FedEx advertises their speed and delivery accuracy more than you might think, and actually promotes these factors it their logotype by hiding an arrow in between the ‘E’ and the ‘X’.
The yellow underlining arrow in the Amazon logotype points from the ‘A’ to the ‘Z’, which illustrates the sheer variety of products that the online store sell. It’s also been shaped as a smile, which represents customer satisfaction.
The point (excuse the pun) of Pinterest is for users to ‘pin’ web clippings onto their own customisable online board, so it’s no surprise that a pin has been incorporated into the letter ‘P’ in their logotype.
The hidden message in logo is difficult to spot, but if you look closely you’ll notice how razor-sharply the ‘G’ and ‘I’ have been cut. This represents the sharpness and precision of the Gillette razors.
The ‘VA’ of the Sony VAIO logo has been made to look like an analogue signal, and the ‘IO’ resembles the number 1 and 0 – which represents a digital signal.
Cisco was founded in San Francisco, which explains the name, but this is also referenced in their logo. The series of blue lines represent an electromagnet, but also symbolize San Francisco’s iconic Golden Gate Bridge.
Le Tour de France
The yellow circle in the Tour De France doesn’t just resemble the summer sun – it doubles up as a bicycle wheel, and the letter ‘R’ of ‘Tour’ has skilfully been made to look like a cyclist.
The Toblerone brand comes from Bern in Switzerland – which is also known as ‘The City of the Bears’. Can you spot the bear hiding within the mountain?
The face seen in the LG logo is made up of the letters of the band – with ‘L’ illustrating a nose, and ‘G’ forming the remainder of the face. Some people also claim it coincidentally looks like a modified Pacman symbol.
Tire manufacturers Continental looks incredibly minimal upon first glance of their logotype, but the white space is anything but redundant. Look closely at the ‘C’ and the ‘O’ and you’ll notice the white space creates a tire.
Before becoming part of Delta Airlines, Northwest Airlines had an incredibly creative, original logo. The small arrow within the circle creates a compass, which demonstrates the brand’s navigational abilities. It was also cleverly positioned to make the ‘N’ double up as a ‘W’!
Cologne Zoo doesn’t only cleverly display a rhino and giraffe in the elephant’s negative space, but also the two spires of Cologne Cathedral, the city’s most recognizable landmark. This helps make the logo specific to the city.
The script typeface gives Galeries Lafayette a cool, unequivocally French look, but the typeface also pays tribute to the its French foundations. The iconic Eiffel Tower has been shaped using the two ‘T’s in ‘Lafayette’.
Museum of London
In this logotype for the Museum of London, eye catching colors behind the text represent the geographical area of London as it has expanded throughout history.
Formula 1 is commonly known simply as F1. With the black F and the red pattern signifying speed on display – where does the 1 come in? Take a closer look at the white space between these two elements.
The Baskin Robbins ice cream chain offer a variety of 31 different flavors, and the number 31 has been incorporated within the ‘B’ and ‘R’ initials in pink.
The ‘U’ in the Unilever logo is creatively filled in with a variety of random images, but every single icon used actually represents an aspect of the Unilever business. For instance: a recycle icon for their sustainability, and lips for beauty and taste.
Shelter is a British charity that campaigns to end homelessness and to put shelters over people’s heads. They’ve also included a shelter within the branding, and the ‘H’ has been made to look like a house.
Roxy is Quiksilver’s female clothing line, and the logo reaches out to this market by using a heart. What you may not have spotted however, is that the logo has been creatively formed by rotating two Quicksilver logos.
Canadian railway company VIA
Canadian railway company VIA has subtly included parallel lines that resemble train tracks, by using the white space either side of the ‘I’.
There are a few hidden aspects to the Pittsburgh Zoo logo. Not only does it display a gorilla and lion staring at each other, but these animals have been created using the white space left behind by the black tree, and so to have the fish at the bottom.
London Symphony Orchestra
This beautifully unique script logotype spells out the London Symphony Orchestra – LSO. The logo isn’t as simple as that though, as the letters also create an illustration of an orchestra conductor.
The bizarre looking typeface used for the ‘E’ of logo of Eagle Consumables makes a lot more sense when you notice its similarity to the profile of an eagle.
The BMW brand has a background in aviation, and the logo stays true to this history. The white sections represent a moving propeller, and the blue sections represent the sky
The white space in the center of the NBC logo creates the silhouette of a peacock, and the colors are its feathers. It symbolizes that NBC are proud of what they broadcast.
Upon first glance of the Goodwill logo, you see a smiley face. However, this face is actually just a much larger version of the ‘G’ from the ‘Goodwill’ text below it.
Almost every sports or music star can be seen wearing Beats headphones, and the logo is actually wearing a pair too. The ‘B’ and the red circle have been positioned to look like a person wearing the headphones.
Carrefour is French for crossroads, which is why two arrows have been included in French colors in this brand logo. The white space between the arrows also subtly displays a hidden ‘C’ for Carrefour.
The two Ts in the festive Tostitos logo resemble two people, and a pot of salsa has replaced the dot of the ‘I’. These subtle designs collectively represent people coming together to share tortilla chips.
British Heart Foundation
The heart shape is clear to see in the logo for the British Heart Foundation, but the lines continue to form a promisingly positive and healthy electrocardiogram reading.
Unless you’re a follower of baseball, you may not have seen the logo for the Milwaukee Brewers before – but even baseball fans may have never seen the the hidden message within it. The mitt holding a baseball is made up of the initials ‘M’ and ‘B’.
The distinctively shaped Hershey’s Kisses chocolates are one of the most popular in America, and this unique shape has actually been incorporated into the product logo. Look between the ‘K’ and the ‘I’ and you’ll see a Hershey’s Kiss in the negative space!
British Blind Sport
The logo for British Blind Sport uses the colors of the Union Jack to promote its British foundations. The hidden message comes in the background, where the flag forms the shape of both a rugby ball and an eye – to represent sport and sight respectively.
Sun Microsystems’ logo, symbolizing a computer, is made up of a group of ‘U’s and ‘N’s, that also make up an ‘S’ when side by side. Consequently, the brand name ‘Sun’ is hidden within this logo multiple times.
It’s fitting that an eagle, the national emblem, is used to promote the Washington Capitals. What you may have missed however, is the blank space underneath it leaving behind the silhouette of Washington’s iconic Capitol building.
The Guild of Food Writers
The Guild of Food Writers rather obviously write about food, and the logo design smartly uses a spoon to create the image of an ink pen nib.
San Diego Zoo
As well as providing their customers with a variety of animals to find, San Diego Zoo has also given them a hidden message to find in their logo design. Look at the word ‘Zoo’ closely – it’s been artistically shaped using an animal’s paw!
Jack in the Box
Fast food chain Jack in the Box’s old brand logo cleverly joined the ‘O’ and ‘X’ to form an Ichthys. This fish-inspired feature helps sample what the company offer.
Unless you’re a mathematician, you’ll probably struggle to see the hidden message in the Eighty 20 logo. The squares display the binary pattern for 1010000 and 0010100 – or eighty and twenty.
It’s rare, but hidden messages can sometimes be a complete coincidence! A Danish flag can be spotted in the negative space between the ‘O’ and the ‘L’, and Coca-Cola used this to their advantage when advertising in Denmark.