The spiral is one of the most versatile and mysterious symbols designers use when creating logos. This ancient symbol appears in cave paintings and ornaments of ancient civilizations, and it remains relevant today because of its versatility and deep symbolism. In contemporary culture, the spiral often conveys ideas of evolution, transformation, and development, combining simplicity of form with endless layers of meaning.
Many brands that choose a spiral for their logos rely on its associations with infinite growth, dynamism, and openness to change. Unlike strict geometric shapes like squares or triangles, spirals are filled with emotional warmth and perceived as something alive and natural. The meanings designers embed in spiral imagery vary greatly, from life force and renewal symbols to cosmic order and harmony.
Below are presented logos of famous brands that use the spiral image. Let’s try to understand the ideas the creators invested in each emblem.
Naruto
The Naruto logo is vivid and emotional; its central concept is reflected in an energetic spiral brushstroke accompanying the title. The orange-yellow palette symbolizes the dynamism, youth, and energy inherent in the main character, Naruto Uzumaki. The spiral element directly relates to the character’s surname, as “uzumaki” translates to “whirlpool” in Japanese. The spiral symbolizes the protagonist’s character and strength, emphasizing his uniqueness and connection to the Uzumaki clan. The intense color contrast and bold contours highlight the story’s emotional intensity and adventurous nature, making the logo recognizable among fans.
MediaMarkt
The MediaMarkt logo is a red spiral formed from clear, evenly spreading rays. The company has become one of Europe’s largest retail electronics chains. The spiral image on the logo reflects the brand’s scale and dynamism, symbolizing its broad range of products and expanding international market presence. The strong, geometrically precise lines emphasize technology and reliability, and the vivid red color reinforces associations with energy and modern technologies.
Pfizer
Pfizer’s logo includes an unusual spiral form executed in shades of blue and purple. The shape resembles a DNA strand, directly referencing the company’s focus on pharmaceuticals and biotechnology. The color combination is symbolic: blue is associated with medicine and healthcare, while purple conveys innovation and science. Today, the brand is one of the global leaders in medicine and drug development. Visually, the spiral reinforces a sense of science, research, and continuous pursuit of new solutions for human health. The logo is complemented by the company’s name, written in a soft, cursive style, which creates an impression of openness and trust.
Big Brother
The logo of the reality show Big Brother uses a hypnotic spiral image enclosed within the contours of a human eye. The black-and-yellow color palette of thin stripes creates an optical illusion, immersing viewers in an atmosphere of mystery and intrigue. The eye symbol directly relates to the show’s concept, which revolves around observation and total control over participants’ lives. The rotating spiral inside the pupil intensifies the idea of immersing viewers into someone else’s reality, emphasizing complete engagement and psychological tension. Since its inception, the show has become one of the most recognizable TV projects. The format has spread across dozens of countries, and the bright, hypnotic spiral symbol within an eye has become an iconic visual image in popular culture.
Ubisoft
Ubisoft’s logo is designed as an expressive spiral, resembling a swirl or fingerprint, graphically reflecting the company’s uniqueness and creative direction. Ubisoft is known worldwide for gaming projects such as Assassin’s Creed, Far Cry, and Watch Dogs. The spiral shape conveys the sense of involvement and immersion into virtual worlds closely tied to game design concepts. The black-and-white color scheme emphasizes minimalism and technological sophistication, giving the logo a sense of universality and recognizability. The text beneath the spiral maintains the emblem’s style through a strict and geometric typeface, notably emphasizing the letter “O,” which echoes the contours of the main spiral. The spiral symbol represents the idea of endless creative processes and new gaming possibilities that the company continuously introduces to millions of players.
Viking Airlines
The logo of Viking Airlines evokes the image associated with ancient seafarers, from whom the brand borrowed its name. The bright orange and yellow spiral resembles decorative scrollwork on the bow of a Viking ship, symbolizing adventure and travel. The spiral’s color palette complements the maritime mood of the lettermark, featuring deep blue tones, and creates a harmonious visual impression. The company offered tourist flights across European destinations. The spiral symbol conveys forward motion toward new horizons and discoveries, highlighting the spirit of exploration and freedom.
Gameloft
Gameloft’s logo is built around an original, stylized letter “G,” formed from a coiled spiral with smooth lines and soft curves. The logo’s three-dimensional, metallic texture conveys the technological and gaming character of the company, founded by the Guillemot brothers. The French mobile game developer gained fame through its games adapted for mobile platforms, including the popular Asphalt and Modern Combat. The spiral form symbolizes constant development and fascination with virtual worlds, expressing the company’s core idea of creating games that draw users into new digital spaces.
Threads
The Threads logo is a graphic symbol combining a spiral shape with the letter “a,” reminiscent of a traditional email sign, conveying infinite communication and interaction. The spiral shape represents endless streams of dialogue, user engagement, and continuous expansion of social connections. It’s like a thread connecting people. The minimalist style and flowing lines make the emblem universal and modern, associating it with the digital world and technological advancement.
Heartbrand
The emblem of Heartbrand, Unilever’s international ice cream brand, is designed as a red heart with a white spiral inside. The symbol’s smooth lines create a visual sense of softness and warmth, harmoniously conveying the atmosphere of pleasure and joy associated with the brand’s products. The company is known by different names worldwide, such as Algida, Wall’s, and Frigo. The heart with the spiral is used to unify these local brands, symbolizing a love for sweets and the enjoyment of life. The spiral form within the heart conveys the idea of unity and closeness, reflecting the emotional character of the brand, which aims to create positive experiences and pleasant emotions for consumers worldwide.
Dreamcast
The gaming console’s logo is known for its stylized bright-orange spiral, formed with soft, free-flowing lines. Created by the Japanese company Sega, the console was released in 1998 and became the company’s final gaming system. The logo color varied by region: in Japan and the USA, an orange shade was used, whereas Europe adopted blue. This change was necessary to avoid conflict with the German publisher Tivola’s logo, which featured a red spiral. The spiral symbolism in the Dreamcast logo resonated with the idea of immersing players in virtual worlds that are open to endless exploration. The spiral was associated with journeys of imagination, dreams, and gaming, the aspects around which the brand was built.
TV JOJ
The TV JOJ logo is centered around a bright pink spiral with smooth lines and neatly tapered edges. The Slovak channel gained popularity for its diverse entertainment programs, series, and shows. The spiral symbolically conveys the channel’s broadcast content’s playful, fun, and open atmosphere. The pink color supports the brand’s friendly and dynamic mood, appealing to its younger audience. The spiral’s shape, gradually expanding outward from its center, illustrates continuous renewal and the positive attitude forming the brand concept’s basis.
Oechsle
The Oechsle logo consists of an expressive spiral shaped like the letter “O.” The Peruvian department store chain was founded by the German entrepreneur August Oechsle and became Peru’s first major retail chain, remaining popular today. The smooth and lightweight spiral in the emblem reflects openness and the variety of offered products: from clothing and cosmetics to home appliances and electronics. The red hue used in the logo is associated with emotionality and energy, emphasizing the lively and active nature of the brand. The spiral symbolizes continuous assortment renewal and the fresh experiences the department store seeks to provide customers.
Zain
The Zain logo features a light and airy spiral resembling a swirl of wind or a flowing wave. The smooth symbol, drawn in black, is positioned to the left of the brand name and serves as a stylized representation of connection and communication, highlighting the company’s profile as a major mobile communications operator in the Middle East. The brand is known regionally for its high-quality services and modern approach. The spiral symbol reflects endless interaction and development.
Create (TV Network)
The spiral in the Create TV logo is stylized as the capital letter “C,” drawn in a smooth, vibrant orange line. Created by the American public television network PBS, the channel broadcasts programs about cooking, travel, crafts, and art. The orange spiral symbolizes the creative process and endless inspiration, connecting the idea of creation to the channel’s name. The logo’s color palette, combining deep black and bright orange, reinforces a sense of confidence, positivity, and friendliness. Embedded in the spiral’s visual image is the idea of continuously seeking new ideas and solutions.
Whirlpool
The Whirlpool logo, recognized by millions worldwide, features a spiral representing rotation and circular water movement. The Whirlpool is depicted in black with an elongated horizontal shape and smooth lines, positioned above the company’s name. Complementing the design is a thin yellow orbit, symbolizing the brand’s global reach and the universality of its products. The swirl image closely connects with the nature of Whirlpool’s products, washing machines and dishwashers, whose drums rotate in a similar circular rhythm. The logo symbolically reflects the company’s connection to everyday household processes.
Emerson Electric
The Emerson Electric logo is represented by a spiral formed from alternating silver and blue stripes, creating a diamond-shaped figure. The spiral image symbolizes dynamic growth and the company’s ongoing technological innovation. Emerson is an industrial giant with over a century of history, specializing in developing engineering solutions and electronics. The combination of calm blue and metallic silver reflects engineering precision and the reliability of the brand’s products. The spiral shape emphasizes the integration and interconnectedness of various technological processes in which the company participates.
El Doce
The orange spiral in the El Doce logo resembles a swirl or wave, composed of three-dimensional, voluminous coils with open ends. The channel is one of Argentina’s first private TV stations and among the country’s most popular media companies. The spiral shape symbolizes the dynamic nature of broadcasting and the diversity of television content available to viewers, including news, entertainment shows, series, and sports broadcasts. The bright orange color is associated with warmth, energy, and a positive mood, reflecting the channel’s atmosphere and popularity among audiences in Córdoba and other regions of Argentina.
Nvidia
The Nvidia logo is built around the image of a stylized eye containing a curved element resembling a spiral. Designed in green tones, the symbol emphasizes the brand’s close connection with digital technology, visualization, and graphics. The company has become a leading manufacturer of graphics processing units used in gaming computers and professional solutions for 3D design and artificial intelligence. The spiral symbolism inside the eye conveys the concept of continuous evolution and the ongoing pursuit of new technologies and improvements in visual perception and information processing. The green color enhances the brand’s technological image.
TVR Cultural
The TVR Cultural logo combines national colors and cultural diversity within a single symbol. The three-colored spiral, painted in blue, yellow, and red shades, visually references the Romanian national flag, uniting culture with national identity. The spiral form expresses the continuity and constant renewal of cultural life; the channel seeks to broadcast to viewers. The prominent “Cultural” inscription executed in strict, slightly curved letters visually supports the dynamic emblem, creating balance. The channel is known in Romania for programs about culture, art, and history, and the spiral symbolizes the creative process and continuous development of the country’s cultural environment.
Tarkett
The spiral in Tarkett’s logo is presented as a simple and graphically clear symbol, evoking balance and harmony. The company specializes in manufacturing flooring and sports surfaces. The spiral shape conveys the idea of cyclical continuity, linking it to a closed-loop production process based on recycling and resource management. The blue color reflects the company’s confidence and reliability. The typeface used in the brand’s name supports stability and professionalism. The spiral symbol complements the brand image, illustrating the cyclical nature of production processes, the durability of materials, and the company’s commitment to developing environmentally friendly solutions in the industry.
Webex
The Webex by Cisco logo features a smoothly intertwined, three-dimensional spiral rendered in bright shades of blue and green. The colors emphasize the digital environment, technological sophistication, and freshness of the company’s solutions. The spiral form represents infinite communications and continuous interaction between people and technology. Originally, the brand focused on online conferencing solutions and remote work. The spiral imagery in the logo embodies the idea of constant connectivity, bringing many people together into a unified workflow, regardless of distance.
Hungama
The logo of the Indian music channel Hungama centers around the image of a vibrant, multicolored spiral reminiscent of a carnival or celebration. Coils of different colors, red, orange, green, and blue, form a colorful composition with soft transitions. The word “Hungama,” written in rounded and smooth red letters, is part of the spiral and harmoniously complements it. The channel’s name in Hindi means “noise,” “bustle,” or “festive excitement,” and the logo’s visual style naturally conveys an atmosphere of fun and festivity. The channel targets a young audience, offering popular music and entertainment shows. The spiral symbolizes an endless stream of emotions, music, and energy embedded in the brand’s concept.
Parker Brothers
The Parker Brothers logo includes a vibrant graphic spiral image resembling a swirl or vortex. Founded by three brothers named Parker in the United States, the brand quickly became famous for creating legendary board games, including Monopoly, Clue, and Risk. The stylized spiral in the logo’s upper left corner emphasizes the company’s creative and playful nature, associating it with immersion in a world of fantasy and imagination. The contrasting blue-and-white color scheme creates a mood of lightness, openness, and friendliness – characteristics often found in family board games.
Cinemex
The Cinemex logo is built around a bright, voluminous red spiral, smoothly coiled as if symbolizing an endless stream of cinematic imagery and storylines. Visually, the shape resembles either a film reel or a dynamic camera trajectory, associating the brand with the very nature of cinema. The company is a major theater chain in Mexico, and its logo highlights its goal of creating an immersive atmosphere for moviegoers. The red color scheme adds passion, emotion, and warmth to the image, evoking the comfortable atmosphere of movie viewing. The logo is complemented by a clear, simple wordmark rendered in the same shade, creating a cohesive brand identity.
Reckitt
The Reckitt logo combines a spiral shape with the capital letter “R.” The British company is a leader in producing household cleaning, health, and hygiene products. Visually, the logo is a vibrant pinkish-red spiral with the letter neatly positioned inside, creating a concentric rotation effect. The color palette conveys energy, innovation, and the dynamism of a company that creates products for everyday use. The spiral imagery emphasizes the cyclical renewal of the company’s product range, represented by well-known brands such as Vanish, Dettol, and Durex.
Actavis
The Actavis logo features a distinctive geometric spiral representing the company’s development. The symbol’s design reflects the cyclical nature of life and renewal, aligning with the brand’s activities in the healthcare and pharmaceutical sectors. The logo’s color scheme, combining green and blue shades, is associated with reliability and health. The company has a rich history in the international pharmaceutical market is known for producing accessible medications. The spiral in the company’s logo serves as a visual representation of continual renewal and improving people’s quality of life.
Classic Media
The spiral imagery in the Classic Media logo appears as a stylized letter “C” that smoothly and elegantly unfolds in a circle. The symbol’s soft, pale gold hue harmonizes with the black lettering, emphasizing the confidence and tranquility of a brand that distributes classic animated and family programming. The spiral-shaped curl indicates the cyclical continuity of the company’s heritage, which is renowned for preserving and promoting numerous iconic characters and stories, including Casper the Friendly Ghost, Rocky and Bullwinkle, and many other legendary cartoons and shows. The spiral in the logo is associated with returning to roots, reinterpreting classic stories, and passing them on to new generations of viewers.
Seagate
The Seagate logo stands out with its smooth and dynamic spiral shape, rendered in green. The color is associated with growth, innovation, and closeness to digital technologies and the environment. The spiral symbol directly connects to the company’s primary business, manufacturing data storage drives. It reflects the endless process of recording and storing information.
The company is a major player in the digital solutions market, ensuring reliability and data protection. The spiral in the logo is a metaphor for technological progress and continuous renewal. A simple, neat inscription accompanies the logo, enhancing the sense of reliability and confidence.
Nova
Nova’s logo stands out among other spiral symbols due to its original combination of a three-dimensional sphere with smooth, twisting blue and red stripes. The Greek TV channel became the first satellite television provider in the country, offering viewers access to international-level movies, series, sports, and other programming. The spiral symbolism in the logo reflects the global and multifaceted nature of the content, conveying the idea of uniting diverse programs in one place. The contrast between the two colors highlights the channel’s dynamic broadcasting, visually distinguishing the brand from competitors. The lowercase blue lettering in a sans-serif font reinforces the sense of a modern media platform focused on progress and developing new television formats.
Tokio Marine
The Tokio Marine logo represents a golden sphere encircled by a three-dimensional blue spiral. This insurance company was the first in Japan to specialize in marine insurance and has become one of the leading international insurers. The blue color of the spiral is associated with the ocean, conveying the company’s focus and emphasizing its longstanding connection to maritime transport and international trade. The golden sphere within the composition symbolizes stability, prosperity, and the protection the insurer provides.
Conclusion
The spiral in logos of famous brands is a curious and multifaceted phenomenon. Despite the symbol’s rarity in design, companies that choose a spiral image always strive to convey a deeper meaning without words. Whether it’s a technology giant, an entertainment platform, or an airline, the spiral symbol in logos conveys a message of continuous renewal, progress, and creative energy. It expresses the idea of infinity and cyclical development, demonstrating the company’s ability to adapt and grow alongside the world around it. On one hand, the spiral is open to interpretation; on the other, it is always filled with vibrant energy that is impossible to resist. This makes logos both universal and genuinely expressive.