Jogo Digital / Brand Archetype Quiz
Your brand archetype
The Outlaw
The archetype of revolution. Outlaw brands break the rules that don’t serve people, and dare the world to keep up.
Core desire
To disrupt what isn’t working, break the rules that don’t serve people, and prove that revolution is possible.
Core fear
Being ordinary, powerless, or swallowed by convention, losing the very thing that makes them different.
Voice
Raw, unapologetic, and allergic to corporate softness.
“Rules didn’t get you here. Breaking the wrong ones might.”
Design language
Raw edges, high contrast, and nothing that looks focus-grouped.
Ink
#0E0E0F
Concrete
#8C8C88
Acid
#D6FF3D
Red
#E63946
Off-white
#EDEDE5
Typography
Aa
Raw Poster
A bold, condensed uppercase display face carries the weight of the message. Body copy stays clean and unfussy so the headline does the work.
Imagery
Subjects Unpolished, defiant, off-centre
Treatment High contrast, grain, harsh flash
Texture Spray paint, torn paper, scratch marks
Avoid Symmetry, gloss, corporate polish
Layout & shape
Edges Jagged, torn, never a clean rule line
Alignment Deliberately off-grid, slight tilts
Contrast Stark blacks against acid and red accents
Motion Glitch, flicker, disruption, not polish
Textures & materials
Distressed leather, cracked concrete, rusted steel, torn denim, blackened timber, chain, vinyl, graffiti walls.
Flavours & scents
Bourbon notes, tobacco, smoke, chilli, burnt caramel, black cherry, petrol, leather, dark rum, clove.
Imagery inspiration
Wording patterns
What the Outlaw says, and what it always avoids.
Reach for
Rebel, break, disrupt
“Screw the rules that don’t work”
“Question everything”
“Burn it down, start over”
Direct, provocative questions
Steer clear of
Corporate softness, excessive politeness
“Please,” over-qualified requests
Safe, hedged claims
Conformity language (“industry standard”)
Anything that plays it safe
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
You’re here
The Outlaw
Disruption & rebellion
05
The Magician
Transformation & vision
06
The Hero
Courage & mastery
07
The Lover
Intimacy & devotion
08
The Jester
Joy & play
09
The Everyman
Belonging & realness
10
The Caregiver
Service & compassion
11
The Ruler
Leadership & order
12
The Creator
Imagination & originality