Make Logo Less Dynamic? How Low‐Dynamic Logo Effect Perceived Brand Premiumness

ABSTRACT Logo design is a critical component of marketing communications, with substantial research dedicated to examining its impact on consumer attitudes and perceptions. However, the effect of low‐dynamic visual cues has not been extensively investigated. This paper posits that the level of dynamism in a logo significantly influences consumer perceptions of a brand's premiumness. Through the execution of three studies, we present evidence that, compared to high‐dynamic logos, low‐dynamic logos enhance perceived brand premiumness, an effect mediated by psychological distance. Furthermore, we explore the downstream effects of perceived brand premiumness. Our findings indicate that consumers with status‐expressing motivation favor low‐dynamic logos because they are perceived as more premium, while those without such motivation are unaffected by this perception. Ultimately, our results contribute to the existing visual marketing literature and provide practical insights for brand marketers engaged in logo design.