leitmotif

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A symbolic motif or theme, intended to evoke, in a musical work, an idea, a feeling, a state or an impression. A formula, an idea which keeps coming up in a discourse, a literary work, a conversation, etc. (Larousse)

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leitmotif * encapsulates in a single word the conceptual approach chosen to highlight a project, a brand, a company, a creation … the initial idea is, above all, to respond to the challenges posed by the establishment of a guideline or point of reference to give form to disparate set of features and reinforce the message to be transmitted and the image to be conveyed over time.

*Borrowed from the German Leitmotiv literally meaning “leading motif” or, “guiding motif”, which motivates action or justifies something, a repeated graphic element, a phrase from a song or general intent…(Wikipedia).