Do You See It?

Official Logo definition: Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization. It is affixed, included, or printed on all advertising, buildings, communications, literature, products, stationery, and vehicles. Also called logotype.

Unofficial Logo definition: the first and longest lasting impression of your brand to a potential or existing customer. A visual vehicle by which a person relates to, believes in, identifies with and respects your product or brand.

After reading these two definitions it would be hard not to recognize the value a logo can have on your business. Much effort and expense goes into the initial design of a company logo. Some logo designers are so advanced they incorporate hidden messages into the designs. These hidden messages often reiterate the brand promise. Let’s look at a few examples:

Screen Shot 2016-04-07 at 3.01.32 PM


FedEx is a recognizable logo worldwide but have you ever noticed the negative space between the “E” and the “x”? You notice a forward pointing arrow that according to the designer Lindon Leader “the arrow could connote forward direction, speed and precision and if it remained hidden there might be an element of surprise, that aha moment.”


Screen Shot 2016-04-07 at 3.02.19 PM

Wendy’s is also a worldwide brand kamagra oral jelly price. Named after the founder’s daughter you might notice something in her collar. The letters M O M might become visible at a closer inspection. “this is something you may not notice consciously for years, but unconsciously it will leave an imprint on your brain and you will associate it with the brand,” wrote.


Screen Shot 2016-03-28 at 3.51.54 PM


Tostitos is another big brand with a hidden symbol that promotes togetherness and fun.

If you look closely and the two internal “t’s” they represent people dipping their chip into a bowl of salsa which happens to be the dot on the “i”.


These are just a few examples of the complexities associated with logo design and identity. It is not uncommon to spend 25-50 hours on a logo. SJ Marketing has been designing logos for our clients since the mid 1980’s. There are still many of our logos in use around our region that you would easily recognize. Look for those in a future blog post. In the meantime if you need help with a new logo, logo redesign or logo evaluation give our experts a call.


-Greg Long

Director of Production, SJ Marketing






Sign up for SJ updates