Much research has been conducted in recent years on the font and shape characteristics of brand logos, but little research has been conducted on the influence of word spacing in brand logos on brand perception. Based on the perspectives of embodied cognition and spatial metaphor, this study investigates the influence of word spacing in brand logos on perceived brand status and purchase intention through four online experiments and examines the boundary conditions of this influence. The findings show that having wide (vs. narrow) word spacing in brand logos leads to higher perception of brand status and purchase intention. Then, brand familiarity moderates the effect between word spacing in brand logos and perceived brand status, and it is only when brand familiarity is low (vs. high) that consumers rely on word spacing in brand logos to infer brand status. Next, brand type moderates the effect of word spacing in brand logos on purchase intention, only when the brand type is a luxury brand (vs. a generic brand), wide (vs. narrow) word spacing in brand logos would affect purchase intention by enhancing perceived brand status. Our findings not only provide theoretical guidance for corporate brand logo design, but also enrich the existing literature on the field of brand logos research.