This spring, Anabliss started a project that better defines how we think about and perceive brands. The perfect assignment for the new intern to hone her design skills was creating a book about brand archetypes. The project was intended to be an internal guide for the designers, but it quickly turned into something a little bigger. We began to see this compilation of archetypes as something that would not only benefit us as a company, but could help our clients and fans understand how we think. So, we proudly present to the Internet and design-world our Brand Archetypes Guide.
In the Archetypes handbook, we chose 21 different well-known and commonly used brand archetypes to represent. What’s an archetype, you ask? The dictionary defines it as, “A very typical example of a certain person or thing.” But we define it as a component or characteristic that is essential to every brand, because it’s what connects brands with their particular set of values and beliefs. It’s a brand’s character. And whether the audience is aware or not, every brand has one. That’s what makes great brands so successful! Because brands aren’t just a name and a logo. They’re an attitude. They’re a feeling. They’re a personality.
Download the Archetypes PDF here.
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This is very well done. Kudos to your intern!
Wow! I wish Dr. Lane would have presented something like this in our branding class! My mind swarming with ideas, implications and academic models that can be applied to these archetypes.
This is a great idea, and the pieces are very well done. It’s also interesting to think about how much or how little these archetypes change over time.