I hate to use the word “subliminal” with logos, because ALL logos should be affecting someone’s mind below the threshold of consciousness. A good logo should be manipulating you to be attracted to the company or products with a simple story.
However, some logos have graphics that have been “buried” in the logo. So buried that the viewer doesn’t recognize it until maybe the hundredth time they’ve seen the logo, and that nice little “a-ha!” moment makes the logo even more memorable to them.
I was indulging in my two favorite pastimes-eating fast food and analyzing logos-when I noticed the outside of the Wendy’s bag had a hidden message. Can you see it?
Wendy’s changed their entire brand in March of this year, and with the change came a loss of the old nostalgic feel that their previous branding had. They use a more modern typeface, their stores are slicker, and the drawing is updated to be clean and fresh.
The simple one-color illustration use on their bags makes the implied message a little clearer, though, since it doesn’t have the distracting colors. It’s a touch of nostalgia I think they wanted to evoke into their overall message of great food. And who did we count on for great food in our childhood?
Here’s some examples of hidden meanings in other famous logos. I won’t incude the obvious FedEx logo, because readers of this blog are probably sick of reading about that.
Can you think of some more examples?