The nontraditional intrinsic fluorescence (NTIF) of polymers containing heteroatoms has gained considerable attention due to its promising applications in label-free bioimaging. Aliphatic hyperbranched polyureas (aBPUs), which have recently shown great promise in the field of nanomedicine, bear controllable urea groups distributed on the branch points and thus are potential candidate luminogens. However, their NTIF properties and how their structures influence the NTIF properties have not been illustrated yet. Here, we addressed these issues by synthesizing a series of aBPUs with different degrees of branching (DBs) or different modifications. aBPUs exhibited an obvious NTIF phenomenon and with the increase of DBs, the NTIF enhanced as well. Chemical modifications either at the branching ends or in the interior of aBPUs could affect the NTIF performances, which were highly dependent on the types of modification. Disruption of the intra-/intermolecular hydrogen-bonding interactions decreased the NTIF. In addition, poly(ethylene glycol) (PEG)-modified aBPUs could self-assemble into nanospheres, and the formation of nanoassembly led to 89% enhancement on NTIF compared with the homogeneous solution of aBPUs-PEG in dimethylformamide (DMF). Finally, aBPUs-PEG nanoassembly demonstrated a capability in realizing label-free material imaging in vitro. These results shed light on the rational design of the polymer structures to achieve desired fluorescence with unconventional luminophores.