Aditya B., Teen Rep Membership/Engagement
Mar 29, 2026
That Logo You've Seen a Thousand Times? It's Hiding Something.
From the secret number tucked inside the Baskin-Robbins "BR" to the arrow hiding in plain sight in the FedEx logo, brands are sneakier than you think. Youth contributor Aditya, 14, breaks down the clever design tricks companies use to hide messages in their logos. (And yes, our very own Palm Beach Mensa logo makes the list!)
Let’s explore how companies use different techniques to create hidden messages inside their logos.
The logo of a company is its signature look: It is the first thing you see when you enter a store, and it's the first thing you think of when a brand comes to mind. While logos may look simple and just fun to look at, they are also used to send hidden messages to customers through different techniques. So, today, let’s explore 4 logos that use special techniques to create hidden meanings inside of their logos.
Baskin-Robbins’ Color Code
Baskin-Robbins’ logo has a hidden meaning within its coloring of its different letters. The B and R of the logo have specially pink colored sections that look like a 3 and a 1. These two numbers put together represent the 31 flavors offered at each location, one for each day of the month. This use of both how the letters are drawn and how they are colored creates a special effect that advertises the many flavors and choices you can pick from in their stores.
Amazon’s Amazing Logo
Amazon’s logo uses a technique called the “dual meaning approach”, which has two images shown in the same logo. This image has Amazon’s signature arrow curving from the letter “A” to “Z”. This arrow advertises how Amazon has every item, from “A” to “Z”. However, the arrow itself also looks like a smile, representing the customer satisfaction that Amazon boasts about. Through the dual meaning approach, this full logo shows how Amazon can provide many items that customers will be satisfied with.
FedEx’s Fast Speed
FedEx uses a technique in its logo called “negative space”, which hides an image within the white, blank part of the logo. If you look closely between the “E” and the “x” of the logo, you will see there is a hidden, white arrow. This arrow represents the speed that FedEx moves at to deliver your packages at an expedient pace. While subtle, this small choice creates a lasting effect that you won’t be able to unsee.
Palm Beach Mensa!!!
Did you know that our own Palm Beach Mensa has a hidden easter egg? Our Palm Beach Mensa is an impressive logo because it combines all three of the techniques that we have discussed! If you look closely, the lines that lead into the “P” and “A” of the words “Palm Beach Area” go farther out and make two things! The first thing created from one of the lines is the image of the sun, which is emphasized by adding orange and yellow. The second object made from one of the lines is a wave! This is outlined out of the negative space left from the “sun”.
Takeaways
Now that we have explored these three logos, remember that logos use different methods like specific coloring, dual imagery, and negative space to hide Easter eggs in their brand. So, the next time that you see a brand logo, try to find the hidden meanings and messages that are embedded in the image!
ABOUT ADITYA:
Aditya is a high school student and our Youth Team’s Cabin Crew. He loves reading, acting, and playing guitar. If he doesn’t have his head stuffed in a book, he is probably doing schoolwork or competing in a speech and debate tournament. See Aditya’s Volunteer Spotlight HERE!