The Rebel
A Jungian Archetype, applied to Brand Identity
Collective Freedom • Liberation • Leadership • Risk Taking • Progressive • Bravery
What are we gonna do with you? You Rebel! Rebel brands don't color in the lines, follow the rules, or do just about anything you expect them to. They revel in zigging while everyone else is zagging. Going against the flow may be a compulsion, but we love them for it. Our rebel brands unleash something feral inside of us - they make us feel like a fire is burning inside, and we've gotta take action.
Rebel brands are Activists, Gamblers, Mavericks, Reformers, and Performers. They are allowed proud and have probably broken a at least one bone. Though not all rebel brands or rebels without causes, the reformers and performers like Muhammed Ali continue to inspire us. They are the underdog, and rest assured, they are fighting for something so it's just a matter of time before they win. They are usually charming and outgoing and attract people naturally.
Brand Examples:
Malcom X, Madonna, Occupy Wall Street
Rebel brands often have bright, counter-culture, or high-fashion aesthetics. It's the colors that no one else wanted lol the ones too ridiculous to work - it's embracing risk-taking, literally. Same with all of the design choices that follow - they can and probably should at some point, break some rules of design/branding/marketing.
If no one who looks at your sh*t is offended, you're doing it wrong. You've gotta piss off at least a few people. You're not FOR everyone - you're an outsider, and people come to ~you~ baddie. Kick your visuals up a notch, we expect you to be wearing leather.
