27 Hidden Messages in Company Logos

How many of these have you spotted?

1. The FedEx Arrow

The classic! As Matthew May said in The Laws of Subtraction, "Nearly every design school professor and graphic designer with a blog has at some point focused on the FedEx logo to discuss the use of negative space." I recently pointed out the arrow to my five-year-old daughter and blew her mind. 

2. The Old Milwaukee Brewers Logo

There's a Facebook group called Best Day of My Life: When I Realized the Brewers Logo Was a Ball and Glove AND the Letters M and B. If for you that day is today, this must be very exciting. Soak it up.

3. Toblerone

Look! There's a bear in the mountain! There's also something hidden in the candy's name: Toblerone is a portmanteau of its creator’s name, Theodor Tobler, and “torrone,” an Italian word for a type of nougat.

4. Pittsburgh Zoo

It's a tree! And a lion! And a gorilla! And now it's no longer hidden.

5. Roxy 

The female clothing line owned by Quicksilver takes its parent company’s logo and doubles it to make a heart.

6. Hershey Kisses 

Tilt your head to the left to see this one: The brown space between the "K" and the "I" create a sideways Hershey’s kiss.

7. Yoga Australia

The negative space created by the yogi’s leg and arm makes the shape of Australia.

8. Tour de France

The 'R' is a cyclist.

9. Amazon.com

As David Vik says in The Culture Secret, "That's a subtle reminder to employees and customers alike that Amazon has everything from A to Z."

10. Baskin-Robbins

See that "31," for the "31 flavors"? Yeah. In case it comes up, Burt Baskin and Irv Robbins were brothers-in-law.

11. Tostitos

Two Ts sharing salsa! The logo has changed slightly, but that element remains.

12. Big Ten Conference

The Big Ten likes adding extras into logos. Notice the '11' in the previous logo on the bottom, back when 11 schools were involved. When Nebraska joined, the subtle 11 had to go. The conference explained exactly what it was doing: "[The logo's] contemporary collegiate lettering includes an embedded numeral '10' in the word 'BIG,' which allows fans to see 'BIG' and '10' in a single word."

13. Merck

The pharmaceutical company's logo is made up of a capsule and two pills. In a very scientific poll of the two people next to me, 50% were surprised, while the other 50% said that's the only thing that logo could possibly be.

14. Caribou Coffee

The coffee chain refreshed its logo in 2010, and the caribou's body is now made of coffee beans. But that's not the only change. "While the Caribou in the previous logo was leaping left," the company said, "the caribou now leaps right, signifying the direction the company is heading." You probably picked up on that already.

15. Kölner Zoo 

At first glance, this logo may seem like just an elephant, but you can see a star, rhino, and giraffe in the white space.

16. The Bronx Zoo 

The New York zoo gives a nod to their urban geography: A collection of skyscapers can be seen in the legs of the giraffes. 

17. Magic Coffee 

This logo doubles as a coffee cup and a magicians top hat. Some might suggest this is more of an illusion than magic. 

18. Sony Vaio 

Sony wanted a logo that combined analog and digital technology into one, just as their product does. Designer Timothy Hanley achieved this by blending the two together: The first half of the logo (the "V" and "A") represents the analog wave, while the second half ("I" and "O") represents binary—a computing language written in ones and zeros. 

19. Northwest Airlines 

The airline played with the idea of navigation with this compass-like design. The W has a strategic line in it, creating an N and an arrow pointing northwest.

20. Hope for African Children 

This one is similar to the face/candlestick illusion. The shape of Africa is created in the negative space of a child looking up at a woman. 

21. Spartan Golf Club 

Spartan Gold Club incorporates both elements of their name. The golfer creates the face of a Spartan warrior and his swing becomes the top of the helmet.  

22. Montreal Expos 

At first glance, this logo looks like an "M" in the colors of the French flag. A lowercase "e"  and "b" are tucked into the "M." Officially, the letters stand for Montreal Expos Baseball. A popular theory says that the letters are actually "EJB," the initials of Elizabeth Bronfman, the daughter of a former Expos owner.

23. Arkansas–Pine Bluff Golden Lions 

This lion gets its mane from the letters "UAPB," for University of Arkansas Pine Bluff. 

24. Minnesota Wild 

The Minnesota landscape makes up this logo’s bear shape. A setting sun fills its ear and a running river doubles as the bear’s mouth. Most interestingly, the eye is meant to be the North Star, a potential nod at Minnesota’s previous team, the Minnesota North Stars.

25. Minnesota Twins 


The "win" in Twins is optimistically underlined.

26. Quebec Nordiques 

The now-defunct Canadian hockey team sported a red "N" next to a hockey stick. Together, the images created an igloo. There is a slim chance nostalgic Nordique fans might see their team re-emerge: Canada might add three more franchises in the next 20 years, and Quebec City meets the minimum requirements. 

27. Hartford Whalers 

Before the franchise moved to North Carolina and became the Carolina Hurricanes, the Whalers had a clever logo. The negative space between the "W" and the whale tail create an "H," for Hartford.

These Modern, Minimalist Cremation Urns Double as Planters

C.C. Boyce
C.C. Boyce

Cremation is becoming an increasingly common end-of-life plan, but many have lamented the lack of options when selecting an urn to store their loved one's ashes. Many of these vessels take the form of drab-looking vases that, for some people, serve as reminders of a painful event.

That’s why C.C. Boyce stepped in. The Los Angeles-based designer and woodworker created a collection of “planturns”—urns that double as planters—to fill a gap in the market.

“A while back a friend’s father passed away and they couldn’t find a cremation urn that they liked, so they asked me to make something, and I did, thinking this would just be a one-off custom job,” Boyce said in a video uploaded to Kickstarter. “But when I posted the final product to Instagram, I was flooded with messages from people all across the death care industry—people who took care of pets as well as people.”

Plant urns
C.C. Boyce

Some wanted an urn with a more modern aesthetic, while others wanted a subtler piece that would effortlessly blend with their household decor. The symbolism of death fusing with new life has not gone unnoticed, either.

Boyce spent a year experimenting with different designs and settled on two styles: one that comes in speckled maple, and another that comes in a two-toned walnut and sycamore. All of the vessels have two parts that attach via magnetic pull, so even if the planturn gets knocked over, the ashes will still be safe and sound.

The bottom part contains a hand-waxed muslin bag to store your loved one’s cremated remains, and the top part features a glass or ceramic holder for your plant of choice, whether it’s a succulent or air plant.

They come in three sizes, which will vary in accordance with the amount of ashes you want to store. A small planturn is suitable for small pets, while a large can hold the ashes of a person. Get it on Kickstarter for $225 to $500, depending on the size.

Attention Aspiring Astronauts: Arlo Skye Now Has Space-Themed Luggage

Arlo Skye
Arlo Skye

While some travelers are preoccupied with getting their luggage through airport security, the designers at Arlo Skye are thinking bigger. As Condé Nast Traveler reports, the brand's new line of suitcases is inspired by space travel, with high tech features and a sleek, futuristic look.

Arlo Skye was founded in 2016 by alumni from Louis Vuitton and Tumi Inc. They set out to create luggage that emphasized design, with luxury polycarbonate suitcases available in trendy colors like rose gold and custom monogramming.

The company's Space Collection may be its most stylized line yet. It comes with a removable, 10,050-milliamp-hour charger with USB C and A ports for charging phones and other devices. The chrome-colored case is 22 inches tall, 9 inches deep, and 14 inches wide and weighs 8.5 pounds empty.

Space Collection suitcase from Arlo Skye
Arlo Skye

Depending on what type of space traveler you are, you can get one of three designs laser-etched on the bottom of your luggage. There's Moon Shot, Team Human, and Occupy Mars; each engraving comes with a short ode to space and a small picture of its respective celestial body. Like other suitcases made by Arlo Skye, these bags are zipper-free and made from polycarbonate with an aluminum frame.

Whether you're a globetrotter or an aspiring astronaut, the Space Collection from Arlo Skye makes a great travel companion.

Buy it from Arlo Skye for $450.

[h/t Condé Nast Traveler]

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