20 Clever Logos with Hidden Meanings

20 Clever Logos with Hidden Meanings

Logos are all around us. 

They scream from billboards, murmur from mobile screens, and prod us as we wander supermarket aisles. 

But the greatest ones? They do more than just catch our gaze. They tell a story, pique our curiosity, and reward those who give them a second glance.

How often have you strolled past the FedEx logo without seeing the arrow hidden in its negative space? Or supped on Toblerone hot chocolate, unaware of the bear concealed within the mountain?

These concealed treasures aren’t design gimmicks. They’re small acts of revolt against a world that never stops, never looks appropriately, and always hurries to something new. They’re invitations to pause, notice, and recognise the craft of visual storytelling.

In the next few minutes, we will look at 20 clever logos that have perfected this art of hidden meaning. Some might make you smile; others will make you gasp. But they will all change the branding for you forever.

Ready for a fresh take on the world’s emblems? Let’s get started.

The Power of Visual Storytelling

In our fast-moving world, brands only have seconds to grab our attention. 

This is where clever logos come into play. Not only are they visually appealing, but they also appeal to our brains. 

These small wonders of design have much power behind them as they can convey complicated ideas in an easy-to-remember way.

The Importance of Hidden Meanings

Hidden meanings in logos are not only used for entertainment (although that’s one reason). They fulfil a vital role:

• They help make logos stick in people’s minds
• They give consumers something to discover
• They add layers to what a brand represents
• They get people talking and drive up involvement with a company

1. Amazon: From A to Z and Then Some

Let’s start with a logo we have all seen a thousand times before Amazon. 

But have you ever really LOOKED at it? 

That little swoosh under the name isn’t just some fancy underline. It’s an arrow pointing from A to Z, which means that Amazon sells everything from A to Z. Pretty clever, huh?

But wait, there’s more! The arrow also makes a smile, showing that Amazon is customer-friendly. It’s like a visual pun that works on different levels. Now THAT’s innovative branding!

Amazon’s logo hasn’t always been so sly; it has gone through many changes:

1995: An “A” with a river running through it.

1997: Amazon.com with a slight downward curve.

2000: The current logo has a subliminal arrow/smile.

Each version says something about where the company was at in its history and how it saw itself. This is what I call an evolution of design!

2. FedEx: The Hidden Arrow of Excellence

We’re going to talk about FedEx because it’s related to arrows. 

Their logo is a wordmark at first glance. However, looking closer between the ‘E’ and the ‘x’, you will see an arrow made by the negative space.

The arrow isn’t just some remarkable little design aspect, though – it represents moving forward quickly and accurately; in other words, delivery service! 

It shows how sometimes we can use nothing or empty areas (negative spaces) around an object or within letters to evoke positive emotions or ideas about something else entirely…

FedEx’s cleverness doesn’t stop at design alone; this particular element taps directly into our love for patterns and hidden messages. 

People tend to feel satisfied with themselves when they notice it like they’ve figured out some secret puzzle or easter egg that nobody else caught onto yet. 

They then transfer these good feelings onto whatever brand was responsible for making them feel this way in the first place–talk about subliminal advertising!

3. Toblerone: A Bear Necessity

Now, let’s make things a little sweeter with Toblerone. 

This triangular chocolate bar conceals a bear in its logo. Look at the mountain on the packaging. Do you see that little guy standing up on its hind legs? 

It’s a nod to Bern, Switzerland, where Toblerone was first made; Bern is also known as the “City of Bears.”

But this branding brilliance isn’t limited to the surface level. The chocolate’s shape mirrors the Swiss Alps – so it’s a multi-dimensional taste bud trip connecting yumminess with sight and geography.

In 2016, UK Toblerone underwent a bit of a shape change; gaps between triangles were increased, leaving some people feeling like they’d lost what used to be uniquely theirs (as if!) and causing public outrage for what many saw as an attempt by big bad business against national identity!

4. Baskin Robbins: 31 Flavours of Clever

Ice cream lovers, this is for you. 

The “31 flavours” concept of Baskin-Robbins, one for each day of the month, is well-known. But did you know that it is also cleverly hidden in their logo? Look at the “BR”—the pink portions of those letters make up the number 31.

This logo was introduced in 2005 and is an excellent example of how brands can update their look without losing who they are at heart; it’s like serving nostalgia with a twist.

The pink and blue found within Baskin Robbins’ logo aren’t just aesthetically pleasing hues – they’re strategic:

Pink: Sugary-sweetness & fun

Blue: Trustworthiness & reliability

Combined, these colours convey a lively yet dependable, visually appetising image!

5. Gillette: Cutting-Edge Design

One thing about Gillette’s logo is its sharpness. 

Did you see those angles on the “G” and “i”? It’s a small representation of how exact their razors are. Additionally, the incision could be seen as moving forward or bringing change.

This symbol has remained the same since 1974; therefore, good design always stays in style. This shows you the impact a logo can have without using words.

How Gillette’s slogan evolved

Though different from each other, every one of Gillette’s slogans throughout time has been centred around manhood and greatness:

1910s: The Razor of the United States Army and Navy

1960s: Look Sharp, Feel Sharp, Be Sharp

1989: The Best a Man Can Get

2023: The Best a Man Can Be

They all match well with images found in their logos, which depict accuracy through pointed lines that meet perfectly. Brands don’t get more cohesive than this!

6. NBC: A Proud Peacock

The flashy logo of NBC is easily one of the most famous on television, but its design has more to it than meets the eye.

The peacock’s tail feathers are each a different colour because they represent various branches of NBC. The network introduced this symbol in 1956 to celebrate its transition into colour broadcasting.

In the direction this peacock faces – towards its right– there stands for moving ahead and keeping up with progress; after all, we’re talking about TV!

7. Vaio: Analogue Meets Digital

Do you remember the Vaio computers made by Sony? 

Their logo is an ideal mix of analogue and digital symbolism. The “VA” stands for an analogue wave, while the “IO” represents binary code (1 and 0). This cleverly hints at the merging of analogue and digital technologies.

This emblem is an excellent case of how design can communicate complicated technological ideas simply and visually appealingly. It’s like a small piece of art that narrates the story of the digital revolution.

In 2014, Sony sold off its Vaio PC business, marking this intelligent logo's end of the reign. This serves as a reminder that no matter how brilliant branding maybe, even the most ingenious ones won’t save product lines if market conditions change. Nevertheless, the Vaio logo will always remain classic in terms of design.

8. Goodwill: The Smiling G

The logo of Goodwill is positivity personified. And they show it by using negative space so smartly. Their logo's lower part of the ‘g’ creates a smiley face. This subtle move only further emphasises the organisation’s mission to help people and spread goodwill.

This 2018 introduced logo is an excellent example of how rebranding can keep a company’s values intact while giving it new life with modern vibes. It’s like putting a smile on your brand!

Goodwill didn’t just make their logo cute with this smile–they made it strategic too! Research shows that smiles can cause positive emotional responses in humans, so when you see one, you already feel good about it before entering the store.

9. Cisco: More Than Just Lines

When you first see it, the logo for Cisco might look like a set of vertical lines. 

However, if you examine them closely, you will see that those lines make up the Golden Gate Bridge in San Francisco, where the company was established. 

This intelligent gesture towards their origins aims to connect people (like a bridge).

Yet this is not where the cleverness ends; these lines can also represent a digital signal — such is Cisco’s place in the digital world—a multi-level design like their multilayered network solutions.

Since its inception in 1984, there have been multiple versions of Cisco’s logo:

1984: A stylised Golden Gate Bridge

The 1990s: Stripped-down vertical line representation

2006: Streamlined modern take on these same lines

Each rendition has stayed true to its core concept while adapting to design trends over time – a great illustration that logos can change while still being recognisable.

10. Tostitos: The Hidden Fiesta

Chip break, anyone? There’s a neat little secret in Tostitos’ logo. Those two “T”s that sit in the middle aren’t just any two “T”s — they’re two people sharing a chip over a bowl of salsa (the dot on the “i”). It’s like a tiny party emblem!

This brilliant piece of design supports Tostitos’ positioning as a social snack. It’s not just about the chips but the sharing and fun that goes with them. Now, that’s some delicious branding!

By including an image of people sharing in their logo, Tostitos appeals to social proof — a psychological phenomenon. This subtle iconography implies that eating Tostitos is something you do with other people and could, therefore, affect what buyers do. In marketing psychology, this is about as small as it gets!

11. LG: The Winking Emoji

LG’s logo is an easily recognisable emblem of simplicity and concealed meanings. 

For the first time, it appears to be no more than a circle with the letters “L” and “G.” But if you take another look — you’ll see that these represent a face! 

The nose is formed by an “L,” while all other parts make up one half of a winking eye along with another letter “, G”, which serves as its remainder.

This amiable visage relates to LG’s motto -“Life’s Good”- thereby establishing consistent brand recognition, where every encounter with its symbol feels like winking happily!

LG has utilised the golden ratio when designing its logo. In terms of aesthetics, this mathematical principle dictates that proportions within circles should be followed along with letter placement. Science meets art once again for successful logo design

12. Wendy's: A Hidden Message from Mom

Wendy’s brand can be recognised easily due to its logo, which is a friendly red-haired girl. However, have you ever noticed the word hidden in the collar of Wendy’s portrait? Take a closer look, and you’ll see that ‘Mom’ subtly worked into the ruffles.

This little detail isn’t included for no reason at all. Dave Thomas founded Wendy’s and named it after his daughter Melinda Lou “Wendy” Thomas. The ‘Mom’ in the collar is an affectionate tribute to Dave’s wife, Wendy’s mother.

It’s such heartwarming details like these that make global brands feel personal. They remind us that there are human beings behind every large company; in this case, there is nothing more than a family story — love, closeness, and traditional home cooking at its finest from Wendy's standpoint!

13. Beats: The Beat Goes On

The emblem for Beats by Dre, a well-known headphone company, may appear to be just a lowercase letter ‘b' inside of a circle. However, this design is more complex than it seems.

The ‘b’ is shaped like a head with headphones on its ears. The circle represents an ear, and the straight line forms the headband of these headphones. It’s an intelligent way to show what their product looks like visually.

But wait – there’s more! This logo also resembles a musical note, which makes sense, considering that high-quality sound production is central to their brand identity. They’ve managed to create something that represents what they do best (make great-sounding products) and who they are as people (music lovers).

That being said, let's remember this other part too: In addition to serving all purposes mentioned before, it could also serve as any other kind of emblem or insignia related in general terms towards music itself, such as bands, etc.

14. Carrefour: The (Not so) Hidden C

The French supermarket chain Carrefour has a logo that is simple and clever. It is merely two arrows pointing in opposite directions, but the negative space between them forms a “C” for Carrefour.

The significance of the arrows does not end there; they also represent two sides of a crossroads (which is what carrefour means in French). This is a logo that can work across languages as well as on different levels.

Red and blue are used in Carrefour’s logo – shades frequently associated with France (like their flag). Nevertheless, these colours do carry some psychological weight, too:

Red: Energy, excitement, boldness

Blue: Trust, stability, calmness

Combined, they produce an equilibrium and attractive visual identity – almost as if all brand strategies have been wrapped into one neat package.

15. The Bronx Zoo: A Skyline Safari

The Bronx Zoo logo is a delightful optical illusion. At first, you might just see the giraffes and birds. But look at the negative space between the animal legs – it forms the New York City skyline!

This clever design represents the zoo's animal inhabitants and urban location in a straightforward image. It's a perfect example of how a logo can tell a complex story with just a few well-placed lines.

Adding this New York City landmark to their brand mark, The Bronx Zoo shows they are deeply rooted within their community. This can foster pride among locals, thus increasing their support and attendance rates, which may have been low before. Such subtlety speaks volumes by saying: “We belong here too”.

16. Sun Microsystems: A 360-Degree Logo

Sun Microsystems is no longer with us — they were acquired by Oracle in 2010. But its logo still stands as one of the greatest logos ever designed. Initially, it may seem like a haphazard bunch of wavy lines. However, those lines form the word “SUN” no matter how you look at them.

Professor Vaughan Pratt created this ambigram and embodied everything innovative about the company. It’s almost as if they’re saying, “We look good from every angle!”

Even though Sun Microsystems isn’t independent anymore, its logo design remains an object of study and inspiration for many people. It’s a sign that clever branding can outlive even the company itself –– and continue to motivate others long past its expiration date.

17. Milwaukee Brewers: Play Ball!

Frequently, sports logos are clever. However, the old logo of Milwaukee Brewers (utilised between 1978 and 1993) is beyond comparison. It looks like a baseball mitt at first sight. But if you examine it closely – the thumb and fingers create an “M” while the pocket makes a “B”.

This mark has included the team’s initials, their sport, and a sense of fun in a straightforward design. Therefore, it’s unsurprising that many fans prefer this “retro” logo over the current branding.

The Power of Nostalgia in Branding

The fact that Brewers’ old logo has remained popular illustrates how powerful nostalgia can be in branding. Although it is no longer being used as an official emblem for the team, people still widely use and love it among fans. It serves as proof that sometimes old ways are better ways.

18. Formula 1: Speed and Negative Space

The 1994 redesign of the Formula 1 logo represents speed and precision.

The number ‘1’ is formed by the negative space between the ‘F’ and the red shape. This intelligent use of space makes for a logo that can be read as ‘F1’ and ‘Formula 1’.

The sloping design and rounded corners create an impression of movement and velocity, vividly reflecting the spirit of Formula 1 racing.

19. Tour de France: The Hidden Cyclist

The logo for the Tour de France is an example of design cleverness. All you see is text at first. But if you take a closer look, there’s a cyclist hidden within the letters. The back wheel is created by ‘o’, the seat by ‘u’, and the rider by ‘r’. This shows how words can be made into pictures.

The Tour de France logo demonstrates that text can be more than words. Logos can still be readable and visually interesting through manipulating letterforms, as shown in this example. Achieving such a balance may be tricky, but the outcome is always memorable once it's accomplished.

20. Spartan Golf Club: Double Vision

Finally, we will start with the Spartan Golf Club logo. This design is considered an intelligent representation of dual imagery. Apart from seeing a golfer mid-swing at first sight, take another look—it’s also the head of a Spartan warrior!

This logo is outstanding because it merges golf with the club’s name to create something relevant and unforgettable design. It seems like they have achieved a hole-in-one in logo creation.

The Spartan Golf Club logo can be described as a pun in visual form; this accounts for its great effectiveness. When we encounter visual puns, our brains get involved differently, and we tend to feel smart after comprehending them. Eventually, such positive feelings are linked with brands, thus creating strong emotional bonds.

Other Notable Clever Logos

Roxy

The clever element in the Roxy logo design lies in its creative symbolism. The logo features two identical shapes that come together to form a heart. These shapes are derived from the logo of its parent brand, Quiksilver.

The designers ingeniously crafted a new emblem representing Roxy's adventurous and youthful spirit by rotating and mirroring the Quiksilver logo. This transformation conveys a sense of unity and connection. It adds a touch of warmth and charm, perfectly capturing the brand's essence of adventure and passion for surfing and snowboarding.

Pittsburgh Zoo & PPG Aquarium

The Pittsburgh Zoo & PPG Aquarium logo is a fascinating piece of design that cleverly incorporates hidden images. If you observe the negative space around the central tree, it reveals two distinct animal profiles.

On one side, you'll find the striking outline of a gorilla's face, meticulously crafted from the contours surrounding the tree. A lion's head emerges on the opposite side, perfectly balancing the composition.

These hidden illustrations are a brilliant example of using negative space to convey more profound meaning and connection to the zoo and aquarium's diverse wildlife. The design invites viewers to look more closely, revealing the creative genius in such a simple yet intricate logo.

The Hartford Whalers

The Hartford Whalers logo is a masterful example of using colour and negative space to incorporate multiple symbols. At first glance, the logo presents a simple yet striking design. However, upon closer inspection, it reveals a clever interplay of shapes and colours.

At the heart of the logo, the letter ‘H' materialises in white, subtly nestled between green and blue elements. This design choice emphasises the team's initials without overwhelming the viewer. Meanwhile, the ‘W' is artfully formed at the logo's base in a vibrant green, adding a distinct and intentional grounding to the design.

Furthermore, using blue creates a familiar whale's tail, a nod to the team's name and maritime imagery. This clever use of negative space ensures the logo is memorable and rich with visual storytelling. By integrating these symbols seamlessly, the logo exemplifies how effective design can convey multiple messages with simple elements.

London Symphony Orchestra

The logo of the London Symphony Orchestra cleverly captures the essence of a conductor in action. Its design is an artistic play on the abbreviation “LSO” and a creative depiction of a conductor leading an orchestra.

The letters are stylised in a way where the ‘L' and ‘O' mirror the movement of a conductor's sweeping arms. These elements form an abstract image of a figure with outstretched arms, suggesting the dynamic and fluid motion of someone guiding a musical performance. This thoughtful integration makes the logo both visually appealing and conceptually rich, effortlessly linking the orchestra's identity with the iconic image of a conductor.

Wrapping Up: The Art and Science of Logo Design

Indeed, logo design is brimming with ingenious techniques and delightful surprises. These 20 clever logos are just a few examples of what can be done when branding gets creative; they all show how much more there is than meets the eye. A good logo isn’t just a nice picture – it tells stories, acts as puzzles, or even presents as works of art.

But making such imaginative designs isn’t only about being clever or artistic. It’s also about psychology, marketing strategy, and design principles. The best ones can express complex ideas through simplicity because they instantly click with viewers who respond to them emotionally.

Hence, whenever you encounter any brand symbol next time, spare some seconds for a more profound observation. You could end up unearthing an inventive masterpiece like no other in graphics.

And who knows? This might inspire you to look at your identity system from a fresh perspective.

Remember – sometimes within branding worlds, often behind plain sights, lays hidden messages with the most extraordinary powers.

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