Abstract: The existing researches on brand logo usually pay more attention to the tangible elements, but ignore the missing elements (e.g., active white space), which are also important for brand logo design. To fill this gap, this paper focuses on the element of active white space and studies the influence of active white space (presence vs. absence) on consumers’ perception and attitude through five studies. The results show that the presence of active white space can make consumers perceive the brand as more dynamic, and the absence of active white space can make consumers perceive the brand as more stable; consumers’ unique perception of the logo plays a mediating role in the process of the influence of active white space on brand perception. Besides, this brand perception will affect consumers’ brand attitude, but it will be moderated by brand appeal. Specifically, when the appeal of the brand is freedom, the perception of brand dynamic aroused by the presence of the brand logo active white space will have a greater impact on consumers’ brand attitude. When the appeal of the brand is safety, the perception of brand stability aroused by the absence of the brand logo active whites space will have a greater impact on consumers’ brand attitude. The purpose of this paper is to provide some inspiration for the research and development of brand management.

Key words: brand logo, active white space, perception of uniqueness, perception of stability, perception of dynamic