The 12 Brand Archetypes

The Sage

Knowledgeable. Assured. Guiding.
Take the Brand Personality Quiz

Example Brands

Google logo
BBC logo
National Geographic logo

The truth will set you free.

Sage brands are committed to seeking out the truth. They will use the knowledge and wisdom they have gained to understand the world. The Sage is well-respected, capable of analyzing information objectively and willing to share the answer with others. Intelligent and insightful, Sage brands are great mentors as they see the value in thinking things through and they also inspire others to delve deeper rather than taking something at face value.

These brands are driven to find answers to the most challenging questions. This desire to discover the truth eventually leads to mastery in their field. In addition to demonstrating enhanced problem solving skills, the Sage is a perfectionist who values freedom of thought, critical thinking and individualism.

The Sage

Color Palette Example

"Education is the path to wisdom, and wisdom is where the answers lie."

The Sage archetype serves as a guardian of the truth and a reliable source of wisdom. These brands help their audience uncover the truth, understand the world and ultimately realize their full potential. The Sage audience enjoys learning new things simply for the sake of becoming more knowledgeable and gaining insights about the world. They value intelligence and independent thinking.

As they’re able to grasp more complex ideas, they prefer to receive the hard data necessary to make an informed decision on their own. They’re not afraid of products that require a steep learning curve and they respond well to advertising that challenges them to think in a different way. Cute or fluffy ads will not appeal to the Sage audience. They trust transparent brands who offer concrete information over those who’re not eager to disclose relevant details or who talk down to them.

The Sage

Real World Branding Example

How to Use This Archetype

Brands that identify with the Sage provide expertise or information – backed up by research or scientific facts – that will encourage their customers to think. Typical sectors that associate with the Sage archetype include IT products, education and training e.g. universities and museums, news outlets, cutting edge technology, business intelligence, market research and the telecom sector. Sage brands avoid gimmicky or fluffy ads. Instead, they communicate using polished marketing materials that showcase their expertise and intellectual authority.

Hi, I'm Brian!

Let's integrate this brand archetype into your logo design & website!
Start A Project

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 Sage

Ready to level up your branding?