Editor’s note: This post was written by Scott Huntington, a graphic designer and blogger from Pennsylvania. Follow him on Twitter @SMHUntington.
Sometimes, there’s more to things than meets the eye. This is especially true when it comes to brand logos. A logo is more than a way to display a name — it’s a way to promote the personality of a brand and share what it is all about. Whether you’re looking for inspiration for a logo for your brand or just want to take a look at brands that go above and beyond in the creativity department, these 10 logos with double meanings are a great place to start.
Great Logos with Double Meanings
Eighty20
Eighty20 — a European business and strategy consulting firm — takes double meaning to the next level with their brand’s logo. At first glance, the logo looks clean and the boxes above the text look like a design feature meant to add some flare. However, the boxes are meant to be more than an eye-pleasing design feature.
The blue boxes represent “1” and the gray boxes represent “0” in binary code. The top line represents 80 and the bottom line represents 20, a play on the brand’s name. Complicated? Yes. Creative? Definitely.
Toblerone
Branded as Swiss milk chocolate with honey and almond nougats, Toblerone is an established and well-known candy bar across the world. At first glance, the image above the text in the brand’s logo looks like it represents the candy nougats. A deeper look reveals more, however.
The golden image above the text represents not only the Swiss Alps — a landmark in the founding country of Toblerone — it also contains a white bear. Because the candy bar was founded in Bern, Switzerland — known as the “City of Bears” — the logo pays homage to its hometown.
Fort Worth Zoo
The Fort Worth Zoo in Fort Worth, Texas is fairly straight-forward. Like any zoo, it features animals and exhibits that are open to the public. Unlike other zoos, however, this logo is more than standard.
The red image next to the text represents not only the lowercase letters “f” and “w,” it also shows the outline of an elephant.
AquaPhoenix Scientific
AquaPhoenix Scientific — a water quality testing lab in Pennsylvania — uses their logo to promote their brand’s mission and ideals.
As an environmentally conscious company, the brand’s logo is more than aesthetically pleasing. With a blue color that represents clear, healthy water, the image next to the text adds an extra flare. Not only a phoenix with two wings, the image is also in the shape of a water droplet. This brings a fuller meaning to the logo, and clearly demonstrates the services and products offered by the brand.
Washington Capitals
The Washington Capitals — an NHL team — uses their logo to display more than their mascot, “Slapshot,” the eagle that is also on the seal of the United States. The white space beneath the image is in the shape of the U.S. Capital building. I’m a huge hockey fan, and I didn’t notice this until last month. Now I can’t NOT see it. Also, the more obvious hidden part of this logo is the letter W is seen in the wings.
Australian Pork
As the name implies, Australian Pork is an industry association that represents pig farmers in Australia. Their logo leaves little to the imagination as far as representing a pig’s snout is concerned. What could be easily overlooked, however, is that the snout is in the shape of Australia.
Gotham Books
Gotham Books is a boutique extension of global publisher Penguin. At first glance, the brand’s logo looks like a skyscraper, representing the brand’s namesake Gotham City. Upon closer examination, it becomes clear that the various stories are made of open books.
Formula 1
Racing company Formula 1 is known for speed. It’s important that their logo represents this, which it does. It also does a little more, which is apparent after the first glance.
Above the text that spells out the company name is the F with red speed lines. What’s easy to over look is that the white space between the F and the lines creates a 1.
Holdem Connect
Holdem Connect is a poker-themed mobile game with a fantastic logo. At first the logo looks like mountains or hills, but a closer looks shows that they’re playing cards too. The brilliant part of this is that having playing cards could mean a variety of games, from Solitaire to Go Fish, but the bending image of the cards is something you’d only see at the poker table.
Hope for African Children Initiative
The Hope for African Children Initiative is a charity program that addresses the needs of African children by providing targeted support through international efforts. Its logo represents this perfectly.
Not only does the image clearly show the continent of Africa in white, it also illustrates a child looking up to an adult, almost as though asking for help.
Logos don’t have to be bland; they can add depth through double meanings for any brand.
Do you have other logos to share? We’d love to see them in the comments.
