What makes a logo great? Is it the colors? Maybe the shapes used? Or maybe it's something that works on a whole different level, hidden from plain sight? We're talking here about the logos you've seen so many times, you probably stopped paying attention to what they actually mean.

Check out these 15 famous brand logos which, despite being well known, still manage to hold a secret or two within.

Which one surprises you the most? Let us know in the comments!

(h/t: demilked)

#1 Toyota


This one is extra cool because the logo actually includes every letter used in the company’s name.

Toyota Report

Yvonne Bernal 2 years ago

I've often wondered about this logo.... and now I know. How creative!

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#2 Toblerone


"Toblerone" chocolates come from Switzerland and they really make it show not only by having Bern (city where Toblerone is made) in the name, but also a bear's silhouette placed inside the mountain logo.

Toblerone Report

Muriel Zora 2 years ago

When Mr. Tobler invented it, he knew that the swiss market would be too small and he designed the brand name for export: tobler One, the number one chocolate. (that's what they told us at the history museum in Bern during a special exhibition on bernese inventions.)

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#3 Fedex


"FedEx" hid a small arrow between letters E and x, which represents the forward momentum and efficiency.

FedEx Report

Yvonne Bernal 2 years ago

I like it better with the arrow colored in.

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#4 Tour De France

Tour De France

Tour de France Report

Yvonne Bernal 2 years ago

WAY COOL!!! I <3 this

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#5 Beats


Letter B in the red circle shows a person wearing Beats headphones.

beatsbydre Report

Yvonne Bernal 2 years ago

I think they should have left at least the little eye on the logo... it is cute though.

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#6 Amazon


The obvious bit is the arrow connecting a to z, but what’s usually missed is that the logo is smiling.

Amazon Report

Terri-Lynn Macartney 2 years ago

I actually always thought it was just a smile! Never saw the arrow, so never made the "a to z" connection.

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#7 Baskin Robbins

Baskin Robbins

Ice cream maker is famous for producing 31 different flavors of their product. They even put that number in their logo.

Baskin Robbins Report

Yvonne Bernal 2 years ago

Better hope they don't get an "extra" flavor!

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#8 Quiksilver


It’s actually a stylized version of famous woodblock print The Great Wave off Kanagawa.

Quiksilver Report

Dan Burge 2 years ago

Are you guys serious!? Its a mountain and a wave. Clear as day. Snowboard and surf gear. Not "hidden" at all.

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#9 Pinterest


The letter P is actually a pin.

Pinterest Report

Jewel Farmer 2 years ago

I always thought it was a needle and thread. Huh... *shrugs*

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#10 Hyundai


Car manufacturer’s logo stands for the first letter of their name, right? Not only so, it also represents a successful deal between a car dealer and a customer.

Huyndai Report

Terri Pearce 2 years ago

If you say so ...

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#11 Levi's Jeans

Levi's Jeans

Yep, that's your bottom right there.

levi's Report

Jane Bateman 2 years ago


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#12 London Symphony Orchestra

London Symphony Orchestra

The letters make the shape of a conductor of the orchestra.

lso.co.uk Report

GlitterGlitch 2 years ago


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#13 Unilever


Unilever’s logo is actually made up of icons representing different aspects of sustainable living.

unilever Report

GlitterGlitch 2 years ago

they forgot the oil rig!

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#14 Alfa Romeo

Alfa Romeo

Italian car manufacturer's logo is jam-packed with stuff, the key feature being a serpent eating a man.

alfaromeo Report

Yvonne Bernal 2 years ago

What the author DIDN'T explain is this: The red cross is typical Christian symbol of medieval heraldry and used extensively throughout the crusaides. Back then, it didn’t mean “medic”, it meant: Run for your life. The man in the serpents mouth is a bit more controversial. It’s a symbol called a biscione, and the man in the image is alternatively described as a child (the modern interpretation) or a Saracen or Moor (aka: a Muslim). So the whole serpent motif is all about the Christians Crusaders’ defeat of the infidels. Hey - I didn't make it, I'm only trying to explain it. lol

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#15 Northwest Airlines

Northwest Airlines

Clever use of typography merges both letters, N and W, into one.

Northwest Airlines Report

Octavio Díaz 2 years ago

Don't forget the little triangle is pointing NW

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#16 Galeries Lafayette

Galeries Lafayette

Double T in the title creates The Eiffel Tower.

Galeries Lafayette Report

JEFF THE KILLER 2 years ago

ohhhh i get it so clever

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