Saturday, 26 May 2012

Hidden Symbolism in logos

I found a long list of logos on a site the other day and a couple really impressed me. In each one, part of the design features a hidden "something"...

You will have seen the FedEx logo many times, but you may not have seen the white space between the ‘E’ and the ‘X’ that forms a perfect arrow, suggesting a company moving forward and looking ahead. Subtle eh?!

The Pittsburgh zoo features another clever logo. On either side of the tree, the faces of a gorilla and lion appear in white. In many of these examples of hidden symbolism, the ‘secondary’ imagery is often found by looking at the ‘negative space’ of the logo

We all know the Amazon logo. Some see a smile under the lettering. However, have you ever noticed the arrow shows how Amazon take items from ‘A’ to ‘Z’.
The British Rail logo has been around for decades. This "double arrow" logo is formed of two interlocked arrows showing the direction of travel on a double track railway and was nicknamed "the arrow of indecision".


  1. The fedex one is really surprising. i have seen that so many times and not noticed the arrow.

  2. Now, that's the first time I've seen the British Rail logo in that way. I always thought it was a highly stulised representation of the letters BR - of course, it can be both.

    I do like the way that the logo is still used on Station signs and maps, long after the disappearance of BR as an entity.