Abstract
A company's brand is not just a name and logo, it is also the company's commitment to customers. Brand is a strategic asset, and therefore, when building a brand, the values, purpose, positioning, and personality of the company are also created. The psychology of archetypes understands the inner meaning of brands and products and helps marketers establish lasting concepts and identities. Archetypes are images, symbols, characters and myths that exist all over the world and transmit information in our collective unconscious. By using archetypes, brands have the ability to connect consumers' most basic emotions and motivations. Three archetypes were defined to develop three logos based on their concepts. The archetypes analyzed here are Mage, Jester, and Creator. A survey was carried out with the brand's target audience to find out if the logo was conveying the archetype's message and defined a positioning for the agency. The results obtained were that it is possible to develop a visual identity based on the concepts of archetypes and pass positive emotions and sensations through them.
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