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Insights – Learning from Failure, Innovation and Workplace Culture
As we saw in the previous video, it’s super important to stand out in your own way and in your own style—to set yourself apart from others. But… how do you do that?
1. Find Your Archetype:
Carl Jung, the father of analytical psychology and the figure behind the topic we will explore in this article, believed that we are all born with a collective unconscious. In other words, no matter where we are or what our cultural context is, there will always be certain patterns and ideas with which we can all identify. Jung called all these symbols, which we share as human beings, archetypes. These archetypes have different values, meanings, and personalities that symbolize the most basic motivations of human beings.
There are 12 types of archetypes:
The Innocent: He is an idealist, a champion of truth and justice. He trusts in life and in others. The archetype of the innocent is like a small child who marvels at everything.
The Rebel: He goes against the grain and challenges the status quo. He breaks with convention and finds new approaches, encouraging others to think differently.
The Magician: He makes your dreams come true. He wants to transform reality—or even ourselves. He proves that nothing is impossible and always surprises us.
Phrase: “It can happen.”
Goal: To be extraordinary.
Values: Knowledge, skill, experience, intuition.
The Everyman: He is an ordinary person. He values others for who they are. He likes to help others and be part of a community. He rejects any form of elitism.
Quote: “We are all equal.”
Goal: To achieve equality.
Values: Friendship, closeness, empathy, realism.
The Lover: This is an extremely emotional; they give themselves completely to a partner, a project, or life itself. They value emotions and help people feel desired in some way.
Quote: “In Pursuit of Love.”
Goal: To give love.
Values: Gratitude, passion, commitment, satisfaction, and allure.
The Jester: Turns routine into fun. Is free from social prejudices and breaks imposed taboos. Seizes the moment and shuns boredom.
Quote: “To live is to laugh.”
Goal: Have fun at all times.
Values: Joy, fun, wit, cheerfulness, playfulness.
The benefactor: finds fulfillment by meeting the needs of others. They inspire trust and view the world as their own, taking responsibility for it.
The Creator: He is original and nonconformist, always seeking new ways to express himself and find joy. He values beauty and places great importance on the beauty of things.
Quote: “If it can be imagined, it can be created.”
The Ruler: He is a responsible leader. He always makes the right decisions for the benefit of everyone. He knows how to use his image and prestige to consolidate his power.
Choose the archetype that best suits you, your vision for your product or service, and your values. To do this, go to the toolkit, where you’ll find a quiz to help you identify your archetype(s).
Finding your archetype is the most important and “primitive” aspect of building a brand. If you understand your archetype, you’re very likely to reach your target audience.
2. Find inspiration: Creating mood boards
Now that you know your brand archetype and have clearly defined your brand manifesto (remember: mission, vision, values), it’s time to bring your brand to life and give it a visual identity.
Why is a mood board important when creating a brand?
It will go a long way toward helping you flesh out your ideas, spark your creativity, and define key visual elements such as color schemes, typography, and the essence of your brand.
How do you create a mood board?
Nowadays, it’s incredibly easy to find stock image sites that can help you. We recommend Pinterest. When searching for these images , don’t take things too literally. For example, if one of your values is joy, you don’t necessarily have to save images of people laughing; instead, look for images that convey that sense of joy.
Are you ready?
Now that you have all your images, we recommend printing them out so you can see them all laid out on a single page. You’ll notice that many of them share similarities in color, shape, font, and so on. Keep the best ones. Remember, this is your project, and it should reflect your personal taste.
Here's a clear example of what your mood board could look like. See how this designer has drawn inspiration from different sources?:
In the toolkit, we’ll provide you with a template for an effective mood board, complete with keywords to help you create the best possible mood board for your brand.
3. Color scheme, typography, and logo
Chromatic
The color palette is the most important visual tool for your brand. It allows your customers to perceive your brand’s tone of voice and the emotions associated with it. For example, using cool tones—such as blue, which is perceived as a relaxing color—is not the same as using warmer tones, such as orange, which is a color full of energy.
When you create your mood board, you’ll notice which colors stand out the most for your brand. However, it’s important to keep in mind that the brain has a specific reaction to and psychological perception of colors. If you’d like to learn more about the meaning of each color, I’ve included an article in the toolbox that you can use as a guide when making this decision.
Typography
Just as with color theory, there is also a psychology of typography. Choosing a font can be overwhelming—there are endless possibilities and combinations—but since it is one of the main visual pillars of your brand, it’s important to choose carefully.
It’s not just about choosing one font—you need several that can help optimize your messages and give them the impact you need, depending on what you want to convey.
Canva is one of the easiest and most practical design tools available, and it even offers a variety of font combinations that can be tailored to your brand’s style.
If you want to explore further, I recommend checking out dafont.com, where you can find free fonts.
Logo
Now that we have all the elements listed above, it’s time to create your logo. Logos are extremely important to a brand; if you think about it, they’re the first thing your customers will see when they encounter your brand.
It needs to have a strong personality, be timeless, simple, and distinctive.
One of the simplest and most practical tools for creating your logo is Adobe Express. Just enter your name and slogan, and it generates at least 10 different options that you can customize.
Another website we can recommend is Canva, since it not only offers a logo generator but also features a variety of tools to help you develop your brand’s visual identity, such as business cards, posters, and templates for social media posts.
Remember that this is your project, and you're in charge of it. Don't be afraid to let your creativity run wild and create things that are completely different from what you've seen before (:
Sources:
Carl Jung's Archetypes and the Collective Unconscious // Brand Inception: A User's Manual
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