This Bachelor thesis is about the set up of a visual brand identity by a company, confronted to a growing competition due to globalization and proliferation of the offer on the market. Its stake is to explore and analyze the creation process of the visual identity, in order to permit entrepreneurs who wish to create small companies to design it by themselves. Thanks to this work, such firms can obtain a result that allows them differentiating themselves from their competitors and leaving their mark on customers’ mind. The practical application of this process is done through collaboration with a French entrepreneur, Charles Picard, who is about to create his luxury men shoes company.

We have created our own model, explaining the key steps of the execution process of the visual identity, to allow the entrepreneurs having an efficient understanding of each component that are part of it. Based on several theories that deal with the different elements composing the visual identity and with the elements to consider before and after its formulation, this generic model aims at helping every company who wants to create its visual identity by its own means. By working on the case of Charles Picard, we wanted to demonstrate the relevance of the theories on which we have founded our model as well as proving its efficiency. About the methodology, this thesis is based on a qualitative approach, more appropriate to deal with our subject. The use of interviews and of the focus group has been chosen, according to the selected approach.

The practical application combined with the theories on which we built our own model allow us contributing to the creation of Charles Picard’s company by proposing him a visual identity that fits with the spirit of his future brand and with its values. It also provides help to entrepreneurs in general, in the formulation of the visual identity of their brand.