This study aims to explore the impact of brand logos on consumers’ kansei when evaluating car designs. Using the Semantic Differential (SD) method, the research was conducted in two stages with generative AI creating CUV car design samples free from existing brand influences. In the first stage, participants evaluated the CUV designs based solely on their forms, and 12 pairs of adjectives were selected for assessment. Results indicated that participants’ kansei could be categorized into two primary factors: pleasure and evaluation, with all samples exhibiting “harmonious” and “strong” characteristics. In the second stage, brand logos and textual introductions from 10 brands were added to the design samples, which were then randomly paired for evaluation. The results showed that brand logos significantly enhanced participants’ perception of strength and introduced a new arousal factor, making responses more focused on specific affective features. Cluster analysis further revealed that brand logos reduced participants’ focus on pleasure and evaluation factors, redirecting attention toward strength. The findings emphasize the critical role of brand logos in shaping affective evaluations, as brand perception not only influences kansei evaluation but also effectively guides the concentration of affective characteristics. Designers should fully consider consumers’ brand perceptions and preferences, integrating branding and design to enhance emotional appeal and market competitiveness.