved enough to get a Tifanny’s ring on her engagement.
Hallmark: When you think of Hallmark, the first thought is of a happy couple with a cutesy romance story. What else do lover archetypes want?
Victoria’s Secret: Not just any lingerie brand, but a community that celebrates women and their sensuality.
Is The Lover Archetype For You?
Relationships, both romantic and platonic, are crucial for the lover archetype. Brands that need to trigger the love hormone should strategize branding that makes them feel loved by everyone and themselves first.
10. Caregiver
The Caregiver archetype revolves around caregiving as an act of love, empathy, and support. Such brands can win customer trust by putting the customers above the brand’s interests.
Traits
- Selfless
- Copassionate
- Nurturing
Audience Expectations
Audiences have high expectations and even higher regard for the Caregiver brands. These brands are expected to exhibit social responsibility in full swing and value the customer’s needs above everything.
Caregiver Brands
Caregiver brands are most commonly confused with non-profits. But there are other brands too that follow the Caregiver archetype psychology. Such as:
Pampers: Babies shall be protected, and Pampers can do that with top-quality diapers.
Campbell’s Soup: A warm bowl of soup when you’re sick can feel like a hug from your grandmother.
Procter & Gamble: Touching lives, Improving lives. Certainly, their love language is caregiving.
Is The Caregiver Archetype For You?
Brands that want to help their customers can use branding strategies that appeal to the Caregiver archetype. The audience will always rely on the brands for compassion and a sense of security.
11. Jester
Jester archetype hints heavily at laughing, rolling on the floor. Jester brands can capitalize on all the happy and funny moments in life to trigger happy emotions in the customers.
Traits
- Playful
- Spontaneous
- Unpredictable
Audience Expectations
The jester audience takes life’s adversities with a pinch of salt and is always looking for ways to have a little fun and spend a good time.
Jester Brands
Jester brands put the humour in branding and marketing. Here are examples of brands that have tickled our funny bone:
Old Spice: Funny commercials, witty copywriting; Old Spice has been doing it right.
Ben & Jerry’s: Punny product names, an unforgettable logo, and playful designs make for a great jester brand.
GoDaddy: Let’s not even mention the name. Everything about this brand is pun-tastic.
Is The Jester Archetype For You?
Jester archetypes are not picky; they just want to laugh, so you can pair them with anyone as long as we get a good laugh out of it. Keep things light and funny, and you’re good to go.
12. Sage
The Sage archetype seeks knowledge and wishes to understand the world. The audience is usually looking for answers to questions or solutions to problems they want solved. Either way, they are looking for help and advice. They need someone with the correct and complete information.
Traits
- Knowledgeable
- Trustworthy
- Intellectual
Audience Expectations
The Sage audience is looking for information they can trust. They require brands to be authoritative when they make a claim and offer insights based on pure knowledge.
Sage Brands
Many information bodies appeal to the truth-seekers. Here are some notable brands:
TED: Learning from the experiences of others can be a great way to prevent mistakes.
WebMD: Have a rash and need to ask someone right now? WebMD is the way to go (Doctor’s discretion advised)
The NY Times: Responsible journalism is a sight for sore eyes, but The NY Times tops the list.
Is The Sage Archetype For You?
Don’t talk down to the Sage archetype audience. Respect their intelligence when you communicate and build on it with knowledge and intellect.
How to Choose the Right Archtype for Your Business/Logo?
Are you excited to use the archetypes and improve your logo? That’s great, here is a step by step guide to help you design and optimize your logo to fit the right archetype for your business.
Step #1 Define Your Brand’s Purpose
The first thing to consider is what your brand wants to do. Does it want to make people laugh, or does it want to care for them? If you have clarity on your purpose, you can narrow down which archetypes match that purpose. The logo should be designed accordingly. If it is for a jester archetype, there’s space to make it funky or out of the box, but if it’s for the caregiver audience, it needs to be comforting and serious.
Step #2: Understand What Your Audience Needs
While you know your brand’s purpose in the first step, it is essential not to guess but to actually know what your audience needs. This will help you determine whether your logo should stay within the industry norms or break them.
Step #3 Determine Your Brand’s Personality & Voice
Inconsistent branding leads to early business death. Keep your designs, tones, and overall communication consistent across different channels. For instance, if you decide to have a very approachable and down-to-earth brand voice, you cannot use a logo that resembles luxury brands. Consistency will ensure you find and appeal to the right archetype.
Conclusion: A Hot Take On Logo Design Archetypes
We won’t be the judge of Carl Jung’s archetype psychology, but if the 12 archetypes are getting too much for you or you keep overlapping them (which will happen), don’t burn brain cells over it. While it is an excellent guide for logo design and other branding strategies, you don’t have to follow it through and through.
Let us take over and help you create a unique logo that is in tune with your brand voice and your audience. Use the free logo maker and channel your inner artist.
