The Caretaker

A Jungian Archetype, applied to Brand Identity

‍

Service • Altruism • Compassion • Patience • Empathy

Well, consider this your daily reminder to take a deep breath. Caretaker brands can wear themselves out, pouring all of their time, energy and affection into others – and forgetting to leave some for themselves.

Caretaker brands are compassionate, thoughtful, intuitive, and selfless. The nurture and care of others is what moves them to take action. In some ways, the caregiver appears as a guardian, healer, Samaritan, or even an angel. They believe that it is their responsibility to take care of others, because they are able. Sometimes this can be an extreme sense of duty, such as defending innocents or righting a wrong in the world. Caretaker brands heal the world.

Brand Examples:

Mary Poppins, Princess Diana, American Red Cross, UNICEF

Caretaker brands are usually softer colors and often considered feminine. These pastel hues do impart a sense of peace, and so, it's worth it to keep using them. The key to a Caretaker brand is actually in the messaging and presence - it's about the care you give to people in a moment. That's why you exist and that's why they support you. Don't get too distracted in looking a certain way. Clear is kind.

Try using fonts with rounded terminals, edges, or proportions. Circles reflect community, and the more you choose circular things, the more community-led your brand will feel. There is, of course, a balance. Create a little contrast, but not much is needed! Let us rest when we're with you - we don't need exciting colors, fonts, images, or anything crazy.

People come to you for care - provide restful or rejuvenating design.