7 arche types-freemium (9.22MB)

A symbol, theme, setting, or character-type that recurs in different times and places in myth, literature, folklore, dreams, and rituals so frequently or prominently as to suggest (to certain speculative psychologists and critics) that it embodies some essential element of ‘universal’ human experience.T H E C O N C I S E OX F O R D D I C T I O NA RY O F L I T E R A RY T E R M S

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An archetype is a universally familiar character or situation that transcends time, place, culture, gender and age. It represents an eternal truth.

Forms or images of a collective nature which occur practically all over the earth as constituents of myths and at the same time as individual products of unconscious origin.C A R L J U N G, P S Y C H O L O G Y A N D R E L I G I O N

J O N H OWA R D - S P I N K


4Chances are you either remember or are familiar with

Ridley Scott’s iconic sixty-second spot, which aired during

the 1984 Super Bowl. It’s probably one of the most studied

commercials in U.S. marketing. To refresh your memory, it

opens on an ominous black-and-white scene of robot-like

people in some sort of indoctrination process. A woman ath-

lete runs into the auditorium pursued by riot police/storm

troopers. She hurls a large hammer into the screen, which

explodes in a bright light and whoosh of air. The voice-over

declares, “On January 24th, Apple Computer will introduce

Macintosh. And you’ll see why 1984 won’t be like 1984.”

Archetype in play: The Hero.

Chapter Four

An Invitat ion to

P L A Y

REMEMBER 1984? NO, NOT GEORGE ORWELL’S DYSTOPIAN NOVEL ABOUT LIFE IN THE TOTALITARIAN PROVINCE OF OCEANIA. WE’RE THINKING OF APPLE COMPUTER’S “BIG BROTHER IS WATCHING” MACINTOSH DEBUT AD.

And from the 1990s, perhaps you recall

McCann-Erickson’s ad campaign that

depicted an ongoing soap opera between

a man and woman in an urban apartment

setting using Taster’s Choice Gold Blend

coffee as the catalyst for relationship?

Archetype in play: The Lover.

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Every year at Easter time, Cadbury releases a riff of a

long-standing commercial concept for the Cadbury

Creme Egg that features a bunny that clucks like a

chicken. This campaign is highly memorable because of

its simple humor and sense of play with the unexpected.

Archetype in play: The Clown.

Sterling Brands’ recent refresh for Celestial

Seasonings herb tea packaging harkens to a magi-

cal combination of sensory and symbolic imagery

representing natural ingredients and states of be-

ing that evoke various transformational moments.

Archetype in play: The Alchemist.

1 5An Invitation to Play

C H A P T E R F O U R


Volkswagen has been demonstrating the consistent and successful use of a specifi c archetype in its

campaign stories for decades. Case-in-point is DDB Stockholm’s 2009 Rolighetsterorin, or The Fun Theory campaign. In one stunt, a staircase in a Stockholm subway station was converted into

functional piano keys to encourage people to take the stairs rather than the escalator. The theory is

that by simply making daily activities more fun, people will change their behaviors, and ultimately

their willingness to drive environmentally friendly cars. “Piano Staircase” embodies the archetypal

essence that has come to be synonymous with Volkswagen’s brand. Archetype in play: The Child.

IBM’s one-hundred-year anniversary became a celebration of accom-

plishments. VSA Partners created one hundred icons that showcased

their one hundred years of innovation. Archetype in play: The Innovator.

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These are but seven representatives in a vast sea of examples demonstrating

the power of archetypes applied in design, communications and advertising.

Why do they work? Because archetypes create shortcuts to meaning. This has

huge implications for brands: Instant emotional impact and visual depiction

of an archetype occurring in the mind of the viewer/user creates instant

affi nity. Well-deployed archetypes are easily recognizable in most cultures and

personify the brand essence to support strategic initiatives without creative

inhibition. Archetypes can therefore become a shorthand for testing brand

authenticity. How would the [insert your brand archetype] talk, behave or

be in relationship?

A B R I D G E B E T W E E N S T R A T E G Y A N D M A N I F E S TA T I O N

Archetypes cross the divide between the imagination and the cognitive

realm because they are the water we swim in, so to speak. We invite you

to jump in and swim. You don’t have to be training for an Olympic 400m

freestyle event to get in the water and feel the ease of tapping into a creative

force greater than yourself.

Please play with the cards. Explore what the image side instinctively com-

municates to you without looking at the descriptions on the text side.

Become familiar with your own predispositions toward the implied story of

the card, or its colors or style. An easy litmus test to know if you’re in your

head is when you are no longer enjoying the process but rather searching

for the right answer. There are no right or wrong answers with this tool. Get

out of your head, say hello to your creativity and imagination and breathe

some life into your brand/business.

Mexican food restaurant Chipotle’s two-minute 20-second commercial de-

buted at the 2012 Grammys and practically stole the show. As a commentary

on the modern industrial food chain, the short animated fi lm Back to the Start1 features Willie Nelson covering Coldplay’s “The Scientist.” The fi lm

demonstrates the values of the brand and harkens to a time when life and

work seemed more simple and more rewarding. The fi lm is a result of Chipotle

founder Steve Ells’s passionate efforts to source food on a more sustainable and

ethical basis. Archetype in play: The Citizen (secondary Innocent).

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F O U R

An Invitation to Play


C H A L L E N G E S

S T R E N G T H S

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ALCHEMISTENGINEERINNOVATORMAGICIANSCIENTIST

“Marvelous things will happen.”— R O A L D D A H L , J A M E S A N D T H E G I A N T P E A C H

The Alchemist is a change agent. Skilled at con-

verting one kind of matter into another and

interpreting symbols, the Alchemist can turn

negatives into positives, muck into miracles and

fear into courage.

Sharing qualities with the Magician and Scientist,

the Alchemist is differentiated by the acts of

transmutation and transformation—literally and

analogously turning base elements into precious

metals. Associated with nineteenth-century oc-

cultism and drawing on ancient traditions, the

Alchemist is considered to be spiritual, mystical

and mythological. This archetype has the highest

and purest longing to understand spiritual forces.

This longing attracts an immensely powerful

light of a very high vibration into the heart of

the Alchemist.

The Alchemist possesses a unique blend of the

scientifi c and the spiritual and is motivated by

the potential to create a new vision of the world.

Believing anything is possible, from eternal life to

a universal cure for disease, the Alchemist seeks

personal purifi cation, perfection and transforma-

tion. This archetype tries to live in accordance

with basic patterns of the universe so that magical

transformations can result.

The Alchemist possesses a tireless, patient and

persevering will to explore the unconscious

processes of life. By facing these internal and

external processes, a kind of transcendence from

ignorance, pain and ugliness is sought.

E X A M P L E S

Nostradamus. Isaac Newton. Rumpelstiltskin. The Very Hungry Caterpillar. “The Wild Swans” (Hans Christian Andersen). MAC cosmetics.

Fraud. Seduction. Superiority. Temptation to put power and skill to wrong use.

Transformation. Purity. Transmutation of elements.

A L C H E M I S T

3 1Every Archetype Creates Meaning

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C H A L L E N G E S

S T R E N G T H S

Archetype

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CHILDDREAMERIDEALISTINNOCENTMUSE

“To be young, really young, takes a very long time.”

— PA B L O P I C A S S O

Enjoying all that life has to offer, the Child re-

awakens the autonomic joys of play and curiosity.

The Child is the guardian of innocence, pos-

sessing an affi nity for the bonds of friendship

with people and animals alike. Energetically, the

Child embodies playfulness, lightness, freedom

and the expectation of wonder. This archetype

demonstrates a relentless belief in the goodness

of humanity and uses the power of imagination

to see the possibility for fun in everything. A joy

to be around, the Child tends to bring out the

best in others.

Like the metaphor of a mighty oak living within

the acorn, C.G. Jung describes the Child as “po-

tential future” and identifi es it as a core universal

archetype. The Child presents its energies in many

widely ranging forms but all congregate around

the core issues of responsibility, interdependency

and individuation. The Child archetype triggers

beliefs around family, security and possibility.

Existing as a reminder that age is largely a mental

and societal construct, the Child remains eternal-

ly youthful. Characterized by an open mind-set,

nothing inhibits the Child’s passion and enjoy-

ment of life’s playground. Through creativity,

laughter and light, the Child personifi es hope and

the promise of new beginnings.

E X A M P L E S

Calvin (Calvin and Hobbes). Linus (Peanuts). Pooh (A.A. Milne). Raymond Babbitt (Rain Man). Anne Frank. Shirley Temple. Nintendo Wii. Volkswagen.

Inability to grow up and accept responsibility. Difficulty being reliable, grounded or dependable. Tendency to be highly mutable and vulnerable to influence.

Temperament that is easily amused. Inner toughness and resilience. Positive attitude and energy. Fascination with the world. Openness to possibility.

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C H A L L E N G E S

S T R E N G T H S

FUNDAMENTA L Archetype

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ADVOCATECIT IZENEVERYMANNETWORKERSERVANT

“Give me a place to stand and a lever long enough and I will move the world.”

— A R C H I M E D E S , 2 2 0 B C

The Citizen is driven by a deeply instilled sense

of personal integrity, fairness, equity and respon-

sibility to the community. Meaning is found in

the personal sense of alignment between beliefs

and action. The Citizen fulfi lls purpose through

service, stewardship, contribution and moral lead-

ership. Having the courage to stand on principle,

the Citizen possesses great energy and optimism

balanced with pacing and pragmatism.

Willing to put others ahead of self, this arche-

type’s identity is shaped by the experience of

being a peer rather than a subject or ruler. A con-

tinuous learner, the Citizen believes in and works

to manifest values that are higher than profi t or

individual gain. In Rights of Man, Thomas Paine

writes, “My country is the world and my religion

is to do good.” The Citizen is motivated by this

broad perspective: as one people, our humanity

depends on positive action for the whole, and

upon the celebration and respect of differences

regardless of race, religion, gender or creed.

The Citizen fi nds freedom within responsibility.

Able to put aside pointless partisanship, this ar-

chetype is neither an ideologue nor a martyr but

rather a conscious change agent believing in the

power of sacrifi ce and innovation to practically

tackle today’s realities. Seeing the value in the

collective, the Citizen is a systems thinker who

trusts in the inherent good of human beings to

contribute positively to society.

E X A M P L E S

John F. Kennedy. Rosa Parks. Willem Dafoe in Mississippi Burning. TimeBanks USA. Habitat for Humanity. Panera Cares. Chipotle. TOMS Shoes. Team in Training.

Righteousness. Apathy. Rebelliousness. Recklessness.

Stewardship. Altruism. Respect. Fairness. Accountability. Tendency to be a good listener and hard worker.

C I T I Z E N

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C H A L L E N G E S

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Danger of not being taken seriously. Loud, garish or obnoxious behavior.

Ability to create fun and to make others laugh and cry.

CLOWNENTERTAINERJESTERPROVOCATEURSHAPESHIFTER

“My report card always said, ‘Jim finishes first and then disrupts the other students.’”

— J I M C A R R E Y

The Clown wears a mask that covers its true emo-

tions and that allows for the emotional distance

needed to break taboos and explore social absur-

dity. Using humor, the Clown’s mask creates a

sense of safety, giving permission for boundaries

and social norms to be crossed.

The Clown represents amusement, freedom and

whimsical engagement. Making others laugh cre-

ates a sense of harmony and provides catharsis for

the Clown. A simpleminded archetype, the Clown

is wise, prescient and daring within its innocence.

The Clown invites us into the potent world of

feeling, maneuvering emotions like playthings.

This archetype tends to overdramatize, exagger-

ate and border on the ludicrous as a means of

connecting with the audience. The Clown can

manifest in both the lead and “the straight man”

roles, serving to set up the humor or joke to land

with greater impact.

Often self-deprecating, the Clown is distin-

guished from the Jester by operating on an

everyday, everyman level, rather than an el-

evated realm or strata. Sharing qualities with the

Entertainer, the Clown requires an audience to

feel fulfi lled. The Clown creates meaning by the

feedback received from others.

E X A M P L E S

Commedia dell’Arte. Charlie Chaplin. Lucille Ball. Jim Carrey. Gracie Allen (George Burns’s “straight man”). Ralph Kramden (The Honeymooners). Ben & Jerry’s. Jack in the Box. Cadbury Creme Egg.

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Delusions of grandeur. Arrogance. Temptation of power.

Self-sacrifice. Courage. Redemption. Transformation. Faith. Strength. Stamina.

ATHLETEHEROLIBERATORRESCUERWARRIOR

“We have not even to risk the adventure alone for the heroes of all time have gone before us. The labyrinth is thoroughly known. We have only to follow the thread of the hero’s path. And where we had thought to find an abomination, we shall find a god. And where we had thought to slay another, we shall slay ourselves. And where we had thought to travel outward, we shall come to the center of our own existence. And where we had thought to be alone we shall be with all the world.”

— J O S E P H C A M P B E L L

The Hero acts to redeem society by overcoming

great odds in service to successfully completing

extraordinary acts of strength, courage and good-

ness. The Hero is admired by those who appreciate

the self-sacrifi ce, stamina and courage required to

triumph over adversity and evil.

The Hero has relatively few distinguishing per-

sonality traits and can present in many different

forms with many different faces. As a continuous

learner, the Hero seeks to understand the inner

life force and fullest expression of self, while

coping with diffi culty, meeting strange fates and

facing shifting challenges. The essence of the Hero

lies in the sacrifi ce required and the price paid to

achieve the goal of transformation. Motivated to

acquire wisdom, the Hero often endures separa-

tion and loneliness.

For many reasons, the Hero, as an archetype,

takes on a meta position in the collective un-

conscious, possessing traits that resonate within

almost every human being. The Hero’s journey

is considered a universal story of the path from

the ego and the self to a new identity. One phase

of the Hero’s journey is commonly referred to as

“the dark night of the soul,” which precedes the

transformation to the new life.

E X A M P L E S

Odysseus. Hercules. Luke Skywalker (Star Wars). Bilbo Baggins (The Hobbit). Simba (The Lion King). Harry Potter. U.S. Army. Nike.

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ALCHEMISTENGINEERINNOVATORMAGICIANSCIENTIST

Difficulty staying focused. All ideas and no action. Danger of getting lost in the mind.

Cross-pollination. Idea generation. Inspiration. High intellect. Curiosity.

“I have not failed. I have merely found ten thousand ways that won’t work.”

— T H O M A S E D I S O N

The Innovator thrives on change and would

rather ask “Why Not?” than “Why?” Taking

wild and frequent risks, the Innovator makes

unexpected connections that shift the status quo.

This archetype has a high tolerance for ambiguity

and follows a path with no guarantees. Inherent

to the semantics of what it means to innovate

is a vast landscape of unknown variables. Not

content with incremental change, this archetype

ponders big, audacious thoughts. In this way, the

Innovator is a catalyst for growth, on literal and

metaphorical levels.

The Innovator is willing to experiment and is

known as an opportunity hunter. With head in the

clouds and feet on the ground, the Innovator is

characterized by rigorous research and develop-

ment, willpower and imagination. This archetype

is a trend spotter, able to smell high-potential

concepts a mile away. Possessing high intellect,

infectious curiosity and passion, and great pow-

ers of observation and insight, the Innovator is

able to champion new ideas and inspire teams to

pursue them.

With a natural inclination to change current reali-

ties, the Innovator enables change by alleviating

general fears of the unknown, communicating

visions of what could be, what might be possible

to motivate others to accept change. As a cross

pollinator, the Innovator enables a vocabulary of

change as innovation shifts the known realities.*

E X A M P L E S

Thomas Edison. Amelia Earhart. Orville and Wilbur Wright. Tim Berners-Lee. IBM. Groundhog Day. SunPower Solar. Apple. Google.

* Please see Additional Information on page 114 for more granularity on the subsets of the Innovator archetype.

I N N O VAT O R

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Every Archetype Creates Meaning

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Obsession. Promiscuity. Jealousy. Game playing. Fear of not being enough or being alone and disconnected.

Faithfulness. Passionate sensuality, sexuality and spirituality. Expansiveness. Vitality. Appreciation.

COMPANIONHEDONISTLOVERMATCHMAKERROMANTIC

L O V E R“One word frees us of all the weight and pain in life. That word is Love.”

— S O P H O C L E S

The Lover possesses an unbridled appreciation

and affection for beauty, closeness and collabo-

ration. Its beliefs tend to be based on emotions

that transcend time and live through the senses,

manifesting in an uncanny knowing that love

is the highest experience the earth has to offer.

This archetype revels in the joy and delight of the

sensory and sensual experience.

The Lover is motivated to attract, give, receive

and nurture life-affi rming, intimate love. While

connected to issues of self-esteem, feeling special

from being loved and gender identity, the Lover

can be present in any kind of relationship. At

the heart of this archetype is the desire for an

intimacy of connection to self and other that has

no distinction. There is an inherent vulnerability

in the Lover, and consequently, this archetype is

also associated with issues of trust and integrity.

Because love knows no bounds, the experience

of love can go beyond love as an emotion or

mind-set to become a way of being. Strengthened

by great passion and devotion, the Lover fosters

bliss and unity. The Lover is an archetype of

transformation and rebirth, offering a remem-

brance of eternal transcendent ideas that elevate

the human experience.

E X A M P L E S

Eros. Simone de Beauvoir and Jean-Paul Sartre. Beauty and the Beast. Griffi n and Sabine. Romeo and Juliet. Ingrid Bergman and Humphrey Bogart in Casablanca. Dead Poets Society. Guinevere and Lancelot (Camelot). The Phantom of the Opera. Chanel. Häagen-Dazs.

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Every Archetype Creates Meaning

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Includes Deck of 60 Archetype Cards for a truly hands-on experience!

“Hartwell & Chen made a rich and complex topic conveying

meaning through brand archetypes simple and elegant.”

- Cynthia Scott PHD MPH, Core Faculty, Prwesidio Graduate School

“In this brilliant new toolkit, Hartwell and Chen reveal how

archetypes influence brands. In doing so, they inspire us to

reevaluate our own relationship with brands and simultane-

ously teach us new methodologies to elevate our own work.”

- Debbie Millman, President, Design Sterling Brands

“A must-have for every serious brand-builder.”

- Mary Neumeier, Author of the Brand Gap.

Retail: $45.00ISBN: 9781440308185

Order online at MyDesignShop.com or call toll-free 855-840-5126Also available from booksellers nationwide.

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7 arche types-freemium (9.22MB)