The aims of the Master's Thesis were to find out how the change of the corporate logo of travel agency Strakotour has influenced the business and how the amateur and the expert feel about this innovation. The theoretical part describes the basic concepts of logo creation, corporate design, culture and communication. The logos of big companies and their "stories of success" are explained there too. In the third part I introduce the travel agency Strakotour, its position in the market and the way of communication, which is characterised by the recent change of its corporate logo. Then the practical part shows problematic factors of this innovation: its pros and cons. The research was carried out via focus group and individual personal interviews. The results of the research are well-arranged in tables, graphs and diagrams in the practical part. The most important findings and recommendations can be found in the final parts and in the conclusion of this Master's Thesis.