I've often wondered about this logo.... and now I know. How creative!

When Mr. Tobler invented it, he knew that the swiss market would be too small and he designed the brand name for export: tobler One, the number one chocolate. (that's what they told us at the history museum in Bern during a special exhibition on bernese inventions.)

I like it better with the arrow colored in.

WAY COOL!!! I <3 this

I think they should have left at least the little eye on the logo... it is cute though.

I actually always thought it was just a smile! Never saw the arrow, so never made the "a to z" connection.

Better hope they don't get an "extra" flavor!

Are you guys serious!? Its a mountain and a wave. Clear as day. Snowboard and surf gear. Not "hidden" at all.

I always thought it was a needle and thread. Huh... *shrugs*

If you say so ...

Lol

meh

they forgot the oil rig!

What the author DIDN'T explain is this: The red cross is typical Christian symbol of medieval heraldry and used extensively throughout the crusaides. Back then, it didn’t mean “medic”, it meant: Run for your life. The man in the serpents mouth is a bit more controversial. It’s a symbol called a biscione, and the man in the image is alternatively described as a child (the modern interpretation) or a Saracen or Moor (aka: a Muslim). So the whole serpent motif is all about the Christians Crusaders’ defeat of the infidels. Hey - I didn't make it, I'm only trying to explain it. lol

Don't forget the little triangle is pointing NW

ohhhh i get it so clever