Logo design can be tricky. On one hand, you want something which is instantly recognisable and engaging with the audience. But on the other hand, having a boring, straightforward logo can get tiresome.
People can quickly figure out the gist of a basic logo, and they get bored of it. You need something which is going to encourage people to take another look at the logo – something deeper than just the surface meaning. This could be taking advantage of negative space, or simply playing with text to create images.
A hidden message in a logo is the best way to do that. Here are 20 great examples.
Unilever
Unilever are an enormous company, with several subdivisions focusing on various elements of their business. Their logo redesign tried to take this into consideration, incorporating symbolic doodles of everything they do into their large “U” branding. It’s smart, and has won plaudits.
Presbyterian Church
Okay, so you see the cross here. But do you see the rest? There’s a bible on a pulpit; a clerical robe; fish on either side; a dove; and flames. This works on lots of levels.
Yoga Australia
So far, so boring. But the negative space in the yoga woman’s leg is the map of Australia.
Northwest Airlines
This logo should never have been scrapped. You can see all the different components.





















