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

Marketers frequently leverage brand logos to shape brand images. While many companies opt for simplified logos, others incorporate additional elements into their logos. However, the impact of logo complexity on brand perception remains unclear. This article documents how logo complexity can create a luxurious brand image and influence consumer behavior. We first present field evidence establishing the association between logo complexity and luxury in real-world brands (Studies 1a and 1b). Next, we demonstrate the causal effect of logo complexity on perceived luxuriousness in a logo revamp scenario (Study 2). Furthermore, we show that this effect is driven by perceived craftsmanship (Study 3) and is attenuated when craftsmanship information about the brand is already emphasized (Study 4). We also find that the effect is moderated by consumers’ familiarity with the brand (Study 5). Finally, as a downstream consequence, we find that consumers are more likely to follow a luxury brand's social media account when it features a complex (vs. simple) logo (Study 6). These findings offer valuable insights for logo design and brand communication strategies.