This archetype positions itself as wise, knowledgeable, and expert in its field. This archetype is often associated with brands that offer products or services that require a high level of expertise or that provide valuable information or insights.
Icon art by SUBAIDA The Noun Project
Knowledgeable | Trustworthy | Thoughtful | Analytical | Mentor | Guru | Advisor
Use the following strategy in your marketing communications to connect with your target audience.
Showing the path to wisdom or celebrate life-long learning.
Suggested color guide for using color to communicate the brand‘s values and attributes.
Palette: Professional, Classic, Collegiate
Key Colors: Green, Gray, or Blue