The Sage

A Jungian Archetype, applied to Brand Identity

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Wisdom • Understanding • Intelligence • Truth Seeking • Clarity

For some reason, the Sage usually appears as aged. Though, wisdom is not precluded to the aged. The Sage brands are those that appear like they've always existed and like they'll always continue to exist. They are often universities, schools and other educational institutions. They avoid ostentation or drama, preferring to be seen as unbiased and neutral. They value respect, honor and self-awareness.

Sage brands sometimes step into the realm of a Detective, Mentor or Translator. This is because they are experts at listening, understanding, and facilitating. They value knowledge, and because they are almost always well informed, they are able to see connections that others miss.

Brand Examples:

Sherlock Holmes, Penguin House Books, Yoda

Sage brands are green, and yeah, we get it, Sage. We get it. But, there are so many other colors to express the same feelings above ^ muted beiges, soft oranges, burgandy, mustard, rich mahogany... it's about the color temperature, and sage is about warmth, so no matter what hue you choose, make it warmer than cooler.

Rant aside, the Sage is a wonderful brand system to work with! Go WILD - create 8-10 heading styles. The Sage is a brand that would genuinely need them, they organize and deliver high quality information. It must be legible, clear, and easy to navigate. Hello, editorial design, and hello, massive texts. Keep it clean! Space, moderate-to-wide margins are the antidote to large blocks of information. Pictures help.

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