(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/logo.jpg alt: logo design)
**Your company’s logo forms a hugely important part of your branding.**
It has to convey the promise you make to your customers, showcase your professionalism, and help you stand out from your competition. We all know that some businesses do it better than others. But there are those that always go one step further.
Here are 15 examples of hidden images in famous logos:
**1. FedEx**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/1.jpg alt: FedEx logo)
Perhaps the most famous example of hidden images in logos; the FedEx arrow is a great example of clever creative design. By simply altering the size and spacing of the letters, the arrow – created with negative space – is a great way to reinforce brand values. The arrow symbolises the company’s speed, precision, and promise to always deliver safely and securely.
**2. Amazon**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/2.jpg alt: Amazon logo)
Another famous example is the Amazon arrow. Linking the ‘a’ and the ‘z’, this symbolises that the ecommerce store sells everything you could want – everything from ‘a’ to ‘z’. Look at it again, and the arrow also looks like a smile – which did you see first?
**3. Toblerone**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/3.jpg alt: Toblerone logo)
Toblerone hales from Bern in Switzerland, a town often know as The City of Bears. Take a close look at the mountain in this famous logo, can you see the outline of a bear? This is a subtle but great nod to the product’s heritage.
**4. NBC**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/4.jpg alt: NBC logo)
NBC is one of the biggest TV networks in the states. The peacock in this logo has a vibrant tail which referred to the six divisions of the corporation at the time of design. He is looking right to symbolise the company’s forward-thinking values – the peacock is looking ahead, not backwards.
**5. The Tour de France**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/5.jpg alt: Le Tour de France logo)
Many people have never noticed the hidden images in the Tour de France logo design. The letters ‘o’, ‘u’ and ‘r’ help form the shape of a cyclist, with the orange circle finishing off the image. This helps symbolise what the event is, and reinforce the branding.
**6. London Symphony Orchestra**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/6.jpg alt: London Symphony Orchestra logo)
The design of the London Symphony Orchestra logo is more than just a swirly line. The logo forms the ‘l’, ‘s’, and ‘o’ shapes, but that’s not all. When you look closely, you can see the conductor of the orchestra. The ‘s’ forms his head and torso, while the ‘l’ and ‘o’ are his arms. Clever, huh?
**7. Baskin Robbins**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/7.jpg alt: Baskin Robbins logo)
Ice cream brand Baskin Robbins gave their logo a refresh to coincide with their 30th anniversary. They used this opportunity to reflect their brand history, and create a logo their customers could recognise. The pink detailing in the ‘b’ and ‘r’ form the number 31, reflecting the number of original ice cream flavours. This is a really clever way to recognise brand history, but show where the business has come.
**8. Museum of London**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/8.jpg alt: Museum of London logo)
The Museum of London logo looks like a simple series of coloured shapes. However, the hidden meaning behind these shapes is really interesting. They actually represent the geographical area of London and how it has grown over time. This is a really great example of simple yet effective logo design.
**9. Sony Vaio**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/91.jpg alt: Sony Vaio logo)
Sony’s Vaio is another example of a hidden image in a logo. The ‘v’ and the ‘a’ are said to form a representation of the analogue signal, while the ‘i’ and ‘o’ represent the binary digits 1 and 0. This is a really clever logo that represents the product and the brand, without overwhelming people with ‘techy’ information.
**10. Unilever**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/10.jpg alt: Unilever logo)
As one of the biggest producers of food, drink and other products, Unilever required a logo that reflected the nature of their services. You’ll have noticed all the different images contained in the logo, but did you know they all had different meanings? The heart, for example, represents love and health; a nod to their range of personal care products.
**11. ****Formula 1**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/111.jpg alt: Formula 1 logo)
Formula 1 is the second sport to feature in this run down of hidden messages in logos. There are a couple of things to spot in this one. Firstly, the red number 1 gives the impression of speed and movement, reflecting the nature of motorsport. Secondly, the negative space between the ‘f’ and the red stripes form a number 1.
**12. ****Roxy and Quicksilver**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/12.jpg alt: Roxy and Quicksilver logos)
Surf and sports retailer Quicksilver launched child company Roxy to target the emerging market of female surfers. Look closely at the two logos. Roxy’s heart shaped logo is in fact the Quicksilver logo rotated and duplicated. This is a really simple way to link the two companies, whilst keeping them separate.
**13. Hershey’s Kisses**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/13.jpg alt: Hershey’s Kisses logo)
Hershey’s Kisses are a hugely popular American chocolate brand. On the surface, there doesn’t appear to be anything out-of-the-ordinary with this logo. However if you look closely, the white space between the ‘k’ and the ‘i’ form the shape of a Hershey’s Kiss.
**14. Spartan Golf Club**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/14.jpg alt: Spartan Golf Club logo)
The logo for Spartan Golf Club is one of those where you either see one image or the other at first glance. You may see the golfer completing a shot, with the speed depicted by the shapes on the left. Or you may see the profile of a Spartan warrior in his helmet. This is a clever way to bring both elements of a name together.
**15. Pittsburgh Zoo and Aquarium**
(image: https://www.superdream.co.uk/wp-content/uploads/2012/11/15.jpg alt: Pittsburgh Zoo and PPG Aquarium logo)
This is perhaps one of our favourite hidden image/white space logos. Looking beyond the striking tree shape, you can see the faces of a gorilla and a lion and jumping fish. This ‘secondary’ logo really packs a punch, and makes for a striking image.
Be honest, how many had you spotted?
Your logo is often the first thing prospective customers notice about you. Why be bland and boring when you can invest in a logo design that is as memorable and thought-provoking as these? Speak to us today about redesigning your logo.