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William & Mary Brand Hub

Brand Personality

At the heart of William & Mary’s brand is the Sage, an archetype that defines the brand’s character and personality and shapes how we communicate, ensuring our messages feel grounded, authentic and purposeful. By expressing this archetype, we create a clear, consistent identity that resonates across our community and strengthens our shared story.

While the Sage is central to who we are, elements of the Explorer and the Ruler archetypes also influence our voice, adding discovery and leadership to our brand personality.

Top quadrant of personas within the freedom and fulfillment category

Primary Archetype: The Sage

Committed to helping the world gain deeper insight and wisdom, the Sage serves as the thoughtful guider.

Core Attributes: Wisdom, Curiosity, Truth & Integrity, Connection

Core Themes: Wisdom is power, but it must be shared. Knowledge is a journey — not a destination. The pursuit of truth leads to clarity and enlightenment. Gathering of perspectives is essential to deeper understanding.

Examples: Gandalf, Yoda, Mr. Miyagi

Predominant Sage Characteristics

  • Wisdom

    The Sage is driven by a relentless pursuit of knowledge and understanding and a desire to share that knowledge with others. The Sage values intellectual exploration, critical thinking and the power of ideas.

  • Curiosity

    The Sage is a lifelong learner who views the pursuit of knowledge as a grand adventure. Filled with wonder, the Sage delights in asking meaningful questions and seeking new insights, eager to ignite innovation and cultivate self-awareness.

  • Truth & Integrity

    The Sage seeks clarity and often acts as a mentor or guide to others; valuing honesty and authenticity in an endless pursuit of deeper meaning.

  • Connection

    The Sage values bringing diverse perspectives together to create an inviting environment where ideas (and people) converge and spark new insights and innovation.

Secondary Archetypes: The Explorer & Ruler

W&M’s secondary archetypes complement the brand’s primary archetype by adding nuance and authenticity to its identity. They help the brand adapt its tone or messaging for different audiences or contexts while staying true to its core personality. Using secondary archetypes ensures communication remains genuine yet versatile — allowing the brand to connect meaningfully across a wider range of experiences and touchpoints.

  • The Explorer

    Core Attributes: Discovery, Freedom, Independence, Adventure Core Themes: The journey is the destination. Embracing the unknown leads to growth. Authenticity through experience helps break down boundaries to forge new paths. Examples: Indiana Jones, Doctor Who, Sherlock Holmes

  • The Ruler

    Core Attributes: Authority, Control, Excellence, Structure Core Themes: Leads with authority, inspiring confidence and excellence. Accepts responsibility to guide others. Builds a legacy through exceptional leadership. Creates order and structure, establishing stability. Examples: Black Panther, Professor Dumbledore, Aragorn

Have Questions About Applying the Brand?

The offices of University Marketing and University Communications maintain William & Mary’s visual identity and brand guidelines. Their staff of marketing and communications professionals are available to respond to questions and assist with requests.

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