Brand Narrative Guide

For the framework origins and examples of putting character and story into an identity, read The World Behind the Logo.

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Archetypes

Illustrated gray-haired man in a green cardigan smiling in a leafy urban setting.

The Caregiver

A loyal protector motivated by compassion, service, and the desire to make others feel supported and safe.

Block-shaped illustrated person in a floral blue jacket and cap, surrounded by swirling blue patterns and yellow flowers.

The Creator

Turns imagination into distinctive work through invention, craft, and self-expression.

Three-dimensional illustrated man in a blue overshirt smiling against a softly blurred outdoor background.

The Everyman

Relatable, practical, and down-to-earth, seeking genuine connection and a sense of belonging without claiming special status.

Illustrated astronaut in a helmet, outlined in blue, cyan and orange light against a deep blue background.

The Explorer

A restless seeker of truth, self-improvement, and the unknown who values freedom and discovery above comfort.

Illustrated tennis player holding a racket over her shoulder against a vivid red background.

The Hero

Driven to prove worth through courageous action, disciplined effort, and victory over meaningful challenges.

Illustrated woman with curly hair and a cream sweater beneath a blue sky filled with white clouds.

The Innocent

Optimistic, sincere, and morally clear, seeking to do the right thing and help people recover a sense of simplicity or hope.

Woman in pink sunglasses and a pink shirt smiling with both hands raised against a white background.

The Jester

Brings play, humor, and enjoyment into life while helping people notice what has become too rigid or self-serious. Trickster is one Jester subtype, not a second name for the entire archetype.

Illustrated man in profile raising one hand, surrounded by flowing blue, pink and orange light.

The Lover

Governed by the heart, prioritizing intimacy, passion, beauty, and the experience of meaningful relationship.

Stylized woman in profile wearing a white jacket and black high-neck top, lit in violet against a pale lavender background.

The Magician

Seeks to understand hidden principles and use that insight to produce meaningful transformation or make the seemingly impossible real.

Portrait of a man in a black shirt against a dark green background, lit from one side.

The Rebel / Outlaw

Defies authority and rejects limiting norms in order to overturn an unjust, stale, or ineffective system.

Portrait of a woman in a red suit with her fingertips together against a deep red background.

The Ruler

Uses authority, standards, and stewardship to create order, stability, and a sense that important outcomes are under control.

Black-and-white portrait of a woman in a dark sweater, resting one hand near her chin.

The Sage

Seeks understanding through inquiry, evidence, and reflection, then makes knowledge useful to others. Mentor or teacher is one Sage subtype, not a second name for the entire archetype.