Extant research in green marketing mainly focuses on the factors and
outcomes of green consumption, but little examined the design of green
brand logos. Based on the theories of embodied cognition, we examined
the effect of the shape (angular or rounded) of brand logos on
consumers’ green perception and the functional mechanism underlying this
association via two studies. The results indicated that rounded logos
are considered more appropriate for green brands than angular logos. The
shape of brand logos influences consumers’ green perception through the
multiple mediations of gender perception and warm perception.