Hidden Message -- The three ellipses that are found in the logo for Toyota represent three hearts: the heart of the customer, the heart of the product, and the heart of progress in the field of technology. But everyone knows that by now. What some people don't notice is pictured here, which is simply genius.
I really like the use of negative space in this logo. It's a logo for Black Cat Lounge. The graphic goes very well with the feel of company. Cool, relaxed, sleek, etc. At first you look at the logo and see a cat, but when you look a little closer you see the outline of a martini glass made with the cat's tail. I love when designers take the time to play with logos and put hidden images in them, just like "FedEx".