The city is a complex structure. It should be viewed not only through its location, buildings or surroundings, but also through the market on which it functions. The neoliberal economy creates a system in which qualitatively equivalent products are diversified on the level of communication. Such a modern view of city branding casts the city in the leading role, and the visual identification system becomes an emanation of the communication strategy of the brand. Like other market entities, cities compete with each other, becoming actors on the B2B and B2C market. A logo and a visual identification system are just some of the markers of a distinctive identity of a city or a region. It is worth taking a closer look at them and analysing them not only in terms of visual attractiveness but, above all, in terms of their function.