Visual identity is the system of visual tools that makes a brand recognisable. It may include a logo, colours, typography, images, illustrations, graphic elements, layout and movement. The identity should give form to the brand's strategy and personality, not merely make the organisation decorative.
What does visual identity involve in practice?
In practice, the identity is used across websites, presentations, social media, advertising, documents and other surfaces. A good system has enough rules to create consistency and enough flexibility to work in different formats. It should also show how the elements are combined, not only present them individually.
Visual identity is relevant when establishing a brand, redesigning it or when the brand looks different from one channel to another. See Logo, Colour palette, Typography and Adobe's introduction to visual identity.
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