Ident protocol is short for 'identification' and it is especially informal or a technical use.
It is also used through television, for example, a short sequence shown on television between programmes to identify the channel.

For example, the BBC, anytime the BBC change their ident protocol every few months, for example, they have bright colours and each time in someway the imagery will represent a circle of some form.

For example, at one point, it was an underwater shot going upwards with hippos swimming in circles and also at one point it was a bike track and cyclists riding round in circles and as the music comes in the BBC ONE logo follows last.

https://www.youtube.com/watch?v=P62npJkxji4