Sometimes a company or brand logo is more than it first appears. For example, take a look at the hidden meanings or messages embedded in these 12 popular logos below. You won’t look at these designs the same way again.

Fed Ex

FedEx
Can you spot something in this logo? The FedEx logo, designed in 1994 by Linden Leader & Landor Associates, at first appears simple and straightforward. However, if you look at the white space between the “E” and “x” you can see a right-facing arrow. This “hidden” arrow was intended to be a subliminal symbol for speed and precision.

Amazon.com

Amazon.com
That yellow arrow is more than just a decorative swoosh. The Amazon logo was created to represent the message that it sells everything from A to Z (the arrow connects the two letters) and also represents the smile that customers would experience by shopping on the Amazon.com Web site (the arrow becomes a smile).

Baskin Robbins

Baskin-Robbins
In 2005, as part of its 60th anniversary celebration, Baskin-Robbins launched a new brand identity. The new logo was intended to “capture the fun and energy of Baskin-Robbins.” In the old logo, the number “31″ appeared within a simple arc, suggestive of a scoop of ice cream, and next to the name. In the new logo, you can see that the “31″ still exists. It is now formed by the pink portion of the ice cream store’s two initials: “B” and “R.”

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