The Magician Archetype: 10 Branding Examples

Arek Dvornechcuck
Branding Expert

I'm a strategist and designer based in New York who help brands grow by crafting distinctive brand identities, backed by strategy. Need help with your project?—Get in touch

Here are the 10 examples of Magician Brands for those who are looking to use the Magician archetype to their brand strategy.

In this article, I’m going to show you 10 examples of using the Magician archetype in branding.

We are going to talk about the Magician archetype and its traits and characteristics.

Then I will give you three concrete examples of the Magician brands in real life, and I will describe what they do in terms of the expression:

What kind of voice, message, colors, fonts and imagery they use to express that persona?

We will also talk about some of the best use-case scenarios for using the Magician Archetype.

The Magician Archetype

Moreover, I will show you how the Magician archetype fits into the overall archetypal framework.

What are the levels for this archetype? Yes, there are levels for this game.

We’ve got 12 main archetypes, but there are actually 60 archetypes in total.

So, the Magician archetype family consists of: the Alchemist, the Scientist, the Engineer, and the Innovator.

The Magician Archetype

  1. Magician Archetype Definition
  2. Magician Archetype Examples
  3. Magician Archetype Expression
  4. Magician Archetype Use Case
  5. Magician Archetype Family

1. Magician Archetype Definition

The Magician is one of the main archetypes that has dreams that other people see as impossible.

The Magician archetype’s motto is: “Anything can happen”.

A visionary, catalyst, innovator, charismatic leader, mediator, or shaman are all terms used to describe a magician.

Magician Archetype Definition

In film, there is no character that personifies the magician better than Gandalf in Lord of the Rings.

His experience definitely contributed to his intelligence and mystery.

Magic is a technology for making dreams come true.

A magician is a visionary who has the mysterious knack for turning his fantasy into a fascinating reality.

Their charisma and unique perspective often make the impossible possible for them.

They feel that problems should be turned into opportunities by reframing difficulties.

They find a solution to create something out of nothing, or to turn chaos into a miracle.

Moreover, the magician’s core desire is to make dreams into reality.

Magician brands include all those that foster "magical moments", something that others see as impossible.

They fear unanticipated negative consequences.

2. Magician Archetype Examples (10)

Now, let me give you some examples of using the Magician Archetype in branding.

What are some examples of the Magician archetype?

These brands that I will mention are the best examples that you can use if you want to use the Magician archetype in your brand strategy.

Magician Archetype Examples

Walt Disney (1)

Walt Disney is the perfect example of a Magician brand.

Walt Disney

Disney is the typical brand when it comes to all things magical.

From their amazing movies and songs to the stunning Disneyland experience.

Even the opening credits for their movies have a special place in our hearts.

With the slogan "Where dreams come true", this brand brings magic and brilliance to our daily lives.

Dyson (2)

The second example of the Magician brand is Dyson.


They took something otherwise mundane — a vacuum cleaner — and revolutionized it, as well as the industry to which it belonged.

A vacuum cleaner that improves on a design that has worked before is a real magic trick.

Regularly leaves us questioning if Dyson engineers are waving a magic wand to create something so incredible.

Sony (3)

Sony is another and totally different example of a brand adopting the Magician archetype.


Sony designs and sells electronic equipment, home entertainment products, and imaging products and services.

The Magician archetype is a natural fit for this company because of its purpose:

“Fill the world with emotion, through the power of creativity and technology”.

The Magician archetype is a perfect fit because Sony offers products and services that take their customers on a transformative journey.

Mary Kay Cosmetics (4)

Another example is Mary Kay Cosmetics, which, as is obvious in its name, is a cosmetic and skincare company.

Mary Kay Cosmetics

On the surface, Mary Kay has little to offer, but internally, they offer lucrative business opportunities.

Her slogan, "Enriching Women’s Lives", speaks for itself.

Of course, the product itself makes a difference—skin that looks younger, scars that fade, etc.

MAC Cosmetics (5)

MAC Cosmetics is the world’s leading professional make-up institution with unparalleled expertise in artistic make-up.

MAC Cosmetics

This brand celebrates diversity and individuality—they target all age groups, all races, and all genders.

They are a proud community of professional make-up artists working together to bring their vision to life.

Also, embedded in the company’s values are Magician characteristics such as passion, elegance, and love.

Snickers (6)

The latest Snickers ads with the slogan "When you’re hungry, you’re not you" take the brand from pure candy to a cultural phenomenon.


The ad suggests that the candy bar has a mysterious power of change.

Of course, the "power" that transforms you here is sugar — but the message is clear.

The meaning is also clear—if you have Snickers in you, you will be better.

Polaroid (7)

From the day Polaroid launched the instant camera, it has become a magical symbol and captured wonderful moments.


The very concept of taking a picture and seeing it printed immediately in a nostalgic format is a magical experience.

The brand already uses the word “magic” on its homepage and is focused on providing customers with an innovative product experience.

Red Bull (8)

Red Bull is a drink that energizes and transforms you.

Red Bull

They sponsor many extreme events—jumping from altitude is a common one.

With this drink, they promise you that your mood and energy will increase, and you will be a completely different person.

MasterCard (9)

MasterCard is a global technology company in the payments industry.


Their mission is to connect and drive a comprehensive digital economy that benefits everyone everywhere.

It is now considered an innovative and knowledgeable brand.

IBM (10)

And last but not least, is IBM, which stands for International Business Machine.


The IBM brand was one of the best in the world at making computer systems for both business and science.

In addition, IBM changed the game in cloud computing and web services.

The brand is a beacon of innovation in the tech industry, which is a great example of a Magician brand archetype.

3. Magician Archetype Expression

Now, since you’ve got some examples of Magician brands, let me summarize how the Magician archetype might be expressed in branding.

Magician brands use mystical, informed, and reassuring tones of voice.

Magician brands will usually market themselves as being dynamic, charismatic, and clever.

Magician Archetype Expression

The creativity and imagination of their target audience are another means of communication.

The message is often about a compelling vision, experiences of transformation, and the manifestation of miracles.

Their tone of voice is always passionate, sincere, and calm.

And by doing so, they’re leaving their consumers feeling transformed and amazed.

These brands aim to help people transform and turn messes into miracles (like Sony).

Images portraying magical and amazing moments are commonly used as well (like Walt Disney, for example).

Common image subjects include things like the sky, stars, and the sun.

Therefore, the culture within a Magician brand will be solely focused on creating remarkable things.

Magicians have the ability to lead people on a journey of change by experiencing magical moments.

They believe that we are limited only by our imagination.

4. Magician Archetype Use Case

In general, the Magician archetype provides a good identity for brands that provide some element of mystery and mystique.

Magician archetype is best for entertainment, beauty, health, and more.

These brands might be associated with qualities like innocence, mystery, sophistication, and elegance.

Magician Archetype Use Case

They are often used for things like being able to take people on a journey of change.

The Magician brands are usually priced above average; these are usually moderately to high-priced products.

The Magician archetype might be a good option for those businesses that have grand visions and believe that success is inevitable if you use the right formula.

In summary, the Magician brand archetype is for visionaries and dream makers, and culture is oriented towards purity and perfection.

Magicians' brands fear stagnation, doubt, or uncertainty, and they seek to understand the world and transform it and its people with a unique vision or solution.

The Magician brand would do well in industries that involve entertainment, beauty, hospitality, health and relaxation industries.

5. Magician Archetype Levels / Family

Lastly, I wanted to let you know that there are 12 main archetypes, as I mentioned in the beginning of this article.

The Magician archetype’s family includes: Alchemist, Scientist, Engineer, and Innovator.

But there are also 4 sub-archetypes for each, so the Magician Archetype is like the representative of this family.

Magician Archetype Levels / Family

You can also go deeper and explore other archetypes within the Magician family.

The difference between the Magician 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 Magician Archetypes:

  1. Alchemist — brand examples:  MAC Cosmetics and Mary Kay Cosmetics
  2. Scientist — brand examples:  Genentech and Tesla
  3. Engineer — brand examples:  Dyson and Sony
  4. Innovator — brand examples: Google and IBM

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.

Magician Archetype
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