The Outlaw, the Rebel, and the Rule Breaker are three archetypes of the rebellious spirit. The world's most powerful outlaws have distinctive brand identities. They can be found in everything from the clothes they wear to the way they interact with the people around them. We all have a wild side, and the Outlaw logo archetypes faucets into our deep choice for nonconformity, to the factor of rebellion.

The power of the Ruler is to create and maintain a prosperous and peaceful kingdom. The power of the Magician is to transform reality by changing consciousness. Without the Magician, who heals the wounded Ruler, the kingdom cannot be transformed.”

What is truth? If you are the Sage brand archetype, this is the question that keeps you up at night. A perfectionist by nature, the Sage won’t settle for ambiguity and is on a mission to analyze everything to find the right answer and share it with others. News outlets, museums, and universities fall under the Sage archetype.

Finding oneself; self-realization through discovery is the ultimate goal of the Explorer. In our Western culture, the Explorer archetype is an undercurrent running through all of society. Brands that spring forth from this current are those that speak to the need for freedom, adventure, and independence.

Who doesn’t like to have fun?! The role of the Jester archetype is to bring everybody together to play and appreciate the joy in life. As the ultimate entertainer, the Jester is able to make people feel good — a feeling that any brand would like to have associated with it.

Just think about where we’d be without structure and order in our lives. While power, control, and authority may be easy to abuse, chaos still needs to be managed. Brands that are able to provide the world with the security and stability we all desire are the ones that earn the title of Ruler.

The cute kid, the dreamer, the optimist, the do-gooder. What do they all have in common? They are manifestations of the Innocent brand archetype, used by corporations to speak to two often unmet needs in our fast-paced, hectic lives; simplicity and happiness.

The Caregiver brand archetype can be summed up in two words: compassionate and self-sacrificing. Picture the empathetic nurse or the helpful concierge, and you will see how the Caregiver archetype is a personality fit for brands that aim to nurture or serve others, from healthcare to nonprofits, to hospitality industries.

Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control. Hanging in this delicate balance, we find visionary and innovative brands that value imagination and self-expression, particularly in the fields of the arts, design, marketing, and technology.

Intimacy and connection; no man is an island. People want to feel special and Lover brands exist to meet this need. In this journey we call life, what’s love got to do with it? Everything.

The courageous triumph over adversity is the defining characteristic of the Hero archetype. Finding deep satisfaction, exhilaration, and purpose in this feat, the Hero archetype displays great tenacity to achieve it, with a “never give up” attitude. We’ve all been inspired or saved by a hero… Where would we be without them?

It seems one of the highest compliments bestowed upon a celebrity is that the superstar “is so down to earth!” The comfort and appeal of knowing that something or someone who is larger than life is actually “just one of us” is the pull of the Everyman archetype, and brands that are relatable in this way will go a long way in capturing the hearts of their consumers.