UNDERSTANDING LOGO DESIGN BRIEF eKLAARO OAL Feminine Young Luxury Modern Playful Loud Simple Subtle Organic ——i——_ Masculine ——a———._ Mature ——1a+#——_ Economical ——i——_ Classic ——m———_ Serious —a——._ Quiet ——_m———_ Complex ——l——_ Obvious —i———._ Geometric VAAL LARATHE PSYCHOLOGY OF 1 YPOGRAPHY x Lye etl ah mL S erif > Times New Roman Traditional Impressive Bodini Georgia Authority Garamond Respect Baskerville Popular Serif Fonts Sy Sy S ad N S = Helvetica Clean _ Verdana Modem Arial Stable ¢ . al Century gothic Objective Calibri Popular Serif Fonts Slabec> == as . Courier Strong serif pee Solid Clarendon Modern Bevan , Script > sie apfino Lucida Brash Seript . Mocern = Injinity Exclusivky Eurostyle Fashionable Majoram Stuish Mlatchbook shore PoliticaBrand Archetypes Alist of brand archetypes and examples of Innocent ‘With a positive and kind speech, this archetype sees the goad in ‘everything _ Outlaw ‘The Gutlaw is the archetype that wants @ revolution and is nol scared {0 break ‘the rules to achieve it. t Lover The lover archetype is an idealist aspiring not only for sensual pleasure, but true love, as well, @& ca Is Creator ‘Creators (also called builders) are non-conforming by nature, they want to build a better world using ‘the tools at their disposal aH > 2 m - Content: Harald Meyer-Delius Mustration: Hayley Cantar for PRINTSOME.COM famous brands that have them. Google Bo Own) Sage The Sage is the archetype that will never know too much. This archetype knows so much thal at times it might soem as supernatural s Old Spice man Jester This archetype is the very definition of an hedonist - Its only mission in life is to enjoy it Mercer —, BRITISH AIRWAYS > | Microsoft Ruler A brand that wants to “Rule them all’ will have a narrative that they're the industry. ARE; RedBull si Girona. Extra Explorer This archetype wants to travel the world and experience everything it has to offer (SEES _— Hero Heroes are brave, selfless, stand up to the bad guy and defend the underdag. we VISA cS) Everyman Who's the everyman (also known as the regular quy/ginl)? Well, you look at hinvher every time you look @ yourself in the mirror unicef Gohnmenatfofimen re Caregiver H the Ruler archetype is your boss then the Caregiver archelype is your parent printseme