10 global brands with hidden messages

You probably already know the story behind the famous FedEx logo and its clever use of negative space. But of course, it’s hardly the only logo with a “hidden message.”

We’ve created this little collection for you to examine a little closer! The one that has fooled me for years is the Toblerone logo design, very clever to say the least! Amazon, Museum of London and F1 are particularly cool. How many of these sneaky messages would you have spotted without the help?

1. FedEX – advertise their speed and delivery accuracy more than you think, and actually promote these factors in their logo design by hiding an arrow in between the ‘E’ and ‘x’.

2. Amazon – The yellow underlining arrow in the Amazon logotype points from the ‘a’ to the ‘z” which illustrates the sheer variety of products that the online retailer sell. Its also shaped as a smile which represents customer satisfaction.

3. Toblerone – The Toblerone brand comes from Berne in Switzerland which is also known as the city of bears. Can you spot the bear hiding within the mountain?

4. LG – The face seen in the LG logo is made up of the letter of the brand – with ‘L’ illustrating a nose and the ‘G’ forming the remainder of the face. There are claims that this coincidentally also looks like a modified Pacman symbol!

5. Kolner Zoo – Cologne zoo doesn’t only Cleverly display a rhino and giraffe in the elephants negative space but the two spires of Cologne Cathedral, the city’s most recognisable landmark.

6. Museum of London – This logo design for the Museum of London is eye catching with it’s colours and swirls and actually represent the geographical areas of London expanded through history.

7. Formula 1 – Formula 1 these days is simplified and known as F1. The black ‘F’ and the red pattern signifying speed but where does the 1 come in? Take a closer look as it’s in the space between the two elements.

8. Baskin Robbins – The ice cream chain offer a variety of 31 different flavours and the number 31 has been incorporated within the ‘B’ and ‘R’ in pink.

9. Pittsburgh Zoo – This clever logo displays a few hidden messages. Not only does it include a gorilla and lion staring at each other but these animals have been created using the white space created by the tree and so have the fish at the bottom of the tree.

10. Goodwill – At first glance the Goodwill logo shows a smiley face, however on closer inspection of the logo design the smiley face actually forms part of the ‘g’. Very clever!

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