The introductory part explains the visual identity and its importance in the field of visual communication. The article examines the process of creating high-quality visual identity through public contests. The research focuses on the development of visual identity via the website 99designs.com which organizes contests from around the world, and covers almost all areas of graphic design. Conducted research of different aspects of creating a visual identity through an online public contests, or visual, financial, social and technological aspects. The visual aspect involves the process of creating a sketch to the finished graphic solutions. Financial aspect includes the process of collection of part-time amount, and payment of legal obligations. Under the sociological point of view, communication and relationship with customers in the process of making the work of the competition, while in the technological aspect explored the application process on site and competition, preparation of portfolios and features of this website, or the technological process applications of visual solutions to various graphic media. This paper presents a detailed process of the project of creating a visual identity through public tenders in the case of a visual identity for the company, "a shelf" through all aspects of the development of visual solutions for public tender. The paper presents the works of the respondents, or a student of graphic technology.