A logo’s purpose is to identify a business.. Logos can present themselves as logotype designs such as Google.. Monograms such as NASA or IBM.. Pictorial marks (think “Apple” or the bird of “twitter“).. Mascots, such as Colonel Sanders of KFC.. a combination mark such as “Burger King” combining both an image and text..or emblems such as often favoured in the automotive industry as with “BMW” or “Mercedes“.

Regardless, the purpose of a successful logo is to give identity to the business it supports. Not to describe the business – but to identify it. 

Sometimes, logos have hidden symbolism or added meaning within its design, perhaps not initially recognisable to the viewer.

Here are 6 clever logo designs that we think are smart with unforgettable hidden messages.


Think FedEx uses a straightforward typographic logo? Think again. Look at the negative space between the orange “E” and the “x”. See the arrow now? You’ll never look at a FedEx van the same way again!

Designed in 1994 by Linden Leader & Landor Associates, the “hidden”  arrow represents “speed and precision”. A super-smart way of incorporating brand values into an otherwise simple logo design. www.fedex.com

Question. How many different flavours of ice cream do you think Ice Cream Parlour Baskin Robbins offer? The answer is in the logo. Take a look at the “BR”. Can you see The pink “31”? It represents the number of different flavours they offer – one for each day of the month.  www.baskinrobbins.co.uk

We’ve all seen the logo. But do you know what the connecting orange arrow means? It represents the message that amazon sells everything..from “a” to “z”.  www.amazon.com

We LOVE the felled”i” in the Killed Productions logo! Simple but clever design ideas like this are memorable – and a great example of thinking outside the box.

Can you see the map of Australia in the shape created by the yoga practitioners pose? Details like this are easy to miss but bring a smile once discovered. 

Can you see it yet?? … Take a look at the 2 “T’s” formed to look like people dipping the tortilla chip into the salsa above the “i”. Another one of those “once you see it, you can’t unsee it” occasions.

So there we have it. A quick compilation of 6 logo designs, some of which you’d have seen many times – but was possibly oblivious to their hidden messages.

Need a logo for your own business? Why not contact us to see how we can help? At SUSSED we offer a Milton Keynes graphic design service that loves to design great logos that’ll get companies noticed and remembered. We’d love to talk to discuss how we might make your business identity a memorable one, so why not contact us to see what we can do for you?