Display apparatus and control method thereof

A display apparatus comprising:

• a display;
• and
• at least one processor configured to:
• based on pixel values included in an input image, identify an area in the input image that is less than an entire area of the input image and includes a logo area and background area around the logo area,
• identify a threshold grayscale value based on histogram information of the identified area,
• identify an area having a grayscale value equal to or greater than the threshold grayscale value in the identified area in the input image as a first area that includes the logo area and identify a remaining area in the identified area in the input image as a second area that includes the background area, and
• control the display to reduce luminance of the first area according to a first luminance adjustment scheme to reduce generation of an afterimage of the logo area, and adjust luminance of a second area according to a second luminance adjustment scheme to reduce deterioration of image quality due to the reduction of luminance of the first area.