Hidden Messages in Company Logos You See All the Time

Do you recognize the secret messages?

Baskin Robbins

Look closely and you’ll see the number 31 in the initials, as in the number of flavors the company began offering in 1953.

One flavor for every day of the month, so you can try something new every day. Yum!


What’s that on the left side of the mountain? Turns out, it’s a bear.

If you’ve snagged this delicious Swiss chocolate bar in your day, you’ve seen the mountain on its logo.

But wait, what’s that on the left side of the mountain? Turns out, it’s a bear.

The bear is the official symbol of the Swiss town of Bern, the original home of Toblerone.


You may have thought the dot over the “i” was used to give the logo a pop of color...

It’s actually part of a hidden—and creative—message. The dot over the i is actually a bowl of salsa. The two t’s are people, and the yellow triangle in between them is a chip.

It’s supposed to represent people coming together to share a tasty snack of chips and salsa

Tour de France

Does the yellow circle represent the sun? Nope!

Nope! Turns out, the yellow circle is actually a bicycle wheel. The “R” in “tour” is a person, and the “O” in “tour” is the back bicycle wheel.


At first glance, the Wendy’s logo looks pretty straightforward—but there is a hidden message in it.

Specifically, there’s a secret word hidden in the collar of Wendy’s blouse.

Look closely and you will notice the word “Mom” scrolling in the old-fashioned-looking top.

Many thought it was a nod to the chain’s efforts to prove a home-cooked feel to their food, but higher-ups at Wendy’s say the secret message was actually unintentional.

Pittsburgh Zoo & PPG Aquarium

The negative space in logos has so much potential!

If you look at the Pittsburgh Zoo & PPG Aquarium logo white areas you’ll find a gorilla and a lion looking each other in the eye.


This logo features a colorful peacock, so we thought it referenced NBC‘s nickname as the Peacock Network.

Well, we weren’t entirely wrong.

It’s definitely a peacock, but the six feathers have meaning: They represent the original six divisions of the network (there are tons more now, but the logo remains the same).

Also, the peacock’s head is facing right which is meant to symbolize the network’s nod to the future.

Washington Capitals

There is an eagle, but there’s something hidden you may not have noticed.

We see a patriotic eagle in red, white, and blue in this logo to represent the D.C.-based NHL team.

Again utilizing negative space (underneath the bird’s head), you’ll find a silhouette of the Capitol building as a nod to the Washington Capitals’ hometown.

The Bronx Zoo

The Bronx Zoo‘s older logo is incredibly sweet when all you see are two giraffes and a few birds....

check out the negative space between the animals’ legs.

There you’ll find the New York City skyline, making the logo even more perfect.

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