<p>This study explores the impact of brand logo familiarity on visual search behavior through an empirical eye-tracking experiment. The experiment selected two brand logos, Apple (familiar brand) and Rachel (unfamiliar brand), as stimulus materials and analyzed eye-tracking data to examine how brand logo familiarity influences consumers’ visual attention, search efficiency, and brand recognition accuracy. The results indicate that, compared to unfamiliar brand logos, familiar ones attract more attention (higher gaze count and longer duration), enhance visual search efficiency (shorter first time), and improve brand recognition accuracy (lower revisit rate). Furthermore, the visual search process for familiar brands is more stable, whereas search behavior for unfamiliar brands is more random and susceptible to external distractions. This study expands the application of brand logo’s familiarity in visual search and provides empirical support for brand marketing, advertising communication, and consumer cognition. The findings suggest that brands should enhance exposure and maintain design consistency to improve their brand logos visual search competitiveness while offering practical insights for emerging brands’ market promotion strategies.</p>