Look closer: the appeal of hidden messages within logos

There is an appeal to images that have interactive or immersive qualities. Images that require viewers to become involved with a logo leads them also to become involved with the brand. Some of the most successful companies can attribute their popularity to their clever logo designs, including the following five:

The Formula 1 logo follows a successful design hierarchy, utilizing only two colors and white space, implied movement and minimalist graphics and font to create a solid visual. The catching aspect, however, lies in the white space between the F and the red "speed blur" graphic; the mind's eye sees the "empty" space as a 1, creating the F1 to represent the name of the brand.

Another successful logo is the Goodwill logo. As with the Formula 1 logo, Goodwill’s image only features three colors, two being black and white. The blue used for this logo is neither dull nor offensively bold; it is a color that is accessible and harmonious with the image. The boxy font also meshes well with the square shape of the logo. Hidden within this logo is a repeating character; while the image in front of the blue box appears to be the half of a smiling face (which in itself conveys “goodwill” and friendliness), closer analysis actually reveals it to be the exact g in the beginning of Goodwill right beneath it. This design is successful because it adds consistency in ways that may not be immediately recognized upon an initial viewing, even though all details are upfront.

The logo for LG is similar in aesthetic to Goodwill’s. A minimalist design resembling a smiling face is actually made of the letters L, for the “nose,” and G, for the “mouth/smile.” This logo is successful because it utilizes only two colors and four graphics (the L, the G, a circle for the face’s eye and a circle upon which all other elements are placed).

Although Amazon’s logo has the feature of a “smile,” just like those of LG and Goodwill, the yellow arrow serves another purpose. It is scene extending “from a to z,” indicative of Amazon’s ability to ship just about anywhere. Two colors allow for the logo’s main components to stand out; the representative arrow and the company’s name in a standard black font. The name is also in all lowercase letters, making the company seem relatable and level to customers.

Finally, the Baskin Robbins logo adheres to a successful design hierarchy also, having in common aspects with some of the previous logos, such as a three-color scheme, accessibility with the brand’s name in all lowercase letters, and a hidden image that reveals something about the company. The magenta parts of the logo’s uppercase B and R, when viewed alone, makes out 31, indicative of the amount of flavors of ice cream that the company produces. By separating these shapes from the bases of the letters, the eyes are able to make out numbers that further stand out with the use of color. All of the logo’s elements are contained within a circle, giving the appearance of a wholesome and encompassing company.

Implied design can be just as successful as explicitly visual statements when incorporated with intention and consideration. Hidden elements can be translated as personal touches that encourage potential audiences, clients, consumers, etc. to get involved with the company or individual being promoted.