A LOGO IS MORE THAN JUST A VISUAL REPRESENTATION OF A COMPANY. WHEN EXECUTED WELL, IT’S AN IDENTITY IN ITSELF THAT CONSUMERS CAN CONNECT WITH ON A DEEPER LEVEL. CLAIRE BALDWIN LOOKS AT THE EASTER EGGS HIDDEN WITHIN SOME OF THE MOST WELL-KNOWN LOGOS THAT YOU MAY NOT HAVE NOTICED BEFORE.

FEDEX

Probably the most famous example of the hidden image within a logo is the arrow created by the negative space in between the “E” and the “x” in the FedEx logo.

As a distribution company, this subtle portrayal of movement and speed is right on brand. The design is simple enough that doesn’t detract from the logo, and it’s easy to go years without even noticing this hidden arrow.

PUKKA PIES

Heralded as “the nation’s favourite pie”, you probably see the Pukka Pies logo on a daily basis if you live in the UK. But did you know that there’s a pie hidden inside the “A”?

The brand’s previous logo was simple bold, black letters on an orange background, but the newest design is hiding a tasty treat. At the bottom of the letter is a clear silhouette of a pie, complete with domed top and raised pastry crusts.

This means that by simplifying their logo to just the word “Pukka”, they can still incorporate the pie element without needing the extra text.

HERSHEY’S KISSES

If you’re not familiar with Hershey’s Kisses, they’re individually wrapped chocolate drops made by American confectionery brand Hershey’s.

To get an idea of what a Hershey’s Kiss looks like, just take a look at their logo and turn your head to the left. The space in between the “K” and “I” is shaped just like a Kiss! As with the FedEx logo, this hidden extra has been incorporated into the design so cleverly that the letters don’t look unusual at all.

BASKIN ROBBINS

Famous for having 31 flavours, the world’s largest specialty ice cream shop Baskin-Robbins has paid homage to this special number in its logo.

The logo includes the number “31” by using different colours for the lines that make up the initials “BR”. For an added tidbit, the number itself comes from the brand’s belief that “guests should have the opportunity to explore a fun, new ice cream flavor every day of the month.”

TOBLERONE

Next time you pick one up at duty free, take a closer look at the logo on your Toblerone. Specifically, look at the mountain, and keep looking until you notice the hidden bear.

The chocolate was created by Theodore Tobler in 1908 in the Swiss city of Bern, which has featured a bear on its coat of arms since the 13th century. The mountain shape is inspired by the Matterhorn, which is a peak in the Alps close to Bern. Add these two things together, and you get Toblerone’s logo.

VAIO

VAIO is a sub-brand for Sony’s computer products, and its logo is just a simple representation of the four letters “VAIO”, right? Wrong.

While clearly spelling out the brand name, there’s actually more to it than that. It also represents the integration of analog and digital technology. The “VA” portion symbolises an analog wave, while the “IO” portion mimics digital binary code.

LSO

Similarly, the London Symphony Orchestra’s logo just looks like the brand’s initials written in a single-line flourish.

However, if you look a little closer, you can see the outline of a conductor with his baton, keeping the orchestra in time. It’s admittedly a rather simple representation, but once you notice it, it’s certainly there–and it’s kind of cute!