The effect of logo design elements on city brand knowledge and awareness

Purpose This study investigates how city logo design elements impact city brand engagement and their impact on brand awareness and image perception as well as boundary conditions (logo type: abstract and concrete). Design/methodology/approach Data from 856 participants were quantitatively analyzed using PLS-SEM to study variable relationships. Findings City logos significantly influence brand awareness and image perception, enhancing brand engagement. The concrete logo moderates this relationship, proving more effective in boosting brand awareness and image perception. Research limitations/implications The study is limited to Chinese metropolises, suggesting the need for broader geographic exploration. Practical implications Findings guide city brand managers and marketers in designing city logos that resonate well with the public, emphasizing the importance of aligning logo design with city branding strategies to optimize brand engagement. Social implications The study underscores the significance of logo design in shaping public perception and engagement with city brands, highlighting its role in cultural representation and identity shaping within urban settings. Originality/value It adds to city branding literature by providing empirical evidence on logos’ impact on brand engagement and demonstrating the moderating role of logo type.