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Thehiddensecretsbehind30companylogosEverwonderedwhileyouwereorderingyourchailattewhyonearthStarbuckschoseamermaidforitslogo?ThefoundersnamedthecompanyafteracharacterinthenauticalnovelMobyDickandkeentopushtheseafaringtheme,optedforatwo-tailedsirendesignbasedona16thcenturyNorsewoodcut.1.StarbucksItmaybeglaringlyobvioustosomepeople,butit'seasytomissthemeaningbehindthearrowthatunderscorestheAmazonlogo.Thearrow,intheshapeofasmile,pointsfromAtoZtoimplythatthecompanyisafriendly,welcomingone-stop-shopthatstockseverythingmoneycanbuy.2.AmazonOneforthemathgeeks,Sony'sVaiologoisamasterclassinclevericondesignbutitsmeaningmayhavegoneoveryourhead.The'V'and'A'formananalogsymbol,whilethe'I'and'O'combinetomakeabinarydigitalsignal,neatlyrepresentingSony'stransitionfromanalogtodigital.3.SonyVaioPepsi'slatestlogo,whichcostseveralmilliondollarstorevampin2009,maylooklikeasimpleasymmetricversionofthepreviousincarnation.However,accordingtothecompanyitreferenceseverythingfromFengshuiandRenaissancearttothephilosopherDescartesandthearchitectLeCorbusier.4.PepsiSeveralurbanmythsarestilldoingtherounds–thattheappleisatributetosciencepioneersSirIsaacNewtonandAlanTuringforexample,orrepresentsthefruitfromthetreeofknowledgeintheBible.Inreality,logodesignerRobJanoffdoesn'tevenrememberwhyhechosethespecificshape.5.AppleIn1927,world-renownedtennisplayerandcompanyfounderRenéLacostefamouslywageredforanalligatorskinsuitcase,andwasnicknamedtheAlligatorbytheAmericanpress.TranslatedastheCrocodilebymediainhisnativeFrance,thenicknamestuckandthereptilewasanaturalchoiceforalogodesignwhenLacostelaunchedhisfirstsportswearcollectionin1933.6.LacosteCan'tfigureoutwhattheverticallinesmean?Theclue'sinthename.TheyformanabstractimageofSanFrancisco'sGoldenGateBridge.Ontheirwaytoregisterthecompany,thefoundingteamcrossedthefamoussuspensionbridgeanddecidedatthatverymomenttonametheircompanyafterthecityandendedupputtingthebridgeonthelogo.7.CiscoSystemsTheworld-classsoccerclub'slogoisahomagetoCatalonia:ThelogoshowcasestheredandyellowstripesoftheCatalanflaginthetopright-handcornerandtheredcrossofStGeorgeinthetop-left.StGeorgeakaStJordiisthepatronsaintofCatalonia.Thelogoalsodisplaystheteam'scolorsandasoccerballmotif.8.FCBarcelonaAwinnerofnumerousdesignawards,FedEx'slogorocksasubtleyetsuper-clevergraphicdesigntrick.Thespacebetweenthe'E'andthe'x'formsaforward-pointingarrow,whichreflectsthecompany'sdynamic,forward-thinkingethos.9.FedExEvernoticedthebearontheTobleronelogo?Neitherhadwe!TheimageishiddenwithintheMatterhornmountaindesignandrepresentsBern,theSwisscityinwhichthechocolateandnougatbarwasfirstproduced,whichisthoughttohavebeennamedafterabear.10.TobleroneTheUnileverlogoisaletter'U'madeupof24icons,whicheachrepresentadifferentaspectofthecompany'svaluesandgoals.Forinstance,thebeesignifiesthefirm'spledgetoprotecttheenvironmentandtheheartdenotesitscommitmenttoimprovepeople'shealthandwellbeing.11.UnileverThisimposinglogofeaturesthreepotentsymbols:theall-powerfuleagle,whichrepresentstheUSAofcourse;theshieldtosymbolizeprotection;andthecompassrosewith16spikespointinginalldirections,whichsignifiestheagency'sglobalintelligence-gatheringcapabilities.12.TheCIAThevenerablebank's'spreadeagle'emblemdatesfromthelate17thcenturywhenJohnFreame,oneoftheforefathersoftheinstitution,hungasignoutsidehisbusinessinLondon'sLombardStreetdepictingthebirdofprey,whichsymbolizesstrengthandfar-sightedness.Inthosedaysmostpeoplewereilliterate,sopictureswereoftenusedonsignsinsteadoftext.13.BarclaysAsnakechowingdownonahumanisn'texactlythesortofthingyou'dexpecttoseeonacarmanufacturer'slogo.AlfaRomeo'sbizarrelogo,whichwascreatedin1910,depictstheman-eatingBisconeserpentaswellasaredcross,heraldicsymbolsstronglyassociatedwiththeItaliancityofMilan,wherethecarfirmwasfounded.14.AlfaRomeoTheworld'snNo.1onlineencyclopediahasasuitablysmartlogo:ThejigsawpiecesthatmakeuptheunfinishedglobeeachfeaturecharactersfromdifferentwritingsystemssuchastheGreekomegaandtheLatinW.ThegloberepresentsWikipedia'smultilingualcharacteranditshugeglobalreach.15.WikipediaYoumightneedtospeakabitofSpanishtoworkthisoneout.Theprimarycolorssymbolrepresentstheshutterofacamera–thatpart'sprettyobvious.Butifyoulookmorecloselyyou'llnoticetheoutlineofahouse.Houseis'casa'inSpanish,sothelogoisasubtlenodtothepicturesite'sname.16.PicasaTheJapanesecorporationmakeseverythingfrommotorcyclestoelectronicsthesedays,butYamahawasestablishedin1887astheNipponGakkiCompany,apianoandorganreedmanufacturer.Hencethelogo,whichfeaturesthreepianotuningforks.Theforksrepresentstrongtechnology,productionandsales.17.YamahaEstablishedin1831,theprestigiousfashionhousestartedoutinParisasaridingharness-makeranddidn'tsellthehandbags,scarvesandtiesitisnowfamousforuntilthe1920s.Thelogo,createdinthe1950s,depictsahorseandantiqueDuccarriagetocelebratetheequestrianrootsofthebrand.18.HermèsStayingwiththeequestriantheme,Porsche'sinstantlyrecognizablelogodepictsablackstallion.Wonderwhy?ThelogoisbasedonthecoatofarmsoftheGermancityofStuttgart,wherethecompanyisheadquartered.Thehorsetakescentrestage