TOSTITOS has long been synonymous with game days, taco Tuesdays, or hanging out with friends. It wouldn’t be surprising to find a bag of Tostitos with a glass of salsa.
The iconic bags are tough when you walk down the grocery store, but what most people might not notice is the hidden image in the logo.
It takes a few seconds to see the image, but once you spot it, it can be hard to ignore.
In the middle of the word “Tostitos” the two small “T” actually stand for people and on top of the “I” in the middle is a bowl of salsa – the red dot at the top.
The two people share a Tostitos chip! If you didn’t notice it the first time, don’t worry. Most people never saw it either.
Due to the white surface, the logo almost looks like an optical illusion. This design scheme has become popular with companies like FedEx.
When created by designer Lindon Leader in 1994, it continued to focus on typeface and color rather than hidden messages.
But in what has been called “one of the luckiest accidents in graphic design history” by design guru Stephen Bayley, an arrow is hidden between two adjacent characters.
The bold font’s seamless structure and alignment resulted in a forward-facing pointer that sits perfectly between the “E” and the “x.”
But it didn’t even dawn on Lindon that he had come up with such a phenomenal emblem.
He told CNN: “The furthest thing from us was the idea of an arrow.
“But in an internal critique midway through the logo exploration, I was intrigued by a design that had very closely spaced letters.”
Logos like Tostitos and FedEx use negative spaces and generally have multiple meanings for their brand.
For Tostitos, the brand wants customers to feel connected to the brand, along with the family and friends they share their Tostitos with.
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https://www.thesun.co.uk/fabulous/17988775/tostitos-hidden-logo-secret-letters/ The hidden meaning in the Tostitos logo has been revealed – and it’s in three of the letters