Regis Blog: Two more “Buried Secret” logos

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Tuesday, September 28, 2010

Two more “Buried Secret” logos

By Richard Earle,
Regis Affiliate

This will be the last of our logo series, but both meet the criteria of having a buried restatement of the name, or a key branding element:

NorthWest is the more subtle of the two. Most folks get the addition of the arrow within the circle to help transform the “N” of North into the “W” of West, but look again. Imagine that the circle is a compass, and the arrow is the pointer. Where is it pointing? To the Northwest, of course!

Tostitos are branded to stand for a party; a good time with friends. So the two “Ts” in their logo are turned into friends sharing a Tostito over a bowl of salsa, strategically placed atop the “i”.