design language
overarching scheme or style that guides the design of a complement of products or architectural settings; commonly used in the visual arts as a synonym for the stylistic elements of a work of art
en-US/dɪˈzaɪn ˈlæŋɡwɪd͡ʒ/
en-GB/dɪˈzaɪn ˈlæŋɡwɪd͡ʒ/