Visual identity represents a set of definitions of a company's or product's visual presentation. It's been created and designed with graphic design and marketing. The purpose of the visual identity system is to create a sufficient image of the organization by implementing a high-quality solution of visual elements. The ultimate goal of creating a visual identity of a product or business is to achieve a positive perception of the organization in the public as well as its clear definition within an environment. The visual identity contains a book of standards that defines important elements of identity. The logo is a recognizable graphically derived element of a particular company or product. By creating a quality logo, differentiation is achieved in the market, and thus the positive separation from the competition. Important elements of visual identity, besides logos, are colors and typography. All defined elements contribute to the company's or product's identity. With high quality visual identity, company sends a message to their users about how they want to be presented in public. This final paper involves the creation of a visual identity of a Grunner Smart Electric Bicycle. This paper will explain and analyze important terms of visual identity, results of the research, and the creation of the practical part of the visual identity. Correct use of elements and knowledge of graphic design will lead to high quality visual identity and recognizable product presentation.