II. Ansatz: Typografie auf einem vielseitigen rasterbasierten System aufbauen
Der Schriftzug einer Marke ist eines der ersten Dinge, mit denen ein Konsument in Berührung kommt. Somit kann man hiermit bereits ein Gefühl für den Charakter der Marke vermitteln.
Wird ein ganzer Zeichensatz erstellt, ist es hilfreich und ratsam es auf einem bestimmten rasterbasierten System aufzubauen. Auf diesem System basierend können sodann andere Symbole und/oder Icons erstellt werden. Ziel ist es, eine einzigartige Identität zu Schaffen und die Marke bestmöglich ihren Ausdruck zu verleihen. Dabei ist auf die Intention und die Botschaft, die die Marke vermitteln möchte einzugehen und zu achten.
Sans Serif Typeface von Billy Sawyed, Behance
III. Ansatz: Bereitstellung einer typografischen Persönlichkeit
Saffron Brand Consultants verlieh gemeinsam mit dem Dalton Maag Studio, der Stadt Wien mit ihrem Redesign ein neues Gesicht. Das neue Logo zeigt eine schwungvolle Formensprache auf, in Anlehung des Stadtwappens. Sie erstellten ein ganzes Typeface und ließen sich hierbei von der Stadt selbst inspirieren, ihrer Architektur, Kultur und Geschichte, welche sich in dieser wiederspiegelt.
Stadt Wien Logo Redesign, https://commons.wikimedia.org/
IV. Ansatz: Ein kohärentes Designsystem, das von der Schrift ausgeht
Immer mehr Unternehmen legen Wert auf ein ausgefeiltes Designsystem, welches die Zusammenarbeit in einem Unternehmen intern und die Kommunikation des Designs um einiges erleichtert. Um den Wiedererkennungswert einer Marke zu steigern, sorgt ein individuelles Typeface Design für einen konsistenten, eigenständigen Auftritt über viele Plattformen hinweg.
V. Ansatz: Ein Typeface auf dem Logo basieren erstellen
IBM, Microsoft, Duolingo und viele weitere Unternehmen haben ihre eigene Schrift, basierend auf dem Logo. So harmoniert die Schrift stets mit dem Logo und der visuellen Erscheinung der Marke. Ein Typeface, welches mit dem Logo harmoniert und dessen Formensprache übernimmt und somit eine einheitliche Bildsprache einer Marke entsteht.
Das sind verschiedene Ansätze, wie Persönlichkeit einer Marke durch Typografie vermittelt werden kann.
An important factor to create joyful experiences is empathy. Speaking of empathy in design we have to consider that there are people (as well as brands) with different archetypes to consider. Those archetypes have very different personalities and priorities. Knowing about their mindset is the key to tailored and hence empathic design which acts as a base for joyful design.
In Branding the wheel of twelve archetypes by Carl Jung is a popular tool to explore and figure out where a brand is positioned—which also helps to find a brands voice. Carl Jung developed this concept because of his conviction that archetypes are universal, archaic patterns and image that derive from our collective unconscious. He interpreted them as our psychic counterpart of instinct, which manifests in behavior on interaction with the physical world. Therefore those archetypes not only can be connected with brands but with characteristics of people in general.
People as well as brands can be classified to one specific archetype but they can also identify with a mixture of archetypes. (such as Apple) However, classifying a brand helps to shape its character and therefore enables the audience to identify with the brand and elicit the emotional response creating a sense of belonging—competing on a more instinctive, deeper level.
Those archetypes clearly show that we not only have to consider (universal) aesthetics only to create joyful experiences, but that the emotional layer which corresponds to the feeling of belonging, identification and self-actualization is an important factor to consider too. Plus, with the help and consideration of those archetypes a personal connection to the consumer can be easier established, which in turn sets the base for creating joyful experiences as well as satisfying consumers expectations of a brand.
The twelve archetypes
The creator
The Creator brand is visionary, non-conformist and authentic. Those brands want to craft something meaningful and special—they love new ideas and to make them happen and are driven by their desire do produce and create—they are afraid of everything mediocre. Most marketing, design and technology brands are creator brands.
Goal: To realise a vision Strategy: To Develop artistic control and skill Greatest Fear: Mediocre vision or execution Personalities: Artisan, Innovator, Inventor Key Attributes: Innovative, Imaginative, Creative, Artistic, Experimental, Willing to take risks, Ambitious, Desire to turn ideas into Reality, Inventor, Musician, Writer, or Dreamer.
Successful brands will develop a very loyal fan base, for example, Apple and have great chances to become so called “love brands”.
Creator brands promise Authenticity.
“Creator brands often position themselves as the key to unlocking a creator’s creativity. Their main focus is self-expression. The worst thing that could happen to a Creator archetype would be to be seen as inauthentic or a ‘sell-out’.”—Vision One market research
Examples: Apple, Adobe, Lego, Nintendo
The Jester The Joker, The Fun, The Comedian
Jesters live in the moment and fear boredom. They life on the wild site and often use outrageous imagery. They are high on energy, vibrant colors, are playful and entertaining.
Goal: To enjoy the journey and to stand out Strategy: To live in the moment and not be too serious Greatest Fear: To come across boring Personalities: Comedian, Practical Joker, The Fool Key Attributes: Joker, Playful, Carefree, Joyful, Original, Teaser and Foolish
Examples: M&Ms, Doritos, Skittles
The Sage The Teacher, The Investigator, The Mentor
Sage brands strive for truth and want to find the good and the wisdom in all situations. They will promise learning, teaching, knowledge and an open mind. They find fulfillment in finding answers to the most challenging questions and therefore demonstrate intelligence, knowledge and keen problem-solving skills. Charateristics: positivity, wisdom, truth, knowledge, provides intelligence, solutions.
Goal: To use intelligence and wisdom to understand the world Strategy: Seek out information and knowledge Greatest Fear: Being misled or ignored Personalities: Expert/Guru, Investigator, Mentor Key Attributes: Expert, Thinker, Philosopher, Reflective, Advisor, Teacher, Confident, In-control, Wisdom, Intelligence, Planner
Examples: Google, TED, BBC
The Innocent The Honest, The Optimistic, The Pure
Innocent brand have the desire to be free and happy and to keep things simple—they communicate a positive worldview. Because of the optimistic character they are often successful because of moving through barriers, that would stop others. Another characteristic is that those brands aim to motivate others. Brand in health, cleanliness and natural products work with this archetype.
Goal: To be happy Strategy: To do things right Greatest Fear: To come across unhappiness Characteristics: Wholesome, Pure, Forgiving, Trusting, Honest,Happy, Optimistic, Simple.
Innocent brands will promise Simplicity.
“They will offer a somewhat simple solution to any problem associated with goodness, morality, simplicity, nostalgia, and childhood. Innocent brands will strive to do what is right and positive. Most of the time, their simplistic view of the world can be perceived as a weakness. They fear to do something immoral and to see the world being influenced by something negative or unnatural.”—Vision One market research
Examples: Dove, Ford, Coca Cola, Disney
“Dove aims to make women feel confident by using beauty products. Their recent #ShowUs campaign celebrates women in media and advertising. The result is a gallery of women who shatter stereotypes and redefine the meaning of beauty.”—Faith Lisondra [3]
The Lover The Idealist, The Sensualist, The Seducer
Lover brands are all about creating relationships and creating emotions. They want to make people feel special to celebrate the physical joys of being human, fostering intimacy and bliss. Those brands are aesthetically pleasing are passionate and represent anything that pleasures the senses.
Goal: To be in a relationship with the people, work and surroundings. Strategy: To become more and more physically and emotionally attractive Key Attributes: Seek true love, intimacy, Sensuality, Passionate, Sexy, Seductive, Erotic, Seek Pleasure, To Indulge, Follow Emotions. Greatest Fear: Being alone or feeling unwanted Personalities: Harmoniser, Connector, Partner
“The Lover Archetype are customers who value the aesthetic appearance of goods and services. They are likely to be drawn to premium brands that will make them seem more attractive to others.”—Vision One market research
Lover brands will promise Passion
Examples: Lindt, Chanel, Victoria’s Secret
Perfume and Cosmetic Brands core desires are evoking emotions through their cosmetic products and fragrances—as example Chanels branding itself focuses glamour and experiencing the best things in life and therefore representing a Lover brand archetype perfectly.
Through the combination of perfect storytelling and the power of scent—since smell is one of our senses which is deeply connected with emotions, memories and imagination—perfume brands can be considered to be the most powerful brands evoking feelings of joy.
The Hero The Warrior, Champion Or Superhero
Hero brands are successful brands at producing consistent results. They are competent and courageous—they are winner and achievers that get things done effectively, in their mission to improve the world and foremost to leave a mark on the world.
Goal: Expert mastery in a way that improves the world Strategy: To be as strong and competent as possible Greatest Fear: Vulnerability and weakness Personalities: Competitor, Achiever, Coach
“Hero customers value the quality and trust in their products. They like to think that their consumer choices will put them ahead of everyone else, making them less likely to be drawn in by funny or cute adverts.”—Vision One market research
Examples: BMW, Amazon, Adidas
The Rebel The Revolutionary, The Powerful, The Liberated
Many Rebel brands are seen as revolutionary. They bring fresh perspectives, new outlooks and inspirational changes—they are anything but mainstream and make an efforts to stand out. Successful Rebel brands have a cult like following of people attracted by their energy.
Goal: To overturn what isn’t working Strategy: Disrupt, Destroy or Shock Greatest Fear: To be powerless Personalities: The Troubleshooter, Game Changer, The Challenger
The Rebel brand archetype really reflects those who were born to be wild. Rebel customers appreciate the unconventional and forcefully reject the status quo. They are likely to value shocking content or advertisements that are unique with no obvious ‘selling point’.
“The worst thing that could happen to the rebel brand would be to be bought out or for the brand to become too popular. If something isn’t working, the Rebel will destroy it. If they want revenge, they will take it. If they want to start a revolution, they will just do it. […] They won’t stick to industry conventions, they introduce a new attitude and let their customers know that it’s acceptable not to be a sheep in society.”—Vision One market research
Rebel brands will promise Revolution
Examples: Vans, Harley Davidson, Snickers, Jack Daniel’s
The Regular The Realist, The Everyman, The Friend
Regular brands are empathic, humble and put honesty first. Many people feel a belonging towards those brands.
Goal: To belong Strategy: Be down-to-earth and develop solid virtues Greatest Fear: To be left out or stand out from the crowd Personalities: Realist, Democrat, Comrade
“The most effective products or services that a brand can channel the Regular guy archetype are those that give people a sense of belonging with a high degree of practicality, functionality, and low to mid-degree of complexity. The Regular Guy archetype helps customers be OK just as they are.”—Vision One market research
Examples: VW, GAP, Levis
The Magician The Healer, The Wizard, The Visionary
Magician Brands have a deep impact on the customer and give imagination a reason to go wild. They tend to think out of the box and unexpected. They promise transformative experiences and focus on individuals and motivates people to trust their instincts.
Goal: To make dreams come true Strategy: Develop a vision and live by it Greatest Fear: Negative consequences Personalities: The Envisioner, Healer, Catalyst
“Audi have promoted themselves through this commercial as the magician brand archetype by firstly, the choice of the soundtrack ‘Pure Imagination’ By Willy Wonka, a magical film of mystique and enchantment. The advertisement takes you through the technological processes of building the new A5, but with the idea that it has been created and innovated along the lines of your imagination and therefore magical, making dreams come true.”—Vision One market research
The Explorer The Explorer, Trailblazer, Pioneer or Adventurer
Explorer brands are restless, independent and self-motivated—they define freedom and are ambitious. Most of us love to travel and discover new things and people. When a brand does that as a person, people love to look forward to what they bring next. Explorer brands create products that promote individuality, excitement, and a way to experience new things.
Goal: To experience a more authentic and fulfilling life Strategy: To journey, seek and experience new things Greatest Fear: To be trapped and conform Personalities: Individualist, seeker, Trailblazer
“The Explorer aims to make people feel free and nonconformist and also helps people express their individuality. Explorer brands are innovative and ambitious. They seek out the new, pushing boundaries and delighting in unexpected discoveries, whilst embracing a “no limit” philosophy.”—Vision One market research
The Explorer brand archetype promise Freedom.
Examples: RedBull, Northface, Jeep, GoPro
“As soon as you press play on this advertisement by GOpro, you can already sense through the soundtrack that it is all about discovery and freedom. GOpro brand themselves through nature, outdoor hobbies and exploration and they advertise their products to be an essential of this world in the most extreme environments. They aim to inspire travel in people, to go and find themselves and of course to capture every moment with their products.”—Vision One market research
The Ruler The Leader, The Powerful, The Role Model
Ruler brands are leaders in their field—they show authority, create order out of the mess and care a legacy.
Goal: To create a prosperous, successful community Strategy: To exercise power Greatest Fear: Chaos and being overthrown Personalities: Peacemaker, Powerbroker, Conductor
Key Attributes: Manager, Organiser, Productive, Confidence, Responsible, Role Model, The boss, The leader.
Examples: Starbucks, Rolex, Apple
The Caregiver The Caregiver, Nurturer, Parent, Angel
Caregiver Brands are driven by their need to protect and care for others. Their values are empathy, protection, safety and support.
Goal: To help and care for others Strategy: Protecting and doing things for others Greatest Fear: Selfishness and Ingratitude Personalities: Supporter, Advocate, Nurturer
Key Attributes: Altruistic, Selfless, Nurturing, Compassionate, Empathetic, Supportive and Generous
Examples: Innocent, Nivea
Sources
[1] Medium. 12 Brand Archetypes You Can Use to Effectively Position Your Brand. URL: https://medium.com/better-marketing/12-brand-archetypes-you-can-use-to-effectively-position-your-brand-75e0bce0adc6
