27 Hidden Messages in Company Logos

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.

This Stunning Tiny ‘Cliff’ House on Amazon Costs $105,000 (and Up)

Q-haus, Amazon
Q-haus, Amazon

Tiny houses are cheaper, simpler, and definitely more portable than full-sized homes, and thanks to online retailers, they're easier to purchase. On Amazon, you can shop for pre-fabricated tiny houses in between adding toilet paper and bed sheets to your cart. One of the latest minimalist structures Amazon has sold is a "Cliff" house with a few luxurious amenities you won't find in many conventional homes.

For $105,000, the third-party seller Q-haus will ship you its Cliff model in two ready-to-assemble modules, according to Southern Living. The 774-square-foot house is modular and can have two to three bedrooms and one to two bathrooms. The bathrooms—which are where many tiny homes cut corners—are spacious enough to house either a bath tub or a sauna. The space also boasts built-in furniture, smart-home technology, an outdoor terrace, and tall windows for letting in lots of natural light.

The Cliff is definitely cheaper than most brick-and-mortar homes on the market, but as Realtor.com warns, the Amazon price tag may be deceiving. Unless you're a skilled professional, you'll likely need to hire contractors to put the components of the home together for you. Add that to the cost of the land and the concrete foundation for the home's footprint and you're looking at a bill that's much larger than the $105,000 you'd pay up front.

Tiny homes may also seem like a good option if you're looking for new place to live immediately. But transitioning to tiny house life is rarely as easy as putting together a structure and calling it home. Zoning laws, insurance, and storage are all factors tiny home owners need to contend with before moving into their new abode.

Q-haus's Cliff design sold out shortly after it hit Amazon, and there's no indication of when or if it will be back in stock. But if you still have your heart set on downsizing your lifestyle, there are plenty of tiny dwellings available on Amazon for much cheaper prices.

[h/t Southern Living]

Want to Repurpose Old or Damaged Books? Turn Them Into DIY Wall Art

Svitlana Unuchko/iStock via Getty Images
Svitlana Unuchko/iStock via Getty Images

Many bibliophiles see their books as more than just reading material. Whether they're color-coded, stored backwards, or stacked around the house in teetering piles, books can double as decorations that add coziness and character to a space. This interior design trend spotted by Today pushes this concept to new heights by transforming old books into pieces of sprawling wall art.

Erin Kern, the Oklahoma designer behind the blog Cotton Stem, first had the idea to make books into DIY art in 2015. Her concept works with any books you have at home that you can bear to part with. Just grab a staple gun, secure the book covers to the wall you wish to embellish, and then use staples, glue, or tape to arrange the pages of the book however you like them. You can keep the book open to your favorite page or use some clever craft work to make the pages look like they're frozen mid-flip. As you expand the piece, you can add single pages or pages without their covers to vary the design.

Kern and other designers who've created their own versions of the project often combine old books with other types of wall decor. You can nestle framed prints of literary quotes or tuck air plants among the pages. Ana Ochoa of the blog Fiddle Leaf Interiors used hanging books as a makeshift canvas for a larger-than-life painting.

If seeing books stapled to a wall makes you cringe, rest assured that no one is suggesting you buy brand-new books to use as your crafting materials. This project is a great way to repurpose old books you never plan to read again—especially books with tears and missing pages that are too damaged to donate.

Looking for more literary design inspiration? Check out these pieces of furniture made out of books.


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[h/t Today]

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