20 Big Brands With Little-Known Cleverness Hidden in Their Logos
Tostitos

FedEx

Amazon

Atlanta Falcons

Baskin Robbins

Big Ten Conference

Goodwill

London Symphony Orchestra

Milwaukee Brewers

Sun Microsystems
Sun Microsystems’ logo seems to spell the word “Sun” in endless circular (clockwise) sequences.
Elettro Domestici

My Fonts

Hidden Cork

The Installers

Families

Snooty Peacock

Unilever

Sony Vaio

Elefont

Hope For African Children Initiative

Frequently Asked Questions (FAQs) About Hidden Cleverness in Big Brand Logos
What is the significance of the arrow in the FedEx logo?
The arrow in the FedEx logo is a hidden design element that represents speed and precision, both key aspects of the company’s courier services. It’s formed by the negative space between the ‘E’ and the ‘x’. This clever design was created by Lindon Leader of Landor Associates and it’s a great example of how a simple logo can convey a powerful message about a brand’s values and services.
What does the spoon in the FedEx logo mean?
Contrary to some beliefs, there is no spoon in the FedEx logo. The supposed ‘spoon’ is actually part of the ‘e’ in FedEx. The confusion may arise from the unique font and design of the logo. The main hidden element in the FedEx logo is the arrow, not a spoon.
Are there any hidden elements in the Amazon logo?
Yes, there are hidden elements in the Amazon logo. The yellow arrow in the logo starts at the letter ‘a’ and ends at the letter ‘z’, signifying that Amazon provides a wide range of items for sale, literally from A to Z. The arrow also forms a smile, indicating the company’s commitment to customer satisfaction.
What is the hidden message in the Baskin Robbins logo?
The Baskin Robbins logo cleverly incorporates the number 31, which is a nod to the company’s original concept of offering 31 flavors of ice cream, one for each day of the month. The number ’31’ is embedded in the ‘B’ and the ‘R’ of the logo, showcasing the brand’s creativity and attention to detail.
What does the hidden bear in the Toblerone logo represent?
The hidden bear in the Toblerone logo is a tribute to the town of Bern, Switzerland, where Toblerone originated. Bern is often called the city of bears, and the bear image is cleverly hidden in the mountain design of the logo.
Is there a hidden symbol in the Starbucks logo?
The Starbucks logo doesn’t have a hidden symbol per se, but it does have an interesting backstory. The logo features a twin-tailed mermaid, or siren, which was chosen to represent the seductive power and allure of the sea, reflecting the seafaring history of coffee and the brand’s nautical theme.
What’s the hidden meaning in the Hyundai logo?
The Hyundai logo may look like a simple ‘H’, but it’s actually a stylized representation of two individuals shaking hands. One represents the company and the other represents a satisfied customer, symbolizing the mutual trust and satisfaction between the two.
What does the hidden arrow in the Hershey’s Kisses logo represent?
The hidden arrow in the Hershey’s Kisses logo can be found in the negative space between the ‘K’ and the ‘I’. While it doesn’t have a specific meaning, it adds a fun and clever element to the logo, making it more memorable.
What’s the hidden message in the Cisco logo?
The Cisco logo represents the Golden Gate Bridge, a famous landmark in San Francisco, where the company was founded. The name ‘Cisco’ itself is also a shortened form of ‘San Francisco’. The lines in the logo are meant to mimic the frequency lines of an electromagnetic wave, reflecting the company’s focus on networking and telecommunications.
Is there a hidden element in the Pinterest logo?
Yes, the Pinterest logo has a hidden element. The ‘P’ in Pinterest is designed to look like a pin, which is fitting for a platform that allows users to ‘pin’ or save content they find interesting. This subtle design element reinforces the brand’s purpose and functionality.
Isabelle is a design writer based out of Australia.