Jogo Digital / Brand Archetype Quiz
Your brand archetype
The Everyman
The archetype of belonging. Everyman brands stand shoulder to shoulder with the people they serve. No better, no worse. Just alongside them.
Core desire
To belong. To connect with others as an equal, and to be seen as one of the group rather than set apart from it.
Core fear
Standing out for the wrong reasons, being left out, or coming across as pretentious, elite, or somehow better-than.
Voice
Plain-spoken and matter-of-fact, never above the person reading it.
“It’s not fancy. It just works, same as it does for everyone else.”
Design language
Grounded, tactile, and built to last rather than to impress.
Canvas
#E9E3D6
Denim
#45607A
Mustard
#D9A441
Brick
#B5563C
Charcoal
#2E2A24
Typography
Aa
Sturdy
A workhorse slab serif for headings, paired with a plain, highly legible grotesk for body copy. A monospace accent stands in for stamped, serial-number labelling.
Imagery
Subjects Real people, unposed, mid-task
Setting Workplaces, kitchens, neighbourhoods
Light Natural, unglamorous, honest
Avoid Aspirational gloss, staged perfection
Layout & shape
Corners Modest, near-square, nothing showy
Grid Orderly, evenly spaced, no visual tricks
Texture Faint grain, stamped badge marks
Motion Minimal: a nudge, not a performance
Textures & materials
Denim, cotton jersey, pine, kraft paper, terracotta, canvas, brick, enamel, worn timber, simple ceramics.
Flavours & scents
Fresh coffee, toast, cinnamon, milk chocolate, vanilla, beer-like malt notes, tomato, apple pie, barbecue smoke, biscuits.
Imagery inspiration
Wording patterns
What the Everyman says, and what it always avoids.
Reach for
Everyday, real, no frills
“For the rest of us”
“Just like you”
“Built for real life”
“Nothing you don’t need”
Steer clear of
“Exclusive,” “elite,” “luxury”
Insider jargon or acronyms
Superlatives (“the best there’s ever been”)
Anything that ranks the reader above others
Polish that reads as distant or staged
Reference brands
Five brands that live in this archetype.
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The 12 brand archetypes
Explore the other personalities
01
The Innocent
Optimism & simplicity
02
The Sage
Truth & understanding
03
The Explorer
Freedom & discovery
04
The Outlaw
Disruption & rebellion
05
The Magician
Transformation & vision
06
The Hero
Courage & mastery
07
The Lover
Intimacy & devotion
08
The Jester
Joy & play
You’re here
The Everyman
Belonging & realness
10
The Caregiver
Service & compassion
11
The Ruler
Leadership & order
12
The Creator
Imagination & originality