Cities throughout Europe are increasingly importing the ideas and techniques of product branding for use in creating a visual identity of a city. This thesis paper is exploring ways in which it is possible to brand a city, it defines what visual identity of a city really is and recognizes the attributes of a city with a visual identity. A good visual identity of a city can assist in making cities desirable, just as bad city’s visual identity can help in making cities undesirable. While some cities have prospered over the years, others have suffered. What is the correlation between a visual identity of a city and its success? A city must have good qualities in order to brand itself successfully,however the factors involved in its success are numerous. Cooperation between the city’s municipal government and its residents is one of those factors. Weaknesses as well as strengths of a city are explored in this thesis, that is based on exploring the city’s history, demographics, cultural trends its residents and visitors. In the thesis there are several case studies of cities and their visual identities. The creative class is also mentioned as a key factor in creating a visual identity of a city.