Brand Archetypes: Unveiling the Secrets of The Sage Archetype
My previous article explored the Innocent archetype and its purity, simplicity, and optimism qualities. As we delve deeper into the world of archetypes, we now focus on another archetype that shares a common aspect with the Innocent — the Sage. While the Innocent embodies the purity of childlike wonder, the Sage archetype represents understanding, knowledge, and insight. Both archetypes seek to navigate the world’s complexities, albeit in different ways. This article will explore the Sage archetype, its negative side, and how it is portrayed in real-world examples. Let’s embark on a journey of wisdom and enlightenment with the Sage archetype.
The Sage Archetype
The Sage archetype represents understanding, knowledge, and insight and traces its origins back to Carl Jung’s concept of the wise old man. Symbolizing wisdom and experience, the Sage seeks to unravel the world’s mysteries and guide those searching for answers. This archetype appeals to audiences who value education, expertise, and personal growth. To better understand the qualities the Sage archetype instills in companies, let’s look closely at three notable examples: Google, TED, and National Geographic. These organizations have embraced the essence of the Sage archetype by showcasing its significance in their brand ethos and communication strategies.
We can all admit… Anytime we have a question or concern, we turn to search engines for answers, the most popular being Google. The world’s largest search engine has also established itself as a pioneer in online learning, offering a range of educational features and tools. Google Skillshop and G Suite for Education are some programs and applications that provide simplified guidance and learning opportunities. With a broad and diverse audience encompassing people of all ages and backgrounds, Google has become a trusted resource for online learning.
Writing Style: Google’s writing style is informative, concise, and approachable. They focus on providing clear and relevant information, often conversational. They emphasize simplicity and strive to make complex concepts understandable for their audience. The image below exemplifies the voice of guidance Google instills in its learning products.
Typography: Google’s typography is clean, modern, and easy to read. They use a sans-serif (Product Sans) font with a minimalist design, reflecting their commitment to simplicity and functionality. The font is typically black or dark gray, giving a professional and authoritative impression.
Logo: Google’s logo is iconic and instantly recognizable. It features a simple, bold wordmark (Product Sans) in lowercase letters with a multicolored red, blue, yellow, and green palette. The colors represent Google’s playful and innovative personality, while the lowercase letters convey a friendly and approachable image.
Brand Voice: Google’s voice is clear, friendly, and authoritative. They communicate with confidence and expertise while being straightforward and concise.
Color Palette: Google’s color palette is vibrant, with a wide range of bright colors. The primary shades of red, blue, yellow, and green are used in their logo and throughout their brand materials. These colors evoke a sense of excitement, innovation, and creativity, which aligns with Google’s Sage Archetype as a knowledgeable and forward-thinking brand.
Case Study: Google’s “Year in Search” campaign is a powerful example of how the company effectively utilizes the Sage archetype in its advertising. Through emotional and compelling storytelling, Google portrays itself as a trusted advisor, using its search engine to provide insights and answers to people’s questions on various topics.
For instance, the “Year in Search 2020” video, released during a challenging year dominated by the global COVID-19 pandemic, demonstrated how people turned to Google for information, guidance, and inspiration during uncertain times. The video showcased searches related to significant events of the year, such as frontline workers, Black Lives Matter, and virtual graduations, capturing the collective knowledge and curiosity of people seeking understanding and guidance during unprecedented times.
Ted Talks
The popular online platform for thought-provoking presentations also uses the Sage archetype to connect with its audience. They cover a wide range of topics and are often given by experts in their respective fields. TEDx is a program of independently organized events that follow TED’s content and presentation style guidelines. These events are designed to allow communities, organizations, and individuals to create their own TED-like experiences and share their ideas in a way that inspires and educates others. Ted Talks’ audience is intellectually curious and engaged, seeking to learn and explore new ideas.
Writing Style: Ted Talks’ writing style is inspirational, thought-provoking, and engaging. They aim to tell compelling stories, share ideas, and spark curiosity in their audience. They use descriptive and vivid language to connect emotionally with their readers and listeners.
Typography: Ted Talks’ typography is modern, sleek, and minimalist. The font is usually black or dark gray, with ample white space to create a sense of elegance and simplicity. They typically use a clean sans-serif font (Helvetica / Lato) with a thin weight, giving a sophisticated and refined impression.
Logo: Ted Talks’ logo is simple and elegant, reflecting their focus on ideas and storytelling. It features a wordmark in uppercase letters with a bold and clean font. The logo is typically in black or dark gray, representing wisdom and authority, and is often accompanied by a red TED icon, symbolizing inspiration and passion.
Brand Voice: The brand voice of Ted Talks exudes inspiration, wisdom, and empowerment. They aspire to be perceived as a reliable and esteemed source of profound wisdom and knowledge, delivering insights and perspectives that have the potential to transform lives. Their communication is characterized by authenticity, sincerity, and purpose, motivating their audience to take decisive action and create meaningful change.
Color Palette: Ted Talks’ color palette is simple and sophisticated, focusing on black, white, and red. Black represents wisdom and authority, white represents purity and clarity, and red represents inspiration and passion. Combining these colors creates a harmonious and impactful visual identity that aligns with Ted Talks’ Sage Archetype as a source of wisdom and inspiration.
Not a Case Study: TED Talks are a modern manifestation of the sage archetype, with speakers who embody wisdom, curiosity, and a deep understanding of their subject matter. Like the sages of old, TED speakers use their words and ideas to convey timeless truths that can transform thinking and change lives, encouraging critical thinking and curiosity beyond surface-level understanding. They captivate audiences with insights, challenging assumptions, and inspiring listeners to broaden their horizons. TED Talks also follow the sage archetype in their format, distilling complex ideas into simple and accessible messages and emphasizing the importance of inclusive and inspiring knowledge sharing.
Personal opinion alert: TED Talks also face the challenge of potential clichés and conformity. To avoid diluting the authenticity and uniqueness of the speakers, TED should encourage speakers to embrace their authentic voices, share their unique stories and perspectives, and break free from a predefined formula. By fostering creativity, diversity, and innovation, TED Talks can continue to inspire us with the wisdom of the sage archetype, providing a platform for thought-provoking ideas that transform our thinking and help us navigate the complexities of our world.
Watch this 6-minute TEDx Talk to understand my sentiments fully.
National Geographic
National Geographic’s core branding embodies both the Sage and Explorer archetypes. As a Sage, Nat Geo seeks to educate and inform its audience about the natural world, uphold journalistic integrity and accuracy, and appreciate cultural diversity and history. At the same time, Nat Geo embodies the Explorer archetype by showcasing a spirit of adventure, a desire to explore and understand the world, and a commitment to documenting the natural world. This unique combination has helped Nat Geo become one of the world’s most recognizable and respected brands, inspiring curiosity, wonder, and a love for exploration and knowledge.
Writing Style: Nat Geo’s writing style is educational, informative, and exploratory. They aim to share knowledge about the natural world, cultures, and history using descriptive and evocative language. They focus on storytelling, creating immersive experiences through their writing that transport their readers to different places and times.
Typography: A font called “Geograph” is often associated with National Geographic. Geograph is a free, open-source font created by Kris Sowersby in 2015, inspired by the typography used in early issues of National Geographic. While Geograph is not the official font of National Geographic, it has been used by the magazine in some of its publications and marketing materials. The font has a distinctive, vintage look and features serifs and elegant letterforms that give it a classic feel. However, it is essential to note that National Geographic primarily uses its custom-designed font, “Nat Geo Semi Bold,” in its print and digital publications.
Logo: National Geographic has established a solid and recognizable visual identity by consistently using its logo and other design elements. The National Geographic logo is a crucial component of the magazine’s branding, helping to establish its identity and set it apart from other publications. The logo features a unique design incorporating a distinctive yellow rectangle shape that has become synonymous with the National Geographic brand. The logo’s overall design is simple, allowing it to be used across various media and formats.
Brand Voice: National Geographic’s brand voice is authoritative and inspiring, communicating a deep knowledge of the natural world while encouraging audiences to explore and discover its mysteries. This is embodied by the sage and explorer archetypes, which are reflected in the iconic voice of David Attenborough and the brand’s commitment to exploration and discovery. Attenborough’s soothing and well-informed tone evokes calm and comfort. At the same time, National Geographic’s authoritative and educational brand voice establishes the brand as a trusted source of knowledge about the natural world and diverse cultures.
Here’s a video of the legend himself hanging out with the Sloth.
Color Palette: The brand’s primary colors are yellow, black, and white. Yellow is the most prominent color and is often used as the background for the National Geographic logo. It represents the sun, warmth, and energy and reflects the brand’s mission to inspire curiosity and exploration. Black is often used for text and graphic elements, contrasting starkly against the yellow background and creating a sense of depth and contrast. White is used sparingly, providing a clean, minimalist background for other elements to stand out.
Nat Geo Primary Color Palette
Case Study: The ad for “David Attenborough: A Life on Our Planet” embodies the sage archetype through its messaging and tone. David Attenborough delivers a powerful message about our planet’s challenges backed by scientific facts and data. His authoritative voice, historical relevance, and profound knowledge convey trust and credibility, positioning him as a sage-like figure. The ad promotes education and awareness as key drivers of change.
The ad portrays Attenborough as a mentor and role model, guiding viewers toward a more sustainable future. It emphasizes the interconnectedness of all life on Earth and the need for informed decision-making to address environmental challenges. Despite the urgency of the issues, Attenborough’s calm and measured tone conveys a sense of serenity, evoking feelings of assurance and wisdom.
Negative Side of the Sage Archetype
While the Sage archetype is often associated with wisdom and knowledge, it also has negative aspects. One potential downfall of the Sage archetype is the tendency towards arrogance or condescension. The Sage may become overly confident in their intelligence and expertise, leading to a sense of superiority or dismissiveness towards others. The Sage may also need more emotional intelligence, prioritizing logic and reason over empathy and understanding. Additionally, the Sage may become overly reliant on facts and data, dismissing intuition and subjective experiences as irrelevant. These negative traits can hinder Sage’s ability to connect with others and may lead to a disconnect between their knowledge and interpersonal skills.
To Wrap it Up
The wise old man archetype, deeply rooted in Carl Jung’s concept of accumulated wisdom and insight, serves crucial functions in the psyche. These include providing guidance (external), integrating opposing forces, symbolizing individuation, acting as a source of inner guidance, and connecting with the collective unconscious. As we delve further into the spiritual archetype group, I will cover the Explorer, the final archetype in the ‘Explore Spirituality’ group. The Explorer archetype embodies the longing for adventure, discovery, and finding meaning in life. Think about the other side of Nat Geo’s brand personality! This upcoming article will focus on the Explorer archetype in more depth. In the meantime, I invite you to reflect on the following questions and share your thoughts in the comments below.
- Have you ever encountered someone who exhibits the negative traits of the Sage archetype, such as arrogance or condescension? How did it affect your perception of them and your relationship with them?
- How do you balance your pursuit of knowledge and wisdom with empathy and understanding toward others who may not share the same level of expertise in a particular area?
- In what situations do you prioritize logic and reason over intuition and subjective experiences? How has this impacted your decision-making process and relationships with others?
