Symbolism in Logos: Hidden Meanings That Elevate Your Brand

The world's most iconic logos often have more to them than meets the eye. Beyond their colors and shapes, they contain layers of symbolism—hidden meanings and clever ideas that communicate the brand's story, values, and mission on a deeper, subconscious level.

Using symbolism in your logo design is a powerful way to move beyond a simple, decorative mark and create a brand identity that is rich with meaning and intrigue. A clever symbol can be a conversation starter and can create a "lightbulb moment" for a customer that makes your brand instantly more memorable and intelligent.

Let's explore how some famous brands use symbolism and how you can think about incorporating it into your own logo.

Famous Examples of Symbolism in Logos

1. FedEx: The Hidden Arrow

This is one of the most classic examples of hidden symbolism. If you look at the negative space between the "E" and the "x" in the FedEx logo, you'll see a perfectly formed arrow pointing to the right.

• The Symbolism: The arrow represents speed, direction, precision, and moving forward—all core attributes of a delivery service. It's a subtle but brilliant way to communicate the brand's core promise.

2. Amazon: The A-to-Z Smile

The orange arrow in the Amazon logo does two things at once.

• It's a Smile: The curve of the arrow creates a smile, suggesting customer satisfaction and a friendly, approachable brand.
• It Points from A to Z: The arrow starts at the "a" and points to the "z."
• The Symbolism: This cleverly communicates that Amazon sells everything, from A to Z, and that their goal is to make their customers happy.

3. Baskin-Robbins: The Number 31

The Baskin-Robbins logo looks like a simple "BR" monogram. But if you look closely at the pink parts of the letters, you'll see the number "31."

• The Symbolism: This represents the company's famous "31 flavors" slogan—a different flavor for every day of the month. It's a playful, hidden nod to their brand's history and unique value proposition.

4. Toyota: The Three Ellipses

The Toyota logo is made up of three overlapping ovals or ellipses.

• The Symbolism: According to Toyota, the two inner, perpendicular ovals represent the heart of the customer and the heart of the company, overlapping to form a mutually beneficial relationship. The outer oval represents the world embracing Toyota. The shapes also cleverly spell out every letter of the name "Toyota."

How to Think About Symbolism for Your Own Logo

You don't need to create a complex, multi-layered puzzle. Even simple symbolism can add a lot of depth to your brand.

1. Start with Your Core Concepts

What is the single most important idea or value you want your brand to communicate? Is it speed? Trust? Growth? Community? Start with this core concept and brainstorm visual metaphors that could represent it.

• Growth: Could be represented by a leaf, a sprout, or an upward-pointing arrow.
• Community: Could be represented by overlapping circles, a group of figures, or a house shape.
• Speed: Could be represented by wings, lightning bolts, or forward-moving lines.

2. Use Negative Space

Negative space is the "empty" space around and between the elements of your design. As seen in the FedEx logo, it's a fantastic place to hide a clever secondary image or symbol.

3. Create a Double Entendre

Can your logo's symbol represent two things at once? The Amazon smile is a perfect example of this. This creates a satisfying "aha!" moment for the viewer.

4. Don't Force It

The most important rule is that your logo must be simple, clear, and effective at first glance. The symbolism should be a secondary layer of meaning that adds depth and delight, not a primary feature that makes the logo confusing or hard to understand. If the hidden meaning is so obscure that no one will ever get it, it's not effective.

Conclusion

Symbolism is what elevates a logo from a simple graphic to a piece of intelligent and memorable branding. It's a way to communicate your brand's story and values in a single, powerful mark. By thinking deeply about the core concepts of your business and exploring clever visual metaphors, you can create a logo that not only looks great but also creates a deeper, more meaningful connection with your audience.