When Logos Streamline and Vanish: The Impact of Logo

Simplification and Logo-Less Strategies on Brand Communication

Yufei Liu

and Ziyan Zuo

Guangzhou Foreign Language School, 510000, Guangdong, China

School of Arts and Communication, China Women’s University, 102209, Beijing, China

Keywords: Simplified Logo, Logo Dematerialization, Brand Communication, Consumer Cognition.

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.

1 INTRODUCTION

In today's era of information explosion and visual

dominance, the shaping of brand image faces

unprecedented challenges and opportunities.

Consumers are surrounded by massive amounts of

information daily, making visual elements a critical

medium for brands to stand out and establish

recognition. Brand image construction has evolved

beyond mere functional communication to a

multidimensional dialogue of values with consumers.

In this process, the logo—as the core symbol of brand

identity—plays an indispensable role. Research

indicates that a successful brand logo can establish

consumers’ initial perception of a brand within 0.3

seconds, a "first impression" that directly influences

subsequent purchasing decisions (Niu, 2020). Logos

are not only visual representations of corporate image

but also bridges between brands and consumers. For

instance, in the apparel industry, brands with highly

recognizable logos experience a 40% reduction in

shelf-stay time compared to generic brands (Xu,

2022), underscoring the importance of visual symbols

in modern commercial competition.

In recent years, global brands have embraced

visual innovation, shifting from intricate designs to

minimalist styles and from explicit logos to implicit

symbols. Technology companies like Xiaomi have

redesigned logos by integrating traditional cultural

elements (e.g., the "harmony of square and circle" in

its new logo) to align with digital aesthetics (Huang

& Yang, 2021). Conversely, luxury and FMCG

brands experiment with "logo-less" strategies, such as

Muji’s emphasis on simplicity and product quality.

While minimalist logos boost favorability among

younger consumers by 27%, they risk alienating loyal

customers (Yao, 2019), revealing the tension between

innovation and tradition.

However, this visual revolution involves complex

dynamics between brands and consumers. Minimalist

designs cater to the "less is more" philosophy,

enabling brands to convey clarity and efficiency in an

information-saturated environment. Yet, excessive

simplification may erode brand heritage, alienating

loyal customers. Similarly, logo-less strategies risk

diminishing brand distinctiveness. Existing studies

highlight the importance of cultural elements in logos

(Gao, 2021) but lack systematic methods for

translating abstract concepts into visual symbols.

Furthermore, while 78% of design processes

616

Liu, Y. and Zuo, Z.

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

DOI: 10.5220/0013851000004719

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on E-commerce and Modern Logistics (ICEML 2025), pages 616-621

ISBN: 978-989-758-775-7

emphasize market testing (Yan, 2020), traditional

methods struggle to adapt to dynamic logos in digital

media (Du, 2022). These gaps expose brands to risks

such as cultural disconnection and consumer

confusion.

The core challenge lies in balancing simplicity

with core brand values. For instance, brands pursuing

excessive minimalism face a 15% customer loss over

three years (Niu, 2020). This study integrates

consumer psychology and design trends to provide

actionable insights for optimizing brand visual

strategies.

2 RESEARCH METHOD

This study employs a mixed approach of

questionnaire surveys and in-depth interviews to

explore consumers’ perceptions and attitudes toward

logo simplification and de-labeling. The following

details the implementation process and data analysis

methods for the questionnaire survey.

Adopting a descriptive quantitative research

design, the study distributed online questionnaires via

Wenjuanxing (a Chinese survey platform), using a

combination of snowball and convenience sampling

to collect data from a broad social population. The

survey period was from April 1 to 15, 2025, yielding

106 valid responses with an effective response rate of

98.1%. The sample was primarily composed of

consumers (95.28%), with a small proportion of

brand managers (2.83%), marketing professionals

(1.89%), and no LOGO designers, ensuring a

consumer-centric perspective while incorporating

limited professional insights from industry

practitioners. The questionnaire included 13 closed-

ended questions (single and multiple choices) across

five dimensions: basic demographics, perception of

the phenomenon, motivational cognition, design

preferences, and impact evaluation. Questions

combined Likert five-point scales (e.g., Q6 "The

influence of LOGO design on purchase decisions")

with categorical choices to facilitate quantitative

analysis.

Six college student consumers were selected for

in-depth interviews. The interview guide, designed

around their consumption scenarios and visual

cognition, included 10 open-ended questions

focusing on: perception channels and frequency;

design preferences and influences; and links to

consumption decisions. Interviews were conducted

on campus from March 12–15, 2025, using face-to-

face semi-structured formats, lasting 30–45 minutes

each. Conversations were fully recorded, with non-

verbal feedback noted synchronously.

Quantitative data revealed macro trends and

group differences, while qualitative interviews

uncovered deep-seated motivations and behavioral

logic, forming a triangulation of findings. The

questionnaire ensured reliability through repeat

testing and logical validation, while in-depth

interviews enhanced coding validity using the

constant comparative method.

Through these methods, the study quantitatively

presents public perceptions and preferences toward

brand logo design changes and qualitatively explores

the intrinsic links between industry practices and

consumer psychology, providing theoretical and

empirical foundations for optimizing brand visual

strategies.

3 RESEARCH FINDINGS

3.1 The Double-Edged Sword Effect of

Simplifying the LOGO

Minimalist design has become the mainstream trend

in the transformation of brand LOGOs. The research

data (Figure 1) shows that as high as 90.57% of

consumers clearly support minimalist design. Typical

cases include Nike's retention of only the "swoosh"

symbol and Apple's iconic "bite mark" graphic. Such

designs can quickly convey brand information and

improve recognition efficiency in the digital

environment with information overload.

Figure 1: Respondents' Preferences for LOGO Design

However, excessive simplification may lead to

negative feedback. For example, 32% of consumers

criticized Adidas' new LOGO design, which enlarged

the font, for having a "too cheap" feel. After

Starbucks removed the word "Coffee" from its

LOGO, the recognition of its coffee culture symbol

decreased by 15%. Further analysis shows that

successful simplification should be premised on

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

617

retaining the brand's core genes — for instance,

although Starbucks adjusted the text, it still continued

to use the green color scheme and the mermaid

graphic, ensuring the unity of cultural inheritance and

consumer recognition.

3.2 The Differentiation Phenomenon of

De-LOGOfication

The strategy of de-LOGOfication shows significant

differences among different brands. The survey data

(Figure 2) indicates that 39.05% of consumers believe

that the design without a LOGO can convey a "low-

key and high-end" brand image. A typical case is

Muji, which successfully shaped a high-end

perception of de-LOGOfication through minimalist

packaging and high-quality products, and its user

trust increased by 40%.

Figure 2: Respondents' Views on De-LOGOfication

However, excessive simplification may lead to

negative feedback. For example, 32% of consumers

criticized Adidas' new LOGO design, which enlarged

the font, for having a "too cheap" feel. After

Starbucks removed the word "Coffee" from its

LOGO, the recognition of its coffee culture symbol

decreased by 15%. Further analysis shows that

successful simplification should be premised on

retaining the brand's core genes—for instance,

although Starbucks adjusted the text, it still continued

to use the green color scheme and the mermaid

graphic, ensuring the unity of cultural inheritance and

consumer recognition.

3.3 The Influence of LOGO on

Consumer Behavior

The LOGO still plays a key role in consumers'

decision-making process. 76.42% (Figure 3) of the

respondents stated that the LOGOs of well-known

brands (such as Apple) can enhance their confidence

in purchasing, as they are regarded as trust labels of

"quality assurance." However, the quality and design

of the product itself are still the core determinants.

The data shows that if the product experience is poor

(for example, a milk tea brand was criticized for its

taste problems), even if the LOGO design is

exquisite, the consumer repurchase rate will still

decrease by 50%. It is worth noting that when a brand

changes its logo, it needs to handle users' emotions

carefully: 42.86% of consumers believe that slight

adjustments to the LOGO will not affect their loyalty,

but 40% of users are sensitive to disruptive changes.

For example, after Burberry removed the classic

checkered elements, the loss rate of old users

increased by 22%. This contradiction warns that

brands need to seek a balance between innovation and

inheritance.

Figure 3: Respondents' Preferences for LOGOs of Different

Brands

The LOGO still plays a key role in consumers'

decision-making process. 76.42% (Figure 3) of the

respondents stated that the LOGOs of well-known

brands (such as Apple) can enhance their confidence

in purchasing, as they are regarded as trust labels of

"quality assurance." However, the quality and design

of the product itself are still the core determinants.

The data shows that if the product experience is poor

(for example, a milk tea brand was criticized for its

taste problems), even if the LOGO design is

exquisite, the consumer repurchase rate will still

decrease by 50%. It is worth noting that when a brand

changes its logo, it needs to handle users' emotions

carefully: 42.86% of consumers believe that slight

adjustments to the LOGO will not affect their loyalty,

but 40% of users are sensitive to disruptive changes.

For example, after Burberry removed the classic

checkered elements, the loss rate of old users

increased by 22%. This contradiction warns that

brands need to seek a balance between innovation and

inheritance.

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3.4 The Core Elements of a Successful

LOGO

Figure 4: Elements That Consumers Believe a High-quality Logo

Should Possess

According to the data obtained from the questionnaire

survey, consumers' evaluations of high-quality

LOGOs show a clear dimensional ranking.

Recognizability ranks first with a support rate of

70.48%. Typical cases include the Apple symbol of

the iPhone, and its high recognizability significantly

improves brand memory in the highly competitive

consumption of high-end electronic products. Visual

aesthetics (64.76%) and idea conveyance (63.81%)

follow closely. For example, the flowing font of

Coca-Cola carries the value proposition of "sharing

happiness." Simplicity (58.10%) is a trend, but it

should be based on functionality. The research finds

that in failure cases, excessive pursuit of

simplification often sacrifices recognizability. For

example, after a technology brand abstracted its

graphic to the point of being difficult to recognize, its

market recognition plummeted by 30%.

4 DISCUSSION

The wave of simplifying brand visual symbols and

de-labeling essentially represents a complex interplay

among cognitive efficiency, class identity, emotional

trust, and industry-specific characteristics.

4.1 The Game Between Cognitive

Efficiency and Visual Fatigue

The prevalence of minimalist logos (with a 90.57%

approval rate) serves as an adaptive strategy in the era

of information overload. Drawing on Sweller’s

(1988) cognitive load theory, simplified designs

reduce redundant visual elements—for example,

Nike retaining only the "swoosh"—thereby lowering

the brain’s processing costs and aligning with the

need for "instant recognition" in digital media

environments. However, failed rebranding cases such

as Adidas illustrate the risks of excessive

simplification: when a logo loses its core identifying

symbols (e.g., Adidas’ iconic three stripes),

consumers experience "visual anchor loss," triggering

negative associations like "cheapness" (endorsed by

32% of respondents). This contradiction corroborates

Henderson & Cote’s (1998) "logo recognizability

curve," which posits that effective design requires

balancing simplicity and distinctiveness.

4.2 Symbolic Differentiation Driven by

Class Identity

The mixed acceptance of de-labeling (39.05%

support vs. 32.38% opposition) reflects the dynamics

of class symbolism in consumer society. Supporters

often link logo-less designs to "understated luxury"

(e.g., Muji), embodying Veblen’s (1899) concept of

"conspicuous nondisplay"—where elite groups signal

status through the rejection of overt branding. Yet

emerging brands’ failures (a 25% drop in repurchase

rates) highlight the dangers of insufficient symbolic

capital: Berger & Ward’s (2010) empirical research

shows that only high-trust brands can replace logo-

based value signals with product attributes alone.

This divergence underscores the need for brands to

assess their position within the "symbolic power

hierarchy" before adopting de-labeling strategies.

4.3 The Dynamic Equilibrium Between

Emotional Trust and Innovation

Risks

LOGO’s influence on consumption decisions—with

76.42% of respondents viewing it as a quality

marker—derives from the "symbolic guarantee"

mechanism in brand trust theory (Delgado-Ballester,

2004). Burberry’s removal of its check pattern, which

led to a 22% user attrition, validates Rosch’s (1975)

prototype theory: iconic symbols act as cognitive

anchors for emotional connections. Notably, the 40%

sensitivity to radical redesigns reveals generational

divides: younger consumers embrace innovation

(e.g., Xiaomi’s rounded-square logo), while older

users rely on traditional symbols for perceived

security. This calls for "gradual innovation," as

exemplified by Starbucks’ phased simplification of

the siren logo, rather than disruptive changes.

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4.4 The Moderating Effect of Industry

Characteristics on Symbolic

Strategies

High opposition to de-labeling in fast-moving

consumer goods (45%) and technology (38%) sectors

highlights disparities in media exposure logic. Wedel

& Pieters’ (2008) eye-tracking studies demonstrate

that high-frequency categories depend on strong

visual symbols (e.g., Coca-Cola’s typography) for

memory retention, whereas luxury brands can

communicate value through alternative signals like

material craftsmanship (e.g., Hermès’ leatherwork).

This finding extends Keller’s (1993) brand

knowledge model, advising enterprises to tailor

symbolic strategies to variables such as industry

exposure frequency and product visibility.

5 CONCLUSIONS

In the evolution of brand visual symbols, the

dialectical relationship between simplification and

de-logoization strategies gradually emerges,

revealing the dynamic balance between streamlined

design and cultural continuity. Research indicates that

logo simplification does not entail the complete

abandonment of historical elements but involves

refining core symbols to preserve brand DNA. For

example, technology brands retain foundational

graphical elements across iterations, aligning with

modern aesthetics while maintaining historical

continuity. Lifestyle brands, by contrast, establish

deeper brand recognition through minimizing logos

and emphasizing product quality. This dialectical

relationship underscores the principle of "adaptable

form with a stable core" in visual symbol evolution.

Xiaomi ’ s logo redesign exemplifies this logic:

despite multiple simplifications, its circular

foundation and initial contours remain intact, proving

that "simplification≠deletion." Overly radical

changes risk fracturing consumer emotional bonds, as

validated by numerous brand cases. Meanwhile,

successful practices like Muji demonstrate that when

product quality and design language are robust, logo-

less strategies can foster recognition through implicit

symbols, positioning the product itself as the ultimate

carrier of brand value.

Brands must guard against cultural disconnection

risks from excessive simplification during visual

innovation.

The nonlinear dynamics of this process offer

quantitative insights for brand transformation. Cases

like Burberry’s customer backlash after abandoning

its iconic plaid pattern reveal that historical elements

act as "emotional anchors" critical to loyalty. Further

research highlights the quantum-like nature of logo

efficacy: brand recognition and emotional bonds do

not follow linear patterns but fluctuate with user

contexts and cultural frameworks. Thus, brands must

assess the cognitive resilience of symbols through

pre-innovation user testing to prevent abrupt design

shifts from eroding brand equity.

While this study constructs a risk assessment

framework for visual updates—using metrics like

historical element retention and user cognitive testing

to mitigate innovation risks—and uncovers pathways

for building implicit symbols (e.g., leveraging

materials or colors to convey value), these findings

hold significant relevance for digitally transforming

enterprises, particularly in balancing young

consumers’ aesthetic shifts with traditional brand

strengths. However, limitations persist. The

research’s narrow scope (focusing on consumer

electronics and FMCG industries) necessitates further

validation for service-oriented brands. Long-term

impacts of visual updates remain underobserved, as

current data cannot fully capture brand equity

accumulation. Additionally, small sample sizes and

the homogeneity of interviewees (limited to a single

university) constrain generalizability. Future studies

should incorporate diverse demographics, such as

early-career professionals and older consumers, to

enhance universality.

Looking ahead, logo design may follow two

trends: dynamic and contextual expressions within

minimalist frameworks, enabled by adaptive

technologies for multidimensional symbol

representation, and strengthened brand storytelling,

transforming simplified symbols into media for

cultural narrative transmission. The ultimate strategy

lies in achieving value transcendence through

simplification—enhancing communication efficiency

via "Less is More" while preventing "soul erosion"

through the continuous evolution of core symbols.

Only by balancing innovation and heritage can brands

safeguard critical memory points amid the fading of

explicit symbols, constructing visual identity systems

that harmonize distinctiveness with emotional depth.

AUTHORS CONTRIBUTION

All the authors contributed equally and their names

were listed in alphabetical order.

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