The courageous triumph over adversity is the defining characteristic of the Hero archetype.

Ask yourself: Do you place a high value on serving or protecting others? Is your goal to help people care for other people, pets, society...

Brand Archetypes — Meet the Outlaw. We all have a wild side, and the Outlaw logo archetypes faucets into our deep choice for non-conformity.

They are manifestations of the Innocent brand archetype, used by corporations to speak to two often unmet needs in our...

Seemingly oxymoronic by nature, the Creator archetype desires freedom while at the same time deeply motivated by control.

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...