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Amazon — The cleverness of this logo is twofold. The arrow points from a to z, referring to all that is available on Amazon.com, and it doubles as a satisfied smile (with dimple).

Baskin Robbins — This logo, introduced in 2005, cleverly uses the company’s initials to advertise its number of ice cream flavors (31).

Coca-Cola — The soda brand’s latest campaign in Denmark points out something you may have missed; the Danish flag (with a bulge) embedded in the white script.

Eighty20 — This market data research company incorporated the binary code spelling of their name. Using blue squares as ones and grey squares as zeros, 1010000 (80) is the top line, while 0010100 (20) is the bottom.

FedEx — The FedEx logo hides an arrow in its negative space. Even a glance subliminally inspires thoughts of efficiency and forward motion.

Jack In The Box — The old logo of this fast food chain features a not-so-subliminal Ichthys (or “Jesus fish”). The religious component of this design is merely hypothesized.

LG — Some think the LG logo is a Pac-Man reference (requires a bit of imagination). The smiling, winking face is more apparent (but only slightly).

Milwaukee Brewers — It’s easy to miss the second meaning of this throwback logo from the baseball team. The mitt is obvious, but the built-in letters usually elude the viewer.

NBC — Most are familiar with the peacock in the NBC logo, but it’s still easy to overlook.

Presbyterian Church — This church’s logo is brimming with symbolism; there are 8 different symbols buried in the main image.

Sun Microsystems — Before it was bought by Oracle, Sun was a major computer manufacturer. Its logo is a perfect ambigram; it can be read from any direction. (Note also that the graphic doesn’t actually include an S, merely artfully arranged u’s and n’s.)

Toblerone — See the dancing bear in the mountain? The design is a tribute to the Swiss town where the chocolate was developed.

Tostitos — The not-so-hidden design within this logo conjures up feelings of togetherness and friendship over chips and salsa.

Tour de France — Slightly more abstract than the other examples, the Tour de France logo contains a well-integrated biker.

Vaio — This cool logo for Sony’s computers represents the brand’s integration of analog and digital technology. The ‘VA’ is designed as an analog waveform, the ‘IO’ is binary code.

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