The shipping company’s logo is probably one of the best-known in the world of “hidden image” logos. For those who are unaware, take a look between the “E” and the “X,” where the negative space forms an arrow. In an interview with Fast Company, the logo’s designer, Lindon Leader, said, “The arrow could connote forward direction, speed and precision, and if it remained hidden, there might be an element of surprise, that aha moment.”
FedEx’s (FDX) design has won over 40 awards and was ranked as one of the eight best logos in the last 35 years by Rolling Stone magazine.
Famously founded by Dave Thomas, the Wendy’s (WEN) brand identity highlights a personal and “home-cooked” feeling. Take a closer look at Wendy’s collar and you might just see the word “mom.” Wendy’s, named after Thomas’ daughter, now has more than 6,500 restaurants worldwide. “This is something you may not notice consciously for years, but unconsciously it will leave an imprint on your brain and you will associate it with the brand,” stocklogos.com wrote.
Baskin-Robbins, owned by Dunkin’ Brands (DNKN), is the world’s largest chain of ice cream specialty shops, best known for its 31 flavors. The company’s pink and blue logo depicts a large “BR” that doubles as the number “31.”
Carol Austin, VP of marketing for Baskin-Robbins, told CNBC that the logo is “meant to convey the fun and energy of the Baskin-Robbins brand” as well as the iconic 31. “The 31 stands for our belief that our guests should have the opportunity to explore a fun, new ice cream flavor every day of the month,” Austin explained. The logo was introduced in 2005 as part of an entire brand refresh.
At first glance, the dark pink logo for LG Electronics (LGLG) looks like a winking face. But if you look a little closer, you’ll see the face’s “nose” is an “L” and the outline of the “face” is a “G.” Some fans have even noted a similarity between LG’s logo and a modified Pacman.
The logo for tortilla chips and dips manufacturer Tostitos, owned by PepsiCo (PEP), is a prime example of “once you’ve seen it, you can’t un-see it.” Initially, the logo appears to be the Tostitos name in front of a vibrantly colored background. However, the two “T’s” of this logo make up people, as they dip a tortilla chip into the bowl of salsa on top of the letter ‘I’.
6. Hershey’s Kisses
Famous for their chocolate and appropriately themed amusement park, Hersheypark, the logo on The Hershey Co’s (HSY) Hershey’s Kisses product has a hidden logo: an extra Kiss. Turn your head to the left and you’ll see that between the ‘K’ and the ‘I’ there is a Hershey’s Kiss baked into the logo.
Supporting African communities is the pillar of HACI’s mission and it’s clearly reflected in the organization’s vibrant logo. The Hope for African Children Initiative’s golden yellow and orange logo uniquely utilizes negative space to create two images: the continent of Africa and a child looking up at mother.
Toblerone, owned by Mondelēz International (MDLZ) (formerly Kraft Foods), was started in Bern, Switzerland, a city famously associated with bears. Now take a closer look at the logo’s mountain. If you start to get a craving and want a free taste test from the company, you’re out of luck. “Unfortunately we cannot send free samples of chocolate by mail,” the company’s FAQ reads.
The digital pin board site, Pinterest, tied its logo directly into the social network’s core. While the hidden image might not be immediately obvious, it is certainly fitting for the platform: the letter “P” doubles as a pin. Michael Deal, co-designer of the Pinterest logo, said: “For most of the project, I had avoided making visual reference to the image of a pin because it seemed too literal. But the “P” started to lend itself too well to the shape of a map pin.”
10. Goodwill Industries International
This community-based organization prides itself on making people’s lives better, with the trademark to prove it. It’s no surprise that the not-for-profit’s logo makes use of some simultaneously functional and encouraging lettering: the lowercase “G” in “goodwill” doubles as a smiling face and appears twice in the company’s logo.
11. Formula One/F1
Formula One racing is another organization that took the sport’s core values and applied them to its logo. The red color represents passion and energy, while the black color represents power and determination, according to sportskeeda.com. With another play on negative space, the F1 logo is more than a black “F” with red racing stripes; the space between these two main focal points is the number 1.
12. The Bronx Zoo
The Bronx Zoo, located in the Bronx, a borough of New York City, is the largest zoo in North America and is among the largest metropolitan zoos in the world. The zoo’s logo featuring birds and two giraffes pays homage to the zoo’s home city. Between the legs of the giraffes, you’ll see New York’s iconic skyline.
This car manufacturer’s logo certainly encompasses more than meets the eye. Toyota (TM) said that the three overlapping ovals on American vehicles “symbolize the unification of the hearts of our customers and the heart of Toyota products. The background space represents Toyota’s technological advancement and the boundless opportunities ahead.” And possibly even more impressive, if you look even closer at the overlapping ovals, you’ll see the word “Toyota” spelled out (see below).