Branding & Logo Design
When it comes to branding and logo design, you’ll be hard-pressed to find more intuitive and mindful designers than the design team at Astute Communications. Our founder graduated from Watkins College of Art, Design and Film with a BFA in Graphic Design. Good design is at the core of everything we do!
We want everything we make to have the volume of a billboard, and look damn good under a microscope. From logo design and branding projects to website design and advertising, we have what it takes to deliver a brand so impactful that you’ll have people clamoring to be associated with it!
What sets us apart? Our creative decisions are informed by objective evidence and careful consideration. You won’t see us trying to turn your “M’s” into feathers or “O’s” into eyeballs. We believe in tasteful design and always act on the premise of “less is more.”
The 12 Brand Archetypes Framework
In order to discover the essence of your brand, we practice Archetypal Analysis — a series of informed exercises derived from the Carl Jung theory of archetypal storytelling.
This theory supposes that storytelling is always based around a set of some variation of these 12 character types: The Jester, The Hero, The Magician, The Citizen, The Lover, The Sage, The Creator, The Innocent, The Explorer, The Ruler, The Rebel, The Caregiver.
This approach is effective because it enables us to communicate on the basis of innate human tendencies rather than the typical subjective language that is associated with creativity.
Through workshops and research we establish which archetypes you align with and choose a primary, secondary, and a tertiary character. We then utilize the primary archetype to inform the messaging, logo, etc. and the second/tertiary to lay the groundwork of what your company does on a more functional and internal level.