In today's business world, small and medium entrepreneurs are faced with many challenges on a daily basis. These may include rapid and constant change, competitiveness, globalization, global strategic crisis and so on. Therefore, tourism companies in Herzegovina adopted the concept of clusters as a solution for the survival of SMEs. The first step was to create a distinctive visual identity. SBD won the competition for creating the visual identity of Tourism Cluster Herzegovina.The task was to create an identity that will be recognized and identified as a key Herzegovina symbol. Our work began with a few important questions: Which symbol best shows the main characteristics of Herzegovina? How can we use these symbols in a recognizable way? What should we use as the basic elements of visual identity, and what could be the additional elements? The logo of the cluster is designed to form a continuous connection between the notions of the existence and function of the cluster. The selected motive-tower Herceg Stjepan (Duke Stephen) is related to the verbal identity of the region (Herzegovina), which is named after him and we consider this ideal because it reconciles certain divisions present in society today in the way as the existence of the cluster does; connection between people, companies and projects inspired by common needs and progress. Since a logo can't communicate all kinds of messages, nor meet all the graphic design needs, we have developed a continuous thematic raster which resemble graphics on tombstones.