Visual identity is a set of graphic elements by which the company presents itself to users and competitors. It is also the most visible part of the company, and the link between the company and the user. This thesis focuses on creating a visual identity for a photo studio with a specialized offer for young people, which is based on scenery and props that allow visitors to take aesthetically appealing selfies. The theoretical part of the thesis focuses on previous research related to visual identity in general, followed by a review of previous research related to selfie photography. The influence of selfies and selfie culture on consumer behavior is analyzed and concrete examples of how selfie photography is used for marketing purposes are mentioned - especially on social networks. In the experimental part, the target group was defined and the visual identities of competing photo studios were analyzed. For the purpose of examining the perception of trademark design, four proposed solutions were developed. Created conceptual solutions can be defined as low-structured and highly structured, with and without the photography symbol. Examination of the suitability of conceptual solutions was conducted through a survey and by eye-tracking technology. The target group considered low-structured signs to be aesthetically appealing, modern and interesting. On the other hand, in the case of highly structured signs, a higher number of fixations and a longer viewing time for the image area were recorded. The results indicate various effects that can be achieved by manipulating the trademark structure, which may play a key role in presenting the offer to young people through visual identity.