Trade in second-hand vehicles has long been a challenge for both the sellers and buyers of used vehicles. Customers are often in a dilemma - choosing a brand-new lower quality vehicle or a better class and equipped car, but second hand. These issues become more complex on a daily basis, partly because of the market globalization and the possibility of online ordering and partly because of increased retailers, the number of which is constantly increasing in our country. Aware of the necessity of rising above the average bidders on the market, the team from Auto Šestovac company, whilst providing a good selection of warranty vehicle offers, also recognized the importance of investing in their own brand. The result of creating a new brand on the second-hand car market can be seen in the visual identity created in our agency. A monogram is very often used when creating a logo design, but when the picture could be identified with a car silhouette, alluding to the company's business, the result is an original and admirable visual identity. The visual identity is based on a monogram consisting of the initials of the company name and its form resembles a vehicle on the move. The company’s visual identity was applied to the exterior, principally in traffic signalization and designated items for the point of sale (design of office facade, flag design, totem). It was also used in the basic elements of marketing the vehicle (labels, markings...), and in business correspondence items (file and memorandum design, business cards, company stamps, etc.).