More Than Meets the Eye

15 Oct

In today’s world of high recall but short attention spans, logos are becoming more and more important to companies. Logos connect masses with a brand’s identity in a split second. Even children as early as age five can start deciphering companies according to their logos. But when you look at our modern day logos, what are you viewing? Are you really seeing the whole picture? Here is a list of the top 10 logos that mean more than you have even imagined.

10. Fed Ex:


Fed Ex seems simple upon first glance, but they have cleverly encoded an arrow between the “E” and the “X”. This might not impress many, but they had to create a whole new letterform to accomplish such. Why is it that important you ask? This arrow subliminally triggers ideas of speed in peoples mind. Just in the three seconds they took viewed the logo, they have subconsciously connected speed and Fed Ex together, which works in favor of the company and to make things even better without the company having to do anything more than just place the logo in the eyesight of the consumer. Their minds will do the rest.

9. McDonald’s:

I have heard a lot of interpretations of McDonald’s golden arches. McDonald’s “M” represents more than just the first letter in the companies name. Some psychologists insist that the rounded design mirrors an image of a mother’s breast. Originally, McDonald’s was so alarmed by this, that they almost redesigned their image until psychologist informed that this similarity was not a bad thing. They convinced McDonald’s that when customers see their logo and subconsciously think of breast, it makes them hungry. This conclusion might be harder to swallow for some, but McDonald’s decided to keep their logo and they remain to be a leader in the fast food community. Coincidence?

8. Museum of London:

This is one of my new favorite logos. The Museum of London recently redesigned their logo to attract a younger audience. Not only does it incorporated vibrant colors that appeal to a more modern times, the different layers of the design represent the different geographical shapes that London has transformed from since the creation of the city. Just looking at the logo is a quick history lesson!

7. Adidas:

From it’s creation, the founder of Adidas put heavy emphasis on “the brand with three stripes.” Although the logo has undergone some transformations, they company has stuck to this core structure of the stripes. The recent revamping of this idea is the three lines slanted into a triangle shapes. For Adidas, this embodies a mountain, which symbolizes a challenge and obstacle athletes face and overcome. And just like that, this logo just got deeper.

6. Mitsubishi:

Mitsubishi was not always what it was today. The Mitsubishi that we know today is a result of the merging of two companies that happened around the 1800s. Their logo is actual a combination of the companies’ previous symbols. The first being a three leaf crest and the second being three diamonds stacked upon each other. What a collaboration.

5. Google:

Google’s logo is a very simple design, but if you know anything about Google, they not only wanted it that way, but they work hard to keep it that way. Their primary color scheme with clean letters is supposed to evoke a sense of fun for the consumer. So what’s with the break of the primary color scheme by adding a single green letter? That’s just Google being a little bit rebellious in saying that they don’t play by the rules. Ohhhhhhh Google

4. Animal Planet:

I really appreciate the revamp of the Animal Planet logo. Its simplicity goes a long way. Where their previous logo was an elephant reaching toward the earth with its trunk (a literal animal and planet), in 2008 they stripped their logo to just their name. I believe it allows the consumer to deduce subtle abstract things like the turning of one letter for themselves and it is evidence of how powerful typography can be.

3. NBC:

Some people might be surprised that the NBC peacock is not only on this list but rated so high. Have you ever thought where the logo originated? The peacock and its beautiful colors was a ploy by the NBC’s owning company, Radio Corporation of America, to get the public to buy the more expensive color televisions. Their logo reinforced to consumers that black and white television could not give them the full picture and had some hand in shaping the way we view TV.

2. Amazon:

Amazon’s logo is not a very complex design that still incorporates so much. Their logo is just their name with a curving line underneath it, but this line holds a lot of Amazon’s core values. The line represents firstly that smile the costumer should have when interacting with Amazon positively. But the line goes from the first “a” to the “z” to represent the plethora of items “from a to z” you can find on through using their company.

1. Pepsi:

Pepsi is in a hard industry category. It is up against one of the most recognizable brands in the world, Coke, so their logo has to definitely fight through the clutter to be recognized on its own merit. When Pepsi spent hundreds of millions of dollars to redesigned their logo they wanted more than just colors which represent the American flag and they got just that. The branding agency they hired not only gave them a new logo, but also sent along with it a 27 page document explaining many connotations of the design. Some of the connotations include the following: geodynamics, the theory of relativity, Feng shui, and the Earth’s magnetic field. With a 27 page document, I’m sure the next time you see this logo you will find some new idea incorporated in it.

So I hit you with a LOT of information today, but I thought it was so interesting I didn’t want to short change you of any of it. Now that you know all that was presented, how can you look at these logos the same?


Source: Scott Hillard’s “10 Logos That Mean Way More Than You Think

All images were taken from search engines


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