When Logos Streamline and Vanish: The Impact of Logo Simplification and Logo-Less Strategies on Brand Communication

Yufei Liu, Ziyan Zuo

2025

Abstract

In the highly competitive business environment, changes in LOGO design are crucial for brand communication, and the phenomena of simplification and de-labeling have attracted attention. Existing studies mostly focus on single industries or brands, lacking cross-industry comparisons and systematic analysis of the risks of de-labeling for emerging brands. This study employs questionnaire surveys and interviews, integrating multi-industry cases and consumer data to explore the brand communication effects of LOGO design changes. The study finds that minimalist design has become the mainstream (supported by 90.57% of consumers), yet excessive s implification carries risks. The effects of de-labeling vary by brand and industry, with emerging brands facing the risk of "brand invisibility" if they blindly imitate this trend. LOGOs significantly influence consumer behavior, necessitating a balance between innovation and heritage when redesigning logos. Among the key elements of a successful LOGO, recognizability ranks first, while simplicity must be premised on functionality. This research provides empirical evidence for enterprises to formulate differentiated LOGO strategies and fills the gap in cross-industry research on this topic.

Paper Citation

in Harvard Style

Liu Y. and Zuo Z. (2025). When Logos Streamline and Vanish: The Impact of Logo Simplification and Logo-Less Strategies on Brand Communication. In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML; ISBN 978-989-758-775-7, SciTePress, pages 616-621. DOI: 10.5220/0013851000004719

in Bibtex Style

@conference{iceml25,
author={Yufei Liu and Ziyan Zuo},
title={When Logos Streamline and Vanish: The Impact of Logo Simplification and Logo-Less Strategies on Brand Communication},
booktitle={Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML},
year={2025},
pages={616-621},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013851000004719},
isbn={978-989-758-775-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on E-commerce and Modern Logistics - Volume 1: ICEML
TI - When Logos Streamline and Vanish: The Impact of Logo Simplification and Logo-Less Strategies on Brand Communication
SN - 978-989-758-775-7
AU - Liu Y.
AU - Zuo Z.
PY - 2025
SP - 616
EP - 621
DO - 10.5220/0013851000004719
PB - SciTePress