It’s not just a logo, discover their hidden meanings here

A company logo represents an entire business in one icon. We see logos everywhere. Often times, more than once in single day—on our t-shirts, computers, TVs, and even our doorsteps. But what do they mean?



When thinking of athletic footwear and apparel, chances are three stripes will come to mind. As a combination of its founder Adolf “Adi” Dassler’s nick and surname, Adidas acquired its famous 3-stripe logo from the Finnish athletic footwear brand Karhu Sports, for two bottles of whiskey and the equivalent of 1600 euros in 1952. Despite sticking to the simple three black stripes, the logo has adapted over the years. The trefoil—most associated with their Originals line—was introduced in 1972 to represent the brand’s diversity, whereas the more recent three bar design was introduced in 1997 to highlight its line of high performance products. The meaning behind the logo? The challenges and obstacles athletes face and overcome everyday. That’s why the three bars were staggered vertically and rotated 30 degrees to look like a mountain. Talk about challenging feats.



Amazon’s logo was precisely designed to represent the online retailer’s commitment to customer service and innovation. Although it doesn’t look like anything special upon first glance, the logo was expertly designed with the company’s philosophy in mind. With arrows having long been used to convey messages of progress and speed, the smile shaped orange swoosh, not only represents the giant’s commitment to making you happy, but is a testament to innovation. Afterall, how many businesses have gone from books and clothing to groceries and cloud computing in such a short amount of time? The retailers vast selection of offerings is also perfectly demonstrated by the arrow stretching from A to Z. Nothing like a little attention to detail to convey that you’re dealing with a trustworthy company that will cater to all your needs and wants.

Baskin Robbins

Baskin Robbins

Baskin Robbins is known for its delicious flavors of ice cream. In fact, they are the worlds largest chains of ice cream shops. But they took the design world by storm when they rebranded themselves in 2005. With the motto of their clients being able to enjoy a different flavor of delicious ice cream every day of the month. They incorporated it perfectly into their logo when they highlighted the curved bowls of the B, and straight stem of the R to make the number 31.



Once just a tiny delivery company, FedEx’s logo is now on trucks and planes all over the world. With packages delivered in the millions each year, FedEx would not be the powerhouse of home delivery without their one of a kind logo, which is like the epitome of brand recognition. Although rather simple, hidden in the negative space between E and x is an arrow. Similar to Amazon, this swoosh represents the shipping giant’s commitment to innovation and speed, and is the perfect example of using symbolism in logo design.



Designed by John J. Graham in 1956, NBC (The National Broadcasting Company) introduced its peacock logo design at a time when color television sets were slowly entering the homes of Americans. With each of the six different colors of the feathers representing different divisions of the company, NBC’s goal was to promote innovations in early color broadcasting, thereby encouraging more and more black and white tv owners to make the eventual switch. Dubbed the NBC peacock, this logo which appeared at the beginning of every broadcast would go on to inspire NBC’s current logo, which is now arguably the most recognizable in the world of broadcast television.

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