November 13, 2019
Hidden Graphic Design Elements of Major Brand Logos
Subliminal messaging is a form of visual or verbal representation that is subtly placed within a type of communication, such as an image, a song, or text, and is used to send a message
Many businesses choose to use this technique to their advantage by placing symbols hidden throughout their main business brand. These symbols are sometimes laden with meaning; regardless, their main purpose is to get their logo noticed and make a lasting impression.
While it sounds kind of shady, it’s not! In fact, subliminal messaging is just one aspect of how we interact with each other. And in the business world, it works.
A 2016 study published in the Journal of Neuroscience of Consciousness found that subliminal messages influence decision making on a long-term basis.
You may have been influenced by one of these logos and have not even realized it. Not sure how that could be? Here are five hidden symbols in logos used by major brands:
Baskin Robbins
Baskin Robbins is known for their creative ice-cream combinations and delicious flavors. Baskin Robbins’ signature logo is a capital “BR.” The initials are broken up with a stencil like effect. Upon closer inspection of the logo, you’ll notice that the letter B and back portion of the letter R form the number 31. The ice-cream company is famous for their 31 flavors.
The ice cream shop didn’t choose 31 without reason. Baskin Robbins marketing team even disclosed that the choice to have 31 flavors gives customers a chance to try a different flavor every day of the month. While not immediately apparent, the 31 in the logo eventually draws the eye and helps consumers retain the idea that they can eat 31 flavors at any Baskin Robbins.
FedEx
FedEx’s branding is an iconic logo designed over twenty years ago. This shipping brand uses a tightly spaced purple and orange logo depicting its name. If you take a closer look at the negative space between the “e” and the “x” you will see the outline of a forward-facing arrow.
The arrow has many meanings for the savvy consumers who spot it. Traits like efficiency, forward thinking, futuristic, and the forward projection of shipper to recipient are just some of the positive affiliations that come to mind thanks to that hidden arrow. Despite its simplicity, FedEx has won numerous awards for its logo and was even featured in a major magazine for its superior design.
