Top 15 Secrets Hidden in Logos

Top 15 Secrets Hidden in Logos

Looking at еру familiar logos, we may sometimes suddenly find some secret signs that the designers hid in them. Or is it just a game of our own imagination? We bring to your attention our list of top 15 logos which have their own secrets.

15. Lego

Lego logo

The name of the Danish company comes from the local expression “Leg Godt”, which can be translated as “play well”. The motto of the brand means “Only the best is good enough”. Indeed, the accuracy of the production of each block of the Lego constructor is up to 0,002 mm.

14. Haagen-Dazs

Haagen-Dazs logo

The Haagen-Dars ice cream brand was created by the Dane named Rubin Matus as a puzzle. The brand name, which some repeatedly tried to “translate” (as a “like” sign or even as the name of the company’s founder or his progenitor) in simply a set of letters. Actually, this phrase cannot be translated from any language whatsoever, although it sounds like a Danish or other Scandinavian language.

The motto of the company “Made like nothing else” applies equally both to the product and the logo.

13. Walt Disney


Walt Disney logo gold

The Walt Disney logo depicts a fairy-tale castle. If the first prototype of the image was German castle Neuschwanstein, then later the designers turned their fantasies into reality: in Paris, they built the fairy castle of Cinderella in the image and likeness of the logo. However, upon closer examination of the logo, one can find references to Pinocchio, Mary Poppins, Peter Pan hidden in it.

The latest version of the logo was presented to the public simultaneously with the premiere of the movie “Pirates of the Caribbean: Dead Man’s Chest”.

12. Cadillac

Cadillac Logo

The company’s founder, Henry Lilland, called the first car “Cadillac”, appealing to the name of his famous ancestor, Antoine Lome de la Mott Cadillac. The man became famous not in the Old World, but in the USA, having founded the city of Detroit in the state of Michigan.

By the way, the logo almost completely duplicated the coat of arms of Antoine de la Mott Cadillac himself.

11. Nintendo

Nintendo logo

The name of the Japanese video game brand Nintendo, which started its business in 1889 as a manufacturer of traditional Japanese playing cards, has two versions of translation. The first considers this word as a combination of three hieroglyphs translated as “Leave luck to the heavens.” Another possible translation is “The Temple of Free Hanafuda” (“Hanafuda” in this context can be translated as a “player” or a “card player”).

The logo was created exclusively for the international market, which is why it was simplified. In the end, there was only a name with a simple font put in a stylized oval.

10. Chupa Chups

Chupa Chups logo

The name of the brand was born from the Spanish word “Chupar” (“To suck”). The creator of the brand Enrique Bernat (born in Spain) tried to emphasize the idea that the traditions of his ancestors mean a lot to his business. By the way, initially the famous candies on chopsticks were called Chups. Bernat invited Salvador Dali to help him with the logo, and the artist proposed to use a yellow daisy as a base (he did not even bother to draw the flower), and place the name in the center. But since Dali did not like the one-word name, he suggested duplicating it. Chupa Chups fans owe Dali another distinctive feature of their candy – the original location of the logo – which is not on the side of the ball but at the top (to make it more noticeable).

9. Ebay

Ebay logo

The brand’s creator, Pierre Amediar, worked for the Echo Bay Technology Group and initially planned to choose the domain name for the site, but the domain was already taken. Well, the programmer thought through the task and reduced the name to To emphasize the variety of products offered, he painted each letter in its own color.

8. Audi

Audi logo

The Audi logo does not represent all 4 elements, as some researchers of logos claim, appealing in their analysis to the traditions of pagan mythology and culture. These are the logos of four companies, that merged in the face of danger from competitors and decided to create Audi concern (Audi, Horch, Wanderer, DKW). August Horch, the founder of Horch, could not save the company from bankruptcy during the crisis and sold all of his family’s shares. After his decision to return to this business again, he translated his name into Latin. Both Horch and Audi are translated as a call “Listen!”.

7. Sega

Sega logo

The brand’s name is translated as “Japan Game Service”. Originally, the company was registered in Florida and supplied pinball machines to military bases. After losing the Second World War, Japan signed capitulation, and one of its conditions was a ban on the development of military technology. Therefore, only registration in the United States could let the company do business on military products.

However, already in 1950 Sega moved its head office to Japan and the product line changed beyond recognition. In 1980, Sega Company began to develop arcade computer games. The arsenal of the company now enlists more than 500 original games of this genre.

6. Fanta

Fanta logo

The Fanta brand was created in the middle of the twentieth century as a result of the brainstorming of ordinary Coca-Cola workers from Germany. The words “fantasy”, “imagination” in German sound like “Fantasie”. Once they removed the last three letters, the brand acquired a short and memorable name.
The logo had a specific font, enclosed in the contour of the circle. In order to emphasize the originality of taste, the designers stylized the logo with a slice of orange.

5. Levi’s

Levi's logo

The brand was created in 1853 in San Francisco. The brand’s creator, Levi Strauss, engraved his name in history, having called his jute pants “Levi’s“.

The first logo depicted two horses trying to tear up a pair of jeans. However, later such detailed images began to go out of fashion, and the form of the logo changed. Now it’s an appeal to the “back” pocket, with an emphasis on two semicircles. After all, the jeans are designed to emphasize (and even correct) the shape of this part of the body.

4. Samsung

Samsung logo

The name of the brand is made up of two Korean words “Sam” (in translation – “3”) and Sung (“stars”). However, in Korean, the number 3 has additional meanings – “greatness”, “power” and “multiplicity”. Indeed, in 1930, the company was engaged in trade and insurance services, in processing of food products and in a number of other businesses. It was up until 1960, when the company’s management focused all its attention on electronics, turning a small regional company into the world leading electronics manufacturer.

3. Pepsi

Pepsi logo

The brand was initially called “Brad’s Drink” – after the name of the company creator, Callan Bradham. But in 5 years the name of the drink was changed to “Pepsi Cola“. However, it was the word “dispepsia” (“indigestion”) which was chosen as the basis for the logo – the word emphasized the unpleasant feature of soda to cause belching.

The logo changed more than ten times over a century and a half of the brand’s existence. Originally, it was a complex font design with the elements of caligraphy. Each letter had a diamond-shaped thickening in the center, and the capital letters “P” and “C” were connected by a monogrammed underscore. Until 1950, the Pepsi Cola logos were made in a single red color. However, the competition with “Coca-Cola” required the update of the logo, and the image turned from the inscription into a three-color striped cap (alternating waves of red, white, and blue). In 1973, the corrugated surface of the “cap” and the contour of the logo disappeared. Nevertheless, “the wave” seriously changed only in the middle of the 2000s: the left part of the white stripe was leveled under the pressure of red and blue colors, but on the right it widens to the top symbolizing the desire to new success.

By the way, fans of the conspiracy theory are convinced that the logo carries a double message. If you turn the logo upside down, the text will change – “Pepsi” turns into “Is De (a) d”.

2. Alfa Romeo

alfa romeo logo

The Alfa Romeo logo has an eight-century history. The red cross on a white (or silver) background is the heraldic symbol of Italian Milan (which can be easily confirmed by the fans of local football clubs). The snake swallowing a child is a symbol of the aristocratic Milanese family Visconti – the oldest of living noble Milan family. The coat of arms with the image of a snake, as well as a white cape with a red cross, can be found in historical sources of the XIV century, referring to the first crusades.

By the way, the insecurity of the bloodthirsty snake symbol on the logo is compensated by the increased requirements for the safety of Alfa Romeo cars.

1. Pandora

Pandora logo

The Danish jewelry house used a mythological figure to create the new brand. According to the ancient Greek mythology, Pandora was born by the order of the supreme deity Zeus as an extremely attractive woman, whose main task was to punish people for the misdeed of Prometheus (the hero stole fire from Olympus and brought it to the people and was crucified on a rock with compulsory and constant torture – every day the eagle came to peck the liver of the prisoner of the gods).

Seemingly restrained logo contains “only” the royal crown which caps the letter “O”. This is quite a fair characteristic – among the clients of the Pandora trading house are people of all social strata, including representatives of royal families. Besides, the jewelry from the Pandora brand really looks amazing.

Which secrets of logos seemed more interesting to you? Share your favorite riddles of the logos in the comments below.