What makes a logo memorable? Is it the amount of information
it conveys about the company, i.e name, product, or industry? Or is it
something as basic as having a good color scheme and eye catching shapes? I
would argue that the most memorable logos are the minimalist ones. Conveying
more information with less noise makes a brand instantly recognizable. The
apple Logo for instance need not contain anything other than a grey able for it
to be recognized, the same with the golden arches of McDonalds. Some logos are able to condense more information in fewer imagery by hiding tidbits of information within the icons themselves.
From my
personal experience however, the most memorable Logo I have encountered, and
the logo which makes me pay attention to it each time I see it, is the standard
FedEx logo. After having been told about the hidden iconography I could never
ignore the logo again. Although it is a fairly simple shape, the arrow found
between the ‘E’ and the ‘x’ in FedEx is something which catches my eye time and time again. This has led me on a search for more hidden icons, a few
of which can be seen in the following image.
Image credits: Rikard, Zevendesign.com, Apr 7th,2015
(http://www.zevendesign.com/how-to-design-a-logo/)
These images make the consumer think twice about logo, and if the goal of marketing is capturing and holding the interest of the consumer then hiding these little Easter eggs are a great way to do it.
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