This paper explains the notion of visual identity, its importance and its distinction from a brand and logo with which it is rarely mistaken. Initial, general and specific elements of visual identity are listed. Initial elements are not necessarily the content of the visual identity, however without initial elements such as the name and mission of a brand we cannot shape the visual identity. The general elements are logo, colors and typography, and they are the foundation of any visual identity. It is explained why the logo is the most visible element, what it is used for, what it represents and its typology with relevant examples. For the second element, colors, it is explained how they affect the reactions of individuals, what they are used for, how they can be registered by the characteristics and influence of the main colors. The use of typography, its function and font styles are explained with examples from each style. Last are specific elements that may or may not be present in a brand, and mostly consist of general elements of visual identity. The paper presents and applies good practices of various logos and visual identities. In the practical part of the paper, a visual identity was created for the new festival.