Your Company’s Brand Archetype


Entertainer, Clown, Provocateur

Step 1: Verify Your Archetype

You are uniquely gifted in bringing joy and levity to situations. Your perspective of events brings surprising twists in meaning and interpretation, and in this way you present truth to those in power. You’re wicked smart. You appreciate beauty and support change. People know you for your exuberance and pranks, for breaking societal norms and dismissing tradition in favor of fun. You’re often seen as irreverent or mischievous in your unbridled view of life and indifference of conventions.

Jester Brand Examples

Click to enlarge images

Chicken Mafia, a fast food brand designed by Limonov and Wisotow, uses cheeky icons, chunky type and a checkerboard motif for an energetic look.

Thimble, an insurance brand designed by Red Antler, turns calamity into hilarity with ridiculous photos, an electric color palette and simple messaging.

Hinge, a dating app brand designed by Red Antler, uses absurd humor, bright colors, clever copy, and a muppet-ized app icon mascot to differentiate the app.

Step 2: Align your Brand’s Visual Design with your Archetype

Our Lean Design Kits are the fastest way to launch a professional brand across print and screen. These ready-to-use brand guidelines are made to match your archetype, allowing your startup to build a scalable brand within hours, for a fraction of the cost of hiring a professional designer. Share the Design Kit with your teammates or contractors, and use the step-by-step instructions to keep your brand consistent across tools like Squarespace, MailChimp, Stripe and more.

Jester Design Kits

Included in Every Design Kit

Font Selections & Hierarchy

Give your documents and website an instant facelift with exact instructions for styling text: font, weight, sizes and color for headings, paragraphs, and more.

Versatile Color Palette

Keep brand colors consistent across print, screen and swag with professionally selected colors. Listed in Pantone, RGB, CMYK, HEX, HSB and HSL formats.

Image Style

Images play a central role in your look & feel, and in your ability to communicate. Learn how to select photos or illustrations to complete your polished look.

Swag Selection

Spread the word about your company with branded gear. We’ve done the shopping for you with recommendations for soft tees to fit your values and budget.

Icon Style

Icons relay concepts quickly and catch users’ eyes as they scan through information. We include a selection of icon families to embellish your work.

Step-by Step Instructions

Our detailed instructions and examples help you style your collateral, swag, products & websites. Industry secrets and lifetime updates included.

✔️ Brand Launch Checklist

✔️ Design Kit Implementation Checklist

✔️ Matching One Sheet Template

✔️ Supports Light & Dark Themes

✔️ Tested for Accessibility Standards

✔️ Cloud-based—always in sync

Two 30-min Consultations

Need help selecting a Design Kit?

Free Consultation