Great Logos With A Secret Meaning

Artists have been hiding subliminal and secret messages in their art for centuries and the tradition lives on today in the work of logo designers. Find out what’s hidden in the FedEx, Tostitos or Baskin Robbins logo. Some of the messages are more obvious than others, but all of them are clever and revealing.

The FedEx logo has an arrow hidden between the letters E and X. Lindon Leader designed this famous logo in 1994, as Senior Design Director at Landor Associates, San Francisco. It was a result of a work where more than 200 logos were designed before the designer arrived to this solution. It won over forty logo awards worldwide.

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At first all you see is modern typography, but there is actually a hidden meaning of Sony’s VAIO logo. The first two letters represent an analog signal and the last two are the 1 and 0 of the digital world.

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Toblerone chocolate company from Bern, Switzerland, which is known for high mountains. Bern is also called “The City Of Bears”. Find the hidden silhouette of a bear in the mountain illustration.

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Baskin Robbins offers 31 flavorous of ice cream. The number 31 is hidden in the logo within the letters of B and R.

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This logo was made by Stylo Design, a design agency from Covent Garden, London. The entire logo is created with only one number; the number 8. By omitting certain parts of this number, they were able to create the brand name.

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The Northwest Airlines logo has two hidden meanings. For one it has the letters N and W in positive and negative spaces. And there is another less apparent idea in there. The red triangle points to north-west within the circle as if it was a compass.

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That yellow arrow is not just a smiley. It also suggests that you can buy everything A to Z on Amazon.

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Eighty-20 is a small consulting firm. The squares actually a binary code for the name. Top line: 1010000 and on the bottom: 0010100.

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The SUN Microsystems logo is a wonderful example of symmetry and order. It was a brilliant observation that the letters u and n while arranged adjacent to each other look a lot like the letter S in a perpendicular direction.

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The Tostitos logo has a not so hidden message. The letters TIT are two actually people enjoying mexican food at a table.

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The Formula 1 logo has a hidden number 1 between the letter F and the speed lines.

ID: 203978

Elefont is another logo with a hidden meaning in the negative space. Find the trunk in the lowercase letter e.

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The feathers of this peacock represent the 6 different divisions of NBC. The head is visible suggesting the peacock is looking toward the viewer.

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Carrefour is one of the biggest European retailers, and in French, it means “Crossroads”. The logo symbolizes this word via two opposite arrows. They also added the first letter of the name, because if you look closely you’ll see the letter “C” in the negative space between the two arrows.

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The C and O letters at the beginning of the word shape a tyre, which Continental produces.

ID: 203992

Unilever produces literally thousands of different products, thus the letter U is made up of symbols representing all these products and what they mean to their consumers.

ID: 203993

This was a logo created for a puzzle game called Cluenatic. This game involves unravelling four clues. The logo has the letters C, L, U and E arranged as a maze. and from a distance, the logo looks like a key.

ID: 203994

Families is a Readers Digest magazine. The letter “ili” are transformed to show a simplified and stylised family of three.

ID: 203995

Goodwill is a nonprofit organization that helps disadvantaged people in North America. The letter G in the logo is a smiling face, conveying the notion that Goodwill provides happiness and relief to those in need.

ID: 203996

At first glance, this logo looks like a map of Africa, but if you take a closer look, you will see two people facing each other.

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Conceptual logo that shows a golfer taking a swing and the head of a spartan warrior in helmet at the same time.

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The Bronx Zoo logo shows the animals within a city with tall building. Smart play with positive and negative spaces.

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Snooty Peacock is a jewellery store. Notice the hidden peacock in the face.

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The Hartford Whalers logo shows 3 concepts at the same time. A whale’s tail, letter “W” in green and the white space forming an “H” for Hartford.

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The designer of ED Logo – “Elettro Domestici -Home Appliances” in English, changed the concept of traditional logo designing through this logo. The designer has amazingly used the negative space to demonstrate the letter “E” and “D” making the logo look like an electric plug.

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In this Yoga Australia logo you can discover the shape of Australia in the negative space formed between the woman’s raised leg and back.

ID: 204011

Notice the palm of a hand in this MyFonts logo made out of the letters M and y.

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Finally here is a logo designed for an IBM internal event as a poster by Paul Rand no less, one of the finest logo crafters of all time.

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Read more inspiring branding stories and browse to find a great logo for your company at

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