I'm definitely not the first person to blog about the design of these 3 logos, and I'm sure that I won't be the last.
These examples of symbolism in may be very obvious to some people, but I'd never noticed them until recently brought to my attention.Toblerone
Toblerone was created by Theodor Tobler in Bern, Switzerland.
And Bern's heraldic animal for over 7 centuries is, the bear.
Look closely in the middle of the mountain... and you'll see a bear.
I must have seen the Amazon logo millions of times, but have never noticed the arrow connecting the letters A and Z.
Signifying that Amazon stocks everything from A to Z.
The arrow is in the shape of a smile for customer satisfaction.
If you look carefully between the E and the x, then you can see an embedded arrow.
The arrow is used as a symbol for speed and delivery, both FedEx communicative attributes.
There an interview with Lindon Leader the designer of the FedEx logo here at "The Sneeze".