Sales & Marketing

8 logos with hidden meanings

4 min read

28 March 2014

Ever wondered what company logos mean and what the significance behind them was? Here are eight logo meanings unveiled!


Originally an acronym of Video Audio Integrated Operation, was amended to Visual Audio Intelligent Organizer in 2008 to celebrate the brand’s tenth anniversary. The VAIO brand was created by Timothy Hanley to distinguish items that integrate consumer audio and video with Sony’s conventional computing products. The Sony VAIO logo symbolizes the integration of analog and digital technology. The first two letters, “VA”, represent an analog signal while the last two represent a binary 1 and 0.

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Museum of London

It’s unlikely you will understand the logo concept at first glance. In essence, the logo is London’s thumbprint, representing the geographic area of London as it as grew over time. The coloured layers reflect the ever-changing, diverse and dynamic make up of London and Londoners, past, present and future.


Most people recognise the yellow arrow on the Amazon logo depicting a huge smiley. This is supposed to represent the smile on the customers face when they bought a product. But there’s more to the logo. If you look closely, you’ll note that the arrow starts at the letter ‘a’ and ends at the letter ‘z’, signifying that Amazon has everything you might ever want or need, from a to z.

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BMW’s logo is said to be evolved from the circular design of a rotating aircraft propeller. The white and blue checker boxes represent a white/silver propeller blade spinning against a clear blue sky. This is due to the company’s role of building aircraft engines for the German military during World War II. According to a BMW journal, the logo was born when a BMW engineer was testing the company’s first 320 bhp engine – the reflection of the rotating propeller that radiated into three colours– silver, white and blue. The engineer also saw three letters – B M W – reflected on the propeller. 

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Unilever is one of the biggest producers of food, beverages, cleaning agents and personal care products. The letter U is thus made up of symbols representing all these products and what they mean to their consumers. Indeed, each part of the logo has a meaning. You can see bees, birds, dna, corn, flower, palm tree, and much more inside the ‘U’.

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Life is good! At first glance you’ll notice how the logo is created out of the letters ‘L’ and ‘G’. However, the L and G also help comprise a smiling face, with the ‘L’ being the nose and the ‘G’ outlining the face – not to mention the added dot for an eye effect. According to LG, the letters place within a circle “symbolise the world, future, youth, humanity, and technology.” The logo intends to symbolize the relentless efforts of the company to make their customershappy. But if you turn the ‘L’ around just right, it becomes the image of Pac Man.

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Tour De France

The Tour De France logo contains a hidden cyclist shaped by the letter ‘R’ and ‘U’ – signifying the rider’s left leg – riding a cycle with the wheels made out of the letters ‘O’. The last ‘O’ is colored in yellow, the same color of the famous jersey given to the winner of the event. 

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The Wikipedia logo features a globe comprised of puzzle pieces with characters taken from different languages, which represents the company’s goal to be an online encyclopedia for people versed in any language. The globe, however, is incomplete, showing that the site is built upon user submissions and thus will never complete.

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