The Ruler

A Jungian Archetype, applied to Brand Identity

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Power • Confidence • Dominion • High Status • Control

Ruler brands show up in the world as in industry experts or Titans. Ruler brands are not necessarily commanding, although they do command respect. This is often because they are well established, well recognized, awarded, or acclaimed. Rulers have power because people willingly give it to them, though yes it can be through imbalance and inequity.

Ruler brands are often connected to the concept of mastery or excellence, patriotism, and morality. They are highly organized, reliable, controlled, and often well off – finacially, materially, spiritually; they often have much more than others do.

Audiences like to follow Rulers because they project confidence, refinement, and leadership. We look to them because they lead well, and we trust they'll lead us where we want to go.

Brand Examples:

Rolls-Royce, Mercedes Benz, Mufasa from The Lion King

Ruler brands are often monotone, or duotone. Exclusivity and ownership = fewer colors. They often use color blocking, thin lines, and intricate patterns or ornate details to convey luxury status. They also prefer serifs, especially those sexy ones like Didot and Bodoni. Tall, elegant, proportioned. Negative space is just as important as positive space, and your brand can use it well.

Focus on tension in your composition. Place all the necessary elements only, then ask yourself, where is my eye being led? Is that where it should go?