Brand motif
Refers to a recurring visual theme in brand design. Unlike a key visual, which might change from one campaign to the next, a brand motif remains consistent and enduring at its core. Even when adjusted to fit different contexts—such as ad campaigns, product packaging, or products—people can still identify it and associate it with the brand. A prime example of a brand motif is the Cartier Panther, consistently featured in both Cartier’s jewelry designs and their advertising campaigns.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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