Research on the effectiveness of destination logos is sparse. The present study introduces the idea of physimorphic (nature resembling) logos and explores its effectiveness on the tourist vis a vis non-physimorphic or typographic logos. The study hypotheses are developed based on the theories of Cue Utilization, Processing Fluency and Cognitive styles. Three controlled experiments are conducted in sequence with a combined sample size of 514 respondents. Major findings indicate that a physimorphic logo may be more effective than a typographic logo in generating a positive attitude and visit intentions towards a destination, more so for an unfamiliar destination than a familiar one. The results also establish the mediating effect of processing fluency and moderating effect of cognitive styles. The study contributes to the body of tourism literature by introducing and exploring the concept of ‘physimorphism’. The practical implications of the study encourage the use of physimorphic logos for destination branding.