Can You Spot the Hidden Messages in These 10 Famous Logos?

FedEx

Fun fact: The arrow is formed in the negative space between the "E" and the "x." It was intentionally designed by Lindon Leader in 1994 and has won over 40 design awards. Most people don't notice it until it's pointed out to them — but once they see it, they can never unsee it. The arrow symbolizes speed, precision, and forward direction.

Amazon

Fun fact: The arrow from A to Z represents that Amazon sells everything from A to Z. It also doubles as a smile, suggesting customer satisfaction. Designer Turner Duckworth created this version in 2000. Jeff Bezos originally wanted the company to be called "Cadabra" (as in "abracadabra"), but his lawyer misheard it as "cadaver" and convinced him to change it.

Toblerone

Fun fact: The bear is hidden in the negative space of the Matterhorn mountain. It's a tribute to Bern, Switzerland, where Toblerone was created — Bern is known as the "City of Bears" and features a bear on its coat of arms. The distinctive triangular shape of Toblerone chocolate was inspired by the Matterhorn itself. Most people eat hundreds of Toblerone bars before someone points out the bear.

Baskin-Robbins

Fun fact: The "31" represents one flavor for every day of the month, reflecting the company's original promise that customers could enjoy a different flavor every day. The number is cleverly embedded in the "BR" initials — the curve of the "B" and the stem of the "R" form the digits 3 and 1. The company was founded in 1945 and actually has over 100 flavors now.

Tostitos

Fun fact: The two T's in the middle of "Tostitos" are stylized as two people, and the dot over the "i" is a bowl of salsa they're dipping into. The design represents the social, sharing nature of snacking with friends. This clever touch was part of a 2003 redesign and is considered one of the most creative logo hidden messages in the food industry.

LG

Fun fact: The L forms the nose, and the G forms the outline of the face. The design is meant to represent LG's human-centered approach to technology. The winking face communicates friendliness and approachability. LG stands for "Life's Good," and the company has used this humanistic logo design since 1995. Once you see the face, you'll spot it every time.

Goodwill

Fun fact: The stylized "g" in Goodwill's logo doubles as a smiling face. It's designed to represent the happiness that comes from giving and receiving. The half-face design is so distinctive that Goodwill stores are recognizable from a distance by the logo alone, even without reading the full name. The organization was founded in 1902.

Toyota

Fun fact: The three overlapping ovals that make up Toyota's logo contain every letter of "TOYOTA" within them. The inner ovals represent the unification of the hearts of customers and the company, while the outer oval represents the world embracing Toyota. This design was introduced in 1989 and took five years to develop. Most Toyota owners have never noticed the letters.

Hartford (now The Hartford Financial Services)

Fun fact: While many people cite various clothing brands, the most famous "hidden figure" logo actually belongs to The Hartford, which features a stag (male deer) in its logo. But the best clothing example is Jack Wolfskin, whose paw print logo is instantly recognizable. In the fashion world, the Le Tour de France logo hides a cyclist — the yellow circle is the wheel, and the "R" forms the cyclist's body.

Beats by Dre

Fun fact: The "b" in the Beats logo is placed inside a circle that represents a human head, making the letterform look like a person wearing headphones when viewed from the side. The circle is the head, and the "b" is the headphone. This was designed by the branding agency Ammunition. Apple acquired Beats in 2014 for $3 billion — at the time, the largest acquisition in Apple's history.