The topic of my thesis is corporate identity, its importance generally, and especially on the market of coaching. The result of this study is the development of a complete corporate identity for a coaching company. In my thesis I reviewed the theoretical knowledge about the importance of the brand in a company’s life and about the place of brand’s concept in marketing. I studied the corporate identity within the process of branding. I also mentioned techniques of graphic designing work, wrote about the specialities of service marketing, and defined the concept of coaching. I had to know how the coaching market’s visual appearance looks like before I started to create the corporate identity for a company of three coaches. I did three different researches to answer my main question: What are the main task, focus and aim of a coaching company's corporate identity?