This thesis explores how visual identity can balance cultural heritage and contemporary design through an analysis of logotypes and graphic symbols used by businesses located in historical buildings. The study is grounded in the theoretical concepts of heritage branding, graphic heritage and brand authenticity, and applies a semiotic method to examine three case studies: The Ivy, The Ned, and Riche Fenix. The analysis shows how visual strategies are used to connect identity to place, history, and architecture, while simultaneously adapting to modern aesthetics and media. The results indicate that authenticity is not solely derived from historical facts, but also constructed through symbolic representation and audience perception. Insights from the analysis were then applied to the development of a logotype for Thott’s restaurant, located in a 16th-century building in Malmö. The thesis concludes that visual identity design is not only about preserving history, but actively translating it into a meaningful visual language for today’s context.