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27 Hidden Messages in Company Logos

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How many of these have you spotted?

1. The FedEx Arrow

The classic! As Matthew May said in The Laws of Subtraction, "Nearly every design school professor and graphic designer with a blog has at some point focused on the FedEx logo to discuss the use of negative space." I recently pointed out the arrow to my five-year-old daughter and blew her mind. 

2. The Old Milwaukee Brewers Logo

There's a Facebook group called Best Day of My Life: When I Realized the Brewers Logo Was a Ball and Glove AND the Letters M and B. If for you that day is today, this must be very exciting. Soak it up.

3. Toblerone

Look! There's a bear in the mountain! There's also something hidden in the candy's name: Toblerone is a portmanteau of its creator’s name, Theodor Tobler, and “torrone,” an Italian word for a type of nougat.

4. Pittsburgh Zoo

It's a tree! And a lion! And a gorilla! And now it's no longer hidden.

5. Roxy 

The female clothing line owned by Quicksilver takes its parent company’s logo and doubles it to make a heart.

6. Hershey Kisses 

Tilt your head to the left to see this one: The brown space between the "K" and the "I" create a sideways Hershey’s kiss.

7. Yoga Australia

The negative space created by the yogi’s leg and arm makes the shape of Australia.

8. Tour de France

The 'R' is a cyclist.

9. Amazon.com

As David Vik says in The Culture Secret, "That's a subtle reminder to employees and customers alike that Amazon has everything from A to Z."

10. Baskin-Robbins

See that "31," for the "31 flavors"? Yeah. In case it comes up, Burt Baskin and Irv Robbins were brothers-in-law.

11. Tostitos

Two Ts sharing salsa! The logo has changed slightly, but that element remains.

12. Big Ten Conference

The Big Ten likes adding extras into logos. Notice the '11' in the previous logo on the bottom, back when 11 schools were involved. When Nebraska joined, the subtle 11 had to go. The conference explained exactly what it was doing: "[The logo's] contemporary collegiate lettering includes an embedded numeral '10' in the word 'BIG,' which allows fans to see 'BIG' and '10' in a single word."

13. Merck

The pharmaceutical company's logo is made up of a capsule and two pills. In a very scientific poll of the two people next to me, 50% were surprised, while the other 50% said that's the only thing that logo could possibly be.

14. Caribou Coffee

The coffee chain refreshed its logo in 2010, and the caribou's body is now made of coffee beans. But that's not the only change. "While the Caribou in the previous logo was leaping left," the company said, "the caribou now leaps right, signifying the direction the company is heading." You probably picked up on that already.

15. Kölner Zoo 

At first glance, this logo may seem like just an elephant, but you can see a star, rhino, and giraffe in the white space.

16. The Bronx Zoo 

The New York zoo gives a nod to their urban geography: A collection of skyscapers can be seen in the legs of the giraffes. 

17. Magic Coffee 

This logo doubles as a coffee cup and a magicians top hat. Some might suggest this is more of an illusion than magic. 

18. Sony Vaio 

Sony wanted a logo that combined analog and digital technology into one, just as their product does. Designer Timothy Hanley achieved this by blending the two together: The first half of the logo (the "V" and "A") represents the analog wave, while the second half ("I" and "O") represents binary—a computing language written in ones and zeros. 

19. Northwest Airlines 

The airline played with the idea of navigation with this compass-like design. The W has a strategic line in it, creating an N and an arrow pointing northwest.

20. Hope for African Children 

This one is similar to the face/candlestick illusion. The shape of Africa is created in the negative space of a child looking up at a woman. 

21. Spartan Golf Club 

Spartan Gold Club incorporates both elements of their name. The golfer creates the face of a Spartan warrior and his swing becomes the top of the helmet.  

22. Montreal Expos 

At first glance, this logo looks like an "M" in the colors of the French flag. A lowercase "e"  and "b" are tucked into the "M." Officially, the letters stand for Montreal Expos Baseball. A popular theory says that the letters are actually "EJB," the initials of Elizabeth Bronfman, the daughter of a former Expos owner.

23. Arkansas–Pine Bluff Golden Lions 

This lion gets its mane from the letters "UAPB," for University of Arkansas Pine Bluff. 

24. Minnesota Wild 

The Minnesota landscape makes up this logo’s bear shape. A setting sun fills its ear and a running river doubles as the bear’s mouth. Most interestingly, the eye is meant to be the North Star, a potential nod at Minnesota’s previous team, the Minnesota North Stars.

25. Minnesota Twins 


The "win" in Twins is optimistically underlined.

26. Quebec Nordiques 

The now-defunct Canadian hockey team sported a red "N" next to a hockey stick. Together, the images created an igloo. There is a slim chance nostalgic Nordique fans might see their team re-emerge: Canada might add three more franchises in the next 20 years, and Quebec City meets the minimum requirements. 

27. Hartford Whalers 

Before the franchise moved to North Carolina and became the Carolina Hurricanes, the Whalers had a clever logo. The negative space between the "W" and the whale tail create an "H," for Hartford.

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Karrah Kobus/NPG Records via Getty Images
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Pop Culture
5 Killer Pieces of Rock History Up for Auction Now (Including Prince’s Guitar)
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Karrah Kobus/NPG Records via Getty Images

If you’ve ever wanted to own a piece of rock history, now is the time. A whole host of cool music memorabilia from the 20th century is going up for sale through Julien’s Auctions in Los Angeles as part of its “Icons and Idols” sale. If you’ve got the dough, you can nab everything from leather chairs from Graceland to a shirt worn by Jimi Hendrix to never-before-available prints that Joni Mitchell signed and gave to her friends. Here are five highlights from the auction:

1. ELVIS’S NUNCHUCKS

Elvis’s nunchucks
Courtesy Julien's Auctions

Elvis’s karate skills sometimes get a bad rap, but the King earned his first black belt in 1960, and went on to become a seventh-degree black belt before opening his own studio in 1974. You can cherish a piece of his martial arts legacy in the form of his nunchaku. One was broken during his training, but the other is still in ready-to-use shape. (But please don’t use it.) It seems Elvis wasn’t super convinced of his own karate skills, though, because he also supposedly carried a police baton (which you can also buy) for his personal protection.

2. PRINCE’S GUITAR

A blue guitar used by Prince
Courtesy Julien's Auctions

Prince’s blue Cloud guitar, estimated to be worth between $60,000 and $80,000, appeared on stage with him in the late ’80s and early ’90s. The custom guitar was made just for Prince by Cloud’s luthier (as in, guitar maker) Andy Beech. The artist first sold it at a 1994 auction to benefit relief efforts for the L.A. area’s devastating Northridge earthquake.

3. KURT COBAIN’S CHEERLEADER OUTFIT

Kurt Cobain wearing a cheerleader outfit in the pages of Rolling Stone
Courtesy Julien's Auctions

The Nirvana frontman wore the bright-yellow cheerleader’s uniform from his alma mater, J.M. Weatherwax High School in Aberdeen, Washington, during a photo shoot for a January 1994 issue of Rolling Stone, released just a few months before his death.

4. MICHAEL JACKSON’S WHITE GLOVE

A white glove covered in rhinestones
Courtesy Julien's Auctions

A young Michael Jackson wore this bejeweled right-hand glove on his 1981 Triumph Tour, one of the first of many single gloves he would don over the course of his career. Unlike later incarnations, this one isn’t a custom-made glove with hand-sewn crystals, but a regular glove topped with a layer of rhinestones cut into the shape of the glove and sewn on top.

The auction house is also selling a pair of jeans the star wore to his 2003 birthday party, as well as other clothes he wore for music videos and performances.

5. WOOD FROM ABBEY ROAD STUDIOS

A piece of wood in a frame under a picture of The Beatles
Courtesy Julien's Auctions

You can’t walk the halls of Abbey Road Studios, but you can pretend. First sold in 1986, the piece of wood in this frame reportedly came from Studio Two, a recording space that hosted not only The Beatles (pictured), but Pink Floyd, Stevie Wonder, Eric Clapton, and others.

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Wellcome Images // CC BY 4.0
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5 Dubious Historical Antidotes for Poison (and What Actually Works)
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An artificial bezoar stone from Goa, India
Wellcome Images // CC BY 4.0

When it comes to their health, humans will believe just about anything. In this extract from the new book Quackery: A Brief History of the Worst Ways to Cure Everything, authors Lydia Kang, MD, and Nate Pedersen discuss some of the more questionable ways people once tried to protect themselves from poison—whether or not the methods actually worked.

Poison is everywhere. Naturally or unnaturally, it can be in the soil (arsenic), in the air (carbon monoxide), in your drinks (lead), and in your food (cyanide). With so much danger around, it’s no wonder humans have obsessed over finding a universal antidote—the one thing that could save us from all toxins. Imagine you’re a medieval prince about to inherit the throne. Chances are, there are a lot of power-hungry wannabes waiting in the wings. A little arsenic or hemlock might be your best friend or your worst nightmare. Just in case, best have an antidote on standby.

For millennia, a certain amount of magical thinking was employed when arming oneself against poison because science was inconveniently slow to catch up. So grab your handy unicorn horn and a bezoar, and let’s take a look.

1. BEZOARS

Bezoars have been used for centuries as antidotes to poisons. A bezoar is solid mass of undigested food, plant fibers, or hair found in the digestive tracts of animals, including deer, porcupines, fish, and, yes, humans. Anyone with a cat is familiar with the less-cool feline version: hairballs.

Bezoars and other stone-like items created by animals often had a good story behind them. Legends told of deer that would eat poisonous snakes and become immune or cry tears that solidified into poison-curing stones. First-century Arabic author al-Birumi claimed bezoars could protect against one poison called “the snot of Satan,” which we hope never ever to encounter. By the 12th century, when Europe became plagued with, uh, plagues, the bezoar crept into pharmacopeias as panaceas and alexipharmics (poison antidotes).

Bezoars were a seductive notion for the rich and royal, who were at risk of assassination. The stones were often enclosed in bejeweled gold for display or worn as amulets. Indian bezoars, in particular, were sought for life-threatening fevers, poisonous bites, bleeding, jaundice, and melancholy. Consumers were also known to scrape off a bit of bezoar and add it to their drinks for heart health and kidney stones. These tonics were sometimes adulterated with toxic mercury or antimony, which caused vomiting and diarrhea, making buyers think they were effective.

But were they? One team of researchers soaked bezoars in an arsenic-laced solution and found that the stones absorbed the arsenic or that the poison was neutralized. Hard to say if it worked well enough to cure a fatal dose. Ambroise Paré, one of the preeminent French physicians of the 16th century, was also a doubter. The king’s cook, who’d been stealing silver, was given the choice between hanging or being Paré’s lab rat. He chose the latter. After the cook consumed poison, Paré looked on as a bezoar was stuffed down his throat. Six hours later, he died wracked with pain. Perhaps he chose ... poorly?

2. MITHRIDATES

This antidote was named after Mithridates VI, the king of Pontus and Armenia Minor. Born in 134 BCE, he pretty much invented the phrase “what doesn’t kill you makes you stronger” by consuming poisons daily to prevent his own assassination. His royal home was stocked with stingray spines, toxic mushrooms, scorpions, mineral poisons, and a poisonous plant–filled garden. He was so unpoisonable that after his son took over his kingdom and he faced execution, he couldn’t even commit suicide by poison! He begged a guard to stab him to death. (It worked.)

Though the king’s actual recipe for the antidote is nowhere to be found, versions began to circulate after his death, and they became synonymous with the king himself. Compounds with lengthy and expensive ingredient lists prevailed, including iris, cardamom, anise, frankincense, myrrh, ginger, and saffron. In the first century, Pliny the Elder snarkily remarked, “The Mithridatic antidote is composed of fifty-four ingredients ... Which of the gods, in the name of Truth, fixed these absurd proportions? ... It is plainly a showy parade of the art, and a colossal boast of science.”

Showy or not, people would take the extensive mix of herbs, pound them together with honey, and eat a nut-sized portion to cure themselves. At least it endowed them with expensive-smelling breath.

3. HORNS

An apothecary shop sign in the shape of a unicorn
An ivory pharmacy sign in the shape of a unicorn's head
Wellcome Images // CC BY 4.0

Unicorn horns have been considered a part of antidote legend since the mythical beast galloped into literature around 300 BCE. For centuries afterward, real earthly beasts would sacrifice their lives and their horns to slake our thirst for the miraculous, nonexistent animal, including rhinoceroses, narwhals, and oryx. Even fossilized ammonites were used. It was believed that drinking vessels made of such horns might neutralize poisons, and wounds could be cured by holding them close by. In the 16th century, Mary, Queen of Scots reportedly used a unicorn horn to protect her from poisoning. Too bad it didn’t prevent her beheading.

4. PEARLS

Pearls have long been thought to be powerful antidotes. A beautiful, rare gem created by the homely oyster, a pearl is born out of annoyance (the mollusk secretes iridescent nacre to cover an irritant, like a parasite or grain of sand). Pretty as they are, they’re about as useful as the chalky antacid tablets on your bedside table; both are chiefly made of calcium carbonate. Good for a stomachache after some spicy food, but not exactly miraculous.

Pearl powder has been used in traditional Chinese medicine to treat a variety of diseases, and Ayurvedic physicians used it as an antidote in the Middle Ages. It was also reported to make people immortal. An old Taoist recipe recommended taking a long pearl and soaking it in malt, “serpent’s gall,” honeycomb, and pumice stone. When softened, it would be pulled like taffy and cut into bite-sized pieces to eat, and voilà! You would suddenly no longer need food to stay alive. Cleopatra famously drank down a large and costly pearl dissolved in wine vinegar, though in that case she wasn’t avoiding poison. She didn’t want to lose a bet with Antony—which might have fatally injured her pride.

5. THERIAC

Albarello vase for theriac, Italy, 1641
A vase for theriac, Italy, 1641
Wellcome Images // CC BY 4.0

Theriac was an herbal concoction created in the first century by Emperor Nero’s physician, Andromachus, who was reported to have Mithridates’s secret notes. It was a mashed formula of about 70 ingredients, including cinnamon, opium, rose, iris, lavender, and acacia in a honey base. In the 12th century, theriac made in Venice was branded as particularly special, and Venetian treacle (derived from a Middle English translation of theriac) became a hot commodity. Its public, dramatic production often attracted curious crowds.

By the 18th century, cheaper golden syrup was substituted for honey. As treacle began to lose its luster as a treatment, its definition as an herbal remedy disappeared from common vernacular. But the sweet syrup remained. Which is why when we think of treacle, we think of treacle tarts, not a fancy means of saving ourselves from a deathly poisoning.

BONUS: WHAT ACTUALLY WORKS

Thankfully, science has brought us a wide range of antidotes for many items we shouldn’t be exposed to in dangerous quantities, if at all. N-acetylcysteine, fondly referred to as NAC by doctors, saves us from acetaminophen overdoses. Ethanol can treat antifreeze poisoning. Atropine, ironically one of the main components of plants in the toxic nightshade family (such as mandrake), can treat poisoning from some dangerous fertilizers and chemical nerve agents used as weapons. For years, poisonings were treated with emetics, though it turns out that plain old carbon—in the form of activated charcoal—can adsorb poisons (the poisons stick to the surface of the charcoal) in the digestive system before they’re dissolved and digested by the body.

As long as the natural world and its humans keep making things to kill us off, we’ll keep developing methods to not die untimely deaths.

We’ll just leave the fancy hairballs off the list.

The cover of the book Quackery: A Brief History of the Worst Ways to Cure Everything
Workman Publishing

Excerpt from Quackery: A Brief History of the Worst Ways to Cure Everything by Lydia Kang, MD and Nate Pedersen/Workman Publishing. Used with permission.

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