Your Company’s Brand Personality


Ruler, Judge, Patriarch

Step 1: Verify Your Archetype

Order and organization follow you everywhere you go. You are a model of proper behavior and a symbol of privilege and royalty. Constantly under the watchful eye of others, you maintain a dignity and class and are cautious with your words and actions. You hold closely to traditions and carry a sense of status. Your brand is associated with dignity, benevolence and serenity.


Nelson Mandella, Queen Elizabeth II, The Pope


“If civilization is to survive, we must cultivate the science of human relationships—the ability of all peoples, of all kinds, to live together, in the same world at peace.”


Rank, status and tradition. Inherited responsibility. Nobility and stability.


A sense of entitlement, dictatorship, greed and self-service. Irrelevance.

Audience Appeal

Best suited for audiences who want security, stability, or to be associated with high status products and services. Brands who help people get organized, or whose products and services come with a lifetime guarantee are also good candidates for this archetype.

Primary Motivation:
To bring stability through structure, order to chaos.

See how other brands have conveyed similar strengths through their visual design:

Gents Club, designed by Tough Slate Design, features a dark palette and luxurious fonts to illuminate their quality.

Le Château, designed by Grabuge, allows guests to feel like royalty with historical paintings, heraldry and French flair.

Great Heights, a jewelry brand designed by Red Antler, captures modern refinement with elegant fonts and intimate photography.

Step 2: Select a Design Kit

Build your professional brand with our ready-to-use guidelines. Copy & paste your new look & feel to keep your brand consistent across tools like Squarespace, MailChimp, Square and more.

Step 3: Get Matching Collateral

Launch faster and save yourself from hair-on-fire design emergencies. Our collateral templates are formatted to match your selected Design Kit. Purchase as-needed, starting at $20 each.

Pitch Deck Template
Presentation Template
One Sheet Template

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