So much can go into building a great logo. It’s something that lasts; most companies that want to improve their branding do not like to ever change their logo. It’s pretty much a permanent decision.
What the logo says is only part of the equation. What it fully communicates is really the goal of any great logo design. Brands often included “hidden messages” that are less about conspiracy theories and more about being clever, but that doesn’t make seeing them for the first time any less special. In the infographic below from Adweek, we get to see 40 of the best. Hattip to Cool Infographics.