What is the one thing that is similar between all famous logos
of top brands? All of them hold a significant meaning and deliver a
distinct message to their targeted customers. Not only that, they
exhibit the message in a clever and alluring way so their corporate
identity becomes unforgettable for the audience.
Let’s take the example of FedEx logo
…although it may look simple and naive to a common eye but the message
is creatively concealed within the logo design. A hidden “arrow”
between the letters “E” and “X” signifies progress and development of
the corporation.
But coming up with an ingenious logo design isn’t child’s play. Many logo designers have troubles coming up with hidden logos.
They often don’t know where to start or what techniques to apply when
brainstorming for a logo with hidden message. Therefore, in order to
address this issue, my theme for today is to reveal some of the tricks
in creating hidden logos.
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1. Play with Negative space:
The first and easiest trick in creating hidden logos is to play with negative space. Negative space
is the space around and between the subjects of an image. You can
cleverly hide two or more objects within one subject by employing empty
spaces in the logo design. Let me explain the concept through some
examples:
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| In this hidden
logo, the Africa Map is the “Subject” while two more figures are
cleverly hidden on each side. The face of a child and a protective
elderly figure are a result of negative space in the logo design. |
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| In the next
example wou will see a tree which is the main subject of the logo. The
logo designer has incorporated in the negative space the face of
gorilla and a lioness on each side symbolizing the zoo. |
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2. Play with Numbers:
If there is a number or digit within the company name,
logo designers can opt for this method of creating hidden logos. All
you need to do is to mend and bend numbers until they shape into numerical hidden logos.
For instance if you revolve the number “2” in the right direction, it
will shape into the letter “N”. Similarly, revolving the number “3”
makes an “M”. Let us learn more with some live examples:
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| ‘Five-Ten’ logo
is designed for a renowned family-owned business that makes outdoor
sports footwear. If you observe, the numerals 5 and 10 are cleverly
positioned with a single symbol. Both are blended together to form
5.10 |
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| This example of
hidden logo precisely shows how numbers can be played with. By just
repositioning the number ‘2’, the designer has created not one but two
letters ‘l’ and ‘o’. Read it together would make it ‘One 2 love’. |
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3. Play with Typography:
Another technique to embed hidden messages in logos
is by using the typography and alphabets. Experiment with the letters
and typography of the corporate identity until you can incorporate a
message within the logo design. Learn more with these inspirational
examples:
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| This impressive
hidden logo creates an actual maze out of the letters "M", "A", "Z",
"E". This hidden structures when read, makes the word "A-MAZE-ING". |
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| At first glance, it may not look so impressive, but if you observe this hidden logo, the letters ‘My’ shows a human hand.
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4. Play with Symbols:
This is another technique often used by logo designers
to conceal messages in logos. Playing with symbols may look easy but
in reality is not the case. Symbols must be shaped to depict a
relevant message that relates to the company and its identity. Let us
look at some examples to help clarify the technique:
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| At first glance,
the logo may look like a simple picture of a young girl practicing
yoga. But if you observe cautiously, the symbol is bent in the shape
of the ‘Australian Map’. |
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| To many, this logo
design may appear as "I heart you". Although the heart symbol has
been designed to convey a sign of ‘love’, it is shaped actually shaped
to spell out the word “Hate”.
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