Topic of this diploma thesis is the formation of a new visual identity of a beauty salon and its elaboration within the brand book. It's about a micro-entrepreneur who is also the only employee of a beauty salon. The subject (beauty salon) has a visual identity, but there was a need for a completely new solution that needs to function more clearly and communicate with service users. The pre-research includes an analysis of existing, competitive visual identities of related activities, in order to make the new solution recognizable and modern. Also, the research is aimed at potential service users. Based on the obtained results and in agreement with the client, guidelines were defined for the design of the conceptual solution, which was presented through several different proposals. In order to select and implement the best possible solution, which could compete well on the market, an evaluation of the offered conceptual solutions was conducted through a survey questionnaire. Such an approach ultimately strikes a balance between the needs of the client and the service user. The selected conceptual design was developed within the book of standards, which includes practical application with regard to the activities and services provided by the entity.