Visual identity is a composition of visual and graphic information that represents a brand and how it differs from others. Image as an integral part of visual identity is a powerful form of communication because it arouses emotions in people and has a greater effect than any words and letters. The role of visual identity is to communicate with the audience through visual elements: graphics, images, typography, color palettes and everything the audience can see. The most important task of visual identity is to send the right message to the right audience. When creating a visual identity, we must not forget the graphic design without which the creation of a visual identity would not be possible. While visual identity is all that is visible to us, graphic design represents the structure of how to come up with a quality solution that will represent visual identity. Graphic design in combination with marketing according to special rules combines a number of graphic elements and directs us towards creating aspects of visual identity that are consistent and aesthetically satisfying. The main subject of this final work is to create a visual identity for the eco company Tropiqa, whose main business theme is the sale of products made of coconut. Process of creating a visual identity is divided into two parts, the creation of logos and the creation of other segments of visual identity. The process of making a logo includes the selection of colors, typography and the creation of a trademark, while the process of making other elements focuses on the consistency of colors and graphics.