- It turns out there's more being
advertised to you than you even know.
The FedEx logo is possibly one
of the most famous logos with a hidden message,
and that's mostly because when you see
what's hidden in plain sight,
you don't have just one, but two, "Oh," moments.
Once, when you see the hidden arrow that's formed
in the negative space between the second E and X in FedEx,
and the second time when you suddenly understand
that what the image is subtly implying
is that FedEx is always moving forward.
This clever symbol, which has won 40 awards,
was designed by Lindon Leader in 1994
when he was senior design director at Landor Associates,
a brand consulting and design firm.
Lindon claims that his hope for the arrow
was that it would surprise potential customers,
which would make them remember it.
On May 15th, 2003, the 35th anniversary
of Rolling Stone magazine ranked the FedEx logo
as one of the eight best logos of the previous 35 years.
That's pretty impressive.
Every since Dave Thomas opened the doors
to his first restaurant on November 15th, 1969,
Wendy's has offered square hamburgers
and Frosties that are too thick to drink with a straw.
And while the menu has changed a lot
over the past years, one thing that hasn't
is how proud the company is of their food.
The Wendy's logo has always driven home the idea
that you'll be dining on old-fashioned delicious food there,
but the latest design released in early 2013
may be driving that point home subliminally.
If you take a close look at the collar around Wendy's neck
in the cartoon image of their logo,
you can distinctly make out the word mom.
Once it was discovered, the company
actually took some heat from customers
and of course keyboard warriors,
who were upset over the burger chain's attempt
to market to them without them being aware,
their biggest claim being that the logo
made them unknowingly connect Wendy's
with their own mother's home cooking.
Created by Theodor Tobler and his cousin Emil Baumann
in Bern, Switzerland in 1908,
Toblerones are world famous for their unique taste
and the distinctive triangular prism shape of each piece.
A mixture of Swiss milk chocolate, honey, and almond nougat,
Toblerones are incredibly popular,
especially around the holidays.
Since at least the year 1220, the city of Bern's seal
and coat of arms has had a big bear climbing upwards on it.
As a proud tribute to the city
in which the confectionary was first made,
Toblerone's logo also has a bear in it,
though it's pretty well hidden.
If you look closely at the Matterhorn high mountain
that's in the chocolate bar's logo,
you should be able to make out in the negative space
the silhouette of a bear standing upright on its hind legs.
The animal seems to be either walking or dancing,
clearly happy to be on such a delicious product.
In August of 2008, three men, Ben Silbermann,
Paul Sciarra, and Evan Sharp, founded an internet
and application company called Cold Brew Labs.
They ran it out of Sciarra's home in California.
After the company's first product,
a shipping assistant app called Tote,
failed to resonate with users,
Silbermann realized what people needed was a catalog
of ideas, and so the company launched Pinterest,
a photo sharing web site and mobile application.
In keeping with the pin board style
and a reminder to everyone of just what the site does,
the logo for the company has a very specific hidden image.
Fittingly, the P in the word Pinterest
closely resembles an actual pin.
While many may see this as a bit on the nose,
Michael Deal and Juan Carlos Pagan,
the logo's designers saw a map pin
the more they looked at the P,
and thus formed the logo around that idea.
As one of Sony Corporation's most well-known
and respected brands, Vaio impressed the world
of computers starting back in 1996.
The brand was sold by Sony to Japan Industrial Partners,
an investment firm, in February of 2014,
but the firm chose to keep the unique logo
that Sony had made for it probably because
of how true to the products it really is.
Designed by Timothy Hanley,
the logo consists of what appears to simply
be a confusing way to write the word Vaio,
mashing together the concepts of both
analog and digital technology.
The V and A form a replica of a sine wave signal,
which represents analog, while the I and O
are made to look like a one and a zero,
which represent binary digits.
Vaio initially stood for Video Audio Integrated Operation,
but today stands for Visual Audio Intelligent Organizer.
It's no wonder Sony worked to keep the same
four letters when their logo is this cool.
Have you ever been on the globally popular
online shopping site, Amazon.com,
and thought, "Hey, is that logo smiling at me?"
Well, if so, you definitely wouldn't be alone.
The first iteration of the current logo
was designed by Turner Duckworth in 2000
as Amazon made a big switch from a site that sold books
to a site that sold pretty much anything.
In addition to presenting a happy smiling demeanor
reflecting the positivity and satisfaction
that comes with shopping on their web site,
that little orange smiling line in the Amazon logo
is also doing something else to show
what the company is promising.
Originating at the first A in Amazon
and ultimately pointing at the Z,
the arrow represents the company offering everything
from A to Z when it comes to the customer's needs.
The logo has been so well-received
that often Amazon uses the arrow by itself
to brand boxes and products.
Okay, for this logo, you're going to
have to tilt your head a bit.
Hershey Kisses have been around since 1907,
when they first got their name for what's widely believed
to be the sound heard in the manufacturing plant
when the milk chocolate was plopped out
into the now world famous bell shapes.
Kisses have been wildly successful
with over 60 million of them produced in two factories
every day to support the high demand for them.
Much of that demand comes from clever advertising
and overall marketing done for the confectionary,
which includes the incredibly creative logo for the kisses.
To see the hidden image in the Hershey Kisses logo,
simply turn your head to the left.
You should see between the K and the I in Kisses
a little unwrapped Hershey's Kiss.
It looks like it's just been baked right into the word.
How cute.
When advertising your product,
especially when it's edible,
it's always good to show people enjoying it.
But while some companies show this
through print media or commercials on television,
Tostitos, the snack that proudly holds
the crown as the king of corn chips,
actually shows people enjoying the product
right in their logo.
When Frito Lay's, a division of PepsiCo,
released Tostitos to the American consumer in 1980,
the chip quickly became a popular food.
In September of 2003, the company decided
to update the product's logo, but in the process
of adding more color to the word Tostitos,
a hidden image was also added.
If you look carefully at the Ts,
you'll see they're actually two people
sharing a triangular corn chip that are about to dip it
into the dot of the I, which is shaped like a bowl of salsa.
Though updates have been made since 2003,
this image is still at the center of Tostitos today.
Founded in Glendale, California in 1945,
Baskin Robbins was created when Burt Baskin
and his brother-in-law Irv Robbins
merged their individual ice cream parlors into one big one,
with the ambitious promise that their customers could enjoy
a different flavor of ice cream every day of the month.
To keep this promise, the company consistently
has 31 flavors of ice cream always available,
and this became what Baskin Robbins is known for even today.
Their current logo was unveiled in 2007,
a year after the start of a new
branding push for the company,
and though it's clear to see the B and R
in the colorfully bright image,
it's a touch harder to notice that the number 31
still holds a place in their advertising,
making up the front of the letter B
and the back of the letter R.
The pink 31 is the same color as the spoons
Baskin Robbins gives to customers
looking to taste the flavors.
In October of 1989, Toyota Motor Corporation
revealed its new logo to the world
by putting it on the front of the Celsior,
their luxury model vehicle,
and it quickly became well-received.
But when you look at the symbol for the car manufacturer,
you may see an eye or maybe even a bull's head
if you squint a bit, and while these make sense,
what's hidden within it is pretty extraordinary.
According the company, the two smaller ovals
in the center of the logo represent the heart
of the company itself and the customer,
revealing the mutually beneficial
and trusting relationship that they share.
The outer larger oval represents the world embracing Toyota.
While you may see the T for Toyota clearly,
take a moment to examine it closer,
and you'll realize that literally
all of the other letters in Toyota are also there, too.
Plus, these two small rings overlap in a way
that perfectly represents a steering wheel.
Well done, Toyota.
Thank you guys very much for watching this.
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Have a great day.