ART, LIFE AND IDENTITY. IT ALL BEGINS WITH A QUESTION – WHICH ARCHETYPE ARE YOU?
- Nina Sekulovic Art
- Sep 29
- 4 min read
Carl Gustav Jung believed that archetypes exist within all of us – universal patterns of thought and behavior that shape the way we think, feel, and create. They are like collective memory, symbols of our inner world. We find them in myths, fairy tales, films, and art, and we recognize them even when we are unaware of their existence, yet, they are essential to understanding our own story and communicating it to the world.
Imagine this – you are writing a story. Who would be the hero of your story and what he or she wants? Did you create him/her to be a hero who inspires, who protects the weaker? Perhaps a mysterious magician who makes all seem possible? Maybe your hero longs to rule the world, or perhaps they are more of a wanderer, yearning for freedom, adventure, and exploration of the unknown?
It is undeniable that some archetypes attract us more deeply, for they already exist within us, and through them we recognize our dreams, fears, and goals.
Why is it important to know your archetype?
Archetypes connect our creativity with others, giving it recognition and emotion. They are a bridge between inner identity and outward expression, a way for what we create to speak in a universal language. They are like mirrors – through them we see ourselves, and thus the world around us.
Jung’s classification recognizes 12 timeless archetypes and each carries its own energy, colors, symbols, and audience, including:
Innocent — Seeks safety and simplicity, promises optimism, purity, and peace.
Mood: soft palettes, simple depictions.
Explorer — Seeks freedom and discovery, rooted in curiosity and wilderness.
Mood: textures, open compositions and earthy tones.
Sage — Seeks truth and understanding, values knowledge, clarity, and thoughtfulness.
Mood: clean lines, typographic clarity and restrained colors.
Hero — Seeks mastery and impact, bold, dramatic, contrasting.
Mood: strong forms, narratives of victory.
Outlaw — Seeks revolution and liberation, rebellious, raw, defiant.
Mood: energy, contrasts and unexpected materials.
Magician — Seeks transformation, mysterious, visionary, elegant.
Mood: layered effects, unexpected combinations.
Everyman — Seeks belonging and comfort, honest, down-to-earth, approachable. Mood: warm tones, candid photography.
Lover — Seeks intimacy and beauty, sensual, emotional.
Mood: rich textures, close-ups, luxurious colors.
Jester — Seeks joy and lightness, playful, witty.
Mood: bright colors, dynamic typography.
Caregiver — Seeks to help and protect, nurturing, thoughtful, empathetic.
Mood: gentle compositions, stories full of compassion.
Creator — Seeks innovation and self-expression, obsessed with making and perfecting. Mood: experimental processes, crafted details.
Ruler — Seeks order and responsibility, authoritative, refined, controlled.
Mood: polished finishes, symmetrical compositions.
The diagram above shows the 12 universal archetypes. At the center lie four basic human drives: exploration of spirituality, leaving a legacy, providing structure, and seeking connection. From these arise universal values such as freedom, safety, power, love, and wisdom, which shape the way individuals, artists, or brands present themselves to the world. Archetypes are not rigid boxes, but compasses that help us recognize and express identity in an authentic way.
For example, the Magician seeks transformation, the Hero seeks to overcome obstacles and achieve, while the Lover values intimacy and beauty. Brands and artists often choose one or a combination of archetypes to shape their voice, storytelling, and emotional connection with others.
👉 You probably recognize the following brands and their characteristics:
Disney = Magician (embodiment of magic and transformation)
Chanel = Lover (beauty, passion, elegance)
Rolex = Ruler (status, prestige, authority)
Google = Sage (knowledge, clarity, access to information)
LEGO = Explorer (curiosity, discovery, endless possibilities of play)
IKEA = Everyman (practical, accessible, for everyone)
My Archetypes
During my studies at the Milan Art Institute Mastery Program, I studied archetypes as a key segment of the part of the program that involved "Finding Your Own Voice". In my effort to uncover where I belong, who I am, and what I want to say – analyzing myself, my motives, and my mission on this planet – I resonated most with the Magician, and then with the Sage and Hero.
I want to explore the field of spirituality, but also leave a mark. I strive for the viewer to be drawn to the layers, contrasts, and dramatic stories that speak of transformation and magic. Yet, I also want to deeply know my subjects – like the birds I often paint. Here lies a contradiction between representing truth and portraying the world of magic. Still, I believe there are moments when these two overlap, and that overlap is exactly what is worth capturing on canvas. I want the observer to step into a mystical and intense world of transformative colors. These archetypes reflect the essence of my work:
Magician
“Anything can happen!"
Sage
“The truth will set you free.”
Hero
"Where there’s a will, there’s a way.”
Now that you’ve scratched the surface of archetypes, it’s time to discover your own and learn how to truly express it. Are you a Hero, Lover, Magician… or perhaps something completely unexpected?
📌 You can discover your archetype through a free test at the links below and then study the detailed analysis of your archetype:
🔗https://visionone.co.uk/brand-archetypes/
Remember that archetypes are like tools that help us connect through the universality of human emotions — that moment when you see yourself in another, when you feel that a painting, a book, a film, or any form of creation is speaking directly to you, and in that way, you find your people and your mission on this planet.
Comments