LEAVING A THUMBPRINT ON THE WORLD
Pegasus is a mythic winged horse, ridden by conquering heroes, but also throwing off those who are unprepared to ride across the sky. Mobil’s logo evokes the mastery and power of the Hero, but also warns of the cost of the Hero’s possible arrogance and desire to conquer, rather than work with natural forces.
the Klan in the South, and skinheads throughout the world to understand the importance of the Outlaw archetype to the identity of far-right groups. The Hero, Outlaw, and Magician, as power archetypes, focus consumer attitudes and actions relevant not only to achieving one’s aims, but also to changing the world. They therefore provide natural brand identities for products and services that have a marked impact on their time and place.