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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.


Icon art by Chris-Kerr, The Noun Project

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

Key Characteristics



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.


Denouncing the status quo or by disruption and shock.


Palette: Bold, Edgy, Unconventional

Key Colors: Unexpected Pink, Yellow, or Black

Harley-Davidson | Virgin | Diesel

Company Examples

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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