This document discusses several popular logos that contain hidden symbolisms or meanings not immediately apparent. It provides examples of logos for companies or organizations like the Big Ten conference, Goodwill, Amazon, Toblerone, Baskin Robins, FedEx, Continental Airlines, the Milwaukee Brewers, and Northwest Airlines that encode additional symbolic information through negative space, embedded images, or other subtle design elements related to their business, history or values.

1. Popular Logos with
Hidden Symbolisms
(or the importance of positive and negative space
to designers!)
Source: http://sixrevisions.com/graphics-design/popular-logos-with-hidden-
symbolisms/#more-1709

3. The Big Ten Conference is the United States’ oldest Division 1 college
athletic conference. Since Penn State joined in 1990, there have been 11
schools in the Big Ten. They revamped their logo by placing a hidden
number 11 on either sides of the letter T to stand for the actual number of
schools in the division.

5. Goodwill is a nonprofit organization that helps disadvantaged people in
North America. The letter G in the logo is a smiling face, conveying the
notion that Goodwill provides happiness and relief to those in need.

7. If you look at the diamond icon on the left of the company’s name, you
will see that it spells out Sun starting from any corner. It is a wonderful
example of symmetry.

9. This logo has been around for over a decade, but many people do not know
that there’s a hidden symbolism in Amazon’s logo. The arrow from A to Z
represents that the website sells everything from A to Z, and doubles as a
"smile" to suggest satisfied customers.

11. In the company’s logo, you will see a bear hidden in the
mountain. The bear is the symbol of the city of Berne in
Switzerland where Toblerone is produced.

13. At first glance, this logo looks simply like the initials for Baskin Robins but if
you take a second look, you will see the number 31 in the acronym
(highlighted in a pink color). This stems from the idea that Baskin Robbins
sells 31 types of ice cream, one for each day of the month.

15. The hidden rightward-pointing arrow in the negative space
between the letter E and X conveys the speed and precision
of the company’s delivery service.

17. At first glance, this logo looks like a map of Africa, but if you take
a closer look, you will see two people facing each other.

19. The old Milwaukee Brewers logo uses the team’s initials (B and M) to form a
catcher’s glove holding a ball.

21. The old Northwest Airlines logo has a very clever icon. Not only does the icon
on the left of the text spell out N and W, but the arrow and circle symbolizes a
compass pointing in the northwestern direction.

22. End