The Hidden Meanings of Logos

In the world of branding and marketing, logos serve as visual ambassadors for companies, products, and organizations. While many logos appear simple and straightforward at first glance, some hold hidden meanings and clever symbolism that often go unnoticed by the casual observer. These hidden elements add depth and intrigue to the logo’s design, often conveying subtle messages that connect with a brand’s identity or mission. In this article, we will explore the fascinating world of hidden meanings in logos and how they add an extra layer of storytelling and depth to these iconic symbols.

FedEx: The Hidden Arrow

One of the most famous examples of hidden symbolism in logos is the FedEx logo. At first glance, it may appear to be a simple, straightforward design featuring the company name in purple and orange. However, a closer look reveals a subtle but ingenious hidden arrow formed by the negative space between the “E” and the “x.” This arrow symbolizes forward movement, precision, and speed – all qualities that FedEx aims to deliver to its customers. The hidden arrow adds a layer of meaning to the logo, emphasizing the company’s commitment to efficient and accurate delivery services.

Amazon: From A to Z

The Amazon logo features a smile-shaped arrow that starts at the letter “A” and ends at the letter “Z.” This arrow not only resembles a smile, suggesting customer satisfaction, but it also signifies that Amazon offers a wide range of products “from A to Z.” The hidden message emphasizes the company’s vast product selection and customer-centric approach.

Baskin-Robbins: The 31 Flavours

The Baskin-Robbins logo is well-known for its clever use of hidden messaging. While the logo prominently displays the company name, the abbreviation “BR” forms the number “31” between the letters. This hidden message represents the brand’s claim to offer 31 different flavors of ice cream, reinforcing its reputation for variety and choice.

Toblerone: The Hidden Bear

The Toblerone logo, known for its distinctive triangular shape, has a subtle but significant hidden element. If you look closely, you’ll notice a silhouette of a bear within the mountain icon. This hidden bear pays homage to the city of Bern, Switzerland, where Toblerone originated. Bern is often referred to as the “City of Bears,” and the bear is a symbol of the city. The hidden bear in the Toblerone logo serves as a nod to the brand’s Swiss heritage.

Tostitos: Sharing a Chip and Dip

The Tostitos logo is all about sharing. At first glance, it appears as the brand name written in a cheerful, colorful font. However, if you look closely, you’ll notice that the two letters “T” in the logo double as two people sharing a chip in a bowl of dip. This clever design reinforces the idea that Tostitos chips are meant for sharing with friends and loved ones, adding a layer of sociability and camaraderie to the brand’s image.

Tour de France: The Hidden Cyclist

The Tour de France logo may seem like a simple red and yellow design, but it holds a hidden image within the letter “R.” If you look carefully, you’ll notice a cyclist pedaling within the curve of the letter. This hidden cyclist is a subtle yet effective representation of the world-renowned cycling race, emphasizing the core element of the event and adding a layer of symbolism to the logo.

NBC: The Peacock’s Feathers

The NBC logo features a colorful peacock with its feathers fanned out. While the peacock is striking on its own, the choice of colors is what holds the hidden meaning. The six different colors in the peacock’s feathers represent the six divisions of NBC at the time the logo was designed: news, sports, entertainment, stations, network, and productions. This clever use of colors conveys the brand’s diversity and wide range of offerings.


In conclusion, hidden meanings in logos are like Easter eggs waiting to be discovered by observant viewers. These subtle elements add depth, nuance, and often a touch of whimsy to the logos, making them more than just visual identifiers. They convey stories, values, and messages that connect with the brand’s identity or mission. As you encounter logos in your daily life, take a closer look, and you might be pleasantly surprised by the hidden meanings waiting to be uncovered beneath the surface.


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