Look Closer: Famous Logos with Clever Design Secrets

Marketing is all about getting your brand and message in front of a consumer. This is done in a variety of ways, from ads to clever PR pitches and strategies to logos. Some of these can be done as upfront and in-your-face as possible, while others are more subtle. We’re here today to discuss the latter, and in particular, the use of subtlety in brand logos. You’ve probably, for instance, been told or noticed that the FedEx logo hides an arrow. According to ZenBusiness.com, the arrow represents “speed, accuracy, strive for perfection, and perseverance in achieving goals.” However, did you know there are several other companies with similarly clever logos that, with varying degrees of subtlety, are getting a message across with their logo?

We break down a few of these logos, and perhaps you’ll, for the first time, be like, “Oh, I see it!”

Amazon’s A to Z

Amazon’s logo is known for its smile, which puts forth a happy, positive image to customers as they receive their packages in the mail or see the trucks driving across the country or on the website. However, you may not have noticed the arrow connecting A to Z. This message is integral to Amazon, which started as a bookseller but now truly sells, it seems, everything from A to Z. By incorporating this into their logo, they’re suggesting as much and further emphasizing their desire to be your one-stop shop for shopping needs.

Baskin Robbins’ 31 Flavors

Baskin Robbins underwent a rebrand in 2022, bringing a new look to their iconic logo. What didn’t change through the years, however, is the clever incorporation of the number 31, which represents the number of ice cream flavors you can get at Baskin Robbins. If you asked someone who’s never been to Baskin Robbins, they likely at least know it’s known for its 31 flavors. That’s an image that’s pushed continually, though subtly, by the logo.

Colgate’s Subtle Smile

Returning to the idea of smiles—certainly not invented by Amazon—Colgate likewise has a subtle smile in their logo. This smile hasn’t always been incorporated in the primary logo, as it’s largely been a simple, clean white logo on a red background. However, the addition of the smile below makes sense as it helps whomever is looking at it now envision the clean white logo as the teeth they presumably hope to have after using the product.

(Smiles could be a whole sub-category, as they’re used by many companies, including Hasbro, IHOP, and LG.)

FedEx’s Famous Arrow

Of course, we’d be remiss not to mention FedEx again. There’s a moment for so many where they look at the logo and have the eureka moment, or when a friend or web article tells them it was there all along. Though it’s not the first subtle logo, it’s certainly one of the prime examples of such. According to ZenBusiness.com, the arrow represents “speed, accuracy, strive for perfection, and perseverance in achieving goals.”

Instagram’s Evolving Camera Icon

Not all logos begin with hidden design elements—some, like Instagram’s, evolve into them. Instagram’s first logo was clearly modeled after instant film cameras, similar to those Millennials and older generations grew up with. Over time, as the platform expanded beyond just sharing photos, the logo became more minimalist. The current version retains the essence of a camera but does so with simple lines and a duotone color scheme. This evolution mirrors Instagram’s growth from a simple photo-sharing app to a multifaceted social media powerhouse.

NBC’s Colorful Peacock

NBC’s logo is perhaps less subtle; however, it’s no less a good example of strong branding. Originally, NBC adopted the Peacock and its colorful iteration of its logo in part, according to LogoMyWay.com, to help emphasize color TVs, since NBC was owned by RCA, whose product included— you guessed it—color TVs. Now, we’re far past color being a novelty, but as NBC has evolved, so has the importance of the Peacock. It now also serves to remind consumers (potentially) of Peacock, the streaming service. You certainly think of NBC when you see it, and now it’s been lovingly spoofed as well, as can be seen here.

For more on NBC’s logo evolution, check out this LogoMyWay article.

Snapchat’s Vanishing Ghost

Snapchat, on the other hand, launched with a logo that was subtle to some—after all, what does a ghost have to do with sharing images? However, once you understand the platform’s core concept of disappearing messages, the connection becomes clear. The ghost, named “Ghostface Chillah,” represents the ephemeral nature of Snapchat posts. Over the years, the logo has evolved slightly, simplifying its design by removing the ghost’s facial features, but the core symbolism remains the same: fleeting, momentary content that vanishes just like a ghost.