Archetypes are universally recognized symbols and themes that evoke emotional responses. Many popular brands rely on them to create strong, relatable identities.
Learn how Archetype theory can help you connect with your audience 👇
Origins Of Archetype Theory
In the early 1900s, Swiss psychologist Carl Jung introduced archetypes—universal patterns in our collective unconscious that shape how we see and engage with the world.
A century later, Carol S. Pearson adapted Jung's archetypes for business, using them as tools for brand growth and positioning.
Archetypes In Branding
Archetypes are collections of symbols recognized across cultures that trigger emotions. They help brands build a clear, relatable identity that connects with their target audience.
Types Of Archetypes
According to Pearson, there are 12 main archetypes, such as The Explorer, The Caregiver, The Creator, The Ruler, etc. Each archetype has its own values and behaviors. Most brands have one dominant archetype and a secondary one.
For example, Apple combines The Magician and The Creator by offering a magical user experience, innovative tech, and the power to bring dreams to life.
Why Brands Need an Archetype
Archetypes help brands stand out, build emotional connections, and show their values. They humanize the brand, making people want to engage with it and choose its products.
How To Find Your Archetype
– Define your mission, core values, and brand personality.
– Identify your audience’s needs, values, and desires.
– Ask: Does your brand solve problems (Hero) or entertain (Jester)?
– Incorporate archetype traits into your tone of voice and visual style.
Archetypes In Web Design
When designers understand a brand's "personality," they can create a visual identity that reflects it. The archetype influences everything from typography to website layout, for instance:
The Sage: Minimal design, clean structure, neutral tones.
The Jester: Bold colors, playful animations, hand-drawn fonts.
Learn how Archetype theory can help you connect with your audience 👇
Origins Of Archetype Theory
In the early 1900s, Swiss psychologist Carl Jung introduced archetypes—universal patterns in our collective unconscious that shape how we see and engage with the world.
A century later, Carol S. Pearson adapted Jung's archetypes for business, using them as tools for brand growth and positioning.
Archetypes In Branding
Archetypes are collections of symbols recognized across cultures that trigger emotions. They help brands build a clear, relatable identity that connects with their target audience.
Types Of Archetypes
According to Pearson, there are 12 main archetypes, such as The Explorer, The Caregiver, The Creator, The Ruler, etc. Each archetype has its own values and behaviors. Most brands have one dominant archetype and a secondary one.
For example, Apple combines The Magician and The Creator by offering a magical user experience, innovative tech, and the power to bring dreams to life.
Why Brands Need an Archetype
Archetypes help brands stand out, build emotional connections, and show their values. They humanize the brand, making people want to engage with it and choose its products.
How To Find Your Archetype
– Define your mission, core values, and brand personality.
– Identify your audience’s needs, values, and desires.
– Ask: Does your brand solve problems (Hero) or entertain (Jester)?
– Incorporate archetype traits into your tone of voice and visual style.
Archetypes In Web Design
When designers understand a brand's "personality," they can create a visual identity that reflects it. The archetype influences everything from typography to website layout, for instance:
The Sage: Minimal design, clean structure, neutral tones.
The Jester: Bold colors, playful animations, hand-drawn fonts.
