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The Hidden Messages in Logos

A company’s logo is the most important part of its brand identity which is why companies take such a long time finalizing it. Every business requires a logo for recognition and establishing its identity in the consumer’s minds. If your business is successful, your logo will be etched in the consumer’s minds for a long time.

In a society as consumerist as ours, it becomes tough for brands to stand out in the crowd. There are great logos out there which have gained fame because they have successfully integrated hidden messages that represent the company’s business functions.

You may doubt the impact of the barely noticeable hidden messages in logos but these logos do have higher brand recognition than others. Companies integrate hidden messages in their logos for several reasons. Sometimes they do it as a tribute to their hometowns, sometimes it’s for fun but other times they do it to influence us subconsciously.

Here’s a list of 6 of famous logos that have integrated hidden messages into their logos.

  • FedEx

The famous FedEx logo has won 40 awards and was even ranked the 8th best logo in the last 35 years by Rolling Stone Magazine. For those who are unaware, there is a hidden arrow in between the capital ‘E’ and lowercase ‘x’. According to Lindon Leader, the designer of the logo claimed that the arrow connoted forward direction.

  • Baskin Robbins

The world’s largest ice-cream chain, Baskin-Robbins is known for its option of 31 delightful flavors. A first glance, the companies ‘BR’ logo may just look like the brand’s initials but upon a closer look, you’ll find a hidden ‘31’ in the pink curves of the ‘B’ and the pink line of the ‘R’. A logo is that much more special when it can convey the brand’s message. Carol Austin, VP of marketing for Baskin-Robbins, says that the logo represents the fun and energy of Baskin Robbins while celebrating the brand’s iconic ’31 flavors’, reminding people that it launches a brand new flavor every month.

  • LG

You may not see it in the first go, but if you look closer you’ll see a winking face in LG’s red circle. The ‘L’ is the nose, while the ‘G’ is the face. It may not look like much but it opens up many branding options for TV spots.

  • Tostitos

Most people aren’t able to see the hidden images in the Tostitos logo when they first look at it, but once they see it, that’s all their eyes are drawn to. The two ‘Ts’ in the middle of the logo are actually people with a bowl of a dip and tortilla chip.

  • Hershey’s Kisses

Hershey’s Kisses are famous for their unique shape and wonderful taste. The Hershey’s Kisses logo contains images of two kisses but there is also another kiss you probably didn’t see. There is a hidden kiss between the ‘K’ and the ‘i’.

  • Wendy’s

Wendy’s has been in the news the beginning of the month as she revealed her sassy side as she roasted trolls on Twitter but there’s something else you probably didn’t notice about Wendy’s. According to founder Dave Thomas, Wendy’s was originally supposed to exude a personal and homemade feeling. If you take a closer look at the girl’s collar in the logo, you’ll see it says ‘mom’. This hidden message in the collar wasn’t meant to be noticeable; it’s meant to be subliminal and should leave an imprint on your brain.

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