Simple or complex logos? The impact of logo complexity on brand luxuriousness perception

A logo is the face of a brand, and nuances of logo design can shape consumers’ perceptions of the brand. The brand logo typically acts as the focal point within the brand association network, playing a crucial role in cultivating the brand’s image (Punj & Hillyer, 2004). Logo design can significantly impact consumer behavior and create financial value for a brand. An aesthetically appealing brand logo can strengthen consumer loyalty and improve firm performance (Park et al., 2013). Consumers are willing to pay a premium when a brand’s logo aligns with the product features (Jiang et al., 2016), and brands tend to have higher financial value when their logos match their brand personalities (Luffarelli et al., 2019). Recognizing the importance of a compelling logo, Pepsi invested $1 million in redesigning its logo in 2008, while Accenture spent a whopping $100 million on its logo design (Inkbot Design, 2017).

In recent times, many brands have been simplifying their logo designs. As an example, Uber replaced its coin-like icon with a straightforward, lay-it-all-bare version (O’Kane, 2018). In the fashion industry, Burberry, along with other luxury brands like Balenciaga and Celine, opted for simplified logo designs. They replaced intricate symbols with minimalist text representations of their brand names (Chen, 2018). In a surprising move in 2023, though, Burberry decided to revert to its complex logo design known as the Equestrian Knight design (Williams, 2023). While some brand experts believe that simple logos are easier for consumers to understand and remember (BusinessBlogs, 2018, Robertson, 1989), other brands are intentionally deviating from the logo simplification trend. For instance, Off-White replaced its symbolic “cross of arrows” logo with the words “off” and “white,” separated by a silhouette of a face (Espinoza, 2019). Zara’s new logo features tighter spacing and a more intricate overlapping design of tangled serifs, echoing “the style of luxury and heritage fashion brands” (Hennessy, 2019).

Despite the prevailing trend of logo redesign in favor of more simplicity (or, occasionally, more complexity), there is a dearth of research exploring how logo complexity influences brand perceptions. While several studies suggest that complex logos are less recognizable and can elicit negative affect (Henderson and Cote, 1998, Janiszewski and Meyvis, 2001, Van Grinsven and Das, 2016), the impact of logo complexity on brand perceptions remains unclear. The current research suggests that complex logos can potentially yield positive effects by enhancing the perceived luxuriousness of a brand. We first conducted an implicit association test (Study S1) to show that consumers indeed hold a mental association between complexity and brand luxuriousness, providing preliminary support for this proposition (see Web Appendix A). Further, we formally test this positive effect of logo complexity on brand luxuriousness perception and show that this effect is driven by perceived craftsmanship. Since luxury brands are known for their attention to detail (Fionda & Moore, 2009), a brand that demonstrates craftsmanship in its product creation is perceived as more luxurious. It is important to note that this effect is not limited to luxury brands, though our theorizing is primarily based on luxury brand literature. We will further show the generalizability of this effect in the empirical package.

By linking logo complexity to the perceived luxuriousness of a brand, this research makes three major theoretical contributions. First, the existing literature has investigated how various visual elements of logo design impact brand perceptions such as brand innovativeness (Hagtvedt, 2011), comfortableness/durability (Jiang et al., 2016), and excitement (Luffarelli et al., 2019). The current research adds to this literature by examining the influence of logo design on brand luxuriousness. Second, it introduces a novel antecedent, logo complexity, to the study of brand luxuriousness perception, complementing prior research (e.g., Chu et al., 2021, Fuchs et al., 2013, Park and Hadi, 2020, Van Rompay et al., 2012). We also demonstrate the underlying mechanism of this observed effect, namely perceived craftsmanship. Third, while prior research focused on the negative impacts of visual complexity (e.g., Bossel et al., 2019, Henderson and Cote, 1998, Janiszewski and Meyvis, 2001, Van Grinsven and Das, 2016), the current research revealed its positive impact on brand perceptions. In addition, our findings provide practical implications for marketing practitioners and branding experts, offering guidance on the design or redesign of logos to cultivate the desired brand image. We also highlight that this effect is moderated by consumer familiarity, providing marketing practitioners with more nuanced insights.