Peer Review

This article explores hidden visual messages embedded in well-known company logos and explains the meaning and branding strategy behind each design. It highlights how brands such as Amazon, FedEx, Toblerone, and Baskin-Robbins use symbolism, negative space, and subtle visual cues to communicate identity, values, and brand promises. The material combines marketing psychology, visual communication, and brand storytelling in an accessible, example-driven format. It can be used to introduce students to branding strategy, logo design principles, and the role of visual elements in consumer perception.

Reference Material

Requires an internet connection and a standard web browser. 

• Interpret visual symbolism and hidden meanings in brand logos
• Understand how logo design communicates brand identity, values, and market positioning.
• Analyze how design elements such as color, shape, and negative space influence consumer perception
• Develop critical thinking skills related to branding and visual marketing strategies.

• College Lower Division, College Upper Division
• Marketing, Advertising, Branding, or Graphic Design.

• Basic understanding of marketing or branding concepts is helpful but not required.
• Students should be familiar with common global brands
• Introductory knowledge of how marketing communicates with consumers.