The Joker

A Jungian Archetype, applied to Brand Identity

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Enjoyment • Humor • Originality • Irreverence • Awareness

Wheeew boy! We love our class clown! Joker brands are self facing original and hard to forget. They ignore the status quo not out of rebellion, but because it might be funny. They believe the greatest joy in life is laughter, and it is their duty to bring more of it to others. Joker brands will go to greater lengths to make a point.

Joker brands remind us that we shouldn't take life too seriously, and that risks are worth taking. Jokers come in all shapes and forms, and some provoke us and/or entertain us. They are not afraid to make people angry, in fact, some see it as part of the job. Regardless of how the jokes are delivered – dry or Laffy taffy – Joker brands are fun to interact with, and we all benefit from them.

Brand Examples:

Tina Fey, Geico, The Cat in the Hat

Joker brands can be outrageous, subtle, and anything in between. It's a unique archetype for aesthetic - because it's the common theme between joker brands is authenticity. And, that's always unique. So, the best design advice we have is to be EXTRA you.

Have fun playing with what your visuals can be! There are no rules!!! There never were!!