The Negative Space Between Them
If you are looking for a secret message in a logo, the best place to look is in the blank space that is left behind by the design. Even though this is indicated by the Hershey’s Kisses logo, you might miss it because you are too preoccupied with munching on the cookies.
The “K” and the “I” in the Hershey’s Kisses cookie company’s logo are designed in such a way that when they are brought together, the resulting shape resembles one of the company’s chocolate kisses. The negative space that is present in the logo. Even though this logo has only been in use since relatively recently, its shape is identical to that of a Hershey kiss, which has been in use since 1907.