The aim of this study is to create visual identity of the Walker obuća company and to redesign existing logotype. In today’s world, where market is big, it is increasingly difficult to be noticed. In being so, strong visual identity helps a lot. By creation of good quality visual identity and in this case with redesign of existing bad company identity, it is much easier to launch new products and services along with existing lines. Many do not pay enough attention or do not pay attention at all to this important aspect of the company. A successful visual identity creates a lasting impression and strengthens the brand. Also, with good promotion helps a better business performance of the company, of course, with the quality of service. This study will discuss the theory and utility of high-quality visual identity and elements that affect it, analyze related competition, target group research and conducting surveys within the target group as well the visual identity design customized according to the results. In the practical part several suggestions of redesign will be developed and testing within the target group will be conducted. After all analysis, research and the client's consent with the obtained solution, book of standards will be made.