Expeditious, accurate and efficient delivery of all types of parcels and packets has become a necessity without which it is impossible to operate a successful and competitive business. Originating in the desire to offer such a specialized delivery service for all kinds of packages (documents, parcels, pallets...) to the Bosnian and Herzegovinian express delivery market (with a tendency to expand the market), X-EXPRESS delivery service was established, with their head offices in Banja Luka. A network formed out of eight distribution centres in major cities of Bosnia and Herzegovina allows for effective delivery of services to clients and promote the values of accuracy, efficiency and reliability. For better market position the first step was to create a visual identity and develop a graphic standards manual with the use of the logo on a wide range of primary and secondary communication material. Knowing that the "road" has become an ideal place to create brand identity, we were focused on styling delivery vehicles. Besides this, we also designed other applications that make up a complete and recognizable visual identity. The logo design can be seen in two ways; the positive letter X taken out of the company name, and the contrasting set of arrows showing different directions, indicating the company’s coverage of the entire Bosnian and Herzegovinian territory. The creation of verbal identity directly connects with the name of the company but also through direct speech identifies the quality and speed of the service. Everyday recognizable speech and language structures were used: "As quick as X!"