The aim of this thesis is to design and create a visual identity for a new company. The visual identity includes basic visual elements as logo, typography and colors as well as their applications e.g. website, business card, invoice layout, letter of attorney and style guide. The case company is a small family business Auto Juusolat Ltd, which is located in Taivalkoski. The company buys and sells used cars. Auto Juusolat Ltd was founded in the spring of 2015 and therefore it does not have a visual identity yet.

The theory section of the thesis handles e.g. corporate image with its goals and development. Mental images, business idea, vision, values and strategy have a big role in the development of the corporate image. Concept of design management is also briefly covered in the theory section. The second part of the theory section handles the visual line and its creation and evaluation, along with the basic visual elements.

The thesis indicates that the creation of the visual identity is a comprehensive process. When designing the visual identity, the first step is to study the core of the company: What kind of company it currently is and what kind of company it wants to be. A functional visual identity is clear and integrated, and it gives a professional and trustworthy image about the company.

The results of the thesis include an integral and distinctive visual identity for the case company. In addition to the case company, other people interested in this topic can take advantage of the thesis. Moreover, this thesis can be helpful for people and organizations who are designing a visual identity for a small company.