A visual identity is the visual aspect of branding that companies develop to evoke the corresponding feelings and worlds of experience with a brand. It includes everything visual, i.e. visible that makes up your brand, such as colors, the brand design, fonts, photos, illustrations and all other visuals you use to communicate your brand.
Visual Identity’ can therefore be thought of as a general umbrella term for all other but more specific aspects of a brand. Apart from the visual identity, there are theoretically also other identities that can be experienced or conveyed by the senses: for example, an aural or olfactory identity that can be conveyed or perceived via sounds or noises or even scents or smells.