Archetype illustration

Illustrative pictograms of brand Archetypes.Designed for cluostudio, Krakow. (Now Pleo Design and S Design)

Nick Bantock is the author of 30 books, with about a dozen of them making bestseller lists, including the New York Times. He’s also an artist. His latest publication is a deck of personal archetype…

Throughout IBM’s history, like many other companies, it has undergone a series of dramatic logo (as well as name) changes. The one we know today, designed by Paul Rand in 1956 used a typeface calle…

There are 12 character archetypes first proposed by Carl Jung in 1917. These archetypes are innate patterns of thought that impact their behavior. Brands choose to align themselves with brain archetypes to build customer relationships and market differentiation. Take a read of the very interesting article “What is a Brand Archetype” by Design Positive to learn more about how to communicate better depending on the spirit of the user. Link to the article on the comment section below

Brand Archetypes : The Vanguard (Hero). It embodies bravery, courage, and the will to overcome obstacles and adversity. Subcategories --The Warrior- embodies the traditional aspects of the hero as a brave and skilled fighter. The Warrior is courageous, decisive, and driven by a sense of duty, often engaged in battles or conflicts that test their mettle. They are protectors and defenders, standing up for what they believe is right. -The Champion- is a competitor and achiever, always striving…

Jester brands are all about living life in the moment and enjoying every bit of it. They bring laughter and a playful energy to any situation. Customers gravitate to Jester brands because they exude a "let your hair down" mentality.

Creator brands are the pioneering makers of the world. They are creative and resourceful, and seek to turn imagination into creation. Customers gravitate to Creator brands because they are inspired by the way the they think and innovate the world around us.

Archetype explores the use of repetition as a counterweight to unruly, random structures. As each single component look chaotic alone, the repetition brings along a sense of intentionality, ultimately resulting in a complex, yet s