Logos with more than meets the eye
Designing a logo can sometimes be really painful, sometimes an idea comes really easily, but whatever the case, it's always good fun. I'm a big believer that the logo design comes after a strategic concept for the brand identity is developed. However I do recognise there are certain times when a design idea for a logo is to good to put aside. One particular category of these cases is logos with hidden details. Everyone knows the clever hidden arrow in the FedEx logo or the arrow from A to Z in Amazon's, and while these new examples I've been collecting over the past few months aren't quite as subtle, I still really appreciate the nuances that make you look at these logos a second time.
A particular favourite is the shape of the Courmayeur logo reflecting the mountain range, which gives you that "aha!" moment. The simplicity of the dual figures in M11 Studio and Brewster Murray are winning bits of design. The logo for 4A, is another example of combining two figures, plus it animates really nicely, and finally the Versed logo, a little different to the others, has again a moment where you "see" the V and makes you feel pretty swell.