The visual language of brand logos: Exploring the relationship between logo simplicity and perceptions of brand warmth and competence

Jiuqi Chen, Xin Liu, Wenjin Feng and Lu Monroe Meng

Journal of Business Research, 2025, vol. 200, issue C

Abstract: This paper shows that the simplicity (vs. complexity) of a brand logo can evoke varying levels of psychological distance, which in turn influences consumers’ perceptions of brand warmth and competence. Specially, this research demonstrates that simple (vs. complex) logos enhance consumers’ competence (vs. warmth) perceptions of brands through an analysis of secondary data (Study 1) and an experimental study (Study 2). This effect is driven by the perceived psychological distance associated with logos, with simple (vs. complex) logos perceived as being more distant (vs. closer; Study 3). The research further investigates the downstream consequences by examining how consumption goals and brand personality moderate consumer preferences for simple (vs. complex) logo designs (Studies 4 and 5).

Keywords: Brand logo; Simplicity; Brand stereotype; Psychological distance (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:200:y:2025:i:c:s0148296325004035

DOI: 10.1016/j.jbusres.2025.115580

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