The logo is the face of any brand. The first impression is the last impression, so its design is extremely important. It is the most powerful asset for a brand which should be executed correctly. It should be unique, meaningful and conceptual. Let’s study the 25 famous company logos with hidden messages.
Company Logos with Hidden Messages
Amazon is one of the largest E-commerce brands in the world. It has a real hidden meaning. The Amazon logo was created to convey the message that it sells everything from A to Z. You can notice the yellow marked arrow that starts from “A” and ends with “Z”. You can also notice the arrow looks like a smiley face, which represents the mission of the Amazon to make their customers happy.
The shipping company’s logo is probably one of the best-known logos in the world. For those who are not aware, then take a look at between the “E” and the “X”. Here you will see the negative space is utilised for the best thing it could be possible for a shipping company. The negative space between “E” & “X” forms an arrow. This FedEx logo has won over 40 awards and it is ranked amongst the top 10 logos in the last 35 years by Rolling Stone magazine. It’s truly a remarkable achievement for any Logo Designer to have 40 awards for a single logo.
3. Sony VAIO
Sony VAIO sets a great example of having a hidden meaning within the logo. For those who are the students of Digital Electronics, can easily find out the meaning of this logo. The logo integrates the idea of Analog and Digital technologies into one. The first two characters in the logo that is “V” and “A” represent an analogue wave, while other two characters “I” and “O” represents the binary system. Where “I” represents Input and “O” represents Output. It could easily be one of the best conceptual logos of the world.
McDonald’s, favourite of almost every food lover. The McDonald’s logo is very simple with no real hidden meaning. Yes, the “M” stands for McDonald’s. In the 60’s, McDonald’s wanted to change the logo but their design consultant Louis Cheskin insisted on keeping the same logo and they left the golden arches. According to BBC, Louis Cheskin said that customers will unconsciously recognise the logo as “symbolism of a pair of nourishing breasts.” Nobody knows the reality between this said except McDonald’s, but one thing is for sure that the McDonald’s logo is one of the most recognised logos in the world.
Pepsi Globe is the name of the logo for Pepsi’s. It includes three colours – swirling “red, white and blue” in a spherical shape and that is why it is called as a Pepsi Globe. The colours intentionally represent the colour of the American flag. The old logo is the one on the left and the new logo is on the right-hand side which costs Pepsi a $1 million. Pepsi hired Arnell Associates to come up with the new logo. Then the agency submitted the 27-page document explaining the connotations in their new design. This document was leaked and it was entitled, “Breathtaking Design Strategy.” Through this, the logo is based on Feng Shui, Pythagoras, Earth’s Magnetic Field, Geodynamics, the theory of relativity, and much more. After adopting the new logo, Pepsi spent hundreds of millions for documentation and promotion.
It was founded by Dave Thomas, Wendy’s brand identity highlights a “home-cooked” feeling. If you take a closer look at the logo and zoom it, you will find the word “colours”. The site stocklogos.com points out the “message” is even more visible in single colour.
Baskin-Robbins is one of the world’s largest chain of ice cream manufacturer, owned by Dunkin’ Brands (DNKN). It’s headquartered in Canton, Massachusetts. Originally established in 1945 by Burt Baskins and Irv Robbins in Glendale, California.
The pink and blue logo of Baskin and Robbins depicts a large “BR”, the initials taken from Baskin and Robbins. If you closely look at the logo and focus on the pink coloured part, you will notice a number “31.” Which stands for the 31 flavours of ice-cream that Baskin Robbins offers to its customers. According to Carol Austin, VP of Marketing told CNBC that the logo is meant to convey the message “Fun & Energy”. “The number 31 stands for the belief that guests should have the opportunity to explore the fun, and new ice cream flavour every day of the month.”
Tostitos is a tortilla chips and dips manufacturer, owned by PepsiCo (PEP). The logo appears to be just a name “Tostitos”. The Tostitos logo has not so hidden message. However, the two “T’s” in this logo make up two people. If you look at the letter “I” between two letters “T”, you will find they dip a tortilla chip into the bowl of salsa. Where “I” represents a table.
Toblerone is a Swiss chocolate brand and it is owned by US confectionary company Mondelēz International Inc., formerly Kraft General Foods. It was started in 1908 in Bern, Switzerland, home of Matterhorn Mountain. It is also very famous for the bears and that is why it is also known as “City of Bears”. At a first glance, you notice a mountain on the top of the “Toblerone”. But if you take a closer look at the logo’s mountain, you will spot the Bear nestled within the mountain design. It is really a great example of incorporating company’s root into their logo.
10. Hershey’s Kisses
Hershey’s Kisses is famous for their chocolate and appropriately themed amusement park, Hersheypark. The Hershey’s logo look so simple with no real meaning. But when you dug deeper, you will notice the illusion of a kiss between the two letters “K” and “I”.
The LG logo consist of two letters “L” and “G” inside a circle. Which represents Word, future, youth, humanity and technology. At first glance, the dark pink logo of LG looks like a winking face. And if you look a little closer, you will see a winking face. Where “L” looks like a nose and the outline of the “face” is a “G.” Many people still believe that the Pac-Man logo is hidden within the logo of the LG.
Mercedes came into the market in 1902 and since that time it is a brand recognised for quality, reliability, performance, and breakthrough engineering. The Mercedes-Benz logo is the most well thought out logo. The three-pronged star represents the company’s over 100 years of dominance in quality and style over land, sea and air.
Company’s name represents Latin translation of the surname of the founder, Augustus Horch. “Horch” meaning “Listen” in German and it becomes “Audi” in Latin. What about the logo? It looks plain and simple, right? Well, it is simple with four rings holding each another. But the reason behind these four rings is the 4 founding companies of the Auto-Union Consortium way back in 1932: DKW, Horch, Wanderer and Audi.
BMW – Bavarian Motor Works (In German – Bayerische Motoren Werke AG) is a German automobile company. Which was founded in 1916 and since then it has become a big name in the market including USA, India, Canada, Japan and China. BMW has a great history in aviation and its logo is a tribute to its company’s history. There are three colors used in the logo – Black, Blue and White. The blue and white colour in the logo represent a propeller in motion with the sky peeking through. This is due to the company’s role in building aircraft’s engine for the German military during the World War II.
The first logo of the Volkswagen was originally designed way back in 1938 and modified in 1996 and 2000. During this modification, colours were blended and three dimensional features were introduced. The initials “V” and “W” have been taken from “Volks” and “Wagen” respectively. In German “Volks” stands for People and “Wagen” stands for Car. Which means, it’s the car for the people.
Toyota is one the most well-known car manufacturer in the world. According to Toyota, the three overlapping ovals on American vehicles “symbolise the unification of the hearts of our customers and the heart of Toyota products. The background space represents Toyota’s technological advancement and the boundless opportunities ahead.”
The Google logo has four primary colours in a row and then it’s broken by a secondary colour i.e., Green. Google did this intentional because by doing this Google shows that they don’t play by the rules. During the design of the logo, the designer wanted to display a way of playfulness and that too without using any bulky objects or symbol. To do that, they just used simple letters and colours and skewed some of the letters.
International Business Machine (IBM) is undoubtedly one of the greatest brands. IBM’s logo is unique of its own and has a hidden message for the whole world. The colour of the font is kept blue, which is very professional. The blue colour represents depth, strength and dominance. The white horizontal strip passing through represents the speed and dynamism. It also appears to be an equal sign in the lower right corner, representing equality.
Adidas is a biggest sports brand which is most known for its shoes. The name “Adidas” originated from the name of the founder of the company, Adolf Dassler. From the beginning, Adidas has focused on keeping three strips in its logo. The current logo features three slanted strips in a triangle shape that also look like a mountain. The metaphor to represent the obstacles that people need to overcome and perceive their Goals.
Most of us know that NBC logo is a peacock symbol which has so many colours. Have you ever thought why NBC’s peacock has so many colours? During the 1950’s, NBC was owned by the electronics company, Radio Corporation of American (RCA). During that period, RCA had just started to manufacture colour televisions. RCA wanted people to replace their Black-and-white television with the colour Television. Through this colourful logo, NBC wanted to convey a message that people who were watching black-and-white televisions, missing the joy of colours.
While making the logo of Mobil, a simple typeface was used to attain two things: “exuberance” and “vitality”. The importance of this logo is in its colours. The red is the intense colour and said to represent strength and the blue builds up the faithfulness and security that the company provides.
Pinterest is a digital pinboard site. Pinterest tied its logo directly into the social network’s core. At a first everyone would notice nothing more than but just a stylish font but the hidden image might not be immediately obvious. The letter “P” doubles as a pin. According to the Michael Deal, the co-designer of the logo, co-designer of the Pinterest logo, he avoided making visual reference to the image of the pin as it seemed too literal. But the “P” started to lend itself too well to take a shape of a map pin.”
23. Formula One/F1
Formula One racing is an organisation, which took the sport’s core values and applied them to its logo. The red colour represents the passion and the energy. On the other hand, the black colour represents power and determination. The red coloured part also represents the speed, while the negative space between the black colour and red colour makes a number “1”. Which completes the logo as F1.
24. The Bronx Zoo
The Bronx Zoo is the largest zoo in North America and is among the largest metropolitan zoos in the world. It has almost 6000 animals representing about 650 species from around the world. It is situated in the Bronx, within the Bronx Park, a borough of New York City. The zoo’s logo featuring three birds and two giraffes. But if you closely look between the legs of the two giraffes, you’ll see New York’s iconic skyline.
25. Hope for African Children Initiative (HACI)
Hope for African Children Initiative (HACI) is a pan-African effort created to support African communities. Basically, children who have either been orphaned by AIDS or live in a family who are sick and dying with sexually transmitted diseases. HACI’s mission clearly reflects in the logo of the organisation. The Hope for African Children Initiative has used the golden yellow and orange colour for their logo which uniquely utilises negative space which forms the continent of Africa and two other images of a mother and a child. In which the child is looking up at the mother.
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