Designing ethical brands: the impact of logo frames on consumer perceived brand ethicality

Purpose Consumer perceived brand ethicality is a key driver of marketplace success. This article investigates whether a subtle visual cue – logo frames – can shape such perceptions. It also investigates the mediating role of associations with boundaries and self-restraint, as well as the moderating role of individual ethical sensitivity. Design/methodology/approach Six studies using controlled experimental methods were conducted. Participants (N = 1,200) were recruited via an online survey platform (Credamo) in China. In each study, participants were presented with a brand logo that either included or did not include a frame, and subsequently indicated their perceptions of the brand. Findings Participants perceived brands with framed (vs unframed) logos as more ethical. Mediation analysis revealed that this effect occurred because the frame activated an association with boundary-related concepts, which in turn led participants to infer that the brand exercises self-restraint. Moreover, this effect was moderated by individual ethical sensitivity: it was more pronounced among participants with high ethical sensitivity and attenuated for those with low ethical sensitivity. Originality/value First, this work contributes to the logo design literature by identifying a previously unexplored psychological consequence of logo frames, specifically their capacity to shape perceptions of brand ethicality. Second, by demonstrating that perceived brand ethicality can be enhanced by the mere addition of a logo frame, this research offers new insights into the body of research on brand ethics. Third, it identifies ethical sensitivity as a key boundary condition, clarifying when consumers are most likely to interpret logo frames as signals of ethical commitment.