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The Explorer
Brand Archetype

This archetype positions itself as adventurous, curious, and independent. This archetype is often associated with brands that offer products or services that allow customers to experience new and exciting things, or that enable them to be self-sufficient and self-reliant.

Explorer Icon by Vectors Market Noun Project

Icon art by Vectors-Market, The Noun Project

Restless | Adventurous | Ambitious | Individualistic | Independent | Pioneering
hand drawn star icon

Key Characteristics

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Use the following strategy in your marketing communications to connect with your target audience.

Suggested color guide for using color to communicate the brand‘s values and attributes.


Celebrate the journey or acknowledge confinements.


Palette: Confident, Sporty, Modern

Key Colors: Red, Orange, or Green

Patagonia | Land Rover | North Face

Company Examples

Craft a Brand That People Will Love

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  • Establish a clear foundational strategy that mirrors what your business stands for.

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  • Discover your brand's unique color palette, vibe, and style.

  • Discover effective communication strategies to connect with your audience based on your archetype.

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