The thesis deals with the redesign of the visual identity of the Association for the Welfare and Protection of Animals "Best Friend" located in the city of Karlovac. The paper contains a theoretical and an experimental part. In the theoretical part, it was explained in more detail what visual communication is and how it works. Furthermore, the elements of visual communication were described and how they affect the recognition of Associations. Then the concept of the Association for the Protection of Animals, its mission, and its vision were explained in more detail. They talked about the influence of social networks as the main communication channels of Associations and how they can advertise and show their importance through higher-quality posts. In the experimental part, an analysis of the competition of the most influential Associations for the welfare and protection of animals in Croatia was carried out and how they visually communicate with their users - primarily with the logo and other elements of visual communication. After analyzing the competition, the existing visual identity of the Association was redesigned and a short book of standards was created based on it, as well as an example of applying the logo to promotional content – in printed and digital form. This was followed by the creation of a survey questionnaire with the help of which the answer would be found as to whether a redesign is needed and how it would positively affect the overall refreshing of the Association's image and contribute to their originality and standing out from the crowd of others.