Branding is a complex process that involves many aspects, including the conception of the brand’s visual identity, the development of the visual language system and the implementation and management of all the means and media to ensure identification, differentiation and alignment with the brand’s DNA. The aim of this study is to analyze the concept behind Visual Identity Design, its development as a Visual Language System, as well as to indicate the principles that can define a conceptual construction model for the Brand represented by the Brand’s Visual Identity, in order to guarantee integrated and efficient brand management, ensuring continuity and direction. A systematic, non-interventionist methodology was adopted, with descriptive case studies of schemes and diagrams developed by various internationally renowned authors in the field. The results show that concern with brand management and the reformulation and combination of long-term changes to its identity, which in itself can alter the visual identity, is still uncommon as current practice.