Visual Identity
Visual identity as a system a website can repeat without drifting.
Identity is the set of decisions the next page has to repeat
You can see the system on BlueLaser, L1 Wallet, AlgaeGenix, Petra Molnar, Shkar Hoshmand, and Abaco. A logo export is not the system. Type, color, image, and the rules for using them are what let the next page look like the same company.
Without that, the site drifts the first time someone else changes a banner. The identity is designed so it can be applied, including on a Webflow site the client edits.
Logo, brand, and this page
Logo design is the mark. Branding is the company-facing project. This page is the visual system those projects use. Compare two of them and the rules should be visible without a guidelines PDF.