Magician Archetype
Envisioning Your Customers’ Transformation with a Nuanced Innovative Brand (with Design Examples)
Charismatic, wise and transformative, the Magician Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Magician brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Magician brand that feels unique to them.
So I decided to create this guide, just for you.
Magician archetype in branding: What is it?
Let’s first dive into the Magician brand persona in its pure, undiluted form.
Magician archetype symbolism
According to Jung, the main Magician archetype characteristics are wisdom, transformation, and mystery.
The Magician archetype is often associated with knowledge and power, representing the instinctual drive to uncover hidden truths, create change, and unlock the potential within oneself and others. The Magician archetype brand exudes a sense of awe, intrigue, and transformation.
The Magician’s…
DESIRE: Knowledge of the fundamental laws of how the world or universe works
GOAL: Make dreams come true
FEAR: Unanticipated negative consequences
TRAP: Becoming manipulative
GIFT: Finding win-win outcomes
STRATEGY: Develop vision and live it
Businesses that embody a healthy Magician archetype provide transformative experiences, offer profound knowledge or expertise, and empower their customers to change.
In The Hero & The Outlaw, Margaret Mark talks about 5 Magician Levels:
THE CALL: Hunches, extrasensory or synchronistic experiences
LEVEL 1: Magical moments and experiences of transformation
LEVEL 2: The experience of flow
LEVEL 3: Miracles, moving from vision to manifestation
THE SHADOW: Manipulation, sorcery
“Okay, the Magician Brand Archetype sounds like what I’m going for. What next?”
If the Magician archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Magician archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“I had tears reading how you’ve captured my purpose, my people and my why SO DAMN WELL. Seriously, it’s totally given me a really clear direction and sense of purpose.
I think you’ve hit the perfect mark between rebellion, expression, glamour, sophistication and rock and roll!“
– Danee – Killer Queen Creative
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Magician brand
Is Your Brand a Magician? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to inspire transformation and empower others? Does your company value knowledge, innovation, and creating meaningful change? If you answered yes, it is very likely your brand has Magician energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“I was so impressed by Elise’s comprehensive deep dive into my core offering, mission and values. No stone was left unturned. My stunning new brand assets are timeless and reflect her understanding of my business and the audience we want to attract into our community. I’m now in a happy place to move my business forward with pride.“
– Rita De Michele – Onus app
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Magician brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Magician archetype and brand differentiation
Jung proposed a variety of different subcategories for the Magician archetype, each reflecting a different dimension of the Magician. We can use these to add layers of nuance to a Magician brand.
Alchemist
Engineer
Innovator
Magician
Scientist
Leveraging these will help you bring more nuance to your Magician brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Magician archetype and target audience
The Magician archetype is focused on making an impact through manifesting a vision. They’ll often use words like ‘transformation’ as part of their values or goals for their chosen realm or aspirations for those they serve. They seek to make the impossible possible.
From the magicians, shamans and alchemists of old to the scientists, engineers and psychologists of today, this archetype’s core desire is to seek out the fundamental laws of how things work and to apply these principles to getting things done and manifesting change in the world.
Naturally, this tends to attract customers who seek ways to break through limitations, unlock their potential and create positive change in their lives. Often, Magicians are interested in both the physical and spiritual realms.
Industries like personal development coaching, psychologists, technology, athletes, healing and wellness, skincare, environmental sustainability, and education often have Magician energy because they help people transform themselves or the world.
Strengths and weaknesses of the Magician Archetype in marketing and advertising
In order to create a Magician brand that resonates, my best advice is to have a strong vision and act on it. Let yourself be driven by your conviction and purpose to seek out knowledge and manifest positive changes in your chosen realm.
Tap into your audience’s desire for meaningful change to improve their lives. Create trust that their dreams CAN come true.
The Magician’s strength shines through its ability to show people a vision of what’s possible and how to get there. They don’t just talk the talk, they walk the walk. They’re not afraid to take risks and experiment in order to reach their goals or make continued progress towards their vision for the future.
A typical expression of this archetype is the mystical ‘crystals & tarot cards’ style of magician. However, this is just one facet of this archetype. We have to remember that there is a method behind the madness in their drive to unlock the mysteries of the universe – empowering us to make an impact on individual lives and greater cultures.
Magician branding examples
Here are examples of the Magician archetype in marketing and design in the wild.
Here are some of the Magician brands I’ve had the pleasure of working with.
Designing for the Magician archetype
Magician archetype and visual branding
In general, Magician archetype visuals can be described as mystical, powerful, enchanting, and mesmerising. Power, magic and vision for change comes from within.
When it comes to brand storytelling, the graphics should have an air of mystery or magic, a powerful presence. Images can express evolution, metamorphosis, transformation, or change. It can also capture what has already been manifested into reality – showing what’s possible.
Here is a curated Pinterest board I’ve created for the Magician archetype.
Magician archetype design and colour psychology
Magician brand colours range from deep and mysterious – like a moon or starlit sky – to scientifically clinical, such as high-contrast black and white, paired with bright or rich colours. Either way, the colour palette should suggest our curiosity for the possibilities beyond.
On the other end, we’ll see colours and finishes that capture the vastness of space, the depth of the oceans, the essence of moonlight on water, or even enchanting colours found in nature. Since the inner imagination drives visions of what could be, we’ll see colours morphing into one another, evoking feelings of evolution and transformation.
Everything should have juxtaposition, with strong contrasts between light and dark.
A word on the Magician archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Magician archetype and typography
Font styles can vary greatly, depending on the context. They range from the mystical, with a gothic or fairytale slant to elegant serifs and crisp monoline type.
Typography will often have interesting details with swirling lines or shapes, unusual ligatures (connectors), or even the addition of star-like shapes within the lettering.
Brush scripts might feel like they’ve been written amongst the stars by a meteor.
Geometric fonts can feel tribal or made for science fiction. Magic and science are often presented as interconnected. Magic represents everything that we don’t yet understand.
Magician archetype and photography
Rich and powerful, Magician photography aims to create a presence of strength, confidence, and evoke dreams of possibilities.
Photography can be black and white OR colour. In colour, there will usually be richness and depth to the saturation.
We can also see lighter colours with an effect applied, such as iridescence or a visual illusion (e.g. imagery layered like it’s being distorted through a prism).
Photos of people will have a strong presence with powerful body language, either direct gaze at camera or up and off into the distance, dreaming or setting their sights on a better tomorrow.
We’ll see strength and depth in the form of beautiful rich textures or mystical landscapes. Photography should incorporate interesting angles, textures or effects, and capture a sense of mystery.
Magician archetype and brand messaging
The Magician brand voice is wise, insightful, compassionate, confident, supportive, and encouraging.
Their voice says: “I’ll guide you through how to unlock your true potential.”
Branding with the Magician archetype – Practical tips
Here are actionable tips to bring your Magician brand to life with visual storytelling techniques.
Tips for showcasing your Magician brand on Instagram
- Create mesmerising animations that add an element of magic and intrigue to your Insta content. Use dynamic visuals to capture attention and stand out in your audience’s feed.
- Partner with artists to create enchanting illustrations for your Instagram feed.
- Communicate your brand’s vision for the future in creative ways. Share content that showcases the possibilities and transformations your brand can bring about.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
Magician Archetype
Envisioning Your Customers’ Transformation with a Nuanced Innovative Brand (with Design Examples)
Charismatic, wise and transformative, the Magician Brand Archetype is one of Jung’s 12 Brand Archetypes.
If you’re wondering, how can you build a Magician brand that embraces nuance and deeply connects with your people, you’ve come to the right place.
Many of the entrepreneurs and businesses who reach out to me feel confused about how to create a multifaceted, nuanced Magician brand that feels unique to them.
So I decided to create this guide, just for you.
Magician archetype in branding: What is it?
Let’s first dive into the Magician brand persona in its pure, undiluted form.
Magician archetype symbolism
According to Jung, the main Magician archetype characteristics are wisdom, transformation, and mystery.
The Magician archetype is often associated with knowledge and power, representing the instinctual drive to uncover hidden truths, create change, and unlock the potential within oneself and others. The Magician archetype brand exudes a sense of awe, intrigue, and transformation.
The Magician’s…
DESIRE: Knowledge of the fundamental laws of how the world or universe works
GOAL: Make dreams come true
FEAR: Unanticipated negative consequences
TRAP: Becoming manipulative
GIFT: Finding win-win outcomes
STRATEGY: Develop vision and live it
Businesses that embody a healthy Magician archetype provide transformative experiences, offer profound knowledge or expertise, and empower their customers to change.
In The Hero & The Outlaw, Margaret Mark talks about 5 Magician Levels:
THE CALL: Hunches, extrasensory or synchronistic experiences
LEVEL 1: Magical moments and experiences of transformation
LEVEL 2: The experience of flow
LEVEL 3: Miracles, moving from vision to manifestation
THE SHADOW: Manipulation, sorcery
“Okay, the Magician Brand Archetype sounds like what I’m going for. What next?”
If the Magician archetype feels like a good fit, fantastic! Before we get too deep into the world of Jung and the Magician archetype, I want to share a little secret as a Branding Expert: Being too tethered to Jung’s original psychology and clinging to one single generic archetype will shoot your brand in the foot.
Why? Humans connect with humans. We are all unique combinations of our innate natures and experiences.
As a result, our brands need to reflect what our businesses bring to the table in an authentic way. We build trust by aligning our presentation with our business experience (behaviour).
I’m sure you’ve noticed many brand strategists insist on a rigid approach to brand strategy. They teach their clients that a business has to wholeheartedly embody one single archetype, perhaps with a secondary support, paving the way for generic sameness.
But embodying one single archetype leads to generic brands that don’t connect with anyone. Especially if you want to stand out from your competitors in a saturated market that is continually growing.
It is human nature to explore and meld ideas together in new interesting ways. Evolution is inevitable!
Yes, we do need to narrow the field to make sure that we have a style and personality to embody. We cannot be all things to all people.
But we can and should create beautiful, unique combinations that allow us to embrace what sets us/our business apart, instead of feeling guilt or shame at not perfectly fitting into the current boxes.
When we begin to think about what drives us, how we approach problems, our unique way of delivering our services, products or solutions… a more fascinating brandscape begins to take shape.
Brand archetypes offer a method to explore your brand, not a dogma to rigidly follow.
The best brand identities, the ones that will feel truly unique, authentic and connect with your audience, are always a multi-faceted combination of archetypes.
A strong brand strategy, rooted in a curated duo or triad of archetypes, is what will give your brand clarity while differentiating you from your competitors.
“I had tears reading how you’ve captured my purpose, my people and my why SO DAMN WELL. Seriously, it’s totally given me a really clear direction and sense of purpose.
I think you’ve hit the perfect mark between rebellion, expression, glamour, sophistication and rock and roll!“
– Danee – Killer Queen Creative
As you bring more dimensionality to your brand, you’ll foster more trust because you’re being more human.
Practical questions to help you identify if your brand is a Magician brand
Is Your Brand a Magician? Let’s talk about brand values now.
Ask yourself: Is the goal of your company to inspire transformation and empower others? Does your company value knowledge, innovation, and creating meaningful change? If you answered yes, it is very likely your brand has Magician energy.
To attract the right customers, maintain their trust and get the most from your marketing dollars, you should do all you can to communicate this philosophy to your customers.
“I was so impressed by Elise’s comprehensive deep dive into my core offering, mission and values. No stone was left unturned. My stunning new brand assets are timeless and reflect her understanding of my business and the audience we want to attract into our community. I’m now in a happy place to move my business forward with pride.“
– Rita De Michele – Onus app
To diagnose the true motivator behind your brand (which is the crucial first step to discover your most aligned brand archetypes), take my brand motivator quiz.
How to make your Magician brand identity truly memorable and unique
In my work with my clients, I always work to help them claim a combination of archetypes, rather than a single one. Since Jung’s brand archetypes are naturally fluid and flow across one another, there are endless ways to blend them together.
For example, one wing might look like a Motivator (an archetype that highlights how you want to make people feel) and one wing might be your Approach (how you deliver that feeling). Different combinations of archetypes can create vastly different brand identities.
“I’m so in love with Elise and the recent brand strategy work she did for me! I was over the moon with the results and it really felt like she got EXACTLY what the core of my brand was, and developed it in a concise, strong and cohesive way.
I’m so glad I engaged with her to bring my new website to life – I feel like I’ve learned so much and have a much clearer view on what I’m about! I highly recommend her wherever you are in the branding process – whether you’re just starting out, or if you’re refining your brand and taking it to the next level like me. Thank you Elise, you’re a superstar!!”
– Danee – Killer Queen Creative
If there’s one thing I want you to take away from this article, it’s to let go of your preconceptions about what a certain brand archetype must look like.
Magician archetype and brand differentiation
Jung proposed a variety of different subcategories for the Magician archetype, each reflecting a different dimension of the Magician. We can use these to add layers of nuance to a Magician brand.
Alchemist
Engineer
Innovator
Magician
Scientist
Leveraging these will help you bring more nuance to your Magician brand identity. Ideally, you will go further than this and blend multiple archetypes together without leaning into cliche characteristics.
Magician archetype and target audience
The Magician archetype is focused on making an impact through manifesting a vision. They’ll often use words like ‘transformation’ as part of their values or goals for their chosen realm or aspirations for those they serve. They seek to make the impossible possible.
From the magicians, shamans and alchemists of old to the scientists, engineers and psychologists of today, this archetype’s core desire is to seek out the fundamental laws of how things work and to apply these principles to getting things done and manifesting change in the world.
Naturally, this tends to attract customers who seek ways to break through limitations, unlock their potential and create positive change in their lives. Often, Magicians are interested in both the physical and spiritual realms.
Industries like personal development coaching, psychologists, technology, athletes, healing and wellness, skincare, environmental sustainability, and education often have Magician energy because they help people transform themselves or the world.
Strengths and weaknesses of the Magician Archetype in marketing and advertising
In order to create a Magician brand that resonates, my best advice is to have a strong vision and act on it. Let yourself be driven by your conviction and purpose to seek out knowledge and manifest positive changes in your chosen realm.
Tap into your audience’s desire for meaningful change to improve their lives. Create trust that their dreams CAN come true.
The Magician’s strength shines through its ability to show people a vision of what’s possible and how to get there. They don’t just talk the talk, they walk the walk. They’re not afraid to take risks and experiment in order to reach their goals or make continued progress towards their vision for the future.
A typical expression of this archetype is the mystical ‘crystals & tarot cards’ style of magician. However, this is just one facet of this archetype. We have to remember that there is a method behind the madness in their drive to unlock the mysteries of the universe – empowering us to make an impact on individual lives and greater cultures.
Magician branding examples
Here are examples of the Magician archetype in marketing and design in the wild.
Here are some of the Magician brands I’ve had the pleasure of working with.
Designing for the Magician archetype
Magician archetype and visual branding
In general, Magician archetype visuals can be described as mystical, powerful, enchanting, and mesmerising. Power, magic and vision for change comes from within.
When it comes to brand storytelling, the graphics should have an air of mystery or magic, a powerful presence. Images can express evolution, metamorphosis, transformation, or change. It can also capture what has already been manifested into reality – showing what’s possible.
Here is a curated Pinterest board I’ve created for the Magician archetype.
Magician archetype design and colour psychology
Magician brand colours range from deep and mysterious – like a moon or starlit sky – to scientifically clinical, such as high-contrast black and white, paired with bright or rich colours. Either way, the colour palette should suggest our curiosity for the possibilities beyond.
On the other end, we’ll see colours and finishes that capture the vastness of space, the depth of the oceans, the essence of moonlight on water, or even enchanting colours found in nature. Since the inner imagination drives visions of what could be, we’ll see colours morphing into one another, evoking feelings of evolution and transformation.
Everything should have juxtaposition, with strong contrasts between light and dark.
A word on the Magician archetype design and colour psychology
The use of colour in your brand design instantly affects the emotions and moods of the people viewing your brand.
Planning out your brand’s colour scheme can be challenging. I have two practical tips for you: 1) I recommend using primary and secondary colours that contrast well and 2) not being afraid to break traditional colour schemes in your industry.
Corporate colour schemes tend to be minimal while creative brands can include more colours.
If you know your audience belongs to a certain culture, always consider the meaning of the colours you choose within the context of that culture.
Magician archetype and typography
Font styles can vary greatly, depending on the context. They range from the mystical, with a gothic or fairytale slant to elegant serifs and crisp monoline type.
Typography will often have interesting details with swirling lines or shapes, unusual ligatures (connectors), or even the addition of star-like shapes within the lettering.
Brush scripts might feel like they’ve been written amongst the stars by a meteor.
Geometric fonts can feel tribal or made for science fiction. Magic and science are often presented as interconnected. Magic represents everything that we don’t yet understand.
Magician archetype and photography
Rich and powerful, Magician photography aims to create a presence of strength, confidence, and evoke dreams of possibilities.
Photography can be black and white OR colour. In colour, there will usually be richness and depth to the saturation.
We can also see lighter colours with an effect applied, such as iridescence or a visual illusion (e.g. imagery layered like it’s being distorted through a prism).
Photos of people will have a strong presence with powerful body language, either direct gaze at camera or up and off into the distance, dreaming or setting their sights on a better tomorrow.
We’ll see strength and depth in the form of beautiful rich textures or mystical landscapes. Photography should incorporate interesting angles, textures or effects, and capture a sense of mystery.
Magician archetype and brand messaging
The Magician brand voice is wise, insightful, compassionate, confident, supportive, and encouraging.
Their voice says: “I’ll guide you through how to unlock your true potential.”
Branding with the Magician archetype – Practical tips
Here are actionable tips to bring your Magician brand to life with visual storytelling techniques.
Tips for showcasing your Magician brand on Instagram
- Create mesmerising animations that add an element of magic and intrigue to your Insta content. Use dynamic visuals to capture attention and stand out in your audience’s feed.
- Partner with artists to create enchanting illustrations for your Instagram feed.
- Communicate your brand’s vision for the future in creative ways. Share content that showcases the possibilities and transformations your brand can bring about.
Curious to discover your Brand Archetype? Start by taking this quiz to uncover your Core Motivator.
Pass the Salt, founded by Elise Elliott, is a branding studio devoted to shaking up brand strategy, design and creative direction for entrepreneurial dreamers, doers and shakers who smirk at rules and high-five at the adventure of exploration.
Elise’s branding framework helps clients find language for their authentic business identity, connect with their dream audience and find greater ease in their business.
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