Integrated Marketing Communication (IMC) is a concept well known since the 1990s. It was elaborated for business branding and economic marketing actions. Its efficiency in business causes a growing interest in diverse forms of sector marketing – also political marketing. It is assumed that one aspect combining tools-like elements of IMC is Public Relations. However, an equally important factor, being a binder of all marketing communication tools of visual character is the building and implementing of visual identification systems. In this article chosen aspects of role that visual identity plays in marketing communication applied in political marketing are shown.