Archetypes Digital
An open knowledge base on brand archetypes
Five hundred selected branding elements — colours, typefaces, shapes, values, feelings, tones of voice — arranged across Jung's twelve archetypes, plus fifteen tools that turn the reference into decisions.
The project exists because brand decisions are usually made on gut feeling and then cannot be explained to anyone.
What's inside
Twelve archetypes
Brand elements arranged across Jung's archetypes.
Tools
Fifteen tools for brand decisions.
Many languages
Including right-to-left scripts.
What you get
- Grounds for brand decisions
- A reference of elements by archetype
- Free access
Discuss a task
Describe the task in a couple of lines — by email or Telegram. We will say honestly what we can do and where it makes sense to start.
Articles
Tone of voice forms by itself, from decisions that are not about the brand
A product's tone is set by error messages, button labels and documentation. Developers write them without thinking about the brand, and that becomes the tone.
Five hundred elements instead of intuition
Colours, typefaces, shapes, values, feelings, tones, compositions and graphic styles mapped to twelve archetypes, so a brand decision can be checked.