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The article presents the problem of creating and managing the brand of an academic library in the context of the university's identification system. Visual identity, understood as a mosaic of all visual messages, which facilitates recognition of a public institution, as well as brand awareness and development of long-term marketing strategies are the basic issues related to visual identification. The brand book (identity book), as well as printed and electronic materials, serve as a tool used to reinforce the institution's position on the market, and generate a coherent and logical system of symbols and connotations. The creation of a strong logo is one of the most important stages of building a corporate image, which has an ongoing influence on recipients and contributes to the success of a university and academic library brand.

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