The 12 Brand Archetypes

The Jester

Fun-Loving. Playful. Optimistic.
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Example Brands

m&m's logo
Old Spice logo
Dollar Shave Club logo

If I can't dance, I'm not part of it.

The Jester is all about fun, laughter and enjoying life. Jester brands are here only for the good times and they don’t take anything too seriously – least of all themselves. In fact, they embrace the absurdity of life and they urge their audience to do the same. The Jester brands can alleviate any situation using humor or tension. They’re unafraid to spice things up and stand out as they’re very comfortable in their own skin.

These brands are all about creating fun moments. They find more joy in the journey itself than in achieving an outcome. They prefer to live in the present, regarding every moment as invaluable, and are therefore not inclined to reminisce about the past or plan for the future. That being said, the Jester can be incredibly clever. They think outside the box and come up with original perspectives and innovative ideas. These brands stimulate their audience to be impulsive and playful and connect with their inner child. They make life look simple and they make people feel great.

The Jester

Color Palette Example

"We're here for a short time, not for a long time. Let your hair down and start living life."

The Jester audience values hedonism, cleverness and creativity and they seek out others with the same fun-loving, ‘carpe diem’ mindset. They’ll go out of their way to avoid anything they find dull or annoying. The Jester archetype blends in seamlessly with the modern age as people are increasingly eager to indulge in new experiences.

The Jester

Real World Branding Example

How to Use This Archetype

Jester brands live freely and look for the fun in life. Subsequently, their ads tend to focus on being playful and entertaining. Their communication can appear unusual, silly or over the top. These brands don’t shy away from being politically incorrect or teasing their customers. However, they need to continuously work on staying relevant and original in order to keep their customers engaged. Their ads display vibrant colors and exude a lot of energy. Virtual experiences like augmented reality apps and interactive websites also appeal to this brand archetype.

Hi, I'm Brian!

Let's integrate this brand archetype into your logo design & website!
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Brian Morrison is a Branding, Graphic & Web Designer with over 20 years of experience.

  • Branding & Logo Design
  • Website Design
  • Graphic & Print Design
  • Social Media Marketing
  • Business Automation

Brian Morrison has a unique ability to tell fascinating brand stories through design, which helps businesses connect with their customers in a meaningful way. His work is both delightful and purposeful, and he is passionate about helping businesses communicate their message effectively.

Brian’s skills as a graphic designer, web designer and brand builder make him an invaluable asset to your business when you’re looking to stand out from the competition.

The Jester

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