Despite the significant importance of logos in the field of marketing, there has been very limited research which has examined how brand logo redesign affects the consumer perceptions toward brands. Thus, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo redesign on consumer perceptions. This study aims to understand the specific attributes of a brand logo simplification of the relationship between brand image. In contrast to prior study, this research explores connections between a potent element of visual design, namely descriptiveness, and brand age image. This study conducted quantitative analysis through questionnaire survey. The results reveal that logo descriptiveness not only is closely related to brand age image but also have a positive impact on brand age image. Additionally, the findings contribute to growing interest in logo redesign and branding, while extending current understanding regarding the communication of brand image. Therefore, marketers and visual designers should consider logo descriptiveness as a useful tool that can be successfully influence consumers’ perceived brand age.
