With the development of information technology, the presentation of brand logos is no longer limited to static images, and animated logos have begun to be used in various commercial contexts. Based on the conceptual metaphor theory, this article investigated the influence of animated logos on marketing effects through three studies. The results found that animated brand logos affect consumers’ assessment of product temporal attributes, with animated (vs. static ) brand logos contributing to consumers’ perceptions that their product's production time is more recent, leading to more favorable product attitudes. However, when internal cues to production time are displayed, the effect of animated (vs. static) brand logos on perceived product production time disappears. Moreover, when the product is expected to be produced longer ago, animated (vs. static ) brand logos lead to more negative product attitudes. This research was the first to validate the effect of animated brand logos on the perception of product temporal attributes, contributing to brand management and logo design.