Belonging · Desire: Belonging
The Everyman
“All people are created equal”
Also known as: Regular Guy · Guy Next Door · Realist
All people are created equal. We're all in this together.
Motto
All people are created equal
Core Desire
To connect with others and belong — to feel like you fit in
Promise
To provide quality and value that everyone deserves, without pretension
Symbol
🤝
What drives them
- Belonging
- Connection
- Equality
- Community
- Reliability
What they fear
- Standing out
- Rejection
- Elitism
- Exclusion
- Pretension
Brand strategy
- Make everyone feel welcome
- Celebrate the ordinary
- Be the brand everyone can afford and trust
Brand personality
Voice traits
Brand values
Strengths
- Building broad, inclusive brand loyalty
- Creating genuine human connection at scale
Pitfalls to avoid
- Appearing generic or forgettable
- Lacking differentiation
- Being too safe and unexciting
Visual style
The Palette
Signature colours
The five signature hues that define the everyman brands.
#041096
Authority · Dignity · Security
#9497FA
Authority · Dignity · Security
#FFFFFF
Peace · Purity · Bright
#CA0813
Emotional · Aggression · Passion
#924A11
Simple · Natural · Clarity
Curated palettes
Four named palettes built for different brand moods.
Wholesome & Genuine
Hard Working & Honest
Humble & Authentic
Friendly & Down-to-Earth
Typography pairings
Three Google Font pairings that capture the the everyman voice.
Wholesome & Genuine
The Everyman
Heading · Nunito Sans
The quick brown fox jumps over the lazy dog. Body copy uses Open Sans for comfortable reading at every size.
Body · Open Sans
Nunito Sans is approachable, legible and completely unpretentious — exactly the Everyman. Open Sans is the most universally readable web font available. This pairing says 'I'm just like you' with total sincerity.
Hard Working & Reliable
The Everyman
Heading · PT Serif
The quick brown fox jumps over the lazy dog. Body copy uses PT Sans for comfortable reading at every size.
Body · PT Sans
a personal touch
Accent · Caveat
The PT superfamily creates a consistent, no-fuss identity that feels dependable. PT Serif headings add gravitas without elitism. Caveat's handwritten accent injects human warmth and unpretentious personality.
Friendly & Down-to-Earth
The Everyman
Heading · Lato
The quick brown fox jumps over the lazy dog. Body copy uses Open Sans for comfortable reading at every size.
Body · Open Sans
Lato and Open Sans are two of the most widely used, trusted web fonts in existence — both humanist, friendly, and completely accessible. This combination is the typographic equivalent of a firm, honest handshake.
Brands that live this archetype
Real-world examples of the everyman brands done well.
IKEA
Home Furnishings
Great design for everyone — democratic, practical and unpretentious
Ford
Automotive
Built for hardworking everyday Americans — reliable, honest, accessible
Home Depot
Retail
The everyday person's partner for building and improving their own home
eBay
E-commerce
A marketplace where everyone has equal access to buy, sell and succeed
Confirm your fit
Think this might be your archetype?
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