Not everything is what it seems at first glace. That is true also with brand logos. Check out these 7 logos with hidden messages that have a great impact on our conscience.

1. FedEx

The shipping company’s logo is probably one of the best-known in the world of “hidden image” logos. For those who are unaware, take a look between the “E” and the “X,” where the negative space forms an arrow. In an interview with Fast Company, the logo’s designer, Lindon Leader, said, “The arrow could connote forward direction, speed, and precision, and if it remained hidden, there might be an element of surprise, that aha moment.” The design has won over 40 awards and was ranked as one of the eight best logos in the last 35 years by Rolling Stone magazine. 

2. LG

At first glance, the dark pink logo for LG Electronics looks like a winking face. But if you look a little closer, you’ll see the face’s “nose” is an “L” and the outline of the “face” is a “G.” Some fans have even noted a similarity between LG’s logo and a modified Pacman.

3. Hope For African Children Initiative

Supporting African communities is the pillar of HACI’s mission and it’s clearly reflected in the organization’s vibrant logo. The Hope for African Children Initiative’s golden yellow and orange logo uniquely utilizes negative space to create two images: the continent of Africa and a child looking up at mother.

4. Toblerone

Toblerone, owned by Mondelēz International (formerly Kraft Foods), was started in Bern, Switzerland, a city famously associated with bears. Now take a closer look at the logo’s mountain. If you start to get a craving and want a free taste test from the company, you’re out of luck. “Unfortunately we cannot send free samples of chocolate by mail,” the company’s FAQ reads.

5. Pintrest

The digital pinboard site, Pinterest, tied its logo directly into the social network’s core. While the hidden image might not be immediately obvious, it is certainly fitting for the platform: the letter “P” doubles as a pin. Michael Deal, co-designer of the Pinterest logo, said: “For most of the project, I had avoided making visual reference to the image of a pin because it seemed too literal. But the “P” started to lend itself too well to the shape of a map pin.” 

6. Formula 1

Formula One racing is another organization that took the sport’s core values and applied them to its logo. The red color represents passion and energy, while the black color represents power and determination, according to sportskeeda.com. With another play on negative space, the F1 logo is more than a black “F” with red racing stripes; the space between these two main focal points is the number 1. 

7. Toyota

This car manufacturer’s logo certainly encompasses more than meets the eye. Toyota said that the three overlapping ovals on American vehicles “symbolize the unification of the hearts of our customers and the heart of Toyota products. The background space represents Toyota’s technological advancement and boundless opportunities ahead.” And possibly even more impressive, if you look even closer at the overlapping ovals, you’ll see the word “Toyota” spelled out. 

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