1 / 15VIEW ALL
Check out the white space between the E and x in “Ex.” Can you spot the arrow? Now you’ll never be able to look at a FedEx truck or box without seeing it.
2 / 15VIEW ALL
Famous for its 31 ice-cream flavors (though the company’s expanded beyond that original number at this point), Baskin-Robbins unveiled this new logo in 2006 to commemorate its 60th anniversary.
3 / 15VIEW ALL
Though I’ve carried Tostitos bags into many parties and barbecues, I’d never noticed the celebration going on in the logo itself. The second and third t’s are sharing a chip over an i that is dotted with a salsa bowl. Yum!
4 / 15VIEW ALL
Penn State became the eleventh member of this university athletic conference, hence the embedded “11” in its logo. However, the University of Nebraska–Lincoln will become number twelve in a couple of years, meaning another logo change is probably in the works.
Pittsburgh Zoo & PPG Aquarium
5 / 15VIEW ALL
The tree stands out almost immediately, but if you give the image more than a cursory glance, the designer’s remarkable use of white space becomes clear. There’s a lot of life in this logo, which makes it perfect for a zoo-aquarium combination.
6 / 15VIEW ALL
Before merging with Delta, Northwest’s logo was one of the best in the industry. The N and w within the circle are fairly obvious, but did you know the circle also serves as a compass? And guess which direction the arrow in the upper-left-hand corner (or the beginning of the w) is pointing?
7 / 15VIEW ALL
What looks like half of a happy face is also a bigger version of the G in Goodwill’s name. It gives the logo an entirely different feel when you think about it that way.
Le Tour de France
8 / 15VIEW ALL
It’s funny how often you see a design without picking up on its most interesting aspect. I didn’t see the person riding a bicycle until a friend pointed it out. (The yellow circle is the front wheel and the r is the body, if that helps.)
9 / 15VIEW ALL
There’s a slightly obscured bear within the Matterhorn Mountain if you look closely. That’s because the candy bar hails from Bern, Switzerland, a city supposedly named for a bear.
10 / 15VIEW ALL
The name of this French international retail chain translates to “crossroads,” or “intersection” in English. The two arrows pointing in opposite directions indicate this, but there’s also a big C hidden in the white space.
London Symphony Orchestra
11 / 15VIEW ALL
The seemingly simple design is both an acronym for the London Symphony Orchestra and a conductor conducting with a baton in his right hand. Neat, huh?
12 / 15VIEW ALL
This was the Brewers’ emblem from 1978 until 1993. An art history student designed the baseball glove composed of an m and a b for a 1977 logo contest. Now it’s one of the most famous logos in baseball.
Washington State University
13 / 15VIEW ALL
Washington State University’s mascot is a cougar, but putting a picture of an actual cougar in the logo would be so boring. Instead, the cougar is created with creative exaggerations of the letters W, S, and U.
14 / 15VIEW ALL
The Kisses logo doesn’t have much to it, but if you look at it sideways, you might see a chocolate kiss formed between the K and the I. Subliminal marketing, perhaps?
15 / 15VIEW ALL
I never thought about the reason for the arrow under Amazon until I noticed where the arrow begins and ends: a and z. Because Amazon offers everything from A to Z! It’s possible I’m the last person on Earth to figure this out.