From the perspective of implicit design cues of brand logo and using figure-ground reversal principle and spillover effects, this study analyzes the mechanism of implicit design cues of logos on consumer brand creativity perception. Results from three experiments indicate that implicit design cues of logos can increase consumer brand creativity perception more than explicit design cues. It is also found that the condition for this effect is that consumers discover implicit design cues themselves. Perceived interestingness has mediation effect between logo design cues and brand creativity perception. Besides, Centrality of Visual Product Aesthetics positively strengthen the relationship between implicit design cues and brand creativity perception.