A new visual identity for the ski store Alpingaraget in Stockholm has been proposed as the result of this thesis. The proposal includes a new logotype, various printed matters, design planning of the store, interior design, signs and other applications. The theory section is within the field of graphic profiling and with some focus on profiling in stores. A clear visual identity is important for a company because what the company communicates internally and externally should be kept as consistent as possible. This is especially important nowadays when more and more similar products and stores are available. This means that the visual identity becomes part of the competition with other products and stores. The base elements in a visual identity are logotype, colors and typograpy. Using these elements according to rules and templates makes a consistent visual profile.