Brand Archetype Design Moodboards

Based on the 12 Brand Archetypes, our moodboard collection features descriptive words, logo designs, personas, color pallets, fonts, textures, space designs and all the inspiration you need to for your next design project.

12 Pins

Bizzy Bizzy

the sun website is displayed with different colors and shapes, including blue, green, yellow,

Sage Archetype Branding

Sage Archetype Aesthetic

Sage Brand Archetype Moodboard

The Sage brand archetype is also known the thinker, expert, guru, philosopher, teacher, analyst, and investigator. Your customers want to feel educated, wise, engrossed and informed. When marketing,The Sage should use factual, authoritative and intelligent language. Avoid overly persuasive pitches and hyperbole. Marketing may be polished and dignified. Colors are often neutral or subtle colors such as gray, navy, or white. Use classic, trustworthy fonts.

an advertisement for innovation magazine with photos and text on it, including the words imagine

Magician Brand Archetype Moodboard

Magician brand archetypes are visionary, charismatic, imaginative, inspiring, transformational, idealistic, spiritual, wise, inventive, holistic, intuitive and divine. Your customers want to feel fascinated, enchanted and bewildered when working with you. When marketing, The Magician should use grandiose, moving and articulate language. Imagery may include high-tech gadgetry on one end of the spectrum or ethereal celestial scenes on the other. Colors palettes should be rich and full.

an advertisement for the company with pictures and words

Innocent Brand Archetype

Innocent Brand Archetype Moodboard

The Innocent archetype is also known as a traditionalist, optimist, idealist, cheerleader, purist or do-gooder. Your customers want to feel hopeful, encouraged, trusting and joyful when working with you. When marketing, The Innocent should use simple and concise language with a cheerful and optimistic tone. Avoid overly salesy speech. Marketing may reference nostalgia, families and children, or peaceful nature scenes. Muted color palettes and rounded or soft fonts are a good choice.

the color scheme for an interior design project

Business Branding Inspiration

Color Boards

Brand Board

Branding Photos

Regular Guy Brand Archetype Moodboard

The Regular Guy or The Regular Gal is also known as the egalitarian, realist, communitarian, friend, everyperson or guy / gal next door. The Regular Guy / Gal should use a friendly, colloquial voice. Avoid jargon, wild claims and gimmickry. The tone should be humble and practical. Imagery should be people-centric and may include wholesome families, collaboration or community. Color pallets tend toward neutral tones (nothing too bold or bright). Fonts should be easy to read.

the website is designed to look like it has many different colors and designs on it

Lover Brand Archetype

Lover Brand Archetype Moodboard

The Lover archetype is also known the partner, harmonizer, matchmaker, connector, romantic, heart-centered business or sensualist. The Lover should use intimate, seductive, adjective-rich and flowery language. Imagery may include sensual photos of food, beautiful objects, fabric backdrops, couples / friends sharing a moment, and may even include erotic images. Colors might be deep jewel tones, passionate reds or soft romantic tones. Elegant script typefaces or handwritten fonts are often used.

a collage of photos with the words intense and related to it, including an image of a man on a motorcycle

Maverick Brand Archetype

Rebellious Branding

Maverick Archetype

Brand Personality

Branding Your Business

Outlaw Brand Archetype Moodboard

The Outlaw brand archetype (or brand personality) is also known maverick, destroyer, rebel, revolutionary or game changer. Your customers want to feel rebellious, thrilled, empowered, impulsive and unique when working with you. When marketing, The Outlaw should use raw, candid and bold language. Slang and even profanity may appeal to your audience. Imagery may be shocking or provocative or feature destruction or conflict. Colors tend to be dark with wild accents, and fonts tend to be grungy.

a collage of photos with different colors

Jester Brand Archetype

Jester Archetype

The Jester

Brand Identity Guidelines

The Entertainer

Jester Brand Archetype Moodboard

The Jester brand archetype is also known the entertainer, wit, joker, fool, performer and comedian. Your customers want to feel playful, giddy,energized and amused when working with you. When marketing, The Jester should use high-energy, expressive, self-deprecating or clever language. Telling jokes and drawing on unconventional, silly, or over-the-top imagery will go over well. Jester brands tend to grab attention with bright colors and bold fonts. Nothing should be boring.

an advertisement for the masculine sharp campaign, with images and text on it

Hero Brand Archetype Moodboard

The Hero brand archetype (or brand personality) is also known warrior, champion, victor, liberator or rescuer. Your customers want to feel inspired and self-confident. They are looking for results and quick response time. When marketing, The Hero should use confident, motivational and direct language. Verbiage should challenge customers to take action. Imagery may include empowering people, nature scenes that represent challenges (mountains, storms) or before / after results photos.

a collage of photos with the words love, selfies and support on them

Caregiver Brand Archetype

Caregiver Brand Archetype Moodboard

The Caregiver archetype is also known as the servant, angel, martyr, mother, supporter, advocate or nurturer. Your customers want to feel loved, taken care of, safe, secure, grateful or pampered when working with you. When marketing, The Caregiver should use considerate, sentimental, thoughtful and gentle language. Imagery may include happy families or the comforts of home. Colors tend to be soft pallets paired with round or delicate fonts. Pricing is low to moderate.

the brochure is designed to look like an office

Ruler Brand Archetype

12 Archetypes

Black Castle

Descriptive Words

The Ruler brand archetype (or brand personality) is also known the leader, powerbroker, conductor, executive or royalty. Your customers want to feel successful, influential, recognized and mesmerized. They look to you for high quality, timeless products and services. When marketing, The Ruler should use refined and articulate language intended to impress. Imagery is often sophisticated, classical, statuesque or regal. Colors may be classic colors (corporate blue, navy, maroon, browns).