By Dominic Green | Business Insider – Mon, May 13, 2013 11:28 AM EDT
There's the initial recognizability factor—if a logo is too complex or unrelated to its brand, it risks being glanced over without communicating its brand's message. For that reason, modern logos tend to err on the side of boldness and simplicity.
But a closer look at many logos reveals more subtle marketing tactics.
You may have noticed the subliminal features of some of these designs in the past. But have you looked hard enough to see them all?
FedEx — The FedEx logo hides an arrow in its negative space. Even a glance subliminally inspires thoughts of efficiency and forward motion.
FedExBaskin Robbins — This logo, introduced in 2005, cleverly uses the company's initials to advertise its number of ice cream flavors (31).
Baskin RobbinsTour de France — Slightly more abstract than the other examples, the Tour de France logo contains a well-integrated biker.
Tour de FranceToblerone — See the dancing bear in the mountain? The design is a tribute to the Swiss town where the chocolate was developed.
TobleroneMilwaukee Brewers — It's easy to miss the second meaning of this throwback logo from the baseball team.
Milwaukee BrewersAmazon — The cleverness of this logo is twofold. The arrow points from a to z, referring to all that is available on Amazon.com, and it doubles as a satisfied smile (with dimple).
AmazonTostitos — The not-so-hidden design within this logo conjures up feelings of togetherness and friendship over chips and salsa.
TostitosClick here for the full list of logos.
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