CoverPhoto for Oomph Infographic - 40 Brand Logos with Hidden Messages

It’s no secret that your logo is an extremely important part of your brand.

That is why we have talked at length about this subject on the Webs blog: from choosing the right color, to small business logo design principles, to which tools you can use to design your own logo.

The logos with the most impact are always those that take their design to the next level. They look beyond the aesthetics of the design, and think about how to make the most of negative space or what simple messages they can convey through design to reinforce their brand.

The most famous of brands to do this was FedEx. To subtly ingrain how speedy their delivery can be, they hid a symbol within their logo design. If you take a close look at their logo below, you should see an arrow being made out of the negative space between the E and X.

FedEx Logo
Image Source: Logopedia


Mind blown?

AdWeek shared an infographic by British plastic card maker Oomph, which collected 39 other brands who have done similar design tricks for their logos.

A few of our favorite brand logos truly pay tribute to the core of their branding messages:

1. Tostitos
The two T’s in the middle of the word resemble two people dipping a chip in the bowl of salsa representing the dot for the ‘I.’ Adding this to the Tostito’s logo really shows off how their festive chips bring people together to have a good time!

Tostitos Logo
Image Source: Daily Finance


2. Baskin Robbins
I can’t tell you how many times I have seen this logo (I really like ice cream), but it wasn’t until I saw this infographic that pointed out why the fancy BR typography in the logo has different colors. Part of Baskin Robbins appeal to its audience is the abundance of flavors it provides; 31 to be exact. Wait, the pink in their logo’s initials just became a lot clearer…

Baskin Robbins Logo
Image Source:


3. Washington Capitals Hockey Team
As a native Washingtonian, it was obvious to me why the Washington, D.C. hockey team chose the national emblem of an Eagle as their logo. But again, this infographic pointed out the subtle brilliance of utilizing negative space in a design. Does the white space between the eagle’s wings look familiar? Yup, that’s the U.S. Capitol alright!

Washington Capitals Logo
Image Source: Wikipedia


Therefore, when doing your own logo design, see if you can find fun and creative ways to push your brand’s message even further! Do you already have a brand-conscious logo? Share with us in the comments!

WARNING: This infographic has such interesting material you may be scrolling through this page for an extended period of time. Enjoy!

(View larger)

Oomph Infographic - Logos

About the Author: Deanna Zaucha is the Content Marketing Coordinator for Webs and Pagemodo, and also manages our social media presence. She can be found on a dance floor, or on her iPhone keeping up with trends in marketing and tech. Get more from Deanna on the Webs Blog and Twitter.

2 Responses

  1. Reply
    John sanderson
    Jun 19, 2015 - 09:50 AM

    The lniks to the infographic are actually broken!

    • Reply
      Sarah Matista
      Jul 09, 2015 - 10:39 AM

      Sorry you’re having trouble John, the links seem to be working okay on our end. I hope the graphic displays alright for you within the post, even if you can’t link to it!

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