This study examines the integration of brand visual identity in mobile application interfaces and its relationship to perceived consistency and usability. The research problem lies in the fact that visual identity has become part of the user experience within applications and is no longer limited to logos, colors, or printed materials, while many previous studies have addressed visual identity, user experience, and usability separately. The study aims to analyze the relationship between the integration of visual identity elements—such as colors, fonts, icons, images, layout, and motion—and users’ perception of interface consistency and ease of use. The study adopted a comparative descriptive-analytical approach through reviewing and analyzing twenty previous studies related to visual design, consistency, brand applications, usability, and user experience. The study found that visual identity integration can enhance perceived consistency when brand elements are employed within the application in an organized and coherent manner. Perceived consistency also contributes to supporting usability by facilitating learning and navigation, reducing errors, and lowering cognitive load. However, applying visual identity in an excessive or inappropriate manner may lead to poor contrast, reading difficulty, icon ambiguity, or excessive similarity between elements. The study concludes that the success of visual identity in mobile applications depends on achieving balance between expressing brand personality, visual consistency, functional differentiation, and usability. The study recommends treating visual identity as a digital design system that supports both brand recognition and user experience simultaneously.