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A logo is not a brand, you’ve heard us say this many times, but that doesn’t mean a logo isn’t a very crucial part of the brand experience. In fact, a logo encompasses everything a brand is about and delivers it all in a shrinkable and recognisable collection of pixels.

Image is consumed 60,000 times faster than text, and visual information makes up 90% of the information that reaches our brain (Visme, 2018). A lot of this takes place subconsciously and can evoke powerful emotional responses unbeknownst to the rational, conscious brain.

So what does this mean for logo design? You’ve gotta be clever and use all this to your advantage. Here’s a homage to some of our favourite logos with hidden meanings…

FedEx img
FedEx – The hidden arrow in between the ‘e’ and ‘x’ to represent speed and efficiency.

Quicksilver – A twist on the well-known print, ‘The Great Wave Off Kanagawa’, the logo sparks recognition in the mind of the viewer.

tesla img
Tesla – Elon Musk took to Twitter to abate curious speculation about the origins of the Tesla logo, he explained it represents the cross-section of an electric motor. (Picture by Daniel Fourie via Quora)

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Amazon – A to Z with a smiley face for extra measure.

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Hunt & Hawk – Not to be bias, but did anyone notice the double ‘HH’ in our hawk wing logo? 😉

Great logo design means digging a little deeper and accessing the collective human experience to embody every aspect of the brand experience. A logo has the ability to propel a brand to wide-reaching success, or be forgotten in the unmemorable masses of information we are exposed to daily.