The aim of this work is creating visual identity of the city of Šibenik, which could be successfully applied as a part of its brand strategy implementation. Chapter one gives simplified theoretical frame which describes relatively new (academically speaking) concepts such as brand, branding and city marketing. Second chapter describes various aspects from which "brand" and related concepts could be considered, and presents simplified strategy of creating and managing brand. Third part focuses on city branding, its resemblances and differences in regard to product and corporate branding; this part also deals with historical review of phases of evolution considering this kind of marketing, and the basic characteristics which can be used as inputs for visual identity design process. Chapter four brings critical review of some more or less successful visual identities that are already implemented, which is a prelude to a practical part, i.e. design of Šibenik brand identity itself. Chapter five gives some basic information about city, its pursuits, current image and preferred identity; it also presents four basic concepts of visual identity, which is followed by elaboration of one that is rated as the most convenient.