The best and worst Easter eggs and hidden meanings in 20 company logos
London Symphony Orchestra; FedEx; Tostitos; Amazon; Pinterest; Baskin-Robbins; Toblerone; Sony VAIO
- You can see a logo a hundred times without noticing everything going on inside them.
- As it turns out, many logos have a double meaning that's not always obvious at first glance.
- Business Insider asked design expert Debbie Millman about 20 notable Easter eggs in logos - here's what she loved (and hated) about them.
- Visit Business Insider's homepage for more stories.
They're hiding in plain sight: Easter eggs in famous company logos. We've seen them perhaps hundreds of times on billboards, in supermarkets, or even adorning airplanes without noticing them.
While some Easter eggs act as visual cues to a brand's function or identity, some feel completely forced, according to Debbie Millman, graphic designer, brand consultant, and host of the Design Matters podcast. Millman has worked with the likes of Burger King, Tropicana, Häagen-Dazs, and Twizzlers to redesign their brand identities.
Business Insider asked Millman what she thought of 20 notable Easter egg logos, from the good (FedEx, London Symphony Orchestra), to the bad (Hershey's Kisses, Le Tour de France), to the ugly (Baskin-Robbins, Tostitos).
Here are those 20 logos with hidden meanings, along with Millman's evaluation of them.
FedEx made the original Easter egg logo.
Amazon is another well-known one.
Gillette's hidden meaning is more subtle.
Hershey’s Kisses feel forced, according to Millman.
Toblerone makes chocolate, which makes for playful branding.
Sony VAIO's logo is meant to represent the transition from analog technology to digital.
Le Tour de France, the prestigious cycling marathon, has been embroiled in doping scandals for years.
Kolner Zoo hides animals as well as a cathedral in its logo.
Northwest Airlines is now defunct, but the logo is still remembered.
Goodwill's logo grew on Millman over time.
The Sun Microsystems logo had very high points and very low points for Millman.
Baskin-Robbins employs a nauseating color scheme that Millman hated.
The Guild of Food Writers was another one of Millman's favorites.
The Bronx Zoo's logo was particularly bothersome for Millman, who had just seen real giraffes on a trip to Tanzania.
Pinterest's logo is meant to hide a pin, but to Millman the "P" barely resembled one.
Millman reviewed Codefish's original logo (left) but preferred the newer one (right).
Cisco's logo is a nod to its tech and local heritage.
Tostitos infuriated Millman.
The Pittsburgh Zoo's logo, much like the other two zoos on the list, used animal silhouettes in its logo.
The London Symphony Orchestra (LSO) logo was Millman's favorite.
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