The visual style
that a company
uses to to represent themselves.
This is usually defined within a guidelines manual, that explains the principles behind the visual identity, based on the company's brand, and illustrates through examples various applications. These typically consist of letterheads, business cards, fax headers , and sometimes posters, vehicle decals, sample web pages, and more.
Examples of highly praised identities (within the design community) are FedEx, Coca Cola, and Apple.