A Study on the Effects of Brand Logo Changes on Consumers’ Cognitive Evaluation and Emotional Response

With the rapid evolution of communication media, firms adjust brand logos to fit new channels and aesthetic trends. This study examines how logo changes influence consumers’ cognitive evaluation and emotional response from a design-cognition and consumer-psychology perspective. Using a structured questionnaire, 195 valid responses were analyzed with reliability tests and structural equation modeling. Results show that clear and aesthetically pleasing logo changes significantly enhance cognitive evaluation and directly increase positive emotions such as affection and pleasure. Cognitive evaluation partially mediates the effect of logo change on emotional response, and the overall model exhibits good fit. These findings clarify the psychological pathway from logo change to cognition and emotion and provide practical implications for logo renewal and brand communication strategies.