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10 Famous Logos That Have A Hidden Message


Developing a company’s recognizable logo can be tricky task with a highly favorable outcome that distinguishes and establishes one brand from the next. Customized logos are vital for gaining:

  • Public recognition
  • Establishing a corporate identity
  • And a way to build a reputable brand that attracts loyal and long lasting customers

While some common logos are instantly recognizable, there are subtle details in most famous logos that might require a little more observation to understand the entire design while gaining insight on the whole picture.

And while some popular brands promote their logos with what you have come to believe as one, universal meaning, there are actually a number of double meanings developed into numerous brand strategies that are executed through their unique trademarks. Here are 10 famous logos that may require a second look to uncover their hidden meanings.

In 1908, the decadent milk chocolate bar famously known as Toblerone was created by Theodor Tobler in Bern, Switzerland.


Known for its unique nougat, almond, and honey taste, carefully moulded into long, triangular bites, Tobler wanted to pay a tribute to the chocolate bars place of origin when he decided on creating a logo distinguishable to the brand.


Upon a first glance, the iconic logo looks fairly simplistic in identifying the name of the brand with an image of a high mountain above it. However, the mountain is symbolic of the Matterhorn mountain, a mountain of the Alps located between Switzerland and Italy, where the chocolate was originally created.


But, it doesn’t stop there. If you look closely at the Matterhorn mountain, built into the negative space, there is an image of a smiling bear which uniquely reflects Bern as a city that is famously associated with bears.


Although you may use Pinterest as one of your daily photo sharing platforms, you may have failed to notice its unique logo that embodies its main service as a pinboard.


While the letter ‘P’ might seem as an obvious reference to its name, the image was designed to double as a pin.


What better way to introduce a virtual pinboard with a logo that subconsciously directs you to pin and organize your interests?


Launched in 2010 accompanied by it’s fitting logo, the platform was featured in Time magazine’s ‘50 Best Websites’ only a year later, and has continued to grow substantially since then.


The multinational delivery service, FedEx, that previously went under the name as Federal Express, is known for their white delivery trucks printed with their purple and orange logo.


However, the clever take on their logo that alludes to their courier services might not be as easily detectable as the big and bold print.


This FedEx trademark contains a subliminal arrow in the negative space between the ‘E’ and the ‘X’ to gesture their always on the move delivery services.


Founded in 1971, this corporation has become a reputable service that continues to expand its services worldwide.


Formerly known as the South Korean brand called ‘Lucky-Goldstar,’ LG corporation has established a recognizable logo affiliated with their wide variety of products including electronics, chemicals, and plastic.


According to a website called ‘Famous Logos’ the shape and design of the LG logo contains elements of a human face in an effort to symbolize the company’s main objective in making their customers happy.


Where the ‘L’ is utilized as a nose that is wrapped around the ‘G,’ to resemble the structure of a face, the colored circle wrapped around the entire emblem symbolizes a globe of smiling faces.


While it might appear as a winking face, the one eye carries a significant meaning in delivering a message of focus and meant to be goal-oriented.


Founded 79 years ago in Toyota, Aichi, Japan, Toyota Motor Corporation has become one of the top leading automotive manufacturing companies in the world with a recognizable emblem featured on all of their automobiles.


Although the logo has changed throughout the years, the three oval combination that is widely known today symbolizes the unification of ‘the hearts of the customers and the heart of the company as well as mutually trusted relationship between them,’ according to


The shape of the ovals as a‘T’ also symbolizes the brands name as Toyota.


The overarching oval surrounding the ‘T’ is also meant to reflect ‘the world embracing Toyota,’ while the spaces in between the ovals are meant to signify the ‘infinite values, cherished by Toyota,’ including ‘excellent quality, reliability, environmental concern and innovative technologies’–all of which are influenced by Japanese cultural traditions.


The small, bite-sized chocolates wrapped in colorful pieces of aluminum foil, famously known as the mouth watering Hershey’s Kisses, were brought into Hershey’s delicious chocolate brand in 1907 by David Yang.


Similar to FedEx’s use of negative space to convey a particular shape that is representative of their brand, Hershey’s Kisses hide the distinguishable chocolate shape in between the ‘K’ and the ‘I’ of their logo.


Although this famous company experiments with the choice of colored foil to wrap around their milk chocolate pieces that range in a number of flavors, their logo has always remained identifiable despite its many variations.


Depending on the time of year, the Kisses Brand markets to fit with holiday specials that increases their popularity during any season.


The logo from the American fast food chain widely known as Wendy’s, has a sentimental attachment located in the image of red-headed girl with pigtails that’s showcased in their new logo.


According to Stock Logos, the successful restaurant chain with 6,490 established restaurants to date have advertised their food as ‘old fashioned’ ‘home cooking’ that reminds their customers of Mom’s home cooked meals.


Located inconspicuously in the young girls collar, the blue stripes on either side of the blue circle spell out ‘mom.’


Aside from secret messages encoded into collar, the restaurant’s founder, Dave Thomas, openly revealed that he named the restaurant after his 8-year-old daughter, Wendy.


The famous soda pop company, Coca-Cola, was invented in the 19th century by John Pemberton that was originally produced as a patent medicine until it became one of the world’s most consumed soft drink.


Known for its unmistakable red and white can, their logo carries an unintentional hidden message that the brand openly took advantage of once it was uncovered.


Looking closely between the ‘o’ and the ‘l’ in Cola, there appears to be the flag of Denmark, known as the world’s happiest country.


Since Coca-Cola has utilized the smiling faces of happy people consuming their product in multiple advertisements and marketing strategies, Coca-Cola embraced the hidden message in their logo and set up shop in Denmark’s airport for a media event after making the very fitting discovery.


Baskin-Robbins was founded in 1945, in Glendale, California, and continues to be one of the world’s largest ice-cream shops to date.


Known for their wide variety of 31 delicious flavors, this international specialty shop has more than 7,300 locations worldwide.


The hidden message in their famous blue and pink logo isn’t easily detectable, but once you notice that the number ‘31’ is colored in pink between the ‘B’ and ‘R,’ you’ll wonder how you never noticed it before.


According to their slogan, 31 flavors ensures that their customers could have a different flavor of every day of the month–and who wouldn’t want to try a different flavor of ice cream everyday?


The next time you open up a bag of Tostitos, take a look at their logo that’s probably dictating what you’re likely to do next.


What initially looks like a fancy print of the brands name accompanied by a blue background is actually an image of two people dipping a tortilla chip into a bowl of salsa.


Above the ‘I’ and between the two ‘T’s’, you’ll notice that the ‘T’s’ are actually two stick people sharing a yellow Tostito chip over a red circle, aka a delicious bowl of salsa.


Introduced into the chip world in 1979 by Frito-Lay, these white corn tortilla chips have become a staple on everyone’s menu when preparing for a Mexican inspired meal.



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