A display device and method of adjusting luminance of a logo region of an image displayed on the same are disclosed. In one aspect, the display device includes a display panel configured to display an image including a logo region and a display driving integrated circuit configured to detect a logo estimate region of the image and determine a logo surrounding region that surrounds the logo estimate region. The integrated circuit is further configured to analyze a histogram of the logo surrounding region so as to determine a background maximum luminance, determine a high-gray-scale maximum luminance of the logo estimate region based on the background maximum luminance and adjust a gamma curve of the logo estimate region.