Arek Dvornechuck
Branding Expert
The Outlaw Archetype: 10 Branding Examples
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In this article, I'll show you ten examples of how to use the Outlaw archetype in branding.
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We'll go over the Outlaw archetype and its traits and characteristics.
Then I'll give you real-life examples of Outlaw brands and describe what they do in terms of the expression.
We'll also discuss some of the best use-case scenarios for the Outlaw Archetype.
Moreover, I will show you how the Outlaw archetype fits into the overall archetypal framework.
We’ve got 12 main archetypes, but there are actually 60 archetypes in total.
The Outlaw archetype family is consists of: the Activist, the Gambler, the Maverick, and the Reformer.
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The Outlaw archetype represents the enticement of forbidden fruit, living by the motto, “Rules are meant to be broken.”
This archetype is a romantic figure, often seen as the hero ready to challenge a society that may have become tyrannical, repressed, conformist, or overly cynical.
It embodies the spirit of counterculture icons like Robin Hood and Zorro, who stand up against injustice and champion the cause of the downtrodden.
In storytelling, the Outlaw's narrative can be complex, with positive incarnations such as the mentioned folk heroes.
It can also encompass darker manifestations, like the chaotic tendencies of characters such as Lex Luthor or the Joker from the Superman and Batman universes, respectively.
The Outlaw archetype is a revolutionary at heart, unafraid to deviate from the norm and initiate upheaval.
It is the spirit behind movements that dismantle the current system to pave the way for something better.
Outlaws are distinguishable by their willingness to stand out, often adopting a naughtier, more aggressive demeanor compared to their conformist counterparts.
They swim against the current to escape the mainstream, showing a profound aversion to rules, regulations, and any form of conformity that stifles freedom of choice.
Despite a demeanor that can sometimes seem driven by anger, Outlaws often possess a kind-hearted nature at their core.
For brands, the Outlaw archetype is an ideal persona that resonates with customers who have unorthodox personalities and the desire to express their unique identities.
These brands leverage marketing to demonstrate a willingness to take risks, showcasing their distinctiveness in a sea of sameness.
They tap into the Outlaw's desire for change, freedom, and rebellion against the norms, making them appealing to those who seek to break free from traditional constraints.
In the Jungian archetype system, the Outlaw is one of the twelve primary archetypes, often symbolizing the rule-breaking hero or the defiant antihero.
Brands adopting this archetype position themselves as alternatives to the mainstream, advocating for change and resonating with their audience's desire for liberation and nonconformity.
Now, let me show you some branding examples that use the Outlaw archetype.
What are some well-known examples of the Outlaw archetype?
These are the best examples of brands that you can use if you want to apply the Outlaw archetype to your brand strategy.
Harley-Davidson stands as the quintessential representation of the Outlaw brand.
With a legacy intertwined with the image of freedom and the open road, their motorcycles have become symbols of a lifestyle that defies constraints.
The phrase "Screw it. Let’s ride" is an invitation to a way of life that embraces adventure and the road less traveled.
Their branding resonates with those seeking thrills and the allure of Americana.
Harley-Davidson creates not just customers but a community of enthusiasts who embody the Outlaw spirit.
Diesel Jeans positions itself as a brand for independent spirits.
Their slogan, "For Successful Living," is rich with irony, suggesting that true success defies societal expectations.
Diesel's marketing is often provocative, challenging conventional fashion wisdom.
They run campaigns that celebrate foolishness, asserting that wisdom lies in being unconventional.
Diesel sells not just jeans but a mindset that dares to stand out.
Virgin represents the Outlaw archetype in a corporate yet disruptive manner.
Led by Richard Branson, Virgin has become synonymous with "Smart Disruption," challenging larger, established industries.
From airlines to music, they advocate for innovation and customer benefits.
Their approach is encapsulated by the slogan "Insatiable Curiosity," reflecting a business philosophy that constantly questions and reinvents.
Levi Strauss is a cultural icon, often associated with the rebellious spirit of subcultures.
The message "Live in Levi's" speaks to authenticity and rugged individualism.
Levi's aligns with movements that challenge societal norms, embracing authenticity and sustainability.
Their marketing celebrates individuals who live life on their own terms, much like the jeans they wear.
Apple has been a game-changer in technology with its innovative products and "Think Different" campaign.
The campaign appealed directly to the Outlaw archetype, honoring those who challenge the status quo.
Apple products make a statement about their users: individuals who value creativity, design, and innovation.
Uber embodies the Outlaw archetype by transforming urban mobility and challenging traditional taxi services.
Their slogan, "Move the way you want," encapsulates the freedom they offer to users.
Despite challenges, Uber's relentless innovation reflects an Outlaw spirit that is unafraid to disrupt and reinvent.
MTV changed the music industry by creating a platform that was entirely dedicated to music videos and youth culture.
Their bold move to monopolize the music video space was a significant gamble that paid off, resonating with a generation hungry for a new form of entertainment.
MTV became synonymous with youth rebellion and the soundtrack to the lives of those who wanted to break free from the constraints of traditional media.
PayPal began with a vision to revolutionize the financial industry.
Their mission statement, aiming to "democratize financial services," reflects a rebellious spirit against traditional banking.
PayPal's disruption of the financial space has provided people with more control over their financial transactions, emphasizing security and convenience in a way that traditional banks were slow to adopt.
Dollar Shave Club made a splash with its direct-to-consumer model and humorous marketing, challenging the giants in the razor industry.
They positioned themselves as the smart choice for consumers tired of overpaying for razors.
Their campaign, which humorously depicted the frustrations of consumers with traditional razor brands, struck a chord with many and turned the mundane act of purchasing razors into a statement against the "shave tech" industry.
Last but not least, there is Bitcoin, which is a completely virtual type of money.
It is a completely unorthodox form of money—a perfect example of the Outlaw archetype.
Bitcoin is a digital currency that operates independently of central banks or governments.
The brand is a beacon of boldness and liberation, which is a great example of an outlaw brand archetype.
Now that you've seen a few examples of Outlaw brands, let me explain how the Outlaw archetype can be expressed through branding.
Outlaw brands use disruptive, rebellious, and combative tones of voice.
Outlaw brands are typically associated with confidence, boldness, adventure, and excitement.
Other modes of communication include competence, desire, and unusual characteristics.
The message is often about encouraging their audience to move past their norms.
Their tone of voice is always authoritative, revolutionary, and bold.
And by doing so, they’re leaving their customers feeling free and enthusiastic.
These brands want to give people an alternative to the mainstream and let them go their own way like Apple.
Images symbolizing freedom and change are commonly used as well like Diesel Jeans.
Common image subjects include things like automobiles and nature.
Therefore, the culture within an Outlaw brand will be solely focused on revolution and changing the status quo.
Innovate with inventive thinking while still providing practical, in-demand solutions.
The Outlaw archetype, in general, provides a good identity for brands which promote evoking change and becoming genuinely revolutionary.
The Outlaw archetype is best for body art, construction, motorcycles, and more.
These brands might be associated with qualities like courage, boldness, passion, strength, and enthusiasm.
They often come up with truly off-the-wall products—an Outlaw is trying to solve a problem in a new way.
Outlaw brands are typically low-to-average in price, and their products are similarly priced.
The Outlaw archetype may be a good fit for businesses that want to make the world a more logical place as well as innovate.
In summary, the Outlaw brand archetype is unconventional and willing to take risks.
Culture is oriented towards fresh perspectives and new outlooks.
Outlaw brands don’t want to be powerless or ineffectual, and they have high levels of consciousness and intelligence — some would say even to the point of naivety.
The Outlaw brand would do well in industries that involve automotive, motorcycles, construction, body art, technology, statement clothing, and rebellious groups.
Generally, there are 12 main Outlaw archetypes.
The Outlaw archetype’s family includes: Activist, Gambler, Maverick, and Reformer.
But there are also 4 sub-archetypes for each, so the Outlaw archetype is like the representative of this family.
You can also go deeper and explore other archetypes within the Outlaw family.
The difference between the Outlaw and other archetypes is that the top-level archetypes share more in common with other family members.
That’s why they function as a unifying thread among each family member.
It’s like you have your own personality, and you may have a lot in common with your parents.
So here are the other four Outlaw archetypes:
Even though I will not go deeper into explaining those sub-categories, at least you have some examples so that you can figure it out for yourself.
If you want to learn more, I recommend these two books:
(1) The Hero and the Outlaw by Margaret Mark and Carol Pearson
(2) Archetypes in Branding by Margaret Hartwell and Joshua C. Chen
Lastly, please check out my Brand Strategy Guide, where I explain how to use archetypes to develop a comprehensive brand strategy.
Check out my new course about brand archetypes (including the Outlaw)—it's a deep dive that elaborates on the free content available on my blog.
The preview of this course is also available on my Youtube channel (2nd module only).
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I'm a branding expert and graphic designer based in NY. I specialize in the development of brands: brand strategy, identity & web design. Need help with your project?—Get in touch
