The Outlaw
Brand Archetype

This archetype positions itself as rebellious, unconventional, and outside of the norm. This archetype is often associated with brands that offer products or services that challenge established ideas or practices, or that allow people to break free from conventions and expectations.

Outlaw Icon by Chris Kerr From the Noun Project

Icon art by Chris-Kerr, The Noun Project

Rebellious | Wild | Paving the way for change | Free-spirited | Counter-cultural

Key Characteristics

Rebellion

Outlaw brands often emphasize their rebellious nature and their willingness to challenge established ideas or practices.

Unconventionality

Outlaw brands often position themselves as outside of the norm and may use unconventional tactics or approaches in their branding.

Individuality

Outlaw brands often emphasize the importance of individuality and may encourage their customers or clients to be themselves and reject societal expectations.

Freedom

Outlaw brands often emphasize the freedom and independence that their products or services provide, allowing their customers or clients to break free from constraints and explore new possibilities.

Risk-taking

Outlaw brands often encourage their customers or clients to take risks and embrace new and exciting experiences.

Strategy

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.

Connection

Denouncing the status quo or by disruption and shock.

Color

Palette: Bold, Edgy, Unconventional

Key Colors: Unexpected Pink, Yellow, or Black

Harley-Davidson | Virgin | Diesel

Company Examples

Explore Other
Brand Archetypes

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The Outlaw Brand Archetype