The document discusses how visual rhetoric can shape and convey identity. It provides numerous examples of how visual elements in texts, websites, interfaces, and other mediums communicate something about the author's identity and personality. The choices made in visual design send messages about the user or creator. Visual rhetoric is also seen as a way to establish authority and expertise in academic and professional contexts. Overall, the document argues that visual rhetoric plays a strong role in how we understand and project our own identities as well as perceive the identities of others.