Arquétipos no design de identidades visuais: guia projetual para designers

Abstract

This study investigates how archetype theory can contribute to the development of visual identities by proposing a design model based on the brand archetypes defined by Mark and Pearson (2001), grounded in Jung's (2000) theory. The research aims to integrate knowledge from Design, Marketing, and Advertising, exploring the symbolic potential in brand development. The model, structured in ten stages, was tested through a case study involving the creation of a visual identity for a real brand. As a result, a digital guide was developed to present the model in a practical and accessible way, offering templates and guidelines so that designers can apply archetypes in their own projects. This proposal contributes to the field of Design by providing a structured, step-by-step approach that helps strengthen a brand’s archetypal identity and supports professionals in building more coherent and expressive visual identity projects.