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.