High - quality creation of a visual identity for a specific brand requires a number of factors that influence the entire production process so that the final product meets the criteria of both the client and the market. Every visual identity designer needs to know several key steps in order to successfully handle the given problem and to successfully design the visual identity of a particular brand. A coherent system with a certain consistency successfully creates a positive image of the brand. The topic of the work is related to the creation of a visual identity for the flat- rate business Keyframe Vision. The primary activity of the craft for specialized design activities is the creation of 3D models and their animation. Before the creation of visual elements, the work analyzes the key terms in the process of creating a brand's visual identity that relate to the professional creation of a logo, the choice of colors, typography and other building elements that create a brand with its physical and non - physical characteristics. Furthermore, the work studies the theoretical and scientific part related to knowledge about the importance of visual identity, and the experimental part refers to conducting an interview with the client on the basis of which the Brief is formed, followed by competition analysis, brainstorming and the creation of an inspirational board within the framework of a collage of images, illustrations and typography. Hypotheses are formed on the basis of the defined Brief according to the interview with the client and the competition analysis and guidelines in the form of an inspirational board, which essentially help in shaping the final concepts. According to the hypotheses, three conceptual solutions of the visual identity are elaborated and shaped, followed by research using a survey aimed at potential users. After the selected conceptual solution, which, based on the evaluation of the research and on the basis of the conversation with the client, proved to be the most successful, the professional creation of the visual identity and all its standards follows, with an emphasis on visual consistency.