Lidl shoppers spot ‘animal’ hiding in logo and ‘can’t unsee’ it

Lidl is known and loved for its vast array of household essentials, food and drink, toys, baby products, cleaning supplies and more, but some shoppers believe its famous logo contains a hidden creature

Lidl shoppers are amazed after spotting a “creature” hiding in its famous blue, yellow and red logo. The popular supermarket chain is renowned for its budget-friendly offerings which span a range of essential departments, from food and drink to cleaning supplies, baby products and more.

The retailer also offers a range of seasonal decor and homeware items, as well as its own in-house bakery which stocks a variety of goods such as croissants, pizza and more. Originally founded in 1932, it wasn’t until 1973 that Lidl became the discount supermarket store known and loved to this day. Its logo is instantly recognisable, with the company name displayed in a dark blue font with the ‘i’ in a distinctive red colour.

It’s contained inside a bright yellow circle with a red border, typically on a square background in the same blue shade as the word ‘Lidl’ – but some shoppers are convinced there’s more to the logo than meets the eye.

Richard Lau, president of LOGO.com, an industry leader in logo design and marketing strategy, said: “Businesses cannot overlook the value a great logo holds; they are the connection between a company and potential customers, and what customers will remember most.”

Some companies reflect what they do in clever ways with their logos and branding – for example, the FedEx logo which famously – albeit subtly – incorporates an arrow into its name to highlight its delivery capabilities.

But some signs and symbols are entirely unintentional, and thought up by customers themselves. This seems to be the case with Lidl’s logo.

What creature is ‘hiding’ in Lidl’s logo?

In a popular TikTok video, one person shared how they’ve been told the logo looks like it contains a “dog playing piano” and now they can’t “unsee it”.

It’s all down to the red ‘i’ in the Lidl logo, as it’s on an angle with the head and foot serifs of the letter extending sideways.

Some people believe this looks like a dog, with the dot acting as the animal’s “head”, while the left-hand serif – which touches the ‘L’ at the beginning of ‘Lidl’ – serves as its front paws.

The back serifs act as its back legs and tail.

The video shows the sign, while the content creator added the words: “Someone told me the Lidl sign looks like a dog playing piano [and] I’ll never unsee it” over the top.

In the comments section, people were keen to share their thoughts – with many in agreement about the perception of a dog “hiding” in the logo.

One person said: “Took a few minutes but found the dog playing piano.”

Another said: “The dog’s the red bit and the L is the piano”.

A third explained: “L is the piano, the dot over the i is the dog head, the rest of the i is the dog body, the dog is facing left, standing on its hind legs with its front paws up on the L/piano”.

Someone else replied: “I CAN’T UNSEE IT NOW”. Another person said: “Help I saw this”.

And another commented: “It took me a while but NOW I CAN’T UNSEE IT”.

Supermarket rival Aldi disagreed, though, and quipped: “We can only see it when our eyes are completely closed”.

And another shopper, who also disagreed, said: “I see what you’re trying to say but no it absolutely doesn’t look like that”.

Someone else claimed: “I’ll never see it” while another person added a different perspective: “I see a tilted chair with a ball on top”.