We see an adequate number of corporate logos in our lives that it’s not difficult to underestimate them, yet we can see little shocks now and again that remind us how much work goes into them.

It’s practically their job to make their jobs look easy because the masters of design have a way of doing that. The most recognizable logos tend to be simple.

The people who design them can sometimes slip in clever messages and hidden features that show us how creative they really are. There are many possible reasons why a designer would want to do this, but these little Easter eggs are usually slipped in with the intent of creating a subtle association with the brand.

One clever detail in the packaging of Toblerones would have been lost on many of us if it weren’t for one perceptive little boy.


When his mother gave him his first Toblerone, there was something about it that stuck out to him.

Her son asked a question that blew her mind before he even had a bite.

The question? “What’s the bear for?”


Like a lot of her followers, she immediately asked “What bear?”.

Based on some of the replies she received, it seems that children have a particular knack for discovering secret bears, as a parent discovered when they asked their son if he knew about it.

In their words, “I just blurted out, ‘Did anyone know about the Toblerone bear?’ And my son replied without raising his head, ‘The one in the mountain? What about it?’ They know things.”


If you’re staring at the logo and still can’t see the bear, you can take a picture and send it to me.

A bear climbing the side of the famous Matterhorn mountain has been depicted in the box’s depiction.

When I look at the logo again, it’s clear to me that I learned this years ago. The FedEx logo has an arrow in it.


We have an answer for those who are confused as to why there is a bear in the logo.

Bern, Switzerland, where Toblerone bars are produced, is also known as the City of Bears.

Part of the association comes from the city’s famous Bear Pit pictured here, but it also owes its very name to the animal.

There are bear sculptures and images all over the place.

That includes the packaging of its most famous exports.