This paper aims to research the correlation between sports and visual identity, and also the importance of visual identity in sports. Both concepts date from the earliest years of human existence and both are inevitable parts of human presence. People are by nature visual types, and now their visual senses are more developed than ever before. Eyes are the main organ of the visual sense that is responsible for the transmission of the visually seen to the brain, where it is transformed into the visually perceived. What makes a certain being, thing, or a phenomenon visually recognizable or distinctive, precisely makes its visual identity. Although the notion of the visual identity is mainly used in graphic and marketing circles, in this paper it will be integrated into the social aspect of the sport. Sport has become an integral part of every society and it possesses the charisma of a positive initiator of the present. The way sports and athletes communicate visually creates certain social norms and ways. To narrow the field of research, we will find out the way that logos function in Croatian swimming clubs. Things that are looked at with the eye are not always seen, and things that we don’t pay attention to visually can be remembered. People perceive billiards of shapes, colors, symbols, and images in one day, part of that belongs to conscious actions, and the great rest is being stored in the unconscious part of the brain, which can play a key role in human thinking. Therefore, it is interesting to study how important sport is in people's visual sphere and how it manifests itself.