The Magician
Brand Archetype

This archetype positions itself as transformative, innovative, and able to create change. This archetype is often associated with brands that offer products or services that have the ability to change people's lives in significant ways.

Magician Icon - Rabbit ears coming from a hat

Icon art by Ayub-Irawan, The Noun Project

Imaginative | Visionary | Сharismatic | Mysterious

Key Characteristics

Transformation

Magician brands often emphasize their ability to transform people's lives or circumstances through their products or services.

Innovation

Magician brands often position themselves as innovative and able to create change through their products or services.

Mystery

Magician brands often have an element of mystery or intrigue, and may use symbolism or allegory in their branding to create this effect.

Creativity

Magician brands often emphasize their creative approaches and encourage their customers or clients to think creatively as well.

Magic

Magician brands often evoke a sense of magic and wonder, and may use imagery and language that suggests the unexpected or the extraordinary.

Strategy

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

Connection

Developing a vision and living by it or assisting a transformation.

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

Color

Palette: Bold, Mysterious, Sophisticated

Key Colors: Purple, Dark Grey, White

Coca-Cola | Disney | Dyson

Company Examples

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Brand Archetypes

A brand archetype is essentially a shorthand way of communicating the core values, traits, and motivations of a brand. By understanding your brand's archetype, you can craft marketing messages and develop a creative strategy that speaks directly to the psychological needs and desires of your target audience.

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The Magician Brand Archetype