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What logos have a secret meaning?

What logos have a secret meaning?

Many of the world’s most recognizable logos actually contain hidden meanings and secrets. At first glance, these logos may seem simple or straightforward. However, clever designers have incorporated subtle visual cues and concepts into them. These hidden aspects represent core values, ideals, and even the legacy of the companies they represent. Understanding the secret meanings behind famous logos can give you a whole new appreciation for these ubiquitous images.

Why Do Logos Contain Hidden Meanings?

There are several key reasons why logos often contain additional layers of symbolism and meaning beyond what meets the eye:

– To communicate core values and principles: By baking hidden meanings into a logo, designers can subtly convey what a brand stands for. The hidden symbols reflect qualities like innovation, trust, speed, and more.

– For storytelling purposes: Hidden cues provide an opportunity to communicate the history, legacy or myths behind a company. The symbols tell a story in a condensed visual way.

– To add depth: Hidden symbols require closer inspection, adding a sense of mystery and depth to a logo. This helps the logo design stand out and gives viewers something interesting to decipher.

– To aid recognition: When logos contain additional meanings, it sticks in people’s heads better and makes the image more recognizable and memorable.

– To differentiate from competitors: A logo with hidden nuances has an edge over straightforward or generic logos, giving the brand an added level of uniqueness and differentiation.

Smart logo designers leverage these secret meanings strategically when crafting a logo, knowing it will connect on a deeper level with the intended audience.

Examples of Logos With Hidden Meanings

Let’s explore some famous examples of logos that contain secret visual references, cues andpunben meanings:


The iconic Amazon logo neatly combines the company name with a visual representation of its values and offerings. The yellow arrow starts at the letter “A” and points to the letter “Z”, meaning Amazon carries every product from A to Z. The arrow also resembles a smile, representing the happiness and satisfaction customers feel shopping on Amazon.


Look closely between the “E” and “X” in the FedEx logo, and you’ll notice a hidden arrow. This arrow was deliberately designed to create subliminal forward momentum, symbolizing speed and precision. These qualities represent the core promise of reliable overnight delivery.

Baskin Robbins

The logo for Baskin Robbins is playful, with the letters “BR” in a pink font that resembles ice cream. But those two letters also cleverly integrate the number “31”, reminding customers of the 31 original flavors. This detail ties in nicely with the brand’s identity.


The famous mountain-shaped Toblerone chocolate logo actually represents a real Swiss landmark – the Matterhorn. This hidden imagery reflects the brand’s origins in the mountainous regions of Switzerland. The bear hidden in the logo is the symbol of Bern, Switzerland where Theodor Tobler first created the chocolate.

Formula 1

At first, the “F1” logo simply appears to use the initials for Formula 1 racing. But the negative space between the F and 1 creates a visual of a speeding race car, underscoring the sport’s focus on speed and performance.


The overlapping blue and white quarters in the BMW logo symbolize a spinning airplane propeller. This hidden element pays tribute to BMW’s early history as an aircraft engine manufacturer in the 1920s and 1930s. The company still builds aircraft engines today.


Cisco’s abstract logo is meant to depict the Golden Gate Bridge in San Francisco, representing the company’s home base. The vertical lines are the suspension cables, and the angled line on top symbolizes the road. Knowing this, the Golden Gate Bridge is easy to visualize within the logo.


Roxy’s logo features a heart shape made from two Quiksilver logos, symbolizing its founder’s passion for surfing and the brand’s mission to spread the “Roxy love” lifestyle. The heart shape also gives the logo a feminine touch, contrasting with the rugged Quiksilver branding.


The letters “V” and “A” in the Vaio logo combine to look like an analog wave, representing sound. This hidden imagery ties back to Sony’s core audiovisual technologies and expertise. It’s a clever way to work audio cues into the logo for their personal computer brand Vaio.


At first glance, Elefont’s logo appears to just be a simple font with a fancy “e.” But the empty space in the “e” actually reveals the hidden image of an elephant, visualizing the brand name in a clever, subtle way.

Eighty 20

The Eighty 20 logo uses negative space creatively, with the white space between the two coloured squares forming the outline of numbers 8 and 2, or “eighty 20.” This integrated design is a visually engaging way of spelling out the brand name.


The LG logo contains two stylized letters L and G, but the design is far from arbitrary. The L represents a person and the G portrays a globe, underlying the brand’s vision of global communication between people. The globe detail highlights LG’s origins as an international electronics company based in South Korea.


One of the more famous secret logo meanings lies in the Pepsi logo. If you look closely, the white space between the letters creates the shape of a smile, representing joy and positivity. Additionally, the round logo and blue and red colors are meant to evoke patriotism and dependability.

Museum of London

The Museum of London logo is both typographic and pictorial. The letters M and L seamlessly integrate with colorful graphics depicting the geography of London and the River Thames, conveying a strong sense of location. The 3D visual effectively captures the museum’s focus on portraying London’s rich history.

Atlanta Falcons

The Atlanta Falcons logo is already pretty literal, featuring the head of a falcon. But the negative space around the falcon’s mouth forms the shape of the letter F, for “Falcons.” This hidden detail intertwines with the graphic to reinforce the team name cleverly.

Hope for African Children Initiative

This nonprofit cleverly hides the outline of the African continent within their acronym, HACI. The negative space draws attention to their mission of supporting children’s welfare across Africa. It’s an ingenious way to integrate geography into the logo meaningfully.


NBC’s logo contains a hidden peacock gazing to the right. The stylized feathers of the peacock’s tail evoke imagery of a broadcast antenna. This represents NBC’s leadership in broadcasting while paying homage to the network’s historic use of the peacock in its branding.

Why Logo Designers Hide Meanings

After seeing examples of hidden symbols in prominent logos, you may wonder why designers go to such lengths to incorporate them. Here are some of the key motivations behind baking extra meaning into logos:

– Makes logos more engaging and interactive by giving audiences something subtle to uncover

– Helps logos tell stories and convey values in deeper, more effective ways

– Allows brands to reference their history, location, field or inspiration through imagery

– Differentiates logos from competitors to make them more distinctive and memorable

– Adds an extra layer beyond just spelling out the company name textually

– Provides opportunities to incorporate visual puns, imagery and creativity in abstract logo designs

– Generates buzz, interest and added publicity when hidden meanings are discovered and shared

Overall, hidden meanings help logos stand out while speaking to the core identity of the brand on multiple levels. When layered properly, additional symbolism and imagery in logo design packs a powerful punch.


Many of the world’s most famous logos contain additional secrets and meaning beyond what’s visible at a quick glance. Clever designers integrate subtle cues, icons, symbols and visual puns to represent qualities like innovation, speed, geography, values and more. Hidden messages allow logos to convey the legacy and persona of the brand while giving audiences an insider experience decoding them. So next time you see a well-known logo, take a closer look – you may discover an insightful hidden meaning you never knew was there!