Visual Identity
The visual components of a brand or project — logo, color palette, typography, and imagery — forming one recognizable system.
In practice
A visual identity is the coordinated set of visual parts that makes a brand or project recognizable: logo, color palette, typefaces, imagery style and the rules for combining them. It lets very different items, such as a delivery van, an app screen and a paper bag, read as coming from the same source. Consistency matters more than any single element; people often recognize a brand by color and type before reading its name.
Often confused with Logo
Visual identity is the whole recognizable system; the logo is only one component within it.
Try this
Cover the logo on three items from one brand and check whether the remaining colors and type still identify it.