The next time you see the executive of a prosperous company drive to work in an Alfa Romero or you place a box of Arm & Hammer baking soda into the refrigerator to freshen up, stop a moment to consider the origins and meanings of the logos used to represent popular products. It’s interesting how hidden imagery can play a role in product branding. If you don’t take the time to look deeply, you’ll overlook their meanings.
The Alfa Romero is an expensive Italian-manufactured car associated with car racing and status. The company dates back to 1910, and has undergone various changes to their logo. However, one feature has remained the same ”“ the snake-like creature devouring a human figure. Story has it that the designer of the logo was inspired after seeing the coat of arms of the Visconti family, which contained a ‘biscone’ ”“ a serpent eating a human child. This particular symbolism traces back to the 5th century AD. Observations regarding the symbol have also linked it to Aztec art and alchemy engravings. Serpents have also been used to represent Satan in the Garden of Eden. It is interesting that such logo symbolism still represents the elite, big business, and families with status to this day.
The logo used for Arm & Hammer baking soda is comprised of a muscular arm with raised hammer in hand, which is meant to represent Vulcan ”“ the Roman mythological god of fire and metalworking. At one time, the symbol was used to represent the Vulcan Spice Mill before the owner brought the artwork with him after the mill shut down in 1867. When he went into business with his father, who was a baking soda manufacturer ”“ the Vulcan’s arm was used to represent ‘power’ and the hammer brought the ‘force’ that would make bread dough rise. However, for some, a deeper look into the logo reveals a curious connection to Masonry, as the hammer (or gavel) is used as a sign of authority; to the hammer of Thor (lightning god), where Lucifer is said to have fallen to earth like lightning; and to the sickle of Saturn (and Osiris).
Vodafone is another example of hidden imagery within a logo that has disturbing connections or parallels. This British multinational telecommunications company is headquartered in London, and has been consistently criticized for what appears to be three hidden 6’s within their logo and accompanying advertisements. The number 666 is a Biblical number associated with the Beast in the Book of Revelation, and is used to represent Satan and the Antichrist. Another disturbing connection regarding the Vodafone logo is that it shares a similarity with one used to represent the Ku Klux Klan (KKK). The shape of the Vodafone ‘6’ is quite similar to the drop of blood of the KKK symbol.
