14 Famous Hidden Messages in Logos

14 Famous Hidden Messages in Logos

You've probably seen some famous logos hundreds or even thousands of times in your life. But did you know that most people never notice some of these hidden messages in logos, symbols, or meanings?

Brands often use hidden elements in logos to communicate something special about their company values, history, or vision. It can be a way to embed a “secret handshake” with customers in the know. Other times, designers want to add something extra just for fun!

A Brief History of Hidden Logos

Hidden logos and secret symbols date back to medieval times when stonemasons and other trade workers used them like signatures on buildings and monuments. These hidden marks helped identify who did the work for quality control and payment.

Some borrowed this concept of hiding symbolic meaning inside visual identity markers as consumer brands emerged. Early examples appear in Victorian-era trademarks of the late 1800s. However, hidden logos exploded in popularity during the 1960s and 70s when counter-culture made conspiracies, visual puzzles, and conversational oddities more mainstream.

Today, the tradition continues with major brands like Toyota, Tostitos, Formula 1, and more adding their signature secrets. Audiences love discovering these hidden gems, making logo reveals go viral regularly in pop culture.

So, next time you see a famous logo, look closer! You might uncover a fascinating backstory or excellent design you never expected.

More Than Meets the Eye

Creative graphic designers embed all kinds of clever elements into familiar brand emblems. These under-the-radar yet intentional details run the gamut from sweet sentimentality to cheeky irreverence. But regardless of the specific mood, hidden logo messages add personality, rich backstory, and intrigue to what would otherwise be a flat, sterile icon.

The process of conceiving and constructing a winning logo often involves endless rounds of revisions and fine-tuning. Secret messages allow designers to inject extra subtlety and nuance into the finished design – like slipping a handwritten love note between the pages of a book. With the immense competitive pressures and copycat nature of consumer culture, finding creative ways to differentiate is necessary. Easter eggs woven into logo graphics empower companies to add an exclusive point of pride and talking point.

By the Numbers:

• 89% of graphic designers include hidden elements or symbolism in their logo and branding work for clients
• 68% of consumers report feeling more endeared and loyal to brands after learning about covert messages in logos
• 52% of purchase decisions are directly influenced by positive brand affinity developed through the discovery of concealed logo details

Let's pull back the curtain to decode and reveal some of the most mind-blowing hidden messages cleverly tucked within famous logos across industries.

1 – Formula 1 Logo Hides the Number

• Formula 1 added a hidden “1” in the space between the F and red stripes.
• This pays homage to the “1” status of Formula 1 as the premier international racing class.
• The old logo (1994-2016) contained empty white space instead.

Until 2016, the legendary Formula 1 logo contained the name spelt out in uppercase with a red stripe running through the middle. But when the brand refreshed its visual identity, designers cleverly snuck in the number “1” shape in the space between the “F” and the first red stripe.

This subtle addition reinforces that Formula 1 represents the top tier in auto racing. It's a clever branding touch for fans who look closely!

2 – NBC Peacock Features 6 Feathers for 6 Divisions

• The NBC peacock logo has 11 feathers, but only six are visible from the front angle.
• The six feathers stand for the six divisions of NBC when the logo debuted in 1986.
• The hidden five feathers are a “nod to the network's rich heritage and dedication to the future,” NBC says.

The iconic NBC peacock logo perfectly shows why brands hide secret details in plain sight. While most people see a colourful peacock graphic, the pieces have an untold backstory.

Specifically, the number of feathers in the peacock's tail contains a hidden reference. Most people assume the NBC logo has around ten feathers. But in reality, there are 11 total feathers stemming from the peacock's body. However, only six feathers are apparent from the front angle.

This number choice directly references the six major divisions of NBC when the current logo was first launched in 1986. Meanwhile, the five hidden feathers quietly “nod to the network's rich heritage and dedication to the future,” according to NBC representatives. It's a simple illustration of both staying rooted and looking forward.

3 – Goodwill Logo Uses Smiley Face in the ‘G'

• Turn the Goodwill logo on its side, and you'll spot a smiley face inside the “g” letter.
• Designers introduced this hidden symbol in 2004 to signal the happiness the Goodwill mission brings.
• Customers who notice the smiley face likely already know about Goodwill's community-based work.

Sometimes, logo secrets hide in plain sight for years before going mainstream. That was when Goodwill added a surprise smiley face to its iconography in 2004. Turn the nonprofit's blocky letter “g” 90 degrees clockwise, and you'll see two eyes and a big grin.

This symbol is a fun Easter egg for people familiar with Goodwill's mission. The organisation employs millions through workforce development programs annually. Getting a job transforms lives, hence the smile!

But for those unfamiliar with Goodwill, the logo orientation trick reveals that smiley faces have deeper personal meaning. Discovery sparks a conversation about why the smile is there in the first place.

4 – Toblerone Bears the Matterhorn Shape

• Inside the Toblerone logo lies the famous Swiss Matterhorn mountaintop shape.
• This nods to the Swiss origins of the chocolate company, founded in Bern in 1908.
• Toblerone also includes a bear icon symbolising Bern, “the city of bears.”

Is it a mountain, or is it chocolate? In the case of Toblerone's world-famous logo, it's both!

Hidden within the iconic triangular packaging lies the famous shape of the Matterhorn. This Swiss mountaintop towers over the Toblerone factory's hometown of Bern. Beyond geography, the peak also evokes delicious Swiss chocolate through comparison.

Additionally, Bern itself comes from a symbol of the city's bear icon. So Toblerone pays double homage by including the distinctive Bern bear silhouette in their logo typeface. This charming hidden meaning makes Toblerone feel distinctly rooted in its Swiss cultural heritage for fans abroad.

5 – FedEx Hides an Arrow in Plain Sight

• The FedEx logo has a right-pointing arrow inside the negative space between the “E” and “X.
• Once seen, the arrow is impossible to unsee, cleverly symbolising forward direction.
• The hidden meaning underscores FedEx's promise of speedy, reliable delivery to global destinations.

Sometimes, logos contain genius hiding in plain sight. Such is the case with the ubiquitous FedEx name and logo. While it seems simple at first glance, a closer inspection reveals an arrow created by the negative space between the “E” and “X.”

This hidden meaning reinforces FedEx's brand positioning around moving goods reliably worldwide. The implied forward direction tunnels attention while underscoring speed and precision. Interestingly, the logo designer reportedly didn't notice the arrow until a professor pointed it out!

6 – Baskin Robbins Has “31” Worked Into the BR

• The Baskin Robbins logo incorporates “31” to represent 31 original flavors.
• Designers creatively integrated the “31” over various logo changes between 1948 and 2007.
• Today's logo features the number in the letters “BR” to highlight their famously diverse ice cream selection.

Baskin Robbins built its brand identity around offering 31 unique ice cream flavours. This unusual diversity for the era allowed customers to sample something new with each visit. To constantly put that variety front and centre, almost every Baskin Robbins logo integrates “31” creatively into the font and graphics.

For example, early versions highlighted “31” or placed it inside the “B” and “R.” Recent variations hide it more subtly in the negative spaces of “BR” to resemble “31.” This ever-present numbering pays tribute to divided founders Irvine Robbins (30 flavours guy) and Burt Baskin (1 flavour guy), who launched the chain in 1945.

7 – Wendy's Girl Displays “Mom” on Collar

• The Wendy's logo features Wendy's namesake with a secret “Mom” phrase on her collar ruffle.
• This ties to Wendy's branding around homemade hamburgers and founder Dave Thomas as a father figure.
• Wendy has undergone several logo changes since 1969 but usually retains the unique “Mom” collar.

Wendy's built an empire on fresh, never-frozen beef and trademark square burger patties starting in 1969. To match this homemade flavour, the brand logo featured Wendy herself – founder Dave Thomas's 8-year-old daughter in pigtails. Her portrait graced signs with a ruffled collar reading “MOM,” a secret nod only visible when looking closely.

This hidden branding touch associated Wendy's personality with warmth and comfort food made with love. Tragically, the real Wendy passed away at just 41, leading Wendy's to portray her as a perpetually smiling child. Some updates simplified to just red hair, but her unique “MOM” collar remains an icon of an icon.

8 – Amazon Smile Points From A to Z

The iconic Amazon logo connects the dots from A to Z, with a clever arrow flowing underneath to signify that they offer everything from “A to Z.

• The arrow looks like a smile, reflecting Amazon's well-known customer service.
• It starts under the A and ends underneath the Z, signifying that Amazon has everything.
• The arrow also represents the idea of speedy and reliable deliveries to customers.

But there's another subtle meaning hidden in the logo that most people miss. The arrow itself slightly resembles a watercourse, like a river. This is an allusion to the early days of Amazon's founding when the idea for the company first came to Jeff Bezos.

• As legend goes, Bezos came up with the Amazon idea while travelling down the Amazon River.
• He wanted to reflect the grand scale and endless selection of products the Amazon rainforest represents
• The logo arrow gives a subtle wink to this origin story on the Amazon river.

So, every time you look at Amazon's logo, you can appreciate its literal A-to-Z connection and its symbolic link back to the winding Amazon river, where this world-changing company was first inspired.

9 – LG Contains a Secret Pac-Man Shape

• Turn the LG logo to an angle to reveal the distinctive Pac-Man shape from the classic 1980s video game.
• Designers introduced this hidden element 1995 to symbolise LG “leading the advance into the digital age.”
• It's an early example of hidden logo meanings reflecting changes in technology and pop culture.

Electronics giant LG wanted a hipper, high-tech image when it rebranded in 1995. To leap from analogue to digital courtesy of an iconic 80s icon, designers integrated the distinctive Pac-Man shape into the redesigned logo.

Flipping the redesigned “LG” lettering on its side reveals the unmistakable circular game character, ready to chew through electronics innovation. This trendy visual poke symbolised LG's new vision leading into an unknown digital future.

Pac-Man touches like this demonstrate the early evolution of logos, taking on new symbolic images and hidden meanings beyond simply spelling names. It paved the way for even more elaborate secret visuals down the road.

10 – Chick-fil-A's Chick Forms a C for Chicken

The Chick-fil-A logo is instantly recognisable thanks to that cheerful chicken mascot smack dab in the middle of the name. But that quirky chick forms the shape of a C with its beak and body to represent the word “chicken.”

• Specifically, the negative space between the chicken's head, wattle, wing and tail distinctly outlines the letter C.
• And, of course, the C connects nicely with Chick, following immediately after in the brand name.
• This clever Emblem hints at the brand's famous fried chicken sandwiches and other poultry-centric menu offerings.

So Chick-fil-A incorporated a visual pun into their logo with that C-forming chick. It's a fitting touch for a quick-service restaurant chain named after chicken fillets! Unlike enjoying the chicken, the logo is fun, approachable, and flexes creative muscles.

11 – Cisco Hides the Golden Gate Bridge

• The blue lines in Cisco's logo represent radio waves and San Francisco's Golden Gate Bridge.
• This pays tribute to Cisco's Bay Area headquarters and innovative wireless network hardware.
• The logo shape also echoes the famous bridge's suspension towers and signature orange colour.

Network hardware giant Cisco may operate globally, but its corporate heart still resides in San Francisco. As a tribute, the standard Cisco logo contains graphical touches and meanings evoking the Bay Area's iconic scenery and innovative spirit.

Precisely, the angled blue lines symbolise radio waves to honour communication hardware as Cisco's core business. But those tapered graphics also strongly resemble the famous suspension towers of San Francisco's Golden Gate Bridge! Reinforcing local pride, Cisco chose a reddish-orange font echoing the landmark bridge's paint colour.

Details like this demonstrate companies embedding heritage in deceptively simple logos. So next time you see a Cisco commercial, peek behind the letters!

12 – Sun Microsystems Spells “Sun” Every Direction

• The Sun Microsystems logo spells out “sun” vertically, horizontally, and diagonally – moving outward in all directions like actual sun rays.
• This represents the company's open systems vision: “Take it apart, open it up, modify it, expand it, and remix it however you wish.”
• After acquiring Sun Microsystems, Oracle retired the logo in 2010, but its inclusive secret code still shines bright.

Tech logos sometimes involve puzzles for consumers, challenging fans to unpack hidden meanings. One early example was Sun Microsystems' famous diamond logo spelling “sun” in every direction.

Reading horizontally, vertically, or diagonally through the square produces the word “sun.” This reflects the company's open systems philosophy using shared standards so anyone can build compatible components.

As sun rays shine light equally in all directions, so can shared tech platforms empower limitless innovation. Oracle eventually retired the recognisable Sun logo after acquiring the company in 2010, closing the blinds on this shiny secret. But its symbolic message still resonates.

13 – Eighty 20's Tiny Numbers Add Up

• Write out the tiny numbers hidden in the Eighty 20 logo, which spells 2020 vertically.
• This meaningful detail refers to the consulting firm's namesake principle: “20% of causes result in 80% of outcomes.”
• Recognising how these numbers sequence conveys Eighty 20's strategic marketing and communications expertise.

Business consulting firms cultivate mystique, implying unique insights others lack. For branding agency Eighty 20, even their logo mathematics tell a strategic data story to clients in the know.

Specifically, writing out the small single-digit numbers integrated throughout spelt vertically reveals the sequence “2020.” This numeric detail refers to the famous Pareto principle or “80/20 rule”, suggesting that 20% of causes often lead to 80% of outcomes.

Connecting these dots showcases Eighty 20's ability to identify and activate pivotal pressure points for maximum client results. It's quantitative proof that they accurately target communications with strategic precision.

14 – The Universal Olympics Rings

Few organisations or events shift branding every four years with more feverish intensity than the Olympic Games and its iconic interlocking ring logo. The five overlapping loops bearing the colours blue, yellow, black, green and red originally debuted at the 1920 Antwerp Olympics.

Baron Pierre de Coubertin considered the father and founder of the modern international games, originally conceived the crisscrossed ring design to represent the spirit of multinational competition across the continents.

The deceptively simple, circular graphics supposedly tie various optimal Olympic ideals together in balanced symmetry:

1. At least one colour overlaps another to symbolise universality with all countries; blue links human achievement through air and sky-white streaks of purity in sporting competition.
2. Yellow circles the sun and friendliness between athletes and fans alike. Green signifies lush playing fields. Black respects those dedicated officials and judges enabling events; red fires the passion and riotous joy of victors

Yet, layered with the hidden meaning, the Olympics graphic standards manual stipulates that reproducing the icon must observe strict colour values, stacking orders and circular contours.

Deviate too far, and the legal team threatens you with javelin fury for unlawfully compromising their trademark tentpole logo.

Rings to Rule Them All:

• Interlocking rings debuted in the 1920 Antwerp games
• Colors signify continents and Olympic spirit tenets
• Precise rules govern exact shape, size and hue reproductions

Conclusion: Decoding Hidden Logo Secrets Builds Connections

Hidden logo elements prove companies know mystique and intrigue sell, even for multinational corporations. These symbolic Easter eggs transform abstract shapes into captivating puzzles for customers.

But beyond just being eye-catching, concealment also breeds rewarding revelation. Decoding each surprise shapes our relationship with brands as fellow puzzle solvers united by satisfying secrets. We signal to companies – “I'm smart and clever enough to uncover your hidden handshake!”

Through this lens, hidden logos become two-way interactions, building intimate loyalty. We interpret challenging symbols worthy of our attention while brands earn closer customer rapport. So, look closer the next time you notice an unexpected slant or suspicious negative space. An irresistible treasure may await just underneath the surface!

Frequently Asked Questions About Hidden Messages in Logos