Maybe the most famous hidden-meaning logo is the one for FedEx, where the negative space between the "E" and the "x" forms an arrow … very appropriate for a courier company. Here are a bunch of other logos that we've gathered from a number of sources that are also visually clever. Left to right and top to bottom:
100% Pure New Zealand
Tourism New Zealand’s logo makes very good use of the country's natural geographic tilt.
Amazon
The customer's satisfied smile also connects the "A" to the "Z". They sell everything from A to Z!
Baskin-Robbins
Famous for serving 31 ice cream flavours. Can you see the number in the logo?
Beats
The b inside the Beats logo represents the profile of someone wearing headphones.
Black Cat
Designed by Peter Vasvari for a Turkish production company. The eyes have it.
Bondi Observer
Just a little wave as a nod to the beachside home of Bondi Observer
Carrefour
Means "crossroads" in English. The arrows also form the letter "C".
Circus Magazines
Big top of magazines
Cisco
Both homage to their San Francisco hometown (Golden Gate bridge) and sound waves
CodeFish
Studio brand made up from ASCII characters. Designed by Simone Penzo.
Dominoes Pizza
The three dots represent the three original locations for the chain.
Eight
Every single letter in this logo is made up of the digit 8.
Flight Finder
FF with a plane as the negative space
The Guild of Food Writers
More negative space … this time a spoon within a fountain pen nib
Hope for African Children
Adult and child joined across the continent
Horror Films
Reel scary face
Kolner Zoo
An entire zoo in a single image
LG
Life is Good … and the LG make a fac
Lion Bird
What do you see first, the lion or the bird?
London Symphony Orchestra
The LSO logo does double duty as conductor with baton
Museum of London
Coloured shapes represent the geography of London and how it has changed over time.
NBC
Introduced in 1956. Six feathers represent colour TV and the network’s six divisions. Peacock in the middle.
New Man
The logo that can also be read upside down.
Northwest Airlines
The little triangle that turns the "N" into a "W" also happens to point northwest
Pinterest
The "P" inside a red circle also represent a pin.
Pittsburgh Zoo
Gorilla v. Lion
Shift
The up and down arrows make an H
Sony Vaio
The ‘V’ and ‘A’ represent an analog wave, while the ‘I’ and ‘O’ represent the digital signal
Spartan Golf Club
A golfer and the profile of a Spartan wearing a helmet
SUN Microsystems
The logo spells the word SUN in all four direction
Toblerone
Can you see the bear? The bear is the symbol of Bern in Switzerland.
Tostitos
The two t's represent people holding a chip, and the red dot is their shared bowl of salsa.
Tour de France
The "OUR" is also someone riding a bicycle
Yoga Australia
The negative space within the pose is the outline of the Australian mainland. Map of Tasmania not shown ;) [Ed: Australians will understand this double entendre. For all the rest of you, check out Amanda Palmer's video in Merkin RR2:38.]
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References
digitalsynopsis.com/design/50-clever-hidden-meaning-logo-designs
thebrandingjournal.com/2023/04/logos-hidden-meanings
bestlifeonline.com/brand-logos-secret-messages
visualhierarchy.co/logos-with-hidden-meaning
