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Visualizing brand longevity: How logo concreteness shapes consumer perceptions of brand age

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  • Zheng, Lijing
  • Zhu, Yi

Abstract

Brand logos vary along a continuum from concrete (representational and realistic) to abstract (nonrepresentational and conceptual). Building on learned association theory, this research demonstrates that logo concreteness serves as a significant visual cue for brand age perceptions. Across five studies, this research shows that consumers consistently perceive brands with concrete logos as having a longer history than those with abstract logos. Importantly, this inferred brand age influences consumer attitudes in a positioning-contingent manner: consumers demonstrate preference for concrete-logo brands when aligned with traditional positioning, but favor abstract-logo brands when aligned with modern positioning. This research contributes to the literature of logo design and brand age perception, and provides actionable guidance for brand managers in logo design.

Suggested Citation

  • Zheng, Lijing & Zhu, Yi, 2026. "Visualizing brand longevity: How logo concreteness shapes consumer perceptions of brand age," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    • Handle: RePEc:eee:joreco:v:88:y:2026:i:c:s0969698925002747
    DOI: 10.1016/j.jretconser.2025.104495
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    References listed on IDEAS

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