Many people who endorse gender equality do not personally identify as feminists. The present research offers a novel explanation for this disconnect by examining people’s attitudes toward feminist prototypes—the central, representative feminist that comes to mind when they think of feminists as a group. Results from two samples support the hypothesis that both implicit and explicit attitudes toward feminist prototypes predict unique variance in feminist identity beyond gender-equality attitudes. Results from a second study show feminist identity to mediate between implicit prototypes and self-reported willingness to engage in feminist behaviors. Lastly, a third study shows feminist identity to mediate between implicit prototypes and actual feminist behavior. This is the first study to specifically examine the role of implicit attitudes and prototype favorability in understanding feminist identity and behavior, and the results suggest that promoting positive prototypes of feminists may be an effective route to encouraging feminist identity.