Exploring Hidden Messages In Logos

Since we are in the design industry, logos really fascinate us, particularly when they have a message cleverly hidden inside. Whether the purpose is to subtly sway the customer, to relay a core value of the company, or simply to set the brand apart, a hidden message inside a logo elevates it in our opinion. Here are some of our favourite logos with hidden messages inside.

Amazon:

The Amazon logo is one of the most instantly recognisable logos out there. But did you know there is a hidden message inside this logo? The yellow shape underneath the Amazon lettering looks like a smile at first glance, but it also has a double meaning. The yellow shape also shows an arrow pointing from the letter A to Z, showing that Amazon has got you covered with everything you could need, they sell it all.

Fedex:

This is probably one of the more known hidden messages inside logos, but we still appreciate the genius behind this nonetheless. If you look closely, in between the letters E and X at the end of the logo, you will see the very clever use of negative space, which shows a white arrow pointing forward. This is meant to signify that Fedex will move you forward with speed and precision.

Beats By Dre:

Oh how we love a multifunctional logo, and this one by Beats By Dre is a classic. At a first look, you will clearly see the simple and bold white letter B against a bright red background. But if you look again, you will see that the red circle is meant to show a human head, and the B looks like they are wearing a pair of headphones. Simple and effective * chef’s kiss *.

Baskin Robbins:

This is probably a little bit more of a clear hidden message, but still a great one! The logo of Baskin Robbins clearly shows the letters B and R, but if you look in those letters, you will see that they also make up the number 31. This is to give a nod to the 31 flavours of ice cream that Baskin Robbins famously has on offer. Happy coincidence, or genius design?

Apple:

The Apple logo is probably the most iconic and famous logos out there, or at least one of. Depending on who you ask, there are a couple of hidden meanings and messages in this logo. The first explanation for this legendary logo, is that the Apple is taken straight from the story of Adam and Eve in the Bible. The apple shows the bite mark made by Eve when she bit into the fruit, which was the ‘tree of knowledge’. The second explanation is that the bite mark was put onto the logo simply for scaling purposes. Apparently, the original designer of this famous logo added the bite mark so that when the logo was scaled down, it still looked like an apple and not a cherry. Who knows which story is correct, or maybe both of them are, but we love this logo!

Adidas:

Another logo that can be recognised from anywhere, those famous three stripes. The three diagonal lines on top of the adidas lettering, are meant to represent the shape of a gradually inclining mountain, showing the strength and determination of the athletes that would be willing to push themselves to climb it.

Domino's Pizza:

We quite like this story, as it shows how successful the brand became, more than they could have ever imagined. In the Domino's Pizza logo, there is clearly a domino with three dots inside. Those dots were meant to be added to with each new store opening. Little did they know how popular and massive the brand would become, and it became impossible to add the dots representing each location. So the three dots stayed, honouring the first three original Domino's Pizza locations.

Toblerone:

We need no persuading to eat chocolate around here, especially the lovely Toberlone chocolate! We all know this logo has a mountain above the Toblerone lettering, showing the Swiss mountains where the chocolate is made. When you look more closely, you will see on the left side of the mountain is the shape of a bear standing on its hind legs. This Bear is to represent and honour Bern, Switzerland, where the company was founded.

Le Tour de France:

This logo is the perfect example of rebranding done right! The original logo was a very basic font, using very corporate blue and white colours. The version that we see today was created by French designer Joel Guenoun in 2002, as is meant to be a much more fun update. At first glance, this logo looks like an artistic, paint brush font. But if you look closer, you will see that the ‘O’ in the ‘tour’ represents one wheel of a bike, the circle after the ‘R’ represents the second wheel of a bike, while the ‘R’ itself is shaped like a person riding a bicycle! The yellow colour of the circle itself is said mimic the sun, as all of the races take part in the daytime.

Cisco:

Everything about this brand name and logo is a love letter to San Francisco. The name ‘cisco’ is obviously taken from latter half of the city’s name, while the lines in the logo is meant to represent the shape and towers of the Golden Gate Bridge. Not only this, but the image of a bridge in the logo is also meant to convey the impression of connecting people and ideas together. Very cool!

Sony Vaio:

Now this is a technical and very clever logo! The ‘VA’ at the beginning of this logo represents a sine wave, which is an analogue signal. The ‘I0’ in the second part of the logo represents a digital binary code. The two together flowing into each other in this smooth way is meant to represent how the company’s technology has evolved over the years from analogue to digital.

Continental:

This logo is one that is steeped in history and meaning. The ‘CO” at the start of the logo is meant to mimic and wheel and tyre. The font of the wordmark as a whole is meant to give a timeless, stamp like quality, like a classy high quality seal. The horse at the end of this logo has many meanings. Firstly, the horse is standing on a flat line, which is meant to represent the earth and show the dominance of the brand in the industry. The symbol of the horse rearing on its back legs in also meant to show the dominance, agility and speed of the company. The reason for the horse being in the logo at all, is said to be because the first trademarked product, horse hoof buffers!

If you would like to talk to us about logo design, or any projects you have in mind, please feel free to get in touch!

Written by Charlene Payne.