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

Author

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

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).

Suggested Citation

  • Chen, Jiuqi & Liu, Xin & Feng, Wenjin & Meng, Lu Monroe, 2025. "The visual language of brand logos: Exploring the relationship between logo simplicity and perceptions of brand warmth and competence," Journal of Business Research, Elsevier, vol. 200(C).
    • Handle: RePEc:eee:jbrese:v:200:y:2025:i:c:s0148296325004035
    DOI: 10.1016/j.jbusres.2025.115580
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