The Explorer

A Jungian Archetype, applied to Brand Identity

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Personal Freedom • Independence • Bravery • Variety

The Explorer brand is rarely quiet or even still for that matter. They are always on the move, exploring new things. They are independent, self-directed, multi-talented, and ambitious. They often believe in "no limits" and many would call them fearless.

There are some Explorer brands that lean in to the unknown more than others. This because they are driven to uncover unknown truths. It is both the thrill of discovery and the hunger of needing to know that drives these brands.

Brand Examples:

Patagonia, The Odyssey, Bass Pro Shop

Explorer Brands reflect the beauty of nature itself, using a lot of colors - think sunsets, global wonders, flowers, and every shade in-between. What really marks an Explorer brand is the culture they create, the tribe they have, and how those people shape it. They are often community led, and because of that, it can be a challenge to define or record designs rules and rationale statements. They are a bit ambiguous, so the key is to create flexibility where it cannot be avoided.

For example: If you post member-shared photos frequently, maybe you add a color or black and white filter to each image, before posting. That way, you have some control, but still have the community input. Maybe they pick their accent color, or you pull it from the photo. So many possibilities! Better get exploring ;)

Focus on the beauty within your work - how might that be captured in your design choices and aesthetic?