You may think there's nothing particularly clever about a logo. Of course a company may have used a fancy font, and included a little picture or swish, but that's just an arty flourish isn't it? There's no real purpose is there?
Of course there is. The experts have discovered the hidden meanings in 20 of our favourite logos.
According to webdesignerdepot, the arrow under the word Amazon from the A-Z has two purposes. First, it is meant to highlight that the company sells everything from A-Z, and second it's a smile - meant to emphasise a focus on customer satisfaction.
The same website highlights that if you focus hard on the logo you can see a white arrow between the E and the x, emphasising speed and precision. It's this which won the logo - designed in 1994 - a vast number of awards.
The F is clearly written in black, but the 1 emerges out of the white space between the F and the red lines representing speed. For every person who says 'yes but that's hardly hidden is it?' there's someone saying 'oh... yes...'
According to the company the white ribbon was introduced under the name in 1969. When competitors first entered the market, Coke made much of its curved bottle design which distinguished it from those that followed. As fewer and fewer people drank from bottles, the ribbon was produced as an alternative distinctive curve.
On the left hand side of the packaging is a picture of the Matterhorn mountain. However, if you look closer there's the image of a bear lurking within - to show that the company is based in Bern - known as The City of Bears.
According to mokokoma, the apple is the fruit of the tree of knowledge. There is some question as to whether the bite taken out of it is a play on the word byte, symbolism of the fruit being eaten and the knowledge imparted, or just to make it look more like an apple and less like a cherry tomato.
The same website highlights the reason behind the Roxy logo - a brand for female surfers. The brand is actually part of Quicksilver, and is made up of two Quicksilver logos pushed together to form a heart.
As graphicdesignblog.org points out, this isn't just white text on a series of coloured blobs. Each blob represents the outline of London at a specific time - and shows the growth of the city through history.
This is another wartime company reflecting its past. The colours are the Bavarian flag, representing the company's origins, and the cross inside the circle represents a propeller - harking back to the company's past making aeroplanes during WWII.
The logo was actually designed by professor Vaughan Pratt of Stanford University. It is an ambigram - which takes advantage of the fact that a U and an N sitting next to one another can be made to look like an S, and therefore read 'sun' in every direction.