Parker’s warm, workhorse brand for Myers & Briggs Foundation encourages us to understand ourselves

Attentively speaking to the organisation’s human-facing setup and its poignant history, the visual and verbal identity for Myers & Briggs Foundation (M&BF) by Seattle-based creative studio Parker modestly considers its past and future in tandem. World-renowned for its signature personality type assessment, Parker approached the project with a similar sensitivity, resulting in a personal, intelligent brand that welcomes its varied audiences. “Commercial Type’s Graphik is used only in its regular weight,” Principal Creative Director Tyler Eide tells us, “and serves to provide the brand with a rigidity that feels established and slightly corporate,” whilst likewise providing a sympathetic, charming voice due to its soft geometric design. “Its friendly attitude paired nicely with the creative writing and humanistic undertones,” Eide continues, “that we determined were key in positioning the M&BF brand as a catalyst for the goal of the assessment,” looking to better understand ourselves, others and our interactions. Tying together the identity through slick typographic structure, friendly, accessible layouts and the warm geometry of its flower iconography – symbolising personal growth – Parker systematically introduced colour as not only a practical element of the brand but a referential one. “M&BF’s colour system is set up to provide 16 possible combinations,” he details, with each corresponding to the personality types of the assessment itself. “While colour combinations aren’t specifically paired with personality types,” Eide adds, “it allows for the right amount of diversity within the system,” a theme similarly expressed across the brand’s photographic output. “The photography’s art direction, courtesy of Ben Lindbloom, is intended to highlight the diversity of personality types in a warm and welcoming way,” Eide concludes, “where over time more images will be shot and added to the repository.”