Whether you realize it or not, a brand's logo speaks to its viewer on many levels.

There's the initial recognizability factor—if a logo is too complex or unrelated to its brand, it risks being glanced over without communicating its brand's message. For that reason, modern logos tend to err on the side of boldness and simplicity.

But a closer look at many logos reveals more subtle marketing tactics.

You may have noticed the subliminal features of some of these designs in the past. But have you looked hard enough to see them all?

FedEx — The FedEx logo hides an arrow in its negative space. Even a glance subliminally inspires thoughts of efficiency and forward motion

Baskin Robbins — This logo, introduced in 2005, cleverly uses the company's initials to advertise its number of ice cream flavors (31).

Amazon — The cleverness of this logo is twofold. The arrow points from a to z, referring to all that is available on Amazon.com, and it doubles as a satisfied smile (with dimple).

Tostitos — The not-so-hidden design within this logo conjures up feelings of togetherness and friendship over chips and salsa.

In a recent interview, CEO Abercrombie & Fitch of Mike Jeffries defended the company. “In every school there are the cool and popular kids, and then there are the not-so-cool kids,” he said in the interview. “Candidly, we go after the cool kids … A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.”

In honor of this, there is a movment to change A&F's marketing by giving thier clothes to the homeless.