Articles: Archetypes Digital
An open knowledge base on brand archetypes
Archetypes DigitalTone 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.