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At some point in time, adolescents will be confronted with one of the most crucial decisions concerning their future. In addition to the field of study, students also need to choose the higher education institution that matches their personality and expectations in an abundance of colleges and universities. A logo can be a powerful marketing tool in the creation of the brand image and thus an important element in the decision process. The purpose of this paper is to investigate if the appearance of the logo affects the impressions students acquire about the institution. In this respect, a quantitative research was conducted by means of questionnaires presented to students in Belgium. Results suggest that shape and colour of a logo can have an impact on the warmth and competence perception of a higher education institution. Especially the use of cold colours in a logo can positively influence this perception.