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Development of visual identity of a design agency based on archetypes

Author

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  • Baronio, Carolina Bernardi
  • Pagan, Natália Munari
  • Pagan, Karina Munari

Abstract

A company's brand is not just a name and logo, it is also the company's commitment to customers. Brand is a strategic asset, and therefore, when building a brand, the values, purpose, positioning, and personality of the company are also created. The psychology of archetypes understands the inner meaning of brands and products and helps marketers establish lasting concepts and identities. Archetypes are images, symbols, characters and myths that exist all over the world and transmit information in our collective unconscious. By using archetypes, brands have the ability to connect consumers' most basic emotions and motivations. The objective of this work is to evaluate three logos for a design agency. Three archetypes were defined to develop three logos based on their concepts. The archetypes analyzed here are Mage, Jester, and Creator. A survey was carried out with the brand's target audience to find out if the logo was conveying the archetype's message and defined a positioning for the agency. The results obtained were that it is possible to develop a visual identity based on the concepts of archetypes and pass positive emotions and sensations through them.

Suggested Citation

  • Baronio, Carolina Bernardi & Pagan, Natália Munari & Pagan, Karina Munari, 2022. "Development of visual identity of a design agency based on archetypes," Quaestum, University of Sao Paulo, vol. 3.
    • Handle: RePEc:ags:quaest:392453
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    File URL: https://ageconsearch.umn.edu/record/392453/files/623-Texto%20do%20artigo-2928-3272-10-20220831.pdf
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    References listed on IDEAS

    as
    1. Barbara Marciszewska & Piotr Marciszewski, 2021. "The Visual Arts in Society: Their Role in Marketing Communication and Shaping Social Attitudes," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 748-762.
    2. Philip J. Kitchen & Marwa E. Tourky, 2022. "Developing Integrated Global Marketing Communication Programs," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 6, pages 89-112, Springer.
    3. Pushpanjali Kaul & Sangeeta Arora, 2022. "Reinventing a brand’s identity: effect of name and logo announcements on the stock price of Indian banks," Journal of Brand Management, Palgrave Macmillan, vol. 29(3), pages 258-270, May.
    4. Philip J. Kitchen & Marwa E. Tourky, 2022. "Introduction to Communicating Globally: An Integrated Marketing Approach," Springer Books, in: Integrated Marketing Communications, edition 2, chapter 1, pages 1-7, Springer.
    Full references (including those not matched with items on IDEAS)

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