Wing morphology of the three closely related species of Melitaea – M. athalia (Rottemburg, 1775), M. aurelia (Nickerl, 1850) and M. britomartis Assmann, 1847 – co-occurring in the Balkans (SE Europe) was investigated in detail through visual inspection, morphometric analysis and multivariate statistical analysis. Results are compared to recent phylogenetic studies, searching for concordant patterns and discrepancies between the two approaches. The morphology of the genitalic structures is also compared with the results of the other two approaches. The main conclusions are as follows: (1) small albeit significant differences in wing morphology exist among the three species and (2) while the structure of male genitalia and phylogenetic position of the three species are concordant, they are (3) in discordance with the wing morphology. The present study represents another example where identification based on external morphology would lead to highly unreliable determinations, hence identification based on phylogenetic studies and/or genitalia is strongly recommended not only for the three studied species but also more broadly within the genus. Furthermore, we show that some of the characters generally used in the identification of these three Melitaea species should be avoided in future.