Clever logos with hidden messages are definitely one of my favorite design topics. They add more depth to logos without distracting from the design itself. Hopefully everyone has seen the classic arrow in the FedEx logo and bear in the Toblerone logo by now, but here they are just in case.
FedEx - Arrow between the “E” and “x”
Toblerone - Bear in the mountain
Some other commonly known ones are SF Muni and Amazon.
SF Muni - What might appear to be just abstract lines spells out “muni”
Amazon - Arrow goes this way to illustrate that the website carries everything “from A to Z” It also doubles as a smile.
Here are some more common logos that I didn’t know had hidden aspects to them. They are all very obvious once you notice them, but could easily go unseen as well. These include Hershey’s Kisses and Round Table Pizza!
Goodwill - The face in the logo is actually a zoomed in version of the letter “g”
Hershey’s Kisses - If you look between the “K” and “I” you can see a kiss hidden there
Sun Microsystems - The Sun logo reads “sun” from any angle you view it at
Roxy - When Quicksilver branched out to women’s clothing they took the original logo and just duplicated it to make a heart