Economía Digital | Digital Business Marketing School
Recordar contraseña Introduce tu E-Mail y te enviaremos a tu dirección de correo electrónico tu contraseña de acceso.
4 Businesses with Hidden Meanings in their Logo : spREAD kNOWledge

Blog: spREAD kNOWledge

Good Evening Everyone!

Todays post is dedicated to Logos!! So what is really a logo used for? Logos have become an integral part of a company’s identity, and are used heavily in the marketing of products and services. As we all know, a well-recognized logo can increase a company’s goodwill, and is trademarked for intellectual property protection.

Historically, pictures were used to convey messages to individuals who were unable to read. A picture of a loaf of bread would be used on a board as a sign of a bakery. Even if the word “bread” was not displayed, consumers knew the type of product available at that store.

Nevertheless, some people actually put a lot of thought in the design of something as simple as a logo, giving it some hidden meanings that make the logo “shine”. Do you remember the last time you saw a company logo that made you be amazed, surprised and thought ‘wow this is something different!’ ?

Well here are a few examples of some company logos which have very interesting hidden meanings linked to their logos which I am sure some of you did not even notice and even if you have seen these before, you’ll probably end up learning something interesting by reading the details.


The company Baskin- Robins, with the innovative concept in the ice cream marketing, being one of the unique companies who offers 31 different flavours, was launched back in 1953.The number 31 was present in the original logo, right in between the names Baskin and Robbins.Why 31? Just so a customer could have a different flavor every day of the month.

Later in 2005, using their 60th anniversary celebration as a good occasion to rebrand their identity, a new logo was created and even though the number 31 was removed from in between the names, it was strategically included as part of the identity itself. If not for the fact is in pink, most of the people would never notice the number is still there. One side-effect of this design is that, with some effort, you can also read the number 12 (referring to the concept of 31 flavours for everyday in the month for 12 months = the whole year)

Color of the Baskin-Robbins Logo: The current logo is bright and cleverly showcases the number ‘31’ in pink which is innovatively placed between B and R of the logo. The pink color signifies the pink spoon which is given to taste samples, while the blue color is representative of the quality and excellence of the product.

Below are the images of what used to be and what currently is the logo of the company. Notice the strategy behind it?



Amazon. com Inc was established in 1994 by Jeff Bezos. It is an American company that is widely considered to be a groundbreaker in the online retailing business. started off as an online book store, and was named after after the world’s largest river. The company soon expanded, selling thousands of items from computer software to home furniture.

The Amazon logo must be one of the most known logos of the web, specially considering the considerable amount of traffic this site receives on a daily basis. And if not for a strategically placed arrow, this would be a pretty boring logo. The arrow in the amazon logo represents the idea that Amazon store sells everything from A to Z. But if that’s not enough, the arrow also represents a smile suggesting the experience one will have when shopping at their online store.

Color of the Amazon Logo: The black color in the Amazon logo represents dominance, supremacy and elegance, while the orange color stands for pride and happiness. has used several logos over the years. Interesting isn’t it?amazon-logologoAmazon1


The interesting thing about the Carrefour logo is that it has that sort of characteristic that once you see it, you won’t be able to unsee it ever again. Sure that’s a feature of every logo covered in this article, but it works specially well in in this case. The negative space letter “c” is positioned in such a central area of the logo that is practically impossible to not see it anymore. The interesting story behind this brand is the fact that the Carrefour mark is composed by two arrows, pointing left and right, reflecting the literal meaning of the French word “carrefour” (it means “crossroads”). But also, in a more symbolic interpretation, the “crossroads” can be understood as the multiple choices of products offered by this supermarket chain. Oh and one very interesting point is that did you notice that the logo uses colors of the French flag, the country where Carrefour was founded!



FedEx is an abbreviation of the company’s original name, Federal Express, which was chosen to symbolize a national marketplace and help in obtaining government contracts. Following the expansion of the FedEx’s courier business into a company offering overnight courier, ground, heavy freight, document copying and logistics services, FedEx logo experienced an innovative change. In 1994, the new FedEx hidden logo design was created which has become a highly recognized corporate symbol of FedEx Corporation. Behind the FedEx logo’s simplicity, lays an arrow located in the negative space between the ‘E’ and ‘X’ pointing rightwards. While the arrow in the FedEx logo becomes quite obvious when pointed out, it sure is neglected by many. This arrow in the FedEx logo has been used as a form of subliminal advertising of the brand, symbolizing forward movement and thinking.

Now that FedEx has been organized into many operating units, each unit has its very own logo color. Yet, the ‘Fed’ in all types of FedEx popular logo design remains purple. Following are the color variations in different FedEx logos representing different operating units:

 FedEx Logos

The famous ‘FedEx Logo’ is a quality example of sheer ubiquity and inspiring symbology. The FedEx logo has won many distinctive awards and is often regarded as the best creative design ever.


With the examples above, hidden meaning is not only about using negative space, but actually about exploring the concepts behind of what make a logo unique. In other words, creating hidden meaning is more about telling a interesting and compelling story. Actually telling a good story is what makes a good logo more than any other visual feature. Even logos with no hidden meaning at all became great logos with a good story!!

So the conclusion is…

It is all about telling a story when is comes to designing a Logo for the receptor, so make sure it a good one! 

Hope you enjoyed this post! If you did, here are two other posts I recommend you to read:

- Lets SpREAD kNOWledge Together!… Essence of Customer Satisfaction

- Impact of Technology in Customer Decisions

Feel free to comment any points of view below!!

Have a nice week!!


Deja un comentario

Tu dirección de correo electrónico no será publicada. Los campos necesarios están marcados *

Puedes usar las siguientes etiquetas y atributos HTML: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

Aceptar la política de privacidad

“Los comentarios y opiniones que exprese en este Blog serán de su exclusiva responsabilidad, no representando en ningún caso a El Instituto de Marketing Relacional, Directo & Interactivo (en adelante ICEMD). Antes de ser publicados, los comentarios deberán ser validados por el Titular del Blog, por lo que puede suceder que éste decida no publicarlos. En ningún caso serán publicados comentarios sexistas, racistas, que inciten a la violencia o que en general resulten ofensivos o intimidatorios. Sus comentarios deberán respetar las normas de propiedad intelectual e industrial de terceros, así como los derechos de imagen, honor e intimidad de acuerdo a la ley vigente. No está permitido que utilice este espacio para hacer publicidad a favor de terceros. ICEMD queda eximida de cualquier responsabilidad derivada de los perjuicios que pueda causar al contravenir estas normas”.

Los datos registrados pasarán a un fichero propiedad de ICEMD, adecuándose a la Ley Orgánica 15/99 de 13 de diciembre de Protección de Datos Personales.

ICEMD se compromete a tratar de forma confidencial los datos de carácter personal facilitados y a no comunicar o ceder dicha información a terceros.

Para ejercer sus derechos de acceso, rectificación, oposición o cancelación de sus datos se deberá enviar una carta a junto con copia del DNI a Avda. Valdenigrales s/n Edificio Esic, Pozuelo de Alarcón 28223 Madrid, por las dos caras, o pasaporte, con la referencia "PROTECCIÓN DE DATOS"”. CERRAR
Top 5 de este blog
Etiquetas de este blog
4Ps of Marketing, 2012 Olympics Games, 2014, accident, ad campaign, add value, adidas, adobe acrobat, ads, advertisements, airlines, airline social media, amazon, amazon products, apple, attention, attention seeker, attract customers attention, BA ad, baby and me, baskin robbins, become obsolete, benedict XVI, beneficial, best buy, be timeless, blog, brand, brand identity, branding, brand in the mind of consumers, brand marketing, brand notice, brands, brand slogan, brasil 2014, brazil 2014, british airways, british airways ad campaign, budgeting, budgeting and doing, candy crush, carrefour, cell phones, CEO, change, chewing gum, clients, coca cola, color, color phycology, communicate over wireless media, communication, companies make, company logo, company slogan, competitors, con, connected customers, consumer attention, consumer behaviour, consumer behaviour and buying decision, consumer decision journey, consumer decisions, consumer psychology in a digital world, consumers, consumers life and buying decisions, consumers make, consumer solutions, consumers’ attention, current generation, customer care, customer centric, customer decisions, customer experience, customer focused, customer loyalty, customer psychology, customers, customer satisfaction, decision power, dependant on technology, designing, Developing a Marketing Plan, difference, differentiation, digital business, digital communication platforms, digital impact, digital technology, digital world, dove, emails, emotional ad, emotional ad campaigns, engage consumers, engagement, engage with consumers, enhancing the fan experience, era, essence of marketing, evian, experience, extra, facebook, fan experience, federal express, fedEx, fifa worldcup, francis, gandhi, girls vs boys, goldiebox, google, google search engine, hidden meanings, hidden meanings in their logo, holland, honest slogans, idea, idea in the mind of consumer, identification, images in your mind, impact of technology on society, importance and benefits, increased access to mobile and tablet technology, info, instagram, instantly meaningful, interactive billboard campaigns, Interactive Billboards, internet, internet addiction, internet explorer, jamesons irish whiskey, klm, lego, life easy, linkedin, local, Local activation, logo, logo color, logo design, logos, london ad, long-term value, louis vuitton, loyal, machines, mahatma gandhi, malaysia airlines, marketing, marketing campaigns, marketing environment, marketing mistakes, marketing plan, marketing strategies, market niche, market researchers, mcdonalds, mckinsey, meaningful, meaningful interaction, meaningful over time, media, media attention, memorable, mexico, milk products, minds, mistakes, mobile, mobile apps, mobile marketing, mobile technology, monopoly, multiple channel audience, mundial, need, negative effect os social media, negative space, nestle, netflix, new business, nike, nokia, no limits to advertising, Olympics Games 2012 London, online information, online interest, online messengers, online videos, online viewers, Oreo, panasonic, pepsi, personalization, personalized experience, pope, positive effect of technology, potential customers, power of internet, proactive social media strategies, procter and gamble, product development, product ratings, products, prospects, prosumers, psychological perspective, psychology, psychoogy of consumers, public engagement, purchasing decisions, purchasing funnel, Re-analyzing, Re-budgeting and doing., Re-designing, real-time, research, results, Return on Investment, return on your Marketing Investment, reviews, rio de janeiro, ROI, Royal Dutch Airline, segmentation, segments, services, shares, shopping, skillfull execution, slogan, small business, smartphones, soc, social, social media, social media platforms, SoLoMo, spread knowledge, starbucks coffee, strategy, Super Bowl 2013, symbol, symbol trigger, tablets, target audience, target customers, targeting, target you customers, technological device, technology, technology impact, television coverage, timing, toyota, toys store, traditional customers, tragedies, twitter, uckraine, ugg, uggs, videos, Viral Marketing, viral marketing campaigns, visa, web communication, wikipedia, world cup, worldcup 2014, worldcup 2014 brasil, youthful audience, youtube