The logo was created as part of the master's thesis "Visual Identity of the City". It will explore the process of designing and possible implementation of the new visual identity of the city of Banja Luka, the second largest city in Bosnia and Herzegovina. Defining the visual identity would enable the citizen easier emotional, but also functional identification - recognition and easier access to city programs, services and other informative contents. Also, the visual identity is an essential part of the planned building of the brand reputation - including the city, whose purpose would be to attract a larger number of tourist visitors.

Analyzing the previous coats of arms throughout the history of the city, it was concluded that two motifs constantly appear in all versions - the Vrbas River and the Kastel Fortress. To the survey question "Which of the following terms do you think most symbolizes the city of Banja Luka?" 500 residents of all ages and occupations responded. In addition to the previously mentioned motifs, other symbols of the city were offered as answers. The answers confirmed what has already been established - 39% of respondents gave the Vrbas River as the first answer, and 30.5% the Kastel Fortress. Other individual answers did not exceed 5%. The sign would be based on heraldry, with a modern graphic approach of reduction that would meet the requirements of uniqueness and simplicity, while the accompanying graphics and other visual language would exude a modern, corporate spirit. The sign is shaped in the form of a shield to which a stylized crown has been added. It gives the sign a stronger character, and a sense of tradition and historical continuity. In the shield are the Kastel Fortress with the Vrbas River below. The door of the tower is designed like an open one, communicating that Banja Luka is an open and free city today that welcomes everyone. The river is stylized in three wavy lines. The first line is extremely wavy, while that ripple decreases significantly towards the third, last line. The reason for this lies in the fact that the Vrbas River itself enters the city as a very restless, mountainous river - prone to flooding, while at the exit from the city it transforms into a plain river.

Following the world trends, and taking into account the real need to create a visual identity of the city, it can be assumed that the city in some future time could seriously consider the option of announcing a competition for shaping the visual identity. It is important for us that this need has no deadline, it does not become obsolete, so the work is a great opportunity to studiously and without time limit devote ourselves to this problem and create a quality solution ready for participation in the competition and possible implementation.