30 Hidden Messages in Logos of Notable Brands

Logos are more than just a visual representation of a brand—they often carry hidden messages that communicate deeper meanings and values. Some logos use subtle imagery, clever typography, and hidden symbols to convey these messages, making them more engaging and memorable. Here are 30 notable brand logos with hidden messages that you might not have noticed.

1. FedEx

The FedEx logo is famous for its hidden arrow, which is created by the negative space between the “E” and the “x.” This arrow represents speed and precision.

2. Amazon

The Amazon logo features an arrow that points from “A” to “Z,” symbolizing that the company offers everything from A to Z. The arrow also resembles a smile, indicating customer satisfaction.

3. Toblerone

The Toblerone logo includes an image of a bear hidden within the Matterhorn mountain, representing the Swiss city of Bern, also known as the “City of Bears.”

4. Baskin-Robbins

Baskin-Robbins cleverly integrates the number “31” into its logo, reflecting the 31 different flavors it offers. The “31” is formed by parts of the letters “B” and “R.”

5. Toyota

The Toyota logo is made up of three ovals that combine to form a “T” for Toyota. Additionally, the shapes can be rearranged to spell out “Toyota.”

6. Sony Vaio

The Sony Vaio logo features the letters “V” and “A” forming an analog wave, while the “I” and “O” resemble binary code, representing the blend of analog and digital technology.

7. Pinterest

The Pinterest logo incorporates a pin shape within the letter “P,” highlighting the platform’s focus on pinning ideas and inspirations.

8. LG

The LG logo forms a smiling face with the “L” and “G,” representing the company’s friendly and approachable nature.

9. Hyundai

The Hyundai logo features a stylized “H” that resembles two people shaking hands, symbolizing trust and satisfaction between the company and its customers.

10. Formula 1

The Formula 1 logo includes a hidden number “1” in the negative space between the “F” and the red speed lines, emphasizing the speed and competitive nature of the sport.

11. Goodwill

The Goodwill logo uses a stylized “G” that also doubles as a smiling face, reflecting the organization’s mission to bring happiness and support to people in need.

12. NBC

The NBC logo features a peacock with six different-colored feathers, representing the company’s six divisions. The peacock is looking to the right, symbolizing forward-thinking.

13. Cisco

The Cisco logo includes vertical lines that represent both the Golden Gate Bridge (a nod to its San Francisco roots) and digital signals.

14. Adidas

The Adidas logo’s three stripes form a mountain shape, symbolizing the challenges and obstacles athletes overcome.

15. BMW

The BMW logo represents a spinning propeller, reflecting the company’s origins as an aircraft engine manufacturer. The blue and white colors also reference the Bavarian flag.

16. Unilever

The Unilever logo is made up of various icons representing the company’s diverse range of products, from food and beverages to beauty and personal care.

17. Pittsburgh Zoo & PPG Aquarium

The Pittsburgh Zoo & PPG Aquarium logo cleverly uses the negative space within a tree to form images of a gorilla and a lion facing each other.

18. Hershey’s Kisses

The Hershey’s Kisses logo hides a kiss between the letters “K” and “I” in the word “Kisses,” formed by the negative space.

19. Milwaukee Brewers

The Milwaukee Brewers logo uses the letters “M” and “B” to create a baseball glove, cleverly integrating the team’s initials and its sport.

20. Beats by Dre

The Beats logo features a “b” that looks like a headphone on a person’s head, symbolizing the brand’s focus on personal audio experiences.

21. Tostitos

The Tostitos logo includes two people sharing a tortilla chip and a bowl of salsa, hidden within the letters “T” and “I,” emphasizing social connection over snacks.

22. Le Tour de France

The Tour de France logo includes a cyclist formed by the letters “R” and “U,” with the yellow circle representing both a bicycle wheel and the sun, denoting the summer event.

23. Cisco

The Cisco logo’s lines represent both the Golden Gate Bridge and a digital signal, reflecting the company’s connection to both the physical and digital worlds.

24. Gillette

The Gillette logo features subtle razor blade cuts on the “G” and “I,” symbolizing precision and sharpness.

25. Hope for African Children Initiative

The Hope for African Children Initiative logo cleverly uses the outline of Africa, with the negative space forming the image of a child and an adult, symbolizing care and support.

26. Eighty 20

The Eighty 20 logo uses binary code: the first line (1010000) translates to 80, and the second line (0010100) translates to 20, cleverly incorporating the brand’s name.

27. Spartan Golf Club

The Spartan Golf Club logo depicts a golfer taking a swing, but also forms the face of a Spartan warrior in profile, merging the sport with the brand’s identity.

28. Atlanta Falcons

The Atlanta Falcons logo features a falcon in flight that also resembles the letter “F,” representing both the team’s name and its mascot.

29. Carrefour

The Carrefour logo, a French multinational retailer, uses the negative space between its red and blue arrows to form the letter “C,” representing the brand’s name.

30. Toyota

The Toyota logo, with its overlapping ovals, not only forms the letter “T” but also represents the steering wheel of a car and includes every letter of the word “Toyota.”


Logos are more than just visual identifiers; they are powerful communication tools that can convey a brand’s essence and values subtly and cleverly. These hidden messages add layers of meaning, making logos memorable and engaging. Next time you look at a logo, take a closer look—you might just discover a hidden message that speaks volumes about the brand.

Have you noticed any other hidden messages in logos? Share your discoveries in the comments below!

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