Everyone in the consumer society knows something about visual identity and branding, given that we deal with brands and their presentation on a daily basis. However, when we talk about the visual presentation of products, services and companies, the terms visual identity and brand are often used in the same context, as synonyms. The reason for this is that many brand definitions equate the brand with the visual elements of graphic design, that is, they equate the term brand with its visual identity.That usually happens because the visual identity is actually the main aspect of the brand, because it is the one that allows it to stand out from the others; enables it to have a high level of recognition among consumers and users. This is an extremely important item in today's flooded and insatiable market; people must somehow find out about you and what you offer in order to be able to break through to the shelves of retail outlets and achieve a high position on the market of products and services. The most important part in this entire process of creation and survival is the presentation itself; its design, logo and story must remain permanently embedded in the consumer's mind in order to achieve the right effect. You have to make a good impression! In the end, what is crucial is the "brand equity" itself, the opinion that people have about your company, brand and products/services. A good presentation is as important as a good reputation. You want to fulfill the criteria you set yourself, stick to the story you created yourself, and be consistent and coherent in these items throughout the entire time so that the audience will love you and remain completely loyal to you.