The invention discloses a luminous identity, which comprises a light guide plate, a light source and a car logo with the identity, wherein the light guide plate is provided with a plurality of light guide points; the light guide points are used for guiding and reflecting and/or refracting light emitted from the light source; the car logo comprises a car logo base and a car logo cover; the car logo base is connected and matched with the car logo cover to form an accommodating cavity; a light-emitting component is arranged in the accommodating cavity and comprises the light guide plate and a light-emitting plate; the light guide plate is provided with the plurality of light guide points; the light-emitting plate is provided with the light source; the light source is arranged in the lateral direction of the light guide plate; and a reflecting part is also arranged between the light guide plate and the light-emitting plate. The color of the light source is not limited, and the driving safety cannot be affected on the premise of sufficient brightness.