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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.

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13 Fascinating Facts About Nina Simone
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Hulton Archive/Getty Images

Nina Simone, who would’ve celebrated her 85th birthday today, was known for using her musical platform to speak out. “I think women play a major part in opening the doors for better understanding around the world,” the “Strange Fruit” songstress once said. Though she chose to keep her personal life shrouded in secrecy, these facts grant VIP access into a life well-lived and the music that still lives on.

1. NINA SIMONE WAS HER STAGE NAME.

The singer was born as Eunice Waymon on February 21, 1933. But by age 21, the North Carolina native was going by a different name at her nightly Atlantic City gig: Nina Simone. She hoped that adopting a different name would keep her mother from finding out about her performances. “Nina” was her boyfriend’s nickname for her at the time. “Simone” was inspired by Simone Signoret, an actress that the singer admired.

2. SHE HAD HUMBLE BEGINNINGS.


Getty Images

There's a reason that much of the singer's music had gospel-like sounds. Simone—the daughter of a Methodist minister and a handyman—was raised in the church and started playing the piano by ear at age 3. She got her start in her hometown of Tryon, North Carolina, where she played gospel hymns and classical music at Old St. Luke’s CME, the church where her mother ministered. After Simone died on April 21, 2003, she was memorialized at the same sanctuary.

3. SHE WAS BOOK SMART...

Simone, who graduated valedictorian of her high school class, studied at the prestigious Julliard School of Music for a brief period of time before applying to Philadelphia’s Curtis Institute of Music. Unfortunately, Simone was denied admission. For years, she maintained that her race was the reason behind the rejection. But a Curtis faculty member, Vladimir Sokoloff, has gone on record to say that her skin color wasn’t a factor. “It had nothing to do with her…background,” he said in 1992. But Simone ended up getting the last laugh: Two days before her death, the school awarded her an honorary degree.

4. ... WITH DEGREES TO PROVE IT.

Simone—who preferred to be called “doctor Nina Simone”—was also awarded two other honorary degrees, from the University of Massachusetts Amherst and Malcolm X College.

5. HER CAREER WAS ROOTED IN ACTIVISM.

A photo of Nina Simone circa 1969

Gerrit de Bruin

At the age of 12, Simone refused to play at a church revival because her parents had to sit at the back of the hall. From then on, Simone used her art to take a stand. Many of her songs in the '60s, including “Mississippi Goddamn,” “Why (The King of Love Is Dead),” and “Young, Gifted and Black,” addressed the rampant racial injustices of that era.

Unfortunately, her activism wasn't always welcome. Her popularity diminished; venues didn’t invite her to perform, and radio stations didn’t play her songs. But she pressed on—even after the Civil Rights Movement. In 1997, Simone told Interview Magazine that she addressed her songs to the third world. In her own words: “I’m a real rebel with a cause.”

6. ONE OF HER MOST FAMOUS SONGS WAS BANNED.

Mississippi Goddam,” her 1964 anthem, only took her 20 minutes to an hour to write, according to legend—but it made an impact that still stands the test of time. When she wrote it, Simone had been fed up with the country’s racial unrest. Medger Evers, a Mississippi-born civil rights activist, was assassinated in his home state in 1963. That same year, the Ku Klux Klan bombed a Birmingham Baptist church and as a result, four young black girls were killed. Simone took to her notebook and piano to express her sentiments.

“Alabama's gotten me so upset/Tennessee made me lose my rest/And everybody knows about Mississippi Goddam,” she sang.

Some say that the song was banned in Southern radio stations because “goddam” was in the title. But others argue that the subject matter is what caused the stations to return the records cracked in half.

7. SHE NEVER HAD A NUMBER ONE HIT.

Nina Simone released over 40 albums during her decades-spanning career including studio albums, live versions, and compilations, and scored 15 Grammy nominations. But her highest-charting (and her first) hit, “I Loves You, Porgy,” peaked at #2 on the U.S. R&B charts in 1959. Still, her music would go on to influence legendary singers like Roberta Flack and Aretha Franklin.

8. SHE USED HER STYLE TO MAKE A STATEMENT.

Head wraps, bold jewelry, and floor-skimming sheaths were all part of Simone’s stylish rotation. In 1967, she wore the same black crochet fishnet jumpsuit with flesh-colored lining for the entire year. Not only did it give off the illusion of her being naked, but “I wanted people to remember me looking a certain way,” she said. “It made it easier for me.”

9. SHE HAD MANY HOMES.

New York City, Liberia, Barbados, England, Belgium, France, Switzerland, and the Netherlands were all places that Simone called home. She died at her home in Southern France, and her ashes were scattered in several African countries.

10. SHE HAD A FAMOUS INNER CIRCLE.

During the late '60s, Simone and her second husband Andrew Stroud lived next to Malcolm X and his family in Mount Vernon, New York. He wasn't her only famous pal. Simone was very close with playwright Lorraine Hansberry. After Hansberry’s death, Simone penned “To Be Young, Gifted and Black” in her honor, a tribute to Hansberry's play of the same title. Simone even struck up a brief friendship with David Bowie in the mid-1970s, who called her every night for a month to offer his advice and support.

11. YOU CAN STILL VISIT SIMONE IN HER HOMETOWN.

Photo of Nina Simone
Amazing Nina Documentary Film, LLC, CC BY-SA 4.0, Wikimedia Commons

In 2010, an 8-foot sculpture of Eunice Waymon was erected in her hometown of Tryon, North Carolina. Her likeness stands tall in Nina Simone Plaza, where she’s seated and playing an eternal song on a keyboard that floats in midair. Her daughter, Lisa Simone Kelly, gave sculptor Zenos Frudakis some of Simone’s ashes to weld into the sculpture’s bronze heart. "It's not something very often done, but I thought it was part of the idea of bringing her home," Frudakis said.

12. YOU'VE PROBABLY HEARD HER MUSIC IN RECENT HITS.

Rihanna sang a few verses of Simone’s “Do What You Gotta Do” on Kanye West’s The Life of Pablo. He’s clearly a superfan: “Blood on the Leaves” and his duet with Jay Z, “New Day,” feature Simone samples as well, along with Lil’ Wayne’s “Dontgetit,” Common’s “Misunderstood” and a host of other tracks.

13. HER MUSIC IS STILL BEING PERFORMED.

Nina Revisited… A Tribute to Nina Simone was released along with the Netflix documentary in 2015. On the album, Lauryn Hill, Jazmine Sullivan, Usher, Alice Smith, and more paid tribute to the legend by performing covers of 16 of her most famous tracks.

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13 Secrets From the Guinness Archives
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Leon Neal/AFP/Getty Images

Guinness has been a staple in Irish pubs for nearly 260 years. With so much history, it's no surprise that the Guinness Storehouse Archives—which are open to the public—are stuffed with intriguing artifacts that tell some pretty wild stories. Here are a few.

1. THE LEASE TO THE DUBLIN BREWERY WAS INTENDED TO LAST 9000 YEARS.

In 1759, founder Arthur Guinness signed a lease for a four-acre property at St. James’s Gate in Dublin. The lease required a down payment of £100, an annual rent of £45, and a term of 9000 years (not a typo). Such lengthy leases were relatively common back then: “At the time in Ireland, there was a lot of instability to do with land tenure,” explains Fergus Brady, Archives Manager at Guinness. Centuries earlier, the British had begun confiscating land from native Irish in an effort to build plantations, and extra-long leases were a means of avoiding this fate. As Brady explains, “You see these really long leases: 99-year or 999-year leases. It seemed to be a legal custom at the time that they used the number nine.”

2. ARTHUR GUINNESS WAS NOT AFRAID TO DEFEND HIS PROPERTY WITH A PICKAXE.

In 1775, the Dublin Corporation—that is, the city government—demanded that Arthur Guinness pay for the spring water flowing to his brewery. When Guinness argued that he was already paying for water rights through his 9000-year rental agreement, the Dublin Corporation sent a sheriff and a committee to his brewery to cut off the water supply. Guinness was livid. He seized a pickaxe and unleashed a torrent of obscenities so colorful that the Dublin Corporation’s goons eventually retreated.

3. GUINNESS ONCE DEPLOYED FIELD AGENTS TO CATCH COUNTERFEITERS.

Guinness Apology
Guinness Archive, Diageo Ireland

In the 19th century, there was no such thing as brand consistency. Guinness did not bottle its own beer; instead, it shipped the suds in wooden casks to publicans who supplied their own bottles and applied their own personalized labels. Occasionally, these publicans sold fake or adulterated Guinness. To prevent such sales, the company sent special agents called “travellers” into the field to collect beer samples, which it tested in a laboratory. “If a publican was found to be serving adulterated or counterfeit Guinness, they had to give a public apology in their local newspaper—and even the national newspapers,” archivist Jessica Handy says.

4. FOR 21 YEARS, THE COMPANY HIRED A GUY TO TRAVEL THE WORLD AND DRINK BEER.

In 1899, Guinness hired an American ex-brewer named Arthur T. Shand to be a “Guinness World Traveller.” It was arguably the coolest job in the world. For 21 years, Shand traveled the world taste-testing beer. According to Brady, “His job was to travel the world and taste Guinness, say whether it was good or bad, who our bottlers in the market were, who our major competition was, what kind of people were drinking our product.” Shand traveled to Australia and New Zealand, to Southeast Asia and Egypt. “He was sort of a Guinness sommelier,” Brady says.

5. THE COMPANY'S HARP LOGO CAUSED TROUBLE WITH THE IRISH GOVERNMENT.

The Celtic harp—based on the 14th century “Brian Boru Harp” preserved at Trinity College—became a trademarked Guinness logo in 1876. Forty-five years later, when Ireland gained independence from England, the Irish Free State decided to use the same Celtic harp as its official state emblem. This became awkward. Guinness owned the trademark, and the Irish government was forced to search for a workaround. You can find their solution on an Irish Euro coin. Look at the coin, and you’ll notice that the harp’s straight edge faces the right; meanwhile, the harp on a glass of Guinness shows the straight edge facing left [PDF].

6. GUINNESS REPORTEDLY SAVED LIVES ON THE BATTLEFIELD.

The old slogan “Guinness is good for you” sounds like a marketing gimmick, but it was born out of a genuine belief that the beer was, in fact, a restorative tonic. The health claim dates back to 1815, when an ailing cavalry officer wounded at the Battle of Waterloo reportedly credited Guinness for his recovery. For decades, the medical community widely claimed that the dark beer possessed real health benefits—and they weren’t necessarily wrong. “There was little safe drinking water at the time,” Handy says. “But with brewing, consumers knew they were getting a safe beverage.”

7. THE COMPANY CREATED A SPECIAL RECIPE FOR CONVALESCENTS.

A label for Guinness invalid stout
Guinness Archive, Diageo Ireland

From the 1880s to the 1920s, Guinness produced a special “Nourishing Export Stout”—a.k.a. “Invalid Stout”—that contained extra sugars, alcohol, and solids and came in cute one-third pint bottles. “It was very common practice for people to buy a couple bottles and keep them as a tonic, even if it was just a glass or half a glass,” Handy says. In fact, Guinness went as far as asking general practitioners for testimonials attesting to the beer’s medical benefits. According to Brady, “Many of them wrote back and said yes, we prescribe this for various ailments.” One doctor even claimed a pint was “as nourishing as a glass of milk.”

8. DOCTORS REGULARLY PRESCRIBED THE BEER TO NURSING MOTHERS.

From the 1880s to the 1930s, many physicians believed Guinness was an effective galactagogue—that is, a lactation aid. The company sent bottles to hospitals as well as wax cartons of yeast (which supposedly helped skin problems and migraines). Hundreds, possibly thousands, of doctors prescribed the beer for ailments such as influenza, insomnia, and anxiety, David Hughes writes in A Bottle of Guinness Please: The Colourful History of Guinness. According to Brady, the company was sending beer to hospitals as late as the 1970s.

9. THE COMPANY ONCE DROPPED 200,000 MESSAGES-IN-A-BOTTLE INTO THE OCEAN.

A Guinness message in a bottle
The message within every bottle dropped in the Atlantic Ocean in 1959.
Guinness Archive, Diageo Ireland

In 1954, Guinness dumped 50,000 messages-in-a-bottle in the Atlantic, Pacific, and Indian Oceans. In 1959, they repeated the stunt again, with 38 ships dropping 150,000 bottles in the Atlantic. The first bottle was discovered in the Azores off Portugal just three months after the initial drop [PDF]. Since then, the bottles have turned up in California, New Zealand, and South Africa. Just last year, a bottle was discovered in Nova Scotia. (If you find one, you just might be offered a trip to the Guinness Storehouse in Dublin.)

10. THE PERSONNEL FILES IN THE GUINNESS ARCHIVES CONTAIN SOME DOOZIES.

The Guinness corporate archives are open to the public. According to Handy, “Some of the stories you get in there are amazing, because you get accident reports and you get crazy stories of people bouncing on bags of hops outside the brewery." This may sound less surprising considering that, back in the day, Guinness employees were given an allowance of two pints of beer every day [PDF].

11. A GUINNESS SCIENTIST MADE A STATISTICALLY SIGNIFICANT MARK IN THE FIELD OF STATISTICS.

If you’ve taken a statistics class, you might be familiar with the Student’s t-test or the t-statistic. (It’s a method of working with a small sample size when the standard deviation is unknown.) The t-test was first described by William S. Gosset, a brewer and statistician at Guinness who was attempting to analyze a small sample of malt extract. Gosset’s discovery not only helped Guinness create a more consistent-tasting beer, it would lay the bedrock for one of the most important concepts in statistics: statistical significance.

12. GUINNESS IS SO BIG IN AFRICA, IT LAUNCHED A SUCCESSFUL FEATURE-LENGTH FILM.

Guinness began exporting beer to Africa in 1827. In the 1960s, it opened a brewery in Nigeria—followed by Cameroon and Ghana. Today, there are reportedly more Guinness drinkers in Nigeria than there are in Ireland. “In Ireland, England, and the United States, everybody thinks that Guinness is synonymous with Ireland,” Brady says. “But in Nigeria, there’s a very very low conception of that.” The beer is such a cultural staple that a fictional character who advertised the product named Michael Power—a James Bond-like, crime-fighting journalist—became the star of a feature film in 2003 called Critical Assignment, which was a box office smash. (Of course, there’s some branding built into the script. As Brady explains, “There are definitely scenes where Michael Power is enjoying a pint of Guinness.”)

13. DISPENSING BEER WITH NITROGEN WAS ORIGINALLY CONSIDERED LAUGHABLE.

In the 1950s, Guinness scientist Michael Ash was tasked with solving the “draft problem.” At the time, dispensing a draft pint of Guinness was ridiculously complicated, and the company was losing market share to draft lagers in Britain that could be easily dispensed with CO2. “The stout was too lively to be dispensed with CO2 only,” Brady says. “Ash worked on the problem for four years, working long hours day or night, and became a bit of a recluse apparently. A lot of doubters at the brewery called the project ‘daft Guinness.’” But then Ash attempted dispensing the beer with plain air. It worked. The secret ingredient, Ash discovered, was nitrogen. The air we breathe is 78 percent nitrogen. Today, a Guinness draft contains 75 percent nitrogen. Not only did the discovery make dispensing the beer easier, it created a creamy mouthfeel that’s been the signature of Irish stouts since.

Full disclosure: Guinness paid for the author to attend an International Stout Day festival in 2017, which provided the opportunity to speak to their archivists.

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