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I was watching a baseball game the other day, and Ace Hardware (U.S.) had a billboard in the stadium, and I've seen their logo for at least 25 years but it's the first time I noticed the "nail head" shape in the C, weird huh?

http://www.92101urbanliving.com/blog/wp-content/uploads/2008/11/acelogo.jpg

Post some other examples of famous logos that have a hidden symbol (like the FedEx "arrow" seen between the "E" and "x").

I was reading about logos a few weeks ago and it was only then that I noticed the arrow in the Fedex logo. I know. It's shameful. I had never seen it before. Anyway, at that time I also read about the Amazon.com logo.

http://www.mysteryautoincome.com/Images/amazon.logo.wb.2328.jpg

I never honestly really scrutinized it before. But the little smile underneath the wordmark is also an arrow pointing from A to Z -- and when I read that, I suddenly heard a chorus of angels singing. Because at Amazon.com, you can buy anything you can think of: from A to Z!!! I know. Probably another shameful miss. Gimme a break! I haven't been doing logo design for very long.

I admit that I didn't get the "from A to Z" connection in the Amazon logo either. Just looked like a weird smiley shape to me. Now it makes more sense, which is good because I buy a lot of stuff from Amazon.com / .ca / .uk !

thats the nature of a brilliant logo, theres something there that u cant quite put ur finger on.

I LOVE the FedEx arrow but my wife just can't seem to see it (I haven't gotten to the point where I sit here down to study anything other than a truck in motion).

There's a bear hidden in the Toblerone logo - http://www.lilela.net/wp-content/uploads/toblerone_logo.jpg

and the Sun logo uses U and N (the S is implied) - http://blog.corporatelogos.ws/wp-content/uploads/2009/02/sun.jpg

Find the "kiss" in the Hershey Kisses logo.

http://www.hersheys.com/kisses/

VectorTech Graphics said:

Find the "kiss" in the Hershey Kisses logo.

http://www.hersheys.com/kisses/

Clever!

The idea of a hidden symbol really works to me...
I have been trying to create logos with a hidden symbol and when I explain to the client "Once you see it, and everytime you see it again, your eye will be at the hidden element..." Never believed me... I guess I really hide them :))
GoNorth, nice post btw!

@VectorTech - Is the kiss between the "K" and "i" in Kisses? :)

How about this one?
I did hidden symbol in Logotournament contest:
https://logotournament.com/contests/acex_business_development_group_inc

:)

http://media.marketwire.com/attachments/200708/359515_SafeAuto_logo_rgb.jpg
If they didn`t point it out in the commercial, I wouldn`t find it out :)

Is it the rearview mirror?

Yup :)

The Big Ten Conference added an 11th team years ago. They kept the name Big 10, but hid an "11" in the logo.

http://www.bigten.org/

I Have put something into my firm Logo:
https://logotournament.com/logodesigners/andy_shaw

What do ye think?

ibot said:

How about this one?
I did hidden symbol in Logotournament contest:
https://logotournament.com/contests/acex_business_development_group_inc

:)

That is very cool man!

Berrido said:

ibot said:

How about this one?
I did hidden symbol in Logotournament contest:
https://logotournament.com/contests/acex_business_development_group_inc

:)

That is very cool man!

really good ... you won more than one time in this contest

xrox had a cool one here recently

https://logotournament.com/images/entries/9608390312-223.jpg

akronix said:

xrox had a cool one here recently

https://logotournament.com/images/entries/9608390312-223.jpg

Thanks. I wish you were judging that contest. ;-)

zrox said:

akronix said:

xrox had a cool one here recently

https://logotournament.com/images/entries/9608390312-223.jpg

Thanks. I wish you were judging that contest. ;-)

Lol it was unexpected indeed the way it ended :P, but your idea was really nice! as well as the idea that won the contest.

http://www.wjfw.com/Photos/Goodwill.jpg

i always saw the smiley face but did not realize it matched the "g" in the name
they are building a new one right by me and see it a couple of times a day.

the B said:

http://www.wjfw.com/Photos/Goodwill.jpg

i always saw the smiley face but did not realize it matched the "g" in the name
they are building a new one right by me and see it a couple of times a day.

Oh yea I noticed that one a couple days ago, very cool

that goodwill one is amazing, the icon and the letter 'g' in the text are actually exactly the same and yet one looks like a face and the other like a G because of the context, very interesting

i know that is really simple but i have this

https://logotournament.com/images/entries/4247399810-223.jpg

thats pretty cool LG

bit too many effects for my taste but the idea is very nice =)

tnx bugy .. i think you will prefer this ;)

https://logotournament.com/images/entries/2977400274-223.jpg

bye

I saw this one by Akronix a few minutes ago and thought I'd add it to the mix:

https://logotournament.com/images/entries/5512404426-350.jpg

The contest is for a company that has a gallery of digital media about airplanes. Notice the bird's eye view of the nose of an airplane in the "a" -- the windows make the connecting bar across the "a". Sweet!